Date of Award
Master of Science (MS)
Arts and Communication
Heidi Hatfield Edwards
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.
Janakat, Abeer, "Communication Audit for Groundswell Startups" (2018). Theses and Dissertations. 192.