You don’t just throw darts at the board without looking at where they stick, right? Then why would a brand throw its social media missives into the ether without watching where they land, asks Kieth A. Quesenberry in Harvard Business Review.
For example, “why does the organization have a Pinterest page and how is success being measured?” Simply because the competitor has a page is not a sound strategic reason.
Conducting a social media audit, measuring how the brand itself, its consumers, and its competitors talk on social media platforms, can help brands better understand how to use social media. Quesenberry even includes a handy fill-it-in-yourself template (see above).
Do you have a framework that works for you? What, in your experience, helps to effectively inform social media strategy for a brand? We’d love to hear from you.