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Table of Contents
How do you write a social media analysis?
- Identify your social media competitors.
- Gather data.
- Analyze competitors’ activity.
- Step up your competitive analysis.
- Using the data.
What should a social media analysis include?
Followers, impressions, engagement, clicks/traffic, and mentions are important metrics to analyze while conducting a social media audit. For your first audit, track the relevant data and add it to your spreadsheet. This will be the starting point.
How do you Analyse social media results?
- Make a spreadsheet. …
- Pull reports from each social platform. …
- Input your data into your spreadsheet for each platform. …
- Look at every piece of data. …
- Determine what metrics typically decrease. …
- Bucket your like metrics. …
- Form an action plan from your social media marketing analysis.
Why is social media analysis important?
Social media analytics allows brands to most effectively learn what their audience cares about and what influences their purchasing decisions. These insights allow marketing departments to craft more personalized and relevant marketing experiences.
What media analysis means?
Defintions: “The examination, interpretation and critique of both the material content of the channels of media of communication and the structure, composition and operations of corporations that either own or control those media.
Social Media Analysis: Your Extensive How-To to Improve Social Success
“The study, interpretation, and critique of both the material content of communication channels and the structure, composition, and operations of corporations that either own or control those media newspapers. It now includes multimedia, the electronic communications networks made available by the Internet.”
See Cashmore, 2006 in Jupp, V., & Sage Publications. (2006). The SAGE Dictionary of Social Research Methods. London: SAGE Publications.
Media content analysis is a subset of content analysis and applies a systematic method to study mass media as texts, including interview transcripts, film narratives and forms, television programming, and newspaper and magazine content.
“Content analysis starts from the view that verbal behavior is a form of human behavior, that the flow of symbols is part of the flow of events, and that the communication process is an aspect of the historical process… Content analysis is a technique that aims to Describe with the greatest possible objectivity, accuracy and generality what is being said on a specific topic, in a specific place, at a specific time. (Lasswell, Lerner & Pool, 1952)
See Macnamara (2005)
“A convenient way to describe an act of communication is to answer the following questions:
who
Say something
In which channel
those
With what effect?”
See Lasswell (1948) in Bryson, L. (1964). Communicating Ideas: A Series of Addresses. New York: Cooper Square Publishers.
What social media analyst do?
Social Media Analyst responsibilities include:
Analyzing user engagement (e.g. click-through and bounce rates) Reporting on web traffic for all social media. Building and supporting SEO strategies by implementing keyword priorities into content marketing projects.
Social Media Analysis: Your Extensive How-To to Improve Social Success
Analysis of user engagement (e.g. click and bounce rates)
Web traffic reports for all social media
Building and supporting SEO strategies by implementing keyword priorities in content marketing projects
Job Description
We are seeking a Social Media Analyst to oversee our social media initiatives and implement successful marketing practices.
For this role, you should have a deep understanding of how different social networks work and be familiar with Search Engine Optimization (SEO) for online content. If you’re a tech-savvy professional with an interest in the latest trends in digital technologies, we’d love to meet you.
Ultimately, you should strengthen our online presence and increase our brand awareness through effective social media strategies and campaigns.
responsibilities
Analyze user engagement (e.g. click and bounce rates)
Reports on web traffic from all social media
Create and support SEO strategies including keyword optimization in content marketing projects
Identify the habits of our online customers and suggest ways to reach a wider audience
Maintain a coherent strategy across all platforms to increase our brand awareness
Coordinate with social media manager and marketing department to design advertising campaigns
Ensure timely responses to questions and comments from customers and followers
Advise other employees on their social media activities (e.g. how to respond to customer comments and questions and what to share on personal or company accounts)
Research how new social networks and features can benefit our business
If necessary, update our corporate social media policy
requirements and skills
How do you analyze media?
…
2. Laswell’s Method
- Who? Look at the media channel doing the communication. …
- Says What? Look at what is being said. …
- In which Channel? Look at the means of communication. …
- To Whom? Look at who the target audience is. …
- With what Effect?
Social Media Analysis: Your Extensive How-To to Improve Social Success
The goal of media analysis is to understand the potential of the media to influence individuals and society. Media analysis has two main purposes:
Media criticism: It can identify how social groups such as women and people of color are portrayed in the media to help us understand systemic racism and sexism. Media campaign research: It can also help media companies identify gaps in the advertising landscape to better promote their own products.
What is media analysis?
Media analysis examines texts: books, letters, videos, TV shows, blogs, films, newspapers, etc. It looks at media texts directly (rather than interviewing media producers) and reflects on what they collectively say about a topic. Here are some useful scientific definitions you could use in an essay:
Media analysis is the study of “what is said about a particular topic, in a particular place, at a particular time” within the media (Lasswell, Lerner and Pool, 1952, p. 34)—this is one of the earliest definitions of all.
“Content analysis is a research method that uses a variety of techniques to draw valid conclusions from text” (Weber, 1990, p. 9)
“Critical media analysis means thinking critically about the influence of the media on the distribution of power in society.” (Stocchetti & Kukkonen, 2011, p. 13)
It “is a research technique based on measuring the amount of something (violence, negative representations of women, or whatever) in a representative sample of a mass-mediated popular art form” (Berger, 2005, p. 25).
It is “a technique for collecting and analyzing the content of text”. (Neumann, 1997, p. 272)
How do I do a media analysis?
