Completing an audit answers several questions about the relationship between a company and its Web audience. For example:
Does a presence on Twitter bring in new customers? Is the Facebook page retaining old ones? If there any online profiles not in line with a business’s marketing plan, an audit can realign them or indicate they need to be disposed of.
An audit is also an opportunity to determine which marketing techniques are successfully hitting established goals versus which ones need to be revised. The results can be used to assist companies in planning future campaigns and completing future audits.