Business & Finance essay

In Assignment 2, you will audit an existing organization’s use of social media using tools developed within the course. You will produce a short assessment document, similar to a SWOT analysis for the organization that outlines the findings of the audit.

The purpose of this audit is to assess an organization’s social media use. To do so, you will use two different assessment tools.

In Part A, you will consider whether or not the organization’s use of different social media platforms and profiles collectively align with its brand, mission, vision and values.

The second assessment you will perform (Part B) will consider whether the content of TWO of the organization’s social media streams are effective to achieve organizational goals and will determine where there are opportunities and challenges.

The final part of the assessment is a statement of recommendations (Part C). In this final part of the audit, you will provide clearly stated and well researched recommendations of how to address areas of improvement or enhancement articulated in the previous sections of the audit.

Selection of the Organization:

You may select an organization to audit for this assignment. The organization must have at least some presence on social media.

You should select an organization that is neither a paragon of excellent social media practice, nor an organization that is abysmal. You should pick an organization that has a mix of good practices and areas for improvement.

The organization should have fewer than 500 employees worldwide. Smaller organizations (sometimes with as few as a handful of employees) work better for this assignment than large international organizations. I would strongly recommend you choose a small, locally-operated organization (either in Victoria, BC or in your home area).

In addition, this organization will be the basis for your Assignment 3 and 4. Choose carefully!

Choose your organization wisely, and chat with me if you have any questions!

Whale watching would be a good one to write. There are quite a few whale-watching companies in Victoria, BC, Canada. If you find other good organizations, please let me know before you start writing.

Part A (750 words): Overview

In Part A, you will investigate the overall social media presence of your organization and determine whether or not you feel the online brand of the organization matches with the institution’s Mission, Vision, and Values.


In this section of the audit, you provide an overview of the organization and its current social media platforms and online profiles.

Paragraph 1:

· Introduces the organization that you are investigating in terms of both its Mission, Vision, and Values, as well as, any other relevant organizational characteristics that you feel are important to consider for the purpose of the audit.

· If you can’t find a Mission, Vision or Values on the website, then try to talk about what the company values or mission might be, from the information that is available. You don’t need to write a formal mission or vision for them.

Paragraph 2:

· Discusses, in general terms, the organization’s use of social media. What platforms does it use, what kind of content does it generally produce, what engagement it achieves.


In this section, you will provide a descriptive overview of all the different profiles that the organization uses. These profiles will include what is written in the bio of the organization on the various different social media platforms. But you may also discuss individual bios who work for the organization and are listed on a Contact page of the company’s website. For each account, list the number of followers.

You should organize this section as a list, or with subheadings, categorizing it by platform.


In this section, you will identify if the various profiles you’ve discussed in Section 2 represent the organization in a consistent and aligned manner with organization’s brand. Are their inconsistencies in “who” the organization “is” on different platforms? Are there inconsistencies between what the organization is as a whole, compared with the individuals who make up the organization? You may also find that there is a good alignment between all the profiles.


In this concluding section of Part A, you will provide an overall assessment of what you think are possible opportunities and challenges for the organization in terms of its online profiles. Do some need to be reworked? What are some keywords that should resonate across the profiles?

Part B (750 words, not including tables): Findings

Part B deals with the specific social media content of your organization. It will use content categorization as data to make an appraisal of two social media platforms that the organization uses and make an overall assessment of the potential Opportunities & Challenges for the organization. It will also provide a short comparative analysis with “competitors” of your client.

Using Quesenberry (2015) you will choose TWO social media platforms to analyze. Please note, only looking at two is for your benefit, as doing this type of analysis for many social media streams would take too much time and effort (although, you would do that type of work within a working environment). You should choose the same two platforms for the competitor as you choose for the organization you’re studying.

You will use a table of the type in the Quesenberry (2015) article.

NOTE: You do not need to consider more than ONE competitor in the competitor analysis. However, you may wish to look at more than one competitor to get a better sense of how social media is used by different organizations within the industry that your organization shares.

Note, as well, that Quesenberry asks for you to consider the type of content that is posted by the “consumer” (audience) of the organization. This is content and interaction that is produced by people outside of the organization (students, constituents, etc).

In the audit table, you will “code” at least one week’s worth of content from your organization. Make certain you indicate the “Opportunity-Challenge Rating” as your last column.


· Quesenberry, K. A. (2015, November 18). Conducting a Social Media Audit. Retrieved June 15, 2018, from


In this opening section of Part B, you will provide a general discussion of the content audit you have performed. This short section will provide a snapshot of your audit and should include your major findings, including points of comparison between your organization and its competitor. Make certain you briefly describe the competitor, and why that competitor was chosen.

In this section, you will also place your Quesenberry audit table. The table should be introduced in text prior to its placement.


In this concluding section of Part B, you will provide an overview of the opportunities and challenges for your organization in terms of your social media audit. This section should be analytical and should reference secondary sources about best practices for social media content and strategy. Also, make sure you reference the information you gained from Part B, Section 1 (including the competitor data), in this section.

There should be FIVE secondary sources that you include in this section. Sources from the organization’s own website or social media do not count.

Part C: Conclusions, Comparisons & Recommendations (500 words)

Part C provides a conclusion and FIVE key recommendations that you’ve drawn from your audit.


