Description
-
Required Resources
This template will assist you in formatting and completing your assessment.
-
Assessment Instructions
Preparation
- Consult the Microsoft Tutorials link in the Resources if you need to brush up on the basic functions of Excel.
- Conduct an audit of your chosen company’s Facebook, Twitter, and one other social media platform. Include qualitative and quantitative measures of each.
- Research the social media activities of two direct competitors of your company.
- Review the Social Media Analysis Research Template Excel spreadsheet linked in the Resources. You will use it to complete the assessment.
Directions
Open the Social Media Analysis Research Template, and fully complete the appropriate cells in each of the two tabs.
Tab 1: Questions
Answer each of the questions and fill in all their associated cells in the first tab of the spreadsheet. Provide sources in APA format, and discuss (in detail) why the sources you found were or were not credible. Do not use the same Web site or source for all questions. Use at least 3 different sources for this worksheet.
Tab 2: Quantitative Data
Complete the cells for your company and two of its competitors. Include data for Facebook, Twitter, and your choice for the third social media platform (Linked In, Instagram, et cetera).Notice that for Facebook and Twitter, computations will automatically be made by the template. For your chosen media platform you will need to replicate the function for the “Competitor Average” cell that makes the same computation found in the Facebook and Twitter “Competitor Average” entries. Submit the completed spreadsheet for this assessment.
Assessment 3 Example
VIEW EXAMPLE ASSESSMENTSee a successful example of this assessment.How to use example assessments
Research and Social Media Metrics Scoring Guide
VIEW SCORING GUIDEUse the scoring guide to enhance your learning.
Q&A
QUESTION
What is your company’s approach and values
associated with social media?
What is goal of your company’s social media presence?
How does your company’s use of social media compare
to its competitors?
How should success of a social media presence be
measured?
How might social media use present ethical problems
for your chosen company?
What is one way that demographics, global presence,
or diversity might impact your companies’ choices
about social media use?
Q&A
ANSWER
APA formatted in-text citation (150-200 words/answer)
AccorHotels has a mature and astute approach to social media marketing (Brynley-Jones,
n.d.). The company is very active on social media. AccorHotels uses the most relevant
formats and materials, from newsletters to digital and social media, to develop media
plans and communication campaigns. The company regularly conducts programs with the
main players of social media, including Facebook and Twitter. Dedicated local teams
manage and monitor the activity in social media communities to better meet customers’
needs and reflect cultural specificities (“Effective marketing support,” 2015). Because
AccorHotels values the trust of its customers, it began featuring reviews from
TripAdvisor on some of its sites in September 2010. Since reviews on TripAdvisor
cannot be monitored, both favorable and unfavorable were made public (Wasserman,
2011). This shows that AccorHotels values tranparency in its social media campaigns. In
2016, AccorHotels will collaborate with some of Australia’s most influential social media
travelers, who will share their views and experiences at AccorHotels properties on
various social media channels, with the hashtag #WelcomeTraveller (“Accorhotels
national social media campaign engages fans,” n.d.). AccorHotels has hired Publicis 133
LUX Singapore as its global social media agency to work on the company’s luxury
segment, which includes the Sofitel and Pullman brands, with the aim that the strategic
use of social media platforms would help to deepen Accor’s luxury credentials (Wicks,
2014). This move reflects the value that AccorHotels has for collaboration.
The goal of the company’s social media presence is to amplify its digital footprint,
especially in the luxury space. It aims to build trust among customers by sharing
important information about AccorHotels and to enable communication with customers
by addressing their queries and concerns. AccorHotels actively maintains a strong
presence on social media to ensure that the hotels and brands are accessible to web
users. Hotel guests are encouraged to actively post their travel experiences on social
media. The hiring of Publicis is a sure way to improve the image of the company as a
luxury brand. TrustYou, AccorHotels’ premier e-reputation management tool, gives
customers the ability to have a positive influence on the hotel chain’s online reputation
and image. Featuring both favorable and unfavorable reviews from TripAdvisor on its
websites and making all reviews public (Wasserman, 2011) shows that the company
wants to make honest feedback from its customers available to all participants on social
media. Social media provides AccorHotels a good opportunity to project itself as a key
player in the service industry when people search for travel services online. The
company can gain from the closeness, engagement, and loyalty that can be generated via
social media networks. These networks can boost the popularity and awareness of
AccorHotels (Sehgal, 2016).
