Some of the most successful brands seen in social media aren’t really brands at all, but are the individuals and musical groups you see above. For this assignment you will select one of the listed musicians and analyze their use of social media in order to discern their strategic purpose. I ask you to focus on the following: · an analysis of their message to determine objectives and purpose · a determination of which aspects of their message are most successful in terms of meeting any perceived strategic objectives/purposes Musicians on social media have many fans, but music is a business like any other. It is premised upon selling a product (recorded music, concert tickets, licensed products like clothing, fragrances etc.). · How does the targeted musician or musical act use social media in order to meet strategic objectives? · Are these objectives reproducible by other businesses? Why or why not? That’s the goal of this project. Note: The artists shown above are permissible. They include Taylor Swift, Miley Cyrus, Gwen Stefani, Justin Bieber, Luke Bryan, Ne-Yo, Lady Gaga, Pitbull, Rihanna, Ariana Grande, Katy Perry, 50 Cent, Jennifer Lopez, Snoop Dogg, Blake Shelton, Joey Bada$$, Shakira, Nicki Minaj, Wiz Khalifa, Maroon 5, Meghan Trainor, Miranda Lambert, Pharrell Williams, Sam Hunt, and Little Big Town. Any other artist of interest not in this list – must be approved by the instructor. Assignment Guidelines Your report should be written as a business report, not an academic paper! That means incorporating a heavy use of headings, charts, bullet points, screen shots and easy to scan for specific information. The reports should be structured in the following way and include the information listed. Please use the following formatting guidelines: · no longer than 5-7 pages in length · 1-inch margins · single-spaced, using a 12-point font Include relevant screen shots and reference information, and follow the outline below: 1. Introduction and background 1. Briefly describe the musician as a business 2. List major accomplishments (years active, sales from recordings, sales from live performances, licensing deals, other sources of income like fashion, fragrances etc.) 2. Social Media Integration 1. Overall summary of existing presence on social media; How long, how active, which platforms, numbers of fans, followers etc. You should check and report their presence on Facebook, Twitter, Instagram, YouTube; 3. Social Media Strategic Analysis 1. After an analysis of each of the above platforms and the musicians use of them, determine what their strategic objectives are and why you think this is the case. 2. Strategic objectives should ideally be business related. You should uncover at least 3strategic objectives. 4. Short Term Goals and Tactics 1. Analyze how the musician achieves those objectives on each platform (Facebook, Twitter, Instagram, YouTube). Specifically list the tactics employed on each platform. 5. Conclusion & Recommendations 1.

1. Some of the most successful brands seen in social media aren’t
really brands at all, but are the individuals and musical groups
you see above. For this assignment you will select one of the
listed musicians and analyze their use of social media in order
to discern their strategic purpose. I ask you to focus on the
following:
· an analysis of their message to determine objectives and
purpose
· a determination of which aspects of their message are most
successful in terms of meeting any perceived strategic
objectives/purposes
Musicians on social media have many fans, but music is a
business like any other. It is premised upon selling a product
(recorded music, concert tickets, licensed products like
clothing, fragrances etc.).
· How does the targeted musician or musical act use social
media in order to meet strategic objectives?
· Are these objectives reproducible by other businesses? Why or
why not?
That’s the goal of this project.
Note: The artists shown above are permissible. They include
Taylor Swift, Miley Cyrus, Gwen Stefani, Justin Bieber, Luke
Bryan, Ne-Yo, Lady Gaga, Pitbull, Rihanna, Ariana Grande,
Katy Perry, 50 Cent, Jennifer Lopez, Snoop Dogg, Blake
Shelton, Joey Bada$$, Shakira, Nicki Minaj, Wiz Khalifa,
Maroon 5, Meghan Trainor, Miranda Lambert, Pharrell
Williams, Sam Hunt, and Little Big Town. Any other artist of
interest not in this list – must be approved by the instructor.
Assignment Guidelines

