Research paper

Company: “Byte Dance” also known as “Tiktok”

Social Platform: Twitter

Strategic Social Media Group Project

Role:

You are all members of the Social Media Strategic Team _______________, Inc., which is a consulting company that evaluates the “marketing” effectiveness of clients’ websites and their use of social media.  Over the last several years, most companies use social media as part of their overall communication and marketing strategies, and your team has been asked to investigate and analyze how successful these companies have been using social media, what the current trends are, where they could improve their online presence and why, and what the future looks like.

Purpose:

1. Investigate how the company you have chosen uses its website and social media to enhance communications and business interactions with partners, vendors, customers, and the community. Social Media includes Web technologies such as Websites, Apps and social media platforms Twitter, Instagram, Facebook, podcasts, Linked-In, or YouTube are all also acceptable interactive communication.

2. Investigate your client/company’s use of social media - Possible considerations

· How are companies using these new technologies? Purpose?

· How are they being implemented? Is there a strategy?

· What are its objectives? You may have to figure this out yourselves.

· Are they successful? Effective?

· Who are their audiences?

· What results have they seen that can specifically be tied to SM? Increase revenue? Reduce expense? Increase customer satisfaction?  Increase public perception?

· What improvements could they make? Recommendations

Give specific examples and details- Company websites and Social Media sites

Report Components: A cover memo

· The Editor will give an executive overview of the report in a paragraph: This will describe the purpose of the report, a brief discussion about social media technologies in general, and how they are being used within this company. The cover memo will be written in a narrative form and will also include a minimum of 2 graphics (such as a logo and a graphical representation of the company's growth over the years). The editor should also give a brief overview of the Website and social media platforms used by the company and then allow the other members to address each of these. This memo will be written by the “editor” with input and review from the other group members.

· The cover memo will range from 300 – 600 words. Be concise, but thorough and professional. 

· Your team should provide a description of each SM evaluated, how they were evaluated and the criteria used – this is basically an overall executive summary of the findings. The summary will identify which website/SM best met the criteria in each function and what your overall impression was of that company.

Each member's individual reports or contributions:

· Each group member will write the evaluation for one aspect of online presence, ranging from 700 – 800 words. Each evaluation should include the following:

Functions: Evaluation of the most significant functions – Must include Audience and Tools. Your group must choose one more function to use in your analysis of the company's social media presence. 

· Audience (Required)

· Tools for Interaction (Required)

· The global presence and cultural accommodation

· Marketing/Sales

· Customer Service and Support

· Public Relations

· Careers/Recruitment

· Product Communities

· Community and Outreach Services

Collect of Data – Review of a minimum of 25 online interactions

· Overall impressions; recommendations for improvement

· For each of the functions, describe how social media is being used, what technologies are being utilized, how the business processes works, and how effective they are. Give detailed examples to support your opinion. Each group will need to determine a set of criteria to “grade” each function on.  This will require group meetings to look at each company on-line and determine which company is best in each function.

· Your team will need to give a “grade” to each function and determine the overall grade for their company. They will also need to give their reasons for the grades, what was done well, what needed improvement.