Digital Strategy 101
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THE BRAND<br />
HEALTH CHECK<br />
WHAT IS IT?<br />
A periodic (e.g.<br />
monthly) examination<br />
of brand health online<br />
and relevant actions to<br />
undertake in response<br />
WHAT’S INSIDE<br />
The Objective: macro brand and business objectives to guide our efforts<br />
Threats and Opportunities: immediate actions or strategic pivots to<br />
undertake<br />
Brand Mentions: share of social mentions versus competitors and culture,<br />
sentiment, and any key changes<br />
Competitive Activity: how competition may be reacting to our efforts or to<br />
their own strategic plans<br />
Consumer Trends: any rising topics or subjects in social conversation related<br />
to the brand or the category, any new behaviors across brands worth paying<br />
attention to<br />
DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 73
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