Posted: October 4th, 2013
Social Media Marketing Proposal
Throughout the rest of the semester, you will be creating a social media marketing plan for a business, group, organization, etc., of your choosing. This can be a group you work for, you can opt to market yourself, or you can decide to use an existing company. The point is to create something that is useful and applicable in the real world, and that could potentially flesh out a portfolio of work for you to show a future employer.
You social media marketing proposal is just that—a proposal that explains why you want to use the business, group, organization, etc., and a rough outline of some of the key features that will comprise your overall social media marketing plan.
I would like you to think about what organization you plan to use as the basis for your marketing plan and then answer the following questions as thoroughly as possible.
1. What business, group, organization, etc., are you planning to use for your social media marketing plan? Why? (For instance, if your organization has no social media presence, that may answer the “why” question, or if the organization’s social media presence exists but isn’t very strong, and so on.) In other words, tell me why you are interested in the organization in question.
2. What is/are your goals and objectives? We have been discussing this during class. You need to have an overall goal for your social media campaign. Some common goals often include driving sales, building your community, creating brand awareness, establishing expertise, receiving feedback, etc. Think about ALL of the goals and objectives that you have for establishing this social media marketing campaign. Think short-term and long-term. What do you want to do immediately? What do you want to do long-term?
3. Who is your audience? We began discussing the importance of a relevant, targeted audience, particularly when we talked about Twitter. Think critically about who your target audiences are—trust me, you will have more than one audience. Think about age groups, income levels, education levels, etc. Think about consumers, other organizations, non-profits, and so on. Which segments of the population are you interested in engaging with your social media marketing plan?
General Notes
*For this assignment, you may either give me a hard copy or send me the assignment as an email attachment prior to the class in which it is due.
*I am not looking for a specific length, but if you find you have fewer than three typed, double-spaced pages, you likely have more you ought to be saying.
*I am always happy to read drafts up to 48 hours before the paper is due. Additionally, if you know you are not a strong writer, the SVSU Writing Center is always available to you and I encourage you to take advantage of them. http://www.svsu.edu/writingcenter.html
Grading Rubric for Social Media Marketing Proposal
Question 1 (chosen organization and reasoning):
20: Clear explanation of what organization the social media marketing proposal will use, and a clear articulation of why this particular organization has been chosen.
10: Weak explanation of what organization the social media marketing proposal will use, and/or a weak articulation of why this particular organization has been chosen.
0: Question was not addressed.
Question 2 (goals and objectives):
40: Extremely thorough analysis and consideration of all potential goals and objectives; clear articulation of each goal and/or objective; proposal has considered all important aspects of goals and objectives. Proposal also includes a thorough discussion of short-term and long-term goals/objectives.
30: Thorough analysis and consideration of all potential goals and objectives; clear articulation of each goal and/or objective; proposal has considered most important aspects of goals and objectives. Proposal also includes a discussion of short-term and long-term goals/objectives.
20: Adequate analysis and consideration of most or some potential goals and objectives; goals and objectives are articulated clearly but may not be complete; proposal has omitted several potential important goals and objectives. Proposal may or may not include a discussion of short-term and long-term goals/objectives.
10: Some analysis and consideration of some potential goals or objectives, but significantly lacking depth, critical analysis, and/or discussion of short-term and/or long-term goals.
Question 3 (audience):
40: Extremely thorough analysis of all potential audiences.Clear explanation of why the target audiences were chosen and why potential target audiences might be omitted.
30: Thorough analysis of most potential audiences. Clear explanation of why the target audiences were chosen and why potential target audiences might be omitted.
20: Analysis of some potential audiences, but explanation of why the target audiences were chosen and why potential target audiences omitted is not clear.
10: Weak analysis of potential audiences; important target segments not included. Explanation and discussion is weak or muddled.
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