Is your company’s social media compatible with Web 3.0? Follow this step-by-step checklist to position yourself for new chances.
Web 3.0 has arrived. Have you thought of doing a social media audit?
“Is my social media locked in a Web 2.0 world?” ask yourself in the mirror.
A social media audit is similar to a physical examination of your company’s digital marketing, business outcomes, public relations, and brand recognition.
In this Web 3.0 environment, here are 8 recommendations for doing a social media audit.
Schedule an audit for your brand, a quarterly checkup, and a yearly exam ahead of time, rather than waiting until a possible problem is discovered or failing results arrive.
A social media audit will result in an effective and actionable update to a current social media strategy or a fresh start to a new one.
Keep your team responsible and transparent by scheduling social media audits on a schedule and inviting all stakeholders to participate.
When it comes to social media audits, use the SMART technique of goal-setting. Maintain it.
It’s critical to understand the requirements for your social media audit, which include:
- Make a timetable. To perform the audit, set aside a reasonable amount of time.
- Allow for new technology research and innovation.
- Determine what resources are required to finish the social media audit.
- Determine whether team members or outside consultants are required to do a successful social media audit.
Include Public Relations, SEO, and PPC in the Audit and New Web 3.0 Innovations
Working remotely or in a social media marketing room behind closed doors causes dehydration and nutritional loss.
Public relations, search, and PPC will provide a more depth, optimization, and content social media strategy.
Combining marketing agendas creates a feeling of coherence and complements social media strategy with corporate goals and objectives.
Web 3.0 technology and innovation influence all sectors of digital marketing, including social media.
Web 3.0 is the next iteration of the internet, except it is more decentralized.
This implies that marketers and businesses may rely less on giant internet companies like Google and Facebook and instead focus on community, creators, and even cryptocurrency.
New social networks arising from Web 3.0, NFTs, virtual worlds, and how physical and digital worlds merge should all be kept in mind by social media marketers.
“It’s also important to consider if all of your digital marketing is connected with your social strategy by evaluating relative to the digital marketing landscape,” says Krista Neher, CEO, and Founder of Boot Camp Digital.
A social media audit process and methodology are critical for long-term success and efficiency.
Using consistent methodologies, whether it’s your own Excel procedure, a template from a third-party source, or a platform like Sprout Social, puts science behind historical comparisons.
Given that 45 percent of content professionals feel managing content development workflow is a difficulty, Landscape Management Network’s Chief Marketing Officer, Sarah Collins, explains how she conducts a social media audit.
Headlines & Grades
“We start with competitors and look for ‘who’s to beat.’ Then we write the headline for what each competitor’s strategy appears to be. We map it on a quadrant to determine the white space for the brand we represent,” says Collins.
Collins lays down a social media audit technique like this, using quantitative and qualitative factors:
The quantitative analysis takes into account rivals, community size, engagement, native channels (including Meta insights and analytics), and paid channels (such as Iconosquare, Cubeyou, Nuvi, and Rival IQ).
Content for qualitative analysis paid social through Rival IQ, and engagement.
Examine your rivals’ social media profiles to identify what they’re lacking and what you can accomplish that they’re not.
Website & Blog Assessment
Check for social media characteristics on the relevant website and blog pages, such as:
- Meta titles and descriptions.
- Content performance.
- Integration with paid media.
- Security and privacy.
Questions To Ask
- Do you have a newsroom on your website where you can post media coverage and press releases?
- Is it simple to share your blog posts and pages?
- Do your shareable titles and descriptions make sense?
- What about those graphics? Are they interesting or uninteresting?
- Have you tried out the most popular sorts of material, such as movies, reels, augmented reality, filters, avatars, and AI-enhanced content?
- What material is the most effective? (If you’re startled, you probably want to rethink your content approach.)
- In Google Analytics, which social media network has the best performance?
- Do you have chatbots integrated into your home page?
- Is 3D or immersive material appropriate?
