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SOCIAL MEDIA AUDIT AND SWOT
Running head: SOCIAL MEDIA AUDIT AND SWOT
Burgess 1
Use the assignment to fill in the tables below for Social Media Audit.
Table 1
Channel
# of Followers
# of posts
Average engagement rate
Click-through rate
Mentions
Reach
million
59
0.10% (SpeakrJ, 2022)
NA
Na
Global
Twitter (X)
3.4 million
289.1 thousand
4.36% (SpeakrJ, 2022a)
NA
136 thousand
Global
108.67 million followers
NA
108 million likes
NA
NA
Global
TikTok
947.2 thousand
46 videos
Creator content engagement of 3.39% (TikTok for Business, n.d.)
NA
Global
You Tube
4.4 million
4.5 thousand
Engagement rate of 0.84% per 30 videos
22.5 thousand views per video in the last 30 days (HypeAuditor, n.d.)
Na
NA
Global
Table 2
Twitter (X)
TikTok
You Tube
What’s working?
Media incorporation into social media posts
High user engagement
High user engagement
High user engagement and a good initial reception on the platform
High viewership trends (3.7 billion views for current videos so far)
What’s not working?
Low engagement levels
Slow follower growth
Declining followership and reduced Gen Z engagement
Slow followership growth
Low audience engagement
Who is engaging with you?
Young adults (aged 18-34)
Adults 25 to 34
Adults 25-34 years
Young adults (18-25 years)
Adults (20-34 years)
Which networks your target audience is most active on?
Audience has low activity
High audience activity
High activity
Moderately high activity
Low activity
How your strategy compares to the competition and/or your peers?
Emphasis on wholesome posts evenly distributed instead of overwhelming audience with many posts
Brand-specific content and corporate social responsibility posts
Diverse content: commentary, text, video, short video, and links to relevant information.
Independent creator involvement, supporting music and art
Creative videos and collaboration with artists and other creators
Are you maintaining brand standards across zones/channels?
Yes
Yes
Yes
Yes
Yes
Who is your audience for each zone/channel?
Young adults
Adults 18-34
Adults 25-34 years
Young adults (18-25 years)
Adults (20-34 years)
Table 3
Appoint company social media team responsible for the campaign
April 2 to April 5
Debrief social media team on the campaign and its goals
April 8
Benchmark social media campaigns
April 8 to April 13
Create campaign strategy
April 8 to April 19
Customize the campaign for each channel
April 22 to May 3
Plan content for each channel
April 23 to May 3
Find suitable influencers in each channel
May 6 to May 31
Meetings with each influencer to discuss their approach to the campaign
May 13 to May 31
Commence campaign on all channels
July 4
SWOT Analysis for the Proposed Campaign
Strengths
Coca-Cola has a strong brand.
Coca-Cola has global coverage.
Coca-Cola has a significant presence on social media.
A history of positive public relations can enhance the campaign’s reception.
Weaknesses
As a large brand, the company will face substantial scrutiny in its online campaigns.
A history of high sugar content in the company’s products can attract negative PR.
Opportunities
A large social media following offers an opportunity to reach more people using social media campaigns.
Increased recognition and appreciation for healthier products create an opportunity for a related campaign to get good coverage and reputation.
Threats
An unsuccessful campaign can undermine the brand’s online reputation.
Bad actors online may bring negative attention to social media posts.
Failure to recognize cultural aspects in the campaign can undermine its reception and effectiveness.
Strengths
Coca-Cola’s market leadership position (43.5% global market share) means it has a strong brand that can be leveraged to enhance the social media campaign (BMC, n.d.). This feature is observable in its significant online following, with millions of parties associated with and engaging with its online presence. Besides, the brand’s global coverage also builds on influence and significant potential to reach audiences worldwide. Finally, the company has a history of positive public relations, such as investing in charity and sponsoring social events, which can be used to enhance how associated brand campaigns are received (The Coca-Cola Company, n.d.).
Weaknesses
Coca-Cola’s size and brand influence are also a source of weakness since it can increase scrutiny, especially by competitors and the large audience the firm commands online and across communities worldwide. Another weakness surrounds the concerns about its products’ high sugar content (Lin et al., 2018). In a world where people are increasingly concerned about nutrition, such a subject can draw negative PR.
Opportunities
A notable opportunity emerges from the company’s large online following. This audience means that social media campaigns can reach more people, resulting in a greater influence as long as the initiative is conducted optimally. In addition, the growing appreciation for healthier products and consumer safety increases the likelihood that people will perceive a related campaign positively.
Threats
A notable threat is that a failure to design and deliver a good campaign will directly undermine the firm’s online reputation. It also does not help that there are many online bad actors who can undermine the campaign by engaging in disrespectful comments, inaccurate interpretations, and drawing negative attention to the company’s campaign-related social media posts. The last threat is that failure to recognize the different cultural elements and traits across different global markets can undermine the campaign’s effectiveness. Besides, it can also draw negative PR if these efforts show the company as inconsiderate to these communities.
References
BMC. (n.d.). Table 2 global and regional markets held by Coca-Cola and PepsiCo, 2020. Retrieved from https://globalizationandhealth.biomedcentral.com/articles/10.1186/s12992-021-00781-6/tables/2
HypeAuditor. (n.d.). Coca-Cola. Retrieved from https://hypeauditor.com/instagram/cocacola/#:~:text=Theengagementrateofcocacola,productviatheirInstagramaccount.
Lin, L., Li, C., Jin, C., Peng, Y., Hashem, K. M., MacGregor, G. A., He, F. J., & Wang, H. (2018). Sugar and energy content of carbonated sugar-sweetened beverages in Haidian District, Beijing: A cross-sectional study. BMJ Open, 8(8), e022048. https://doi.org/10.1136/bmjopen-2018-022048
SpeakrJ (2022). Coca-Cola. Retrieved from https://www.speakrj.com/audit/report/cocacola/instagram/summary#content
SpeakrJ. (2022a). Coca-Cola. Retrieved from https://www.speakrj.com/audit/report/CocaCola/twitter/engagement-stats#content
The Coca-Cola Company. (n.d.). Social impact. Retrieved from https://www.coca-colacompany.com/social
TikTok for Business. (n.d.). Coca-Cola. Retrieved from https://www.tiktok.com/business/fr/inspiration/cocacola-france?
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