You should also look at things like the analytics from the individual social media platforms.
Here you get to see my Twitter analytics from April 2020.
and the University Daily Kansan's Facebook Insights from July.
A couple of other tools, seen below, are Keyhole and Mention. And there are many other tools, although many of them have fees for use.
Mention has a free limited-access plan that you could set up for Brief 3. And one benefit of the companies that sell this service is that they will also help you learn about the process.
You can also find more resources on Joy Mayer's website (even though it's directed toward journalists, there are links to tools that will help strat comm majors, too).
Plus the Public Relations Society of America has a link to download an ebooklet on social media listening.
For brief 3 in J302, what you need to do is pick two different social media platforms and look back for at least two months to show how your product/service is branding itself and what the public is saying about it.
ALSO, REMEMBER, YOU NEED TO EVALUATE THE SOCIAL MEDIA, TOO. (FOR BRIEF 3, JUST EVALUATE THE BRAND'S POSTS ITSELF.) USE THE REGULAR CUES, LIKE PUBLISHER, ETC. AND ALSO LOOK AT SOME OF THE EVALUATION FACTORS FEATURED IN AN EARLIER VIDEO THIS SEMESTER ON FAKE NEWS.
J302 VIDEO ON FAKE NEWS AND PROBLEMATIC SOCIAL POSTS
— Gerri Berendzen, J302 Instructor, KU School of Journalism and Mass Communications