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Take a look at my group project in Comm 476, where we did a Social Media Campaign Pitch Presentation about the Apple Watch Future of Health Campaign.
For this assignment, we evaluated the Apple Watch Future of Health Campaign. A campaign launched to promote living a happy and healthy life by taking your health into your own hands. We started by evaluating the platforms and channels that the Apple Watch the Future of Health Campaign was on, what content they released on these different platforms and channels, and whether it was effective. We also evaluated the goal and target audience of the campaign, which was to target specifically older individuals with preexisting conditions or fitness individuals trying to take charge of their health during the pandemic. We also reviewed the message of the content we saw surrounding this campaign, which was primarily inspirational, empowering, and health-conscious messages or those wanting to spread Health Awareness. We then discussed the reason behind wanting to research this campaign which was because most, if not all, have Apple watches, and it was interesting to learn about how Apple products which had primarily been used for pleasure and business, were expanding into the health area. We wrapped up our presentation with some areas we felt that Apple could improve its campaign. Some thoughts we had were that apple could make more platform-specific content for their campaign to reach more audiences; this was because we felt that apple reused the same advertisements on many different platforms and lacked variety. We felt Apple should also make different ad materials for TikTok, Facebook, and their website. We felt that, most likely, the reason Apple lacked such variety was because of its already dominating role in the technology world. Most likely, Apple did not feel the need to focus all its efforts on advertising because people would buy the watch anyways solely because it was an Apple product and because of the firm reputation Apple already had developed. However, as more competitors enter the health market, Apple will eventually need to showcase its value over other products. Hence, at some point, when they are making future campaigns, they should follow social trends, utilize hashtags and get their real users involved in the campaigns. They can do this through testimonials and real-world stories of the Apple watch's impact on different individuals' Health or with stories about the watch and how its health data may have saved different individuals' lives. With this being said, we also believe Apple should make more of an effort to use the data they collect instead of just collecting it. This means they could send the data to be used in medical research so that it can make a larger long-term impact.
Take a look at my group project in Comm 476, where we did an internal and external audit of Zeta Tau Alphas' social media presence.
For this project, we did an internal and external audit of Zeta Tau Alphas' social media platforms. For the internal audit, we evaluated Zeta Tau Alphas Internal communication, which includes communication through GroupMe, Facebook, and email. We did a personnel and team analysis, which meant we took a look at their social media chair and team. We looked at their social media education and mentorship, which included weekly meetings and big sisters. We looked at their diversity, equity, and inclusion statement paying close attention to their social media diversity equity and inclusion statement, and then we also looked at the member social media policy, which is a required contract for every Zeta Tau Alpha member. Then we took a look at the Brand Voice for Zeta Tau Alpha which was friendly, inclusive, and authentic.
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For our External audit of Zeta Tau Alpha, we evaluated the platforms on which Zeta Tau Alpha posted content and the type of content they posted on each. We evaluated some of the campaigns they have run on social media, such as Big Man on Campus and Recruitment campaigns. We evaluated their influencers, their Diversity, Equity, and Inclusion statement, their brand voice, the content creation strategy their team utilized, and the analytics and demographics of their followers, which was primarily women in their 20's that either went to Texas A&M University lived in College Station or were in a sorority. The last thing we did was evaluate the strengths and weaknesses of the internal and external audit for Zeta Tau Alpha.