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Social media audit assignment for social media class


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This is a copy of the social media audit assignment I have my students complete. The class is a university level strategic social media class. The students use Meltwater and other software to conduct the assignment.
You can read more about this assignment on my blog, Search: "Using Meltwater for a Social Media Audit Assignment in Social Media Class."

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Social media audit assignment for social media class

  1. 1. Com  322:  Social  Media   Matthew  J.  Kushin,  PhD  |  Shepherd  University   Group  ProjectGroup  Project:  :  Social  Media  AuditSocial  Media  Audit    ReportReport     Overview     Due:   See  Syllabus   %  of  Total  Grade:   See  Syllabus   Turning  In:   1  person  in  team  uploads  1  copy  to  Assignments  on  Sakai  in  MS  Word  Compatible  format     Overview   You  will  conduct  a  social  media  audit  of  Shepherd  University’s  Comm  Department  AND  a  similar  department  to  Shepherd   University’s  Comm  Dept.  Try  to  analyze  all  of  their  existing  social  media  –  but  if  they  have  a  ton  of  channels,  just  pick  3.  E.g.,   Twitter,  Facebook,  YouTube.     Useful  Materials:     § To  complete  this  assignment,  you  should  have  completed  the  Meltwater  training  videos  available  in  the  help  section  of   your  Meltwater  account  (image  of  where  these  are  at  bottom  of  this  assignment).   o Access  your  team’s  Meltwater  account:   § Social  Media  Audit  Guide  Questions  (at  bottom  of  this  assignment).     § Recommended  social  media  audit  student  example  on  Sakai  (which  you  should  read  in  full!).   § Additional  audit  examples:  National  Farm  to  School  Network  |  Hult  Center  for  the  Performing  Arts  |  Asbury  Design   Consultancy       Organization  of  Paper   1. Organization  Overview  –  1-­‐2  paragraphs  so  we  know  who  you’re  writing  about.   2. Methods  section  –  1-­‐2  paragraphs  telling  us  what  tools  you  used  to  do  your  analysis  (e.g.,  socialmention,  Klout)   3. Social  Media  Audit  –  Use  the  questions  from  Part  1  of  the  “Guide  Questions”  at  bottom  of  this  document.   a. Compare  ShepComm  and  another  Department.   4. Communication  Audit  -­‐  Use  questions  from  Part  2  of  the  “Guide  Questions”  at  the  bottom  of  this  document.   a. Compare  ShepComm  and  another  Department.   5. Recommendations  &  Discussion   § In  consideration  of  what  you  found,  what  conclusions  can  you  draw  about  how  SU  Comm  Dept’s  could  use  social   media  for  the  social  media  platform  you  chose?  What  recommendations  do  you  have?  How  can  they  improve?     § Back  up  your  claims  by  citing  all  references  in  text  (such  as  to  recommendations.  Ex:  If  you  recommend  they  post   3  times  per  hour  on  Twitter,  why?  What  is  your  source  for  this  recommendation?  –  maybe  it  is  discussed  in   Likeable  Social  Media  or  the  other  class  text.  Maybe  it  is  based  on  things  other  universities  are  doing  well.  Maybe   you  need  to  do  some  web  searching  –  there  is  a  lot  online  on  this  sort  of  thing!)     Additional  Requirements   1) Cover  Page  –  Cover  page  with  title  of  report  and  team  member  names.   2) Length  –  Body  should  be  about  3-­‐4  pages  of  text  double-­‐spaced  (NOT  including  images,  graphs,  etc).   3) Visuals  –  use  screen  grabs  of  their  social  media,  create  graphs  or  charts  to  communicate  complex  information,  such  as   numbers,  or  comparisons.   4) Formatting  –  Use  headers  to  organize  your  paper  into  sections.   5) Citations  –  All  references  to  external  material  must  be  linked  to  (using  embedded  URLs).   6) Reference  list  -­‐  A  list  at  the  end  of  the  document  of  any  additional  readings  or  sources,  including  the  URLs  to  their  social   media  sites.   7) Write  paper  as  an  essay  –  You  can  use  bullet  points  for  any  lists.     Grading  Criteria   § A  Professional  quality  of  writing   § Organization,  Structure  &  flow  of  paper   § Thoroughness  of  Review  &  addressing  of  questions   § Recommendations  based  on  sound  reasoning  &  evidence  relying  on  credible  external  sources  (e.g.,  sources)   § Links  to  sources.  Reference  list.    
