Is Your Social Media Program Working for You – Or Wasting Your Time?


Survey Monkey recently published the 20 most downloaded apps. The top five most downloaded apps are: Facebook, Messenger, Snapchat, Instagram and Color Switch. The top 5 most USED apps are Facebook, YouTube, Messenger, Google Maps, and Play Store.

So – who cares about these apps? Well, what this study tells us is that these apps are being used extensively be certain populations, and therefore they do represent an opportunity to create your own ‘media communications channel’ to the audience you would like to reach.

The big question, though, is this: have you used any of these apps? Have you measured the effectiveness of your app use? Have you benchmarked your competitor’s use of social media? Are they doing it better than you – and if so – what are they doing?

If you haven’t, you might consider performing a social media audit. The social media audit provides you with an overview of what you and your firm are doing; what your competitors are doing; and then paves the way for a strong and successful social media strategy and program.

Here’s some guidelines: if your interns are posting that they are engaged or that it’s someone’s birthday today, you need help! If you haven’t posted in a week or a month, you need help. If you haven’t posted in a year, please, delete your account and start over!

Here are the first five steps to getting ready for your social media audit:

1. Compile a list of competitors. Try to keep it to ten or under.

2. Compile a list of the relevant executives within those firms to research social media usage on.

3. Put together a list of your top 4-6 executives, as well as their ‘handles’ on all social media.

4. Determine who will do the research and how.

5. Set a time frame and create a format to ‘house’ the research.

Now you are of and ready to get started.

This may seem like a daunting task, but it is an essential one these days. I will leave you with one quote to consider:

“The only thing worse than a social networking junkie who breaks out in a cold sweat if she hasn’t updated her page in the past ten seconds is the person who proudly refuses to join Facebook (or LINKEDIN). You know, they are the same (person) who refused to get a cell phone until, like, 2002.” – Andrea Laventhal

Once your social media audit is complete, choose 1-2 outlets to focus on. Once your executives are up and running with those two outlets, you MAY choose to move to others – or simply continue doing the ‘right thing’ where it counts!

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