When performing this audit, it is necessary to look for several types of relevant information.
First, all types of interaction mentioning your brand. To do this, it is necessary to create a list beforehand to be able to find all mentions that could be interesting to collect and analyze. This plan should include a list of interesting themes such as your company name, your slogan, your brand, and the names of your various products, including frequent spelling errors.
Since this work also allows you to carry out a competitive analysis, it is important to include the names of your competitors as well as their slogans, their brand names, and the names of their different products. With this information, you can learn more about what consumers think of your competitors.
It is also important to include the names of important people in your organization and those of your competitors to deepen your understanding of your competitors’ perceptions. Spokespersons, for example, are key players for an organization and often represent the attributes that the company is trying to convey with their brand.
Your report should also contain relevant information about your industry in general. This means including all the words that can be related to your business. This is how you will be able to identify relevant opportunities or trends to consider.
Your list of information must finally consider several keywords associated with your brand, your advertising campaigns, your competitors, and your industry in general. The objective is to determine the best practices and the worst practices in order to build a relevant and efficient strategy.