Media content analysis can be performed in a number of ways. But media analysis has two core elements that must always be considered systematically: the text and its content.
1. Texts
The text is what you look at while doing your analysis. Neuman (1997, p. 273) describes a text as: “anything written, visual, or spoken that serves as a medium of communication.” Typically, we try to sift through a wide range of writing (e.g., maybe all superhero movies in 2020; or all newspaper articles published in national newspapers about Trump in July 2020) over a defined time period. This helps increase the validity of the analysis. Texts can be:
newspaper article
Books
email chains
TV Shows
advertisement
movies
blogs
YouTube videos
podcast
etc. etc. etc.
2. Content
Content is the “stuff” that you analyze within the text. Neuman (1997, p. 273) defines content as “words, meanings, images, symbols, ideas, themes, or any message that can be communicated”. To analyze this content, we can count the number of positive versus negative statements made about someone, how a camera ranks someone as powerful or weak, how much time someone has to talk, and so on. Basically, content can be divided into four categories:
Written: words, sentences, paragraphs, etc.
Words, sentences, paragraphs, etc. Sonic / Audible: spoken words, music, sound effects, etc.
spoken words, music, sound effects, etc. Visual: images, images, color schemes, camera angles, facial expressions, etc.
Pictures, images, color schemes, camera angles, facial expressions, etc. Motive: The pace at which things are moving, the direction in which they are moving, etc.
Quantitative Techniques
“Quantitative” approaches to media analysis use measurable scientific approaches to analyzing media texts. These approaches involve counting exact numbers, ratios, percentages, etc. to get objective facts about media representation. Below are the two most important quantitative approaches to media analysis.
1. Quantitative content analysis
Quantitative methods count the number of mentions, keywords, latent semantic keywords, etc. to create measurable comparisons. Comparisons can be made between media texts (e.g. “Which media are better at including women?”) or between elements within a text (e.g. “What is the balance between white and non-white representation in this text?”). Typically, software tools are used in quantitative content analysis to provide a reliable and objective view of media representation.
2. Laswell’s method
Laswell’s method is the oldest method of media analysis. For Laswell, you can make a simple critique of media representation by asking the following 5 questions:
Who? Look at the media channel that handles the communication. are they respectable Are they historically biased? Do they follow journalistic ethics? Who finances them? Say something? Look at what is said. How does it represent the theme? In which channel? Look at the means of communication. Is it TV, blogs, podcasts, etc.? How does the channel / medium affect the message to be communicated? Is it a medium that attracts millennials or baby boomers? theirs? Take a look at who the target audience is. What could this say about why the message is designed the way it is? With what effect? Has the media influenced politics, public discourse, the growth of certain movements, or the increased sales of certain products?
3. Quantitative approach – advantages and disadvantages
Advantages of a quantitative approach:
It may seem more reliable because it provides objective numbers.
It offers directly measurable comparisons.
Disadvantages of a quantitative approach:
lack of context. Often only a subjective human analysis can discern how media manipulates people.
Media analysis is about studying how media is manipulative; It’s difficult to use machines to pick up the nuances of media techniques.
Qualitative Techniques
Nowadays, qualitative methods are much more common in media analysis. Many researchers have recognized that it is very difficult to analyze media texts in depth using hard scientific methods. There are many small human nuances in Meda that require deeper explanations and a critical human eye when criticizing texts. Qualitative approaches are very helpful here. The two most important qualitative approaches to media analysis are listed below.
1. Social semiotics
“Semiotics” is the study of signs and symbols. It was invented by Ferdinand de Saussure, who was studying how “signs” create “meaning”. “Social semiotics” is a more contemporary approach that doesn’t just look at signs. It also examines how signs get their meaning from culture. For example, a red octagon does not automatically mean “stop sign”. But in our culture, we know it almost always means that because it’s the meaning our culture has given to the sign. To conduct a social-semiotic analysis, examine closely the texts you want to analyze. Watch/read/listen to them and take notes on the content:
Sounds: What sounds are there and how do they affect the message? For example, if there is classical music, it may mean targeting a different audience than rap music. We know this because we have our finger on the pulse of our culture—we know which social groups rap music would appeal to.
What sounds are present and how do they affect the message? For example, if there is classical music, it may mean targeting a different audience than rap music. We know this because we have our finger on the pulse of our culture—we know which social groups rap music would appeal to. Words: Are there any words or phrases that stand out to you because of the way they frame certain groups? Notice these words and phrases and how often they are used.
Are there any words or phrases that stand out to you because of the way they frame certain groups? Notice these words and phrases and how often they are used. Pictures: How do pictures influence us? If the color scheme is primarily blue, perhaps the text is meant to soothe and soothe us. If there are pictures of someone in a white doctor’s coat, is that an advertisement trying to tell us the product is backed by science? When there are low camera angles looking up at someone, is it trying to make that person appear powerful? Etc.
A social-semiotic analysis would then create a set of issues for discussion. One theme might be, “Women are portrayed as powerful in this text.” Another might be, “Most dental commercials use scientific language to persuade viewers.”
2. Discourse analysis
Discourse analysis examines discourses (messages circulating in society). It was created by Michel Foucault in the 1970s. It has become a very popular way of examining media texts to find out how power is reproduced through media bias. Discourse analysis is very similar to social semiotics. In fact, I would recommend combining both. However, discourse analysis is unique in that its focus is on power. It aims to explore how the media silences some people and empowers others. Here are some unique aspects of discourse analysis to look for when considering media texts:
Who is the text silencing? When examining your texts closely, remember who is missing from the text. This means not only looking at what is said and shown. You also have to see what is not said. What is not shown is just as important as what is shown.
