The Summer of Social Media
A Chronicle of Comm 4701, "Integrating Social Media," University of Denver, Summer Quarter 2010

Week 3 Assignment: Reputation Management on Twitter

As we have studied in Chapter 6 of our text, companies can and should track Twitter for mentions of their names and products, positive or negative buzz, and overall relevant trends reflected in content and tweet frequency. There are numerous search functions and dedicated platforms to facilitate such research and analysis, many of which are listed in Chapter 6. On the subject of companies monitoring Twitter, student Michelle Friends opened a discussion on Gatorade’s new Social Media Command Center, as reported by Mashable.

This week’s assignment was to select a company and assess its reputation management on Twitter. Students were advised to use the search function within Twitter or employ an aggregator site such as TweetDeck, Sideline, or Monitter.

In monitoring tweets for our chosen companies, we had to determine:

  1. Was the brand awareness predominantly positive or negative?
  2. Were brand attributes mentioned?
  3. How was the quality of the brand discussed?
  4. Do these conversations help or hurt brand loyalty?

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