Social Media Audit
Assignment Instructions
Students will identify and analyze an organization or brand's social media marketing presence. The goal will be to understand the general use of social media and analyze potential effectiveness via specific marketing objectives.
Social Media Critique and Analysis
Working individually, students must research and analyze a company or brand's use of social media. Students will present a polished business presentation that demonstrates their ability to understand the use of social media for the following purposes.
• Raise awareness
• Influence desire
• Encourage trial
• Facilitate purchase
• Create loyalty
Students must analyze the brand or business use of social media by examining their presence on the following social media platforms:
• Facebook
• Twitter
• Instagram
• Pinterest
• YouTube
• Snapchat
• TikTok
The presentation should be detailed and authentic. Please steer clear of your own opinions in this analysis. The goal is to analyze the chosen company from a business perspective. Use the following outline as a guide:
Introduction: Prepare a brief overview table of contents along with an overview of the company and the industry. Please also include its competitors.
Social media presence: Provide a brief overview of the company's emergence into social media. How are they using each platform uniquely, or are they using the same message across the board? How are they differentiating themselves against their competitors? Please create a chart to illustrate the number of followers and number of posts for each social media channel. This is an excellent way to highlight what the numbers mean.
Use of each listed tool: For each social channel listed, provide examples of how they utilized each tool. For example, are they using Twitter for news or for flash sales? How are they leveraging YouTube. If the company or brand is not on a specific channel, explain why.
Findings and recommendations: Once your analysis is completed, provide recommendations based upon your research. Think about creating a Social Media SWOT analysis that explores strengths, weaknesses, opportunities, and threats that coincides with the companies use of social media, and that shall point you in the direction of recommendations. Again do not incorporate personal feelings.
Please submit the final product as a PowerPoint presentation; there is no set amount of slides; please use your best judgment.
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<a>"Social Media Audit"</a> by <a href="https://www.bmcc.cuny.edu/" target="_blank">Dina C. Tate</a>, <a>Social Media Audit</a>, <a>Borough of Manhattan Community College</a> is licensed under <a href="http://creativecommons.org/licenses/by-sa/4.0" target="_blank">CC BY-SA 4.0</a>
