Our final webinar today focused on the first step the strategy circle aimed at identifying opportunities and more specifically on social media audits. In doing so, we discussed the purposes and objectives of a social media audit (health-check, branding, communication, marketing, advertising, benchmarking), the perspective (internal or external) from which an audit is undertaken and the kind of information and data that would be needed to complete it. For this last step we looked both at the data freely and publicly available online (given usually by every social media platform) but also the data that could be obtained from third-party apps and analytics tools (we mentioned Foller.me, Likealyzer, Alexa among others).

Several examples of how social media have been used as a research methodology are available on my website and my Academia.edu page.

The slides from today’s lecture are available below.

More information and resources: