A logical first step is to perform an audit . This is a zero measurement in which you assess and analyze the current results of the brand or organization on social media, both quantitatively and qualitatively. We usually take a measurement period of 6 months, so that a lot of historical data is available. You can work out the audit in a slide deck , but of course also in Excel, for example. This b2b email list gives you a great picture of the social media maturity of your organization, as well as the low-hanging fruit with which you can make progress in the short term.
What do you measure in such an audit? For example, the following:
Quantitative score of your social media content
Your reach, impressions and frequency (the number of times you reach your user).
The traffic you generate to your website, and possibly the conversion.
Your community, and the development of that community over time.
The volume of your content, how often you post.
Qualitative score of your social media content
The engagement on the content. Not only in terms of likes , comments and shares , but also clicks and views are interactions.
The quality of your content, as assessed by the use of motion versus static images, the click-through rates on your content, and the view percentages.