Brand and Social Media Audits

The following brand audit was done as a project for a course taken at Miami University in 2018. This document was not used or intended to be used by or for the client. I have done other audits as an employee at Res Publica Group and Prophet (both social media audits), however due to employee confidentiality agreements, that information is not available other than a general overview for one of the organzations.

Sun Bum

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Social Media Audit

Due to employee confidentiality agreements, I cannot release the insights or work I developed for this audit. Below is a list summarizing the type of insights I found. These insights pulled from the data collected, was used to drive the social media strategy for the organization the following year.

Audit Overview

The social media platforms of 16 competitors in addition to the organization itself was reviewed over a three month period and focused on organic social strategy. This included the analysis of over 800 organic social posts covering content from four social media platforms– LinkedIn, Instagram, Facebook and Twitter.

Metrics Measured

Metrics pulled across platforms and competitors included:
- Posting frequency
- Following size
- Average engagement rate
- Social graphic trends and themes
- Content topic trends
- Content mixes

Discovered Insights

When analyzing the data, I found the following insights:
- How post frequency could impact following
- How post frequency could impact engagement rate
- How social graphics could impact engagement rate
- Popular content mixes across competitors
- How content mixes could impact following and/or engagement rate
- Key topics being promoted by competitors
- How to optimize my former organization's social content to increase engagement with audience while also growing following