Interim report 2
Your interim report should be turned in as a Word document. Interim report 2 should include the results from Steps 3 and 4
Step 3: The “what works” analysis
This analysis asks you to combine a content analysis with your analysis of engagement. [See the video on D2L for a review of this method.] You must randomly select 100 Facebook posts or 100 tweets for analysis. For each tweet, you should code whether the post includes text, video, photo, and/or link (this analysis is already done for you in the Facebook data). You should also code at least three content categories for each tweet. [For a refresher, see the City of East Lansing example in the Week 7 lecture slides.] This will require you to develop a codebook, as taught in class. Once your content analysis is complete, you’ll compare your content coding information with your engagement analysis to answer these questions: What kinds of posts get the most overall engagement? What kinds of posts get the most likes? The most shares/retweets? The most comments? Are there certain times of day or times of the year that posts get more engagement?
Step 4: Competitive analysis
You should identify one competitor for your client. The competitor may be an aspirational competitor. Compare your competitor’s social media performance to your client, including the size of their social media audiences, their average Facebook or Twitter engagement for at least two weeks. The best projects will also compare their client’s content to competitors’ social content. To do so, you might conduct a “what works” analysis on the competitor or simply compare the client’s top 5 most engaging posts to the most engaging posts from the competitors.
