Course name: New media and business
Final Paper Instructions – New Media, Section NET, Spring 2022
As we proceed further into the term, we see more and more that businesses and institutions use multiple modalities of social media (including search engine marketing) to reach a wide audience. For this assignment, you have been hired by Brooklyn College to evaluate its use of these tools. In today’s virtual environment, these activities have become central to an organization’s communication objectives.
A. You have been asked to examine two specific tools – the Facebook page and Twitter account of (a) Brooklyn College, (b) another senior or community college of CUNY of your choice, and (c) NYU or Columbia (your choice).
You are to compare what each of these three universities does on these platforms, how they do it, their effectiveness, and what message they are sending (four questions for each tool at each institution).
Include the following information – how often there are posts from the university and from participants, who is posting in addition to the institution (students, faculty, alumni, administration, public relations, outsiders, etc.), what types of posts they are making, are responses being made to these posts, how many followers there are etc., etc. Use an outline or table format to easily compare the three institutions for most of the information in this question. Add text in paragraph format for information that does not lend itself to outline or table format. Be clear what question you are answering for which institution.
B. Explain and evaluate how each of these three universities uses search engine marketing. You can experiment with different queries. It is understood that you don’t have access to the internal statistics for each university. You should evaluate these tools and the types of search employed from the perspective of a “user.”
C. Overall, which of these three universities is doing the best job in utilizing these types of social media? How did you arrive at this conclusion?
D. What recommendations would you make to Brooklyn College to improve their use of social media? Be specific and make sure your suggestions are actionable.
Remember, you’re a highly paid consultant and want to show Brooklyn College how to improve their outreach so they’ll hire you for their next job.
Use outline or table format where you feel it helps present your information. Make sure you fully answer all questions. Your grade is based on content, not length. There is no minimum number of pages as length will vary based on your writing style, your use of tables, etc.