Social Media Marketing Capability Assessment Tool

1. Social media marketing strategy*

Do you have a comprehensive social media marketing strategy developed and regularly reviewed?

Passive

• No social media marketing strategy
Initiated

• No review on social media marketing strategy conducted since its first development
Enabled

• At least one review and update of social media marketing strategy document
Optimised

• Ad-hoc to regular review of social media marketing strategy especially after a social media audit, competitor analysis, and evaluation of data analytics
Ideal

• Ongoing review and enhancements to social media marketing strategy

2. Social media governance*

How prepared are you in managing social media risk?

Passive

• No policies or guidelines in place
Initiated

• Basic social media policy written and abided by communications teams
Enabled

• Deployment of social media listening and monitoring tools

• At least one specialist assigned to manage and respond to crisis

Optimised

•	Frequent monitoring of customer complaints
•	Information confidentiality and security protocols in place in case of a cyber attack
•	Team of social media specialists and/or external risk experts monitoring enterprise social platform

Ideal

• Real-time monitoring of all social media activity for immediate response to any crisis

• Detailed continuity plan ready to activate in case of a disaster

3. Social media marketing management*

What are the areas of capabilities within your social media marketing function? (E.g. management of: social media community, content planning, advertising, influencer marketing)

Passive

• No social media marketing management in place
Initiated

• At least one in-house specialist managing certain aspects of social media marketing (e.g. social media influencers, content creation, advertising, etc.)

Enabled

•	Adoption of social media management tools (e.g. Buffer, Sprout Social, etc.)
•	Expanded scope of social media marketing management (e.g. social media monitoring, content distribution, community management, etc.)

Optimised

• Enterprise level social media management tools powered by AI

Ideal

•	A team of fully competent cross-functional specialists (in-house and/or external) managing all aspects of social media marketing (social media sentiment analysis, content inspiration, performance, etc.)

4. Social media branding*

How established is your brand on social media?

Passive

• No presence on social media
Initiated

• Social media brand guidelines created and adhered to
Enabled

• Multiple social media accounts (e.g. Facebook, Instagram, YouTube, LinkedIn, etc.) with consistent brand visuals and voice
Optimised

• Different accounts within the same social media networks are created with hyper-specific content and branding to cater to specific audiences
Ideal

• Brand is the authority in the industry in the social space and every post is well received (heavily shared with lots of engagement) by audience

5. Social media marketing analytics*

Are there ongoing systems and processes for reporting social media marketing campaign performance and return on investment?

Passive

• No social media analytics set up
Initiated

• Basic social media reporting across different platforms (e.g. Facebook Insights, YouTube Analytics, etc.)

Enabled

•	Central dashboard setup to report performance across different social media channels (e.g. Google Analytics, Google Data Studio, other social media analytics tools)
•	Ongoing competitor analysis and audit of brand’s social media profiles

Optimised

•	Social media listening and sentiment analysis monitored in real time with constant feedback to the product improvement team
•	Tracking of advanced ROI-driven social media metrics across different social media platforms, enabling more efficient and effective allocation of budgets

Ideal

• ROI can be proven and attributed more accurately to the best performing social media campaigns and channels through advanced social media analytics tools powered by AI and machine learning

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Certification Programmes

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Social Media Marketing Capability Assessment Tool

Answer 5 questions to measure your social media marketing capabilities.

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Thank you for taking the Social Media Marketing Capabilities Assessment Tool

Thank you for taking the Social Media Marketing Capabilities Assessment Tool

Thank you for taking the Social Media Marketing Capabilities Assessment Tool

Thank you for taking the Social Media Marketing Capabilities Assessment Tool

1. Social media marketing strategy

2. Social media governance

3. Social media marketing management

4. Social media branding

5. Social media marketing analytics

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•	Real-time monitoring of all social media activity for immediate response to any crisis
•	Detailed continuity plan ready to activate in case of a disaster