Let’s do some more social listening using another tool and focus on a current issue or crisis playing out in the media. Use at least one of the following Social Listening Tools along with any other social listening tool you know of to complete the following assignment. Be sure to consider the brand’s social networks as resources for your project.
Awario Links to an external site.- 14 day trial of personal account. No credit card required. Only email address.
Mention Links to an external site. – 14 day trial of the Starter account. No credit card required. Name and email address only.
Project: Go on the news and select a current PR crisis happening now or one that just recently occurred. This should not be a political issue, rather some situation issue that is resulting in negative news for a company.
Using your social listening tools, create a professional summary of your brand and active social networking channels, including the following:
How does the brand communicate with its followers?
On which social networks is your brand most engaged? Provide some statistics.
How is the crisis playing with the social media community?
How is the company responding to the crisis to mediate the negative impact?
How would you rate your brand’s response to the crisis?
Using your social listening tools, identify 3 stories/topics involving the brand over the past year. Try to find at least one positive story and one negative story.
Note that the Mention tool allows you to look back in data at least a year by modifying the date in the tools reports. You may be limited to the past 30 days in other social listening tools.
For each story, provide a description/summary of the story. Determine how/why the story originated.
Identify the sentiment (positive/neutral/negative) according to your choice of social listening tools and give supporting details.
How did the brand respond to the crisis? Identify at least one artifact associated with each story created by the brand. Create a screenshot (preferably) or post a working URL to the example.
How did social media respond to the story? Identify at least one positive and one negative response. Create a screenshot (preferably) or post a working URL to the example.
Use your favorite search engine and determine if any blogs/news articles were written about the story. Are these favorable or unfavorable?
Was the coverage of the issue/crisis widespread?
What insights can you gather from your research? Did the story have a lasting effect on the brand? List at least two insights.
You will create a professional report as your
CRITERIA for this assignment
Criteria
Create Your Professional Report
Format for reporting out your research and insights: You choose! Make it look pretty! Use headings and subheadings to identify the required elements. Do not cut and paste the questions from these instructions into your report, instead write from the perspective of a digital marketing professional providing research/analysis to your employer.
Visuals are appreciated! Upload a Word document (.docx), a PDF, or if choosing to do a slideshow presentation submit a url for a tool such as Adobe Spark or publish PowerPoint/Google slides via a website URL.
Be sure that you have provided background information on your brand, and researched THREE stories from the past year for your brand. If your brand doesn’t have three stories you can clearly identify, choose a different brand.
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