Social Media Today: Social Media Campaign Critique

Requirements:

• Use the discussion points outlined below to write a 750- to 1000-word paper that evaluates one brand’s social media marketing strategy.

Summary:

For this paper, you will select a recognizable brand and critique its marketing strategy on social media. Your brand can be a product, service, app, TV show, restaurant, and so on. We do not expect you to analyze every social media account used by the brand, but you should discuss at least two of the brand’s most active social media sites/apps (e.g. Facebook, Twitter, Instagram, Pinterest, Snapchat, YouTube, LinkedIn, etc.). In your critique, you should discuss and evaluate the brand’s strategy for engaging audiences, cultivating brand advocates, responding to brand detractors, utilizing real-time marketing and creating branded content. In closing, you should provide an overall assessment of the brand’s social media marketing strategy. Your paper should include the following: (1) An introduction that identifies your brand, provides an overview of its social media use, and compares its social media metrics (e.g. Facebook likes, Twitter, followers, etc.) with those of competing brands (2) A discussion and evaluation of the brand’s social media marketing strategy, including how successfully the brand: a. Engages audiences b. Cultivates brand advocates c. Responds to brand detractors d. Uses real-time marketing e. Creates branded content for owned platforms (3) A conclusion that summarizes the strengths and weaknesses of the brand’s approach to social media marketing (4) If you quote or paraphrase outside sources (not required), you must include a reference section with full citations for all academic, news, and popular sources cited in the paper. The reference section should be in APA, MLA, or C