Assignment
Some of the most successful brands seen in social media aren't really brands at all, but are the individuals and musical groups you see above. For this assignment you will select one of the listed musicians and analyze their use of social media in order to discern their strategic purpose. I ask you to focus on the following:
• an analysis of their message to determine objectives and purpose
• a determination of which aspects of their message are most successful in terms of meeting any perceived strategic objectives/purposes Musicians on social media have many fans, but music is a business like any other. It is premised upon selling a product (recorded music, concert tickets, licensed products like clothing, fragrances etc.).
• How does the targeted musician or musical act use social media in order to meet strategic objectives?
• Are these objectives reproducible by other businesses? Why or why not?
That's the goal of this project.
Note: The artists are permissible. They include Taylor Swift, Miley Cyrus, Gwen Stefani, Justin Bieber, Luke Bryan, Ne-Yo, Lady Gaga, Pitbull, Rihanna, Ariana Grande, Katy Perry, 50 Cent, Jennifer Lopez, Snoop Dogg, Blake Shelton, Joey Bada$, Shakira, Nicki Minaj, Wiz Khalifa, Maroon 5, Meghan Trainor, Miranda Lambert, Pharrell Williams, Sam Hunt, and Little Big Town. Any other artist of interest not in this list - must be approved by the instructor.
Assignment Guidelines
Your report should be written as a business report, not an academic paper! That means incorporating a heavy use of headings, charts, bullet points, screen shots and easy to scan for specific information. The reports should be structured in the following way and include the information listed. Please use the following formatting guidelines:
Include relevant screen shots and reference information, and follow the outline below:
1. Introduction and background
1. Briefly describe the musician as a business
2. List major accomplishments (years active, sales from recordings, sales from live performances, licensing deals, other sources of income like fashion, fragrances etc.)
2. Social Media Integration
1. Overall summary of existing presence on social media; How long, how active, which platforms, numbers of fans, followers etc. You should check and report their presence on Facebook, Twitter, Instagram, YouTube;
3. Social Media Strategic Analysis
1. After an analysis of each of the above platforms and the musicians use of them, determine what their strategic objectives are and why you think this is the case.
2. Strategic objectives should ideally be business related. You should uncover at least 3 strategic objectives.
4. Short Term Goals and Tactics
1. Analyze how the musician achieves those objectives on each platform (Facebook, Twitter, Instagram, YouTube). Specifically list the tactics employed on each platform.
5. Conclusion & Recommendations
1. Summarize how successful you think this musician is on social media generally. Which platform specifically are they most successful? Why? How does this fit in with their strategic objectives? Make at least 1 strategic recommendation and 2 tactical ones that will support it. The strategic recommendation should be fairly broad, but again, business related; The tactical ones should represent the specific actions (posts, content, etc) on actual platforms (Facebook, Twitter, Instagram etc.)
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.