Social Media Audits

1st Edition

Achieving Deep Impact Without Sacrificing the Bottom Line

Authors: Urs Gattiker
Paperback ISBN: 9781843347453
eBook ISBN: 9781780634265
Imprint: Chandos Publishing
Published Date: 31st October 2013
Page Count: 310

Institutional Access

Table of Contents

  • List of figures and tables

    • Figures
    • Tables
  • About the author
  • Preface
  • Introduction

    • I.1 Business context matters
    • I.2 Where are we going?
  • Part 1: Setting the stage, or what it’s all about

    • Introduction

      • Setting the stage
    • 1. Looking under the hood

      • Abstract:
      • 1.1 Social media: A workable definition
      • 1.2 Why context matters
      • 1.3 Strengths, weaknesses, opportunities and threats (SWOT)
      • 1.4 Your social media purpose
      • 1.5 Where we stand
      • 1.6 Conclusion
      • References
      • Appendix 1a Ropes to skip
      • 7 Managing risks – every word comes with its own metadata.
      • 8 Do not treat social media marketing as a separate activity.
      • 9 Do not think LinkedIn, Xing, Viadeo, et al. are sales tools.
    • 2. Who is driving?

      • Abstract:
      • 2.1 Social capital
      • 2.2 Social sharing
      • 2.3 Brand and reputation
      • 2.4 Do we blast or engage?
      • 2.5 Why social media can fail us
      • 2.6 Taking inventory: Skill-sets matter
      • 2.7 Conclusion
      • References
      • Appendix 2a Avoiding the epic fail: Manage your social media engagement
    • 3. Plan your trip

      • Abstract:
      • 3.1 Target audience
      • 3.2 Improving the customer experience
      • 3.3 Walk the walk
      • 3.4 What kinds of interaction help clients most?
      • 3.5 Shortened URLs have no shelf life
      • 3.6 The importance of positioning in the purchase cycle
      • Conclusion
      • References
      • Appendix 3a Starting off on the right foot
  • Part 2: Driving with better benchmarks: The data game

    • Introduction
    • 4. Start your engine

      • Abstract:
      • 4.1 Customers can work magic on your staff
      • 4.2 Strategy
      • 4.3 What is a worka


Social media is quickly becoming important to most businesses, but many managers, professionals, and marketing experts are unsure about the practicalities of social media marketing and how to measure success. Social Media Audits gives people dealing with social business in their working life a guide to social media marketing, measurement, and how to evaluate and improve the use of social media in an organizational context. This book consists of three parts, the first of which introduces the reader to concepts and ideas emerging in social media. The second part considers the need to shift from traditional ‘shout marketing’ to a more conversational, social approach to customers. The third part moves the discussion towards a systematic approach to evaluating social media activities.

Key Features

  • Offers guidance on the use of social media and measuring the success of social media in a business environment
  • Provides practical information on what social media can do for business and how it can be used
  • Aimed at those who use social media in their workplace


Social media managers, marketing professionals


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© Chandos Publishing 2014
Chandos Publishing
eBook ISBN:
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About the Authors

Urs Gattiker Author

Urs E. Gattiker is Chief Technology Officer at, a web-based benchmarking software for corporate blogs. Urs draws on a wealth of experience as an analyst, managing and executing social media projects for clients, helping them enhance their online presence using data.

Affiliations and Expertise

MyComMetrics, Switzerland