Description
Continue with the client introduction assignment.(Please read my professor’s comment)
Introduction
In this assignment, you will take what you have learned about your organization’s social media presence and combine it with your knowledge of social media objectives and metrics in order to propose some elements of a social media campaign.
The purpose of this assignment is to show that you are learning about the relationship between platform and audience, have a sense of how to write clear and measurable objectives, and that you can identify the appropriate measurements for a campaign.
You will submit your proposed objectives and measurements in the form of a 4-5 page paper that will be submitted via the Assignments link on course site. Select the link above to submit the assessment.
Directions
Produce a 4-5 page paper in which you:
- Review the mission and activities of your client (specifically the activities you will focus on in your final campaign plan/strategy).
- Identify four possible social media SMART objectives for your client.
- Justify each objective through attention to the organization’s business goals, their desired target audiences, and the characteristics of specific social media platforms.
- Identify a metric that can be used to assess the success of a social media campaign designed to accomplish the objective.
This paper should be organized into two parts. In Part I you should briefly review the nature of your client’s mission and activities. If you’ve narrowed the focus of the social media work you’ll be focused on, describe those here. For example, if I chose Johns Hopkins University as my client in Assignment 1, I might now narrow to the Johns Hopkins University’s undergraduate admissions office as the focus of my project.
In Part II you should identify your proposed social media objectives, justifications and measurements. Here is an abbreviated example using JHU Undergrad Admissions:
- Objective: to increase the number of new leads from Facebook by 10% by December 2021
- Business Outcome: Lead generation of potential first-year students
- Justification: JHU Undergrad Admissions cannot succeed unless it continues (and increases) the number of qualified applicants in its freshman application pool every year. Enrollment research shows that students who get connected to a campus before the end of their sophomore year of high school are more likely to attend that campus than campuses they learn about later in their college career. Research also shows that parents who connect with a college early in a child’s high school career are more likely to recommend that college to their child. Parents with high-school-aged kids spend a lot of time on Facebook.
- Measurement: Personal information (email addresses) collected through social media.
Presentation Details
Your paper should be typed and double-spaced. You can choose your font, margins, and other stylistic elements, however, please be sure that the font is 12 point in size and that margins are at least 1.5”. Please be sure to include your name and the assignment title in the header or at the top of each page, along with the page number (for instance, “Karydes, Objs/Meas, p. 4”). You do not have to have a cover page or abstract for this assignment. You should include a references page, in APA format, if you cite course material.
Review the scoring details below to understand how your submission will be evaluated.
Scoring
| CRITERIA | Points Possible | Your Score |
| Paper accurately reviews the client’s goals, and if appropriate, narrows the scope for the focus of the objectives. | 2 | |
| Objectives are written using SMART approach and are appropriately connected to the client’s goals | 5 | |
| Justification for objectives are accurately and completely grounded in an understanding of social media platform features and audiences | 5 | |
| Measurements show an understanding of the analysis tools available for social media platforms and are appropriate for the proposed objectives | 5 | |
| Paper and citations are formatted according to instructions, paper is the appropriate length and is edited/proofread for accuracy and clarity | 3 |
Addtional informations:Now that you are beginning to think about the elements of your strategy and campaign document, you will need tools to help you generate the content that goes into these documents (and into your social media posts). That’s why this week we’ll focus on the creation of plan objectives, and the techniques you can use to develop content ideas for those objectives.
Specifically, we’ll learn about the creation of SMART objectives that are:
S-specific, M-measurable, A-attainable, R-relevant, T-time specific.
You may have heard of SMART objectives before. This acronym is used across industries for the purposes of strategic planning. The concept of SMART objectives emerged when business leaders realized that far too often their teams would create objectives that were too ambiguous to be useful or realistic. Communication teams were especially guilty of setting ambiguous and unrealistic goals. Imagine, for example, that you work with the communications team at JHU to help create marketing and admissions materials. You’ve proposed a campaign that would use Facebook ads to recruit new freshman for the university’s science program. How will you know that the campaign works? Your answer will really depend on how you set your objective.
Here are two objective examples:
- To publicize the JHU undergraduate science programs.
- To recruit 50 new first-year students for the Fall 2022 undergraduate science programs.
Which objective would be more effective?
By the time you finish this week’s lesson, you’ll be able to answer that question. And, you should begin to understand how the objective of a campaign drives content creation.
If you’ve not already done so, please watch the video called Objectives and Measurements. This video discussion helps to break down how to approach your Objectives and Measurements report due next week
https://jhu.instructure.com/courses/17361/pages/m0…
Note that often the term “goal” and “objective” are used interchangeably by industry experts. For the purposes of this class, the “goal” is your overarching organization outcome. For example a strategy goal may be to “Grow the undergraduate programs at JHU.” A specific objective may be: “to increase the number of freshman in the biology program by 10%” and a specific campaign objective might then be “to increase engagement on the JHU biology webpage by 10% by the end June.” from Social Media Examiner. Ward’s piece details the metrics that should be part of an ongoing data collection process in order to create baseline measurements that can be used in a campaign in an easy-to-organize format.
Read “Twitter Metrics: Why and How you should track them链接到外部网站。” by Jenn Chenn (2021). What gets posted on Twitter happens so quickly that some wonder if it’s worth tracking activity and engagement. Chenn shares why this fast-acting platform can be an important part of your communications toolkit and why and how you should keep an eye on your Twitter metrics.
Read K. Quesenberry’s (2018) The Basic Social Media Mistakes Companies Still Make.pdf
. It is attached here as a .pdf file.
Read Cross, Sands, & Momar’s article from a 2017 post for PR week: “Gloves Off: Is It Finally Time to Say GoodBye to the term “media impressions”?链接到外部网站。” These industry insiders take issue with one of the metrics that was often used to measure the reach of TV and magazine ads. How do you think their critique applies to the analysis of social media?
Read Ashley Ward’s (2019), “10 Metrics to Track When Analyzing Your Social Media Marketing链接到外部网站。” from Social Media Examiner. Ward’s piece details the metrics that should be part of an ongoing data collection process in order to create baseline measurements that can be used in a campaign in an easy-to-organize format.