The number of Facebook followers of the company is more than thrice that of two
competitors, namely Starwood and Marriott International (Facebook.com, n.d.).
AccorHotels also leads the pack in the number of followers on another leading social
media network, Instagram (Rezab, 2015). However, the number of followers on Twitter
is less than those of the other two competitors, Starwood and Marriott International
(Twitter.com, n.d.). This situation is a matter of concern as the microblogging platform
is increasingly influencing customers. The number of LinkedIn followers of each
competitor is also higher than that of AccorHotels. The company needs to increase its
presence on LinkedIn and Twitter to increase awareness about the brand among people
(LinkedIn.com, n.d.).
AccorHotels uses social media analytics to monitor, collect, analyze, and summarize
social media data. Social media analytics involves three stages: “capture,” “understand,”
and “present.” These stages form the CUP framework. The capture stage involves
collecting social media data in the form of the number of Twitter followers, LinkedIn
connections, Facebook likes, or any other metrics on other social media networks. The
understand stage, which involves assessing the meaning of social media data after
collection and generating useful metrics to make decisions, provides data about
customers’ behavior, sentiments, and the possibility of sales in response to online
campaigns. Customers’ backgrounds, interests, concerns, and networks of relationships
can be used to develop useful metrics. In the present stage of social media analytics, the
results from different analytics are evaluated, summarized, and shown to users in a
simple format (Fan et al., 2014). The number of online registrations, downloads, online
sales, and phone-in leads can be used to measure the impact of social media marketing
efforts. Google Analytics is a social media analytics program that allows the tracking of
site activity (DeStefano, n.d.).
The biggest ethical dilemma that confronts the company is the use of personal data in
marketing purposes. There are additional ethical concerns about the uses of data in
complex political and legal situations, as it entails the risk of revealing peoples’
identities (Guttierez, 2012). AccorHotels practises caution while posting content on
social media so as to avoid risking legal or ethical repercussions of publicly made
statements (Smith et al., 2015). Tracking customer purchases and preferences often
reveals all private information about customers that they would not ideally like to
disclose, such as age, illnesses, and financial problems. Customized advertising
technology is used to tailor advertisements and offers according to the preferences of
each viewer by tracking their behavior on social networking sites. One way that
AccorHotels can harness the power of customized advertising without being too
intrusive is by aggregating the data of various customers and creating algorithms of the
collective behavior of customers with similar online habits (Martin, 2014).
A survey that was conducted by AccorHotels in the Asia-Pacific (APAC) region
revealed that the most widely used social network in APAC region was Facebook.
WeChat and Sina Weibo are popular in China. Google+ is gaining traction, whereas
Instagram scores the lowest in the APAC region. This shows how social media presence
needs to be customized to suit different regions (WIT, 2013). A study that was
conducted to determine whether there was any relationship between social media usage
and financial performance of Fortune 500 companies showed that Twitter has a
commanding lead as the most used social media platform for service firms, such as
AccorHotels. Facebook and YouTube are in second and third place respectively.
Google+ and company blogs are most frequently used by firms in the service industry.
The findings of the study revealed no significant benefit to firms from a wider use of
social media platforms (Smith et al., 2015). The popularity of each social network varies
across countries. Hence, featuring content on just one social network will not enable the
widest social media presence. Using all possible social networks will ensure that
AccorHotels has a global reach.
Copyright ©2016 Capella University. Copy and distribution of this document is prohibited.
