| A way to identify early adopters. When did the organisation embrace social media or dip their toe into the digital waters? Are brand leaders leading the field?
|To understand their commitment to social media. Is it an internal person (junior, senior, IT or marketing) or an external agency? All the updates on one day or over a period of time?
|Social media is 24/7, how does the organisation manage this? Monday to Friday or more?
|To measure activity and if the account is still current. Have they captured their brand name but not taken action?
|To see the impact of their communications. The number of updates (may be linked to number of fans) and interaction from their network.
|To gauge their share of the voice in the sector.
|To look at their management of social media. Multiple programmes or streamlined?
|To understand their approach to marketing and whether it’s integrated throughout all their communications. Links to landing pages.
|To identify brand consistency and brand creep. Some companies use a corporate face, others use the individuals within the company, what identity is being used?