This is an assignment for my Comm 322 Social Media Class for Fall 2014. It is a way for students to learn about content planning related to goals, objectives, key messages, and social media channel purpose goals. Thus, students get to think strategically about the type of content that they can create that would align with those goals. I've blogged about this assignment at mattkushin.com where you can find more context and explanation.

1. Social
Media
Strategy
&
Content
Proposal
+
Presentation
Comm
322:
Social
Media
Summary
Due
Date
Turning
In
See
syllabus
Paper:
1
team
member
upload
.DOC
compatible
to
Sakai
ZIP
file
of
sample
content
Presentation:
In
class
on
assigned
day
(see
syllabus)
Percent
of
total
grade
10%
Purpose
Create
1)
background
of
your
plan,
and
2)
Your
social
media
plan
and
its
rationale,
3)
create
sample
content.
Useful
Resources:
§ Brice’s
Background
Work
(on
Sakai)
§ Course
texts
Particularly
Likeable
Social
Media
Ch.
8-­‐14;
and
readings
on
syllabus
–
give
great
tips
for
content
creation
§ Social
Media
Marketing
text
(in
my
office)
§ Your
Social
Media
Audit
§ Website:
socialmediaexaminer.com
Paper
Part
1
Background
1. Cover
Page
2. Audience
Personas
–
Complete
1
audience
persona
sheet
for
EACH
audience
listed
on
Brice’s
background
research.
a. Primary
–
Ideal
person
targeting.
b. Secondary
–
person
who
also
may
benefit
from
your
content.
3. Goals
&
Objectives
–
Either
Adopt
Brice’s
or
modify.
a. A
goal
=
Broad
statements
summarizing
what
is
to
be
accomplished
and
when.
i. Example:
Over
the
semester,
this
blog
will
educate
Apple
fans
and
PR
enthusiasts
on
the
cutting
edge
promotional
strategies
the
company
is
using
to
promote
its
products.
b. Objectives:
SPECIFIC
OUTCOMES
(impact)
to
be
achieved
Dr.
Kushin
–
Shepherd
University
Department
of
Communication
You
are
free
to
adapt
and
modify
this
work.
I
ask
kindly
that
you
give
credit.
BY
WHAT
DATE,
for
each
target
public.
i. That
is,
by
end
of
semester
–
what
means
success
to
you?
It
must
be
measurable
–
comments,
views,
shares,
#1
on
search
results,
etc.
4. Channel
Purpose,
Differentiation
&
Value
• Social
Media
Channel
Purpose
Statement:
You
can
either
use
1
Brice
created,
and
restate
it
here.
Or
improve
upon
it.
• Differentiation:
Considering
that
there
are
many
different
Communication
Departments
at
small
schools
like
Shepherd,
what
makes
your
SU
Comm
unique?
How
do
you
differentiate
yourself
from
competition?
How
will
you
use
that
to
differentiate
your
social
media?
• Value:
What
value
will
your
content
bring
to
your
readers?
Facts,
entertainment,
etc.
5. Team
Assignments
&
Workflow
a. Complete
and
insert
“Roles
and
Responsibilities”
below.
Determine
each
person’s
position.
If
there
are
others
your
team
needs,
add
and
explain
them.
b. Complete
the
“workflow”
below.
Insert
it.
Part
2:
Plan
&
Content
6. Content
Proposal
–
Your
general
plan
for
the
semester
for
the
content
you
want
to
create
&
your
reasoning
for
it.
These
can
be
a
sentence
or
two
long.
a. Overview
of
the
plan
–
broadly,
what
type
of
content
do
you
plan
to
create?
b. Fit
with
Goals
and
Objectives
–
explain
how
it
fits
with
the
goals
and
objectives
(above)
c. Audience
–
why
your
content
will
resonate
with
primary
and
secondary
audiences.

