SOCIAL MEDIA AUDIT GROUP PROJECT- Japneet Singh docx

3 CHAPTER 1-INTRODUCTION 1.1 INTRODUCTION In this current era of digitalization, where smartphones and laptops are man’s new companion and where the effect of social media keeps increasing extensively, every business, especially the competitive ones like restaurants and cafés, makes use of Social Media to keep in touch with customers and learn more about consumer behaviour. Social media has completely changed the way businesses interact and connect with consumers, as Facebook, Instagram, Twitter, TikTok and other social platforms become a communication channel between businesses and millions of potential customers irrespective of their physical locations. They help businesses to develop meaningful and emotional connections with their audiences, instill brand loyalty, and increase customer acquisitions. For business owners, staying enlightened on how to leverage social platforms as a tool marketing and advertising is of optimum importance. As such, the Social Media Audit of Foxies Bakeshop , a beloved medium-sized local bakery nestled in the heart of Toronto, assumes paramount importance. This audit aims to delve deep into Foxies Bakeshop's social media strategy. 1.2 ABOUT FOXIE BAKESHOP Nestled in the heart of Toronto, at Number 669 Mount Pleasant Rd, Foxies Bakeshop has become well known for its handcrafted pastries, yummy desserts, and unrivaled hospitality. Founded as a result of passion by sisters Carly and Jessica, the journey of Foxies Bakeshop transcended from an online business on the 8th of November 2018 to the establishment of a brick-and-mortar storefront on the 21st of May 2022. 1.3 RATIONALE FOR TOPIC SELECTION AND AUDIT OBJECTIVES FIRSTLY, let's establish the fundamental definitions of an 'Audit' and a 'Social Media Audit.' In a business context, an ‘Audit’ is a means of assessing some aspect of a business in an independent and comprehensive manner, to either appear transparent or to provide an inspection for recommending changes in order to mitigate potential risks. A ‘Social Media Audit’, more specifically, is a subset of audit concentrated on examining a business’s or a brand’s social media presence through social media platforms to see where improvements can be made and the potential risks and issues. SECONDLY, the rationale for Topic Selection which is Social Media Audit with a Medium- Sized Local Business using Foxies Bakeshop as a case study is explained below: ENHANCEMENT OF MARKET RESEARCH SKILLS: By selecting the topic of Social Media Audit for our project, we aim to improve our proficiency in market research.

6 LinkedIn: https://www.linkedin.com/in/foxies-bakeshop-jessica-and-carly-b5b68b251/ On Foxies Bakeshop's LinkedIn page, a community of 162 followers and 154 connections engages with content featuring the owner's personal image rather than the brand logo.. 2.2 TOOL SELECTION The primary tool selected for data analysis will be Microsoft Excel. Calculating the values of averages, percentages, and trends is just one of the many features and operations available in Excel, a flexible spreadsheet programme. Excel also made it possible for the creation of graphs and charts, which effectively visualise data. 2.3 CRITERIA FOR ANALYSIS The analysis on social media pages will encompass various criteria to gain insights into the online presence and engagement. This includes metrics such as: • Likes: Quantifying the popularity of posts or content. • Shares: Measuring the extent to which content is shared, indicating its reach. • Comments: Measuring the rate of interactions between the customers and Foxie Bakeshop. • Views: Aggregates the number of time visitors watch or engage with digital Content. The calculation of the overall engagement rate involves combining likes, shares, views and comments. We will compare the social media study results with the performance of a rival in the same industry. Providing background information and insights into the social media strategy's effectiveness in relation to business norms is the aim of this comparative analysis. Key areas of focus may include: CHAPTER 3-FINDINGS AND ANALYSIS 3.1 OVERVIEW The Social media audit of Foxies Bakeshop includes a comprehensive assessment of the Bakery’s performance across major social media platforms including, Instagram, Facebook, Tiktok and Linkedln. The following sections present the findings and analysis derived from the audit, focusing on platform and Data analysis, sentiment analysis. 3.2 PLATFORM AND DATA ANALYSIS INSTAGRAM

9 TIKTOK Foxies Bakeshop’s Tiktok page boasts a remarkable engagement rate, through its Views, although their likes, shares and comments are relatively low. The 8 months’ worth of Analysis from July 2023 to February 2024 gained a total of 1,769 Customer Engagement Rate using the Formula [(#likes+#comments+#shares+views)*100]/#Total Number of Followers. Where total Number of likes for the 8 months under consideration is 180, Total Number of Comments is 8, Total Number of shares 8, Total Number of Views and Total Number of Followers is 387. Below is the Graphical Representation of the data analyzed; MONTH TOTAL LIKES TOTAL COMMENTS TOTAL SHARES TOTAL VIEWS JULY 0 0 0 0 AUGUST 43 4 4 2688 SEPTEMBE R 0 0 0 0 OCTOBER 38 1 4 1755 NOVEMBE R 0 0 0 0 DECEMBE R 99 3 0 1644 JANUARY 0 0 0 0 FEBURARY 0 0 0 0 TOTAL SUM 180 8 8 6087 JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBURARY 0 50 100 150 200 250 300 FACEBOOK CER TOTAL SHARES TOTAL COMMENTS TOTAL LIKES

12 Establishing a consistent posting routine can enhance visibility and engagement, and leveraging the Reels feature further could capitalize on the audience's enthusiasm for dynamic content. FACEBOOK: While the branding across platforms is aligned, the engagement on Facebook remains relatively low. A lack of a consistent posting schedule and the need for diversified content strategies are apparent. Implementing a more structured posting schedule and exploring different types of content could stimulate greater interaction and community building on Facebook. TIKTOK: Foxies Bakeshop's TikTok engagement is impressive, especially considering the relatively low frequency of posts. A strategic and consistent posting schedule on TikTok could further amplify the bakery's impact within the dynamic TikTok community. Capitalizing on the substantial engagement potential of the platform is crucial. LINKEDIN: No data was extractable from Foxies Bakeshop's LinkedIn account, indicating a potential area for improvement in terms of professional visibility. Creating and keeping up an active profile on LinkedIn may improve the bakery's contacts and professional image. 4.2 IMPLICATIONS AND RECOMMENDATIONS POSTING CONSISTENCY: In social media, consistency is essential. Establishing a consistent publishing schedule across all platforms—Facebook, Instagram, and TikTok, among others—can increase exposure, sustain audience engagement, and promote a more dependable online presence. DIVERSIFICATION OF CONTENT: Analysing other content types, such interactive postings, client testimonials, and behind-the- scenes videos, could spice up the social media approach. Diversification can boost overall engagement by accommodating the preferences of various audiences. RESPONDING TO COMMENTS: Addressing customer comments and questions promptly can enhance the brand's responsiveness. Establishing a dedicated protocol for responding to comments on social media platforms, including acknowledgment and resolution of concerns, contributes to a positive customer experience.