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Social media audit and ecosystem

Showing organisations how they, their products and issues are perceived in social media. Unlocking the secrets of their ecosystem, their audience and surrounding communities. Identifying key opinion leaders and tactics to approach them.

Visualise and map your audience

Audit

At Saper Vedere, we’ve always been amazed at how many organizations don’t have insights on who they’re talking to on Twitter and Facebook, not knowing if their message has even been received by their audience. Are you pushing your press releases to journalists or to your competitors? Is your Twitter account influencing Key Opinion Leaders or just your own employees?

To provide these insights, we created a unique methodology to map the relationships a Twitter account has with its audience and understand how this audience is activated through the pushed content. We then check if the audiences gathered by those followers fit the Client’s account editorial guidelines and with that we provide a constructive evaluation of your outreach policies.

With our Twitter account audit, we’re able to:

  • Evaluate if your audience matches your objectives
  • See the relationships inside your audience
  • Visualise how your followers are organised in communities
  • Understand how to better activate your audience

Through Facebook, we’re also able to:

  • Understand the market characteristics of an audience (Facebook page fans) by comparing them to a broader audience. This interest analysis gives strong insights on how you could better target your audience with tailored content.

Deliverables

List of accounts

The list contains the audited Twitter account, the communities these accounts belong to and an individual score of influence and interest.

Twitter

Communities

Inside the audience, an identification of the communities involved and their influential leaders. What spheres influence them?

Twitter

Analysis

Analysis of how opinion leaders interact and influence each other inside the targeted audience. Understand what public have been reached.

Twitter

Evaluation

Evaluation of the gathered audience compared to its outreach objectives. How is your account positioned within your sector?

Twitter

Interest analysis

Analysis on the interests of the targeted audience compared to a broader population

Facebook

Demographic analysis

Demographic statistics of your audience

Facebook

Nowadays, nearly every influential stakeholder has an active Twitter account

Understand your ecosystem

Triangulation

Nowadays, nearly every influential stakeholder has an active Twitter account, whether they’re a journalist, politician, activist, NGO or corporate. Traditional stakeholder mapping has to therefore be upgrated by adding an essential component – a digital influence layer.

Whether your strategy requires you to be a social listener or a social influencer, it is crucial for any organisation to understand the digital ecosystem which it needs to fit into. Before putting a strategy in place and investing in content, you need to answer very simple questions: 

  • Identify new targets
  • Identify new territories
  • Identify means of reaching targets

YOUR ISSUE

Who shapes the online debate on your issues?

KEY COMMUNITIES

What are the key communities involved in your sector?

YOUR MESSAGES

Who are the third-parties that could embody your messages?

Online and offline strategies

Our digital stakeholder mapping can of course be completed with an “offline” one. Our added value lies in providing our clients with insights on the influence processes occurring inside a specific ecosystem. We then develop and implement comprehensive online (social media) and offline (traditional media) strategies, taking into account this environment as well as our clients’ objectives and DNA.

Deliverables

List of accounts

The list of twitter accounts of all key opinion leaders in a sector, theme, issue or other set of opinion leaders, along with their respective communities, reputation and interest scores.

Twitter

Communities

Identification of communities and their opinion leaders. What types of actors? 

Twitter

Analysis

A full analysis of how opinion leaders interact and influence each other.

Twitter

Conversations

An analysis of these stakeholders’ conversations on your issue

 

Twitter

Evaluation & Recommandations

Constructive evaluation and recommendations on the communities to be reached by content activation

Twitter