Social Media Research Resour
SOURCE
APA formated
Accorhotels national social media campaign engages fans
(n.d.). Retrieved from
http://jobsataccor.com.au/news/accorhotels-nationalsocial-media-campaign-engages-fans/
Brynley-Jones, L. (n.d.).The new social media marketing
maturity: 3 brand case studies. Retrieved from
http://oursocialtimes.com/the-new-social-media-marketingmaturity-3-brand-case-studies/
Effective marketing support {MISSING PERIOD HERE}
(2015, May). Retrieved from http://accorhotelsgroup.com/fileadmin/user_upload/Contenus_Accor/Franc
hise_Management/Documents_utiles/factsheet_reasons_A
pril_15/marketing_support.pdf
Nicks, N. (2014, December). Accor hotels give Publicis
global social-media business. Retrieved from
http://campaignlive.co.uk/article/accor-hotels-givepublicis-global-social-media-business/1327408
Wasserman, T. (2011, October). How hotels and travel
companies are nailing social media. Retrieved from
http://mashable.com/2011/10/28/hotels-travel-socialmedia/#koM0r04TfZqQ
AccorHotels launches national social campaign
#WelcomeTraveller (2015, December). Retrieved from
http://accorhotels.com.au/press/accorhotels-launchesnational-social-campaign-welcometraveller
Effective marketing support (2015, May). Retrieved from
http://accorhotelsgroup.com/fileadmin/user_upload/Contenus_Accor/Franc
hise_Management/Documents_utiles/factsheet_reasons_A
pril_15/marketing_support.pdf
Sehgal, D. (2016, March). [Interview] How AccorHotels
nailed emoji marketing on Twitter with their
#EmojiSearch campaign. Retrieved from
https://audiense.com/how-accor-hotels-nailed-emojimarketing-on-twitter-with-their-emojisearch-campaign/
Facebook.com. Retrieved from
https://facebook.com/accorhotels
LinkedIn.com. Retrievd from
https://linkedin.com/company/3055?trk=tyah&trkInfo
=clickedVertical%3Acompany%2CclickedEntityId%
3A3055%2Cidx%3A2-14%2CtarId%3A1462973367918%2Ctas%3Aaccor
Rezab, J. (2015, March). How hotel groups are using
social media around the world. Retrieved from
http://mediapost.com/publications/article/246707/ho
w-hotel-groups-are-using-social-media-aroundthe.html
Twitter.com. Retrieved from
https://twitter.com/accorhotels
DeStefano, B. (n.d.). How to measure social media
marketing success. Retrieved from
http://svmsolutions.com/resources/articles/howmeasure-social-media-marketing-success
Fan, W. and Michael, M. D. (2014, June). The power
of social media analytics. Communications of the
ACM , 57(6), 74-81, doi:10.1145/2602574
Guttierez, M. (2013, February). The ethics of social
media marketing. Retrieved from
http://huffingtonpost.com/entry/social-mediamarketing_b_2206357.html?section=india
Martin, E. R. (2014, March). The ethics of big data.
Retrieved from
http://forbes.com/sites/emc/2014/03/27/the-ethics-ofbig-data/#418272c530c7
Smith, K. T., Blazovich, K. L., and Smith, L. M.
(2015). Social media adoption by corporations: An
examination by platform, industry, size, and financial
performance. International Academy of Marketing
Studies Journal, 19 (2), 127-143
Secrets of social media in APAC unravelled (2013,
November). Retrieved from http://webintravel.com/secretssocial-media-apac-unravelled/
Smith, K. T., Blazovich, K. L., and Smith, L. M. (2015).
Social media adoption by corporations: An examination
by platform, industry, size, and financial performance.
International Academy of Marketing Studies Journal,
19 (2), 127-143
Social Media Research Resources
Credibility – Do you trust this information?
(50-100 words)
Yes. Multiple sources indicate that AccorHotels has embraced social
media the right way, thus corroborating this information. The company
shares information about its offers and plans through social media
networks. Sources state the myriad of campaigns and social media
strategies that AccorHotels has designed to promote its image and gain a
wide reach among current and potential customers.
The company’s website itself projects a wider digital presence as the goal.
Other online sources, too, confirm the goal. Local teams of AccorHotels
regularly observe and manage data on social networks. The article
“effective marketing support” from the AccorHotels website describes the
different tools that AccorHotels has designed to promote its image among
customers through social media.
The results are based on a comparison that was done using actual live data
available on the social media sites. Hence, the data can be trusted fully.
Live figures of Facebook likes, LinkedIn connections, and Twitter
followers of each hotel chain were considered. The results of this
comparison showed that AccorHotels was ahead of two other competitors
in terms of the the number of Facebook likes, but lagged in terms of
LinkedIn connections and Twitter followers.
This information can be trusted. The data is taken from a journal article.
The article discusses how AccorHotels used social media analytics to
improve customer satisfaction and its overall image during an economic
downturn that had occurred in the past. The article has been written using
several credible sources for reference.
Even though the information is based on the opinions of experts, this
subject needs more investigation. The article “the ethics of big data”
mentions actual instances that caused embarrassment to companies
because of the unethical use of personal data. More research on ethical
dilemmas related to personal data use can provide better information on
the topic.
