You will need to create a document that covers the below topics.This should be written inessay form not bullet points or Q & A.
Although this has three separate sections you should write it as a single, cohesive paper with headings breaking up the sections and sub-sections.
Useprofessional language, use technical terms as stated in the text, and be written in the third person(no personal pronouns). The paper must be typed using Times New Roman 12-point font, 1 spacing, and 1 margins on 8 x 11 paper. Make sure all sources are cited using APA citation format both in the paper and in a references section. It is up to you on whether graphs/charts are in the paper itself or in an appendix. I will accept whichever you choose provided you are consistent. There is no minimum length required however I do exapect it to be thorough.
Area of Focus – Social Media and YouTube
This includes all forms of social media the company/brand is actively using as well as the company’s/brand’s own YouTube channel
If the company is in YouTube via product endorsement and you are able to find that information that should also be covered here. I do not expect you to be able to find every single instance of a YouTube advertisement
Likewise, if you happen to see social media advertisements from the focal company/brand certainly mention them, however I am more interested in an analysis of how the company/brand is using its own platform page
You should anticipate that you will have multiple rubrics (see step 2 for details).
I have encluded examples from prior students to help guide you. Please note these are not perfect and there are multiple ways to present the information. Use these as a guide to help get you started.
EXAMPLE Social Media Audit 2.pdf
EXAMPLE Social Media Audit.pdf
Step 1: Method
Provide an overview of your methodology/approach to auditing this area of marketing. Include a rating for each company (i.e. x out of 5 stars related to the specific area). Essentially, tell me how you went about analyzing the social media and YouTube activities of your focal company/brand and its competitors.
Step 2: Rubric
As part of your methodology, you need to include rubrics that you will use in your evaluation process. These will provide objective measures that will allow you to easily compare the companies/brands with each other. You are defining the criteria and levels of proficiency a potential company could achieve. For example:
A criteria for Facebook could be number of followers. You could then have levels of proficiency such as Excellent = 10,000+; Average = 9,999 – 5,000, Below Average = less than 5,000
Keep in mind, you will most likely have multiple rubrics based on the variety of platforms your company/brand is participating in. At minimum you should have one for social media and a separate one for YouTube.
In the event that a competitor is active in a platform that the focal company/brand is not, the platform SHOULD be included in the analysis with the focal company/brand receiving a score of zero for anything pertaining to that particular platform.
Step 3: Analysis of Focal Company/Brand
This section should highlight what the company is doing relevant to the the rubrics you created as your evidence. Conclude this summary analysis with bullet points outlining the major strengths and weaknesses of the companys marketing. You should aim for approximately half a page to one page in your analysis of the focal company plus the strengths/weaknesses.
Step 4: Analysis of the Two Competitors
This section should be about a paragraph per competitor (you can i.e. Competitor #1, #2 Each paragraph on competitors should be less in-depth than your analysis of the focal company. Here you should supply a brief summary of things the competitors are doing relevant to this marketing area. Focus on highlighting things the competitors are doing better than your focal company.
Step 5: Recommendations
Discuss recommendations. You should identify atleast 3changes you think your focal company/brand should make to its social media and/or YouTube marketingbased on what you think your previously identified buyer persona would find appealing. It is important that you clearly link your recommendations to the buyer persona!
Step 6: submit
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