Almost all companies have a footprint already created and if it was not created voluntarily, or rather dynamically, you have to identify what might be. A company that has already done some digital stuff, without a strategy. It is the case that the company may have a website, perhaps a little old; or some accounts on social networks or some videos that they have eventually executive list published. While the components of this footprint may be active, they did not necessarily have a strategy, message, audience, and objective behind them. So here, too, it makes sense to identify what's there.
A company that has already made an intentional digital strategy. In this case, since intentional cokes have already been done and under a strategy, then there must first be a plan that has determined who was wanted to speak to, what is the message, what are the channels, who is the competition, etc., and surely there are already metrics that can be queried and analyzed to see. First, if the execution has complied with the defined strategy and, second, how the footprint has evolved to determine what has worked and what has not worked, and identify what might be missing. How is the fingerprint diagnosed.