Digital and Social Media Metrics - Evaluating Your Brand/Product Line Performance

While you will be evaluating the brand/product line chosen for your team assignment, this assignment will require you to work independently; submitting your individual work.

Collaboration with other team members will be considered plagiarism and result in a score of "0". When submitting your assignment, please include on your paper your first and last name along with the course number and termand the name of the brand/product line you are evaluating.

Papers need to be double-spaced, include page numbers and sourced/cited as is appropriate.

You will evaluated based upon not only your ability to provide analysis and recommendations but also in terms of how your information is presented; including good business writing (i.e. "skimability" that is concise yet detailed), use of charts, graphs, visual images, professionalism, etc.

Think of this as an assignment that any entry level employee would be creating for their manager/supervisor/boss. I will be looking at both your content and how you present it.

Assignment

Please conduct the following analysis of your brand/product line:

1) Starting with your company's website, begin by identifying all of the social media sites and company blogs that you can. Identify each site by name (i.e. Facebook) and please provide a corresponding link.

Please write a brief 1-2 paragraph summary of your findings analyzing which (2-3) sites you believe to be the most relevant and valuable to your brand/product line in terms of marketing strategy (i.e. generating sales, profits, customer engagement, brand loyalty).

Finally, what recommendations would you make for you brand/product line in terms of their digital marketing strategy relative to social media platform priorities? Which social media sites do you believe offer the best return on investment and why (consider you STP)? - 20 Points

2) Choose any 3 social media sites (i.e. Facebook, YouTube, LinkedIn, Blogs) and evaluate the frequency, recency and subject matter content of the brand/product line posts, likes, followers, links, etc. Identify and provide representative samples (i.e. screen shot images - not links) to illustrate and support your analysis.

In addition, as part of your analysis, review the same for your 1 or 2 primary competitors for comparison in your written discussion. (Note: You do not have to write up and provide a full analysis of your competitors' activities but you should be able to include key observations and comparisons as part of your analysis as is appropriate).

Summarize your findings and provide recommendations in terms of what type of content you would recommend for your brand/product line going forward (i.e. text vs. photos/video, company or new product news vs. contests or content primarily based on entertainment value).

Consider both what followers/posters are saying about the brand/product line in terms of questions, comments, areas of interest expressed, etc. as well as what you believe are the marketing objectives of your brand/product line when making your content marketing recommendations. - 20 Points

3) Please visit the following website and conduct a search and analysis for your brand/product line as well as your two primary competitors. Include a simple matrix like the one provided below as well as 2-3 key takeaways.

Please demonstrate an understanding of key terms like Strength, Sentiment, Passion and Reach. In providing your analysis/key takeaways, please do not simply report data.

In other words, based upon your knowledge of the brand/product line what may be behind the results you are seeing here? Are there contradictions?