ADM 1370 Lecture Notes - Lecture 4: Web Analytics, Pinterest, Linkedin
3 May 2018
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Chapter 4
• “Grasp the current contain”
• Audit not solely about your own social media channel but the digital properties and
marketing channels
• Audit should cover social media presence of competitors
Existing Digital Properties and Marketing Channels
• Digital properties and market channels
o Website: fully integrated with social media
o Newsletters: integrated with social media
o Content: created for outlets of your other digital properties can be used part part
of your social media strategy
o Events: all type can be integrated with your social media efforts
o Pay-per-click (PPC) ads: used on Google and also on social media websites
o Traditional print, radio and TV ads: integrated with social media by including
icons
• Take an inventory of current digital properties as part of the social media strategy
Social Media Audit
• Baseline metris for your own social media strategy and to determine how you compare
with your competitors
• Help create the industry role models
• Following metrics to audit
o Customer base/market share
▪ Public information regarding customer based market share
o Website rank
▪ More traffic and website analytics (I.e. Google)
o Reach
▪ Fans can be bought (fake fan)
▪ Auditing the platforms and numbers:
▪ Blog RSS subscribers
▪ Facebook fans
▪ Twitter followers
▪ LinkedIn company page followers
▪ LinkedIn group members
▪ Google+ brand page circlers
▪ Google+ community members
▪ Youtube channel subscribers
▪ Pinterest followers
▪ Instagram followers
o Frequency
find more resources at oneclass.com
find more resources at oneclass.com
