Description
Assessment Instructions
Note: The assessments in this course are sequenced in such a way as to help you build specific skills that you will use throughout your program. Complete the assessments in the order in which they are presented.
Preparation
Choose and conduct research on a company that you wish to focus on for this course. The company you choose should be of interest to you and have a robust social media presence that includes Facebook, Twitter, and at least one other social media platform.
Deliverable
Create a 1–2 page proposal, directed to the leadership of the organization that you chose, proposing that the company conduct an analysis of the organization’s social media presence with the goal of seeing how the organization compares to the competition and how social media might help the organization to better meet its business goals. Make the proposal convincing; specifically, propose that you conduct this research, and write in a way that will convince your audience to approve your work on the project.
Include the following in the memo:
- Describe the importance of social media to your company and industry.
- Explain the dynamic nature of social media, including how it has evolved in the last few years and why it is important to be current in practice and execution.
- Describe a social media practice or platform that is either emerging or very recent and being used effectively by another company.
- Outline your plan and the resources that you will require to conduct a proper analysis. It should include the research of at least two competitors. As always, be sure to keep your audience in mind as you write this section.
Additional Requirements
Formatting: Format the document to look like a professional proposal. Use current APA style for all citations and references.
Length: Write 1–2 pages.
Font and font size: Times New Roman, 12 point, single spaced.
Resources: Use a minimum of 3 professional or academic resources to support your proposal, including in-text citations.
Assessment 2 Example
VIEW EXAMPLE ASSESSMENTSee a successful example of this assessment.How to use example assessments
Social Media Analysis Memo Scoring Guide
View Scoring GuideUse the scoring guide to enhance your learning.How to use the scoring guide
Running head: SOCIAL MEDIA ANALYSIS PROPOSAL
1
Social Media Analysis Proposal
Mandira Roychoudhury
Capella University
Copyright ©2016 Capella University. Copy and distribution of this document is prohibited.
SOCIAL MEDIA ANALYSIS PROPOSAL
2
Proposal for The Board of Directors, Dunkin’ Donuts
Developed by ABC Consultancy
Date: May 19, 2016
Subject: Social Media Analysis
Comment [A1]: Excellent job here. Any exec
who didn’t think social media was important will
after reading this.
Summary
The purpose of this proposal is to draw the attention of the company’s leadership toward
the need to analyze the company’s social media presence to see where it stands compared to its
competition and to understand how social media can help the company achieve its business
Comment [RS2]: Nice intro, well written. The
sentence is a bit long and might have been better
divided into two, but overall well done.
goals.
Importance of Social Media
In today’s digital era, businesses cannot afford to ignore social media. Social media has
disrupted the traditional approach to marketing by providing simple and speedy tools to conduct
surveys (the voice of customers) and post or tweet the voice of businesses. Marketing executives
and brand custodians of companies in the food and beverages (F&B) industry are increasingly
using popular networks to directly connect with the target audience—to obtain customers’ views,
answer their queries, generate leads, and promote goods or services. To keep up with increasing
competition, progressive companies are investing a lot of time and effort in devising effective
strategies to leverage social media for achieving their business goals.
Dunkin’ Donuts (DD) has been investing in social media since 2008 and has achieved
significant success in its endeavors. It has made its brand presence felt by engaging its customers
on several social media sites such as Facebook, Twitter, Vine, Pinterest, and YouTube (Cook,
2014). According to the Holmes Report (2011), in 2010, DD’s public relations agency and
digital agency collaborated to create an aggressive social media campaign to differentiate DD
from its competitors like Starbucks, McDonald’s, and Tim Hortons. The result was impressive:
Comment [RS3]: Great content and writing
here. But remember that paragraphs that are too
long are daunting to readers and hard to read.
Comment [A4]: Well done, you described
D&D’s use very well.
SOCIAL MEDIA ANALYSIS PROPOSAL
3
the number of followers of DD’s Twitter account increased by 70% and the number of Facebook
fans increased by more than 50%, surpassing 2.9 million.
Current Trend in Social Media Platforms
Social media is extremely dynamic in nature. In the last few years, social media has
evolved significantly. Thousands of social media platforms have cropped up, each offering
valuable services. Facebook, Twitter, and Tumblr were introduced in the late 2000s and still
boast of a massive user base. Photo sharing sites like Instagram and Photobucket are gaining
popularity with the younger generation. Businesses nowadays are including their social media
addresses on their websites and commercials (Terrel, 2015).
