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The use of digital media has transformed how companies communicate with their customers. The use of the websites, YouTube, e-books, e-mail and various forms of social media such as Facebook, Twitter, Pinterest, Snapchat, Instagram, and blogs has shaped current day communication strategies.

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Project 1 Consists of:

1. Project Requirements (topics and content to cover)
2. Paper Requirements (content organization)
3. Submission Requirements (how to submit your assignment)
4. APA Resources (how to cite and select sources)
5. Due Date Information and Late Policy

Project Requirements

Select a company that utilizes digital or social media to communicate with customers to complete Section 1.

NOTE 1: You are required to complete ALL THREE SECTIONS of this project (Sections 1, 2, and 3).


Provide the following information about the company you select:
Item 1: What is the name of the company?

Item 2: What year was the company established?

Item 3: What is the company’s goal or mission?

Item 4: What products and services does the company offer or provide?

Item 5: Provide the company website address (URL).

Item 6: How many employees does the company employ?

Item 7: Where is the company’s headquarters located?

Item 8: What are the company’s most recent earnings?

Section 1 Source: Include at least 
one source for Section 1. Include this source as an in-paper citation and on your Reference page.

Section 1 Example: The Henkel Company
To help you with completing Section 1, an example is provided below:

“…Henkel was founded in 1876. People around the world trust Henkel’s innovations, brands, and technologies. In the fiscal year 2016, the company reported sales of approx. 18.7 billion euros and an operating profit of around 3.2 billion euros (adjusted for one-time gains/charges and restructuring charges). The DAX-30 company has its headquarters in Düsseldorf, Germany. Henkel employs more than 50,000 people worldwide, over 80 percent of whom work outside of Germany. Henkel is thus one of the most international German companies…”

Henkel. (2019). 
Company Profile. In Company Profile. Retrieved 1/15/19, from

NOTE 2: You cannot use the Henkel Company in your project.


How does the company use Digital and Social Media to communicate with their customers?

Item 1: List all of the digital and social media platforms the company uses to communicate with customers (including websites, YouTube, e-books, e-mail and various forms of social media such as Facebook, Twitter, Pinterest, Snapchat, Instagram, and blogs).

Item 2: Describe how the company uses 
EACH digital and social media listed in Item 1 above to achieve its goals or mission.

Section 2 Source: Include at least 

one source
 for Section 2. Include this source as an in-paper citation and on your References page.


Provide an example of how the company uses digital and/or social media to accomplish an objective (e.g.
 to address a serious public relations issue, promote a cause, market a product, achieve a strategic advantage by using Big Data, or promote an event).

Item 1:  Describe the situation or example in detail.

Item 2:  How successful was the company in accomplishing the objective? Support your answer with reference (s).

Item 3:  List one thing the company could have done better to accomplish their objective. Be sure to focus on the use of digital or social media here.

Item 4: If you decide to discuss the company’s use of Big Data to achieve a strategic advantage, does their use of Big Data concern you as a potential customer? Why or why not?

To help you with completing Section 3, we have provided two sample topics below:

Section 3 Example 1: Target’s Data Breach
Target’s December 2013 data breach was a public relations nightmare, but the company responded swiftly over social media, posting safety guidelines on Twitter and keeping an open dialog with its aggrieved customers.

Section 3 Example 2: Target’s Use of Big Data

Target is renowned in the industry for its data collection practices. Target maintains a customer relationship management database which includes information from in-store purchases (they link all of your purchases to a unique customer identifier) and data they collect externally (e.g. data from Facebook and other sources).  Combine the two data streams and Target can predict, with a high degree of certainty, what your gender is, where you live, how far you travel to work, your relationship status, and they can even tell if you are pregnant and if so when you are due. The amount of money spent each year on pregnancy-related purchases is tremendous. In efforts to win the market share in this profit area, Target has hired a team of statisticians to perform predictive analysis. The goal, in this particular situation, is to predict which women are expecting (or soon to be), without asking them directly, by analyzing their purchasing behavior (e.g. cribs, baby clothes, prenatal vitamins, etc.). This way Target can “target” this particular demographic (with coupons, discounts, and other offers) very early, thus getting a jump on the competition.

Section 3 Sources: Include at least 

two sources
 for Section 3. Include the two sources as in-paper citations and on your References page. 
At least one source should be professional or scholarly. 
NOTE 3: You cannot use Target in your project or any company we discussed in class (e.g. Google).

Paper Requirements

Paper Requirements
1. Your paper must follow APA format guidelines throughout.
(A sample APA template for you to use is attached to the bottom of this page). Be sure to use the the sample template.

a. Double-spaced
b. 1-inch Margins
c. 12-point size professional font (e.g. Times New Roman)
d. Header
e. Automatic Page numbers
f. Title page
g. Reference page

2. Length: Minimum of 1,000; Maximum of 1,500 words.
(Title page, Reference page, and direct quotes do not count toward the total word count). 

NOTE 4: Going over 1,500 words is fine, but if you are under 1,000 you will be penalized (10% or one letter grade) if you have under 900 words.

3. Include one Image

Include at least one table, graph, or image of an appropriate size that is relevant and supports the information provided in your paper. Feel free to create the image if you like.

Image Example: The Henkel Company Infographic
To help you with completing your project, we have included a sample image
 This is a great infographic that provides data on the Henkel Company. This infographic would work well in Section 1.


Henkel Company Infographic [Digital image]. (n.d.). Retrieved January 15, 2019, from 


4. Title Page

Your title page must be APA formatted and include the following:

a. Project Name
b. Your Name
c. Instructor’s Name
d. Course name
e. Due date of the assignment.
f. Title of Company Analysis

5. References Page
Your References page must be APA formatted.

6. Sources: Include at least Four (4) Sources (Total)
a. Include at least One (1) Source for Section 1.
b. Include at least One (1) Source for Section 2.
c. Include at least Two (2) Sources for Section 3. At least one of the two sources must be a Professional or Scholarly Source.

