Q MKT 555 Final Project I Guidelines and Rubric Overview Social media platforms have evolved to become important marketing tools for businesses, allowing them to communicate directly with current and prospective consumers and turn them into fans and followers. Social media encourages business-to-business, consumer-to-business, and consumer-to-consumer engagement. This open communication style increases brand loyalty and sales. This course presents a broad landscape overview of the growth and evolution of social media, especially with regard to marketing. It also provides an opportunity to analyze a case study to uncover how a company used best practices to increase customer engagement. This course is divided into two sections, and therefore it has two final projects: The first is an overview of social media and its ramifications for marketing, and the second is a case study analysis of how a company used social media marketing to engage its customers. Final Project I will be submitted in Module Three. In this assignment, you will demonstrate your mastery of the following course outcomes: • MKT-555-01: Examine the impact of social media content for illustrating practical use in marketing contexts • MKT-555-02: Analyze strategic uses of social media platforms for alignment with business objectives • MKT-555-03: Appraise the capabilities and limitations of contemporary social media tools for delivering intended messages and reaching intended audiences • MKT-555-04: Illustrate social media messages that address marketing goals for contributing to a brand • MKT-555-05: Examine the elements of online communities for assessing how they can be leveraged by brands Prompt To complete this assignment, compose a paper that addresses the following questions and concepts concerning the social media landscape from a historical, cultural, and social perspective. Include appropriate detail in each response. I. What Is Social Media A. Identify the functions and strategies that characterize social media. [MKT-555-01] B. Describe how social media has evolved. Include representative examples. [MKT-555-01] C. Analyze how social media and communication theory have made an impact on society. [MKT-555-01] D. Evaluate social media’s role in culture shift and convergence. [MKT-555-01] II. Social Media Platforms A. Compare four major platforms and their value to business. Provide details. [MKT-555-02] B. Differentiate how content varies by platform. [MKT-555-03] C. Illustrate how platforms are utilized by business and customers. Provide appropriate examples. [MKT-555-02] III. Production and Consumption of Content A. Compare how users and brands both control the messaging. Provide appropriate examples. [MKT-555-04] B. Contrast user-generated and brand-generated use of media. Include examples. [MKT-555-04] C. Examine the ethical and legal issues of social media content production. [MKT-555-01] IV. Describe the current social media marketing trends. Consider thought leaders, brand advocates, and others. [MKT-555-02] Final Project I Rubric Guidelines for Submission: Your paper should be a 4- to 6-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 Element Exemplary (100%) Proficient (85%) Needs Improvement (70%) Not Evident (0%) Value What Is Social Media: Meets “Proficient” criteria and Identifies the functions and Identifies the functions and Does not identify the 8.5 Functions and shows in-depth knowledge of strategies that characterize strategies that characterize functions and strategies that Strategies the topic social media social media, but response is characterize social media [MKT-555-01] cursory or missing key elements What Is Social Media: Meets “Proficient” criteria, and Describes how social media Describes how social media has Does not describe how social 8.5 Evolved details demonstrate a complex has evolved, with detail and evolved, but description is media has evolved [MKT-555-01] grasp of the evolution examples cursory or missing key elements What Is Social Media: Meets “Proficient” criteria and Analyzes how social media Analyzes how social media and Does not analyze how social 8.5 Impact makes cogent connections and communication theory communication theory have media and communication [MKT-555-01] between social media and have made an impact on made an impact on society, but theory have made an impact societal impact society analysis is cursory or illogical on society What Is Social Media: Meets “Proficient” criteria and Evaluates social media’s role Evaluates social media’s role in Does not evaluate social 8.5 Culture Shift and shows keen insight into the in culture shift and culture shift and convergence, media’s role in culture shift Convergence culture shift and convergence convergence but response is cursory or and convergence [MKT-555-01] encouraged by social media illogical Social Media Meets “Proficient” criteria and Compares four major Compares four major platforms Does not compare four major 8.5 Platforms: Compare shows complex grasp of each platforms of value to business of value to business, but platforms of value to business [MKT-555-02] platform’s value to business comparison is cursory or illogical Social Media Meets “Proficient” criteria and Differentiates how content Differentiates how content Does not differentiate how 8.5 Platforms: Content demonstrates nuanced varies by platform varies by platform, but response content varies by platform Varies understanding of topic is cursory or contains [MKT-555-03] inaccuracies Platforms: Utilized Meets “Proficient” criteria and Illustrates how platforms are Illustrates how platforms are Does not illustrate how 8.5 [MKT-555-02] makes cogent connections utilized by business and utilized by business and platforms are utilized by between platforms and usage customers customers, but response is business and customers by business and customers cursory or contains inaccuracies Production and Meets “Proficient” criteria and Compares how users and Compares how users and Does not compare how users 8.5 Consumption of provides keen insight into how brands control the messaging brands control the messaging, and brands control the Content: Control each group controls the but comparison is cursory or messaging Messaging messaging illogical [MKT-555-04] Production and Meets “Proficient” criteria and Contrasts user-generated and Contrasts user-generated and Does not contrast user- 8.5 Consumption of masterfully differentiates brand-generated use of media brand-generated use of media, generated and brand- Content: Use of Media between each group’s use of but response is cursory or generated use of media [MKT-555-04] media contains inaccuracies Production and Meets “Proficient” criteria and Examines the ethical and legal Examines the ethical and legal Does not examine the ethical 8.5 Consumption: Ethical demonstrates keen insight into issues of social media content issues of social media content and legal issues of social and Legal Issues the ethical and legal issues of production production, but response is media content production [MKT-555-01] social media content cursory or contains inaccuracies production Trends Meets “Proficient” criteria and Describes the current social Describes the current social Does not describe the current 8.5 [MKT-555-02] shows a sophisticated media marketing trends media marketing trends, but social media marketing trends awareness of current trends response is cursory or illogical or contains inaccuracies Articulation of Submission is free of errors Submission has no major Submission has major errors Submission has critical errors 6.5 Response related to citations, grammar, errors related to citations, related to citations, grammar, related to citations, grammar, spelling, syntax, and grammar, spelling, syntax, or spelling, syntax, or organization spelling, syntax, or organization and is presented organization that negatively impact organization that prevent in a professional and easy-to- readability and articulation of understanding of ideas read format main ideas Total 100