The use of social media as part of a company’s marketing strategy has seen a significant
increase in the past couple of years. As new trends in social media keep emerging, companies
need to keep revising their marketing strategy. Companies that do not keep up with the new
trends risk losing their customers’ interest and loyalty. According to Beese (2016), real-time
engagement is a current social media trend that companies are following to stay ahead of their
competitors. Real-time engagement is the ability to engage and reply in real time to customers’
complaints. It is a key strategy to keep customers involved and satisfied with quicker responses
to their complaints and comments. According to Search Engine Watch (2013), around 70% of
Twitter users expect a response from the brand they are interacting with and 53% want a
response in less than an hour. Dunkin’ Donuts has a very active Twitter handle that receives a lot
of tweets from its consumers. If consumer complaints are not dealt with in time, DD could
alienate a lot of its loyal customers. Hence, the company has to be quick to respond while
showing empathy toward the customers.
Comment [A5]: Great job on the proposal; nice
format and well written. This sentence was great,
“Social media is extremely dynamic in nature.” This
gives one good reason why even if D&D is using
social media it still needs to be looked at regularly.
SOCIAL MEDIA ANALYSIS PROPOSAL
4
Rationale for Analyzing DD’s Social Media Presence
Dunkin’ Donuts has been doing a phenomenal job since its first foray on social media.
However, some of its social media channels have not received the same amount of attention as
its other channels. According to a study by Ratcliff (2014), DD is performing well on Facebook,
Twitter, Vine, and Instagram; however, it is doing above average work with Google+ and not
very well on Tumblr. Considering that Tumblr has a large youth demographic that is growing
fast, DD might be missing out on a significant customer base. Another study by Lavoie (2015)
found that even though DD has established a strong brand presence on Instagram, it has failed to
create a people-oriented image because it hardly used photos, videos, or text to represent its
followers or engage them. A comparison of DD with its biggest rival, Starbucks, by Champagne
& Iezzi (2014) showed that DD has just over 697,000 Twitter followers and 12 million Facebook
fans, while Starbucks has around 6.53 million Twitter followers and over 37 million Facebook
fans. This substantial gap between the two spells danger for DD and has to be addressed
effectively and efficiently in the minimum possible time.
Proposed Study
It is imperative for DD to revise its social media marketing strategy if it wants to beat its
competitors. A thorough analysis of DD’s social media presence needs to be conducted to
understand where the company stands compared to its competitors in the F&B industry and what
its areas of improvement are. The research should also cover the online presence of its closest
and biggest competitors on all the social media sites. To conduct the analysis, the following
would be required:
Access to the company’s social media sites using the office IT network;
Availability of tools, such as Hootsuite and Google Analytics;
Comment [A6]: Nice plan! Good job listing
clear bullets that make sense for moving forward.
SOCIAL MEDIA ANALYSIS PROPOSAL
5
Names of the company’s closest rivals;
Access to research data of at least two of its competitors’ social media presence; and
Support from an in-house person familiar with the company’s “digital” presence.
The study will approximately need four weeks. After a review with the top management, the
report can be submitted for devising the appropriate digital strategy. This can pave the way for
DD topping the charts in social media usage and regaining a stronghold in the F&B industry.
Comment [A7]: Great job! Normally I’d say this
should end in a conclusion – most writing should
– but this section the way that you did it is
perfect.
SOCIAL MEDIA ANALYSIS PROPOSAL
6
References
Beese, J. (2016). 6 social media trends that will take over 2016. Retrieved from
http://sproutsocial.com/insights/social-media-trends/
Champagne, C. & Iezzi, T. (2014). Dunkin’ Donuts and Starbucks: A tale of two coffee
marketing giants. Retrieved from http://astcocreate.com/3034572/coffee-week/dunkindonuts-and-starbucks-a-tale-of-two-coffee-marketing-giants
Cook, A. (2014). Dunkin’ Donuts: Push and pull marketing strategies [Social media scholar].
Retrieved from http://socialmediascholar.com/dunkin-donuts-push-and-pull-marketingstrategies/
Lavoie, K.A. (2015). Instagram and branding: A case study of Dunkin’ Donuts. Elon University.
