A brief review of my digital marketing internship at Torque Digital, a Chicago-based digital agency.

1. This poster reviews some social media
management strategies such as finding
stakeholder workflows, building social media
content calendars, and conducting two-way
communication. It also reviews some
monitoring skills via Google Analytics,
Facebook Insight, etc.
From the internship, I learned the skills
needed to conduct social media management
and monitoring. The skills I learned gave
companies insight to improve their digital
strategy.
Using Schock as an example, after a series of interviews with the client, retailers, and consumers, our
company, Torque, helped Schock identify three important stakeholder groups to interact with on social
media. They were showroom managers, designers, and clients. With the analysis of Schock’s competitors’
social media channel distribution, we found that its competitors were active on Facebook, Twitter, and
Pinterest. We decided to start communication on the same social media platforms. Here were my
responsibilities:
Abstract
Project Description
Learning Objectives
Junyan Wu / Digital Marketing Intern
Torque Digital Ltd., Chicago / December, 2014 - January, 2015
Copyright @ 2015 Junyan Wu, East Lansing, MI. 48823
•Getting familiar with social media functions
•Improving data collection and analytics skills
Outcomes
As a digital marketing intern, I was in charge
of social media operations and monitoring for
two lifestyle brands, Schock which is well-
known for its granite sinks, and USI, a smoke
alarm brand. My goal was to build brand
awareness and loyalty among target customers
and support sales team to increase sales via
social media.
1
Responsibilities
3. Interacting with stakeholders on social media
!1
(Schock Facebook and Twitter Interaction)
1
Social
Visitors
%New
Visitors
Bounce Rate
Avg. Visitor
Duration
14 14.29 35.71 00:02:40
I used Google Analytics and Facebook/Twitter/
Pinterest Insights to collect and analyze data.
According to Google Analytics, I found that
links from Facebook were the most frequent
path by which consumers arrived at Schock’s
website.
Lesson Learned
• Social media plays an important role in brand
communication. It is an easy way to reach
consumers, yet is hard to build the
relationship between consumers and a brand.
• Using social media for business requires
management and planning skills to keep the
content consistent and systematic.
4. Collecting and analyzing data from social media
Google Analytics social media channel tracking
(12/1/14-12/31/14):
Social Media Management and Monitoring Review
Page
Likes
Total
Reach
Total Post
Reach
Engagem
ent
Interactio
n
37 324 359 90
Likes: 12
Shares: 10
Post
0
10
20
30
40
12/1/14 12/12/14 12/17/14 12/21/14 12/24/14 12/30/14
Post Reach Likes Shares
Schock Facebook Insight (12/1/14-12/31/14):
Mentor: Kevin Masi
Academic Advisor: John Besley
1. Finding stakeholder workflows 2. Building social media content calendar
(Schock social media content calendar)
After we identified three important
stakeholders, my job was to use Google and
Twitter Advanced Search to find and follow
these stakeholders on social media.
(Schock stakeholder workflow on Google)
Instead of one-way communication, I helped
Schock build brand awareness by interacting with
stakeholders on social media by liking, sharing,
and leaving comments on relevant posts.
: Compared to the previous month, the pics
and boards I generated reached 2,682 new users
including 40 who engaged in either liking,
repining, or commenting.
: The tweets I generated helped Shcock
gain 38 new followers compared to 16 new
followers in the previous month.
: Compared to the previous month, the
posts I generated reached 359 new users
including 50 who engaged in either liking,
repining, or commenting.
In order to keep posts consistent and
systematic, I created a social media content
calendar to manage daily posts by using images
and videos provided by Schock or articles we
curated from Internet.
Application from courses
• ADV892: New Media Driver’s License
Social media operation and monitoring skills
• ADV850: Public Relations Management
Two-way communication strategies