Social Media Audit

OPTIMIZING THE QUALITY OF CUSTOMER COMMUNICATION IN SOCIAL MEDIA

Social media audits are used to review and improve customer communication in social media according to predefined quality criteria.

There are two basic approaches to the audit:

1. Review of communication with real customers
   
   In this social media audit, a trained auditor analyzes customer posts and the company's responses in defined social media, for example, Google, Instagram, Facebook, Twitter, and others, on which customers have left posts or reviews about a company.
   
   The audit and assessment is conducted using a pre-agreed assessment form that shows the responding company's compliance with standards and strengths and weaknesses in communication.
   
   In some cases, the review and assessment can be automated or semi-automated using artificial intelligence, for example, for semantic analysis of textual posts.
   
   
2. Checking communication by using mystery research
   
   In this form of social media audit, a trained tester assumes the role of an anonymous customer. He or she triggers a communication in the social media to be audited in which a scenario typical of the medium is depicted.
   
   Social media audits are used to optimize customer satisfaction, customer-oriented behavior, customer service, and service quality in these communication channels.

Typical audit elements are:

• Speed of response
• Greeting
• Responsiveness to the individual inquiry
• Tone of response
• Compliance with company guidelines
• Accessibility

The review and assessment are based on a pre-agreed survey questionnaire, which provides the responsible employees with information on compliance with standards as well as strengths and weaknesses in communication.