Data Touch Points in Your Social Marketing Audit: Part Two
Wednesday, April 10, 2013 at 8:24AM
Justice Mitchell in Business, CTA, Content, Process, Research, Social Media, Strategy, call to action, competition, competitive analysis, metrics, research, strategy

If you thought Part One was a bit daunting, then you might as well delete any reference to this post. The following lists are what I refer to as "data points" that would be used from an analytical standpoint to break down each and every one of the categories on a per-social-channel basis.

The goal is for you to walk away with a strong granular understanding of your competition’s social marketing directives. Please note that some of the data points will not be defined as there are redundancies on a per-channel basis. Therefore if you see one that is not defined, more than likely it is your responsibility to "see above."

I recommend that you break down these data points inside a spreadsheet. I know, I know, open mouth insert bullet. Additionally, I like to color code my analysis once it is done – cause' it looks pretty. These are the color codes I use:

Green = yes; good; well within best-practices

Red = No; not falling within minimum standards

Yellow = problematic; dated; or to be altered

Gray = Inactive

It's important to note that if you drop these data points into a spreadsheet, you should take your time evaluating each element and write a brief description alongside your assessment. Bear in mind that this document is going to end up in the hands of management and other people outside your normal circle of influence. So provide an understanding of how you came to your assessment.

Keep it brief. Make it succinct. Economize with words – not that I ever do – sorry.

You get the point.

Throughout these data points I also have a ranking criteria of one through three. One being superior and three being insufficient or poor. You can expand upon this mathematical ranking if it suits your purposes.






Facebook Group


YouTube Channel

Linkedin – Company

Linkedin – Groups: 


Google+ Communities


Instagram / Social Photo Sharing


Alternative Content Graph Points: Podcasting & Wiki

Podcasting URL:

I’ve done my best to construct the previous data points in a manner that you could collect without the expense of an online service tool. There are many tools out there that can do part if not all of this data collection at varying levels of expense.

Below I have listed a number of tools that are free and or competitively priced in order to do portions of this data collection. I recommend that you review them and determine if there is any service you would be willing to pay for outside of what they provide for free. Good luck, happy hunting and write me back and tell me what you've discovered!

Free / Freemium Tools for additional Data Points:

This is all the data points you'll need to have a kick-ass competitive assessment. What you choose to do with it next is a whole book in and unto itself but at least you have a map for that strategy.

What are your thoughts? What did I miss? How do you do your competitive assessments? Let's talk shop.

Article originally appeared on Social Media Marketing Blog Professional (
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