Social Media Audit and Strategy

Contents
SWOT Analysis for Social Media..................................................................................................................1
Confrontation Matrix for Social Media........................................................................................................2
Key Issues as a result:..............................................................................................................................2
Definitive Central Problem......................................................................................................................3
Strategic Opportunity..............................................................................................................................3
Possible Goals......................................................................................................................................3
Social Media Analytic Overviews.................................................................................................................3
Suggested priority:...............................................................................................................................4
Possible Strategy.........................................................................................................................................4
Content Ideas for Content Calendar............................................................................................................5

SWOT Analysis for Social Media

 Strengths
o Consistent posting on used platforms
o Brand voice is evident and cohesive
o Quality graphics/photos
 Weaknesses
o Often identical posts on different platforms same day/time
o Low Engagement (across most, not all platforms)
o Not gaining new followers steadily across all platforms
o Instagram
 Opportunities
o Analytics for Evaluation
o SEO Research Application
o Recruiting for Hiring, etc
o Brand recognition
 Threats
o Negative Feedback
o Competitor media
 o Any social media Algorithm change, algorithm differentiation across multiple
platforms

Confrontation Matrix for Social Media

Purpose: Comparing categories of SWOT to find best practices and weak points.
Highly Positive Correlation= ++ No Correlation= Blank Space Negative Correlation: -

Positive Correlation= + Could be correlated, no big Highly Negative Correlation: --

impact= 0

Confrontation Matrix
  Strengths   Weaknesses

Quality Images/graphics
Consistent Posts

Same posts on multiple

Cohesive Brand Voice

Low new follow rate

Low Engagement
platforms
 
Opportunities

Analytics for Evaluation ++ + 0 - + +

SEO Research
Application + ++ + - + 0

Hiring/Recruiting + + + - - -
Negative
Threats

Comments/Feedback - 0     - -
Competitor Media + + + -- - -
Algorithm Changes 0 - 0 -- - -

Key Issues as a result:

Negatives:

The fact that the same content is used on most posts across different platforms
combined with possible competitor media strategies results in key issue 1.
 The same strategy/content is used on multiple platforms versus algorithm
differentiation results in issue 2.

Positives:

IEA’s consistent posts on social media paired with the opportunity to have analytics for
evaluation results in opportunity 1.

IEA’s cohesive brand voice paired with the opportunity for SEO Research application
results in opportunity 2.

Definitive Central Problem

With an unchanged strategy, the company will likely lessen its reach outside the
company, lowering brand recognition and impacting recruiting practices.

Strategic Opportunity
IEA’s consistency in posting and cohesive brand voice paired with analytical evaluation
and SEO research will increase engagement and reach outside of the company.

Possible Goals
 Increasing community engagement and following
 Increase Brand Awareness
 Grow Audience
 Enhance/Generate client relationships.

Social Media Analytic Overviews

Analysis was done via Hoosuite, comparing this month to last month on all platforms.
LinkedIn

 Strongest social media outlet for IEA

 Gaining followers quickly and maintaining current following
 A 2% engagement rate is considered good on LinkedIn, anything higher is great
o LinkedIn is at about a 6-7% from the last month!
 The way things are posted are business-oriented and celebrate industry-specific people
and projects- no need for any change

Facebook

 Engagement is down pretty big from last month in all areas

 Anything above a 2% engagement rate for Facebook is considered “great”
o IEA’s engagement rate for Facebook this past month sits exactly at 2%
o There’s room for growth as engagement is currently down
 Hootsuite age research- specific to Facebook
 o Ages 25-34 (1.4k)
o Ages 35-44 (939)
o Ages 45-54 (607)

Twitter

 Analytics
o Only 17 engagements in the last month, 0 in the previous month
 Only engagements were likes
 Makes the engagement rate 0.02 (17/756= 0.02)
 (Engagements/Followers=Engagement rate)
 For reference, a good engagement rate for Twitter is 0.09

Instagram

 No analytics available
 Last post was June 30, 2020

Suggested priority:
1. Instagram (if still a viable account)
2. Twitter
3. Facebook
4. LinkedIn

Possible Strategy
SEO Research
o Create Keywords
 Making a list of important, relevant topics based on industry/company
 Likely to utilize the hashtag research keywords
 Primary keywords
 Closely describing the business
o Make sure these are in bios or usernames of social
accounts
 Secondary keywords
 More detail-oriented, still descriptive of business
o Wind Farms, Family-first, etc.
o Using Alt-text on posts for Instagram
 Utilize descriptive secondary keywords to boost algorithm and industry
reach

Hootsuite Analytics
 o Intentionally use certain keywords and tones throughout different weeks to test
their effectiveness
 Journal and track what is being used when
o After a few weeks of analyzing engagement and follow rate, use the numbers to
figure out what keywords/tones are best for each platform
 Content Calendar- Ideas on next portion

Instagram

 Archive the account if it’s not a viable social media outlet for IEA
 If it is:
o Change handle to @IEA.net to match Twitter
o Change bio of the account, outdated
o Use Alt Text on posts for SEO optimization
o Follow campaign?
o Using Stories/Highlights to tell the history of IEA, projects, more

Twitter

 Using more accessible content

 Less “buttoned up” tone
 More hashtag usage per IEA hashtag research
 Ask for engagement
o Click Here, follow for more, Click the link, etc.

Facebook

 Pair content with Instagram if it’s still a viable account (not all content, but most)
 Use Facebook stories (sparingly)
 Utilize demographic data (age to cater content)
o EX: Biggest age category is 25-34
 Content ideas: catering towards young professionals, young families, etc.
 Increase storytelling posts, relational content

LinkedIn

 According to analytics data, there is no reason to change current practices or strategy

Content Ideas for Content Calendar

Purpose: to separate content on different platforms and not exhaust our audience

 Increase recruitment efforts on LinkedIn/Twitter

o Need more involvement from HR
 Story Highlights for Instagram/Facebook
o Philanthropy Spotlight
o Our Company
 Info/History Highlight on Instagram
 Instagram Stories
o Multiple choice quizzes/polls once every other week
o Story Takeovers from a different branch/job site?
 Recurring themes through hashtags
o Rough Example ideas: #FieldWorkFriday, #WindFarmWednesday
 Basic posts in between more exhaustive ones (Utilize the quality photos with a simple
caption- for Instagram and Facebook)
 Employee Spotlights – Advertising people who are doing well, Anniversaries, etc.
o Employees are more likely to repost, driving more traffic towards IEA media
 Philanthropy Spotlights/light D&I spotlight