COM 310 Milestone One Guidelines and Rubric
Social media often reaches multiple departments within an organization such as human resources, legal, marketing, operations, sales, and more. Planning strategically offers an organization a blueprint of sorts that can be communicated to these various stakeholders. These plans help set direction and also help prioritize initiatives while keeping everyone on the same page. Equally important is planning for social media mishaps. It is never more apparent that strategic planning was not done or did not include a contingency plan than when social media engagement snowballs into a public relations disaster.
In this assessment, you will explore strategic social media use for an existing organization of your choice. This paper will cover two platforms you feel are relevant to the organization’s goals and detail how these platforms can be used in tandem to reach organizational goals. You will be both creative and strategic and align goals to specific tactics on each platform of your choice. You will also include a plan of action to guide decision making when negative comments make a community toxic or when opportunities present themselves to engage the audience in positive communication.
This paper will be informational and is not specifically a social media strategy. Instead, it is meant to inform decision makers and provide them the information they would need to begin creating a strategic social media strategy.
For Milestone One, you will provide an overview of social media and how it might be used by businesses. In addition, you will work to uncover specific business goals related to social media use. Research the history of social media and identify best practices regarding the use of social media. This will allow you to set the stage for your clients and help them understand what the use of social media can and cannot do for their business. Using this information, help your clients specify goals related to social media use. These goals will dictate what platforms you choose, what content you share, and what best practices the organization would follow. Identifying the target audience will also ensure the organization uses appropriate platforms and shares appropriate content.
Introduce social media to your client and determine business goals in relation to social media use. Specifically, the following critical elements must be addressed:
A. Analyze the business’s current state and identify gaps that you will use social media to address. Consider how the organization communicates with its target audience, how well it retains customers, or how frequently it updates its website.
Drive traffic to website
Increase brand awareness
Connect with customers and clients
Demonstrate expertise
Guidelines for Submission: Your paper must be submitted as a 3- to 4-page Microsoft Word document with double spacing, 12-point Times New Roman font, one-inch margins, and at least three sources cited in APA format.
Critical Elements
Proficient (
100%
)
Needs Improvement (75%)
Not Evident (0%)
Value
Social Media Overview: Social Media
Overviews how social media has been used by businesses over the past decade, supporting overview with research
Overviews how social media has been used by businesses over the past decade but overview is cursory, verbose, or not supported by research
Does not overview how social media has been used by businesses over the past decade
15
Social Media Overview: Best Practices
Summarizes established best practices regarding the use of social media by businesses
Summarizes established best practices regarding the use of social media by businesses but summary is cursory or is missing key details
Does not summarize established best practices regarding the use of social media by businesses
15
Social Media Overview: Opportunities and Limits
Explains the opportunities and limits of social media as a communications tool
Explains the opportunities and limits of social media as a communication tool but explanation is cursory or lacks clarity
Does not explain the opportunities and limits of social media as a communication tool
15
Business Goals: Current State
Analyzes the business’s current state and identifies gaps that will be addressed using social media
Analyzes the business’s current state and identifies gaps that will be addressed using social media but analysis is cursory or unclear or gaps are not clearly identified
Does not analyze the business’s current state or identify gaps that will be addressed using social media
15
Business Goals: Identified Gaps
Selects goals for the business based on the identified gaps and justifies the selections
Selects goals for the business based on the identified gaps and justifies the selections but justification is cursory or illogical
Does not select goals for the business based on the identified gaps
15
Business Goals: Achieve Its Goals
Explains how audience engagement through social media can help the business achieve its goals supporting explanation with examples
Explains how audience engagement through social media can help the business achieve its goals but explanation is cursory or not supported with examples
Does not explain how audience engagement through social media can help the business achieve its goals
15
Articulation of Response
Submission has no major errors related to citations, grammar, spelling, syntax, or organization
Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas
Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas
10
Total
100%
2-2 Journal
Jackson
Adam Jackson
Professor Cole
COM 310
January 19, 2020
Final Project Business Goals
What do you think your clients’ overall business goals are? Support your claims with research, if possible.
Brilliant Cuts Barber Studio aims to entice new and current followers / clients to schedule appointments for products and services.
Keep and make new followers.
Showcase rich content like client haircuts and products.
Encourage new and current followers with motivational quotes and messages within profile.
2. Consider ways for your client to meet the identified goals using social media. Jot down some initial ideas.
Post enticing content consistently on all social media platforms.
Like, tag, share and follow relevant profiles that will make their profile noticeable to targeted audience.
Hashtag relevant tags that will generate a following.
Utilize all features available on each social media profile, IE: IG Story, Live, IGTV.
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