Your first task this week is to analyze the social media presence(s) for a company or
organization of your choosing. This assignment is the beginning of a three week project that
culminates in you writing a social media style and content guide for a fictional company (more
on that in the other assignment sheet for the week). The first step, i.e. this assignment, in this
project is to understand the rhetorical moves a company might make when formatting and
creating their online content. Remember, when analyzing rhetoric, you want to focus on how an
author is composing instead of focusing on what they are composing. This is the difference
between rhetoric and summary.
Social Media Analysis: At least one to one and a half pages, single-spaced in report format,
e.g., single-spaced, headings, multiple paragraphs, etc. Think about one of your favorite
companies/organizations, or a company/organization where you might like to work and analyze
their social media presences AND engagement. Review at least the last six months of their
social media activity on each platform. If the company/organization has fewer than ten posts in
the last six months or does not engage with their audience in at least half of their posts, choose
another more active company/organization.
As you review their social media presence(s), be sure to address things like what sort of social
media presence does this company have, i.e. Facebook, Twitter, Instagram, SnapChat, TikTok,
etc.? As you read through their feeds, take note of how often they post. What is the average
length of the posts? Do the posts include photos or other media? Who do the posts seem to be
addressing (be specific here)? What purpose do the posts seem to serve? Are the posts
addressing some specific cultural moment? If so, do they seem to be doing it well? What is the
tone of the posts overall? Which rhetorical appeals, i.e. logos, ethos, pathos, does the
company/organization seem to use the most in their posts? Do you notice any differences in
content between platforms? What are these differences?
For engagement, consider how the company/organization you chose interacts with their
audience online? As you read through their feeds, take note of how they engage with customers
who have responded to their posts or who address their account directly. What sort of tone does
the company/organization take when responding to their audience? How can you tell? What
seems to be their purpose in responding to customers? Again, how can you tell? What do you
think of the way the company interacts with customers? Does their approach encourage you to
contribute? Why or why not? Do you believe that customers feel seen and heard online? Again,
why or why not? What kinds of things might the company do to make their social media
presences more engaging?
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