Social Media Marketing Audit and Strategy

Digital Marketing Social Media Audit Assignment Grading The social media audit assignment is worth 20%. It will be completed in two parts; each part is worth 10%. Due Date Your assignment must be completed and submitted to the dropbox by the date indicated by your instructor. Assignment Overview A social media marketing strategy outlines the strategies and tactics for how a company will incorporate social media into its business. For this assignment, you will conduct a social media audit on one of the companies that is being used in the Marketing Strategy course and make recommendations. You will be assessed on your achievement of the following course learning outcomes: 1. Audit social media networks to select optimal target market platforms for achieving campaign goals. 2. Develop a media distribution strategy to determine posting frequencies and content types published to each social network 3. Prepare a content strategy to create and manage media published on each social media platform. Estimated completion time : Approximately 5 hours Format Complete the following steps. PART ONE FACEBOOK The first step in your social media marketing audit and strategy is to provide a brief overview of the company and identify their target market. Next, conduct an audit of the company’s social media accounts by filling out the table below. Introduce the company and target market Conduct a Social Media Audit

Site (Hyperlink to account) Account optimized? Number of followers Posting frequency Avg. engagement per post Avg. reach per post Are posts on brand? Facebook Instagram Twitter LinkedIn Pinterest Snapchat YouTube Other Also note the following: ● Which platforms perform best and why ● The number of reviews/testimonials (note if they are positive, neutral, or negative) ● Customer inquiries ● Average response rate to customer inquiries ● Identify any content gaps, lack of posting, poor branding, etc. Include screenshots of top-performing posts . FACEBOOK Next, conduct a competitive analysis of the company’s top first, second, or third competitors by filling out the table (or multiple tables) below. Site (Hyperlink to account) Account optimized? Number of followers Posting frequency Avg. engagement per post Avg. reach per post Are posts on brand? Facebook Instagram Twitter LinkedIn Pinterest Snapchat YouTube Other Also note the following: ● Which platforms perform best and why ● The number of reviews/testimonials (note if they are positive, neutral, or negative) Conduct a Competitive Analysis

PART TWO Complete the following steps and add it to part one. Next, establish at least three social-media goals, objectives, and metrics by filling out the table below. In general, there are the nine social media goals you can have: https://buffer.com/library/social-media- marketing-strategy/  Increase brand awareness.  Drive traffic to your website.  Generate new leads.  Grow revenue (by increasing signups or sales)  Boost brand engagement.  Build a community around your business.  Provide social customer service.  Increase mentions in the press. Establish Goals, Objectives, and Metrics

See example below: Whether accounts have already been created or are yet to be created, businesses need to assess and select which networks their brands will be active on. Select and list the platforms that you recommend for your company below. Fill in the content calendar template (see separate Excel document). Complete the content calendar with one weeks’ worth of posts across all platforms for your company. Goals Objectives Metrics Platform Selection Create a Social Media Content Calendar and Schedule Posts