I think everyone in communications probably had a double-take when they read this headline and are now shaking their head in disbelief. But, like many other things in life, a digital audit is a necessary process to carry out in order to progress to greater things. Like doing your laundry and cleaning your fingernails. From a brand perspective, it is an essential way to keep your online reputation in check and forms the foundation for a forward-looking strategy.
Ideally carried out in-depth on a quarterly basis, but usually undertaken by a new agency to provide clear starting points for all parties to work from, an proper dig should inform a company exactly where they stand in terms of efficacy of message but also what people are saying about them. Are they having any influence on their target market, and if not what/who is? A decent audit often throws up relevant competition as well as examples of effective campaigns that have “moved the needle”.
A great article I just read on the topic, courtesy of Econsultancy, covers off most of the key points here, but perhaps the most important thing to note is this: audits aren’t really sexy at all, that’s why you need a third party to do your dirty work and tell you what needs fixing, conveniently removed from any potential internal politics.