Social Media Channel Review
This is where you should go through each channel, including the following checklist:
- Page/profile optimization.
- Cover and profile image use.
- Visual assets.
- Video optimization (i.e. playlists, featured, etc.).
- Frequency and timing.
- Content types/mix.
- Comment sentiment and response time.
- Live video use.
- Chatbots and messenger use and strategy.
- Augmented reality use.
- Virtual reality.
- Creator coins.
- Web 3/NFT marketplaces such as OpenSea.
- Audio experiences such as Twitter Spaces and Clubhouse.
- Community platforms such as Discord.
- Security and privacy.
Integrate your email marketing approach with social media.
Retargeting campaigns can help you improve your email marketing. Share the content of your email newsletter on social media, and include social media share possibilities in your email marketing material.
Explore metaverse types of channels, including:
- Horizons Worlds.
Employees on Social Media
Make sure your customer-facing personnel’s LinkedIn accounts are up to date.
Are they effectively portraying the brand? Are they sharing useful information and cultivating meaningful relationships?
“It’s no longer enough to focus on your company pages alone. You need to equip your team with the right strategies to build their brands on LinkedIn,” says Mandy McEwen, Founder & CEO of Mod Girl Marketing and Luminetics.
LinkedIn is a gold mine for B2-B firms right now, with four out of five LinkedIn users driving business decisions. Leading businesses are investing in cultivating a tribe of industry thought leaders.
Fach adds, “Many brands are using chatbots and Messenger wrong. They respond to everyone the same way. Chatbots will be a huge problem in the future if brands don’t start paying attention. Right now, it may look like they don’t care.”
Consider including a chatbot approach or SMS in your social media audit checklist.
Examine what your competitors are doing and how you may use chatbots to increase social customer support, website visits, and message outreach.
Consider purchasing an Oculus headset and experimenting with virtual worlds and landscapes to explore where virtual reality content fits into your social media strategy.
Competitive Social Media Review
Compare the social media platforms of your brand to at least two rivals or similar businesses.
Make a spreadsheet with the following entries:
- Publishing trends compared to competitors.
- Content types.
- New social networks.
- New technologies.
- Use of Artificial Intelligence.
- Virtual worlds.
- Employee/team personal brands are linked to your company’s brand and positively or negatively impact social media.
Content Style, Messaging & Optimization Analysis
This is a chance to see how well your material contributes to social media outcomes. Examine the overall content style and tone.
- Is your material impersonal and robotic, or personable and conversational?
- Is your material based on a strategic content schedule or is it haphazard?
- Are you getting the most out of your hashtags?
- Is your social media staff thinking about current events?
- Are you keeping up with the latest features, bells, and whistles that channels are introducing? Make sure you’re not relying on what worked last year instead of what’s working now.
- As new social media networks emerge, make careful to claim your profiles so you can maintain control over your brand name on each platform.
Consider each social media platform as a separate search engine.
Brands must optimize for each social media platform in the same way that they would optimize for Google utilizing keywords, links, and pictures.
Optimize your material, graphics, video, and profiles for each channel as if it were a search engine.
“I look to see where social shares lead to,” says Fach.
“Is it helpful content versus something salesy? Offer a solution that will help the person – most brands make a promise and lead the audience back to misleading content. Avoid the bait and switch type of social content.”
Review of Personas
After conducting your persona review, you might discover that your brand has no persona. It’s time to include personalities in your social media marketing strategy.
Every brand generally targets numerous different sorts of audience personas. Start using a template from extension or Hubspot if you don’t have personas.
Have a persona review with your staff as a social PR secret. Add insights, hobbies, and other details to make each persona as real as possible.
Remember to have one of the personalities represent the journalists, reporters, and media influencers who your company is targeting.
Consider designing avatars to represent and communicate with each persona (businesses like Genies) or even as simple as utilizing Bitmojis and Facebook avatars to interact and connect with your personas in a meaningful way as we reach the Web 3.0 era.