Is anyone currently doing “social media audits” as a live workshop with client? Curious if you have found those successful. My leadership has tasked me to find a way to do this to save hours. My concerns are I’d be screensharing to poke around social and ad accounts, competitor profiles, show social tools and pull search results live, provide live insights (which would not be well thought out or researched) and not have something tangible like a deck to share at the end.

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So your leadership wants to give clients the ability to think they can do a service themselves? Iean, on the one hand, that's likely to give them enough rope to hang themselves, but on the other, will they realize that before or after they create a complete fustercluck?

I'd push back hard. Like do the audit, sure, but not in person. That's silly. You can't play to an audience who you're also basically autopsying. They'll fight you every step of the way. "That's not my competition." "Our offer is different." "That's not our audience." I mean, it would be like a pitch all over again, but trying to do the research on the fly with someone hovering over your shoulder and commenting the whole time. I can't think of anything more stressful.

likesmart

Is this to teach them how to do it on their own?

Or is this like, bringing them into your research process to figure out what their strategy should be right there on the spot? Cause that sounds awful lol absolutely not.

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Sounds like a terrible idea, tbh. There’s a reason these types of audits take time and cost money. You don’t just pull an insight from a couple of posts you see poking around on social. An insight is built from careful, thoughtful analysis.

helpful

Gross. No.

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I LOVE doing them.

Do them live for Analytics, SEO, and Social Media, generally because it's disturbingly awesome how bad companies are at that stuff.

Typically they've had some agency or consultant telling them they're doing well, or the executive team is so ignorant of how it works, that their marketing folks lead them to believe it's working as well as it can, or something *else* is wrong.

Also do them for startup pitch decks and business model canvases.

Nothing seems to teach and sink in as well as doing it in real time and breaking the bad news to them visually. Most selling services will favor that things are going well... Because their getting paid for them to go well. Showing reality can really transform a company.

uplifting

Yup. If you are working on a large brand it can take awhile. So I guess if you are talking about regular reporting vs deep analytical work, also depends

My vote is no and I agree with everyone above. A slightly different example of how this doesn’t work out well - my company was on a sales call with a certain user submission driven travel/shopping recommendation website with an onomatopoeia name. They live “audited” (more like critiqued) our website, socials, and online listings in a scathingly callous way and all the while had no idea where our stores were, who our audiences are, or what we even sell. I don’t know if their sales strategy is to make you feel like you have no clue what you’re doing and need their help, but it definitely put a bad taste in our mouths about spending any extra money with them. I’d recommend not going into any call like that without prepping at least somewhat first.

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