Outcomes
4. Create, maintain and promote a Facebook account,
5. Create a social media “product,”
6. Execute basics of Facebook advertising,
7. Develop a social media campaign.
Activity
Create your social media campaign, a designated Facebook page designed to promote your communication objectives cross-promoted on other social media such as Twitter and Instagram.
Plan your approach and present the plan to the class. Develop your social media presence and promote your agenda via pages with specific content strategies and create demand through social media ads and integrating campaign approaches through other social media channels.
Collect baseline data from Facebook Insights. Analyze and evaluate it, interpreting user and interaction data in terms of demographics, page views, and media consumption, and discuss how the numbers reflect your attempts in reaching your campaign goals in a summative post on your blog at the end of the semester.
Point Value: 400
Rubric
1. Your campaign involves a Facebook page based on a theme and defined communication objectives - the type of business or community page you wish to develop and describes your social media presence, your venture's name and mission.
Incubating Hatching Weaning Flying
10-17 18-32 33-44 45-50
2. Your campaign plan posted on your blog includes a minimum of three market personas, people-types you want to target for successful clicking.
Incubating Hatching Weaning Flying
10-17 18-32 33-44 45-50
3. Your campaign plan posted on your blog explains your tactics; how you will reach your audience, including cross-promotion on other social media channels, and how you will make your page compelling.
Incubating Hatching Weaning Flying
10-17 18-32 33-44 45-50
The next four items on the rubric will be applied at the end of the semester as your campaign matures and grows.
4. Your campaign plan posted on your blog shows an execution of your tactics, screen shots of status updates, media, polls, Facebook ad, anything you've done according to plan to encourage
Likes and
Shares.
Incubating Hatching Weaning Flying
10-17 18-32 33-44 45-50
5. Your posted Facebook Insights data are analyzed in terms of Likes, Reach, Visits, Posts and People. Your analysis shows what worked, what didn't and why.
Incubating Hatching Weaning Flying
10-29 30-59 60-84 85-100
6. A posted summary is written regarding the campaign plan and how it increased traffic on your FB page and other channels used in cross-promotion, indicating trends in goals set for the campaign.
Incubating Hatching Weaning Flying
10-17 18-32 33-44 45-50
7. Your post includes a self-evaluation of the execution of your campaign, what worked to increase impressions and what you would do differently.
Incubating Hatching Weaning Flying
10-17 18-32 33-44 45-50
