How to Conduct a Social Media External Analysis


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This presentation focuses on real world application of conducting a social media analysis. Utilizing Nike as a key case study, the presentation looks at the steps required to analyze a company's social media platforms to understand if they are truly purposeful and effective while catering to the community and fulfilling a mission statement. Specific focus on YouTube platforms and video as well as Facebook takes place with some regards to analyzing competing brands social media platforms as well.

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How to Conduct a Social Media External Analysis

  1. 1. How to Conduct a Social Media External Analysis Susan Fant / / These Slides are for Educational Purposes Only – The University of Alabama Marketing Department MKT597: Digital & Social Media Marketing Fall Semester 2013
  2. 2. Community Collaboration How does community collaboration increase awareness of your value? – Visual Storytelling – Involving inside and outside stakeholders – Interacting with the local community
  3. 3. Company Collaboration • Collaboration is not a one size fits all – It is suitable for some companies, but not for all companies. – What you post on social media can differ from industry to industry. – Collaboration happens inside and outside a company with user generated content.
  4. 4. Social Media and Culture How does social media exemplify your culture? What are the share beliefs, norms and values? What do potential employees think about your company as well as potential customers?
  5. 5. Purpose is Paramount What is the purpose of your social media? • Example: What is the purpose of Nike’s #Makeitcount Campaign? – Does is say something about the culture? – Does it focus on the mission and vision of the company? – Does is reach the target audience? How?
  6. 6. Well Formed Purposes for Collaborations • Who are the target participants? • What is the nature or focus of their collaboration? • What’s in it for the participants? • What value will the organization receive?
  7. 7. Presenting Social Media The Social Organization helps us understand how OTHER PEOPLE think about social media and how we best communicate it outside our bubble. Think about using this book to help you discuss the context of your company’s social media in your external research assignment.
  8. 8. Make Your People Reach • You want to make your people reach for a CAUSE. – People need to rally around a cause to engage in a purpose. – Social Media Strategy pushes that purpose to be achievable. Why is your target audience following your social media posts? What do they want?
  9. 9. Nike FlyKnit Love Story
  10. 10. Collaborating with Social Media Influencers
  11. 11. Nike Make it Count
  12. 12. Behind the Scenes of Nike Make It Count
  13. 13. How do we analyze social media?
  14. 14. 1. Discover the Purpose
  15. 15. 2. Find the Platforms
  16. 16. 3. Research the Competition
  17. 17. 4. Figure Out What Works.
  18. 18. 5. Decipher What Does NOT Work #FAIL.
  19. 19. 6. Prove Your Analysis • Use theory to explain what works and what does NOT work. • Focus on WHY. • Focus on HOW companies can fix what isn’t working to constantly improve. • Highlight your examples. • Write your conclusion
  20. 20. Questions?