This section provides a brief conclusion of your audit, providing an overview of your key findings from both Part A & B.


From the points of your conclusion, create FIVE key recommendations for your organization. The recommendations should be in the following form:

BOLDED STATEMENT STARTING WITH VERB: Short 1-2 sentence description about why the recommendation is necessary.

Here is an example recommendation:

· CREATE A UNIFIED VOICE ACROSS PLATFORMS: Currently, the speaking voice of your organization is markedly different on Twitter than on Facebook. A unified voice that speaks to key messages will provide better brand consistency.


Here is a checklist of expectations for each section of the assignment:

Part A – Overview (30%)

1. Introduces the organization that you are investigating in terms of both its Mission, Vision, and Values, as well as, any other relevant organizational characteristics that you feel are important to consider for the purpose of the audit.

2. Identifies and discusses various profiles & platforms and addresses the level of “brand consistency” as expressed by the social media of the organization

3. Provides a detailed assessment of opportunities and challenges for the organization in terms of its online profiles.

Part B – Findings (30%)

1. Provides a detailed and accurate overview of the organization’s current use of social media (on two platforms) and a comparison with a competitor.

2. Justifies the choice of the competitor and provides some brief background information on that competitor

3. Communicates findings of social media audit effectively through well designed and presented tables

4. Table(s) are professional, edited, and placed appropriately within the audit report

5. Provides well-supported (with data) and justified set of Opportunities and Challenges.

6. Data is used, as are five secondary sources, to support the discussion of opportunities and challenges

Part C – Conclusions, Comparisons and Recommendations (30%)

1. Conclusions are based on findings, are useful to the organization, and are presented clearly and succinctly

2. Recommendations are clearly derived from the data and discussion of the audit

3. Recommendations are formatted and presented according to above outlined expectations

4. Recommendations provide valid and useful avenues of practice that reflect best practices of social media

Organization (10%)

1. Report is professionally presented and submitted

2. Appropriate referencing techniques are used

Each of the sections above will be marked on a scale of 10, using the following as a guide. Scores in between these criteria are possible:

· 10/10: All criteria met and exceeded (A+)

· 7.5/10: All criteria met at a satisfactory level (B)

· 6/10: Some criteria not met (C)

Beyond the content outlined above, to be deemed complete, each criterion must be:

1. Appropriate: Your expressed ideas, conclusions, and insights must be appropriate. Appropriateness relates to how you have based your insights on actual data (research you have conducted on the organization) and the quality of that data. Additionally, it relates to the incorporation and use of secondary sources.

2. Professional: Your audit must be easy to read and professional. Your entire assignment must be edited, clearly written, and well organized.

3. Effective: The conclusions, recommendations and findings included in your audit must be useful for the organization.

4. Ethical: Ethical refers to the proper use of copyright and citations.

If you want to get an A, you’ll need to first meet every criterion fulsomely. Inclusion of “exceeds criteria” content (list below) will be rewarded with 5% (if deemed satisfactory). No penalty will be incurred for unsuccessfully included “exceeds criteria” content. In other words, these are potential “bonus” marks. If you choose to complete one of the “exceed criteria” items, you might choose to make a separate appendix for it at the end of your report, or you might include it in the body of the report. You don’t need to “use up” words in creating these objects — they are above and beyond the word counts listed above.

Exceed Criteria Ideas:

· Provide a researched and reasonable customer or user profile or avatar for the organization

· Research and employ a form of analytics as part of your analysis

· Provide data and discussion from a third social media platform used by the organization (you can increase the word count in Part B to 750-1000 words if you do this, since it won’t fit well in an appendix.)


· You will submit the completed Audit to its appropriate dropbox by the deadline. The tables MAY NOT be submitted as separate files – they must be included in the main document.

· CP style and APA format are mandatory.

Simplified Outline for Assignment 2

Hello everyone,

This is a simplified outline for Assignment 2. It does not add or change anything from the in-depth assignment description, but perhaps it’s a handy reference for you! Please refer to the main Assignment 2 instructions for details on each of the sections.

PART A (750 words)

1. The organization (2 paragraphs)

2. Social media profiles (organized as a list)

3. Brand consistency

4. Opportunities and challenges

PART B (750 words not including tables)

1. Overview of findings

· Examine 2 social media profiles only per segment

· Include a very short description of the competitor and why you chose it

· Create a table like this one – Quesenberry (2015). The table does not count against your word count for the section. Note that the platforms should be the same across all three sectors (company, competitor, consumer). In the example table, Flickr should be Instagram.

Table Description automatically generated

1. – Opportunities and challenges

· Use five secondary sources to support your ideas

Part C (500 words)

1. Conclusions and comparisons

2. Recommendations

· Create five recommendations following the format given in Assignment 2 details

Exceeds Expectations

Exceeds expectations items can be included in appendices so they don’t count against your word count. Some ideas:

· Provide a researched and reasonable customer or user profile or avatar for the organization

· Research and employ a form of analytics as part of your analysis

· Provide data and discussion from a third social media platform used by the organization (you can increase the word count in Part B to 750-1000 words if you do this, since it won’t fit well in an appendix.)

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