STCO 546

Research Paper: Social Media Repair Assignment Instructions

Overview

The purpose of this paper is to design an effective social media marketing plan that is based on a SWOT Analysis. For this assignment, select an organization to analyze that has a poor or weak social media presence. You may use the same organization you selected for your Week 4 Social Media Analysis assignment or you may choose a different organization so long as the organization can be thoroughly analyzed using the techniques studied in class. Note: you may reuse a small portion of content from your Week 4 assignment, however, your Turnitin score should be under 20% in similarity.

Instructions

Your completed research paper should thoroughly analyze the organization and include the following items:

Introduce the organization and include a thesis statement/purpose statement.

Briefly discuss the organization’s history and mission and describe their current status or standing in its field (See note above about self-plagiarism and reusing content from Week 4).

Describe the problem the organization has with its existing social media approach. Include any issues with the central audience, characteristics of this target audience that may be undervalued or overrated, any shortfalls you may have observed with how the organization maintains its relationship with its affiliates, customers, donors/members, or participants.

Conduct a thorough and complete SWOT Analysis. Discuss each of the four components of SWOT as they relate to the organization’s social media efforts. Give clear and specific examples.

Design a new Social Media Plan based on what you know about the organization, its mission, target audience, and strengths and weaknesses. Provide a strategic social media plan you believe would be best used by this organization to reach its central audience. Include the rationale for your selection of social media.

For each social media channel in your plan, provide the following information in this order:

List the social network.

Briefly state how the particular social network is appropriate for your central audience. This section is based on your findings from the target audience analysis, so it should be documented and specific.

Describe the type of content you will provide in that tool. Provide several examples of the content as if the messages were actually posted online. Content must be inspirational, engaging, and relevant to your audience.

Twelve (12) to Fifteen (15) pages in length

Not including title page and references page.

Formatted according to APA Style, current edition

Twelve (12) sources required

At least eight (8) sources should be scholarly articles published within the last five years, and no more than four sources (4) should come from organizational, business, trade, or professional news outlets, magazines, or websites.

Note: Your assignment will be checked for originality via the Turnitin plagiarism tool.

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