Date of Award
7-2018
Document Type
Thesis
Degree Name
Master of Science (MS)
Department
Arts and Communication
First Advisor
Heidi Hatfield Edwards
Second Advisor
Youngju Sohn
Third Advisor
Scott Benjamin
Fourth Advisor
Robert Taylor
Abstract
This design project provides Groundswell Startups with a set of suggestions for its communication strategies based on a communication audit. The suggestions are based on marketing and communication literature, as well as, research conducted with internal and external members of Groundswell’s community. Qualitative research methods like a social media content analysis along with a focus groups and interviews were utilized to conduct the audit. The social media content analysis explores analytics features provided by Groundswell’s different platforms: Facebook, Twitter, and LinkedIn. The intent behind the communication audit and following suggestions is to support Groundswell in shaping a go-to high tech business incubator brand using social media and organizational events to promote such an image and identity.
Recommended Citation
Janakat, Abeer, "Communication Audit for Groundswell Startups" (2018). Theses and Dissertations. 192.
https://repository.fit.edu/etd/192