Social Media Audit: PR DailyOn September 23, 2020, I conducted a social media audit of the three social media pages maintained by PRDaily.com. These three pages are Twitter, Facebook and Linkedin. The data I collected, which can be found in the reports below, was collected by hand in a google spreadsheet- it was a painstaking task. It was intersting to see the way PR Daily uses their social media to promote the blog, engange with their social media followers, and what is most effective.
The thing that stood out to me the most while compling data was the difference in the amount of content shared on each platform. I spen over an hour collecting data from 165 posts on Twitter, while the 19 Facebook posts dulled in comparison. I also noticed that while all three platforms shared similar content, Twitter was much more repetitive. While a link was shared once on Linkedin or Facebook, it was shared over and over again on Twitter, with varying amouts of key performance indicators (KPI) each time.
Although Twitter pulled ahead in the KPI category due to the sheer volume of content, KPI were low across all three platforms. On Twitter, PR Daily took advantage of interactive features, like polls, which boosted the KPI numbers. Although these or similar features are available on Facebook and Linkedin, there is no evidence that they have been used in the last two weeks. This type of engagement on social media is a valuble tool. The fact that it is only being utilized on Twitter tells me that Twitter is PR Daily's main focus.
By making an effort to engage with followers on every social media platform, PR Daily needs to model their Facebook and Linkedin after their Twitter. Although their target audiance on each platform is PR professionals, Twitter, Facebook and Linkedin users vary widely. Someone who "likes" their Facebook page may not even have a Twitter account, or vice versa. By diversifying their content across all of the platforms they maintain, PR Daily will be able to engage with a wider variety of users.
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