Evaluate the brand’s social media usage. Take a look at Facebook, Twitter, Instagram, Snapchat and other sites. What works? What things need work?

Evaluating a brand's social media usage requires a comprehensive analysis of each platform. On Facebook, it's important to assess the engagement levels of the brand's posts, such as likes, comments, and shares, to determine what content resonates with the audience. Twitter can be evaluated based on the brand's follower growth, retweets, and mentions. Instagram's success can be measured by the number of followers, likes, and comments on posts. As for Snapchat, the brand's usage can be evaluated based on the engagement levels of the stories and the number of views. It's important to identify what works well, such as posts that generate high engagement or campaigns that drive conversions. Areas that may need improvement could include increasing follower growth, diversifying content formats, or enhancing engagement strategies.

Rare Beauty performs well on mainly Instagram, TikTok, Facebook, and LinkedIn. With their highest engagement being mainly on Instagram and then TikTok. Their short-form video examples of products, marketing campaigns, and successful PR packages and work with celebrities and influencers sets them apart from other beauty brands. Especially their emphasis on building community with the general consumer of their products and really showcasing their commitment to the Rare Beauty Fund and showing the funds at work through Mental Health Campaigns and more.