Distinct elements
This can be tricky as there are two distinct elements: who their audience currently is – that is, who are their followers, listeners, subscribers, etc AND who is their ideal or imagined audience: this includes the people they are aiming at reaching, even if they have yet to be successful in gaining their attention. In your presentation, you need to give us as much relevant information as possible about these groups of people. You will need to do independent demographic research using the web and/or library resources in addition to checking out current followers/subscribers.
Explain their content strategy.
Describe their posts. What kinds of content do they post? Describe it in as much detail as you can. For instance, what hashtags are they using? Do they use certain color schemes or have a particular aesthetic? How often do they post? Does it happen at particular periods of the day or week? Do they have regular collaborators? Do they typically tag others?
How do they moderate their posts, if applicable? Do they engage with their followers? How?
Different platforms and content will suggest different questions, but the point is that you should have a lot to say about what they are doing.
Additionally, you must explain their actions – that’s their strategy, as perceived by you. This is an extra step. You might say of me, “Laura ran 3 times this week. Here’s how far/fast she ran and where she ran.” That’s a good description of my running activities. But your presentation will need to explain this account’s activities a step further than mere description and move into strategy/analysis: “perhaps Laura is training for a half marathon with a combo of …. Because…”
Stats and Metrics
Give an overview of the account’s measures of engagement as they currently stand. You’ll want to provide as much detail as possible, though what you should provide will obviously depend on the chosen platform and how much access to the numbers you have. For instance, if you select an Instagram account, you’d want to give an overview of the number of followers, the average number of likes per post over at least the last two weeks along with the range, the number of comments, etc.
Forward-Looking Advice
Given what you’ve examined in the previous sections, this is your opportunity to provide forward looking advice and critical analysis of the account or profile overall. Given the goals of the account or profile, what do you see working well and importantly how could the account better realize its goals?