Researching And Analyzing An Organization Manages Its Social Media Channels

Instructions

This assignment is an exercise in researching and analyzing how an organization manages its social media channels. In assessment 2 you wrote a news article that reported on a live event. In this assessment task, you focus on the content strategy of the organization behind the event you wrote about. For example:

• if you opted to write about a footy match in assessment task 2, the organisation for this assessment task would be the AFL
• if you attended and wrote about an exhibit at the NGV for assessment task 2, the organisation for this assessment task would be the National Gallery of Victoria;
• the organisation would be the Melbourne International Comedy Festival if you attended and wrote about a MICF talk or screening for assessment task 2.

The assessment task looks at both the organisation’s content strategy and its use of social media. The aim is to document your ideas on how the organisation could improve its profile through social media.

• The written report is an analysis of the organisation’s existing online presence and social media use with recommendations for improvement.
• The presentation is a short verbal summary of your assignment.

Your report should cover the following segments and answer these questions / adhere to this structure:

Organisational overview

• How big is it? How many employees; annual turnover; etc
• How long has it been operating?
• Where is it based?
• What are its main areas of business?

Organisational content strategy

• What type of content does the company generate?
• Who is the audience for this content? (eg. existing customers/clients, new customers)
• What social media channels or platforms does the organisation use?
• How does its use of social media differ across platforms? What type of content is posted on each channel? Is the content cross-posted to different platforms or is it exclusive to each platform?
• How many followers or subscribers do the organisation’s accounts have?
• How frequently does it post new content?
• How does it engage with followers or subscribers?

Analysis of content strategy by the organisation

• In your view, how does the company’s use of each specific social media channel serve the audience or customer?

Recommendations

• How could the organisation improve its use of social media? What recommendations would you make?

Your presentation can contain a maximum of six slides (organisational overview; up to three slides for organisational content strategy; analysis of content strategy; recommendations).