Clarification: Please do not use unprofessional sources such as Wikipedia,,,,, or anything remotely similar.  Examples of 
scholarly sources include textbooks, articles, academic journals, and conference proceedings. Scholarly resources are written by experts in their fields, grounded in research, and often refereed (reviewed and edited by researchers in the field). Examples of 
professional sources include trade journals or magazines. Professional sources are written for a specific audience that works in a certain field. They are not research-based. You can also use our course content (e.g. Read & Watch resources) as a source as well. UMGC has a top-notch, extensive online library. You can find many scholarly and professional sources there.

NOTE 5: You can also use social media (e.g. Twitter posts, blogs, YouTube) sources as well as this is a paper about the use of digital and social media.

7. Setup & Organization
Your paper must include the following pages and Level 1 Headings:

a. Cover Page
b. Company Profile (Section 1)
c. Digital and Social Media Use (Section 2)
d. Analysis (Section 3)
e. Reference Page

APA Resources




Project 1: Company Analysis of Target
First Name Last Name
Digital Media and Web Technology, University of Maryland Global Campus
CMST 301: Digital Media and Society
Instructor’s Name
Due Date for Project

Company Information: Target

The introduction should never have a heading that identifies it as the introduction. It is the introduction by virtue of its location as described Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum (Internet Usage Statistics, 2017).

“Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo” (TechJournal South, 2015). Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem.

Target’s Digital and Social Media Use

In this section, you will list all of the social media platforms that the company you are writing about uses to interact with customers. Describe how social media is used, any special policies, special team members, options should the social media accounts become compromised, or any special requirements. You could also include a screen capture of the company’s social media collection, just ensure you cite the source.

The Use of Statisticians

Remember to check for spelling and grammar, while ensuring you followed all instructions. Check the rubric, too! This will ensure you understand the assessment process of your assignment. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. “Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum” (TechJournal South, 2011).

Analysis: Target’s Use of Big Data

Headings guide the reader, keep your content organized and provide a form of expectation management for the reader of your writing assignments and publications. For the majority of your assignments Microsoft Word’s Heading levels 1 and 2 are sufficient. You may have a need for levels 3-5 for research in support of your final project or while pursuing advanced degrees.

Another section that needs attention are quotes that are more than 40 words. Many students want to insert large quotes from valid resources. This is great when you are conducting research or citing a source that influences your research and discovery. Using quotes with more than 40 words should display as described in the block quote below.

A quote that contains 40 or more words should be displayed as a block (left justified) quotation. Start the quote on its own line, indent the entire quote a half-inch from the left margin, and cite the source (Surname, year, p. #) in parentheses following the quote punctuation. Remember, direct quotes do not count towards the final word count.

After the block quote, continue with the standard APA format with double spaced paragraphs. You can also display editing marks such as tab characters, spaces, paragraph marks, hidden text by accessing the display options in Microsoft Word. Did you know that UMUC students can acquire the student version of Microsoft Office through

UMUC’s Technology Hub

Target’s Statisticians

Like all major sections of your paper, references start on their own page. The references page that follows in this example is created using the Citations & Bibliography feature, available on the References tab in Microsoft Word. This feature includes a style option that formats your references for APA 7th Edition. You can also use this feature to add in-text citations that are linked to your source, such as those shown at the end of this paragraph and the preceding paragraph. To customize a citation, right-click it and then click Edit Citation (Last Name, Year).

If you choose to manually create a Reference page, insert a page break, add References as the Level 1 Header for the title of the page. The reference page heading should be in non-bold regular font. It is not considered in the levels of headings for the paper. Don’t forget to use the hanging indent format for each reference listed and alphabetize the reference list. Be consistent. Set the standard for the grammar and spell check functions. Do you want one or two spaces after the period? Did you view your assignment in the Print Preview mode before submission? Are you happy with your assignment? In this day of security versus privacy, would you be proud of your assignment if was published on the web, intentionally or accidentally? Ensure you ask all of your clarifying questions before submitting your assignment.

In conclusion, this is where you will state your final conclusion and support it with key points. You can conclude with a final observation, a prediction, recommend a way forward, or identify what you are taking away. The concluding sentence should summarize the significance of your interpretation.


Alfred, J. N., Bailey, B., & Krautely, R. (2017). The quality of face-to-face relationships.
Communications of the ACD, 54(4), 111-118.

American Psychological Association. (2010). Publication manual of the American Psychological Association. Washington, DC: American Psychological Association.
Anderson, M., Angeli, E., Brizee, A., Lawrick, E., Moore, K., Soderlund, L., & Wagner, J. (2016, May 13). General format. Retrieved from
Hollywood, D., Wood, J. F., Smite, F., & West N. (2016). Friendships through IM: Examining the relationship between instant messaging and intimacy. Journal of Computer-Mediated Communication, 11, 32-44.
Last Name, F. M. (Year). Article Title. Journal Title, Pages From – To.
Last Name, F. M. (Year). Book Title. City Name: Publisher Name and add URL if you accessed an online resource. This item demonstrates the hanging indent. Modify by accessing the Paragraph settings then in the Indentation section under the special option, select Hanging Indent.

Timmons, L. G., & Wallet, J. C. (2017). Computer-mediated communication effects on virtual reality.
Human Communication Research, 28, 310-345.

Underdog, J., & Friday, C. (2016). Internet relationships and their impact on primary giving.
Behavior Changes, 22(2), 123-140.

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