Yes, it can be trusted. The findings are based on studies of a large number
of respondents that indicate how social media strategy needs to take into
account preferences in different geographies. The article by Smith et al. is
a journal article that discusses a study that was conducted to determine the
effect of social media use on the financial performance of Fortune 500
companies. The findings of this research have been used in this section.
Average Ranking
es
Credibility Ranking
1 = Poor
10 = Excellent
8
9
10
9
5
8
8,2
Social Media Metrics Comparison
Media Platform/Company
FaceBook
AccorHotels
Starwood Hotels & Resorts Worldwide, Inc.
Marriott International
Competitor Average
Twitter
Accorhotels
StarwoodBuzz
MarriottIntl
Competitor Average
LinkedIn
AccorHotels
Starwood Hotels & Resorts Worldwide, Inc.
Marriott International
Competitor Average
Copyright ©2016 Capella University. Copy and distribution of this document is prohibited.
Social Media Metrics Comparison
Metrics
Link to Social Media Site
https://www.facebook.com/accorhotels
Likes
1.043.096
https://www.facebook.com/starwood
157.498
https://www.facebook.com/marriottinternational
298.683
228.091
Link to Social Media Site
Followers
https://twitter.com/accorhotels
51.923
https://twitter.com/starwoodbuzz
189.334
Tweets by MarriottIntl
410.199
299.767
Link to Social Media Site
Followers
https://www.linkedin.com/company/3055?trk=tyah&trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A3055%2Cidx
227.936
https://www.linkedin.com/company/3035?trk=tyah&trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A3035%2Ci
332.360
https://www.linkedin.com/company/2311?trk=tyah&trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A2311%2Ci
415.749
Copy and distribution of this document is prohibited.
374.055
Q&A
QUESTION
What is your company’s approach and values
associated with social media?
What is goal of your company’s social media presence?
How does your company’s use of social media compare
to its competitors?
How should success of a social media presence be
measured?
How might social media use present ethical problems for
your chosen company?
What is one way that demographics, global presence, or
diversity might impact your companies’ choices about
social media use?
Q&A
ANSWER
APA formatted in-text citation (150-200 words/answer)
Social Media Research Resource
SOURCE
APA formated
Social Media Research Resources
Credibility – Do you trust this information?
(50-100 words)
Average Ranking
ces
Credibility Ranking
1 = Poor
10 = Excellent
1
1
1
1
1
1
1,0
Social Media Metrics Comparison
Media Platform/Company
FaceBook
Link to Social Media Site
[Your Company Name]
[Competitor One Name]
[Competitor Two Name]
Average
Twitter
Link to Social Media Site
[Your Company Name]
[Competitor One Name]
[Competitor Two Name]
Average
Platform
[Your Company Name]
[Competitor One Name]
[Competitor Two Name]
Average
Link to Social Media Site
ison
Metrics
Likes
#DIV/0!
Followers
#DIV/0!
[Metric]
#DIV/0!
Purchase answer to see full
attachment
QUESTION
What is your company’s approach and values
associated with social media?
What is goal of your company’s social media presence?
How does your company’s use of social media compare
to its competitors?
How should success of a social media presence be
measured?
How might social media use present ethical problems
for your chosen company?
What is one way that demographics, global presence,
or diversity might impact your companies’ choices
about social media use?
Q&A
ANSWER
APA formatted in-text citation (150-200 words/answer)
AccorHotels has a mature and astute approach to social media marketing (Brynley-Jones,
n.d.). The company is very active on social media. AccorHotels uses the most relevant
formats and materials, from newsletters to digital and social media, to develop media
plans and communication campaigns. The company regularly conducts programs with the
main players of social media, including Facebook and Twitter. Dedicated local teams
manage and monitor the activity in social media communities to better meet customers’
needs and reflect cultural specificities (“Effective marketing support,” 2015). Because
AccorHotels values the trust of its customers, it began featuring reviews from
TripAdvisor on some of its sites in September 2010. Since reviews on TripAdvisor
cannot be monitored, both favorable and unfavorable were made public (Wasserman,
2011). This shows that AccorHotels values tranparency in its social media campaigns. In
2016, AccorHotels will collaborate with some of Australia’s most influential social media
travelers, who will share their views and experiences at AccorHotels properties on
various social media channels, with the hashtag #WelcomeTraveller (“Accorhotels
national social media campaign engages fans,” n.d.). AccorHotels has hired Publicis 133
LUX Singapore as its global social media agency to work on the company’s luxury
segment, which includes the Sofitel and Pullman brands, with the aim that the strategic
use of social media platforms would help to deepen Accor’s luxury credentials (Wicks,
2014). This move reflects the value that AccorHotels has for collaboration.
