How to analyze a brand’s social media use

If you want to be more sophisticated in your social media use, it can help to practice analyzing what other people do.

An assignment I use in one of my classes is to pick a news brand and analyze its social media activity. I’m always impressed with my students’ observations, and I thought I’d share the assignment here in case it’s useful for others. I’d love to see how other folks teach this. Drop me a line if you have an assignment you’d be willing to share.


Evaluate the social media use of a news organization of your choice. It can be a small community newsroom or an international staff, niche topic or general. Please choose an organization:

  • that is present and at least a little active on social media
  • that has room for improvement, so you can make suggestions
  • for which you can find at least two staff members connected to the organization who at least sometimes post about their work
  • that will allow you to answer all the questions posed in this assignment

You will be assessed based on how well you apply the breadth of our social media discussions in class to your analysis and on the thoughtfulness of that analysis. Consider social media guidelines, strategies and styles of writing. Also address the measurement of success.

PART ONE (10 points): Identify the primary audience for and mission of that news organization (either in their words or your own estimations). Find that news organization on as many social platforms as you can and link to all their accounts. Consider AT A  MINIMUM: Facebook, Twitter, Instagram, Pinterest and YouTube. Can you find any social media strategy or policy documents or related interviews? If so, link to them or attach them.

PART TWO (20 points): Answer these questions about at least two of those accounts, on two separate platforms (for example, the org’s main presence on Pinterestand Instagram, or the org’s main sports presence on Twitter and food presence on Facebook — you pick). 

  • How frequently does the account post?
  • Analyze the posts. Approximately what is the ratio of posts that link to or push newsroom content compared to posts that are replies, retweets or other contributions to conversations? 
  • What do you know and what can you surmise about the strategy for each of those two accounts? Discuss what you can tell about the goals, and link to at least three posts on each platform that back up what you’re saying.

PART THREE (20 points): Find at least two staff members who post about the work they do connected to the organization you’re evaluating. 

  • Link to their accounts/platforms that discuss their work. 
  • How much of what they post is directly related to their work?
  • What is the nature of their work-related posts? Describe how it relates to content, whether they demonstrate personality, whether/how they reply to followers, whether they show what’s going on behind the scenes of their jobs and whether anything they post could be considered controversial. 

PART FOUR (20 points): Think about the strategies we talked about in class for writing social posts. We wrote posts designed to get as many click thrus as possible, as much engagement as possible and as much worthwhile discussion as possible. (Related post: What “works” on social media? That’s a bad question.) Please pick one existing post that includes a link back to your org’s website. Link to the original post, and rewrite it three ways. You don’t have to think all three are the right way to promote that link. But show you understand the diversity of possible strategies by writing examples. Then indicate which you think would be most effective.

PART FIVE (30 points): Write suggestions for the news organization based on what you learned. Write it as if you’re sending it to the organization’s leadership, and address both brand accounts and individual journalists’ accounts. Acknowledge what is working and make suggestions for improvement and growth. Be sure to address why further investment in improvement and growth would be worthwhile and how the newsroom could measure success (what could be measured and what the newsroom would learn from those measurement efforts). Be prepared for it to be shared, either publicly or specifically with that staff. 


Join the conversation

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s