What is shown is just as important as what is shown. What does silence say about the message? If you know what is not being said and shown, what can you conclude? Does the media conveniently exclude certain points because they don’t conform to capitalist consumer society? Are marginalized groups and their views missing from the mainstream media?
What is assumed to be “true” and what is assumed to be “untrue” in media messages? According to discourse analysis, truth is produced through discourse (the messages that circulate in society). Discourse analysis thus critiques what is assumed to be true and untrue in the media and how this might change over time.
3. Qualitative approach – advantages and disadvantages
Advantages of a qualitative approach:
Human communication is very difficult to measure quantitatively. Quantitative methods fail to capture the subtle cultural, social, and political messages in the media.
Qualitative research provides deep, detailed explanations using a “thick description” of data. It can be very persuasive if done well.
Disadvantages of a qualitative approach:
Validity and authority are difficult to achieve because researcher interpretation is central to this style of research.
He was accused of bias and hypersubjectivity. Many people see it as a pseudo-science in which any researcher can get whatever results they want as long as their arguments are compelling. See: The complaint studies fraud.
Media analysis example
“How do TV car ads represent women?”
You collect all car ads from the last 3 years in the national advertising archive. There are 250 ads. You decide on a media discourse analysis. You look at all the ads and take notes on:
How many ads show women
The roles of women in advertising
How women are talked about in advertising
Etc.
You review your notes and find three themes:
Only 25% of ads feature women. Women drive trucks in only 5% of the ads. When women are portrayed, they are predominantly sexualized and presented as male objects of desire
Strengths & weaknesses of media analysis
Strengthen
It helps show how media contributes to social and cultural prejudices that might marginalize some members of society.
It helps us to think about power relations.
It can provide media departments with arguments on how best to promote a product in the marketplace.
weaknesses
It is often accused of having very little relevance to real life. A descriptive survey of media prejudice may be a good academic exercise, but it is not the most desirable skill for prospective employers.
There is so much media nowadays that it is difficult to get an overview of the entire media landscape. Typically, you need to zoom in on small subsets of the market, which are case studies that cannot provide broad generalizations.
references
What do you mean by social media analysis?
Social media analytics is the ability to gather and find meaning in data gathered from social channels to support business decisions — and measure the performance of actions based on those decisions through social media.
Social Media Analysis: Your Extensive How-To to Improve Social Success
Social media analytics help companies address these experiences and use them to:
Identify trends in offers and brands
Understanding conversations – what is said and how it is received
Derive customer sentiment towards products and services
Measure response to social media and other communications
Identify high-value attributes for a product or service
Discover what competitors are saying and how effective it is
Illustrate how third-party partners and channels can impact performance
Not only can these insights be used to make tactical adjustments, e.g. to address an angry tweet, but can also help drive strategic decisions. In fact, IBM notes that social media analytics are now “bringing into the core discussions of how companies strategize.”
These strategies affect a number of business activities:
What is social media analysis?
Social media analytics is the ability to gather and find meaning in data gathered from social channels to support business decisions — and measure the performance of actions based on those decisions through social media.
Social Media Analysis: Your Extensive How-To to Improve Social Success
Social media analytics help companies address these experiences and use them to:
Identify trends in offers and brands
Understanding conversations – what is said and how it is received
Derive customer sentiment towards products and services
Measure response to social media and other communications
Identify high-value attributes for a product or service
Discover what competitors are saying and how effective it is
Illustrate how third-party partners and channels can impact performance
Not only can these insights be used to make tactical adjustments, e.g. to address an angry tweet, but can also help drive strategic decisions. In fact, IBM notes that social media analytics are now “bringing into the core discussions of how companies strategize.”
These strategies affect a number of business activities:
How do you analyze media?
…
2. Laswell’s Method
- Who? Look at the media channel doing the communication. …
- Says What? Look at what is being said. …
- In which Channel? Look at the means of communication. …
- To Whom? Look at who the target audience is. …
- With what Effect?
Social Media Analysis: Your Extensive How-To to Improve Social Success
The goal of media analysis is to understand the potential of the media to influence individuals and society. Media analysis has two main purposes:
Media criticism: It can identify how social groups such as women and people of color are portrayed in the media to help us understand systemic racism and sexism. Media campaign research: It can also help media companies identify gaps in the advertising landscape to better promote their own products.
What is media analysis?
Media analysis examines texts: books, letters, videos, TV shows, blogs, films, newspapers, etc. It looks at media texts directly (rather than interviewing media producers) and reflects on what they collectively say about a topic. Here are some useful scientific definitions you could use in an essay:
Media analysis is the study of “what is said about a particular topic, in a particular place, at a particular time” within the media (Lasswell, Lerner and Pool, 1952, p. 34)—this is one of the earliest definitions of all.
“Content analysis is a research method that uses a variety of techniques to draw valid conclusions from text” (Weber, 1990, p. 9)
“Critical media analysis means thinking critically about the influence of the media on the distribution of power in society.” (Stocchetti & Kukkonen, 2011, p. 13)
It “is a research technique based on measuring the amount of something (violence, negative representations of women, or whatever) in a representative sample of a mass-mediated popular art form” (Berger, 2005, p. 25).
