Social Media Monitoring Critique and Analysis

[2.6] Social Media Monitoring Critique and Analysis [250 pts!]

MKTG 3340: Principles of Social Media Marketing

At this point you should be the pro on your brands social media situation. Your requirement is to deliver an organized, edited, professional-business analysis of your brands use of social media marketing or lack thereof. The following sections direct you to the subject matter Im looking for.  Ive given point values to sections. However, there is not a specific template for this final installment of the BMP because your brands situation may guide you to further expound in areas that a general template might limit. Therefore, the point values may adjust somewhat to include other content you include that supports your analysis. Develop subject headings as warranted by your analysis citing pertinent evidence to support your arguments/observations accordingly.

Your paper should include the following sections:

1. Introduction: [50 pts]

History: Introduce your company, product/brand what they do and why social media is important to their business. Hint: Look at the industry they operate within as well as the norms/standards for social media use in that industry. The extensive research you conducted for your proposal should help you here. (20)

Thesis Statement: Since you are taking a position in your presentation AND backing it up with evidence, facts, and statistics, you need to include a thesis statement (a strong thesis statement requires proof). This should be a statement (or two) on the position you are taking and how you intend to analyze/evaluate it.  This is specific to your company and industry thus, contributing to best practice in the industry landscape. It can also be considered your Hook. The remainder of your paper should be the support for this statement. It should help to guide and control what you put in your paper. If you are unsure of writing a thesis statement, consult Google or the Writing Center at the Library. (10)

Summary of social media use: Include a chart that presents the numbers of followers, frequency of posts, etc. Then, summarize the companys history/current use of all social media.  Some things to consider: Can you tell who manages SM for the business? Are they using various tools in unique ways that adapt to the medium or are they redundant? If they are missing from a channel, can you deduce why? (20)

2. Results / Analysis: [85 pts]

 Organizational use of social media

Use of each tool: How do they leverage each tool for its best use? An audit is appropriate here (see page 121). How is each tool used to move the customer through the purchase process? (see page 309); provide examples; infer primary purpose. This is what were interested in. Analyze each company’s social media use on each platform to discern strategic purpose. Are they effectively using social in ways that encourage trial, facilitate purchase, raise brand awareness, or deepen customer loyalty? Be specific in your analysis. Do not simply describe their post. Tell me what you think the posts are trying to achieve in terms of IMC objectives. Find a structure to deliver your content.  (40)

Competitive position:  Ultimately, this project was designed for you to come to conclusions regarding social media best practices in the type of company/industry you have evaluated so make sure these best practices are part of your evaluation. Obviously, you should evaluate a couple of competitors. (25)

Social Media SWOT Analysis: Include a Digital/Social Media Marketing SWOT/Competitive analysis based on social media conversations. In the strategy chapter, there is a Table for GT’s general SWOT analysis. This is NOT what Im looking for! (See explanation at end of this document). (20)

3. Assessment and Recommendations / Practicality: [65 pts]

In this section, you will elaborate on what you have discovered about your companys social media implementations; what they use, how they use it, and how you feel about their use. You are the managerial decision-maker in this case.  If you were in charge of Social Media decisions, what Social Media implementations would you suggest the company use in the future? Your research has laid the foundation. In this section, build the house. 

3 Recommendations: Make at least (3) three recommendations based upon your assessment and research. What should they do, why should they do it, what do you expect to happen if they do, and why do you expect that to happen? You must elaborate! This is the reason you did all the work!  (35)

Give evidence:  (refer back to something, reference materials, examples, etc.) as to why you have come to these conclusions! You cannot simply say I think they should. (30)

4. Organizational Elements: [50 pts]

Organization: Ive asked you to structure your writing on every part of this project. Headings, formatting, etc. if you still dont know what Im talking about please Google it, ask Siri, Alexa, Cortana, a friend.(20)

Editing:  I promise if you have misspellings, sentences that make no sense, fragments, or other editing infractions, I will DING you extensively. Nothing disrespects the reader more than poor editing. If you struggle as a writer, please have someone look over it for you. I recommend using the Writing Center in the library to help you if your writing skills warrant it. That is to say, dont let your writing undermine your great ideas.  (25)

Sources: Demonstrate that you used appropriate materials with which to base your analysis. Although APA style is preferable, you may use the style of your major. (5)

Notes:

*This is not an essay. This is not an exercise in sharing your opinion or how you feel or what you believe. This is a business report that presents evidence in an analytical way and arrives at a conclusion based upon that evidence. Avoid first-person statements (I and we) in order to avoid sloppy analysis and defaulting back to belief or opinion. Avoid sweeping generalizations. Avoid overuse of qualifying language (excellent, effective, impressive, good, etc.) Present the evidence and let the reader (me) decide based upon your evidence.

**The grade given to average work on all assignments is a C.   B or A indicates impressive achievement above the average.  A indicates especially exceptional work.  Grades below a C indicate inadequacies in any or all of the sections/criteria.

***Here is the explanation of the Social Media SWOT in more detail:

For example:

SWOT Analysis for Facebook from 2013

Strengths:

• Allows integration with many websites and applications
• Has more than a billion active users
• The user experience is excellent
• Understands what the users need and want

Weaknesses:

• Weak click-through-rate of advertisements
• Lacks of some features like video chats, group chats, dislike buttons, etc.
• Advertisements on Facebook is the only major source of revenues
• Attitude towards users privacy creates a negative image
• Lack of website customization
• Weak protection of users information

Opportunities:

• Number of Facebook users who access the social media via mobile devices are increasing
• Expansion to China
• Add more sources of revenue
• Open Facebook marketplace

Threats:

• Increasing number of mobile internet users
• Users have ad-block extensions
• Online marketings slow growth rate
• Privacy issues like identity theft
• Weak business model

There are plenty of SWOT analyses for companies available on the Internet. I better not see ANY of those. This is a social media SWOT analysis. If you include anything else, it must have some impact on the use of social media and be clearly stated.

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