Blog

All Things WOMM
WOMM-U 2013: How to Perform A Social Media Marketing Audit/Assessment

You heard the title right. Auditing doesn’t only apply to the accounting and finance departments. Sometimes, a good social media marketing audit/assessment of your own channels or those of your competitors is exactly what you need to move up in the world. At WOMM-U, Bill Chamberlin, Principal Analyst of Social Insights at IBM, will show students how to evaluate a company’s website and social channels to determine how socially enabled a company is, what their engagement style is, and what social strategy elements are missing.

Jacob Hurwith: Why should companies perform the types of audits you will be referring to in your session?

Bill Chamberlin: Companies should regularly assess their websites and social venues for three reasons:

  1. Understand whether or not they are executing social strategies that will help them achieve their overall marketing objectives
  2. Understand how well their websites and social venues compare with competitors
  3. Understand the quality of the social experience customers, community members, fans, and followers receive when visiting a company's website and social venues

Jacob Hurwith: What are some of the most prominent mistakes people make with their social media profiles?

Bill

Bill Chamberlin: The most common mistake companies make when setting up their profiles is that they fail to promote other social venues. For example, the 'About' page on their Facebook page should list company accounts on other social venues, like Twitter and LinkedIn.

Jacob Hurwith: What is an engagement style? How can you determine that just from their website?

Bill Chamberlin: When I assess a company's engagement style, I am looking to see if the company welcomes and encourages two-way communication with its fans/followers. For example, when I assess a Facebook page, I'm looking to see if the company posts questions to its fans and actively responds to fan's comments and questions. If all I see are post after post after post that is a copy/paste of a post made on Twitter with no interaction with fans, then I conclude that the company does not want to be social with its fans.

Jacob Hurwith: Do you have any examples of a brand or client doing an assessment of a competitor’s website or social channels and then altering their own strategies?

Bill Chamberlin: At IBM, we follow a standard social media marketing process that relies on market intelligence and competitive intelligence to drive decision-making. This process has been in place for over four years, so we have many examples of strategies that have been altered or changed by the results of applying the type of methodologies techniques I will be teaching in the session. 

Jacob Hurwith: Can the same lessons be used for B2C or is your session just targeted towards B2B?

Bill Chamberlin: Don't think this session is for B2B only. The methodologies and techniques I will be teaching can be applied to assess any organization or business whether B2C, B2B, government and even non-profit.  

Jacob Hurwith: What other sessions at WOMM-U are you most looking forward to?

Bill Chamberlin: Well, I'd like to plug another session I will be speaking at! I will be on the speaker panel for "Influencer Marketing -- Put It to Work!" along with my other subcommittee members. We will be introducing WOMM-U attendees to the new WOMMA Influencer Guidebook.

Jacob Hurwith: Is there anything else about your session that you would like to share

Bill Chamberlin: My slide deck includes lots of different examples. We won't have time to review all the examples, but I am including them for your reference after WOMM-U. And since there is never enough time to answer all questions live, I encourage anyone who has a question on how to perform social audits/assessments to contact me through my website at www.billchamberlin.com.

Learn how to assess your website and your social channels at WOMM-U this Monday, May 20th, in Chicago at the Radisson Blu. Tickets are available.

Author:
Jacob Hurwith
Marketing and Social Media Coordinator
WOMMA


This entry was posted on May 13th, 2013
Tags: Audit, IBM, Marketing Assessment, Social Media, WOMMA, Wommy, Word Of Mouth


