New insights with a social media audit

Bona, a market leader in premium floor treatment products, has recently conducted a social media audit of its B2B business towards professional tradesmen together with us at Navigator. The result was a wide range of new and inspiring data-driven insights that will help to further develop the work going forward.

Focus on professional craftsmen

Bona and us at Navigator have been working together for many years, mainly focusing on digital activities for Bona's B2B part aimed at passionate flooring craftsmen. To get a better understanding of how Bona performs online, both against their competitors and in relation to their business goals, they asked us at Navigator to conduct a social media audit.

Many interesting insights

In the process, Navigator analyzed large amounts of data to draw conclusions and make informed recommendations. The review provided many interesting insights, not least regarding which topics their competitors were striving to own. Bona also got a picture of potential areas of improvement and how they can optimize conversions in their respective channels going forward.

Content of the review

A social media audit (SMA) involves a deep dive into all available data to make interpretations that can then be the basis for a future successful digital marketing strategy. When we at Navigator conduct a social media audit, it includes 9 key areas that should also be part of your digital strategy:

1. Platform assessment: What is your current online status - globally and locally?
2. Audience analysis: Are you really relevant and do you actually reach your target audiences?
3. Content evaluation: Does your content perform well and does it really create the engagement you expect?
4. Competitor analysis: How do you compare to your main competitors?
5. Ad effectiveness: Are you investing your marketing budget in the right/optimal way and does it contribute to set KPIs?
6. Analysis of hashtags and keywords: What can you improve about SEO and SEM that are closely linked?
7. Social listening: What are the trending topics, what are the online search behaviors and how do your audiences find you?
8. Collaboration analysis: Do you have collaborations with the right ambassadors and influencers?
9. Evaluation of policy and guidelines: Are you compliant with GDPR and do you have the right tools and governance models?

Identify areas for improvement

Don't be discouraged if the insights of a social media audit show many areas for improvement. Experience tells us that your competitors are usually not doing a better job than you. And the fact that you've invested in an audit shows you're moving forward and gives you the basis to improve and create a strong long-term digital strategy.

Bona's newfound knowledge

For Bona, the market leader, the review has given them an overview of how to achieve a more consistent brand profile across all their digital channels. But they have also gained knowledge on how to sharpen their digital tools, optimize their work on themes and content to take a stronger position, sharpen their work on paid advertising and media budgets while improving their work on reporting, governance and analytics.

A clear and smooth process

At Navigator as an agency, we have a clear process for conducting these types of reviews that have minimal impact on day-to-day work. As an agency we use a variety of tools and data sources such as Brandwatch, Sprout Social, Piwik, Hootsuite, Hubspot, Octopus and Google Analytics to name a few, but regardless of the sources, the key to a successful audit is not the data itself - it's the conclusions and recommendations we can draw. This is where the real value is created.

Are you ready for your next step?

For Bona, their social media audit has been an important next step in their digital journey where data-driven insights are at the center. The audit gives them a strategic edge over their competitors and ensures that they strengthen their market leadership position and build on growth.