Your project must include the following components and the final presentation must be in PowerPoint. Please review example social media strategies that are provided for examples on how to construct each component. There is no one single way to write each of these and that is why so many examples have been provided.
FINAL PROJECT RUBRIC
Available Points
Executive Summary
15
What is the goal of your company and how are you going to develop a strategy that supports that goal?
Summarize their web and social media presence.
Who are their competitors? (Don’t forget this!)
Who do you perceive to be their top three customers? BE SPECIFIC.
Social Media Audit
35
Look at the social media for career services (Facebook, Twitter, Instagram, etc.) and list the number of followers, etc. similar to what you have done on your last audit.
A SWOT analysis: S – Strengths, W – Weaknesses, O – Opportunities, T – Threats
35
A SWOT analysis is a great tool to help you think clearly about all of this information. In a SWOT analysis, you take a hard look at your business and the competition to identify: S – Strengths, W – Weaknesses, O – Opportunities, T – Threats
The important thing to know is that strengths and weaknesses involve factors internal to your brand. Basically, these are things you’re doing right, and areas where you could stand to improve.
Opportunities and threats are based on external factors: things happening in your competitive environment that you need to be aware of
Strengths: List metrics for which your numbers are higher than the competition. What does your company do better than anyone else? What is your point of differentiation?
Weaknesses: List metrics for which your numbers are lagging behind the competition. These are areas you’ll want to focus on improving. Keep in mind that you could have both strengths and weaknesses for each social network. For example, maybe your Facebook follower count is higher than your competitors, but they have better follower growth. Or maybe you have fewer Instagram followers but higher engagement. Get quite specific here, because these distinctions will help you identify your opportunities and threats.
Opportunities: Now that you can see at a glance where you stand compared to the competition, you can identify potential opportunities to take advantage of. These opportunities might be areas where you think you could improve compared to your competition based on information you’ve already gathered, or they could be based on anticipated or recent changes in the social media world.
Threats: Like opportunities, threats come from outside your organization. To get a keen sense of upcoming threats, take a good look at numbers related to growth, or anything that signifies change over time. For example, a competitor that is small but has a high follower growth rate might present a bigger threat that a large competitor with stagnant growth. Who are the competitors and what are they also doing on social media?
Social Media Objectives
10
S.M.A.R.T goals.
Online Brand Persona and Voice
25
Who is the customer? This one is easier because it will also be the in-store retail customer. Develop a Persona for each of the three top segments. There should be no more than 5 personas, and a minimum of 3.
Who are the 2 primary customers? Remember the tree, HUFUs, and the personas. YOU MUST INCLUDE A DETAILED PERSONA FOR EACH CUSTOMER!!! We will spend a lot of time on this in our zoom and it should be in the final project!
What Social Channels are these customers on that makes the most sense to focus on?
Strategies and Tools
20
Define what your strategic goals are and the tactics for achieving those goals.
Timing and Key Dates
5
What is the timing for your goals and create a sample social media plan? How often should you post on each platform and what will you be posting?
Social Media Policy
25
What is your brand voice on social media? Do you allow customers to use foul language, or do you block them or remove the post if it is not family friendly? This varies by brand. What goes for Wendy’s would be a no-go for Chick-fil-A.
Critical Response Plan
5
What happens if someone get sick, hurt or here is a wild idea- there is a PANDEMIC (Never going to happen, right?!)
Measurement and Reporting Results
25
How do you measure success? There are lectures that talk just about measuring digital marketing and social media. Make sure you look through those and decide what will work best for your strategy.
What is the Social Strategy for the brand and how are they measured? I will give you three goals in our zoom meeting! How do we measure those three goals?
One on One Meeting Objectives
50
Did you incorporate elements from our one-on-one meeting, including:
What should the messaging be for the customers who are easiest to reach (bottom of the tree from our one-on-one)?
What are the right places to advertise to your target customers?
Goal>Customer>Persona>Where to Advertise/Social Channel>Content Curation>Measurement (Brand Awareness, Conversion and Engagement)
Remember the Pyramid, Customer Tree, Venn Diagram and how each of those metrics are obtained.
Total Points Available
250
Last Completed Projects
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