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Research Outline

Prepared for Yuna P. | Delivered January 10, 2020

Social Media Banking Audit

Goals

Perform a social media audit for the past 12-18 months of the following companies: American Express, Chime, Square, State Farm, Nationwide, Progressive, SEB, Handelsbanken and Nordea. For each, for complete a spreadsheet with the following for their Facebook, Twitter, Instagram, LinkedIn and YouTube accounts: follower counts, post volume/frequency, and average engagements per post. Then, complete one Google slide per company that outlines top performing content, recurring content series and any big campaigns that showed up on social.

Early Findings

American Express

  • On Facebook, American Express has 7,955,879 followers and posts about once per day.
  • Engagement rate on Facebook was calculated using the five most recent posts, and comments and shares were given equal rate ((17 + 145 + 26 + 50 + 15)/5). American Express's average engagement rate on Facebook is 50.6 per post.
  • On Instagram, American Express has 397,000 followers and posts about two to three times per week.
  • The engagement rate on Instagram was calculated using the five most recent posts. Comments and likes were given the same weight, views were not included. ((1313 + 170 + 1537 + 1087 + 26)/5). American Express's average engagement rate on Instagram was 826.6 per post.
  • Information about American Express has been entered into the project spreadsheet.