Ben and Jerry’s

For this digital case study assignment, you will create a case study to examine a brand or
organization’s digital strategies for their success and/failures. Specific instructions are given
below:
I. Pick a brand or organization. The selected brand or organization must be different from the
one that you chose for previous assignments.
II. Collect information on the chosen brands’ social media/digital strategies
▪ Search for online news resources (e.g., news, blogs, industry report, etc.) about the
selected brand or organization’s culture, values, goals, tactics with key audiences, digital
strategies, crises responses, etc.
▪ Visit each brand or organization’s social media platforms (e.g., Instagram, Twitter,
Facebook, YouTube, etc.) to observe its digital strategies and take notes. Observe at least
two social media platforms of the chosen brand or organization.
▪ Use social analytics tools (e.g., Muck Rack, Sprout Social) to conduct searches about
your chosen brand. Monitor your chosen brand’s social media activities for a minimum
of 5 days.
▪ While collecting information, think about the following questions:
o What are the key characteristics of the target brand’s audiences/community
members?
o What are the observable behavioral (e.g., advocate, support, negative word of
mouth, etc.) and psychological (e.g., attitudes, opinions, etc.) patterns of the
brand’s online audiences?
▪ How did the key audiences generally respond to the selected brand’s
content?
▪ Based on your observations and research, how did the key audiences’
online engagement with the target brand or their actions converge or
diverge from the target brand’s objectives for its social media strategies?
o What are the general content strategies of each brand on a particular social
media platform?
o What are the major types of content exhibited by each brand?
▪ How does each brand’s content resonate with its key audiences?
▪ How effective or ineffective of the content created by each brand? In what
ways?
▪ How did the audiences engage with the content?
o What are the patterns of the tones for each brand’s content?
▪ In what ways are the tones effective or ineffective? For this digital case study assignment, you will create a case study to examine a brand or
organization’s digital strategies for their success and/failures. Specific instructions are given
below:
I. Pick a brand or organization. The selected brand or organization must be different from the
one that you chose for previous assignments.
II. Collect information on the chosen brands’ social media/digital strategies
▪ Search for online news resources (e.g., news, blogs, industry report, etc.) about the
selected brand or organization’s culture, values, goals, tactics with key audiences, digital
strategies, crises responses, etc.
▪ Visit each brand or organization’s social media platforms (e.g., Instagram, Twitter,
Facebook, YouTube, etc.) to observe its digital strategies and take notes. Observe at least
two social media platforms of the chosen brand or organization.
▪ Use social analytics tools (e.g., Muck Rack, Sprout Social) to conduct searches about
your chosen brand. Monitor your chosen brand’s social media activities for a minimum
of 5 days.
▪ While collecting information, think about the following questions:
o What are the key characteristics of the target brand’s audiences/community
members?
o What are the observable behavioral (e.g., advocate, support, negative word of
mouth, etc.) and psychological (e.g., attitudes, opinions, etc.) patterns of the
brand’s online audiences?
▪ How did the key audiences generally respond to the selected brand’s
content?
▪ Based on your observations and research, how did the key audiences’
online engagement with the target brand or their actions converge or
diverge from the target brand’s objectives for its social media strategies?
o What are the general content strategies of each brand on a particular social
media platform?
o What are the major types of content exhibited by each brand?
▪ How does each brand’s content resonate with its key audiences?
▪ How effective or ineffective of the content created by each brand? In what
ways?
▪ How did the audiences engage with the content?
o What are the patterns of the tones for each brand’s content?
▪ In what ways are the tones effective or ineffective?

▪ What are the major writing styles in each brand’s social media
community?
▪ How did each brand’s writing styles affect its online engagement with key
audiences?
o (If applicable) How did a brand respond to a crisis on its social media platforms?
o Was there any ethical violation of any brand’s social media content?
▪ If so, what happened? Which ethical “sin” or “sins” did a target brand
commit?
▪ What were the consequences?
▪ What could have the target brand responded differently in handling a
particular situation to avoid the ethical pitfalls?
o What are the general emotions displayed in each brand’s online community?
▪ What are the general emotions displayed by the online users in the
community?
▪ What are the general emotions displayed by each brand in its online
community?
▪ In what ways did each brand create such emotions through its content,
engagement, or tone?
o What are the general digital media strategies that each brand has adopted in
their online platforms or communities? In what ways do you think these strategies
are effective or ineffective?
III. Compose the Case Study Report
▪ Write an essay about the chosen brand by focusing on several aspects (as suggested by
the questions under Step II Collecting Information) of a brand’s social media practice or
strategies.
▪ Format of the Essay:
o Essay Length: between 3-4 pages with the following format:
▪ Double-spaced
▪ Font: Times New Roman
▪ Margins: 1” on all sides
o Attach data analytics results (e.g., figures, charts, tables, graphs, word cloud,
etc.) in the end. The data analytics results do not count toward the essay length
requirement of 3-4 pages.
▪ List the information sources in the end of essay▪ What are the major writing styles in each brand’s social media
community?
▪ How did each brand’s writing styles affect its online engagement with key
audiences?
o (If applicable) How did a brand respond to a crisis on its social media platforms?
o Was there any ethical violation of any brand’s social media content?
▪ If so, what happened? Which ethical “sin” or “sins” did a target brand
commit?
▪ What were the consequences?
▪ What could have the target brand responded differently in handling a
particular situation to avoid the ethical pitfalls?
o What are the general emotions displayed in each brand’s online community?
▪ What are the general emotions displayed by the online users in the
community?
▪ What are the general emotions displayed by each brand in its online
community?
▪ In what ways did each brand create such emotions through its content,
engagement, or tone?
o What are the general digital media strategies that each brand has adopted in
their online platforms or communities? In what ways do you think these strategies
are effective or ineffective?
III. Compose the Case Study Report
▪ Write an essay about the chosen brand by focusing on several aspects (as suggested by
the questions under Step II Collecting Information) of a brand’s social media practice or
strategies.
▪ Format of the Essay:
o Essay Length: between 3-4 pages with the following format:
▪ Double-spaced
▪ Font: Times New Roman
▪ Margins: 1” on all sides
o Attach data analytics results (e.g., figures, charts, tables, graphs, word cloud,
etc.) in the end. The data analytics results do not count toward the essay length
requirement of 3-4 pages.
▪ List the information sources in the end of essay

Last Completed Projects