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:
- 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.
- 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
- Responsiveness to the individual inquiry
- Tone of response
- Compliance with company guidelines
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.
SOLUTIONS BY CONCERTARE IN THE FIELD OF SOCIAL MEDIA AUDITS
Social media audits are used in particular by companies with a relevant share of customer communication in social networks.
Social media audits are used to check and develop the quality of customer communication by internal and/or external employees. The spectrum of requests ranges from simple information requests to the abandonment of potentially critical posts.
For many years, concertare has been conducting a variety of social media audits in all relevant channels in which customers communicate. These include the classic social media such as Google, Facebook, Instagram, Twitter, XING, LinkedIn, Kununu, but also trading platforms such as Amazon or eBay, for example, as well as company-specific contact channels.
We prepare you for audits!