Details
Using your chosen organisation (Coca Cola – see another attachment for more details) prepare a 1,200 word short analytical report about the digital media profile of your organisation. This is to assist you in understanding your organisation, their stakeholders and publics and how your organisation manages external communication. It should provide an overview of the different social media platforms that your organisation uses along with an analysis that leads to a typology (or categorisation if you like) of its twitter feed and later, hashtags.
The report should include two sections:
1. Overview
a. Organisation’s Social Media (around 300 words)
i.) A section that lists the different digital social media platforms used by the organisation e.g. Twitter, Facebook, Instagram, Pinterest etc.
It should provide a very brief overview of how these platforms are used by your organisation. This may be in point form. It should include any direct URLs or handles that the organisation uses.
ii.) Key target publics and stakeholders for your organisation. This may be in point form.
2. Analysis (the majority of the word count 700+)
a.) In this section of the report, students should discuss what they learnt about following their organisation on Twitter. Learnings should be contextualised with contemporary readings about Twitter and the areas listed in 2c (you are not limited to the list, please feel free to also discuss anything that may be different/unique about your organisation). Any readings discussed should be appropriately cited.
i. Students are expected to create a Twitter account and to follow their organisation on it. If you wish to also study how your organisation uses another platform in addition to Twitter, such as Instagram, then please do so. You are not limited to twitter only. However, you must study Twitter as part of this assignment.
ii. Please only follow your organisation on Twitter. It is not required (and not suggested) that you tweet your organisation but merely follow it so that you begin to learn how they communicate using social media.
b.) From your Twitter observations, create a typology of tweets for your organisation. A reading URL has been provided in the assignment details area on Moodle to show you an example of a typology in relation to Twitter.
c.) Reflect on the typology of tweets and include other reflective points to demonstrate what you have learnt about Twitter in the professional sphere.
The following points are to be used as a guide for your analysis. You are not limited to these points:
i. Are any key staff of your organisation also on Twitter? (For example, the CEO) If so, do they tweet regularly? What do they tweet about?
ii. ii. Who retweets information about your organisation? Could they be considered a person of influence?
iii. iii. What information does your organisation “favourite†on Twitter?
iv. iv. Which tweets by your organisation are favourited by others?
v. v. What hashtags does your organisation use? Or do people use about your organisation?
vi. vi. How does the number of followers on your organisation’s Twitter account compare with other similar organisations?
vii. vii. What partnerships has your organisation mentioned on Twitter (if any)? Perhaps another organisation has paired up with your organisation and mentioned your organisation in their tweet?
d.) Now look at one other social platform your organisation uses (such as Instagram and Pinterest) and do a short analysis on their use of hashtags on that platform. Compare and contrast this with how they use hashtags on Twitter.
Word Limit: 1,200 +/- 5%
Referencing: Please use APA or Harvard.
Formatting: Please do not include a Table of Contents, a Table of Illustrations or an
Executive Summary. Bullet points, sub-headings and diagrams are all permissible.
