“A brand is no longer

what we tell the consumer it is –

it is what consumers

tell each other it is.”

We carry out a full audit across all of our your social media channels. During our social media audit, we use a variety of tools to dive deep into your social presence, assess your social media performance, we analyse competitors’ activity and make recommendations for your social channels that align with your business objectives.

As part of your social media audit, we use social listening tools such as Brandwatch to see which social networks drive the most conversations about your brand, what sentiment is attached to these conversations, and which mentions have driven the most visibility. We also delve into your audience and industry demographics so you can learn who is having these conversations, what their interests are and what motivates them. These insights will then inform an audience-driven social strategy.

We also examine each of your individual social channels, looking critically at the type of content you post and what you can do to generate more engagement, grow your audience and drive more website traffic. We make technical recommendations for optimising your social channels for search engines as well as increasing the discoverability and reach of your content.

Our social audit looks at your key competitors too, benchmarking your performance against industry leaders and making recommendations on how you can out-perform them and gain an online share of voice. We’ll also examine their latest content and campaigns, offering insight as to how they’re engaging their audience and how you can use this in your own social campaigns.

Audience Monitoring

When we conduct social listening for our clients, we use a variety of tools to monitor conversations that happen online, mainly on public social media channels, but also on news sites and blogs.

Why is social listening important?

The purpose of social media listening is to find out what’s being said online about a particular brand, across a wider industry, or about a specific topic. Social media is said to be the ‘new word of mouth,’ and because every conversation is documented online, social media listening allows these conversations to be monitored and analysed for marketing purposes.

Building Personas

When it comes to content, too many brands focus on what they want to share with their audience and don’t stop to think about what their audience actually wants to see.

It’s important to make sure that the content you’re creating or sharing is actually relevant to your audience. And to do this, you need to understand exactly who your audience is before deciding on your content and social strategies.

Persona or audience development can answer many important questions such as:

  • Who is your audience?
  • Where can you reach them/what channels do they use regularly?
  • What content do they engage with?
  • What are their needs/concerns?
  • How can your brand make their lives easier?

Where Are The Target Consumers?

Once we’ve identified and agreed on the initial audience segments, we find out where those target consumers are online. We understand that each consumer group can be targeted on different online platforms with a range of content and outreach strategies.

By identifying and targeting these platforms we can gain backlinks from relevant domains, increasing appropriate referral traffic while raising brand awareness and earned media potential. We then start to create conversations with the identified audience types.

Here’s where our example target consumers can be found:

Style-conscious – Design, lifestyle and product review sites

House-proud – Lifestyle, family and parenting sites

Hipsters – Alternative news and media outlets, quirky lifestyle and fashion sites

Once we have our starting audience segments and outlines of where those audiences are engaging, we need to confirm how the audiences are engaging with current content. And for this we need data.

Each consumer group is targeted through insights gained and behaviour observed. We’ll identify top socially-performing content on a range of key influencer sites in each niche to inform an effective content strategy. Below is some sample data of top-performing content with related social media platform behaviour data.

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