What are their goals? Again, raising engagement is NOT the relevant goal. What big picture value or aim drives what they do such that it could be indirectly measured by those stats?

Digital Media Analysis Mini-Project

This mini-project asks you to select a digital media account or profile of your choice and do an in-depth analysis of their audience and content strategy to provide an estimate of their engagement metrics and successes , and forward-looking insights into what is working well and what the account or profile could do to improve engagement.

Your overarching goal is to say smart and informed things about​ your chosen piece of digital media, where “smart” is about your own powers of insight and​ observation and “informed” tracks your ability to connect those to relevant professional and scholarly discussions of media, digital culture, and technology more generally.

Here are the details:

Pick a digital media account or profile of your choice.

Pick an established media account or profile that allows some access to followers, views or applause rates, or other ways for an outsider to do a rough tracking of online mentions and presence. You have lots of leeway in terms of what you choose: a podcast, an Instagram account, a TikTokker, a Twitter account, etc. Blogs or websites are poor choices unless they have associated social media accounts with some visible numbers.

Don’t pick something like, say, Vox. That’s a good example of a digital media company. But they have too many distinct channels with different subgoals for you to do a good job of deep analysis. You could, however, pick something like Ezra Klein’s podcast from Vox as long as the goals are relatively narrowly defined.

Since you’ll have to dig deep into the account’s content, it’s a good idea to pick something that interests you and which you feel relatively well equipped to analyze. The more familiar you are with the content and the platform, the more useful the exercise will be for you both now and in the future.

● What are their goals? Again, raising engagement is NOT the relevant goal. What big picture value or aim drives what they do such that it could be indirectly measured by those stats?

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