Week 5 Assignment 1

Assignment 1:  Social Media Strategic Plan Outline
Due Week 5 and worth 320 points

As a social media analyst, you developed a research plan for your client in the MKT 330 Marketing Research and Digital Analytics course. Congratulations! The research plan was a success and now your client is requesting a Social Media Strategic Plan. Before you create the plan, you need to develop an outline to ensure that the client has everything that they require.

Create an outline that includes specific bullets with corresponding information that you can give to your client for sign-off. You will sue the outline as a guide when creating your Social Media Strategic Plan. (Note: Refer to Chapter 15 “Social Media Marketing Plan” for additional information.)

1. Customer profile of your target market (i.e. attributes: demographics, psychographics, geographic locations, behavioral, life style, etc.).
2. Conduct a competitive analysis using the SWOT method.
3. Set goals and determine strategies. (Chapter 2 introduces a set of general social media goals, which provides excellent starting point for crafting the organization-specific goals. Also, Chapter 2 introduced the Eight C’s of Strategy Development.)
4. Incorporate information regarding the observations of social media presence from the MKT 330 Marketing Research and Digital Analytics course and then select platforms. (Note: Use the following five (5) key metrics for auditing a company’s social media presence on individual social media platforms:
   • Sentiment Analysis – Shows the number of positive, neutral, or negative mentions on each social media platform where the company has a sizable presence.
   • Reach – Indicates the number of Twitter followers, Facebook fans, LinkedIn group members, Flickr view count, and so on.
   • Company Posts – Measure how often the company posts on each social media platform.
   • Feedback – Shows the number of comments, likes, or replies to company-generated content.
   • Average Response Time – Assesses response time to user comments on the company’s social media properties.
5. Format your assignment according to the following formatting requirements:
   • This course requires use of new Strayer Writing Standards (SWS). The format is different than other Strayer University courses. Please take a moment to review the SWS documentation for details.
   • Typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
   • Include a cover page containing the title of the assignment, your name, the professor’s name, the course title, and the date. The cover page is not included in the required page length.
   • Include a reference page with a minimum of three high quality references. Citations and references must follow SWS format. The reference page is not included in the required page length.

The specific course learning outcomes associated with this assignment are:

• Compare and contrast the purpose and features of various types of social media.
• Identify ways in which businesses and/or celebrities use social media marketing to engage customers.
• Identify how to measure and assess the effectiveness of social media strategic plan.
• Use technology and information resources to research issues in social media strategy.
• Write clearly and concisely about social media strategy using proper writing mechanics.

Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric.

Points: 320

Assignment 1:  Social Media Strategic Plan Outline

Criteria

Unacceptable

Below 60% F

Meets Minimum Expectations

60-69% D

Fair

70-79% C

Proficient

80-89% B

Exemplary

90-100% A

1. Customer profile of your target market.

Weight: 20%

Did not submit or incompletely created a customer profile of your target market.

Insufficiently created a customer profile of your target market.

Partially created a customer profile of your target market.

Satisfactorily created a customer profile of your target market.

Thoroughly created a customer profile of your target market.

2. Conduct a competitive analysis using SWOT method.

Weight: 20%

Did not submit or incompletely conducted a competitive analysis using SWOT method.

Insufficiently conducted a competitive analysis using SWOT method.

Partially conducted a competitive analysis using SWOT method.

Satisfactorily conducted a competitive analysis using SWOT method.

Thoroughly conducted a competitive analysis using SWOT method.

3. Set goals and determining strategies.

Weight: 20%

Did not submit or incompletely set goals and determined strategies.

Insufficiently set goals and determined strategies.

Partially set goals and determined strategies.

Satisfactorily set goals and determined strategies.

Thoroughly set goals and determined strategies.

4. Incorporate informationregarding the observations of social media presence and select platforms.

Weight: 20%

Did not submit or incompletely incorporated informationregarding the observations of social media presence and select platforms.

Insufficiently incorporated informationregarding the observations of social media presence and select platforms.

Partially incorporated informationregarding the observations of social media presence and select platforms.

Satisfactorily incorporated informationregarding the observations of social media presence and select platforms.

Thoroughly incorporated informationregarding the observations of social media presence and select platforms.

5. References.

Weight: 10%

No references provided.

Does not meet the required number of references; all references poor quality choices.

Does not meet the required number of references; some references poor quality choices.

Meets number of required references; all references high quality choices.

Exceeds three required references; all references high quality choices.

6. Clarity, writing mechanics, and formatting requirements.

Weight: 10%

More than 8 errors present.

7-8 errors present.

5-6 errors present.

3-4 errors present.

0-2 errors present.