Social Media Audit Assignment

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The purpose of this assignment is to enhance your understanding of how a hospitality company may use social media in:

  1. Raising brand awareness.
  2. Influencing and facilitating purchasing decisions.
  3. Creating loyalty.
  4. Enhancing reputation.
  5. Improving customer service.

Step 1. Select a well-known hospitality brand or company: McDonalds, Chipotle, Domino’s Pizza, Disney, Dunkin Donuts, Starbucks, Wendy’s, Marriott International, Hyatt, Four seasons, and Hilton Worldwide.

Step 2. Assess the company’s use of social media and incorporate your findings into a report with the following sections:

Introduction: Provide an overview of the company and why social media is important to their business. Look at the industry they operate within as well as norms/standards for social media use in that industry.

Overall summary of social media use: Briefly summarize the company’s history with social media and current use of social media along with the overall strategic focus: raising brand awareness, influencing and facilitating purchase decisions, enhancing reputation, improving customer service, and/or creating loyalty.

Social Media Tools: What tools are they using (e.g., Facebook, Twitter, Instagram, Pinterest, YouTube, etc.) and for what purpose? Provide examples. Assess the purpose and effectiveness of each example.

Social Media Tool


Assess Purpose & Effectiveness

Conclusion and recommendations: Assess overall social media use. Is the company using social media tools (e.g., Twitter) in ways that are unique or duplicative of other competitors? Make at least three recommendations based upon your assessment and research.

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