Imagine you work in the Communications department at A University as a social media specialist. The school has decided to raise funds for St. Jude’s Research Hospital during the holidays as part of their efforts to promote social responsibility and good citizenship. The goal is to raise $15,000 in total for St. Jude’s by reaching three different audiences within the university population: campus students, campus faculty/staff, and alumni. Select the following audiences to develop a social media strategy for.
Campus Students: Promote a bake sale being hosted by the student union during the last week of the winter term in December. The baked goods will be donated by the school’s dining staff and local bakeries with all proceeds going to St. Jude’s. The hope is to raise at least $3,000 with this fundraiser.
When analyzing this target audience, think broadly about typical campus college students, who are usually aged 18 to 22 and are actively seeking a degree.
Directions
address your chosen fundraiser’s key performance indicators by evaluating qualitative and quantitative data.
For this milestone, you will develop the “Data Analysis” and “Evaluating the Landscape” portions of the Social Media Strategy Proposal section of your course project. Make sure to use appropriate evidence to support your analysis and recommendations. You will continue to add to your social media strategy proposal in Milestone Two.
Data Analysis: Collect and analyze the following data points for your organization and target audience.
Target Audience Data: Briefly summarize the following demographics and psychographics about your selected target audience, as well as the value of considering each data point you include when designing a social media strategy.
Make sure to use valid demographic and psychographic data to validate your summary. Find Demographic and Market Information resource that can assist you in completing this portion of your assignment.
Age
Education
Income
Geographic location
Current social media use
Outside interests
Personal values
Evaluating the Landscape: Evaluate the current social media landscape of The University by exploring their existing social media presence. The Social Media Directory pages are great places to start, but you are encouraged to explore other channels that are not listed as well. Once you have explored, summarize your findings by describing the following:
SWOT analysis findings
Organization’s current social media strategies and platforms used
Target audience(s) for specific platforms
Organization’s typical triggers and connection strategies
Guidelines for Submission
For this milestone, submit the “Data Analysis” and “Evaluating the Landscape” portions of your social media strategy proposal as a 500- to 750-word Word document. Sources should be cited according to APA style.
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