Our Contributors

Rod Brooks
Vice President & CMO, PEMCO Mutual Insurance
Dennis O’Malley
CEO, Ready Pulse
Frank Burns
VP of Solutions, FeedMagnet
Ekaterina Walter
Partner & CMO, BRANDERATI
Theresa Trevor
Marketing Director, Amplifinity
Steven Van Belleghem
Author of “The Conversation Company”, B-Conversational
Jordan Slabaugh
Director of Social Media, Spredfast
Geoffrey Colon
Vice President, Digital Strategy, Social@Ogilvy
Kendra Simpson
Vice President, Social Strategy, Social@Ogilvy
Stuart Tracte
Account Director, Digital Strategy, Social@Ogilvy
Brad Fay
Chief Operating Officer, Keller Fay Group
Kristen Zufan
Consultant, ComBlu
Gary De Jesus
Former Senior Vice President of Corporate Development, MKTG INC
Richard Beedon
Founder & CEO, Amplifinity
Andrew Rossi & Lauren Martiello
Creative Team, M Booth
Virginia Miracle
WOMMA Chairman and EVP of Services at Spredfast, Spredfast
Carri Bright
Senior Manager of Community & Support, Izea
Rick Murray
President of Edelman Chicago and WOMMA Board of Director, Edelman Chicago
Suzanne Fanning
President, WOMMA
Courtney Doman
Digital Marketing Manager, Spredfast
Ed Keller
CEO, Keller Fay Group
Anthony DiResta
Partner, Winston & Strawn LLP
Rose Reid
Digital Strategist, Account Executive, Social@Ogilvy
Blake Brysha
Freelance Digital Strategist & Social Advisor, Extole
Irina Kondrashova
Strategist, 360i
Rosanna Rago
Influencer Marketing, 360i
Megan Conley
Social Publicist, 360i
Emily Garvey
Senior Social Publicist, 360i
Danny Palestine
Social Publicist, 360i
Jose Martinez-Salmeron
Senior Vice President, Executive Creative Director, Social@Ogilvy
Martin Oetting
Partner/Head of Research, trnd
Chloe Mathieu-Phillips
Supervisor, 360i
Peter Claridge
Marketing Manager, Unmetric
Stefan Pollack
President, The Pollack PR Marketing Group
Kim Cohen
Community Manager, Hunter & Bard
Leigh Pankonien
Vice President, Social Distillery, Inc.
Ryan Garcia
Legal Director, Dell
Joel Windels
Lead Community Manager, Brandwatch
Jye Smith
Vice President - Digital, Asia Pacific, Weber Shandwick
Marcia W. DiStaso
Assistant Professor, College of Communications at Pennsylvania State University
Asit Gupta
Co-founder, Advocacy WOM
Maggie Walsh
Senior Strategist, 360i
Ben Straley
Vice President of Social Technologies, Rio SEO
Gemma Craven
Executive Vice President, NY Group Director, Social@Ogilvy
Jeff Bodzewski
President & Chief Rhino, Rhinotale
Tom Chernaik
CEO at CMP.LY, Co-Chair of WOMMA’s MEAP
Devra Prywes
VP Marketing & Insight, Unruly Media
Katie Creaser
Vice President, Affect
David Yeend
Senior Brand Strategist, 22squared
Mr. iStratbuzz
Blogger, iStrategy
David Krejci
Executive Vice President, Weber Shandwick
Thomas Kim
Product Manager, Social Technologies, Rio SEO
Judi Friedman
Sr. Vice President, Fizz
Jasper Snyder
Vice President, Converseon
Nando Rodriguez
Senior Social Media Recruiter, NA, Social@Ogilvy
Ashley Libby
Principal & Founder, The Anca Group
Bill Chamberlin
Principal Research Analyst and Consultant, IBM
Jane Collins
Research Director, BlogHer
Neil Beam
Director of Sales, MotiveQuest
David Blake
Freelancer, Money Crashers
Andy Levitt
Founding Partner, HealthTalker
Jennifer Voisard
Senior Consultant, ComBlu Inc.
Matt Heindl
Senior Director of Social Media Marketing , Razorfish
