The final project for COM310 is to develop as part of a team, a social media plan for a client (usually a nonprofit or a start-up). This 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:
105 Chauncy St. 8th Floor.
Boston, Massachusetts 02111
Laura Willis (she/her), Marketing & Communications Strategist
PO Box 1821
Hillsborough, NH 03244
139 Winter Street
Tilton, NH 03276-5415
Sarah Stanley, Public Information Officer
PO Box 745
Framingham, MA 01701
(their FB site says: email@example.com)
This will be written and presented as a formal report to management.
Please follow this order for the report and presentation:
Conclusion: Include a brief wrap-up stressing the importance of following the plan and how it benefits the client
The final report and presentation will follow this order:
I. Introduction and Objectives: What are you trying to accomplish? Offer details, citing specific goals/metrics and a time frame for measuring the success.
II. SWOT Analysis/Social Media Audit with Competitive 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?
III. Target Audience(s): Clearly define and justify a recommended at least one target audience for the client. Include evidence of research to back your recommendations. For example, you can’t just 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.
IV. 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. The Learning Common Reference Desk can save you lots of time and stress if you go there in person and give them enough time to help you.
V. Social Media Platform and Tool Selections: Now that you’ve recommended the targeted audience(s) for your client, it’s time to match that up with social media platforms and tools. Don’t assume your client has any idea what these are. You should probably assume your client has no understanding of social media at all.
VI. Tools/Platforms Tutorial: Don’t assume your client knows how to use any social media tools or platforms. Walk them through an introductory tutorial, and provide hyperlinks to good training videos or articles. Could someone in his/her late 40s/early 50s (without a Smartphone) understand how to do what you’re recommending? Stay in third person throughout the tutorial.
VII. 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 can emulate?
VIII: 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.
IX: Measurement and Analysis: Strategies and recommendations don’t mean a thing if your client can’t see if it worked. During the semester, you’ll be assigned lots of reading about measurement and metrics. In this final report chapter, you’ll put that information to use! 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?
X: Conclusions: A brief wrap-up stressing the importance of following the plan and how it benefits the client. The key here is a clear, smooth closure rather than an abrupt ending.
*Remember to read your entire report to ensure that all the pieces fit together (Ex: Be sure the author of the Tactics section doesn't contradict something said in the SWOT section, etc.)
Team presentations to clients: Monday, December 12, 2022 or Thursday, December 15, 2022
Remember to notify coaches and employers that you cannot be excused from either session.
Below is one example of an excellent social media plan by a former group of COM-310 students. Other examples may be found in your Brightspace course modules.