Choose two competing companies in the same market (for example, Pepsi and Coca-Cola, two banks, two athleisure clothing brands, etc.) Choose something that interests you and that you either already use or consume, or aspire to. As much as possible, try to ensure that this is a comparison of companies that do similar things.

1. Accessibility: Did the find me where I live online, or did I have to seek them out? (For example: Do they post regularly on the platform where you spend the most time? Do ads or mentions show up in your feed or do you to search them? Are they promoted by anyone you follow? Etc.) have 2. Engagement: Do I want to engage with the content? Consider: . Is the tone conversational? Are they speaking my language? Am I engaged by the visuals? Why or why not? Is there anything specific (use of an influencer or celebrity, particular sales tactic, etc.) that makes me want to engage with the content? Would I share this content? If so, with whom? If not, is there anything the company could do differently that would make me want to share it? . 3. Brand Community: Do I want to be part of either one of these brand communities? (IOW, would you follow either brand? Are you likely to engage with other consumers by commenting or replying to comments?) Are you more likely to follow one brand or the other? WHY