Purpose
This assignment requires students to apply strategic planning concepts to develop a preliminary social media marketing strategy for an existing organization. Students will assume the role of a Social Media Strategy Consultant and present evidence-based recommendations that align social media activities with organizational objectives.
Assignment Instructions
Select an existing organization and develop a strategic framework addressing the following components.
Part 1 – Organization and Audience Analysis
Briefly introduce the organization, identify its primary target audience, and evaluate its current social media presence. Consider how online communities, social networks, and consumer interactions influence the organization’s marketing opportunities.
Part 2 – SMART Social Media Objectives
Develop three SMART social media objectives that are specific, measurable, achievable, relevant, and time-bound.
Explain how each objective supports the organization’s broader business goals.
Part 3 – Platform Selection and Influencer Strategy
Evaluate the relevance of Facebook, Instagram, LinkedIn, TikTok, X, Pinterest, and YouTube to the organization’s target market.
Recommend which platforms should receive priority and which should not, explaining your reasoning.
Identify one appropriate approach to influencer marketing or online community engagement using concepts from Chapter 3.
Part 4 – Social Media Governance Policy
Develop practical guidelines addressing:
Employee social media conduct
Ethical and responsible posting
Customer engagement and communication
Managing negative comments
Crisis communication and escalation
Part 5 – Executive Recommendations
Present three evidence-based recommendations that would strengthen the organization’s social media strategy.
Explain how these recommendations could improve customer engagement, brand awareness, organizational performance, or long-term competitive advantage.
Submission Requirements
Minimum 3 full pages of written content, excluding the title and references pages.
APA 7th edition formatting.
12-point Times New Roman, double spacing, and one-inch margins.
Support your analysis using the course textbook and at least two recent peer-reviewed journal articles.
Include appropriate in-text citations and references.
Submit as a Microsoft Word document (.docx) only.
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