Provided by Professor Chuck Byers at Santa Clara University

1. PUBLIC RELATIONS
COMM150B FINAL PROJECT
FALL 2017
General Overview
Your team is now a Social Media Team. As a team:
1. Select a business or organization to research
2. Conduct social media monitoring search using Meltwater.
3. Create a presentation and write a report outlining your
research strategy and your recommended public relations
tactics.
The presentation and the report are two separate parts of your
"Final Exam." Time will be allotted to each team for a
presentation during the normally-scheduled Final Exam period.
Your written report will also be due in both hard copy and
electronic format at the time of your presentation.
The following represents the organizational outline of your final
report. While this may also represent general guidance and
direction for your presentation, use your presentation to tell a
story and add compelling details over and above the material in
the report.
I. Client Selection
• Brainstorm list of companies that are similar (fitness, fashion, etc.)
and initially appear to have good social media coverage. Document
that list and identify the criteria you used to assess "good social
media" coverage
• Build searches on each company in Meltwater
• Build a benchmark dashboard comparing 3 similar companies
Process:
Copyright © Charles F. Byers, 2014 1

2. • Use the video link provided as part of the Meltwater presentation to conduct
a social search on Barry’s Bootcamps in San Francisco for May 2017. The
video displays how to create a monitoring dashboard.
• A second link provided during the Meltwater presentation shows how to
create a benchmark dashboard comparing Barry’s Bootcamp to 24 Hour
Fitness and Crunch Fitness
II. Methodology - Detailed Key Word Search
• Brainstorm key words in your clients industry. Provide a detailed
list of those key words
• From that list, select the most relevant terms and plug them into the
three different search boxes to find the best results. (See sample
below)
III. Target Company Overview
Using the data generated through Section I & II, provide an
overview for each of the three companies that includes:
• Company History
• Social Media Outlets Used
• Total Followers for Each Outlet
IV. Social Media Marketing Analytics
Copyright © Charles F. Byers, 2014 2

3. Using the data generated provide:
• Graphs from Meltwater displaying current social media trends
• Content stream screen shots
V. Social Media Marketing Goals
• Outline of 3 goals for improving social media accounts
• Provide timeline - Your timeline is your project management
system, charting of the initiation, development, execution of each
project within the total program. It must take into account media
closing dates and time for planning, creation, printing, and
distribution of each element considering available resources and
timing opportunities and strategy.
It is very smart to assign an individual to have lead responsibility
for each project, the person to be held accountable for the on time,
on budget, and on quality delivery. Hint: When in doubt assume
everything will take twice as long as you first assume it will.
VI. Social Media Platforms
Define the social media platforms (Facebook, Twitter, YouTube et
al) with the highest concentration of target audience/persona
participation. Prioritize with regards to weight and importance.
Identify specific (a) Social Networks (b) On-line communities
VII. Tactics
Each social media platform requires unique and customized
tactics to successfully execute the company's overall strategies
for reaching its objectives. Identify four-to five specific tactics for
each of the platforms and on-line communities listed in Section VI.
Note: This is a list of some of the things you can do. No program
can do all things. What tactics do you believe will work best given
the platform and your social media goals
Copyright © Charles F. Byers, 2014 3

4. • Create Pages • Update Pages
• Content (visual/verbal) • Content Curation and Re-
distribution Specifics
• Content Sharing Specifics • Special Offers/Special
Deals/
Giveaways/Coupons
• Contests/Events • Useful Tips
• Direct Marketing • News & Commentary
• Video, Image & Video Channels • Discussion Management
• Literature Distribution • On-line Publishing &
Distribution
• Group Participation • Search/SEO
Copyright © Charles F. Byers, 2014 4