Social Media Maketing Application in Hootsuite

Introduction
This client proposal assignment asks you to identify the organization that will serve as the focus of your work for this semester. In this assignment, you will identify the organization, justify your choice, analyze the organization’s social media use and begin conceptualizing possible outcomes for your social media strategy plan.
You are encouraged to read the guidelines for the final assignment “social media strategy plan” before choosing your client.
There is no restriction on the organization that you choose. However, the following suggestions should help lead to a more focused learning experience, and better connection to the expectations of the final strategy assignment:
1. Choose an organization that you are passionate about or interested in. You will be diving deep into the organization’s communication work, and the experience will be more satisfying if you choose an industry or organization of interest.
2. You are welcome to choose an organization that you currently work for/with. Especially if you are involved in an organization’s social media work, you may find this course is a valuable opportunity to develop new and interest content and strategies. Please seek the appropriate permission before choosing your own organization.
3. The experience in this course is generally more fulfilling if you choose an organization that does have some, even if it is limited, social media presence. While the work in this course may inform efforts to start a social media presence, most activities generally assume some level of social media content exists.
4. In the past students have chosen large national companies (Burt's Bees) and small non-profits (Horton's Kids), local schools, and global health campaigns. This is your class. Make this something you are interested in!
Please note: it would be inappropriate to choose an organization for which you have already created a social media plan in another course during your academic career. Please use this course as an opportunity to broaden your knowledge and to explore new opportunities.
Your work on this proposal will allow you begin using terminology associated with social media, to consider the relationship between an organization’s mission and its social activities, begin developing the elements of your organizations digital story, and begin strategizing the use of social media for the purposes of achieving communications goals.
Your proposal will be submitted in the form of a VoiceThread presentation, no more than 10 minutes in length, with no more than 20 slides. The specific areas to cover in the proposal are discussed in detail in the “Directions” section of this assignment guide.
Directions
Create a presentation using Powerpoint (or other presentation software tool). Your presentation should address the following topics, in the following order:
1. Organization Details. Please share the name of the organization you want to create a social media strategy for and provide a link to the organization’s website if applicable. Briefly describe the nature of the organization (it’s primary mission and organizational structure) and your interest/reasoning in choosing the organization. If you have a personal relationship to the organization, please describe that relationship, including your access to/role in managing the organization’s social/digital presence.
2. Organization's "Business Goal(s)." Briefly describe one or more key goal you believe the organization may want to try and accomplish through social media. For example, if I chose Johns Hopkins University - one key goal right now is getting professionals to enroll in the MBA program. Or, if I chose Burger King, maybe I would want to focus on the launch of a new kids meal. What do you know about what the company/organization is working on that they might want to focus on right now?
3. Organization’s social/digital platforms. Please describe the organization’s social and digital communications. What platforms does the organization use to communicate with its audiences? Does the organization have a presence on LinkedIn? Instagram? Facebook? Etc? Generally, how is each platform used? You might choose to do this in the form of a table or list. Be sure to include links to the organization’s social presence.
4. Publics/Consumers. Generally, who are the groups that the organization is trying to reach through their social media platforms? Are they audiences of fans? are they consumers? Are they volunteers? Other businesses?
5. Storytelling/Messaging. What are the key messages that are shared through the organization’s social platforms? You may choose to organize your description by types of messages, or choose some key examples that highlight the types of stories that the organization shares.
6. Influencers. Does the organization have/use influencers to extend their social media reach? If so, who are those influencers?
7. Recent campaigns/engagement. Identity the organization’s most recent social media content. What has happened on the organization’s platforms in the past 4 weeks?
8. Industry/Competitor observations. How does your organization compare to the social media use of its competitors? You may choose the one primary competitor, or a broader field of organizations.
9. References
Learning about your organization:
Every organization is unique. In some instances, you may have to search back over many years in order to understand the social media landscape for your organization. Your organization may have a strong social media history or a very limited presence. Do a search of industry and news publications and digital posts to identify any significant campaigns and review your organization’s past posts to inform your analysis. The organization you choose should guide the content in your assignment.
