social media theory and practice
Assignment description: Write a 2-3 double-spaced typed paper as a formal essay with its own thesis, and its own introduction, body, conclusion, and APA citations.
In this course, we have learned social media theory and its application to the three specific areas. The first is an introductory unit that has given you a clear understanding of what social media is, its history, and the differences between social media and social networking sites. Then, we discussed the use of social media relates to organizational, political, and health communication.
For this assignment, you need to choose a specific context (organizational, political, or health communication).
Then, you may decide which social media application you want to study. For example, you may choose Instagram as the social media platform you will analyze.
Third, you need to choose a very specific brand, organization, or an influencers social media site (either a personal page (Instagram influencers or public pages). For example, CDC uses its Twitter account to promote credible health-related information.
Fourth, you need to analyze this account by using the knowledge we have learned from this course. Feel free to cite any readings we have read through those four weeks.
Consider the questions below to help you think about the topics that you could address in your paper. DO NOT write the paper as a list of answers to the questions.
1. What is the purpose of this social media account? (to promote health information or to collect petition signatures or to make friends.)
2. Are all of the functions fully used by the account manager?
3. Who are the followers? How many followers does this account have? What are the audience expectations or why do people want to connect with this account?
4. Primary Content Type (Textual, video, infographics?) Structure (What does a general post look like?) Tone (Formal, Playful, sarcastic?) Desired Action (What user behavior do they want to achieve?) Editorial Plan (daily update or weekly update?)
5. Are there any limitations or advantages for this account or this social media platform? How would you improve it?
6. Are they engaging their audience? Are they offering any incentives? Are there comments and/or likes? If you were the manager of the account, what strategies would you use to engage with followers?
7. Other than the current social media platform, do they use any other social media platforms? For example, if you choose to analyze Nikes Instagram account, does Nike also have a Facebook account? Do those social media platforms have the same content or customized content for different platforms? Which platform attracts more followers and engagement?
Sometimes, you might find that organizations (whether they are companies, political campaigns or health-related entities) do not consider the affordances of social media platforms which means if you look at an organizations Facebook page, you will often see that the images from Facebook are placed right into Instagram (or Twitter for that matter) without any changes made to them. The images on Facebook are often identical to those on Instagram. Im sure you can appreciate that not all social media platforms are equal. Therefore, content that works for Facebook does not and should not work for Twitter or Instagram. In an ideal world, social media professionals should design content specifically for each platform instead of placing the same content on all platforms.
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