Q MKT 555 Final Project II Milestone One Guidelines and Rubric Overview: This milestone will help you complete critical elements I, II, and III of Final Project II, which focuses on Maersk Line’s highly successful social media marketing campaign. Prompt: To complete this assignment, analyze the Maersk case study for the critical elements below, and then compose a paper that addresses the questions and concepts. Be sure to review and reference the module resources, which were chosen specifically to support the course content and assignments, when writing this paper. Specifically, you must address the following critical elements: I. Innovation A. Assess what the company did to embrace social media marketing. B. Compare what the company did via social media with what the competition did. II. Strategy A. Analyze how the company used different strategies for different platforms. B. Distinguish the types of content shared on the different platforms. III. Engagement A. Appraise the company’s social media community and their engagement in it. Compare and contrast the company’s use of each platform. B. Characterize the motivations of the different users and groups. C. Differentiate the perceived benefits and risks of the engagement. D. Assess how engagement contributed to the brand. Rubric Guidelines for Submission: Your paper should be a 3- to 4-page Microsoft Word document (excluding the title page and references page) with double spacing, 12-point Times New Roman font, and one-inch margins. It should follow APA style and formatting. Use at least three academic resources (such as the module resources) to support your position. Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value Innovation: Embrace Assesses what the company did Assesses what the company did to Does not assess what the 11.5 to embrace social media embrace social media marketing, but company did to embrace social marketing assessment is cursory or contains media marketing inaccuracies Innovation: Compares what the company did Compares what the company did to Does not compare what the 11.5 Competition to what the competition was what the competition was doing, but company did to what the doing comparison is cursory or contains competition was doing inaccuracies Strategy: Strategies Analyzes how the company used Analyzes how the company used Does not analyze how the 11.5 different strategies for different different strategies for different company used different platforms platforms, but analysis is cursory or strategies for different contains inaccuracies platforms Strategy: Content Distinguishes the types of Distinguishes the types of content Does not distinguish the types 11.5 content shared on the different shared on the different platforms, but of content shared on the platforms response is cursory or contains different platforms inaccuracies Engagement: Appraises the company’s social Appraises the company’s social media Does not appraise the 11.5 Community media community and their community and their engagement in company’s social media engagement in it it, but response is cursory or contains community and their inaccuracies engagement in it Engagement: Characterizes the motivations of Characterizes the motivations of the Does not characterize the 11.5 Motivations the different users and groups different users and groups, but motivations of the different response is cursory or contains users and groups inaccuracies Engagement: Benefits Differentiates the perceived Differentiates the perceived benefits Does not differentiate the 11.5 and Risks benefits and risks of the and risks of the engagement, but perceived benefits and risks of engagement response is cursory or contains the engagement inaccuracies Engagement: Assesses how engagement Assesses how engagement Does not assess how 11.5 Contributed contributed to the brand contributed to the brand, but engagement contributed to the response is cursory or contains brand inaccuracies Articulation of Submission has no major errors Submission has major errors related Submission has critical errors 8 Response related to citations, grammar, to citations, grammar, spelling, syntax, related to citations, grammar, spelling, syntax, or organization or organization that negatively impact spelling, syntax, or organization readability and articulation of main that prevent understanding of ideas ideas Total 100%