The goal of the company’s social media presence is to amplify its digital footprint,
especially in the luxury space. It aims to build trust among customers by sharing
important information about AccorHotels and to enable communication with customers
by addressing their queries and concerns. AccorHotels actively maintains a strong
presence on social media to ensure that the hotels and brands are accessible to web
users. Hotel guests are encouraged to actively post their travel experiences on social
media. The hiring of Publicis is a sure way to improve the image of the company as a
luxury brand. TrustYou, AccorHotels’ premier e-reputation management tool, gives
customers the ability to have a positive influence on the hotel chain’s online reputation
and image. Featuring both favorable and unfavorable reviews from TripAdvisor on its
websites and making all reviews public (Wasserman, 2011) shows that the company
wants to make honest feedback from its customers available to all participants on social
media. Social media provides AccorHotels a good opportunity to project itself as a key
player in the service industry when people search for travel services online. The
company can gain from the closeness, engagement, and loyalty that can be generated via
social media networks. These networks can boost the popularity and awareness of
AccorHotels (Sehgal, 2016).
The number of Facebook followers of the company is more than thrice that of two
competitors, namely Starwood and Marriott International (Facebook.com, n.d.).
AccorHotels also leads the pack in the number of followers on another leading social
media network, Instagram (Rezab, 2015). However, the number of followers on Twitter
is less than those of the other two competitors, Starwood and Marriott International
(Twitter.com, n.d.). This situation is a matter of concern as the microblogging platform
is increasingly influencing customers. The number of LinkedIn followers of each
competitor is also higher than that of AccorHotels. The company needs to increase its
presence on LinkedIn and Twitter to increase awareness about the brand among people
(LinkedIn.com, n.d.).
AccorHotels uses social media analytics to monitor, collect, analyze, and summarize
social media data. Social media analytics involves three stages: “capture,” “understand,”
and “present.” These stages form the CUP framework. The capture stage involves
collecting social media data in the form of the number of Twitter followers, LinkedIn
connections, Facebook likes, or any other metrics on other social media networks. The
understand stage, which involves assessing the meaning of social media data after
collection and generating useful metrics to make decisions, provides data about
customers’ behavior, sentiments, and the possibility of sales in response to online
campaigns. Customers’ backgrounds, interests, concerns, and networks of relationships
can be used to develop useful metrics. In the present stage of social media analytics, the
results from different analytics are evaluated, summarized, and shown to users in a
simple format (Fan et al., 2014). The number of online registrations, downloads, online
sales, and phone-in leads can be used to measure the impact of social media marketing
efforts. Google Analytics is a social media analytics program that allows the tracking of
site activity (DeStefano, n.d.).
The biggest ethical dilemma that confronts the company is the use of personal data in
marketing purposes. There are additional ethical concerns about the uses of data in
complex political and legal situations, as it entails the risk of revealing peoples’
identities (Guttierez, 2012). AccorHotels practises caution while posting content on
social media so as to avoid risking legal or ethical repercussions of publicly made
statements (Smith et al., 2015). Tracking customer purchases and preferences often
reveals all private information about customers that they would not ideally like to
disclose, such as age, illnesses, and financial problems. Customized advertising
technology is used to tailor advertisements and offers according to the preferences of
each viewer by tracking their behavior on social networking sites. One way that
AccorHotels can harness the power of customized advertising without being too
intrusive is by aggregating the data of various customers and creating algorithms of the
collective behavior of customers with similar online habits (Martin, 2014).
A survey that was conducted by AccorHotels in the Asia-Pacific (APAC) region
revealed that the most widely used social network in APAC region was Facebook.
WeChat and Sina Weibo are popular in China. Google+ is gaining traction, whereas
Instagram scores the lowest in the APAC region. This shows how social media presence
needs to be customized to suit different regions (WIT, 2013). A study that was
conducted to determine whether there was any relationship between social media usage
and financial performance of Fortune 500 companies showed that Twitter has a
commanding lead as the most used social media platform for service firms, such as
AccorHotels. Facebook and YouTube are in second and third place respectively.
