Envision and Articulate the Company’s Social Media Strategy
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages Description/Paper Instructions
Envision and Articulate the Company’s Social Media Strategy
Question Description
For most consumers, social media are just fun. Facebook, Twitter, blogs, and Myspace are amusing and a pleasant way to keep in touch with friends. Only recently have companies begun to recognize that social media can also make money, and suddenly, social media mavens are in great demand. Petco, supplier of pet supplies and services, recently hired Natalie Malashenko as its director of social media and commerce.
Her assignment at Petco was to envision and articulate the company’s social media strategy for the future. To that end, she created fan pages on Facebook, opened several Twitter accounts, and wrote a company blog. In addition to Petco, other organizations have hired social media officers, including Sears Holdings, Panasonic, Citigroup, AT&T, Fiji Water, Go Daddy.com, and Harrah’s Entertainment.
As the director of corporate communication for Home Center, a large home supply store, you are charged with looking into the possible hiring of a social media specialist. You know that other companies have both profited and been hurt by fast-moving viral news. Nobody wants to suffer the fate of United Airlines, which took a beating last year after ignoring a wronged passenger who was a musician. He posted a clever song about how the airline had broken his guitar, and the video skyrocketed into cyberspace with millions of viewers enjoying its YouTube ribbing. Social media mavens, companies hope, can monitor cyberspace and be ready to respond to both negative and positive messages. They can help build a company’s brand and promote its online reputation. They can also develop company guidelines for employee use and encourage staffers to spread the good word about the organization.
To learn more about social media, you decide to go to Rick Truman, who was recommended as a social media consultant by your CEO, David Seidenberg. You understand that Mr. Truman has agreed to provide information and will be paid by Home Center.
This whole social media thing may be just another passing fad. You are not convinced that any real benefits would result from having a social media specialist on your staff. However, the CEO wants you to explore the possibilities. You decide that this is not a matter that can be handled quickly by a phone call. You want to get answers in writing.
Many issues concern you. For one thing, you are worried about the hiring process. You have no idea about a reasonable salary for a social media expert. You don’t know where to place that person within your structure. Would the media maven operate out of corporate communications, marketing, customer service, or exactly where?
Another thing that disturbs you is how to judge a candidate. What background would you require? Do colleges actually award degrees in social networking? How will you know the best candidate? And what about salary? Should you be promising a full-time salary for doing what most people consider to be fun?
Your Task. Compose an e-mail inquiry to rick.trumka@mediaresources.com. Explain your situation and list specific questions. Mr. Truman is not an employment source; he is a consultant who charges for his information and advice. Make your questions clear and concise. You realize that Mr. Truman would probably like to talk on the phone or visit you, but make clear that you want a written response so that you can have a record of his information to share when you report to the CEO.
RUBRIC
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. GET THIS PROJECT NOW BY CLICKING ON THIS LINK TO PLACE THE ORDER
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