Submit a draft of your proposed social platforms and business examples. (FOR SNS OHIO MEDIA)
Explain why you are recommending the platforms you have chosen and how the business can use them. Ground your choices in research and best practices to be sure your choices are clear. You must also make clear what the opportunities and limits of each platform are, so providing an explanation of the terms of service is necessary.
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Now that you have explained how the business should use the social media platforms you have identified, you need to provide the executives with examples of what effective and ineffective use of social media looks like. This will give the business a sense of how best practices drive content, target audience engagement, and ultimately help businesses achieve their goals.
COM 310 Final Project Guidelines and Rubric
Overview
The final project for this course is the creation of a social media consultation document.
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.
The project is divided into two milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final
submissions. These milestones will be submitted in Modules Three and Five. The final product will be submitted in Module Seven.
In this assignment, you will demonstrate your mastery of the following course outcomes:
• Illustrate social media best practices for achieving organizational goals
• Choose appropriate social media content for meeting the communications needs and goals of organizations
• Analyze the effectiveness of social media strategies for various personal, professional, and organizational goals
• Devise effective approaches for constructively addressing audience feedback on social media
Prompt
For this assessment, you will first identify a local business with little or no social media presence (if there is an issue with access to a local business, work with
your instructor to identify one you may use). Assume you have been asked to create a social media consultation document to help executives understand and
plan for social media. 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 social media strategy.
Specifically, the following critical elements must be addressed:
I. Social Media Overview: This section will give you the opportunity to 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.
A. Overview how social media has been used by businesses over the past decade. Support overview with research.
B. Summarize established best practices regarding the use of social media by businesses.
C. Explain the opportunities and limits of social media as a communications tool.
II. Business Goals: The purpose of this section is to help the organization uncover specific 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.
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.
B. Select two of the following four goals for the business, based on the identified gaps. Justify your selections.
• Drive traffic to website
• Increase brand awareness
• Connect with customers and clients
• Demonstrate expertise
C. Explain how audience engagement through social media can help the business achieve its goals. Support explanation with examples.
III. Social Platforms: The purpose of this section is to explain why you are recommending the platforms you have chosen and how the business can use
them. Ground your choices in research and best practices to be sure your choices are clear. You need to make clear what the opportunities and limits of
each platform are, so providing an explanation of the terms of service is necessary.
A. Propose two appropriate social media platforms and explain how each will help the company reach the target audience and achieve its goals.
B. Develop a strategy based on best practices that the company will use on each platform.
C. Describe what types of content should be used on each platform to reach the target audience and why.
D. Assess how the terms of service impact use of your chosen platforms by your organization. Provide specific examples.
IV. Examples: Now that you have explained to the business how it should use the social media platforms you have identified, you need to provide the
executives with examples of what effective and ineffective use of social media looks like. This will give the business a sense of how best practices drive
content, target audience engagement, and ultimately help businesses achieve their goals.
A. Using a real-world example, describe a situation in which an organization demonstrated exceptional use of social media for the particular goals
and objectives you mentioned in Part I. This will show the executives specific examples of social media done well by another company. This
could even be a competitor of the company you are working with.
B. Using a real-world example, describe a situation in which an organization did not adhere to best practices. This will show executives specific
examples of social media misuse or abuse.
C. Develop a plan, based on best practices, for how the business should handle feedback (positive and negative) on social media.
D. Explain how appropriately responding to feedback on social media can help the business achieve its goals. Support explanation with examples.
V. Conclusion: Conclude your paper by making recommendations for next steps should the business decide to move forward with developing a presence
on social media. Remind them that keeping up with a social media presence is a long-term commitment and will constantly be refined and measured.
A. Explain how the continuous use of social media can help the organization achieve its goals. Support explanation with examples.
B. Offer recommendations for measuring success and explain its importance.
C. Develop hypothetical next steps for the organization should they decide to move forward with a strategic social media plan.
