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Social media audit assignment for social media class

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, MattKushin.com. Search: "Using Meltwater for a Social Media Audit Assignment in Social Media Class."

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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:	
  http://Meltwater.com/login.	
  
§ 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.	
  
	
  
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:	
  iconosquare.com	
  (click	
  Statistics)	
  |	
  http://simplymeasured.com/free-­‐social-­‐media-­‐tools	
  
o Twitter:	
  Followerwonk.com	
  (create	
  free	
  account	
  w/	
  your	
  Twitter.	
  click	
  analyze	
  followers)	
  |	
  http://www.tweetstats.com/	
  |	
  	
  
http://tweetchup.com/	
  |http://simplymeasured.com/free-­‐social-­‐media-­‐tools	
  
o Facebook	
  –	
  if	
  competitors	
  have	
  a	
  FB	
  Page:	
  http://simplymeasured.com/free-­‐social-­‐media-­‐tools	
  or	
  
http://www.fanpagekarma.com/	
  	
  
§ 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|	
  http://simplymeasured.com/free-­‐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?	
  
• http://Followerwonk.com	
  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	
  twitter.com/search	
  to	
  determine	
  any	
  Hashtags	
  associated	
  with	
  brand?	
  Create	
  a	
  new	
  meltwater	
  search	
  for	
  those	
  
hashtags.	
  	
  
Appendix:	
  Finding	
  the	
  Meltwater	
  Training	
  Videos	
  
	
  

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Social media audit assignment for social media class

  • 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:  http://Meltwater.com/login.   § 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. 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:  iconosquare.com  (click  Statistics)  |  http://simplymeasured.com/free-­‐social-­‐media-­‐tools   o Twitter:  Followerwonk.com  (create  free  account  w/  your  Twitter.  click  analyze  followers)  |  http://www.tweetstats.com/  |     http://tweetchup.com/  |http://simplymeasured.com/free-­‐social-­‐media-­‐tools   o Facebook  –  if  competitors  have  a  FB  Page:  http://simplymeasured.com/free-­‐social-­‐media-­‐tools  or   http://www.fanpagekarma.com/     § 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|  http://simplymeasured.com/free-­‐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?   • http://Followerwonk.com  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  twitter.com/search  to  determine  any  Hashtags  associated  with  brand?  Create  a  new  meltwater  search  for  those   hashtags.     Appendix:  Finding  the  Meltwater  Training  Videos