Date of Award


Document Type


Degree Name

Master of Science (MS)


Arts and Communication

First Advisor

Heidi Hatfield Edwards

Second Advisor

Youngju Sohn

Third Advisor

Scott Benjamin

Fourth Advisor

Robert Taylor


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.

Included in

Communication Commons