Overview

Social media has changed the way we communicate, the way we do business, and the way we present our ideas, products, and services to the world. Your social media goals should align with your overall marketing strategy and fit perfectly into your marketing plan. Be consistent and authentic with your brand while you make social media fit your marketing needs.

What You’ll Need

• Your TechKit including laptop
• Internet for research
• At least 3 credible sources (Wikipedia does not count)

Prepare

Research successful social media campaigns, such as Red Nose Day, Dove’s Dear Media Campaign, and Old Spice campaign (links to articles or videos about each campaign are in this week’s Read and View), or choose another similar one you found to use as an example for your campaign. Next decide who or what you will market through your social media campaign. You may use the same entertainment-related company, product, service, experience or person, that you used in Project 1, or you may choose something or someone new. Think of the most effective ways social media will fit into your digital marketing plan.

Create

Create a Word document that addresses the following topics:

• What is the social media campaign you have chosen to use as an example? Why did you choose that particular campaign?
• What do you think were the key elements that made this campaign successful?
• What did you choose to create a social media campaign for? Why did you make that choice?
• Which social media sites will you use for your campaign? Explain why you will use each one, and include details about whether they use organic or paid activities.
• Describe the target group(s) of consumers or audience that each social media site is intended to reach. (Demographic, Geographic, Psychographic, Benefits sought, Patterns of use)
• How will you plan the content of your marketing posts on social media? What will they include
• Will you use a social media dashboard? Which one? Why will you use it? If not, why won’t you use it?
• How will SEO be affected by your social media activity? How can you use SEO to benefit your campaign? How will you use social media as a diagnostic tool to discover consumer desires and needs?
• Would there be any value to using social media influencers to engage audiences and build brand trust for your product?
• Describe your marketing message and the content you will use on each site.
• Explain how you will measure the success of your social media campaign, include tools to gauge volume, reach, engagement, quality, and conversion.

Cite resources using both in-text citations, and a separate reference page.

Incorporate the concepts and terminology learned from this week’s readings into the paper, demonstrating how the social media campaign you created reflects the concepts learned about in the Read and View activities.

Submit

1. Save your work as a PDF document that contains all parts of the assignment.

2.     Name your document as follows: LASTNAME_FIRSTNAME_SocialMedia

3.  Upload your file to LAO and submit.