This Murdoch University Social and New Media written report (40%) asks you to audit one live website, with Ben & Jerry’s Singapore suggested as the example. You judge the brand’s first impression online, decode the site’s main message and call to action, evaluate its digital strategy and engagement tools, and then recommend new and social media tactics with clear intended effects.

Topic 1

Choose a live website (corporate, professional organisations, civic groups, consumer goods, professional services, SMEs) and conduct a critical analysis which covers but is not limited to the following key areas: impressions on online presence, message analysis, and method analysis. Then, provide strategic recommendations based on your findings.

Report Format and Marks

Introduction (5 marks)

• Overview of the company.
• Initial impression of online presence.

Message Analysis (7 marks)

• Aim of the website.
• Website’s main message and call to action (how does the website get people to take action?).

Method Analysis (8 marks)

• Identification of current online strategy.
• Methods currently used to engage the audience.
• Effectiveness of methods used to deliver main message and call to action.

Strategic Recommendations (15 marks)

• Tactics not used but can be incorporated to deliver main message and reach out to audiences.
• Suggested changes and/or enhancements to current strategy.
• Suggestions to leverage on new and social media (for example local campaigns, influencer collaborations or transmedia marketing).
• Intended effects.

Conclusion (5 marks)

• Summary of key highlights of discussion.

Note: marks are deducted for a poorly written report due to inconsistent grammar, sentence construction, paragraphing, spelling and typo errors.