2. Social
Media
Strategy
&
Content
Proposal
+
Presentation
Comm
322:
Social
Media
d. Campaign
theme
–
how
your
proposed
plan
fits
within
campaign
theme
(see
conceptual
framework),
e. Class
content
theme
–
how
fits
with
the
class
content
theme
calendar
and
days
of
the
week
(we
did
this
in
class;
ideally,
you
wrote
them
down
on
the
Success
Packet)
f. Channel
purpose
–
how
your
plan
fits
with
your
channel
purpose
g. Fit
with
readings
/
research
–
Explain
how
your
plan
fits
with
SPECIFIC
examples
from
assigned
readings
(sans
the
things
already
covered
in
parts
A-­‐F).
Can
also
use
additional
research
you’ve
done
(readings;
via
social
media
monitoring
software).
h. Publishable
Samples
–
these
are
in
the
form
of
the
Team’s
Editorial
Calendar
spread
over
1-­‐2
weeks,
as
you
decide
necessary
(see
Success
Packet).
We
plan
to
publish
these.
i. Twitter
/
Instagram
/
Facebook:
2
samples
of
publishable
quality.
ii. Blog
or
YouTube:
1
blog
post/video.
Expectations:
§ Appropriateness
of
work
to
the
situation,
client
(SU
Comm
Dept),
and
needs.
§ Professional writing and organization expected.
§ Length: As needed to complete above sections thoroughly.
§ Thorough completion of each section of each part of the paper.
Presentation
Your
group
will
present
your
proposal,
content
plan,
and
samples
in
a
professional
setting
to
the
class.
Time:
• 3-­‐4
minutes
to
set
up.
• ~10
minutes
of
presentation
time.
You
need
to
organize
your
material
and
determine
the
most
important
information
to
convey.
You
can’t
cover
the
entire
proposal
in
depth
in
10
minutes.
Focus
most
of
your
time
on
Part
2
of
your
proposal
document.
Q&A
/
Evaluation
After,
students
(who
are
roleplaying
as
the
client)
will
fill
out
an
evaluation
sheet
(available
on
Sakai
if
you’d
like
to
preview
it).
They’re
encouraged
to
ask
questions.
Expectations:
Do
not
treat
this
as
a
presentation
for
a
class.
Treat
it
as
a
presentation
at
your
job.
Business
casual
(jeans
or
khakis,
“polo”
shirt
or
nicer).
Polished,
practiced,
professional
presentation
style.
Time:
10
minutes
+/-­‐
3
minutes.
Visuals
–
e.g.,
Powerpoint
or
other
visuals.
Grading
Criteria
Dress:
Credit
taken
off
for
unprofessional
dress.
Time:
Outside
the
10
min
+/-­‐3
mins
window
will
result
in
a
grade
deduction.
Thoroughness
of
coverage
of
the
sections
of
your
proposal.
Professional,
organized,
and
practiced
presentation.
Deductions
for
signs
that
teammates
are
not
on
the
same
page
or
uncertain
of
their
role
in
presentation,
who
talks
when,
etc.
Professional
and
appropriate
integration
of
visuals
to
bolster
presentation.
Persons
not
present
for
their
team’s
presentation
(whether
excused
or
not):
§ May
regain
lost
credit
by
completing
the
Social
Media
Case
Study
on
Sakai
by
due
dates
on
Syllabus
§ Or,
forfeit
their
participation
portion
of
the
grade
(=
1/2
of
assignment
grade)
Persons
late
to
their
team’s
presentation
will
receive
10%
off
their
total
grade
for
the
assignment.
Team
Expectations:
Team
evaluations
will
be
done
for
your
project.
Dr.
Kushin
–
Shepherd
University
Department
of
Communication
You
are
free
to
adapt
and
modify
this
work.
I
ask
kindly
that
you
give
credit.

3. Social
Media
Strategy
&
Content
Proposal
+
Presentation
Comm
322:
Social
Media
Roles
and
Responsibilities
Teams
succeed
when
members
have
clear
roles
&
responsibilities.
Team
members
can
be
assigned
to
multiple
roles;
multiple
people
can
be
assigned
to
1
role.
Assigned
Team
Member
Role
Account
Supervisor
–
person
responsible
for
turning
in
work,
and
overseeing
general
project.
Monitor
-­‐
Person
monitoring
social
web;
ongoings
in
community
&
around
campus;
trends,
pop
culture.
Head
Writer
-­‐
Person(s)
with
stellar
writing
&
editing
skills.
Responsible
for
drafting
content,
or
editing
content
drafted
by
others.
Multimedia
–
Person(s)
with
strong
photography,
Photoshop,
or
other
skills.
Responsible
for
creating
multimedia
content;
or
editing
/
helping
others
who
are
creating
content.
Amplifier
–
Socially
connected
person
who
can
build
support:
Spread
word
online
&
offline;
Recruit
brand
ambassadors
Others
-­‐
Explain
.
Work
Flow
This
is
the
planned
process
of
completing
tasks.
Step
1:
Step
2:
Step
3:
Step
4
Add
steps
as
needed.
Example:
Step
1:
We
will
all
meet
to
brainstorm
and
come
up
with
topics
Step
2:
Each
person
will
be
assigned
specific
tasks
to
complete
by
a
given
date.
They
will
complete
work
and
bringing.
Step
3:
We
will
all
meet
at
4pm
on
Fridays
since
everyone
is
available,
and
go
over
everyone’s
work
Step
4:
Jan
and
Bob
will
go
over
what
was
presented
to
ensure
the
text
is
great,
and
the
photos
are
formatted
to
be
uploaded
to
Instagram.
Everyone
else
will
practice
the
presentation,
and
present
it.
Step
5:
Tim
will
upload
the
files
on
the
due
date.
Dr.
Kushin
–
Shepherd
University
Department
of
Communication
You
are
free
to
adapt
and
modify
this
work.
I
ask
kindly
that
you
give
credit.