36 Actionable Checks

Leverage Influencers

Grow Social Visibility

Improve Buyer Confidence

Grow a Distribution List

Have Better Marketing



Checklist

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Is the brand's social media presence competitive?

The brand should attempt to out-compete any competitors. To do this, the competitors must be identified as well as their strengths and weaknesses.

Has the brand identified top key competitors?

In the "Insights" tab on Facebook will be "pages to watch."

To add competitor pages, click "add pages" button, and Facebook will populate your rank.

Does the brand's applause rate exceed key competitors?

Applause Rate = # Likes per Post.

Look at the number of "likes" your competitors are getting on their posts to compare.

Does the brand's amplification rate exceed key competitors?

Amplification Rate = # of Shares per Post.

Look at the number of "shares" your competitors are getting on their posts to compare.

Is the brand's activity volume too little vs. competitors?

Under "Pages to Watch," compare # of posts under "Posts This Week."

Is the brand's social ad spend in line with competitors?

Is Twitter discoverable in the major twitter directories?

These don't have the same affect they once did, but listing sure can't hurt.

http://wefollow.com/
http://www.twellow.com/
http://www.twibs.com/
http://twittercounter.com/
http://www.tweetfind.com/
http://www.loadedweb.com/
http://www.localtweeps.com/
http://listorious.com/
http://www.tweetportal.com/
http://justtweetit.com/

Drop that list into URL Opener and go nuts.

Is social media integrated with the brand's website?

Social media be deeply integrated with the brand's website. This provides ways to share, ways to follow, and gets the maximum performance out of content when it appears on social feeds.

Are sharing tools available on blog posts, press, and other content marketing?

It doesn't matter too much, whether it appears on the left, right, top, or bottom of the page. Just so long as it's there.

For WordPress, we currently recommend the Super Socializer plugin.

Does the site have strong Twitter Cards on each page?

Meaning, are they valid, unique, and high quality? Test Twitter Cards here and make a judgement call.

Does the site have strong Open Graph content on each page?

Meaning, is the data valid, unique, and high quality for each? Test how Open Graph tags are presenting major content on Facebook using the Open Graph debugger.

Are the brand's social profiles fully developed for launch?

Social profiles should be fully filled out (optimized), have a base of followers, and sized accordingly for optimal appearance.

Do cover photos, headers and avatars fit best practices?

A good header will fit the latest industry standard. You can typically recognize poor design skills without much science; pixelation, skewed dimensions, etc. are all symptoms. Reference the social image sizing guide for the latest guidelines.

Are the brand's biographies optimized to their full potential?

1. Is the profile filled out completely?
2. Are long tail keywords used in bios and descriptions?
3. Are industry specific words used?

Are the brand's other profile attributes filled in to their full potential?

Check for any privacy policies or tags you may be able to use.

Has the client list been imported to all sites that allow it?

Twitter - Under "who to follow," click on "find friends," which will help you upload Gmail or Outlook contacts.

Pinterest - Go to your profile settings, click on "social networks" and choose the database you would like to upload from.

 

Has the prospect database been imported to all sites that allow it?

Twitter - Under "who to follow," click on "find friends," which will help you upload Gmail or Outlook contacts.

Pinterest - Go to your profile settings, click on "social networks" and choose the database you would like to upload from.

Are qualified leads been imported from the sales CRM?

If the brand has a developed sales program (with a sales CRM), it's probably loaded with qualified leads. For a large percentage, social media engagement can serve as remarketing until the timing is right or they're adequately convinced.

For best results, do this regularly.

See previous above for instructions on importing.

Are affiliates/referrers imported from the affiliate database?

Does the brand have an affiliate/referral program? They'll typically be managed using a dedicated system like iDevAffiliate. These people have deliberately volunteered to advocate for you. Sharing your content supports sales that they are already trying to make, and seeing it keeps you top-of-mind for any would-be referrals.

See previous checks for instructions.

Should the brand run social ads to grow followers?

After confirming the steps above, decide if there's a critical mass of engaged followers.

The answer to this will often be shades of grey, but if the answer is potentially "no", you probably want to consider running social media ads geared towards raising followers. It's better to invest there before investing in a lot of brilliant social media content that might not ever get seen.



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