Conducting a social media audit for a leading multinational Bank
A social media audit can make the difference between an unnoticed presence, and one that builds community and promotes business growth.
This multinational Bank lacked an understanding of how social media was being used across the organisation and any potential optimisation opportunities. They tasked Capgemini Invent to create a holistic view of social media activity across all global, regional and local market teams to give them the ability to govern and report on social media activity centrally.
A social media audit was carried out to create a single view of all of the Bank’s social media accounts using desk research and a competitor market scan. Additionally, we conducted a social media capability assessment across the many different market teams to assess the range of social media maturity levels across the Bank.
A high level business case outlined expected benefits of further investment in social media. We presented a market analysis comparing the Bank to 7 key competitors and established the maturity levels of each team by assessing them against our social media model. Furthermore, we detailed 92 high level recommendations and highlighted 17 of these as ‘Quick Wins’, such as opening new accounts and reassessing inactive ones. These ‘Quick Wins’ were designed to add immediate and tangible value for the Bank. And finally, we defined the key business drivers and benefit levers underpinning the project.