The final project for COM310 is to develop as part of a team, a social media plan for a client (usually a non-profit or a start-up). his Service-Learning project is an opportunity to “test drive” what is covered in class and what is learned independently through outside reading and earning the HubSpot or Google certification. Working as part of a team will be similar to work in the communications field after graduation. The goals for this project are:
First Meeting with Client - For Spring 2021, this must take place by Wed. February 17, 2021
26 Audubon Way
Auburn ,NH 03032
Christian Robinson, Manager
7 Meadowcrest Road
Manchester, NH 03106
Ethan Wasiejko, Assistant Director of Communications
Julie Mudd, Director of Communications
The final report and presentation will follow this order:
What are you trying to accomplish? Offer details, citing specific goals/metrics and a time frame for measuring success. Remember S.M.A.R.T. goals are: Specific, Measurable, Achievable, Relevant, and Time-based.
Your team will research local competition as part of the SWOT analysis. It’s also appropriate to look at similar companies/organizations in other geographic regions to see what social media they’re doing.
Your Social Media Audit will give a clearly described baseline, so the client can later measure its program to see if the objectives were met.
Clearly define, justify and recommended at least one target audience for the client, backed by research. For example, don't say “XYZ should target men and women ages 21-35.” Show research to prove that’s the right audience to target. What else do you know about those 21-35 year olds? Education level? Income? Married or single? Where do they live? The more detail you can offer, the better you can match up the organization, the audience, and your social media outreach. If your client already has a clearly defined audience, help them evaluate their decision. Have they made the right pick? How do you know? Prove it with some attributed research. Minimum requirement: FIVE studies/sources.
Clearly write and define the key messages that your client needs to deliver to its target audience(s). Prove that these are the right key messages by using lifestyle data and citing your sources.
Match the platform with your target audience. Using assigned readings and research presented in class, match the recommended targeted audience(s) for your client with social media platforms (Ex. Facebook, Twitter, Instagram, Pinterest, YouTube, Snapchat, etc.) and tools that reach those audiences. Assume your client has no understanding of social media and explain thoroughly. Justify your recommendations by offering and citing the research that lead to your decision. Research makes your advice credible.
A productivity tool, such as Hootsuite or Buffer, might help the client be more efficient with the platforms you’re recommending.
Your recommendation will include a detailed explanation of the best days/times to engage on each recommended platform. Discuss the reasons why, and cite research for each.
Walk your client through an introductory tutorial on using the recommended platform(s) and tool(s), and provide hyperlinks to good training videos or articles. Use third person narrative throughout the tutorial(s).
This is where your team can get creative! Develop and recommend specific tactics/exercises for your client. Use your imagination to come up with something that will differentiate it from the rest of the pack. In your research for Chapter II of this report, was there something you saw a similar company/organization do that your client might emulate?
The biggest challenge facing nonprofits (and startups) is a lack of resources – from money to people. While some strategies and tactics might make sense, there’s not always time or someone to implement the recommendations.
How many hours a day/week/month should be devoted to tactical execution? Who should do it and why? Do they really have someone who can tweet multiple times a day? How about producing and uploading videos to a YouTube channel? As part of your report, include a realistic estimate of what it would take to put the plan to into action.
Assume your client has little to no budget unless they tell you otherwise. If your team recommends anything that involves spending money, you must detail and justify the costs.
Your team will recommend and explain measurement tools (such as Google Analytics, YouTube Analytics, Facebook Insights, Twitter Insights Dashboard, etc.). Explain how measurement works, and why it’s important. What can the data tell your client?
Tell them which metrics to look at. What might those measurements tell your client? How can they react/respond? This should be a detailed section, backed with cited research.
A brief wrap-up stressing the importance of following the plan and how it benefits the client. Create a clear, smooth closure to the plan directed at future action.