It is “a technique for collecting and analyzing the content of text”. (Neumann, 1997, p. 272)
How do I do a media analysis?
Media content analysis can be performed in a number of ways. But media analysis has two core elements that must always be considered systematically: the text and its content.
1. Texts
The text is what you look at while doing your analysis. Neuman (1997, p. 273) describes a text as: “anything written, visual, or spoken that serves as a medium of communication.” Typically, we try to sift through a wide range of writing (e.g., maybe all superhero movies in 2020; or all newspaper articles published in national newspapers about Trump in July 2020) over a defined time period. This helps increase the validity of the analysis. Texts can be:
newspaper article
Books
email chains
TV Shows
advertisement
movies
blogs
YouTube videos
podcast
etc. etc. etc.
2. Content
Content is the “stuff” that you analyze within the text. Neuman (1997, p. 273) defines content as “words, meanings, images, symbols, ideas, themes, or any message that can be communicated”. To analyze this content, we can count the number of positive versus negative statements made about someone, how a camera ranks someone as powerful or weak, how much time someone has to talk, and so on. Basically, content can be divided into four categories:
Written: words, sentences, paragraphs, etc.
Words, sentences, paragraphs, etc. Sonic / Audible: spoken words, music, sound effects, etc.
spoken words, music, sound effects, etc. Visual: images, images, color schemes, camera angles, facial expressions, etc.
Pictures, images, color schemes, camera angles, facial expressions, etc. Motive: The pace at which things are moving, the direction in which they are moving, etc.
Quantitative Techniques
“Quantitative” approaches to media analysis use measurable scientific approaches to analyzing media texts. These approaches involve counting exact numbers, ratios, percentages, etc. to get objective facts about media representation. Below are the two most important quantitative approaches to media analysis.
1. Quantitative content analysis
Quantitative methods count the number of mentions, keywords, latent semantic keywords, etc. to create measurable comparisons. Comparisons can be made between media texts (e.g. “Which media are better at including women?”) or between elements within a text (e.g. “What is the balance between white and non-white representation in this text?”). Typically, software tools are used in quantitative content analysis to provide a reliable and objective view of media representation.
2. Laswell’s method
Laswell’s method is the oldest method of media analysis. For Laswell, you can make a simple critique of media representation by asking the following 5 questions:
Who? Look at the media channel that handles the communication. are they respectable Are they historically biased? Do they follow journalistic ethics? Who finances them? Say something? Look at what is said. How does it represent the theme? In which channel? Look at the means of communication. Is it TV, blogs, podcasts, etc.? How does the channel / medium affect the message to be communicated? Is it a medium that attracts millennials or baby boomers? theirs? Take a look at who the target audience is. What could this say about why the message is designed the way it is? With what effect? Has the media influenced politics, public discourse, the growth of certain movements, or the increased sales of certain products?
3. Quantitative approach – advantages and disadvantages
Advantages of a quantitative approach:
It may seem more reliable because it provides objective numbers.
It offers directly measurable comparisons.
Disadvantages of a quantitative approach:
lack of context. Often only a subjective human analysis can discern how media manipulates people.
Media analysis is about studying how media is manipulative; It’s difficult to use machines to pick up the nuances of media techniques.
Qualitative Techniques
Nowadays, qualitative methods are much more common in media analysis. Many researchers have recognized that it is very difficult to analyze media texts in depth using hard scientific methods. There are many small human nuances in Meda that require deeper explanations and a critical human eye when criticizing texts. Qualitative approaches are very helpful here. The two most important qualitative approaches to media analysis are listed below.
1. Social semiotics
“Semiotics” is the study of signs and symbols. It was invented by Ferdinand de Saussure, who was studying how “signs” create “meaning”. “Social semiotics” is a more contemporary approach that doesn’t just look at signs. It also examines how signs get their meaning from culture. For example, a red octagon does not automatically mean “stop sign”. But in our culture, we know it almost always means that because it’s the meaning our culture has given to the sign. To conduct a social-semiotic analysis, examine closely the texts you want to analyze. Watch/read/listen to them and take notes on the content:
Sounds: What sounds are there and how do they affect the message? For example, if there is classical music, it may mean targeting a different audience than rap music. We know this because we have our finger on the pulse of our culture—we know which social groups rap music would appeal to.
What sounds are present and how do they affect the message? For example, if there is classical music, it may mean targeting a different audience than rap music. We know this because we have our finger on the pulse of our culture—we know which social groups rap music would appeal to. Words: Are there any words or phrases that stand out to you because of the way they frame certain groups? Notice these words and phrases and how often they are used.
Are there any words or phrases that stand out to you because of the way they frame certain groups? Notice these words and phrases and how often they are used. Pictures: How do pictures influence us? If the color scheme is primarily blue, perhaps the text is meant to soothe and soothe us. If there are pictures of someone in a white doctor’s coat, is that an advertisement trying to tell us the product is backed by science? When there are low camera angles looking up at someone, is it trying to make that person appear powerful? Etc.
A social-semiotic analysis would then create a set of issues for discussion. One theme might be, “Women are portrayed as powerful in this text.” Another might be, “Most dental commercials use scientific language to persuade viewers.”
2. Discourse analysis
Discourse analysis examines discourses (messages circulating in society). It was created by Michel Foucault in the 1970s. It has become a very popular way of examining media texts to find out how power is reproduced through media bias. Discourse analysis is very similar to social semiotics. In fact, I would recommend combining both. However, discourse analysis is unique in that its focus is on power. It aims to explore how the media silences some people and empowers others. Here are some unique aspects of discourse analysis to look for when considering media texts:
Who is the text silencing? When examining your texts closely, remember who is missing from the text. This means not only looking at what is said and shown. You also have to see what is not said. What is not shown is just as important as what is shown.
