Social Media Audit

Social Media Audit

Due 10:00p 10/12

Upload to Cougarview  in .docx or .pdf format

Purpose : You will conduct a social media audit for the CSU Career Center AND a similar career center from another college or university ( of your choice). This assignment is intended to give you experience in evaluating a brands’ social media presence and give you background for your individual strategy assignment (due later this semester).

Try to analyze all social media channels on which CSU’s career center is active.  Compare these same channels for the Career Center of a university of your choice.

Organization of the Project

• Organization Overview – 1-2 paragraphs so we know who you’re writing about.
• Social Media Audit – Use the questions from Part 1 of the “Guide Questions” at bottom of this document.
  1. Compare the CSU Career Center and another university’s career center.
• Communication Audit – Use questions from Part 2 of the “Guide Questions” at the bottom of this document.
  1. Compare the CSU Career Center and another university’s career center
• Discussion-Based on your findings, what conclusions do you draw about how CSU’s Career center is utilizing social media platforms in comparison to the other career center you chose? What are some of the biggest “successes” and biggest “failures” for each account (be sure to provide supporting evidence via screenshots). Broadly, what recommendations would you make to improve the CSU career center account?   You should support these recommendations with citations and examples.  Your recommendations may be based on what the other career center is doing, principles we have learned in class, or some other reputable social media source (like Hootsuite), but they need to have a foundation and explanation.  You will need at least three broad recommendations with strong support.

Other requirements:

• Cover Page – Cover page with title of report and team member names.
• Length – Body should be about 3-4 pages of text double-spaced (NOT including images, graphs, etc).
• Visuals – use screen snips ( aka shots, grabs) of their social media, create graphs or charts to communicate complex information, such as numbers, or comparisons.
• Formatting – Use headers to organize your paper into sections.
• Reference list – A list at the end of the document of any additional readings or sources, including the URLs to their social media sites.
• Write paper as an essay – You can use bullet points for any lists.

Grading Criteria

• Professional quality of writing
• Organization, Structure & flow of paper
• Thoroughness of Review & addressing of questions
• Recommendations based on sound reasoning & evidence relying on credible external sources (e.g., sources)
• Links to sources. Reference list.

Social Media Audit Questions (Guide)

You should review the last 3 months of activity on each of their active social channels to determine the answers to the following questions.

• Overview
  1. Voice & Style – Note style or tone of their posts. What is their personality? Relaxed, formal, serious, funny, etc.  Are they consistent with the way they portray themselves across time and channels?
  2. Social Media Publicity
     1. Look at the website. How (and how often) are they driving traffic to the website or from their website to their social channels?
  3. State/Measurement
     1. How many likes, favorites, etc on each platform?
     2. How many followers on each platform?

• How many retweets, mentions, #s?

• Conversation Analysis
  1. What are they talking about?
     1. Across platforms, what do they typically post about? Do you see a pattern?
  2. Who are they talking to?
     1. Look through their followers on the various social channels to get a sense of their audience.
  3. Who talks about them?
     1. Look for mentions of the Career Centers and/or their universities
  4. What is being said about them?
     1. See above, what kind of conversations are people starting or having with the career centers or their universities (look through the previous 3 months and pull a few examples)