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Social media audits are as valuable as gold. When you scroll through a brand’s socials you can see what their strategies are, or what they are trying to be. 

I recently did an audit for a brand I’ve been researching and I for posts for random events with no real story to make me want to engage. It reminded me of my own personal page that’s more of an archive of life events than a marketing strategy.

I came up with a hypothetical campaign I that centers on the production of a podcast to generate content and to plug other channels for other types of content. 

The idea is SMART (Specific, Measurable, Attainable, Relevant, and Time Specific).

It’s a weekly podcast that will engage audience members to ask questions and curiosities they have, as well as be entertaining when it comes to various episodes. This alone will not drive traffic, but is the first step in creating a brand and discussing relevant topics.

Dave Kerpen writes in his book Likable Social Media, “No matter if your company is large or small, new or old, well established or barely known, using stories through the social Web will help garner attention for your organization. Even if your brand has been essentially telling the same story for years, bringing this story online and into the social media conversation breathes new life into it. And of your brand is, well, brand-new, creating a fresh story around your company attracts customers and can invite them. To be a part of this narrative.”

In an article published in the United Kingdom on YouGov titled Honesty and social media – A case of sharing without caring? “New research from YouGov reveals that almost nine in ten Brits uses at least one of the major social media platforms in a 30-day period to keep track of friends, family, celebrities, influencers, and business leaders. It also reveals that not even two-fifths of Brits (38%) can be fully confident that they haven’t seen any misleading content on their favorite networks – and that among some groups, dishonesty has become so commonplace that users don’t even consider it particularly important.’

‘Above all, it highlights the UK’s contradictory relationship with social platforms. If we don’t always trust them, and don’t always think of them as reliable, we can’t seem to stay away.”

The backbone of my proposed social media campaign is in honest conversation. There is too much dis-information and manipulation that begin a reliable source of meaningful, truthful, and respectful content will catch on.