Option 1
The first option asks you to select a major, publicly traded company that you are interested in, and spend some time looking at their online presence. Specifically, look at the companys Twitter account, blog, Facebook page, or LinkedIn page. Take special note of how the company handles positive and negative news, and how they use social media to deliver this news. For the purpose of the assignment, you should focus on one communication channel. In other words, focus on the companys Twitter account, blog, Facebook page or LinkedIn page. Do not focus on more than one social media page. As you select a company to discuss, focus on companies that have recently had to convey bad news, so that you have enough information to analyze. It is important that you can discuss how the company responds to bad news and negative feedback.
When you write your paper, you should follow the structure described on the assignment sheet. I have included the desrptions of the various sections here, with some additional tips and suggestions:
Introduction
In your introduction you should present an overview of the company you have selected; the link to their Twitter account, blog, Facebook page, or LinkedIn page; and a general desrption of the media format that is used. You dont have to spend too much time describing the media format, but you should demonstrate that you have a clear understanding of what it can and should do. Your introduction should be one or two paragraphs long, and it needs to include a clear and concise thesis statement.
Body
The body of your paper needs to include three main sections: your evaluation of how the company delivers news, a discussion of potential risks, and your recommendations.
Evaluation
Evaluate how the company uses the media for the delivery of good news and bad news in these areas (it would make sense to use some variation of these categories as subheadings in your paper):
Public/Customer Relations
Market Research
Building and Online Community
Internal Communication
Potential Risks
Discuss the companys potential risks for how they are using social media.
Recommendations
Make recommendations for how the company might improve their use of the social media tool in the delivery of good news and bad news. Your recommendations should be specific and detailed. Make direct references to what the company is currently doing and what they could be doing better.
As you evaluate how the company uses media and discuss potential risks you should use specific examples to support your claims. You should identify specific examples that demonstrate what the company is doing, which means you will want to cite the page you are analyzing. For example, if you decide to focus on the Facebook page, as you discuss how the company uses the page for building an online community, you should cite specific Facebook posts that the company uses to build community. Similarly, you should cite specific posts when discussing how the company delivers positive and negative customer relations news.
Conclusion
Use the conclusion to tie your overall argument together.
Your analysis should include specific examples from the page you are analyzing, and you should 2-3 outside sources (not counting the page you are analyzing) to support your arguments. The CSU-Global Virtual Library is a great place to find these resources.
You might have to search around a little bit to find a company page that will work well for the assignment, because you need to find examples of both good and bad news. By selecting a large enough companyespecially one that is publicly traded, which is a requirement for the assignmentyou should increase the chances that you will quickly find a useful subject for your analysis. It can also be helpful to select a company that has recently had some well-known trouble, because the chances are that the company will have addressed the troubles using social media.
REQUIREMENTS: 3 PAGES AND 2 CITATIONS (APA JOURNALS)
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