2. Your report should be written as a business report, not an
academic paper! That means incorporating a heavy use of
headings, charts, bullet points, screen shots and easy to scan for
specific information. The reports should be structured in the
following way and include the information listed. Please use the
following formatting guidelines:
· no longer than 5-7 pages in length
· 1-inch margins
· single-spaced, using a 12-point font
Include relevant screen shots and reference information, and
follow the outline below:
1. Introduction and background
1. Briefly describe the musician as a business
2. List major accomplishments (years active, sales from
recordings, sales from live performances, licensing deals, other
sources of income like fashion, fragrances etc.)
2. Social Media Integration
1. Overall summary of existing presence on social media; How
long, how active, which platforms, numbers of fans, followers
etc. You should check and report their presence on Facebook,
Twitter, Instagram, YouTube;
3. Social Media Strategic Analysis
1. After an analysis of each of the above platforms and the
musicians use of them, determine what their strategic objectives
are and why you think this is the case.
2. Strategic objectives should ideally be business related. You
should uncover at least 3strategic objectives.
4. Short Term Goals and Tactics
1. Analyze how the musician achieves those objectives on each
platform (Facebook, Twitter, Instagram, YouTube). Specifically
list the tactics employed on each platform.
5. Conclusion & Recommendations
1. Summarize how successful you think this musician is on
social media generally. Which platform specifically are they
most successful? Why? How does this fit in with their strategic
objectives? Make at least 1 strategic recommendation and 2

3. tactical ones that will support it. The strategic recommendation
should be fairly broad, but again, business related; The tactical
ones should represent the specific actions (posts, content, etc)
on actual platforms (Facebook, Twitter, Instagram etc.)
Written Assignment Rubric
Written Assignment Rubric
Criteria
Ratings
Pts
This criterion is linked to a learning outcomeContent: Ideas and
Content (20%)
20.0 Pts
Excellent: The writing is exceptionally clear. Main ideas
include strong supporting material. Discussions completely
reflect the assignment objectives. (15.1-20 points)
15.0 Pts
Above Average: The writing is clear, focused, and interesting.
Main ideas are developed by supporting details. Discussions
may need development.
10.0 Pts
Average: The main ideas may be overly broad or simplistic, and
may not be effective. Supporting details are often insubstantial.
5.0 Pts
Below Average to Failing: The writing lacks a central idea or
purpose. Ideas are extremely limited, have minimal
development, and repeat details.
20.0 pts
This criterion is linked to a learning outcomeContent: Purpose
and Intent (20%)
20.0 Pts
Excellent: The writing reflects the writer's specific purpose and
intent.

4. 15.0 Pts
Above Average: The writing has many characteristics of the
writer's specific purpose and intent.
10.0 Pts
Average: The writing has a few characteristics of the writer's
specific purpose and intent.
5.0 Pts
Below Average to Failing: The writing does not reflect the
purpose and intent of the assignment.
20.0 pts
This criterion is linked to a learning outcomeContent:
Reasonable and Appropriate Appeal (20%)
20.0 Pts
Excellent: The writer connects strongly with the audience by
including relevant details and natural, engaging language.
15.0 Pts
Above Average: The writer successfully includes one or two
reasonable or appropriate appeals.
10.0 Pts
Average: The writer unsuccessfully attempts to connect with the
audience.
5.0 Pts
Below Average to Failing: The writer made no attempt to make
the reader care about the topic.
20.0 pts
This criterion is linked to a learning outcomeOrganization and
Development: Organization (8%)
8.0 Pts
Excellent: Major points are stated clearly, organized logically,
and supported by specific details. Organization enhances the
central idea and its development. The introduction clearly
conveys the topic and grabs the readers attention. Paragraphs
easily flow with subtle transitions. Conclusion effectively
reviews major points.

