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Leadership Development

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One of the best ways to learn exactly how we do things is to complete audits of other's social media accounts. We conduct thorough research for each potential client and a social media audit is a vital aspect of that. 

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Part of your training and Grayscale Certification is that you complete 10 full research templates, competitive analysis, SEO scrubs, and social media audits correctly. 

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Below you will find the tools and training you will need to conduct these tasks. 

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Research Pathway Tutorial

Open this document and follow the steps listed and match them with the information below. 

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Audit Template: 

This is the form you will use for each separate social media audit. To complete this form you will need the following information for each client.

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To begin, go to each of the potential clients social media platforms listed below and begin gathering the information listed on the audit template.   

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Facebook

  • What information do we wish we had when taking over/starting a Facebook page?

    • Over the last 12 months, what types of content have performed best?

      • Shares

      • Comments

      • Emoji

      • Likes

      • Video Views

        • Length Of Video Views

    • How often have they been posting over their last 20 posts?

      • 1 a day, 5 a day, skipping days?

      • When are they posting?

        • Same time each day?

        • Sporadically?

    • Are they creating Facebook events?

      • If so are they posting in each event daily?

      • Are they answering questions within the event?

    • On each post made over the last 20

      • How many likes on each (Then average)

      • How many comments on each (Then Average)

      • How many shares on each (Then Average)

    • How many hashtags have been used total on the last 20 posts?

    • Are they answering comments / questions fans of the page leave?

    • How are the pages reviews/ stars?

      • If negative, have they addressed them on the page?

      • If positive, have they thanked the person?

    • How many character are in each post?

      • Count total then average

 

  • What is our driving metric for Facebook?

    • Engagement

    • Fan Acquisition

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Instagram

  • What information do we wish we had when taking over/starting a Instagram profile?

    • Over the last 12 months, what types of content have performed best?

      • Post

        • Pic

          • branded

          • real

          • band

          • multi-photo

        • Video

          • edited

          • live

          • professional from band

      • Comments

      • Likes

      • How often have then been posting?

        • 1 a day, 1 a month (need an average per week / month

      • Is the content custom sized to fit on Instagram?

    • Are they using hashtags?

      • If so, how many on average?

      • Are they correct / close / diverse over time?

 

  • What is our driving metric for Instagram?

    • Engagement

    • Fan Acquisition

  • When did they start the page?

  • Is the content exactly the same as what is on Facebook?

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Youtube​

  • What information do we wish we had when taking over / starting a YouTube account?

    • How often have then been posting?

    • Length of video

    • Are they using cover images on each video?

    • How is their “About Section” for each video written?

      • Does it specifically describe the video?

      • Does it include links off of YouTube?

      • Does each video have tags?

        • How well are the tags built? Are they based on high performing videos and google searches?

          • Cross reference keywords

      • Do they have a custom URL for their page?

      • Is the page "About" section filled out fully?

        • Social media links

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  • What is our driving metric for YouTube?

    • Views

    • Subscribers

    • Comments On Each Video

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Twitter

  • What information do we wish we had when taking over/starting a Twitter profile?

    • How often have then been posting?

    • Are they commenting back to / responding to their followers?

    • Over the last 2 months, what types of content have performed best?

      • Video

      • Picture

    • Is the content custom sized to fit on Twitter?

    • Are they using hashtags?

      • If so how often

      • How many per post on average

    • When are they posting?

      • Specific times or random?

  • What is our driving metric for Twitter?

    • Impressions

    • Engagement

    • Follower Growth

    • Messages

      • Outbound

      • Inbound

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Brand Research Template:

Before we talk to a potential client or sign them, we should know a bit about them. We should understand their business model and value proposition. We should know who they are, and if possible, why they are coming to us. Their needs may be stated explicitly or implicitly, but we should be able to provide and suggest where we can be of assistance. This is not a thorough audit of the company, but rather an initial scrub of who they are, what they do, and where they stand in the industry and with their customers.

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Artist Research Template:

Before we talk to a potential client or or sign them, we should know a bit about them. We should understand their business model and value proposition. We should know who they are, and if possible, why they are coming to us. Their needs may be stated explicitly or implicitly, but we should be able to provide and suggest where we can be of assistance. This is not a thorough audit of the company, but rather an initial scrub of who they are, what they do, and where they stand in the industry and with their customers.

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