How to Conduct a
Social Media External Analysis
Susan Fant
www.susanfant.com / www.castlesandsllc.com / www.fernweb.org
Th...
Community Collaboration
How does
community
collaboration
increase awareness
of your value?
– Visual Storytelling
– Involvi...
Company Collaboration
• Collaboration is not a one size fits all
– It is suitable for some companies, but not for all
comp...
Social Media and Culture
How does social media
exemplify your culture?
What are the share
beliefs, norms and
values?

What...
Purpose is Paramount
What is the purpose of your social media?
• Example: What is the purpose of Nike’s
#Makeitcount Campa...
Well Formed Purposes
for Collaborations
• Who are the target participants?
• What is the nature or focus of their
collabor...
Presenting Social Media
The Social Organization helps us understand
how OTHER PEOPLE think about social media
and how we b...
Make Your People Reach
• You want to make your people reach for a
CAUSE.
– People need to rally around a cause to engage i...
Nike FlyKnit Love Story

http://www.youtube.com/watch?v=KK9whzSptbQ
Collaborating with
Social Media Influencers
Nike Make it Count

http://www.youtube.com/watch?v=gLLFPfk14UI&list=PL4152310A7841AAC6
Behind the Scenes
of Nike Make It Count

http://www.youtube.com/watch?v=xylEd9AD6xQ&list=PL4152310A7841AAC6&index=3
How do we analyze
social media?
1. Discover the Purpose
2. Find the Platforms
3. Research the Competition
4. Figure Out What Works.
5. Decipher What Does NOT Work

#FAIL.
6. Prove Your Analysis
• Use theory to explain what works and what does
NOT work.
• Focus on WHY.
• Focus on HOW companies...
Questions?
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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 www.susanfant.com / www.castlesandsllc.com / www.fernweb.org 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 http://www.youtube.com/watch?v=KK9whzSptbQ
  10. 10. Collaborating with Social Media Influencers
  11. 11. Nike Make it Count http://www.youtube.com/watch?v=gLLFPfk14UI&list=PL4152310A7841AAC6
  12. 12. Behind the Scenes of Nike Make It Count http://www.youtube.com/watch?v=xylEd9AD6xQ&list=PL4152310A7841AAC6&index=3
  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?

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