Social Media Content Analysis

For this blog I must select a company and conduct a social media content analysis. I chose Jeep Wrangler for this assignment.

I conducted a content analysis for Jeep Wrangler using Google Alerts. Within a 24-hour period I received over 20 results. Of the results listed I would say approximately 70% of them were related to positive messages. Most of these results were links for reviews and comparisons of the Jeep Wrangler vs. various competitors. The positive search results ranged from reviews by popular automobile magazines (i.e., Car and Driver and Automobile Magazine) to featured stories about strides in fuel economy courtesy of NBCNews.com.

Even though most of the results were affiliated with a positive message, approximately 15% were related to stories about automobile accidents. Even though the accidents were due to the fault of the drivers involved, and not a defect of the Jeep Wranglers, it does not take much to be associated with bad press. Regardless of the negative storyline the content analysis revealed, the majority of the results were positive. In addition to the percentages already provided, Google Alerts reported back a few links for forums relating to current and previous Jeep owners. These types of forums a positive reflection of Jeep’s reputation and made up approximately 15% of the results.

After reviewing the Google Alert results, it is evident that Jeep Wranglers are associated with more positive social media content than negative. The reviews and comparisons listed were all favorable for Jeep. Additionally, the forums listed demonstrate a loyal following for the Jeep brand. The fact that owners of older Jeeps interact with the newer generation of owners signifies the Jeep brand is strong. I think Jeep is continuing to do fine job at marketing their Wrangler and has built aniconic reputation. The few negative stories the content analysis produced were avoidable because they were related to accidents. There is not anything Jeep could do about those instances since the drivers were at fault. About the only thing Jeep can do is to keep working towards associating themselves with positive stories. The more positive stories there are about Jeeps, the more the negative ones will be overshadowed.

Reference: Google Alerts.