By examining Chaffey’s 6cs, this blog will go into detail of one channel, which will be social media marketing. It will show a guide to create a social media marketing audit and it can help improve performance of a business or campaign.

Chaffey’s 6C’s Model

A social media audit is a “series of steps taken to evaluate and optimise a business’s social media profiles and strategies”, stated by (bigcommerce, 2017). By conducting a social media audit is to ensure that each of your profiles are functioning correctly. To do this, eradicate any unused or abandoned accounts and also use the correct channel for your brand, according to (hootsuite,2017).

To develop a successful social media communication strategy, POST is a useful framework to follow. By getting the right type of people and understanding the audience you are trying to attract. Examining the objectives by setting different goals for different objectives to engage with the customers. By looking at the strategy and how you are going to achieve your goals. By looking at the best social media platforms to use and tools to complete your tasks, stated by (Chaffey.D, et al., 2012).

1.) Search for Social media platforms?

By using Google analytics it can identify if there are any existing social media accounts such as Facebook, Twitter, Tumblr, Instagram,Snapchat, Vine and Periscope. By creating a table this can help identify which social media sites are currently being used and which sites are being unused or simply abandoned.

Social media metrics template

By making a spreadsheet you can track the frequency of each profile being updated and to see whether how often the followers and non followers visit the site to post comments and to respond to other peoples tweets. A social media analytics tool is a method of gathering data from social media platforms to help a business with developing its marketing strategy, stated by (Keyhole, 2017). Other analytic tools such as Namechk and Knowem can be used to find existing social media profiles.

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Keyhole, A social media analytics tool

2.) Analyze Audience Demographics?

There are various metrics which need to be addressed when looking at how the profiles are performing. Some of the main areas to focus on performance could be: Engagement, Link clicks, Shares, Referral traffic, Followers, Likes, Comments, Views and Impressions.

Sprout social, analytic tool

3.) Identify which social media posts are doing well and which are not?

A way to make it easier to see which posts are performing well in different areas is to categorize them.
• Entertainment
• Sports
• Education
• Media
• Videos
• Promotion

4.) Identify the most shared content?

The purpose of doing this is to see which posts are getting the most shares, likes and impressions. A tool like Buzzsumo can be used to help get the data.

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Most shared content

5.) Check your Branding?

The steps to follow when doing branding for a social media audit is to examine the Bio for each profile, the URL for the Bio, Check if it’s Verified or not and to see if your brand matches the style guidelines. If your social media graphics are inconsistent, you can Visit Here for Landscape which will give you a guide.

6.) Define your Audience?

To get the right audience you are trying to target, you need to find out whether your followers are actually engaging with you and your content. You can use Sprout’s Audience Demographic to view the audience by age and gender. It will be useful to put your information in a spreadsheet to make it easier to compare audiences. It’s important to find out when the best time to share your content by looking at peak times from different posts from other people.

7.) Use different social media platforms?

By finding out which social media platform is the most popular and being used regularly will help you decide which social media platforms to use presently and in the future. To find out more information, Click Here.

8.) Calculating your ROI

It’s important to measure Social ROI, as this can help save time and spend less money on activities which aren’t benefiting your business. A simple calculation can be used to calculate Social ROI:

                                            (Earnings – Costs) x 100 / Costs

Some of the areas which are potential costs: Ad spend , Agency fees, Employees , Management tools, Software, Apps and Equipment. To find out more, Visit Here.

9.) Making new objectives and future goals

The whole idea of making a social media audit is to give a better understanding of the position you are currently at and to see how you might evolve in the future by creating new plans. Another way to help assess your social media content is by creating a SWOT analysis, showing the pros and cons of each of your social media platforms.

References

Bigcommerce (2017) What is a Social media audit? Optimize your social media for ecommerce success [online] , Available at < https://www.bigcommerce.co.uk/ecommerce-answers/what-is-a-social-media-audit-how-to-do-it/> [Accessed on 20th of November 2017]

Bufferapp (2017) Where Social Media is Headed in 2017: The Biggest Trends to Watch For [online], Available at, < https://blog.bufferapp.com/state-of-social-media> [Accessed on 21st of November 2017]

Buzzsumo (2017) Analyze what content performs best for any topic or competitor [online], Available at, < http://buzzsumo.com/> [Accessed on 21st of November 2017]

Chaffey.D,Chadwick-Ellis.F (2012) Digital Marketing Strategy, Implementation and Practice. Fifth Edition. Harlow.Pearson Education Limited.

Hootsuite (2017) A Social Media Audit Template and Guide for Marketers [online], Available at,
< https://blog.hootsuite.com/social-media-audit-template/> [ Accessed on 20th of November 2017]

Keyhole (2017) A list of the top 25 social media analytics tools [online], Available at,
< http://keyhole.co/blog/list-of-the-top-25-social-media-analytics-tools/> [Accessed on 20th of November 2017]

Pinterest (2017) Chaffey’s 6C’s Model [online], Available at,
< https://www.pinterest.com/pin/158540849358509167/> [Accessed on 21st of November]

Simplymeasured (2015) How to Perform an Internal Social Media Audit [online], Available at,
< https://simplymeasured.com/blog/how-to-perform-an-internal-social-media-audit/#sm.00009v3veo4zaf9azai1bdujk3r8v> [Accessed on 21st of November]

Socialmediaexaminer (2017) How to Conduct a Social Media Audit [online], Available at,
< https://www.socialmediaexaminer.com/how-to-conduct-social-media-audit/> [Accessed on 21st of November]

Sproutsocial (2017) How to Perform a Social Media Audit: Our Free Template Included [online], Available at, < https://sproutsocial.com/insights/social-media-audit/> [Accessed on 21st of November 2017]

Sproutsocial (2017) Powerful Twitter Analytics for Social Business [online], Available at,
< https://sproutsocial.com/features/twitter-analytics> [Accessed on 21st of November 2017]

Sproutsocial (2017) Streamlined image resizing for Social media [online], Available at,
< https://sproutsocial.com/landscape> [Accessed on 21st of November 2017]