This presentation focuses on real world application of conducting a social media analysis. Utilizing Nike as a key case study, the presentation looks at the steps required to analyze a company's social media platforms to understand if they are truly purposeful and effective while catering to the community and fulfilling a mission statement. Specific focus on YouTube platforms and video as well as Facebook takes place with some regards to analyzing competing brands social media platforms as well.

1. How to Conduct a
Social Media External Analysis
Susan Fant
www.susanfant.com / www.castlesandsllc.com / www.fernweb.org
These Slides are for Educational Purposes Only – The University of Alabama Marketing Department
MKT597: Digital & Social Media Marketing Fall Semester 2013

2. Community Collaboration
How does
community
collaboration
increase awareness
of your value?
– Visual Storytelling
– Involving inside and
outside
stakeholders
– Interacting with the
local community

3. Company Collaboration
• Collaboration is not a one size fits all
– It is suitable for some companies, but not for all
companies.
– What you post on social media can differ from
industry to industry.
– Collaboration happens inside and outside a
company with user generated content.

4. Social Media and Culture
How does social media
exemplify your culture?
What are the share
beliefs, norms and
values?
What do potential
employees think
about your
company as well as
potential
customers?

5. Purpose is Paramount
What is the purpose of your social media?
• Example: What is the purpose of Nike’s
#Makeitcount Campaign?
– Does is say something about the culture?
– Does it focus on the mission and vision of the
company?
– Does is reach the target audience? How?

6. Well Formed Purposes
for Collaborations
• Who are the target participants?
• What is the nature or focus of their
collaboration?
• What’s in it for the participants?
• What value will the organization receive?

7. Presenting Social Media
The Social Organization helps us understand
how OTHER PEOPLE think about social media
and how we best communicate it outside our
bubble.
Think about using this book to help you discuss
the context of your company’s social media in
your external research assignment.

8. Make Your People Reach
• You want to make your people reach for a
CAUSE.
– People need to rally around a cause to engage in
a purpose.
– Social Media Strategy pushes that purpose to be
achievable.
Why is your target audience following your social
media posts? What do they want?

9. Nike FlyKnit Love Story
http://www.youtube.com/watch?v=KK9whzSptbQ

10. Collaborating with
Social Media Influencers

11. Nike Make it Count
http://www.youtube.com/watch?v=gLLFPfk14UI&list=PL4152310A7841AAC6

12. Behind the Scenes
of Nike Make It Count
http://www.youtube.com/watch?v=xylEd9AD6xQ&list=PL4152310A7841AAC6&index=3

13. How do we analyze
social media?

14. 1. Discover the Purpose

15. 2. Find the Platforms

16. 3. Research the Competition

17. 4. Figure Out What Works.

18. 5. Decipher What Does NOT Work
#FAIL.

19. 6. Prove Your Analysis
• Use theory to explain what works and what does
NOT work.
• Focus on WHY.
• Focus on HOW companies can fix what isn’t
working to constantly improve.
• Highlight your examples.
• Write your conclusion

20. Questions?