Social Media Engagement Report
Assessment 2: Suggested questions for the report
The following questions can be addressed in assessment 2. Please note that you can address any other questions that you think would be useful in preparing the report.
- Background information about the company (e.g. corporate history, how do they sell their products or services – online/physical, revenues or profit earned).
- Background information about the industry (e.g. what industry is it, who are the main competitors, etc.).
- Branding (e.g. who are the customer segments, what is (are) the positioning statement(s) used, what are the brand elements).
- What social media platforms (e.g. Facebook, YouTube, Instagram, Twitter etc.) are used by the company?
- Do the users of company’s Facebook page engage with the company generated posts (e.g. are there comments, shares, likes, etc.)? How do the users engage with the messages (e.g. do they ask questions, provide positive or negative comments, ask for more information, etc.)? What is the general trend of this engagement by the users?
- Note: You should look at 10-12 posts made the by the company. Choose only those posts that have received meaningful comments from the users.
- Do the company engage with the users who have engaged with the original posts by the company? How do the company engage with them (i.e. answer question, provide more information, thank the users, direct the users to another information source, etc.)?
- What is your overall assessment of the engagement aspect? The following
engagement ratios can assist in this assessment. Conversation rate = number of comments/number of posts, Amplification rate = number of shares/number of posts, Applause rate = number of likes and other reactions/number of posts - What 2 (two) recommendations can you provide to the marketing manager of the company about their use of Facebook to engage with potential customers?
Note that the word count will apply to sections 1 through to 9.