Social and New Media Assignment 1 Written Report: Critical Analysis of Ben & Jerry’s or Another Live Website

This Social and New Media report asks you to pick one live website and judge how well it works as a communication tool. You first record your impression of the brand’s online presence, then analyse the site’s message and call to action, assess the digital strategy and engagement methods behind it, and finish with practical recommendations that use new and social media.

Topic 1

Choose a live website (corporate, professional organisations, civic groups, consumer goods, professional services, SMEs) and conduct a critical analysis which covers but is not limited to the following key areas: impressions on online presence, message analysis, and method analysis. Then, provide strategic recommendations based on your findings.

Report Format and Marks

Introduction (5 marks)

• Overview of the company.
• Initial impression of online presence.

Message Analysis (7 marks)

• Aim of the website.
• Website’s main message and call to action (how does the website get people to take action?).

Method Analysis (8 marks)

• Identification of current online strategy.
• Methods currently used to engage the audience.
• Effectiveness of methods used to deliver main message and call to action.

Strategic Recommendations (15 marks)

• Tactics not used but can be incorporated to deliver main message and reach out to audiences.
• Suggested changes and/or enhancements to current strategy.
• Suggestions to leverage on new and social media (for example local campaigns, influencer collaborations or transmedia marketing).
• Intended effects.

Conclusion (5 marks)

• Summary of key highlights of discussion.

Note: marks are deducted for a poorly written report due to inconsistent grammar, sentence construction, paragraphing, spelling and typo errors.

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