How to audit one channel of an organisation’s digital marketing presence: Twitter

Business Management student Hind Adamou is taking our optional Digital Marketing module; which is available to all Law, Business Management and Marketing students. As part of this module, students write a blog on a topic related to digital marketing. Hind focused on an organisation’s digital marketing presence on Twitter:


How to audit one channel of an organization’s digital marketing presence: Twitter  Posted on January 8, 2018 by Hind Adamou

Firstly, let’s define what an Audit is:

“A marketing audit is a comprehensive, systematic, independent, and periodic examination of a company’s or a business unit’s marketing. It is designed to evaluate marketing assets and activities in the context of market conditions, and use the resulting analysis to aid the firm in planning” (Clark, 2017)

A Twitter audit is a diagnosis of your Twitter account’s performance. During a Twitter audit, you want to look at your Tweets, followers and the overall branding of your account.

The goal is to find any weaknesses or holes in your account, and potential opportunities for improvement. For social media marketers, a lot of focus gets put on growing your account, getting more followers on Twitter and increasing traffic. But unless you’re taking a second to audit everything you’re doing, it’s difficult to gauge whether you’re making the right decisions.

Here’s how to perform a complete Twitter Audit.The process is broken down into 2 easy steps and proven methods to use:

Auditing your Tweets using Dave Chaffey

Auditing your followers using PR Smith’s SOSTAC®

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