Project description
For this assignment, you will analyze the social media presence of a company or nonprofit of your choosing. This may be a national or global organization, or a small business or charity. Based on lecture and reading materials (I will upload the reading materials as sources later) presented thus far, you will evaluate the strategic use of social media by the organiation.
You report should address the following:
1. A œListening Phase, or independent research to determine the level of online engagement and discussion about the chosen brand, its industry, and its competitors. This section of the report should be written as a SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
2. œHome Base, or the content used by the brand on social media. Does this brand have a blog in use? What type of content strategy is in place? Is it effective?
3. œOutposts, or how is the brand leveraging social networks like Facebook, Twitter, YouTube etc., to drive the conversation, or to engage its audience? Where does its audience fall on the social media engagement œladder, as explained in class? Is the strategy effectively reaching the right people? Are the SNS used in a way that humanizes the brand?
4. œCommunity, or who is behind the social media efforts of the brand? Has an agency been hired to handle the job? Is there a commnunity manager in place? or many?
5. œMobile, or how well the brand has addressed the challenge of the Post-PC era
6. Lastly, recommendations you would make for improving the social media strategy of the chosen company.
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