Reference no: EM132874167

1.Choose any company or brand and provide a brief (1-2 s entence) description

2.Identify the official accounts on the major social media platforms

• Use this sample GoogleSheet: 

Reference: https://docs.google.com/spreadsheets/d/1ezfQTCg2gOFMjmwOWmMAL4uMm-l3BMBTrZmEqVH1_7A/edit#gid=0

•  as a template (but improvise as needed)

3.Document and evaluate performance data

• Collect key metrics by platform (we'll focus on likes to keep it simple)
• How many followers?
• What is their post frequency?
• Average likes/post? (Use a sample of the last 20 or so posts; note that you should still be able to see this in the web version of Instagram, regardless of what's going on in the app)
• The sample sheet has some rough benchmarks for good (not necessarily great) engagement rates; double check your numbers if they are very different (for example, >1% likes on Facebook or Twitter is exceedingly rare)
• Based on the nature of the company and the following and post frequents, evaluate the importance of each platform (5=high, 1=low)
• Based on the content you see and the engagement rates obtained, provide subjective evaluations of how well they are performing on each platform (5=high, 1=low)
• The sample sheet shows some rough computations for average performance; note you'll have to delete rows for platforms they don't use at all

4.You should try to collect information on paid media on Facebook/Instagram using the Facebook Ad Library:

• https://www.facebook.com/ads/library/?active_status=all&ad_type=all (Links to an external site.)
• Data is limited, so this is more to see what types of paid media they have recently used (it won't give you a link to the ad itself, so you can't easily collect any metrics - political ads are an exception, but most companies have little if any spending that qualifies).

5.Qualitative evaluation: write up 2-3 short par agraphs

• Overall social media objectives and performance
• Highlight one thing they do well
• Make one recommendation for improvement