Karen Kuller
Director of Marketing, Hunter and Bard
Martin Daniel
Marketing Executive, Unmetric
Kristy Woolbright
Senior Social Media Associate, 22squared
Nick Cicero
Lead Social Strategist, Livefyre
Desiree Mejia
Intern, Social Distillery
Jeff Morrissey
Brand Specialist - Marketing and Innovation, BISSELL Business Ventures
Jeff Woelker
VP & Director of Digital, Zócalo Group
Kristen Matthews
Marketing & Community Manager, GroupHigh
Ryan Simmons
Creative Technologist, 22squared
David King
Founder & Resident Wikipedian, Ethical Wiki
Jeff Epstein
Founder, Ambassador
Ryan Johnston
Account Coordinator, Social Distillery
Rob Key
Founder & CEO, Converseon
Mauricio Godoy
Account Director, Social@Ogilvy
John Moore
Chief of Wahoo, Brains on Fire
Jeremy Katz
Worldwide Editorial Director, Ogilvy & Mather
Allison Jordan
Intern, Zócalo Group
Ranjani Raghupathi
Marketing Executive, Unmetric
Dan Martell
Founder & CEO, Clarity.fm
Deirdre Walsh
Sr. Social Strategist and Social Team Manager, Jive Software
Rachel Ullstrom
Account Director, Social Technologies, Rio SEO
Kyle Lebet
Associate Digital Media Director, 22squared
Rhena Wallace
Account Supervisor, Affect
Elissa Fontenot
Social Media Coordinator, Social Distillery
Danielle Johnsen Karr
Senior Community Manager, 360i
Mann Russ
Chief Executive Officer and Founder, Covario
Brook Jay
CMO, All Terrain
Ashley Futak
Senior Marketing Manager, Extole
Erich Marx
Director of Interactive & Social Media Marketing, Nissan North America, Inc.
Maureen Higgins
Digital Marketing Manager, BOHAN Advertising
Mary Green
Social Media Fuze
Ashley Walters
Director, Consumer Experience, Powerhouse Factories
Erin Rankin
Social Media Manager, Johnson Group
Iris Vermeren
Community Manager, Brandwatch
Sarah Eck-Thompson
COO, All Terrain
Monica Bhandarkar
VP, Social Media & Business Development, JSH&A
Adam Wexler
Founder and Chief Strategy Officer , Insightpool
Lisaann Dupont
Communications Manager, Ryman Auditorium
Betsy Smith
Senior Digital Strategist, Flightpath
Steven M. Weinberg
Partner, Holmes Weinberg PC
Anna Kassoway
CMO, Crowdtap
Brandon Evans
Founder and CEO, Crowdtap
Deborah Holland
Executive Vice President, Publishers Clearing House
Clay Sifford
Chairman and CEO, Ovation, Inc.
Ben Rosenfield
Founder, Freebie
Chris Duskin
VP of Marketing, Extole
Kelly Karcz
Account Executive, JSH&A
Bob Troia
Founder and CEO, Affinitive, a Project WorldWide agency
Eric Forst
Chief Marketing Officer, Synapsify
Holly Regan
Software Advice
Amanda Nagele
Senior Account Supervisor, JSH&A
David Witt
Leader, Mid-West Region, WCG; Group Director, Brand Strategy and Engagement, WCG, a W2O Company
Lauren Gould
Marketing Manager, Ready Pulse
Kristen Sussman
President and Founder, Social Distillery
Alicia Lawrence
Content Coordinator, WebpageFX
Noemi Pollack
CEO, The Pollack PR Marketing Group
Sam Ford
Director of Audience Engagement, Peppercomm
Vanessa Squires
Program Manager, Fizz
Marcos Martinez
Business Development Executive, GroupHigh
Sandra Fathi
President, Affect
Josh Anisfeld
Vice President of Digital Engagement, Zeno Group
Ginny Broker
Senior Account Supervisor, Zócalo Group
Rick Liebling
Head of Global Marketing, unmetric
Ran Shaul
Pursway
Katie Sotor
Crane USA