Staying on top of how your company is perceived by social media users around the world is critical. With the growth of this online tool for communication, shopping and even getting news, it’s never been more important to keep an eye on the prize. We have five social media audit examples and how to conduct one detailed below to help you get started.
Your brand needs to understand the potential world of intel available online. And our social media audit examples are just what the data scientist ordered! In fact, they offer:
- Opportunities for future growth and strategic planning. 8% of the world’s population are internet users, with a mere 4.2% of them not active on social media . . . yet.
- A meticulously close watch on all your social media platforms to better understand each audience. According to GWI (Global Web Index) the growth in social media use is partly due to multi-networking. This is a response to the widening choice of platforms with consumers turning to specific platforms to carry out certain types of networking behaviors, such as Twitch, Pinterest, and TikTok.
- Insights on your competitors. In 2021, 9 percent of U.S. marketers in companies larger than 100 employees were expected to use social media for marketing purposes.
And in 2021 81% of organizations use social media publishing/analytics tools to put their best brand forward. And now, let’s dive into those social media audit examples so you can too!
What are Some Social Media Audit Examples?
Your brand has worked hard all year campaigning and releasing new products, now it’s time to stand back and see where all this valiant effort has left you. A social media audit can measure the impact of your efforts – and more. It will measure the impact these shifts have on the market and how it affected consumer behavior toward your brand as well. Social media audit examples abound, but a handful we’ll explore – insight that can capture this intel could include audits around:
- Seasonal trends
- Influencer impact
- Customer care
- Brand Sentiment
These social media audit examples can track intel across multiple channels, including uncovering social media mentions on platforms that maybe you’re unaware of, revealing new opportunities.
Seasonal Trends for Retail
To everything there is a season, and trends are a big part of those seasons. They come and they go, and knowing which ones are receiving the most attention is vital to staying in your consumers field of vision.
In this social media audit example, Shelina Takki of PMG tracked these trends by applying social listening to see what consumers had been saying and feeling. What she noticed – and presented during NetBase Quid LIVE – was a shift to nostalgia, including old songs, fashion, even foods.
Consumers were looking for comfort post-2020, and they were finding it in the things that brought them joy when they were younger, during simpler times. So, nostalgia – the feeling of comfort it provides – became the trend and PMG used it in campaigns, product innovations and more.
This draw toward products that create feelings of comfort can be found elsewhere too – very noticeably in seasonal trends. When searching for seasonal trends surrounding hot beverages, our social conversation reveals everything from how they are being consumed to consumer favorites.
Highlighted in bright teal are outlier clusters. These conversations are receiving the highest engagements. And those conversations are centered around Drinks and Snacks.
Reading through these reveal that it’s not a flavor which consumers are looking for, but rather they are sharing stories and the desire to give back (by way of food items) to those in need during the holidays. This social media audit example offers something that can be leveraged by savvy brands, as they can not only help spread good will, but also increase brand awareness while endearing consumers and solidifying long-term loyalty.
Influencer Impact in the Luxury Market
Influencer marketing is booming and expected to surpass 4 billion in 2022. It can’t be ignored any longer as the numbers prove that influencers have a way to consumers’ hearts – one that brands haven’t been able to match. It offers a powerful social media audit example, indeed!
Luxury brands everywhere have embraced this new way to reach their audiences, and they understand the potential to reach those who previously were unavailable to them.
Take for example Dior. As we shared in our recent Luxury Report, their partnership with a K-Pop influencer helped their brand mentions to dominate the playing field.
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And you don’t have to partner with celebrities for this to work. Micro-influencers have a 20% higher conversion rate when it comes to helping brands boost sales. All it takes is the right social media analytics tools, and you can locate and track the right influencer for you.
Sentiment Shifts around Sustainability in CPG
In 2020, sustainable lifestyles soared. People became more aware of waste with the shortage of products in stores due to the pandemic, and corresponding sustainable practices extended beyond conserving toilet paper and limiting plastics. It was also apparent in eating habits, such as switching to a flexitarian diet, or even a vegan one.
We can see some of this sentiment evidenced over the last 6 months as part of a consistent sentiment monitoring habit. In this social media audit example below, we see that although sentiment is volatile (purple line), it maintains a fairly consistent 65 on a scale from -100 to 100. Consumers love sustainability.
Further evidence of its impact is found in how brands are talking about sustainability, particularly in the CPG industry, which one could argue was hit particularly hard by stricter sustainability requirements. It has caused a massive pivot in how brands do business. For example, Ziploc introduced their recyclable paper bags:
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From production to packaging, things are changing and mutating to meet the consumer demand for a more sustainable earth – and auditing that response is a must.
Competitor SOV for Finance
As far as social media audit examples in finance goes, this one is a standout. Paying careful attention to conversations online, Redditors created a huge spike of brand mentions around late January of 2021, which tied in with the GameStop stock win.
You’ll likely remember the great GameStop debacle where Reddit users banded together and realized that they could influence markets if they were unified. It all started on WallStreetBets subreddit, a densely populated and highly engaged interest group, which is par for the course on Reddit. It’s this kind of unique quality makes Redditors powerful enough to influence finance, as well as many other areas in the business and marketing world.
And it’s why understanding how your brand is being talked about and where. It’s an important social media audit example to build into any business’ process.
Below we can see that Brand A is mentioned primarily in forums, while Brand B’s largest chunk is through Twitter. Using this intel, Brand A can dig into those forums and see what ideas, products or concerns are discussed. They can also infiltrate the places where their SOV may be less, but their competitors are mentioned lots – sort out why in their handy social media analytics tool, and win!
Audience Understanding in the Travel Industry
Understanding your audience is central and intimately connected to your success as a brand. Even more so since the pandemic left its nasty footprint in all of our lives. And VRBO, one of the top travel companies knew it would be critical to read the room and understand what their audience wanted from them, before making any plans.
So, as Mellissa Peace shared during NetBase Quid LIVE, she and her team began digging. Using consumer intelligence, they w ere able to pull back the soggy curtain of 2020 and 2021 and see that families were cautiously optimistic. They wanted meaningful interactions together without the distractions of cell phones and tech.
Melissa also found that consumers wanted to stay away from others, so less hotels, and more cabins, or houses. All of this intel helped direct VRBO as a company and a brand in knowing how to reach their weary and wary travel consumers.
In that social media audit example, we can see how consumers were talking about traveling. And we have trending terms from recent days below.
Each term has a trending score, a score between 1 and 100 means that the insight is trending up. Multiple factors are considered for scoring, including the change in volume and percentage of change over the last period into a single number. This allows brands to detect a variety of trend sets, such as new and emerging insights, sustained insights, and reemerging insights.
New restaurants, clubs and parties and hiking are all being discussed. And although the travel ban is listed, the conversation is about lifting it – that’s key. Tracking these terms will integral to future travel campaigns.
The importance of these social media audit examples cannot be stressed enough. More than four billion people currently use social media worldwide, which. is more than double from 2.07 billion in 2015. On top of this, the average social media user accesses an average of 6.6 social platforms. If you’re not checking to see how your brand is perceived and where your brand stands in this social media-driven world, then you’re falling behind. Reach out for a demo and see what a social media audit can do for your business!