Social Media Analysis Paper
This assignment requires you to review and analyze how a business, corporation or nonprofit organization uses their website and social media. As you review these sites, please note some of the question prompts that may help you analyze the use:
1) How does the organization use the website/social media site to promote itself?
2) What type of content is used on the website and social media site?
– Visuals – identify whether it is photos with text or video and audio.
– Identify what messaging is being used on the site? Positive or negative? Persuasive or
– Are blogs being used? If so, describe the content discussed in the blogs.
Please take the time to review thoroughly the information you see on the sites. Please use the Media Richness for the website & Social Presence for social media sites as a guide in reviewing the company’s online use. Along with the online analysis, please provide two ways the site and its content can be used more effectively to engage a college-aged audience. Explain why your recommendations would be more effective.
The paper should be 5-7 pages long. You will be writing in the APA Style so make sure the paper is double spaced, one inch margins, and please use 12 point Times New Roman font. Please include a title page and a Works Cited page. Please save your paper as LastNameAnalysis Company Reviewed (WilliamsAnalysis-Hamburger Palace). Save the paper in .doc or .docx. Upload your paper to Canvas.
Content – did the paper clearly identify the social media content and explain how the messaging was effective or ineffective? Did the paper clearly identify website content? Did the paper include Media Richness and Social Presence in its evaluation of website and social media use? Did the paper include a summary of the two theories? (40 points)
Organization – did the paper have a clear organizational structure? Introduction? Conclusion? Content in the body of the paper was developed well and easy to follow? (30 points)
APA Style – did the paper have correct APA 6th edition style? In-text citations? Works Cited page? Title page? Grammar, punctuation and spelling errors? (25 points)
Deadline – was the paper uploaded to Canvas on time? (5 points)
1-5c Media Richness and Social Presence
Business communicators must be able to choose from a wide range of communication channels the one most suitable to get the job done—that is, most likely to elicit the desired outcome. How to choose the appropriate medium to avoid ambiguity, confusing messages, and misunderstandings has long been studied by researchers. Media richness theory (Attempts to classify media in organizations according to how much clarifying information they are able to convey from a sender to a recipient; the more helpful cues and immediate feedback the medium provides, the richer it is.) and the concept of social presence (The degree to which people are engaged online and ready to connect with others.) are particularly useful for evaluating the effectiveness of old and new media in a given situation.
Daft and Lengel’s media richness theory attempts to classify media in organizations according to how much clarifying information they are able to convey from a sender to a recipient. The more helpful cues and immediate feedback the medium provides, the richer it is; face-to-face and on the telephone, managers can best deal with complex organizational issues. For routine, unambiguous problems, however, media of lower richness, such as memos, reports, and other written communication, usually suffice. Figure 1.10 displays contemporary and traditional media based on their richness and, hence, their likely communication effectiveness.
Ideally, senders would choose the richest medium necessary to communicate the message to the recipient with as little ambiguity as possible. Because a rich medium (such as a face- to-face conversation) is not always available, communicators must often use leaner media (for example, e-mail) that may not be as effective in reducing ambiguity and decreasing the risk of miscommunication. Just think how hard it is to know whether a text or an e-mail is sarcastic.
Social presence has come to mean the degree to which people are engaged online and ready to connect with others. As proposed by Short, Williams, and Christie, however, social presence is the degree of salience (being there) between a sender and receiver using a communication medium. Media with high social presence convey warmth and are personal. Social presence is greatest face-to-face, and less so in mediated and written communication, such as phone conversations and text messages. Likewise, social presence is greater in synchronous communication (live chat, IM) than in asynchronous communication (e-mail, forum post), which is rather impersonal.
Face-to-face we receive many more signals than just speech. For example, nonverbal cues, emotional disposition, and voice inflection help us interpret a message. In real time, we can ask the author of a message to clarify—something we cannot do as easily when the message arrives with a delay and is enabled by technology. You could say that social presence means how much awareness of the sender is conveyed along with the message. Communication can succeed as long as the chosen communication medium offers enough social presence to complete the task.Figure 1.10
Media Richness and Communication Effectiveness
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