Google+ and company blogs are most frequently used by firms in the service industry.
The findings of the study revealed no significant benefit to firms from a wider use of
social media platforms (Smith et al., 2015). The popularity of each social network varies
across countries. Hence, featuring content on just one social network will not enable the
widest social media presence. Using all possible social networks will ensure that
AccorHotels has a global reach.
Copyright ©2016 Capella University. Copy and distribution of this document is prohibited.
Social Media Research Resour
SOURCE
APA formated
Accorhotels national social media campaign engages fans
(n.d.). Retrieved from
http://jobsataccor.com.au/news/accorhotels-nationalsocial-media-campaign-engages-fans/
Brynley-Jones, L. (n.d.).The new social media marketing
maturity: 3 brand case studies. Retrieved from
http://oursocialtimes.com/the-new-social-media-marketingmaturity-3-brand-case-studies/
Effective marketing support {MISSING PERIOD HERE}
(2015, May). Retrieved from http://accorhotelsgroup.com/fileadmin/user_upload/Contenus_Accor/Franc
hise_Management/Documents_utiles/factsheet_reasons_A
pril_15/marketing_support.pdf
Nicks, N. (2014, December). Accor hotels give Publicis
global social-media business. Retrieved from
http://campaignlive.co.uk/article/accor-hotels-givepublicis-global-social-media-business/1327408
Wasserman, T. (2011, October). How hotels and travel
companies are nailing social media. Retrieved from
http://mashable.com/2011/10/28/hotels-travel-socialmedia/#koM0r04TfZqQ
AccorHotels launches national social campaign
#WelcomeTraveller (2015, December). Retrieved from
http://accorhotels.com.au/press/accorhotels-launchesnational-social-campaign-welcometraveller
Effective marketing support (2015, May). Retrieved from
http://accorhotelsgroup.com/fileadmin/user_upload/Contenus_Accor/Franc
hise_Management/Documents_utiles/factsheet_reasons_A
pril_15/marketing_support.pdf
Sehgal, D. (2016, March). [Interview] How AccorHotels
nailed emoji marketing on Twitter with their
#EmojiSearch campaign. Retrieved from
https://audiense.com/how-accor-hotels-nailed-emojimarketing-on-twitter-with-their-emojisearch-campaign/
Facebook.com. Retrieved from
https://facebook.com/accorhotels
LinkedIn.com. Retrievd from
https://linkedin.com/company/3055?trk=tyah&trkInfo
=clickedVertical%3Acompany%2CclickedEntityId%
3A3055%2Cidx%3A2-14%2CtarId%3A1462973367918%2Ctas%3Aaccor
Rezab, J. (2015, March). How hotel groups are using
social media around the world. Retrieved from
http://mediapost.com/publications/article/246707/ho
w-hotel-groups-are-using-social-media-aroundthe.html
Twitter.com. Retrieved from
https://twitter.com/accorhotels
DeStefano, B. (n.d.). How to measure social media
marketing success. Retrieved from
http://svmsolutions.com/resources/articles/howmeasure-social-media-marketing-success
Fan, W. and Michael, M. D. (2014, June). The power
of social media analytics. Communications of the
ACM , 57(6), 74-81, doi:10.1145/2602574
Guttierez, M. (2013, February). The ethics of social
media marketing. Retrieved from
http://huffingtonpost.com/entry/social-mediamarketing_b_2206357.html?section=india
Martin, E. R. (2014, March). The ethics of big data.
Retrieved from
http://forbes.com/sites/emc/2014/03/27/the-ethics-ofbig-data/#418272c530c7
Smith, K. T., Blazovich, K. L., and Smith, L. M.
(2015). Social media adoption by corporations: An
examination by platform, industry, size, and financial
performance. International Academy of Marketing
Studies Journal, 19 (2), 127-143
Secrets of social media in APAC unravelled (2013,
November). Retrieved from http://webintravel.com/secretssocial-media-apac-unravelled/
Smith, K. T., Blazovich, K. L., and Smith, L. M. (2015).
Social media adoption by corporations: An examination
by platform, industry, size, and financial performance.
International Academy of Marketing Studies Journal,
19 (2), 127-143
Social Media Research Resources
Credibility – Do you trust this information?