What is shown is just as important as what is shown. What does silence say about the message? If you know what is not being said and shown, what can you conclude? Does the media conveniently exclude certain points because they don’t conform to capitalist consumer society? Are marginalized groups and their views missing from the mainstream media?
What is assumed to be “true” and what is assumed to be “untrue” in media messages? According to discourse analysis, truth is produced through discourse (the messages that circulate in society). Discourse analysis thus critiques what is assumed to be true and untrue in the media and how this might change over time.
3. Qualitative approach – advantages and disadvantages
Advantages of a qualitative approach:
Human communication is very difficult to measure quantitatively. Quantitative methods fail to capture the subtle cultural, social, and political messages in the media.
Qualitative research provides deep, detailed explanations using a “thick description” of data. It can be very persuasive if done well.
Disadvantages of a qualitative approach:
Validity and authority are difficult to achieve because researcher interpretation is central to this style of research.
He was accused of bias and hypersubjectivity. Many people see it as a pseudo-science in which any researcher can get whatever results they want as long as their arguments are compelling. See: The complaint studies fraud.
Media analysis example
“How do TV car ads represent women?”
You collect all car ads from the last 3 years in the national advertising archive. There are 250 ads. You decide on a media discourse analysis. You look at all the ads and take notes on:
How many ads show women
The roles of women in advertising
How women are talked about in advertising
Etc.
You review your notes and find three themes:
Only 25% of ads feature women. Women drive trucks in only 5% of the ads. When women are portrayed, they are predominantly sexualized and presented as male objects of desire
Strengths & weaknesses of media analysis
Strengthen
It helps show how media contributes to social and cultural prejudices that might marginalize some members of society.
It helps us to think about power relations.
It can provide media departments with arguments on how best to promote a product in the marketplace.
weaknesses
It is often accused of having very little relevance to real life. A descriptive survey of media prejudice may be a good academic exercise, but it is not the most desirable skill for prospective employers.
There is so much media nowadays that it is difficult to get an overview of the entire media landscape. Typically, you need to zoom in on small subsets of the market, which are case studies that cannot provide broad generalizations.
references
How To Create A Social Media Analytics Report | Social Media Reporting
See some more details on the topic social media analysis assignment here:
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Archive of Workplace Writing Experiences
Level: Can be customized for writers of all levels.
Context: This activity focuses on social media and asks students to consider audience, purpose, and medium more carefully. This can be done as a class assignment, individually or in groups, or as homework.
assignment:
Social media is a new writing genre that companies have had to learn how to create over the past decade. Some are very good at social media, others really aren’t, of course. In the AWWE interview with a director of business development at a creative agency, we hear a reflection on both the importance of social media and the fact that, in his opinion, the agency does not devote adequate resources to it:
“I believe in the power of [social media], and I would even say that we should invest 100 times more into it than we do, but at this point it’s meant to be like a fact checker, a kind of check box. First, it’s just supposed to show a little personality. If someone we’re already in conversation with or is in the early stages of review and likes and uses Instagram heavily when they look at us, it’s visually appealing, it shows some personality, it consistently shows our brand as we are it consistently designed, which I do in an app in about five minutes a day. We show our culture a little bit and it’s supposed to be more intelligent sarcasm and wit, it’s kind of an energy and vibe that we give off to the outside world, I don’t know if that’s necessarily the kind of people we are, but it is so usually stimulating, it has a bit of wit. And when I write, it’s pretty simple, you know, we use some kind of quotes or write about a client and keep it short and sweet and just really try to raise awareness among the people in our active community that’s, and then I think it could lead to more organic reach over time. But it’s pretty simple, don’t do it, I don’t have much input, I think I have, we all know what social media looks like and we know what the popular people post on social media and what they copy and write, and you’re just trying to mimic something that looks and feels authentic to you, yet is obviously light-hearted.
Like many organizations, this interviewee’s company struggles to write and use social media successfully. Summarize their perspective by answering the following questions:
How does the director of business development view social media as currently used in his organization?
What types of posts does he currently write?
When he says he’s trying to “mimic something that looks and feels authentic,” what do you mean?
The respondent states that he mimics “what popular people post on social media.” Many organizations do this – look at other organizations, perhaps larger or more successful in their field – to get inspiration and guidance for their online communications. To get a feel for how this is done and to learn to better analyze social media text (and all text), please follow the instructions below:
Choose an industry that interests you personally or professionally. (For example, you can choose Yoga, Restaurants, Banking, or Aerospace as an industry).
Within your chosen industry, select two different organizations that have an overlapping social media presence. (That means they use at least one of the same platforms; they’re both on Twitter or Facebook, for example.)
On the platform they both use, examine their social media presence over the past month or two and answer the following questions:
For Organization #1:
Describe the tone and language used.
Who do you think your audience or audience is? How do you know? What assumptions does the author of the post make about his audience?
What do you think are their top two or three main purposes on social media? (For example, they may want to “sell” first, but also present themselves as an “organization that cares” or as a particularly reliable brand.)
Find a post that you think is particularly successful or unsuccessful. Describe the contribution and why you think it succeeded or failed (make sure you relate this to the audiences and purposes stated above).
