Description PLEASE NO AI DETECTION Objective This project develops your ability to think critical ...
Description PLEASE NO AI DETECTION Objective This project develops your ability to think critically and analytically about a brand by examining social media behaviors of that brand. This project will help you to work toward several goals including one of the course outcomes. The project will allow you to improve your ability to communicate more effectively about social media and social media behavior from the perspective of a marketer/promoter ability to think critically about the social media behaviors made by a brand ability to think analytically about how a brand is influenced by its social media behavior Assignment This paper will help you to better understand how an entity (a business, organization, or person) uses social media. For this project you will find a business, and you will research its use of social media by noting the channels it uses and observing activity on those channels. Make a spreadsheet to keep your ideas and observations organized. If you look at multiple entities for comparison (a good idea), give your spreadsheet multiple tabs. Using your observational data of the behaviors of this entity on social media (including frequency of activity, content produced, content responded to, followers, likes, and comments on content--to name just a few types of data) you will then arrive at a conclusion about how the entity has created a platform using social media. Some Advice Like any analysis work, the key to success rests in your ability to (1) break the thing you are analyzing into qualities you will measure and study, (2) write about how you are studying and measuring these qualities, (3) us the observations you make about those qualities to help your readers to understand the thing you are analyzing in a new way. Example with a company's brand: For example, people may see Wendy’s brand as a funny and playful place to get fast food. It could appears that way from it’s Twitter and Instagram behaviors. However, an argument could be made for a different brand. Perspective 1: with an analysis of the content and behaviors across social media channels, the Wendy’s brand might be considered less playful and more juvenile and superficial. Or, how about perspective 2: an analysis of Wendy’s activity on social media reveals the brand to be youth-focused and a bit YOLO. The first claim looks at surface reactions like playful and funny (and that’s not wrong), but the last two claims dig a little deeper by looking at a lot more social media activity and arriving at a more interesting understanding of the brand. However, before these claims were arrived at, the writer researched, measured, and observed Wendy’s social media activity. The writer considered the various types of topics/subjects that she posts about—the content. The writer considered how, and how often, and with whom Wendy’s engages. The writer thought about the profile pics, the bio, the followers, the followed, the frequency of activity. Links to others. Many retweets? Few retweets? With media: is it personal or retweeted? Is it polished and professional or amateur? There are so many qualities to analyze. The trick is to determine the quality you want to examine: name it or describe it, and then, share your measurements or observations with your readers. In a traditional paper, the writer would allow each of these qualities to be a paragraph or section that was self-contained and had its own point about that quality—but that section was also working to support the larger overall claim about the Wendy’s brand. For example, the idea of “juvenile” is described as being part of the Wendy’s brand. Well, perhaps the writer arrived at that conclusion because a study of the quality they decided to call “topics of content” revealed that many posts were about things that trend with tweens, And perhaps the writer studied a quality the writer termed “frequency of engagement” and noticed that Wendy’s posts were often one-liners or quick come-backs/put-downs. It started to feel like a playground at recess. Perhaps the writer studied “types of comments” that were made about Wendy’s. There are many qualities that could be studied in order to conduct this larger analysis. What qualities will you examine? Example with a person's brand: For example, people may say "Roxanne Gay’s brand is about being a black woman writer who covers culture and politics." However, an argument could be made for a different brand: "With an analysis of the content and behaviors across her social media channels, Gay reveals that her brand can be more accurately thought of as a voice coming from a complex human body that speaks with wisdom and experience." Or, how about: "An analysis of Gay’s activity on social media reveals her brand to be a bold liberal voice about literature and culture, sexuality and gender, and race and power." The first quote is a claim looks at surface stuff (and yes, that is part of a brand), but the following two claims dig deeper by looking at social media activity to come to a more nuanced understanding of the brand. However, before these claims were arrived at, the writer researched, measured, and observed Gay’s social media activity. The writer considered the various types of topics/subjects that she posts about. The writer considered how, and how often, and with whom Gay engages. The writer thought about the profile pics, the bio, the followers, the followed, the frequency of activity. Links to others. Many retweets? Few retweets? With media: is it personal or retweeted? Is it polished and professional or amateur? There are so many qualities to analyze. The trick is to determine the quality you want to examine: name it or describe it, and then, share your measurements or observations with your readers. In a traditional paper, the writer would allow each of these qualities to be a paragraph or section that was self-contained and had its own point about that quality—but that section was also working to support the larger overall claim about Gay’s brand. For example, the idea of “power” is described as being part of Gay’s brand. Well, perhaps the writer arrived at that conclusion because a study of the quality known as “topics of content” revealed that many posts were about agency—the power a person or group has to define their choices and make them as they wish within the context of a community. And perhaps the writer studied a quality the writer termed “frequency of engagement” and noticed that Gay often retweeted people with few followers, new authors, and voices that might be considered to have less power on social media. Perhaps the writer studied “types of comments” that were made about Gay. There are many qualities that could be studied in order to conduct this larger analysis. And this traditional-paper-approach works for this assignment too. Make sure your analysis flows in an organized and sensible way—in a way that manages and meets the demands of readers and this project. What personal brand will you analyze? What conclusions will you arrive at? How will you arrange your studies of qualities so that it convincingly supports you overall conclusion about this personal brand you chose to analyze for this project. Note about structure: Your analytical conclusion about the brand doesn’t have to be the conclusion of your paper. When it comes to constructing this paper, it might help to imagine it this way: analytical introduction (why analyze this entity?) analytical conclusion (thesis) the perception of this brand is… analytical observations about behaviors (support for thesis) descriptions of activities and content connected to explanations about how these affect perception of brand analytical predictions (paper conclusion) thoughts about the future of the brand if its behaviors change, don’t change, change in a certain way, etc. Nuts and bolts: Use an approved style (APA, MLA, Chicago, Harvard Business) for the format and citations in your writing. Word count: 1,000-1,500 words References: your conclusions will be supported by observation, partly, but they must also be supported by concepts and ideas from course readings and respected outside sources. Whether you are quoting ideas or paraphrasing ideas, you must cite the source. To illustrate your points more clearly, you may include charts or graphs you designed. User generated content is uploaded by users for the purposes of learning and should be used following Studypool's honor code & terms of service.
