The following areas of focus are used during the Audit process. Depending on the extent to which existing web presence or social signal channels have been deployed and integrated the results compiled in the Network State Report will help identify the key areas where overall network effectiveness can be improved.
Structural Integration is indicated by the degree to which outgoing communication is distributed across existing network channels in a consistent, synchronized manner. It is also indicated by the extent to which overlapping access points and identity bridges have been set up on all presence channels.
Functional Integration of brand social presence is indicated by the ease with which your target audience can both locate and navigate existing information channels.
Social Presence is comprised of Content Channels and Community Channels. The former is designed to aggregate and disseminate relevant corporate information. Community Channels are set apart specifically to provide outreach, support and distribution of brand message.
Social Signal is comprised of brand content and conversations online that drive the potential for user interaction. We analyze what online tactics the brand is using to initiate dialogue that will move the recipients into their circle of influence.
The SYNC™ Signal Model is used to evaluate existing brand Social Signal. As a reference it describes what we look for during the audit in terms of brand network connectivity. First we analyze network components, i.e. presence, community, content and collaboration.
Next, we examine brand signal propagation paths, i.e. attention, relevance, context and advocacy to see how well existing signal strategy is leveraging these paths with their online activities.
During the Audit we also perform an evaluation of the brand's target audience cloud. We look at the Targets Paths for these users relative to the brand to help inform our strategic recommendations in the future.
The SYNC™ Audit examines the structural and functional integration of brand social presence and social signal.
The SYNC™ Design process creates a Strategic Framework for Social Web Management and Network Synchronization.
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