Content Analysis Project

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For this project, you are a new social media intern for a fashionable bag company, Buhi Bags.
You are tasked with figuring out what types of social media posts are the most effective for getting views, likes, shares, comments, etc. Note that what type of post works best on one platform may not work as well on an alternate platform.
In order to determine the most effective posts, you will be doing some analysis on the posts of one of Buhis biggest competitor, Herschel Supply Co. You will focus on their Facebook and Instagram accounts. You will look at a month’s worth of posts, and record engagement in the provided spreadsheet. This spreadsheet will help you aggregate the data, so you can do an analysis on what posts were most effective. You will then write up an analysis on your findings.
You should include the following information:
  • What did you learn from analyzing the posts?
  • What trends did you notice?
  • Does the caption have any effect on how people interact with the post?
  • Do some posts perform better in certain areas than other posts?
  • What suggestions do you have for the Buhi content manager for future posts?
  • Any other information you may deem important.
  • You should include screenshots and gathered data to support your analysis.
The linked Google Sheet below contains more directions, and contains a template that you will use record the types of posts you find, and the corresponding views, likes and comments. There is even an example of another students write-up for reference.
NOTES ABOUT THE SPREADSHEET
There are 7 tabs in this spreadheet: 
  • Instructions — you should read carefully
  • FB Dashboard – this tab you cannot edit. This is the tab where all of the data input into the FB Template tab is aggregated. This is the tab you use to do the analysis of how the company preformed on Facebook. 
  • IG Dashboard – this tab you cannot edit. This is the tab where all of the data input into the IG Template tab is aggregated. This is the tab you use to do the analysis of how the company preformed on Instagram.  
  • FB Template – on this tab you will record how Hershel Supply’s posts preformed on Facebook. You will look through a month’s worth of posts, and record the type, category, number of likes, etc. Note that the colums in yellow have drop-down menus from which to choose the appropriate choice. You should record a month’s worth of posts. 
  • IG Template – on this tab you will record how Hershel Supply’s posts preformed on Instagram. You will look through a month’s worth of posts, and record the type, category, number of likes, etc. Note that the colums in yellow have drop-down menus from which to choose the appropriate choice. You should record a month’s worth of posts. 
  • FB/IG Glossary – these tabs provide examples of each of the categories so that you can annotate the posts properly. 
Access the assignment: The spreadsheet is available both as a Google Sheet or an Excel file (attached). I recommend using the Excel file if you have access. The Google sheet is here: attached