Social Media in the Real World: Successful Applications of Social Media Strategies
(1.2 CEU)
Course #: SMM 9003
Term: Fall 2011
Assignment One
Complete a Social Media Audit
Please carefully review and complete the steps below to create your Social Media Audit:
1. Measure your chosen company's online presence against two to three competitors
/ organizations in the following areas explained below (you can use up to 5
competitors / organizations if you email me and obtain prior permission).
2. You must create your audit in Microsoft PowerPoint or Apple Keynote. For this
assignment only, you can create your audit in Microsoft Word.
3. As you will be presenting to the class, please email your document for
presentation to me ([email protected]) at least 12 hours before the start of class.
a. For this assignment only, you can submit your assignment closer to the start
of class by making arrangements with me via email at least 12 hours prior to
the start of class.
b. Please include your full name, the words “Social Media Audit” and return
email address in the subject line of your email to me.
4. Your presentation is strictly limited to three minutes. This will be timed and you
will be cut off if you are not done within this timeframe. You will receive a 30 second
warning. You must end by asking the class if they have any questions or comments. I
will assist in facilitation, as well as ask questions. Please plan to stand in front of the
class until I thank you and you are excused.
5. Question and answer time will be strictly limited as well. Please keep this in mind
when asking questions and, especially, commenting. You will have the opportunity
to leave comments for one another online after class.
Audit Format
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Please use one page per topic listed in bold below.
Email | Office: +1 (415) 633-6131 | Skype: jennifer-neeley | Schedule
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Confidential
Page 1
7/13/2017
© Jennifer Neeley, Social Media Management Consultant. Web Strategist. Speaker. Broadcaster. Professor.
Social Media in the Real World: Successful Applications of Social Media Strategies
(1.2 CEU)
Course #: SMM 9003
Term: Fall 2011
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Use tables or columns where possible to compare companies side-by-side.
You are encouraged to include screen shots of the information you gather. You can
add a page for each visual you like.
There is no minimum or maximum of pages you can use, but remember you only
have 3 minutes to present your document.
I will review your document and make it available for other students to review; this
means it is a public document within the course.
Anything you do not think you will have time to address, but would like to be
available to refer to, please create and add to an appendix at the end of the
document, making sure to refer to Appendix A, B, C, etc. during your presentation.
Please note: The “perfect” presentation format should vary from person to person in
keeping with how they want to address in what order and how much information you find
for each area, etc. Please keep this is mind. It is the reason I am not giving you an
example. Use what works for you based on the requirements listed above.
You will learn as much from seeing the approach of your fellow classmates as you do from
the information you present. This is key to how to present well in the real world; see
what others do, learn and improve.
How To Audit
Capture The Following Information
Analytics
Use the following sites to track your unique Web site traffic (remember to grab
the permalink when possible!)
 Compete.com
 Alexa.com
 Quantcast.com
Email | Office: +1 (415) 633-6131 | Skype: jennifer-neeley | Schedule
Web | Twitter | LinkedIn | Facebook | Podcast
Confidential
Page 2
7/13/2017
© Jennifer Neeley, Social Media Management Consultant. Web Strategist. Speaker. Broadcaster. Professor.
Social Media in the Real World: Successful Applications of Social Media Strategies
(1.2 CEU)
Course #: SMM 9003
Term: Fall 2011
SEO
Web Site Meta Data
 HOW TO: Grab Web site meta data (UPDATED)
o Title
o Description
o Keywords (Web site standard: no more than 30 phrases or words separated
by commas)
Business listings
 Google Places - Ratings, number of reviews and sentiment (positive, neutral or
negative)
 Yelp - Ratings, number of reviews and sentiment (positive, neutral or negative)
Geo-Location
Is the location "claimed" by your business and your competitors?
 Foursquare
 Gowalla
 Others to decide from: WHERE, SCVNGR, PlacePop and Dopplr
Social Media Presences
Facebook:
 URL to your company and competitor pages
 Number of Likes (as seen on company Wall, example has the number you are
looking for circled in red)
 Activity frequency:
o Roughly how often is the company posting? Daily? Weekly? Monthly? Less or
more often?
 How often are users interacting with the company's posts?
o Roughly how often are users intereracting?
 Are they interacting more with company postings?
Email | Office: +1 (415) 633-6131 | Skype: jennifer-neeley | Schedule
Web | Twitter | LinkedIn | Facebook | Podcast
Confidential
Page 3
7/13/2017
© Jennifer Neeley, Social Media Management Consultant. Web Strategist. Speaker. Broadcaster. Professor.
Social Media in the Real World: Successful Applications of Social Media Strategies
(1.2 CEU)
Course #: SMM 9003
Term: Fall 2011
Postings of other people?
Companies?
Each other?
o State frequency as daily, weekly and/or monthly frequency
Do they have a custom Welcome or Landing page? Does it imply or strictly require
that you "Like" the page to see the wall? See examples from Red Bull (link to page)
and Coca Cola (link to page).
Are there frequent names interacting with company?
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Twitter:
 Twitter URLs of your company and competitors
 Number following your company and competitors
 Number followers your company and competitors
 Is your company or your competitors Listed
o Are the lists public or private?
 Example of what information to collect
 Does the Twitter presence or your company or competitors have a custom icon /
logo background?
o If so, what's it say/promote?
 Which link shortener / tool do they use to publish? (e.g. Tools: Tweetdeck,
Hootsuite, Seesmic; e.g. Link shorteners bit.ly (j.mp is the same as bit.ly), goo.gl,
is.gd, ow.ly (same as ht.ly), kxk.me, doiop.com, snipurl.com, tinyurl.com and tiny.cc
Google+:
 Search for your company / organization and competitors on Google+. As many are
trying to use different features in many different ways, simply explain or show how
the platform is bring used, if at all, by the organization and / or its employees.
LinkedIn:
 Company page link
o Number following the page
Email | Office: +1 (415) 633-6131 | Skype: jennifer-neeley | Schedule
Web | Twitter | LinkedIn | Facebook | Podcast
Confidential
Page 4
7/13/2017
© Jennifer Neeley, Social Media Management Consultant. Web Strategist. Speaker. Broadcaster. Professor.
Social Media in the Real World: Successful Applications of Social Media Strategies
(1.2 CEU)
Course #: SMM 9003
Term: Fall 2011
Number of employees
Percent male to female and top schools, if available
Recent hires / People who've left (lots of hiring / firing?)
Where did most people leave to go? (Where they come from can be useful,
too)
Answers: Does your company, competitors or questions based on your keywords
come up?
Groups: Does your company or competitors have a one group more?
o What are the group titles?
o Are the groups you look at open or private?
o How many members do they have?
o How active does the group appear to be?
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Email | Office: +1 (415) 633-6131 | Skype: jennifer-neeley | Schedule
Web | Twitter | LinkedIn | Facebook | Podcast
Confidential
Page 5
7/13/2017
© Jennifer Neeley, Social Media Management Consultant. Web Strategist. Speaker. Broadcaster. Professor.