Presentation Specifics
Your VoiceThread should include at least one slide where you record yourself on video (so that we can see your face).
Your VoiceThread presentation should be no more than 10 minutes in length and include no more than 20 slides of information (including your title slide and references).
Your presentation slides should evidence of effective composition. Do not use your slides as a script. Instead, take time to create slides that visually enhance, organize, and showcase the message in your presentation. Use infographics, color, images and style appropriate for a professional context.
Your presentation style should be professional, practiced, and show evidence of confidence and interest about the material.
Scoring
Scoring for this assignment is composed of three categories:
1. Accurate completion of all elements client proposal. For full credit in this area your presentation will not only accurately review all of the required categories, it will do so by using specific examples from the organization that you have chosen. 10 points possible
2. Evidence of understanding the course concepts and application of the course readings. Where appropriate, your presentation will use the terminology we’ve reviewed during our lesson weeks, and reference readings or examples that help illuminate your description of the organization’s social presence. Your goal is to show that you are developing a sense of how the elements of an organization’s mission and message interact with its social media content. 5 points possible
3. Effective presentation. Your presentation content is thoughtfully prepared with attention to effective slide design including the use of infographics and images to highlight information about your organization. Your slides are audience-centered - this means they help illuminate your message, they are not your script for your presentation. Your presentation is professional and there is evidence of preparation and rehearsal. Your presentation is the appropriate length (slides/time) and references, when needed, are accurately formatted. 5 points possible
Resources - Readings and Videos：
Read Debbie Hemley’s (2014) piece, “How to Design a Social Media Campaign.” Hemley is writing in Social Media Examiner. This is another key industry publication for social media professionals. How does Hemley’s Whole Foods example highlight the difference between a strategy and a campaign? Again, remember - there is no one right way to create a plan. This is a great example though of how important it is to think about: what is the business/organization trying to accomplish? Also - this is from 2014. 2014. There are certain components that people expect in your campaign pitch. Know them.
Read Alfred Lua's (2019), “Social Marketing Strategy for 2019 and Beyond.” Lua's piece highlights the importance of keeping your target audience in mind throughout the planning process by encouraging you to think about the "big picture." Do you agree?
Finally, I really like "How to Create a Social Media Marketing Plan in 8 Easy Steps" but the title simplifies things a bit - see what you think - but this might be a great choice to use as a template for your final project.
Optional Interesting Reads:
Read Stephanie Walden’s (2014) piece, “Social Media, Marketing, and PR: Who is Responsible for What”? One common question when you jump into social strategy is “how can one person do all this work?” The answer is: you should not have to. Walden’s piece is an excellent review of the different teams across an organization that come together to make a social strategy work (Hubspot also talks about this in their certificate videos). As you read this piece, think about how your social strategy plan may make room for different roles and different departments in your client’s organization. (A few people have asked about - what does a job in social look like? you can check out Wayup's piece on that to start - and there are also a LOT of people in this class you can ask about this - and if you are one of the people that CAN be asked - hey - say so would you")
Readings on some of the social media platforms: It's true. Some of you haven't used each and every social media platform! (What" I swear. I won't tell.) So you may need a primer so that you can figure out what you will want to include in your final campaign. Here is a starting point - more to follow.
Intro to Facebook
Intro to Instagram
Intro to Twitter
Intro to TikTok
Intro to LinkedIn
Intro to Weibo
And because we'll be looking more deeply at Facebook next week - I wanted to share Hubspot's Facebook Marketing guide.
Let me finally say: this course is very focused on American social media platforms. There are social platforms outside of the U.S. - you are welcome to learn about them, write about them, and consider how they relate to your final project for this class.
It can be challenging to put together a full module on these platforms using English sources - but I welcome you writing about/using anything that interests you for this course!
Hello,
Please complete the presentation based on the introduction. This presentation requires 3 pages speech draft and 5 slides. please read the content in the source document before completing the presentation. I have attached the source document