5. 6.0 Pts
Above Average: Major points are stated and include some
specific details. Organization is clear and coherent. Structure is
present but formulaic. The introduction clearly conveys the
topic. There may be ineffective paragraph transitions. The
conclusion does not review major points.
4.0 Pts
Average: Major points are somewhat stated and organized, but
they do not include specific details, examples, or analysis. The
introduction somewhat conveys the topic. The overview
sentence is vague. Structure is present but often ineffective. The
conclusion is somewhat logical.
2.0 Pts
Below Average to Failing: Major points are not stated. The
paper does not include a clear beginning, body, or ending. The
introduction does not convey the topic. Paragraph structure, if
present, appears to be random. There is no conclusion.
8.0 pts
This criterion is linked to a learning outcomeOrganization and
Development: Person and Point of View (4%)
4.0 Pts
Excellent: The writer uses the appropriate point of view
throughout the entire paper.
3.0 Pts
Above Average: The writer uses the appropriate point of view
throughout most of paper.
2.0 Pts
Average: The writer uses the appropriate point of view in
portions of the paper.
1.0 Pts
Below Average to Failing: The writer shifts between various
points of view throughout the paper, or frequently uses an
inappropriate point of view.
4.0 pts

6. This criterion is linked to a learning outcomeOrganization and
Development: Sentence Variety and Fluency (4%)
4.0 Pts
Excellent: The writing includes extensive variation in sentence
structure and length. Sentence structure enhances meaning by
drawing attention to key ideas. There are no fragments or run-
on sentences.
3.0 Pts
Above Average: The writing flows; however, connections
between phrases or sentences may be less than fluid, and
occasional poor sentence construction interferes with meaning.
There are some fragments or run-on sentences.
2.0 Pts
Average: Sentences tend to be mechanical rather than fluid.
Occasional awkward constructions obstruct the meaning.
Fragments and run-on sentences confuse the reader.
1.0 Pts
Below Average to Failing: Sentences lack structure and appear
incomplete, lengthy, awkward, or difficult to read. Lack of
sentence structure frequently obscures meaning.
4.0 pts
This criterion is linked to a learning outcomeOrganization and
Development: Word Choice (4%)
4.0 Pts
Excellent: Words are specific and accurate. The writer's word
choices enhance the meaning and clarify understanding.
3.0 Pts
Above Average: Words are correct, and they support the writer's
meaning. Words and phrases are functional, but there may be
better choices.
2.0 Pts
Average: Words are correct but somewhat confusing. Words and
phrases are somewhat functional but must be refined.
1.0 Pts
Below Average to Failing: Words are not specific and are

7. distracting. Jargon, clichés, or redundancies distract or mislead
the reader.
4.0 pts
This criterion is linked to a learning outcomeMechanics:
Conventions (8%)
8.0 Pts
Excellent: Correct grammar, spelling and mechanics facilitate
the reading of the text. There are no errors in capitalization or
punctuation. The paper is exceptionally easy to read and
conveys information effectively.
6.0 Pts
Above Average: Correct grammar, spelling, and mechanics
facilitate the reading of the text. There are one or two errors in
capitalization or punctuation, but the paper still conveys
information effectively.
4.0 Pts
Average: Errors in grammar, spelling, and mechanics are minor
but affect the reading of the text. The writer makes a few errors
in capitalization or punctuation interrupts the flow.
2.0 Pts
Below Average to Failing: Poor mechanics, grammar, and
spelling impede the reading of the text. The writer makes
several errors in capitalization or punctuation, which greatly
interrupts the flow.
8.0 pts
This criterion is linked to a learning outcomeMechanics:
References and In-Text Citations (12%)
12.0 Pts
Excellent: All intellectual property is accurately documented
consistent with APA guidelines. Box in-text and reference page
citations are correct. The writer accurately quotes, paraphrases,
and summarizes. Only sources included in paper appear on the
reference page.
9.0 Pts

8. Above Average: All intellectual property is accurately
documented, but a few citations are incorrect. Either the in-text
citations or the reference page require revisions. There is too
much paraphrasing and not enough original content.
6.0 Pts
Average: All intellectual property is documented, but many
citations are not consistent with APA guidelines. They require
many revisions. The in-text citations do not match the listed
references.
3.0 Pts
Below Average to Failing: Few sources are used and there are
little or no citations. Those that appear are not formatted
correctly. The citations and reference page require major
revisions. The paper reflects possible plagiarism.
12.0 pts
Total points: 100.0