Milestones
Milestone One: Social Media Overview and Business Goals (Sections I and II)
In Module Three, you will submit a draft of your social media overview and business goals. 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 uncover specific 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. This milestone is graded with the Milestone One Rubric.
Milestone Two: Social Platforms and Business Examples (Sections III and IV)
In Module Five, you will submit a draft of proposed social platforms and business examples. Explain why you are recommending the platforms you have chosen
and how the business can use them. Ground your choices in research and best practices to be sure your choices are clear. You need to make clear what the
opportunities and limits of each platform are, so providing an explanation of the terms of service is necessary. Now that you have explained to the business how
it should use the social media platforms you have identified, you need to provide the executives with examples of what effective and ineffective use of social
media looks like. This will give the business a sense of how best practices drive content, target audience engagement, and ultimately help businesses achieve
their goals. This milestone is graded with the Milestone Two Rubric.
Final Submission: Social Media Consultation Document
In Module Seven, you will submit your final project. It should be a complete, polished artifact containing all of the critical elements of the final product. It should
reflect the incorporation of feedback gained throughout the course. This submission will be graded with the Final Project Rubric.
Final Project Rubric
Guidelines for Submission: Your social media consultation document should be
8
to 10 pages in length (not including screenshots), double-spaced, have one-inch
margins, and use 12-point Times New Roman font and APA format.
Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Social Media
Overview: Social
Media
Meets “Proficient” criteria and
research chosen provides keen
insight into the evolving use of
social media by businesses
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
4.
8
Social Media
Overview: Best
Practices
Meets “Proficient” criteria and
main ideas provide exceptional
insight into the use of social
media by businesses
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
4.8
Social Media
Overview:
Opportunities and
Limits
Meets “Proficient” criteria and
details communicate a unique
perspective on the capacity of
social media
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
4.8
Business Goals:
Current State
Meets “Proficient” criteria and
identified gaps provide
exceptional insight into the
business’s needs
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
4.8
Business Goals:
Identified Gaps
Meets “Proficient” criteria and
goals exhibit a nuanced
understanding of the needs of
the business
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
6
Business Goals:
Achieve Its Goals
Meets “Proficient” criteria and
examples exhibit keen insight
into the potential positive
impact of audience engagement
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
8
Social Platforms:
Target Audience
Meets “Proficient” criteria and
explanation cites specific
platform features that illustrate
the platform’s potential
Proposes two appropriate social
media platforms, explaining
how each will help the company
reach the target audience and
achieve its goals
Proposes two social media
platforms, explaining how each
will help the company reach the
target audience and achieve its
goals, but not all proposed
platforms are appropriate or
explanation is cursory
Does not propose two social
media platforms or explain how
each will help the company reach
the target audience and achieve
its goals
6
Social Platforms: Best
Practices
Meets “Proficient” criteria and
makes detailed connections
between specific best practices
and the features of each
platform
Develops a strategy based on
best practices that the company
will use on each platform
Develops a strategy that the
company will use on each
platform but the strategy is
cursory or not based on best
practices
Does not develop a strategy that
the company will use on each
platform
6
Social Platforms:
Content
Meets “Proficient” criteria and
description offers keen insight
into how each platform targets
specific audiences
Describes what types of content
should be used on each
platform to reach the target
audience and why
Describes what types of content
should be used on each
platform to reach the target
audience but does not describe
why
Does not describe what types of
content should be used on each
platform to reach the target
audience
6
Social Platforms:
Terms of Service
Meets “Proficient” criteria and
chosen examples show keen
insight into the limits terms of
service place on platforms
Assesses how the terms of
service impact use of the
chosen platforms by the
organization and provides
specific examples
Assesses how the terms of
service impact use of the
chosen platforms by the
organization but assessment is
cursory or lacks specific
examples
Does not assess how the terms of
service impact use of the chosen
platform by the organization
4.8
