Your Internal Social Media Audit evaluates progress made, benchmarked against agreed criteria. Key questions to address include:
• What progress have we made?
• What social media channels do we already use?
• What is the level of engagement with each channel?
• What positive business benefits have we derived from our social media activities?
• Where are the main areas for future improvement?
Benchmarking is a key element of the Internal Audit and should be undertaken at five main levels:
Social Media Landscape – what progress has been made benchmarked against the opportunities presented by your social media landscape (see Step 1)?
Generic Strategy – the level of progress made benchmarked against your generic social media strategy (see Step 2).
Industry ‘Best Practice’ – the level of progress made benchmarked against industry ‘best practice’. How does your current level of SM engagement compare with the industry average? What lessons can be learned from industry ‘mavens’ (see Step 2)?
KPIs – what progress has been made benchmarked against agreed KPIs (see Step 3)?
Strategic Gap Analysis – based on the above, what is the ‘Strategic Gap’ that exists between the ‘current’ and ‘ideal’ scenarios; between where you are and where you should be? The ‘Strategic Gap’ provides a very strong basis for future social media strategy development.
Once you have completed your internal benchmark audit, the next step is to critically evaluate your organisation’s ‘Readiness to Engage’. See Step 5 to follow……
Jim and Alan