Select a product, line of products, or brand from a company of your choice and research the company’s social media marketing strategies. Carefully examine the social media presence for the product. In an analysis (750-1,000 words), identify how the company utilizes social media to promote the product. Address the following in your analysis:

  1. What is the customer segment for this particular product, line of products, or brand?
  2. Which social media outlets does the company use to reach the customer segment? Discuss elements of their campaign.
  3. Examine the customer segment’s response to the company’s social media marketing (e.g., through evaluating user-generated content related to the campaign, sales data for particular products, etc.). Based on that response, how effective are the company’s social media marketing strategies?
  4. Compare the company’s social media strategies to one of its major competitors. What does the company do well to distinguish itself and product(s)/brand?
  5. Finally, recommend two specific strategies for how the company could more effectively utilize social media to better target its customer segment and increase its competitive advantage in the market.

Support your ideas and findings with descriptions of specific social media campaign examples and consumer and market research.

Prepare this assignment according to the guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required.

This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.

You are required to submit this assignment to LopesWrite. Please refer to the directions in the Student Success Center.

Here is the grading rubric:

Benchmark Assignment – Social Media Strategy Analysis

1
Unsatisfactory
0.00%

2
Less than Satisfactory
65.00%

3
Satisfactory
75.00%

4
Good
85.00%

5
Excellent
100.00%

100.0 %Content

20.0 %Discussion of Social Media Outlets Used to Reach the Customer Segment

No discussion of social media outlets used to reach the customer segment is present.

A discussion of social media outlets used to reach the customer segment is incomplete or omits some requirements stated in the assignment criteria.

A discussion of social media outlets used to reach the customer segment is complete, but is somewhat inaccurate or irrelevant. Research is inadequate in relevance, quality, or currentness.

A discussion of social media outlets used to reach the customer segment is accurate. Research is adequate, current, and relevant, and addresses all issues stated in the assignment criteria. Details are present.

A discussion of social media outlets used to reach the customer segment is comprehensive, accurate, and clearly provides purpose and facts. Research is thorough, current, and relevant. All issues stated in the assignment criteria are thoroughly addressed. Insightful details are present.

20.0 %Examination of Customer Segment’s Response to the Company?s Social Media Marketing Benchmarks C5.2?Analyze markets and consumer behavior to develop marketing strategies.

No examination of the customer segment’s response to the company?s social media marketing is present.

An examination of the customer segment’s response to the company?s social media marketing is incomplete or omits some requirements stated in the assignment criteria.

An examination of the customer segment’s response to the company?s social media marketing is complete, but is somewhat inaccurate or irrelevant. Research is inadequate in relevance, quality, or currentness.

An examination of the customer segment’s response to the company’s social media marketing is accurate. Research is adequate, current, and relevant. All issues stated in the assignment criteria are addressed. Details are present.

An examination of the customer segment?s response to the company?s social media marketing is comprehensive, accurate, and clearly provides purpose and facts. Research is thorough, current, and relevant. All issues stated in the assignment criteria are thoroughly addressed. Insightful details are present.

20.0 %Comparison of Company’s Social Media Strategies to One of Its Major Competitors

A comparison of the company’s social media strategies to one of its major competitors is not present.

A comparison of the company’s social media strategies to one of its major competitors is incomplete or omits some requirements stated in the assignment criteria.

A comparison of the company’s social media strategies to one of its major competitors is complete, but is somewhat inaccurate or irrelevant. Research is inadequate in relevance, quality, and/or currentness.

A comparison of the company’s social media strategies to one of its major competitors is accurate. Research is adequate, current, and relevant. All issues stated in the assignment criteria are addressed. Details are present.

A comparison of the company’s social media strategies to one of its major competitors is comprehensive, accurate, and clearly provides purpose and facts. Research is thorough, current, and relevant. All issues stated in the assignment criteria are thoroughly addressed. Insightful details are present.

20.0 %Recommendation of Two Specific Strategies to Increase Competitive Advantage Benchmarks C5.1?Apply marketing concepts to improve an organization?s competitive advantage.

A recommendation of two specific strategies to more effectively use social media is not present.

A recommendation of two specific strategies to more effectively use social media is incomplete or omits some requirements stated in the assignment criteria.

A recommendation of two specific strategies to more effectively use social media is complete, but is somewhat inaccurate or irrelevant. Research is inadequate in relevance, quality, and/or currentness.

A recommendation of two specific strategies to more effectively use social media is accurate. Research is adequate, current, and relevant. All issues stated in the assignment criteria are addressed. Details are present.

A recommendation of two specific strategies to more effectively use social media is comprehensive, accurate, and clearly provides purpose and facts. Research is thorough, current, and relevant. All issues stated in the assignment criteria are thoroughly addressed. Insightful details are present.

10.0 %Mechanics of Writing (includes spelling, punctuation, grammar, language use)

Surface errors are pervasive enough that they impede communication of meaning. Inappropriate word choice and/or sentence construction are used.

Frequent and repetitive mechanical errors distract the reader. Inconsistencies in language choice (register), sentence structure, and/or word choice are present.

Some mechanical errors or typos are present, but are not overly distracting to the reader. Correct sentence structure and audience-appropriate language are used.

Prose is largely free of mechanical errors, although a few may be present. A variety of sentence structures and effective figures of speech are used.

Writer is clearly in command of standard, written, academic English.

5.0 %Paper Format (Use of appropriate style for the major and assignment)

Template is not used appropriately, or documentation format is rarely followed correctly.

Appropriate template is used, but some elements are missing or mistaken. A lack of control with formatting is apparent.

Appropriate template is used. Formatting is correct, although some minor errors may be present.

Appropriate template is fully used. There are virtually no errors in formatting style.

All format elements are correct.

5.0 %Research Citations (In-text citations for paraphrasing and direct quotes, and reference page listing and formatting, as appropriate to assignment)

No reference page is included. No citations are used.

Reference page is present. Citations are inconsistently used.

Reference page is included and lists sources used in the paper. Sources are appropriately documented, although some errors may be present.

Reference page is present and fully inclusive of all cited sources. Documentation is appropriate and GCU style is usually correct.

In-text citations and a reference page are complete. The documentation of cited sources is free of error.

100 %Total Weightage

 

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