Comprehensive Case Study of Social Media Campaign for Businesses in Comox Valley

Four main components of your Case Study

Description Social media is a vital marketing channel for businesses of all sizes. Instead of asking, “Why should we use social media?” businesses should instead be asking, “How can we leverage social media to grow our business and better communicate with our customers and community?” The purpose of this project is to produce a comprehensive case study of a local business or organization in the Comox Valley. Each component of your plan will build on the previous one(s) to support the final project you will hand in. The readings, lecture slides, and module assignments will prepare you to complete each component. Throughout the semester, weeencourage you to send any questions about this project to Michelle by email or on our class discussion boards. If you’re wondering about something, chances are some of your classmates are too. Requirements There are four main components of your Case Study:

1. Situation analysis, including a social media audit and SWOT analysis

2. Identification of target audience(s)

3. Development of a social media campaign for your chosen organization, including SMART goals and objectives, platform recommendations and content planning (with examples)

4. Measurement and next steps: identification of success metrics, risks, and other challenges the organization may encounter when rolling out your social media campaign Format Your Case Study should be structured as a report, including headings and sub-headings, graphics, lists where appropriate, and APA formatting. Make sure to include in-text citations and a reference list for any material you use from outside sources, including images and the textbook. Your report may be completed in a traditional written format (Microsoft Word, etc.) or using online presentation software such as Google Slides, Piktochart, Prezi, or similar. I encourage your creativity as you decide how to best present your Case Study. Evaluation Your grade for this project is based on the Case Study submitted through Blackboard. I will be looking for an accurate description of your organization’s social media presence, clear and concise writing, and creative and insightful discussion of your recommended social media campaign. Please see below for a detailed assessment rubric. Component Notes Score Situation Analysis using social listening tools and techniques Have you: • briefly introduced the organization/company • concisely and accurately reported on the organization’s current social media presence • identified the organization’s customers/clients • identified the organization’s competitors • completed a social media audit • completed a SWOT analysis /8 Target Audience Research Have you: • described, with reasoning, at least two audience segments to target through social media • completed two target audience personas /4 Social Media Campaign Have you: • identified at least one SMART goal and related objectives • described how this goal supports the organization • recommended the social media platforms most appropriate to the organization and its community • outlined specific types of content that should be created (with examples) • described how you will engage with the organization’s community • outlined any opportunities to solicit ratings, reviews, or other user-generated content /8 Measurement and Next Steps Have you: • identified appropriate metrics to measure the success of your strategy • identified any potential risks or challenges for the organization when implementing your plan