For Organization #2:
Describe the tone and language used.
Who do you think your audience or audience is? How do you know? What assumptions does the author of the post make about his audience?
What do you think are their top two or three main purposes on social media? (For example, they may want to “sell” first, but also present themselves as an “organization that cares” or as a particularly reliable brand.)
Find a post that you think is particularly successful or unsuccessful. Describe the contribution and why you think it succeeded or failed (make sure you relate this to the audiences and purposes stated above).
Which organization do you think is more successful in achieving their goals and reaching their target audiences? Why?
What advice would you give to the less successful organization?
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How to Perform a Social Media Competitive Analysis (Free Template)
Many brands are likely measuring the success of social media by their own growth. Your followers have increased by 20%, great! You get an average of 10% more comments per post, great! Or is it?
While all of these numbers are great, how do they compare to similar brands in your industry? You can easily answer all of these questions and more by conducting a social media competitive analysis.
While you should be careful not to over-compare yourself to others, a competitor’s social media analysis can give you valuable insight into what’s working in your industry, some areas you may need to improve, and how to improve your social strategy can move forward.
According to our most recent survey of 250 business executives, 60% said they are investing more resources in social media to gain a competitive advantage.
The question is how do you start? Don’t worry, we’ve broken the process down into five easy steps.
How to Conduct Social Media Competitive Analysis (click to jump to a section)
Don’t want to start from scratch? We’ll cover you. Download our free social media competitive analysis template.
1. Identify your social media competitors
First, identify your social media competition and find out what platforms they are using. Hopefully you already have a rough idea of your main competitors. But there is more to it than that. You want to focus on the competitors who are actively using social media marketing to grow their business.
When looking for social media competitors in your space, look for brands that are actively using social media. These are brands you can learn from and compete against. You wouldn’t compare your social strategy to a brand unless you actually have one. Instead, look for brands in your industry that are using social media as a mainstay of their marketing strategy.
The easiest way to find your competition is through Google. Search for the keywords consumers would use to find your business. For example, if your business sells ground coffee, you would google “ground coffee” or “instant coffee.”
You can exclude large online marketplaces like Amazon or Target. Look for websites that are in your specific industry. In our example, La Colombe and Folgers could be good options. The second step is to go to each website and see if they are active on social media or not and what platforms they are using.
Most websites link to their social media profiles in the header or footer of their website.
Also look at the social networks you are interested in. Peet’s Coffee is a popular coffee company that’s very active on social media, so it makes sense to include them in our analysis as well.
Select around five competitors based on your industry and add them all to our handy template. This is where you store all your data.
Note that our spreadsheet includes sections for Facebook, Twitter, and Instagram. You can select any social network for your analysis. You’ll probably find that most brands in your industry share three or four main platforms.
This process can take a long time if you are in a highly competitive industry. But the more thorough you are, the better results you’ll get.
2. Gather data
After narrowing down your competitors, the next step is to collect data.
The process is slightly different depending on which platforms you are targeting.
Create your own reports in Sprout Simplify your analysis depths at any time with Sprout’s report builder. Customize them as needed across each connected network to easily compare activity summaries, stats, growth and more. Start a free 30-day trial to see what Sprout can do for you.
Let’s take a look at how you can compare your brand to the competition. For our purposes, we’ll stick with Facebook, Twitter, and Instagram as they’re the most common.
Facebook Competitor Analysis
Start with a manual review of your competitor’s site. You can see basics like the number of people following or liking your page.
It’s also a good idea to make a note of specific tabs or features they have. Some coffee roasters may have enabled the shop section. If we see the same trend with other competitors, that’s probably a good sign that it’s working for them.
Follower count is good to know, but that’s not where your competitive analysis should stop. Use Sprout’s Facebook Competitor Report to get additional data on how well contest content is performing over time.
You can see how many messages your competitors are sending and receiving, the types of content they are posting (text, images, or video), engagement, and the amount of messages received.
Include all of this in your spreadsheet, plus any additional metrics that are important to your brand.
Twitter Competitor Analysis
Next, you need to look at some Twitter-specific metrics using a social media analytics tool.
Sprout’s Twitter analytics software is the perfect tool for this task. It compares your Twitter profiles to each other or to a competitor. Select your Twitter account and then enter a competitor for the other slot.
The report shows engagement, influence, followers gained/lost, and mentions. You can change the time period, but it’s best to stick to the last 30 days to keep the data relevant.
After looking at all of the social media competitive analysis from the Twitter report, make sure to enter the data into your spreadsheet. Tracking this information down the line can be extremely valuable.
Instagram Competitor Analysis
Instagram doesn’t have much public data about your competition. However, with Sprout’s Instagram Competitor Report, you can easily compare and rank your brand against competitors in key areas:
Audience Growth: Are you measuring if your competitors are growing their audience faster than you?
Do you measure if your competitors are growing their audience faster than you? Media broadcast: Get an idea of how often your competitors publish. You may find that you’re not posting enough to keep your audience engaged.
Get an idea of how often your competitors publish. You may find that you’re not posting enough to keep your audience engaged. Engagement: See how many likes and comments your competitors are getting on their content.
See how many likes and comments your competitors are getting on their content. Hashtags: Find your competitor’s most used hashtags. You may be able to use the same in your posts if they are relevant and reach more people.