  2. 2. Com  322:  Social  Media   Matthew  J.  Kushin,  PhD  |  Shepherd  University   Social  media  Audit  Guide  Questions   PART  I.  Organization’s  Social  Media  Overview   1. Voice  &  Style   It  is  important  to  note  the  style  or  tone  (for  example,  are  they  playful,  serious,  positive,  funny,  relaxed,  etc.)  the  organization  uses  on  their   social  media.  This  is  conveyed  through  text  in  the  posts,  profile  description,  and  other  social  content.  It  is  also  conveyed  visually  through   color  schemes,  profile  photos  &  graphics,  images  shared,  etc.     • Is  the  organization  consistent  with  how  it  portrays  itself  visually  and  textually  across  social  platforms?   o Best  way  to  do:  Go  to  their  social  media  account  or  blog  and  check  it  out.     o Look  at  the  last  dozen  or  two  dozen  posts.     2. Social  Media  Publicity   • Look  over  their  website/blog.  Do  they  mention  their  social  media  presence?  If  so,  how?  Is  a  link  present?   • Are  they  driving  traffic  between  their  website  and  social  media  sites?  (e.g.,  do  they  link  to  their  FB  page  on  their  website?  Look  over  their   twitter  posts  –  are  they  mentioning  their  Facebook?  ).  In  what  ways?     3. Stats  /  Measurement   • Unfortunately  we  don’t  have  access  to  their  traffic  stats.  Most  of  this  info  you  can  get  by  looking  at  their  page  (how  many  likes  for  their   Facebook  page,  followers  on  Instagram,  Twitter,  Pinterest,  etc,  and  other  similar  stats  can  you  find?)  These  may  add  some  extra  insight:   o Instagram:  (click  Statistics)  |­‐social-­‐media-­‐tools   o Twitter:  (create  free  account  w/  your  Twitter.  click  analyze  followers)  |  |  |­‐social-­‐media-­‐tools   o Facebook  –  if  competitors  have  a  FB  Page:­‐social-­‐media-­‐tools  or     § Note:  ShepComm’s  Facebook  page  group  stats  may  not  be  available  to  you  because  you’re  not  an  administrator.  Dr.   K  can  pull  them  up  for  you.  Just  ask  him.     o LinkedIn  &  others|­‐social-­‐media-­‐tools   o Blogs  –  difficult  because  don’t  have  access  to  their  Google  Analytics.  Unless  they  post  their  followers,  focus  on:  #  of  posts  in  a   given  time  period  (week  /  month),  #  of  comments  posts  are  getting,  and  any  other  stats  that  jump  out  at  you.     PART  2.  Conversation  Analysis   This  is  a  key  component  of  your  social  media  audit.  It  is  a  look  at  the  conversation  going  on  around  the  brand.     1. What  are  they  talking  about?   • Look  through  some  of  their  social  media  posts.  What  are  the  sorts  of  things  this  client  seems  to  post  about?     2. Who  are  they  talking  to?   •  should  offer  a  look  at  who  they  interact  with  on  Twitter     3. Who  talks  about  them?   • If  you  don’t  already  have  one,  create  a  “monitor”  dashboard  in  Meltwater  for  a  search  for  their  account  username  (ex:  “@shepcomm”)   and  then  create  a  widget  for  “top  posters.”       4.          What  is  being  said  about  them?     • Use  the  “monitor”  dashboard  you  created  in  #3  that  is  a  search  of  their  social  accounts  (ex:  “@shepcomm’”)  and  their  brand  (ex:   “Shepherd  University”)  to  look  at  mentions  of  brand  &  social  accounts  on  your  team’s  Meltwater  account.    Identify  examples  that   exemplify  the  conversation  about  them.       5. How  often  are  they  getting  mentions  in  the  past  several  months?   • Create  a  widget  in  your  “monitor”  dashboard  that  shows  social  media  mentions  across  time  to  identify  peaks.  Can  you  find  a  reason  for   this?     6. Are  the  mentions  positive  /  negative  /  neutral?     • Look  at  the  sentiment  dashboard  in  Meltwater  for  the  search  you  set  up  for  them  (ex:  “Shepherd  University”  “@ShepherdU”  etc.)   • #Hashtags  –  Search  to  determine  any  Hashtags  associated  with  brand?  Create  a  new  meltwater  search  for  those   hashtags.     Appendix:  Finding  the  Meltwater  Training  Videos