Examples: Exceptional
Use
Meets “Proficient” criteria and
details offer insight into how
the power of social media helps
companies achieve goals
Describes a real-world situation
in which an organization
demonstrated exceptional use
of social media to achieve its
goals
Describes a real-world situation
in which an organization
demonstrated exceptional use
of social media to achieve its
goals but description is cursory
or lacks clarity
Does not describe a real-world
situation in which an organization
demonstrated exceptional use of
social media to achieve its goals
4.8
Examples: Did Not
Adhere
Meets “Proficient” criteria and
details offer keen insight into
the consequences of not
adhering to best practices
Describes a real-world situation
in which an organization did not
adhere to best practices
Describes a real-world situation
in which an organization did not
adhere to best practices but
description is cursory, unclear,
or contains inaccuracies
Does not describe a real-world
situation in which an organization
did not adhere to best practices
4.8
Examples: Handle
Feedback
Meets “Proficient” criteria and
plan demonstrates insightful
connections between best
practices and audience
feedback
Develops a plan, based on best
practices, for how the
organization should handle
feedback on social media
Develops a plan for how the
organization should handle
feedback on social media but
plan is cursory or not clearly
based on best practices
Does not develop a plan for how
the organization should handle
feedback on social media
8
Examples:
Appropriately
Responding
Meets “Proficient” criteria and
examples exhibit a nuanced
approach in responding to
feedback on social media
Explains how appropriately
responding to feedback on
social media can help the
organization achieve its goals,
supporting explanation with
examples
Explains how appropriately
responding to feedback on
social media can help the
organization achieve its goals
but explanation is cursory,
unclear, or not supported with
examples
Does not explain how
appropriately responding to
feedback on social media can help
the organization achieve its goals
8
Conclusion: Achieve
Its Goals
Meets “Proficient” criteria and
examples show keen insight
into effectiveness of continuous
social media use
Explains how the continuous
use of social media can help the
organization achieve its goals,
supporting explanation with
examples
Explains how the continuous
use of social media can help the
organization achieve its goals
but illustration is cursory or
examples provided are not
cogent
Does not explain how the
continuous use of social media
can help the organization achieve
its goals
4.8
Conclusion:
Recommendations
Meets “Proficient” criteria and
recommendations exhibit keen
insight into the importance of
measuring success
Offers recommendations for
measuring success, explaining
its importance
Offers recommendations for
measuring success, explaining
its importance, but
recommendations are cursory
or lack clarity
Does not offer recommendations
for measuring success
4.8
Conclusion:
Hypothetical Next
Steps
Meets “Proficient” criteria and
next steps make cogent
connections with the
organization’s goals
Develops hypothetical next
steps for the organization
should it decide to move
forward with a strategic social
media plan
Develops hypothetical next
steps for the organization
should it decide to move
forward with a strategic social
media plan but next steps are
cursory or inappropriate
Does not develop hypothetical
next steps for the organization
should it decide to move forward
with a strategic social media plan
4.8
Articulation of
Response
Submission is free of errors
related to citations, grammar,
spelling, syntax, and
organization and is presented in
a professional and easy-to-read
format
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
4
Total 100%
COM 310 Final Project Guidelines and Rubric
Overview
Prompt
Milestones
Final Project Rubric
COM 310 Milestone Two 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.
For Milestone Two, you will propose appropriate social media platforms for the organization to use to meet its goals. You will also discuss effective and ineffective
uses of social media to give the organization a sense of how best practices drive content, target audience engagement, and ultimately help businesses achieve
their goals. First, you must explain why you are recommending the platforms you have chosen and how the business can use them. Ground your choices in
research and best practices to be sure your choices are clear. You need to make it clear what the opportunities and limits of each platform are, so providing an
explanation of the terms of service is necessary. Now that you have explained to the business how it should use the social media platforms you have identified,
provide the executives with examples of what effective and ineffective use of social media looks like using screenshots and accompanying explanations. Include
recommendations for handling audience feedback, both positive and negative.
Propose social media platforms the business can use to help meet its goals and discuss effective and ineffective uses to demonstrate the opportunities and limits
of the platforms.
