Where should information about company accounts be documented while formulating a social media strategy?

Documenting information about company accounts in a social media audit sheet is crucial for formulating an effective social media strategy. This sheet provides a comprehensive analysis of the company's existing social media presence, performance metrics, and audience engagement levels across various platforms. By compiling data from these accounts, marketers can identify strengths and weaknesses, assess competitive positioning, and pinpoint opportunities for growth and improvement.

An audit sheet serves as a foundational reference point when crafting a strategy, as it highlights where the company currently stands in terms of social media effectiveness. This information guides decision-making regarding content creation, platform selection, and resource allocation, ensuring that the formulated strategy is data-driven and geared towards achieving measurable objectives.

The other choices, while important components of social media marketing, address different aspects of the strategy process. A content calendar organizes posting schedules and content themes, while branding guidelines focus on maintaining consistency in messaging and visuals. An employee training manual may serve as a resource for social media best practices, but it does not specifically analyze current account performance or strategy formulation.