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As digital communication continues to explode more organizations are recognizing its importance within the marketing mix. In order to develop strategy and allocate resources business leaders need to understand the effectiveness of their existing digital initiatives. A great way to do this is to conduct a digital audit – a study of your brand’s digital presence (on its own and in relation to your competitor set) across six key areas: Reach, Architecture, Content, Conversion, Integration and Measurement.
Before launching the digital audit it’s important to establish basic criteria with respect to rating status, structure and performance. To help guide next steps set up a simple decision filter that will aid in prioritizing your findings. One simple way to do this is to assign a color coding systems as follows...
This is a good way to make sure that you are using social media effectively.