How to Prepare and Write Your Report
There is no single correct way to write this report. It is a combination of your “subjective”
evaluation of the digital media utilization of each of the three brands you selected, AND
marketing research information about how these brands have used social media in the past,
or the social media programs that are already in progress. The articles and results will be
different for each product category. Do your best to find what you need. This includes more
than just searching on Google or Bing. Use the NOVA online library or other data resources.
Industry publications are the easiest and most compete way to find exactly what you need.
There are three questions that you should answer or issues to be discussed in detail:
1. Website design and its appeal for the “perceived” target audience
2. Selection of social media platforms and evaluation of performance
3. Relationship between brand websites and social media activities
Analyze the brand websites from a user’s perspective. Develop your own set of criteria.
But, here are a three suggestions for the content evaluation: visual images (relevance to
product category, attractiveness to potential buyers, avoidance of clutter, layout, design),
message content (length, language style, persuasiveness, supports images), functionality
(easy to navigate, find what you want, provide more information, connect to purchase
mechanism, move between pages, go backwards, link to outside sources).
As for social media, take a look at its operating environment (news feed, timeline, number
of friends, groups, calendar), page content (video, text messages, posts) and engagement
activities (likes, comments, share). If the social media is driving traffic toward the brand
website, then analyze the flow, especially site visits, page views, or other digital metrics.
The most important issue is the relationship between a brand website and its social media
activities. While some companies focus on their website as the primary source of information
about its products and services, other businesses use social media as a method of active
engagement and communication. Which one is best depends on the brand, its marketing
objectives, and the people who potential buyers. Take a close look at the relationships that each
of your three competitive brands have developed. Are they the same? Or, different? Which
brand appears to be connecting with its customers, while attracting new purchasers?
Finally, what do YOU believe is the best strategy to use with social media and brand websites?
Be sure to use APA format for citations and references. And, focus on current information for
social media applications and programs, especially involving advertising and sales promotion.

• 1495850616-5225 Sample Formats for Social Media Analysis2.docx
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