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:
- Understand whether or not they are executing social strategies that will help them achieve their overall marketing objectives
- Understand how well their websites and social venues compare with competitors
- 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 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.