Social Media Content Analysis – Module 4

As KDP states, “social media offers the opportunity to listen in on what the marketplace thinks of your brand,” and General Mills does just that with all of their social media efforts.

As we know, a SMCA consists of eight steps, including:

   1.     Find the Content

a.     As I’ve stated before, General Mills has a presence on all major social media outlets, including:  Facebook, Twitter, LinkedIn, YouTube, and more. The content is easily accessible from the majority of our webpages, and is easy to locate – as it should be.

   2.     Determine the Type of Conversation Taking Place

a.     For this question, I’ll quote a couple examples from each of the outlets listed above:

                                               i.     Facebook

1.     “Life made even more delicious thanks to Yoplait :)”

2.     “I have never made dumplings, but this makes me want to try! #LMDconnector”

                                              ii.     Twitter

1.     RT ‪@mccabetrisha Asked my 3-year old jax what he was thankful for... 'grandma, grandpa and rice chex.' I can't argue that. ‪@GeneralMills

2.     General Mills was honored to be recognized by Pres. Clinton for our Partners in Food Solutions work in Africa at ‪#CGI2012 this morning.^KP

                                            iii.     LinkedIn

1.     I’m currently working on global expansion of a key Human Resources system. I am a technical owner and responsible for the successful implementation of the application that supports all transportation activities, including processes to select the proper route, appropriate mode of transportation – truck, ocean, or rail – and the method we use to determine freight rates and carrier invoicing. 

                                            iv.     YouTube

1.     http://www.youtube.com/watch?v=MyHGLcEldpg&list=FL-416ZQNyLIvTsUijkSplIw&index=4&feature=plpp_video

   3.     Determine the Visibility of Your Brand

a.     I would argue that the overall brand message is immediate throughout most of these efforts – well within the first 25% of the majority, and carried throughout.

   

   4.     N/A

   

   5.     Determine Sentiment

a.     I would argue that Twitter and Facebook have been immensely successful in creating positive customer sentiment for our brands, products, and employees. However, I feel as though our YouTube efforts have fallen flat in this respect. As you may notice, the majority of our videos have only a few likes and virtually no comments.

I would recommend that GMI continue to leverage and expand its social media presence, especially YouTube. Start using the outlet as more of a marketing tool for product rather then simply conveying our messages of volunteerism and general goodwill. I feel like we’re under utilizing the medium, and could potentially generate more revenue if we widened our view a bit.