Provided by Professor Carolyn Kim at Biola University

1. Portfolio Building Block #1: Social Media
Biola University
Professor Carolyn Kim
Situation: You are selected by your dream company to come in for a job interview.
They are hiring in their social media department. When you arrive, they tell you the
interview will be an applied interview to determine what your expertise can do for their
organization.
The Task: The organization is getting ready tolaunch a social media campaign around
the week of Thanksgiving. IF your hypothetical dream company is a corporation or for-
profit entity (even small businesses), their goal is to target content
around Cyber Monday and Black Friday. IF your hypothetical dream company is a
non-profit or religious entity, their goal is to target content around Giving Tuesday.
You are asked to analyze their social media content, create a plan and provide posts
for 4 social media platforms over the course of the week.
Your final project must include:
Write a brief that includes:
1) a cover page (branded for the client)
2) Index for pages and appendixes
3) two-three page of analysis and recommendations (written in a professional style.
4) appendixes that provides tables, data analysis, etc. from the activities below.
In your content pages you should have the following headers/sections.
 Data Analysis: This is where you will summarize the main findings from your
research (identified in the appendix items). Because this is a summary, you
need to synthesize the information and give a big-picture analysis of what the
data means.
 Key Findings: Based on the big picture analysis of data, create 3-5 bullet points
that identify problems or opportunities that have been identified. You can think
through this using a SWOT analysis to help recognize the largest points you
want to zero in on as part of this report.
 Next Steps and ROI: Finally, based on key findings, what actions should be
taken. What would you tell the brand to do based on what you identified. Be
sure to identify the Return on Investment -- in other words, IF they choose to
do what you recommend, what do you anticipate the value to the
brand/organization to be after it is complete. You always want to be able to

2. speak to the value of your activities -- this is the part where I expect to see your
expert insight and background really shine as you make the case for why your
recommendations would matter.
Toget data and make an informed proposal, be sure to include at least the following
within appendix pages:
 Appendix A: A dashboard report from Meltwater analyzing reach, impact and
potential opportunities that could be available for the brand. Use this data to
provide meaning -- in other words, interpret what Meltwater has provided to
make recommendations.
 Appendix B: Based on the reading and social listening chapter, create a "Share
of Voice " report and provide recommendations and insight based on your
findings. Use Meltwater toprovide your Share of Voice report and to give
context for what it means.
 Appendix D: This appendix should address briefly the 4 platforms you are
using in your analysis. Include 1) an overview of the platform itself -- what does
it provide, why are brands using it, what are best practices, etc. 2) Identify what
areas that brand should change in their profiles, community engagement, or
interactions to align with best practices. There should be no more than 1 page
for each platform within this appendix (4 pages total for Appendix D since you
have 4 different platforms you are reviewing).
 Appendix E: A content for the Thanksgiving week campaign for the social
media platforms.
 Appendix F: All creative pieces (designed in something like Canva, Piktochart,
or Adobe products) that complete the posts you suggest in the Content
Calendar.
Compile a final document with all your pieces. Submit it as a PDF
document.