COM203 Rider Chapter 15 Social Media Plan Campaign for A Business Paper
Be sure to read Chapter 15 and the PowerPoint notes before working on this assignment. COM 203_Ch_15.pptx
Choose one of the following businesses described here. You should be using this background to develop your plan. FinalProjectClients.docx
The entire assignment can be found in this document and described below: SocialMediaPlan2019.docx
Assignment: Social Media Campaign Plan
Due: Monday, July 1
(NOTE: Late assignments will NOT be accepted after the last day of class on Wed., July 3)
The social media plan serves as your final assignment. You should draw on the content presented throughout the semester and apply it to this assignment.
For your plan, choose one of the following fictitious clients. Decide on a social media strategy that aligns with the client’s goal. Background on the clients is found here: FinalProjectClients.docx OR at the end of this document.
Sunshine Bakery Company
Best Baskets
Mason County Tourism
Using the outline below, write a 3-5 page proposal for your client.
** To help you get started, look at the “Ben and Jerry’s City Churned” campaign (p. 196) and the Oreo “Daily Twist” campaign case study (pp. 197-198) as examples. While the outline for this assignment is a little different, it will give you the basics of what is being asked of you. Just note, these are case studies of completed campaignsyour paper will be a proposal for a social media campaign.**
Set-up the paper as follows and include the information requested.
Be sure to review the rubric as you write the plan.
Client Name/ Title of the Plan
(e.g. Ben and Jerry’s City Churned Campaign)
by
Your Name
Part I: Background (1-2 paragraphs)
Provide a brief introduction to the client. Who are they? What do they do?
Write a statement that outlines what the client wants to achieve from the social media campaign (what is the goal) and what the client hopes to achieve. Explain why this social media campaign is important to the client.
Part II: Objectives (You may write in paragraph form or use bullet points for each objective.)
List 3-5 objectives related to your goal (in other words, based on your goal, what are 3 to 5 things you want to accomplish with the social media campaign). Objectives might be considered “mini sub-goals” related to your overarching goal of what your client wants to achieve.
The following questions might be helpful when deciding on your objectives: Is there an issue or challenge to overcome? Is this a one-time launch? Are you attracting an audience to an event? Are you introducing a new product/service? Are you trying to engage your customers online? Are you trying to engage the media (online media, bloggers, influencers)?
As an example, look at the objectives for Ben and Jerry’s and Oreo for ideas (pp. 196-197).
Part III: Target Audience (1 paragraph)
Who do you plan to reach and engage in this campaign? Go back to Chapter 1and consider the four quadrants. Will you reach or engage more than one type of audience? The target audience should reflect your objectives.
Four Quadrants:
Media- inclusive of publicity, as well as traditional and social press.
Community- inclusive of internal, external, online, employee, consumer, and personal interactions. Business- inclusive of investor relations, C-suite executive advisement, and social care (customer service).
Government- inclusive of political, lobbying, public affairs, and issues management (For more information you can research this)
As an example, look at the target audience for the Ben and Jerry’scampaign (p. 196).
Part IV: Social Media Strategies and Tactics (at least 5 short paragraphs – one for each tactic)
Provide at least 5 different social media tactics that support each of your objectives and target audiences.
Choose a variety of tactics. The tactics are Social Press, Sharing Expertise, Social Networks, Photo Sharing and Video. When choosing each tactic, look at Chapter 9 and consider what makes for “sticky” content which is content that is developed in order to gain the users attention and increase the possibility that he or she will share the content with others.
Social Press- For a business, getting your message heard by today’s journalists, bloggers, and online influencers is an important strategy to building our reputation, brand, and consumer outreach. For example: Twitter is a great tool for a business to connect with its customers and other publics with original content. But Twitter is also a platform to engage with online influencers.
Sharing Expertise: Its a business getting their message across through for example podcasting, blogs, or internet radio show
Social Networks: Business’s using networking sites: Facebook, Twitter, Google+, LinkedIn, Pinterest, and Snapchat
Photo Sharing and Video: For example: Businesses making commercial videos to grab the attention of their audiences or posting photos on instagram or faceb