Find your competitor’s most used hashtags. You may be able to use the same in your posts if they are relevant and reach more people. Top Posts: See your competitors’ most popular posts. Try to get an idea of why these posts are doing well. Is it product photos? Do they use specific colors? Find out what those posts have, what your content doesn’t have, and use the information to improve your images and videos.
Another interesting tactic is to search for #Folgers on Instagram and see how many results you get.
This gives you a good idea of your competitor’s popularity. When a lot of people search for #brandname, it’s a sign the company is doing something right and has an active following.
If you encounter a situation where there are variations of a brand’s hashtag, go with the most popular choice. This is usually just the company name. Folgers, for example, has a few hashtags. But you’ll find that most posts use #folgers alongside alternatives like #followerscoffee. In this scenario, it makes more sense to just use #Folgers.
You’ll end up with related Instagram posts that are exactly what you were looking for – and then some. Make sure your results are relevant to the company as some brands end up fighting over the same hashtags.
Once you have all the information from your Instagram competitor analysis, make sure to add that data to your spreadsheet.
3. Analyze competitor activity
If you’re just getting started with competitive intelligence, you can collect your numbers and then start looking at how your competitors are using each platform manually. Why should they do this? According to Crayon’s 2021 State of Competitive Intelligence, 96% of companies say their competitors’ social media accounts are valuable sources of information.
The first thing to do is look at how active the competition is. Here are some questions to ask yourself:
When was the last time you posted?
Are there long periods of time between each post?
Do they respond to comments?
It’s pretty easy to gauge how active brands are by answering these three questions. Brands should post at least every few days to be considered active.
Next, look at the type of content your competitors are posting. In particular, you want to find out what percentage of their posts are promotional. Look at the last 10 posts of each competitor and calculate what percentage of them are promotional. Since this can be a bit tricky to pin down, a good rule of thumb is if the post contains a call to action to make a purchase, it’s advertising.
After going through each competitor, enter the data into your spreadsheet.
Some marketers like to look at the brand voice of their competitors when doing a social media analysis. Voice describes the tone and POV a brand uses on social media. Post from the brand’s perspective (we) or have individuals post on behalf of the brand (John).
Add this information if you like, but your specific tone will depend largely on your own brand style guidelines. It shouldn’t get too influenced by what your competitors are doing.
Then look at your competitor’s websites. As you know, content marketing and social media are closely related. As a result, many companies are using blogs to create content for social media distribution. Check out your competition and see how many of them have blogs.
4. Intensify your competitive analysis
If you’re new to social media competitive analysis, a manual start with our template can help you understand how your competitors are performing and uncover patterns to adapt to.
But if you’re willing to take your competitive analysis a step further, social listening gives you a much broader perspective on all the conversations related to your industry and your competitors that are happening on social media. The competitive analysis template in Sprout makes it easy to measure your competitors’ social presence and compare it to your own.
This template allows you to identify the top competitors you want to track and include specific profiles, keywords, phrases, and hashtags you want Sprout to listen for.
5. Use of Data
After you have compiled all this data, you need to use it. With the brand’s own social media analysis, you can compare your profiles with the competition. That’s why we included a row for your own company’s data in our template.
It’s important to remember that this social media competitive analysis is not there to copy exactly what everyone is doing. Instead, it guides you to start on the right foot.
For example, your analysis may show that most competitors only publish ads 10% of the time. You probably don’t want to go too far beyond that or you risk alienating your audience.
You may find that you have targeted the wrong social networks. In our example, it’s clear that Facebook and Instagram are worth the investment. Any competitors not using these two would lose.
Pay attention to the dates
Ultimately, it’s about comparing your brand’s metrics and data to those of the competition. Based on your insights, make any necessary adjustments to your strategy. If you’ve never done social media competitor analysis, give it a try. The information you discover will help you get ahead of your competitors by using some of their own tactics! And then, when you’re ready, take your analysis a step further by using the Listening Competitive Analysis topics to drill down into your competitor’s data and spot trends.
Have you ever done a social media competitive analysis? If you’re looking for more insights, consider trying competitive analysis tools.
Social Media Analysis: Your Extensive How-To to Improve Social Success
Strong, effective social media accounts are one of the best ways to connect with your audience. You can share promotions, give them business updates, and most importantly, make connections that increase brand loyalty.
But how do you know if your social media profiles are driving engagement? The best way to find out is with a social media marketing analysis.
Without a social media analytics report, it’s difficult to determine if your social presence is actually helping you achieve your business goals. If you want to learn more about the benefits of social media analysis, read on! We’ll also talk about the importance of social media analytics and how you can conduct one for your own social platforms.
If you would like to speak to a specialist about our social media marketing services, contact us online or call us at 888-601-5359!
74% of people use social media when making a purchase decision. Make their decision easy with a stellar social media presence. See how your brand can soar by requesting a no-obligation quote today. Submit One of our experts will get back to you within 24 hours!
Importance of social media marketing analytics
So why is it even important to conduct a social media analysis? Can’t you tell if your social profile is healthy by the number of likes and retweets? The answer is no.
It takes a lot more than just seeing how your followers are interacting with your posts — you need to dig deeper to see if your social platforms are really producing results for your business. This is where your social media marketing analysis comes in. If you analyze your social media accounts, you can see metrics like:
New followers
Unfollowed
post engagements
Reach
mentions
And more
This kind of information can help you understand how your audience is interacting with your social platforms — and if you’re not happy, you can make the necessary tweaks and changes. Over time, you can make small changes to post frequency, post content, and more – depending on the metrics you want to improve. It’s usually most beneficial to conduct a monthly social media analysis so you can determine which tweaks are working in your favor and which have had no effect.
