For the purposes of this project, the company/organization can be any of the following: company/organization for which you currently work. The A company/organization for which you have worked in the past. A company/organization for which you would like to work in the future. Instructions: Visit the company/organization website. Explore the content of the website, taking note of the photos and images on the site, the phrasing and text on the site, and the types of people (if any) shown on the site, as well as other content on the site such as articles, event listings, or blog posts. Drill down beyond the site landing page by clicking on the site menu to explore products or services for sale (if any), and how site visitors might transact with the company/organization, such as by making a purchase or requesting information. After you have fully explored the website, answer the following questions. 1. What is the brand promise or brand slogan? If there isn't a clear brand promise or slogan, offer your own brief description of the brand. Consider how the brand strives to differentiate from competitors or similar brands by creating a specific brand identity and position in the market. 2. How does the content on the website bring the brand to life? Consider the images, text, stories, etc., and why you think these were chosen. Next, search YouTube or a search engine like Google to find videos or commercials created by the brand (i.e., not user-generated videos). View a selection of these media to get a sense of how the brand is portrayed. Consider the types of user experiences shown in the videos, or the narratives or stories that the videos illustrate. After you have viewed the brand's video media, answer the following questions. 3. How does the video media convey the user experience? What do the brand's marketers want you to think or feel after watching the videos? 4. How do the videos communicate the brand promise or identity? Consider the story elements, chosen imagery, chosen format (e.g., humor or excitement), etc. Finally, visit one of the social media channels used by the brand. You might find links to these channels on the brand website as social media buttons, usually placed at the bottom of the landing page. Explore the content on the social channel(s) both the brand's content (videos, pictures, comments, etc.) and user-generated content (user pictures, comments, etc.). Take note of how users are engaging with the brand by liking, commenting, and sharing content. After you have explored the brand's social media channels, answer the following questions. 5. How is the brand portrayed on social media channels? What social content stands out to you as best symbolizing the brand? What content do the brand's followers seem to be responding to the most? 6. What are the commonalities between the brand's social media content and the content you explored on the website or on the video channels? What are the differences? 7. Can you identify ways in which ways the social media marketing is integrated with the brand's marketing on other channels (e.g., on the brand's website or video channel)? 8. What conclusions can you draw about the brand strategy from the social media channel and content choices you examined? How important do you think social media marketing is to the brand, and how is the brand using social media to support marketing strategy?