Is marketing a communication course?

What are examples of social media audits for marketing/PR/ adverstising/branding?

• I am developing a course on Digital Communication Strategies to be delivered to PR, Marketing and Advertising students. I am aiming to give them a social media audit as a group assessment. Your examples will help me write the assessment as well as give up to date information to my students about how practitioners audit social media. Thank you!

• Answer:

  Begin with understanding the objectives of the Social Media program.  Only when the objectives are understood can an audit truly be undertaken.  Are the objectives to promote a brand, recruit employees, listen to customers, serve existing customers?  Something else? Once objectives are understood, the auditor should then interview to understand how the objectives are achieved.  What are key activities and metrics?  What do the metrics say?  Is the data reliable?  Is anything missing?