June 21, 2011

A social media analysis in six steps

Whether you’re a seasoned social media user or a beginner, you can benefit from this three-part series focusing on social media planning, broken down into the following parts:

  1. Part 1: Social media analysis (below)
  2. Part 2: Social media strategy
  3. Part 3: Social media plan

Deltina HayAsocial media analysis should define an organization’s online goals and target market as well as the existing resources it has to apply to social media efforts.

A social media strategy should include how an organization can improve social media optimization for its existing website as well as recommendations of other social media tools and how an organization can leverage them.

For each tool recommended in the social media strategy, the social media plan should include an overall strategy for applying the tool specifically to an organization’s needs and tactics for managing and optimizing the tool. The resulting plan should reflect the needs and resources outlined in the social media analysis and strategy.

6 steps for completing a social media analysis

1Perform a SWOT analysis in addition to the items below.

The Canadian site SEO Wizardry has a nice example of social media SWOT analysis.

2Define the organization’s target market.

3Define the organization’s online goals. What, specifically, does the organization want to accomplish with social media?:

    • Get the word out about their brand.
    • Offer a platform for getting a specific message out.
    • Target new customers.
    • Sell more products.

4Assess the resources available to the organization.

    • Outline the resources the organization has on hand to facilitate social media efforts.
    • Estimate how many hours a day the organization can afford to expend on social media efforts based on this outline.

5Analyze the organization’s existing website:

    • Is the organization’s existing Website social media optimized?
    • Does it offer ways for visitors to interact, share or collaborate?

6Analyze the organization’s existing social media efforts.

    • If the organization already has some social media accounts in place, are they optimized?
    • Does it seem they are offering content relevant to their target market and goals?

Stay tuned for the next post in this series, when we discuss how to prepare a social media strategy.

This post originally appeared as a Social Media Tip of the Day entry from Social Media Power.Deltina Hay, a partner in Socialmedia.biz, is an author and educator who develops online curricula on social media and other Internet marketing topics. She also helps businesses prepare their content for semantic search and big data analysis. Contact her, follow her on Twitter and Google Plus, or leave a comment below.

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  • I think it's also vital to identify if the social media efforts of the organization have affected or have been aligned with other forms of web marketing such as SEO, and determine the impact of linking as well as converted traffic brought by their social media campaign.

  • Good point, Lauren!

  • cdurai

    Great job! Very impressive step-by-step description of social media analysis for organisations. There’s more importance for the social media monitoring tools in these steps. Thank You for the post.

  • Lisa

    Hi, there is also another way how to analyse social media content. Check out my free ebook at amzn.com/B00H26V30G