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Columbia Records

The document contains an agenda for analyzing Columbia Records' social media presence and traditional media coverage. It includes researching background questions, conducting a focus group and survey, performing a SWOT analysis, creating personas, analyzing memos, and summarizing findings. The social media analysis shows room for more engagement through TikTok and collaborating with artists. The traditional media analysis finds opportunities to increase coverage by providing journalists more frequent information.

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Ashley Feeder
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137 views13 pages

Columbia Records

The document contains an agenda for analyzing Columbia Records' social media presence and traditional media coverage. It includes researching background questions, conducting a focus group and survey, performing a SWOT analysis, creating personas, analyzing memos, and summarizing findings. The social media analysis shows room for more engagement through TikTok and collaborating with artists. The traditional media analysis finds opportunities to increase coverage by providing journalists more frequent information.

Uploaded by

Ashley Feeder
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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der & lily

ee pr
F
ey es
l s
h o
s n
A
AGENDA background
research questions
FOCUS GROUP
SURVEY
SWOT
PERSONAS
MEMO ANALYSIS
SUMMARY
CONTACT
Aretha Franklin

COLUMBIA RECORDS:
BACKGROUND
harry styles

Columbia Records was founded in 1888 by Edward D. Easton and

a group of inventors after evolving from the American

Graphophone Company.
bruce springsteen

It is the oldest brand name in recorded sound and was the first

record company to produce recorded records.

Its modern name is derived from the District of Columbia, where

AGC distributed its products.


RESEARCH QUESTIONS:
How aware are people of artists' record

1
labels?

Does Columbia Records promote diversity,

2 equality and inclusion within their

communications?

What are the consistencies and

3
inconsistencies across both social and

traditional media?
Survey:
key findings
91% 91% 92% 54%

Don't have a
Believe TikTok has Do not pay Use music
favorite
impacted how attention to If an streaming
record label
artists promote and artist is signed to services
create music an independent or
major label
I think diversity (in the music industry) has increased

heavily in recent years in the U.S. There is always room

for improvement, but I am not particularly unsatisfied. I

think women and minorities have been charting much

more than they used to, and I think this will continue to

increase over the next few years.

–FOCUS GROUP PARTICIPANT


SWOT analysis
Strengths Weaknesses
Diversity/equality on
"New Music Friday”

social media posts do not perform

well
Brief mentions in

traditional media IG feed is not cohesive

or aesthetic

Brand awareness is low

Threats Opportunities
Instagram Story highlight
TikTok account
capability
Social media trends
Collaborate with popular

artists on social media

Press release coverage


Personas

Grace Gomez, 24 Jeremy Pederson, 29


Los Angeles, California New York, New York
social media analysis
TRADITIONAL media analysis
columbia records
summary
SOCIAL MEDIA traditional
Music labels are not of interest to
Feed journalists more frequent

the audience, shown in Columbia


information to increase traditional

Records’ and competitors'


media coverage
engagement. Increase press releases and

The label could be doing more too


spokesperson quotes by meeting

increase engagement, like utilizing


with journalists more often
TikTok more efficiently and
Discuss artists, streaming, TikTok,

collaborating with its signed artists


the future of the company, and the

on social media long history


COntact
Information
Phone:
Ashley: 602-501-9296
Lily: 928-533-0191

Email: [email protected]

LinkedIn:
https://www.linkedin.com/in/ashleyfeeder/
https://www.linkedin.com/in/lilypresson/
QUESTIONS?

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