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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
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