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COM 310 - Social Media

This guide is a companion to Professor Boroshok's COM 310 course to guide students through the social media marketing plan project for their selected non-profit organization.

Social Media Plan Outline

This document is a chart outline for the COM310 Social Media Plan project for the assigned client.

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Karin Heffernan's picture
Karin Heffernan
Contact:
 k.heffernan@snhu.edu
 603.626.9100 ext. 2290
 WLLC 108C

Welcome to COM-310: Social Media


Social Media Plan: Service Learning Project


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:

  • To learn more about working with clients and helping them use social media
  • Give students direct experience collaborating on a professional level
  • Learn how to work with different types of people, how to overcome schedule difficulties, balance priorities, and coordinate with other to balance work load
  • Build on business and communication skills learned in earlier courses

First Meeting with Client - For Spring 2021, this must take place by Wed. February 17, 2021

  • Team must reach out to client to set up a web-conference meeting
  • Team will ask questions to understand the culture and personality of the client organization
  • Team will review the client's needs, objectives/goals, social media successes/shortfalls to date
  • Client may request a social media plan for the entire organization, or for a particular event or drive

Spring 2021 Clients

Professional Firefighters of New Hampshire

43 Centre Street
Concord, NH 033031
http://www.pffnh.org

CONTACT:
John McAllister
nfr5061@comcast.net
603.731.7640

NH Audubon Massabesic Center 

26 Audubon Way
Auburn ,NH 03032
http://www.nhaudubon.org/about/centers/massabesic/

CONTACT:
Christian Robinson, Manager
crobinson@nhaudubon.org
603.668.2045

Personal Responsibility Organization 

7 Meadowcrest Road
Manchester, NH 03106
https://proyou.org/

CONTACTS:
Ethan Wasiejko, Assistant Director of Communications
ethan.wasiejko@proyou.org
603.540.5047

Julie Mudd, Director of Communications
julie.mudd@proyou.org
603.582.0301

Stepping Stones 

3 Pine Street Extension
Nashua, NH 03060
https://www.steppingstonesnh.org/

CONTACT:
Kathy Farland
kathy@steppingstonesnh.org
603.787.3016

Social Media Plan: Required content


  • Objectives defined and clarified
  • SWOT Analysis (strengths, weaknesses, opportunities, threats)
  • Social media audit – what is the client doing for social media now? What’s working, and what isn’t, and why?
  • Target audiences identified and justified
  • Messages developed
  • Social media platforms and tools recommended and justified
  • Estimate of hours needed to implement social media plan
  • Tutorial(s) on how to use the tools recommended by the team
  • Recommended benchmarks and measurements
  • Evidence of knowledge and strategies learned through Google Analytics or HubSpot certification

The final report and presentation will follow this order:

1. Introduction & Objectives

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.

2. SWOT Analysis/Social Media Audit with Competitors Analysis

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.

  • What can your client learn and emulate? 
  • Why are local competitors building community and/or reaching more followers than your client? 

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.

3. Target Audience(s)

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.

4. Key Messages

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.

5. Social Media Platform & Tool Selections

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. 

6. Tools/Platforms Tutorial(s)  

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).

7. Tactics 

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?

8. Time/Resources Needed 

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.

9. Measurement & Analysis

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.

10. Conclusions

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.  

 Team presentations to clients: Tuesday, April 27, 2021 or Friday, April 30, 2021


Sample Project