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Equinet Academy > Social Media Marketing Capability Assessment Tool

Social Media Marketing Capability Assessment Tool

Answer 5 questions to measure your social media marketing capabilities.

Step 1 of 2

50%

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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Thank you for taking the Social Media Marketing Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Social Media Marketing Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Social Media Marketing Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Social Media Marketing Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Social Media Marketing Capabilities Assessment Tool

Your Capability Score is :
/5
1. Social media marketing strategy

Your score is: /5

Do you have a comprehensive social media marketing strategy developed and regularly reviewed?
Recommended Courses:
Recommended Services:
- Social Media Marketing Services
Recommended Reading:
- A Winning 6-Step Social Media Marketing Strategy
2. Social media governance

Your score is: /5

How prepared are you in managing social media risk?
Recommended Courses:
- Social Media Marketing
- Advanced Social Media Marketing
Recommended Services:
- Social Media Marketing Services
3. Social media marketing management

Your score is: /5

What are the areas of capabilities within your social media marketing function? (E.g. management of: social media community, content planning, advertising, influencer marketing)
Recommended Courses:
Recommended Services:
- Social Media Marketing Services
4. Social media branding

Your score is: /5

How established is your brand on social media?
Recommended Courses:
- Social Media Marketing
- Advanced Social Media Marketing
Recommended Services:
- Social Media Marketing Services
5. Social media marketing analytics

Your score is: /5

Are there ongoing systems and processes for reporting social media marketing campaign performance and return on investment?
Recommended Courses:
- Social Media Marketing
- Advanced Social Media Marketing
Recommended Services:
- Social Media Marketing Services
Recommended Reading:
- 6 Free and Paid Social Media Analytics Tools
Take Another Capability Assessment
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