In Optimize, I include guidelines for doing a number of different audits to establish a basis for determining the gap between a company’s current situation and where they need to be in order to succeed.
One of those audits is a type that has gained a tremendous amount of popularity given the dramatic increase in attention and budget towards the area. Of course I’m talking about a Social Media Audit.
Why do an audit? If you don’t know where you’re starting from, a lot of time and resources can be wasted improving things that don’t need it and neglecting things that really need your attention.