Objective The purpose of this project is to demonstrate your understanding of the following course concepts:

1. How companies use digital and social media to effectively communicate ideas, information, arguments, and messages to achieve a specific goal. 2.How digital media has transformed the communication of an idea, information, and arguments in society.

Project Description The use of digital media has transformed how companies communicate with their customers. The use of the websites, YouTube, e-books, e-mail and various forms of social media such as Facebook, Twitter, Pinterest, Snapchat, Instagram, and blogs has shaped current day communication strategies.

SECTION 1: COMPANY INFORMATION Provide the following information about the company you select: Item 1: What is the name of the company? Item 2: What year was the company established? Item 3: What is the company's goal or mission? Item 4: What products and services does the company offer or provide? Item 5:Provide the company website address (URL). Item 6:How many employees does the company employ? Item 7:Where is the company's headquarters located? Item 8:What are the company's most recent earnings? Section 1 Example: The Henkel Company To help you with completing Section 1, an example is provided below: "...Henkel was founded in 1876. People around the world trust Henkel's innovations, brands, and technologies. In the fiscal year 2016, the company reported sales of approx. 18.7 billion euros and an operating profit of around 3.2 billion euros (adjusted for one-time gains/charges and restructuring charges). The DAX-30 company has its headquarters in Dsseldorf, Germany. Henkel employs more than 50,000 people worldwide, over 80 percent of whom work outside of Germany. Henkel is thus one of the most international German companies..."

Henkel. (2019). Company Profile. In Company Profile. Retrieved 1/15/19, from https://www.henkel.com/press-and-media/facts-and-figures/company-profile

SECTION 2: DIGITAL AND SOCIAL MEDIA USE How does the company use Digital and Social Media to communicate with their customers?

Item 1: List all of the digital and social media platforms the company uses to communicate with customers (including websites, YouTube, e-books, e-mail and various forms of social media such as Facebook, Twitter, Pinterest, Snapchat, Instagram, and blogs). Item 2: Describe how the company uses EACH digital and social media listed in Item 1 above to achieve its goals or mission.

SECTION 3: ANALYSIS Provide an example of how the company uses digital and/or social media to accomplish an objective (e.g. to address a serious public relations issue, promote a cause, market a product, achieve a strategic advantage by using Big Data, or promote an event).

Item 1: Describe the situation or example in detail. Item 2: How successful was the company in accomplishing the objective? Support your answer with reference (s). Item 3: List one thing the company could have done better to accomplish their objective. Be sure to focus on the use of digital or social media here. Item 4: If you decide to discuss the company's use of Big Data to achieve a strategic advantage, does their use of Big Data concern you as a potential customer? Why or why not? To help you with completing Section 3, we have provided two sample topicsbelow: Section 3 Example 1: Target's Data Breach Target's December 2013 data breach was a public relations nightmare, but the company responded swiftly over social media, posting safety guidelines on Twitter and keeping an open dialog with its aggrieved customers.

Section 3 Example 2: Target's Use of Big Data Target is renowned in the industry for its data collection practices. Target maintains a customer relationship management database which includes information from in-store purchases (they link all of your purchases to a unique customer identifier) and data they collect externally (e.g. data from Facebook and other sources). Combine the two data streams and Target can predict, with a high degree of certainty, what your gender is, where you live, how far you travel to work, your relationship status, and they can even tell if you are pregnant and if so when you are due. The amount of money spent each year on pregnancy-related purchases is tremendous. In efforts to win the market share in this profit area, Target has hired a team of statisticians to perform predictive analysis. The goal, in this particular situation, is to predict which women are expecting (or soon to be), without asking them directly, by analyzing their purchasing behavior (e.g. cribs, baby clothes, prenatal vitamins, etc.). This way Target can "target" this particular demographic (with coupons, discounts, and other offers) very early, thus getting a jump on the competition.