For Prof. Nixon’s PRCA 4330 Public Relations Research Class:

This assignment gives you an opportunity to learn how to monitor blog and other social media content in a way that provides similar insight offered by more traditional environmental scanning methods.

Many people will discuss your client or organization and its products/services on their own Web sites or on social media sites, outside of realm traditional media. Just as it is important for you to know what the media and your community are saying about your organization and its products/services, it is important to know what is being said in social media sites like blogs, social networks, and message boards. For this assignment, you will

  1. monitor the online conversation that has occurred about an organization or brand of your choosing since November 1, 2009
  2. create a table for your data
  3. write an analysis of the conversation with suggestions for action.

You might find bloggers who are blogging about your client organization or brand, people who are creating Web sites about it, message board members who are discussing it in forums, Twitter users who are twittering about it, social networking users who are commenting about it, or online video producers who are posting YouTube videos about it.

Let me know by November 15 how you choose to complete the project (individual or in pairs) and which organization you are choosing using this Google spreadsheet. NOTE: The first person (or pair) to “claim” a Fortune 500 company “gets” the company. No duplicates, please.

For details on the report, see below.

Social Media Monitoring Report

Many thanks to Kelli Burns, from University of South Florida, for allowing me to slightly modify a project posted at her Social Researcher blog.

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18 Responses to Social Media Monitoring Report :: PRCA 4330

  1. Nice assignment, and glad to see that our post about Social Media Monitoring is being used as a resource!

  2. Meghan Callahan says:

    I am changing mine to Home Depot as Johnson and Johnson was pulling up too many hits for people named Johnson

  3. Meghan Callahan says:

    Johnson & Johnson

  4. Victoria Greene says:


  5. Evelyn Saunders says:


  6. Jessica Cameron says:

    Time Warner

  7. Micaela Carter says:

    I decided to do McDonalds as my media monitoring choice rather than D.R. Horton, because everything about D.R. Horton was repetitive.

  8. Micaela Csrter says:

    I decided to do McDonalds rather than D.R. Horton, because everything about D.R. Horton was repetitive.

  9. Sheila Cost says:

    I changed my mind.. i have chosen At&T.. so someone else can pick Pepsi .. if u want..

  10. Maranda Butler says:

    polo ralph lauren

  11. Sheila Cost says:

    I have chosen Pepsi..

  12. Amy Gemmel says:

    I will do General Electric.

  13. Marie Walker says:

    I have signed up for Wal-Mart Stores.

  14. I have signed up to do Apple.

  15. I will be doing The Walt Disney Company

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