Specifically, the following critical elements must be addressed:
III. Social Platforms: The purpose of this section is to explain why you are recommending the platforms you have chosen and how the business can use
them. Ground your choices in research and best practices to be sure your choices are clear. You need to make clear what the opportunities and limits of
each platform are, so providing an explanation of the terms of service is necessary.
A. Propose two appropriate social media platforms and explain how each will help the company reach the target audience and achieve its goals.
B. Develop a strategy based on best practices that the company will use on each platform.
C. Describe what types of content should be used on each platform to reach the target audience and why.
D. Assess how the terms of service impact use of your chosen platforms by your organization. Provide specific examples.
IV. Examples: Now that you have explained to the business how it should use the social media platforms you have identified, you need to provide the
executives with examples of what effective and ineffective use of social media looks like. This will give the business a sense of how best practices drive
content, target audience engagement, and ultimately help businesses achieve their goals.
A. Using a real-world example, describe a situation in which an organization demonstrated exceptional use of social media for the particular goals
and objectives you mentioned in Milestone One. This will show the executives specific examples of social media done well by another company.
This could even be a competitor of the company you are working with.
B. Using a real-world example, describe a situation in which an organization did not adhere to best practices. This will show executives specific
examples of social media misuse or abuse.
C. Develop a plan, based on best practices, for how the business should handle feedback (positive and negative) on social media.
D. Explain how appropriately responding to feedback on social media can help the business achieve its goals. Support explanation with examples.
Guidelines for Submission: Your paper must be submitted as a 4- to 5-page Microsoft Word document (not including screenshots) 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 Platforms:
Target Audience
Proposes two appropriate social media
platforms, explaining how each will help the
company reach the target audience and
achieve its goals
Proposes two social media platforms,
explaining how each will help the company
reach the target audience and achieve its
goals, but not all proposed platforms are
appropriate or explanation is cursory
Does not propose two social media platforms
or explain how each will help the company
reach the target audience and achieve its goals
12
Social Platforms:
Best Practices
Develops a strategy based on best practices
that the company will use on each platform
Develops a strategy that the company will use
on each platform but the strategy is cursory or
not based on best practices
Does not develop a strategy that the company
will use on each platform
12
Social Platforms:
Content
Describes what types of content should be
used on each platform to reach the target
audience and why
Describes what types of content should be
used on each platform to reach the target
audience but does not describe why
Does not describe what types of content
should be used on each platform to reach the
target audience
11
Social Platforms:
Terms of Service
Assesses how the terms of service impact use
of the chosen platforms by the organization
and provides specific examples
Assesses how the terms of service impact use
of the chosen platforms by the organization
but assessment is cursory or lacks specific
examples
Does not assess how the terms of service
impact use of the chosen platform by the
organization
11
Examples:
Exceptional Use
Describes a real-world situation in which an
organization demonstrated exceptional use of
social media to achieve its goals
Describes a real-world situation in which an
organization demonstrated exceptional use of
social media to achieve its goals but
description is cursory or lacks clarity
Does not describe a real-world situation in
which an organization demonstrated
exceptional use of social media to achieve its
goals
11
Examples: Did
Not Adhere
Describes a real-world situation in which an
organization did not adhere to best practices
Describes a real-world situation in which an
organization did not adhere to best practices
but description is cursory, unclear, or contains
inaccuracies
Does not describe a real-world situation in
which an organization did not adhere to best
practices
11
Examples: Handle
Feedback
Develops a plan, based on best practices, for
how the organization should handle feedback
on social media
Develops a plan for how the organization
should handle feedback on social media but
plan is cursory or not clearly based on best
practices
Does not develop a plan for how the
organization should handle feedback on social
media
12
Examples:
Appropriately
Responding
Explains how appropriately responding to
feedback on social media can help the
organization achieve its goals, supporting
explanation with examples
Explains how appropriately responding to
feedback on social media can help the
organization achieve its goals but explanation
is cursory, unclear, or not supported with
examples
Does not explain how appropriately
responding to feedback on social media can
help the organization achieve its goals
12
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
8
Total 100%
COM 310 Milestone Two Guidelines and Rubric