Retrieved from http://elon.edu/docs/eweb/academics/communications/research/vol6no2/08_Kally_Lavoie.pdf
Lee, J. (2013). Brands expected to respond within an hour on Twitter. Search Engine Watch.
Retrieved from http://searchenginewatch.com/sew/study/2304492/brands-expected-torespond-within-an-hour-on-twitter-study/
Ratcliff, C. (2014). How delectable is Dunkin’ Donuts’ social media strategy? Retrieved from
https://econsultancy.com/blog/65075-how-delectable-is-dunkin-donuts-social-mediastrategy/
Terrel, K. (2015). The history of social media. History Cooperative. Retrieved from
1
Social Media Analysis Proposal
Mandira Roychoudhury
Capella University
Copyright ©2016 Capella University. Copy and distribution of this document is prohibited.
SOCIAL MEDIA ANALYSIS PROPOSAL
2
Proposal for The Board of Directors, Dunkin’ Donuts
Developed by ABC Consultancy
Date: May 19, 2016
Subject: Social Media Analysis
Comment [A1]: Excellent job here. Any exec
who didn’t think social media was important will
after reading this.
Summary
The purpose of this proposal is to draw the attention of the company’s leadership toward
the need to analyze the company’s social media presence to see where it stands compared to its
competition and to understand how social media can help the company achieve its business
Comment [RS2]: Nice intro, well written. The
sentence is a bit long and might have been better
divided into two, but overall well done.
goals.
Importance of Social Media
In today’s digital era, businesses cannot afford to ignore social media. Social media has
disrupted the traditional approach to marketing by providing simple and speedy tools to conduct
surveys (the voice of customers) and post or tweet the voice of businesses. Marketing executives
and brand custodians of companies in the food and beverages (F&B) industry are increasingly
using popular networks to directly connect with the target audience—to obtain customers’ views,
answer their queries, generate leads, and promote goods or services. To keep up with increasing
competition, progressive companies are investing a lot of time and effort in devising effective
strategies to leverage social media for achieving their business goals.
Dunkin’ Donuts (DD) has been investing in social media since 2008 and has achieved
significant success in its endeavors. It has made its brand presence felt by engaging its customers
on several social media sites such as Facebook, Twitter, Vine, Pinterest, and YouTube (Cook,
2014). According to the Holmes Report (2011), in 2010, DD’s public relations agency and
digital agency collaborated to create an aggressive social media campaign to differentiate DD
from its competitors like Starbucks, McDonald’s, and Tim Hortons. The result was impressive:
Comment [RS3]: Great content and writing
here. But remember that paragraphs that are too
long are daunting to readers and hard to read.
Comment [A4]: Well done, you described
D&D’s use very well.
SOCIAL MEDIA ANALYSIS PROPOSAL
3
the number of followers of DD’s Twitter account increased by 70% and the number of Facebook
fans increased by more than 50%, surpassing 2.9 million.
Current Trend in Social Media Platforms
Social media is extremely dynamic in nature. In the last few years, social media has
evolved significantly. Thousands of social media platforms have cropped up, each offering
valuable services. Facebook, Twitter, and Tumblr were introduced in the late 2000s and still
boast of a massive user base. Photo sharing sites like Instagram and Photobucket are gaining
popularity with the younger generation. Businesses nowadays are including their social media
addresses on their websites and commercials (Terrel, 2015).
The use of social media as part of a company’s marketing strategy has seen a significant
increase in the past couple of years. As new trends in social media keep emerging, companies
need to keep revising their marketing strategy. Companies that do not keep up with the new
trends risk losing their customers’ interest and loyalty. According to Beese (2016), real-time
engagement is a current social media trend that companies are following to stay ahead of their
competitors. Real-time engagement is the ability to engage and reply in real time to customers’
complaints. It is a key strategy to keep customers involved and satisfied with quicker responses
to their complaints and comments. According to Search Engine Watch (2013), around 70% of
Twitter users expect a response from the brand they are interacting with and 53% want a
response in less than an hour. Dunkin’ Donuts has a very active Twitter handle that receives a lot
of tweets from its consumers. If consumer complaints are not dealt with in time, DD could
alienate a lot of its loyal customers. Hence, the company has to be quick to respond while
showing empathy toward the customers.
