Audit Your Social Media Efforts

Conducting a social media audit helps you assess how well your current social media strategy works for you. A plan enacted last year, last month or even last week may not be as effective as you hoped. You need to pay attention so you can adjust for greatest success.

Evaluate Current Efforts

To begin your audit, look at what you’ve already accomplished. Ask yourself:

  • What’s working?
  • What’s not working?
  • Who’s connecting with you on social?
  • Which social media sites does your target market use?
  • How does your social media presence compare to that of your competitors?

Also look at the metrics you are tracking that relate to your goals and objectives. Look for patterns that reveal what’s working, what’s missing the mark, and what has changed over time.

Once you gather all this information in one place, you’ll have a good insight into how to improve your results.

Check Your Channels

Your audit should give you a clear picture of the impact of each of your social accounts. If the impact of an account isn’t clear, think about whether it’s worth keeping. It may be a valuable account that just needs a strategic redirection, or it may be an outdated account that’s no longer worth your while.

Also explore any new or emerging channels. Do they have potential to impact your goals?

Ask yourself :

  1. Is my audience here?
  2. If so, how are they using this platform?
  3. Can I use this account to help achieve meaningful business goals?

Asking these tough questions now will help keep your social media strategy on track as you grow your social presence.

Tackle Impostors

During your audit process, you may discover accounts that you and your business don’t own that use your business name or the names of your products.

Impostor accounts can be harmful to your brand, so be sure to report them. Also be sure that your social accounts are verified by following the steps for each channel. This helps people separate real sites from fake sites.

Inner Work. Outer Impact.™

By Michelle Maldonado, Founder and CEO of Lucenscia

When I was seven years old, something unexpected happened. Something that changed how I showed up, perceived others and experienced life through a lens that was ever evolving as I traversed childhood and adulthood …. and even now, as I prepare to enter elderhood in the years to come.

I spent a magical summer with an aunt in Wyoming learning about traditions from local indigenous communities, swimming in the hot summer sun and getting my first exposure to rodeos. While there, my aunt extended a curious invitation one afternoon: “Would you like to sit quietly with me?”

At first, my seven-year old mind thought that sounded pretty boring. After all, there were swimming holes to be found, dirt to be dug, people to see and things to do. But then, I remembered that she was my favorite aunt and began to consider that if she were asking this, there must be something to it. So, I agreed, climbed up into her big, blue-fabric arm chair and tucked my legs underneath me. I trusted. She began by gently placing her hands on my head softly saying, “quiet here,” as she slowly moved her hands down to my heart and continued, “so you can be here.” That was it. No more, no less. No words, no fancy terminology. Just simple, sweet silence.

This became a regular practice that summer. Each time our sit concluded, I remember jumping up with a surprisingly renewed sense of joy, energy and clarity of mind. I was ready for the rest of the day. I could not quite place my finger (or my mind) on it, but somehow, I just felt better, stronger and more centered.

I share this story because, in hindsight, I realize it was the beginning of the foundation that helped me move through and into adulthood as well as navigate some pretty challenging leadership roles and personal experiences. It helped plant the seeds for how I showed up as well as my capacity for heartfulness and compassionate leadership – each served up with clear and healthy boundaries. Janice Marturano, Executive Director of the Institute for Mindful Leadership, summed it up beautifully several years ago when I experienced my first retreat with her at the Garrison Institute. During one of the group shares, she said to me, “It is now what you do, it is how you do it.” In her own wisdom and insight, she knew that this work, this practice of what I later learned was called mindfulness and mindfulness meditation, is not something to put on a “to do” or other check list. Rather, it is a way of being that informs how you do what you do. That was a lightbulb moment for me.

Taking this philosophy forward, after entering the legal world and then later transitioning to the business world leading business development, strategy & operations, data metrics & reporting and client services functions, I realized as people leading others through dynamic and uncertain times, we were all experiencing a few things like never before. Just some of these include:

  • A more distributed and global workforce with diverse language, culture and customs
  • Up to five generations in the workplace (from Traditionalists to Gen Z)
  • A fourth industrial revolution and the growth of artificial intelligence
  • Rise of the #MeToo and Times Up movements
  • Increased recognition and accountability for gender and racial inequity across leadership ranks and boardrooms
  • Increasing questioning of what re-imagined leadership looks like in modern times
  • Discovering and understanding the presence and impact of unconscious bias

Amidst all of this, I noticed that there also were some simple truths that made this landscape even more challenging for us to skillfully navigate. As leaders, in the frenzy of technology and competing demands, we are finding it increasingly difficult to maintain attention to tasks at hand. In fact, we learned a few years ago that, for the first time in recent research history, the human attention span is at about eight seconds. Why is this important? Because the attention span of a goldfish is only nine seconds!

