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The Financial Times Guide to Social Media Strategy by Martin Thomas

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CHAPTER 11

AUDITING YOUR PERFORMANCE

Why this is important

Continuous testing, benchmarking and learning is a cornerstone of all social media activity. It will help you identify areas of relative underperformance, potential risks and opportunities to generate better results.

The purpose of the audit is to:

  • measure the overall return on investment generated by social media;
  • identify areas of risk;
  • review the effectiveness of individual activities;
  • test the effectiveness of systems and process and identify areas requiring improvement;
  • identify investment needs;
  • highlight skills/knowledge gaps and training needs;
  • highlight potential missed opportunities.

This is not an exhaustive list, but these are the problems I tend to encounter during ...

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