You will evaluate the social media presence of a company. You are free to choose any company to follow (adhering to a few rules listed below) and evaluate its performance based on what we learned in class. Make sure that you choose a product/brand that has enough activity for you to analyze. Before you decide, try to search for the brand on Twitter and make sure you get a reasonable amount of results. Your deliverable should be a 5~7 page paper including figures and exhibits. Make sure to include links/screenshots or whatever is necessary to demonstrate your points. The paper should cover at least the following topics, but feel free to add to these or structure differently.
Brief description of the brand/product/products. Where are they sold/marketed? What is the target market?
Overview of the social media presence of the company. What platforms do they use? How actively? etc.
Evaluation of the social media activities.
Are the activities appropriate for the brand?
Is there interaction between the brand and consumers and between consumers? Should there be more/less? Is it useful?
How successful are they in terms of number (follower/fans)?
Analyze the company's social media presence over time (as far as you can go in the past). Do you see any trends?
Provide a rough estimate of the resources needed to maintain the social media presence you currently observe.
What would you change? How would you improve the company's social media presence? Be realistic in terms of budget constraints.
You will have to pick about 10-15 relevant keywords about the company, it's products, and it's competitors. When picking the keywords, make sure you get some results for them if you search on Twitter or Facebook.
A few rules
Don't analyze a company that you work/worked/interned for. Competitors are allowed.
You can and are encouraged to interact with the company on social media as a fan/consumer, but don't be obtrusive, e.g. don't identify yourself as a student working on an assignment, at least in the beginning.
You can contact the company and try to talk to them/ interview them about their social media strategy toward the end of the assignment. This is encouraged, but it is not required (as they might not respond to you).