The primary purpose of a brand assessment in social media is to provide direction for a social media campaign or engagement. It is very tempting to just jump into creating a Twitter account or making a Facebook page. But what is the justification for doing so? A brand assessment not only indicates reasons to participate but also identifies where to do so online as well as offline.
In addition to providing considerable insights, a brand audit provides direction on metrics. After identifying the business objectives for social media engagement, it is very important to establish what to measure and report. The goals will provide direction of what reports to use, and how the information will be quantified, and the baselines to establish trends and comparisons to guide brand stewardship and development.