With diminishing attentional capacity, we often find ourselves struggling with how to be fully present in the midst of conflict or how to skillfully engage in civil discourse, both of which may be exacerbated by, or rooted in, fear-based leadership. As a result, we can experience conditions where trust and psychological safety are absent; causing a cascading absence of sustainable and scalable creativity, innovation and collaboration based on a felt sense of belonging and unity. We also are learning that the days of command and control or authoritarian leadership styles are fading quickly and what is emerging is a more human-centric, purpose-driven, whole-person approach to what it means to lead and serve others at work and in life. We are shifting from a singular focus on the “what” to a broader and more integrated focus on “how” we do what we do to engage and develop our people as well as create sustainable, high performing and inclusive organizations. In effect, we are moving from “me” to “we.”

So, where does that leave us as leaders? I would dare to say, perfectly positioned to usher in a new normal for ways of being, leading and influencing at work. They are the power, presence and impact dimensions that weave through daily work life and all that comes with it.

The good news is that there is a powerful intersection between the practice of mindfulness meditation I shared above and the critical elements of Emotional Intelligence, authenticity and compassion. Together, they weave a flexible foundation that gifts us as leaders with a robust tool kit to draw from as we cultivate mental clarity, focused attention, strategic performance and more. In fact, each day we make new discoveries about how these ingredients help inform the nature of our presence, how we wield our leadership power and inspire others as well as the quality of our leadership impact. To lead with intention and awareness of our power, presence and impact (each infused with insight and compassion) is the bridge to creating more human workplaces that not only serve within, but generate positive ripples across the internal and external ecosystems that it touches. The transformation is simple, but not easy. The work is simple, but not easy. Yet, so many feel the call and the courage to lean in to co-create with others what is emerging as re-imagined leadership and organizations.

There are many paths one can take to establish this new normal for business and leadership. While it is unfolding for many in a way that is laced with uncertainty, there are a few things we, collectively, know for sure: People are changing. The world of work is changing. And, with it, we are being asked to transcend old leadership paradigms and behaviors so we can create a new leadership normal that better inspires deeper connection and collaboration, enhanced creativity and innovation, and positive impact and sustainability across the entirety of our organizations. To put it simply, we are being asked to do inner work for outer impact. Are you ready?

About the Author

Michelle Maldonado is the Founder and CEO of Lucenscia, a human potential and mindful business transformation firm dedicated to helping leaders and organizations create positive and sustainable impact in the world. She is a former corporate attorney turned business development professional with more than 20 years of leadership experience and over 35 years of secular, contemplative practice. Michelle now dedicates her time to helping leaders and their teams do their inner work to create outer impact. She is a Search Inside Yourself (SIY) Level 2 Certified Teacher® with the Search Inside Yourself Leadership Institute (SIYLI), a Certified Mindfulness Teacher-Professional Level (CMT-P) with the International Mindfulness Teachers Association (IMTA), and a Founding Board Member of the Institute for Organizational Mindfulness. Michelle also serves as a faculty member and Meta-Coach for Daniel Goleman’s inaugural Emotional Intelligence Coaching Certification program, Leadership Faculty for 1440 Multiversity and a Bill George True North Leadership Teaching Fellow.

Please join Michelle October 6 – October 9, 2019, at the Garrison Institute for Lucenscia and Pause i/O’s “Power, Presence & Impact: A Mindful Path to Mastering Self & Leading Others” program for busy executives and senior leaders. To register, please click here.

Leverage Competitive Insight in Your Digital Marketing Strategy

Your competitors are vying for the same audience. They are making marketing decisions that you can learn from. Are you paying attention?

Competitive Analysis

A competitive analysis is the systematic process of understanding who the competition is and what they’re doing. You look at what is going well and what’s not working. Digging into what’s happening will help you develop an effective social media strategy.

Start with a list of three of your strongest competitors. What are they doing online? You may find unexpected leads to follow – competitors you weren’t aware of or places where your audience is getting information that you didn’t consider.

Look for places where your audience is gathered that are under served by the competition. Are there emerging channels they are neglecting? You might have a greater impact by being where your audience is under served, rather than trying to compete in a crowded channel.

Track Over Time

Track your competitors accounts and relevant industry keywords over time to detect shifts in the way competitors use their social accounts and the way people engage with them. Keep an eye on this information and use to it evaluate and update your plan.