Digital Strategies Used by disney. concentrate on the ability of the organization to engage with its external audience. Look for evidence that their use of social media is a part of a two-way interaction and not just using social media for a one way transmission of corporate communication. Researching the Digital Strategies Used on a Corporate Website
Requirements: Present your findings in a research paper format. You may use charts to display some of your findings. The paper should be about 9-11 pages doubled-spaced, size 12 font, and use APA. Cite your sources and provide the link for the websites in the reference section.
1.Choose an organization or business to research. You can use an NPO or corporation.
2.Research the following:
a.History of the organization/business
b.Leadership (founder/current) issues
c.Mission statement
d.Vision
e.Motto
f.Reputation
g.Corporate social responsibility
3.What is the purpose of the organization/business? What is the product? Who are their target customers?
4.Does the organization operate on a community, state, nation, or global basis? How does that impact its communication?
5.What issues/crisis situations are they facing or likely to face?
6.Commercials/Ads on YouTube: How does this organization present itself?
7.Online communication strategies as seen in the organization?s official website:
a.First Impressions: like/dislike? Ethos. Do you trust the information?
b.True to the brand?
c.Use of logo and colors
d.Display of mission/vision statement?
e.Purpose of website? Inform, persuade, sell, educate, recruit, involve visitors
f.Target audience of web site
g.Interactive? Involving the visitor
h.Use of social media: Blogs, Facebook, Twitter, Pinterest, etc.
i.Use of videos
j.Link for visitors to comment or ask questions (interactivity)
k.Link for additional information on an issue (product recall or other issue)
l.Links related to a problem the company is experiencing
m.Links to partnership with others in CR efforts
n.Links to CR or sustainability efforts
o.Links to Financial Reports/Investor Relations
p.Link to annual report
q.Others (e.g., websites in other languages)
8.Evaluation/Using the text:
A.What is the company/organization doing well to communicate who they are and what they do using digital media?
B.What areas on their website need improvement?
9.Final Thoughts: What did you learn from your digital analysis about how organizations are using their official website and other media to communicate?
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