(50-100 words)
Yes. Multiple sources indicate that AccorHotels has embraced social
media the right way, thus corroborating this information. The company
shares information about its offers and plans through social media
networks. Sources state the myriad of campaigns and social media
strategies that AccorHotels has designed to promote its image and gain a
wide reach among current and potential customers.
The company’s website itself projects a wider digital presence as the goal.
Other online sources, too, confirm the goal. Local teams of AccorHotels
regularly observe and manage data on social networks. The article
“effective marketing support” from the AccorHotels website describes the
different tools that AccorHotels has designed to promote its image among
customers through social media.
The results are based on a comparison that was done using actual live data
available on the social media sites. Hence, the data can be trusted fully.
Live figures of Facebook likes, LinkedIn connections, and Twitter
followers of each hotel chain were considered. The results of this
comparison showed that AccorHotels was ahead of two other competitors
in terms of the the number of Facebook likes, but lagged in terms of
LinkedIn connections and Twitter followers.
This information can be trusted. The data is taken from a journal article.
The article discusses how AccorHotels used social media analytics to
improve customer satisfaction and its overall image during an economic
downturn that had occurred in the past. The article has been written using
several credible sources for reference.
Even though the information is based on the opinions of experts, this
subject needs more investigation. The article “the ethics of big data”
mentions actual instances that caused embarrassment to companies
because of the unethical use of personal data. More research on ethical
dilemmas related to personal data use can provide better information on
the topic.
Yes, it can be trusted. The findings are based on studies of a large number
of respondents that indicate how social media strategy needs to take into
account preferences in different geographies. The article by Smith et al. is
a journal article that discusses a study that was conducted to determine the
effect of social media use on the financial performance of Fortune 500
companies. The findings of this research have been used in this section.
Average Ranking
es
Credibility Ranking
1 = Poor
10 = Excellent
8
9
10
9
5
8
8,2
Social Media Metrics Comparison
Media Platform/Company
AccorHotels
Starwood Hotels & Resorts Worldwide, Inc.
Marriott International
Competitor Average
Accorhotels
StarwoodBuzz
MarriottIntl
Competitor Average
AccorHotels
Starwood Hotels & Resorts Worldwide, Inc.
Marriott International
Competitor Average
Copyright ©2016 Capella University. Copy and distribution of this document is prohibited.
Social Media Metrics Comparison
Metrics
Link to Social Media Site
https://www.facebook.com/accorhotels
Likes
1.043.096
https://www.facebook.com/starwood
157.498
https://www.facebook.com/marriottinternational
298.683
228.091
Link to Social Media Site
Followers
https://twitter.com/accorhotels
51.923
https://twitter.com/starwoodbuzz
189.334
Tweets by MarriottIntl
410.199
299.767
Link to Social Media Site
Followers
https://www.linkedin.com/company/3055?trk=tyah&trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A3055%2Cidx
227.936
https://www.linkedin.com/company/3035?trk=tyah&trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A3035%2Ci
332.360
https://www.linkedin.com/company/2311?trk=tyah&trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A2311%2Ci
415.749
Copy and distribution of this document is prohibited.
374.055
Q&A
QUESTION
What is your company’s approach and values
associated with social media?
What is goal of your company’s social media presence?
How does your company’s use of social media compare
to its competitors?
How should success of a social media presence be
measured?
How might social media use present ethical problems for
your chosen company?
What is one way that demographics, global presence, or
diversity might impact your companies’ choices about
social media use?
Q&A
ANSWER
APA formatted in-text citation (150-200 words/answer)
Social Media Research Resource
SOURCE
APA formated
Social Media Research Resources
Credibility – Do you trust this information?
(50-100 words)
Average Ranking
ces
Credibility Ranking
1 = Poor
10 = Excellent
1
1
1
1
1
1
1,0
Social Media Metrics Comparison
Media Platform/Company
Link to Social Media Site
[Your Company Name]
[Competitor One Name]
[Competitor Two Name]
Average
Link to Social Media Site
[Your Company Name]
[Competitor One Name]
[Competitor Two Name]
Average
Platform
[Your Company Name]
[Competitor One Name]
[Competitor Two Name]
Average
Link to Social Media Site
ison
Metrics
Likes
#DIV/0!
Followers
#DIV/0!
[Metric]
#DIV/0!
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