Comment [A5]: Great job on the proposal; nice
format and well written. This sentence was great,
“Social media is extremely dynamic in nature.” This
gives one good reason why even if D&D is using
social media it still needs to be looked at regularly.
SOCIAL MEDIA ANALYSIS PROPOSAL
4
Rationale for Analyzing DD’s Social Media Presence
Dunkin’ Donuts has been doing a phenomenal job since its first foray on social media.
However, some of its social media channels have not received the same amount of attention as
its other channels. According to a study by Ratcliff (2014), DD is performing well on Facebook,
Twitter, Vine, and Instagram; however, it is doing above average work with Google+ and not
very well on Tumblr. Considering that Tumblr has a large youth demographic that is growing
fast, DD might be missing out on a significant customer base. Another study by Lavoie (2015)
found that even though DD has established a strong brand presence on Instagram, it has failed to
create a people-oriented image because it hardly used photos, videos, or text to represent its
followers or engage them. A comparison of DD with its biggest rival, Starbucks, by Champagne
& Iezzi (2014) showed that DD has just over 697,000 Twitter followers and 12 million Facebook
fans, while Starbucks has around 6.53 million Twitter followers and over 37 million Facebook
fans. This substantial gap between the two spells danger for DD and has to be addressed
effectively and efficiently in the minimum possible time.
Proposed Study
It is imperative for DD to revise its social media marketing strategy if it wants to beat its
competitors. A thorough analysis of DD’s social media presence needs to be conducted to
understand where the company stands compared to its competitors in the F&B industry and what
its areas of improvement are. The research should also cover the online presence of its closest
and biggest competitors on all the social media sites. To conduct the analysis, the following
would be required:
Access to the company’s social media sites using the office IT network;
Availability of tools, such as Hootsuite and Google Analytics;
Comment [A6]: Nice plan! Good job listing
clear bullets that make sense for moving forward.
SOCIAL MEDIA ANALYSIS PROPOSAL
5
Names of the company’s closest rivals;
Access to research data of at least two of its competitors’ social media presence; and
Support from an in-house person familiar with the company’s “digital” presence.
The study will approximately need four weeks. After a review with the top management, the
report can be submitted for devising the appropriate digital strategy. This can pave the way for
DD topping the charts in social media usage and regaining a stronghold in the F&B industry.
Comment [A7]: Great job! Normally I’d say this
should end in a conclusion – most writing should
– but this section the way that you did it is
perfect.
SOCIAL MEDIA ANALYSIS PROPOSAL
6
References
Beese, J. (2016). 6 social media trends that will take over 2016. Retrieved from
http://sproutsocial.com/insights/social-media-trends/
Champagne, C. & Iezzi, T. (2014). Dunkin’ Donuts and Starbucks: A tale of two coffee
marketing giants. Retrieved from http://astcocreate.com/3034572/coffee-week/dunkindonuts-and-starbucks-a-tale-of-two-coffee-marketing-giants
Cook, A. (2014). Dunkin’ Donuts: Push and pull marketing strategies [Social media scholar].
Retrieved from http://socialmediascholar.com/dunkin-donuts-push-and-pull-marketingstrategies/
Lavoie, K.A. (2015). Instagram and branding: A case study of Dunkin’ Donuts. Elon University.
Retrieved from http://elon.edu/docs/eweb/academics/communications/research/vol6no2/08_Kally_Lavoie.pdf
Lee, J. (2013). Brands expected to respond within an hour on Twitter. Search Engine Watch.
Retrieved from http://searchenginewatch.com/sew/study/2304492/brands-expected-torespond-within-an-hour-on-twitter-study/
Ratcliff, C. (2014). How delectable is Dunkin’ Donuts’ social media strategy? Retrieved from
https://econsultancy.com/blog/65075-how-delectable-is-dunkin-donuts-social-mediastrategy/
Terrel, K. (2015). The history of social media. History Cooperative. Retrieved from
The Complete History of Social Media: A Timeline of the Invention of Online Networking
The Holmes Report (2011). America runs on Dunkin’; Dunkin’ runs on social media. Retrieved
from http://holmesreport.com/latest/article/america-runs-on-dunkin-dunkin-runs-onsocial-media
Comment [RS8]: Great job supporting your
work with APA formatted citations and
references.
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