After a few months of creating social media analytics reports for your company’s social presence, you’ll have a good idea of what your audience is engaging with, who your followers are, and more. So what is the importance of social media analytics? Finally, a social media analysis informs you about:
What types of content your audience interacts with
Your target audience demographics
Which social platforms your target group uses
And more
Overall, this information is invaluable for your social media marketing campaign.
We cultivate and form long-term partnerships so that your company achieves long-term results. Over 90% of WebFX clients continue to work with us in the second year of their campaign. Hear from our satisfied customers
How to conduct a social media analysis
If you want to create your own social media analytics report, this section is for you.
1. Create a table
Before you start creating your social media analytics report, you must first decide which platforms you will be active on and which ones you will be evaluating. You should create a separate table for the platforms you want to analyze. This acts as a hub for your social media data so you can compare it over time.
2. Get reports from any social platform
Most social media platforms have their own analytics built right in. For example, on Facebook, the proprietary analytics platform is called Facebook Insights. With this analytics platform, you can see metrics like on-page actions, page views, page previews, and more.
You can also get analytics for your account using Twitter, Instagram, and LinkedIn.
If you want to see how your accounts have performed over time, you should check out reports from the last few months.
3. Enter your data for each platform in your spreadsheet
This is an umbrella step that involves a few smaller steps, so let’s break this one down! Create tabs for each month As you retrieve each report, you should create month tabs in the appropriate table. For example, I’ve created a spreadsheet below for my Facebook analytics over time, labeling each sheet as a different month.
To create new sheets, just click the “plus” button at the bottom left. Your new sheets will appear as tabs below.
Create metric columns
Note that I’ve also added past months so I have room to put earlier dates. From there, you should create columns that correspond to the most important metrics.
I typically use whatever metrics an analytics report provides. You can never have too much data!
Fill in data from reports
These categories are all straight from Facebook Insights! From there you can enter your metrics straight from your reports!
In the GIF below you can see my spreadsheet and my Facebook Insights side by side. As you can see, I’m just taking the numbers straight from my report and pasting them into my spreadsheet.
Identify positive or negative trends
After you enter your data, you should see if each metric has improved or deteriorated since the last month. I like to highlight improved metrics in green and metrics that have gotten worse in red.
This gives a great overview of how your channels are performing. In this example, you can see that I’ve highlighted two metrics in red – showing that they’ve gone down over the last month. The others are highlighted in green, meaning these metrics have improved over the last month.
4. Look at all the data
After you’ve filled out your spreadsheets for each past month you want to include through the current month, it’s time to look at and understand your data. You might feel overwhelmed at the beginning of your analysis, but just take one platform at a time! Your social media analysis is not an easy task, but in the end it can influence the future of your social media strategy.
Let’s go through how to analyze social media data. As you look at each month’s metrics, simply add a grade to your sheet indicating how many metrics have improved from the overall metrics. For example, in my Facebook Insights example, I would give May 2020 a grade of 9/11 because nine out of 11 metrics are up. I also like highlighting my score in the color of most metrics. So in this example, I had more increases than decreases, so I’m making my score green. On the other hand, if I increased just 2 metrics out of 11, I would make it red.
5. Determine which metrics typically decrease
Keep in mind that this is a fictitious scale and is only intended to give you the overall picture of monthly performance.
After you’ve given each of your platforms a score for each month, it’s time to run a social media analysis on each platform individually to see which metrics are typically declining. It’s easy to get overwhelmed by this step, so be sure to do one platform at a time! For example, if you’re starting out with Facebook, you’ll want to look at the data from every month that you’ve saved.
Ask yourself questions like:
Which metrics are stable?
What metrics typically go down?
Which metrics haven’t increased over the duration of your campaign?
What metrics are going up and down month-over-month?
With these answers, you can begin to identify your campaign’s strengths and weaknesses.
6. Summarize your like metrics
What do we mean by bucket-your-like metrics? After looking at each month of data you’ve compiled for a single platform and asking yourself the questions above, you can summarize metrics that typically behave the same way. For example, with 12 months of data, you should be able to identify which metrics are most likely to be declining, which are flat, and which are improving.
You should divide these metrics into categories such as “usually improved,” “usually decreased,” or “usually stayed the same.” After you’ve completed this part of your social media analysis, it’s time to create an action plan.
7. Create an action plan from your social media marketing analysis
Look at the metrics in your social media analytics, which are always below.
Before creating an action plan to improve these metrics, consider any campaign changes you may have made during this time. For example, if you notice that post impressions have dropped sharply in a particular month, take a look back and see if you have reduced your ad spend, for example.
From there, you can create a list of the metrics that are most commonly declining or flat and consider what steps you can take to improve your numbers in that area.
For example, if your post impressions are always low, you should allocate more budget to your sponsored posts. If you’re consistently seeing a drop in followers, consider using wording that encourages users to share your posts with their friends – leading to an increase in followers. You should repeat this step for each of your social media platforms so you have a solid game plan for improving metrics across the board.
Do you need help with your social media analysis?
If you’re still not sure how to create your own social media analytics report, please contact the experts at WebFX! We’ve been in business for over two decades and we know what it takes to create a social campaign that works across a variety of platforms.
Contact us online for a free quote or call us at 888-601-5359!
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