MODULE 3 | LESSON 1

Engage an Audience
on Social Media

In order to engage your audience on social media, you must first understand
them. Then you must offer them something of value and engage them in a
conversation. In this project, you will research how some brands accomplish
this on social media. You will also put yourself in the shoes of a marketer and
come up with a few ideas for content that could engage an audience online.
Unit 1 | Build a Social Media Presence

Take-home assignment
INSTRUCTIONS

Select a brand you like. It can be a large consumer brand, a local business or a
business-to-business brand.

01
For this brand:

A. Find three ways in which the brand was able to engage people on social
media with content. This could be video content, images or text.

B. Describe what made this content engaging.

C. Find three examples of interactions the brand has with its audience on
social media. These would be examples of where the brand communicates
with individuals. For instance in comments and reactions.

D. Evaluate the interaction. Do you think the brand responded in the right
way? Why or why not?

Engaging content on social media:

Choose a brand you like. Find three different examples of engaging content the brand
Unit 1 | Build a Social Media Presence

shared on social media (for example, Facebook posts, Instagram posts, Pinterest
posts, Tweets). Copy and paste the three examples in the left column.

Example 1 Describe what made this content engaging.

(copy and paste)

Example 2 Describe what made this content engaging.

(copy and paste)

Example 3 Describe what made this content engaging.

(copy and paste)

Interactions on social media:

For the brand you chose, find three different examples of interactions the brand had
with people on social media (for example, comments on Facebook, reactions on
Unit 1 | Build a Social Media Presence

Twitter, etc). Copy and paste the three examples in the left column.

Example 1 Do you think the brand responded in the right way? Why or why not?
(copy and paste)

Example 2 Do you think the brand responded in the right way? Why or why not?
(copy and paste)

Example 3 Do you think the brand responded in the right way? Why or why not?
(copy and paste)
Unit 1 | Build a Social Media Presence

Rubric

Meets expectations? (Y/N) Additional

Objective feedback

Student can spot examples of

engaging content on social
media.

Student can adequately

describe what makes a piece of
content engaging on social
media (entertainment,
informational, educational or
promotional value)

Student can find interactions

on social media between a
brand and a person.

Student can adequately

describe what made an
interaction successful
(acknowledgement, apology
when appropriate, one-on-one
solving of the issue or brand
empathy).