Social media campaign

Due: 11:59 p.m. EST, Sunday of Unit 6. Total Points: 50 Overview: In this assignment, you will select one popular and current hashtag campaign and critique it for its effectiveness in spreading a message and encouraging activism. Instructions:

 Select a hashtag campaign that is both popular and current (in the last 2 years).

The campaign should be one that attempts to promote awareness on an issue or

invoke social change. Browse all information associated with the campaign

including articles, videos, and any promotional material found on social networks.

 Describe the campaign’s purpose. What is the main goal the campaign is trying

to accomplish and how? What are the inner workings of the campaign? In other

words, explain what consumers/audience do with the hashtag (example: share

an experience, story, or photograph).

 Describe the campaign’s intended audience. Who is the target audience of the

campaign? Explain why this is the target audience for the campaign. In what

ways does the campaign attempt to connect with the intended audience? Is

there a connection between the intended audience and the purpose of the

campaign?

 Do you think the campaign is effective in delivering its purpose? What are the

strengths and weaknesses of the campaign? Based on your research, what has

been the response to the campaign?

Requirements:

 Read the assignment instructions and rubric carefully before beginning.

 Use full sentences and appropriate academic language in all work.

 Follow standard APA guidelines (proper margins, double-spaced, 12-point Times

New Roman, and cover page your full name, course, and date.

 Use APA citation format and include a reference/work cited page when

necessary.

Be sure to read the criteria, by which your paper will be evaluated, before you write, and again after you write.

COM240 – Introduction to Social Media

Hashtag Campaign Analysis

Evaluation Rubric for Hashtag Campaign Analysis Assignment

CRITERIA Needs Work Satisfactory Proficient 0-10 points 11-13 points 14-15 points

Purpose Student does not effectively outline or explain the purpose and inner workings of the campaign. Significant details are missing.

Student outlines and explains the purpose and inner workings of the campaign but may be missing minor details.

Student clearly outlines and explains the purpose and inner workings of the campaign with several examples.

Audience Student does not identify audience or explain the connection between the purpose and audience in any meaningful way.

Student identifies the campaign’s intended audience and explains the connection between the audience and purpose but may be missing minor details.

Student clearly identifies the campaign’s intended audience and explains the connection between the audience and purpose.

Effectiveness Does not provide an adequate analysis of effectiveness of campaign, or does not outline strengths and weaknesses in any meaningful way.

Student analyzes effectiveness of campaign, outlines the strengths and weaknesses, and summarizes general response. May be missing clarity or minor details.

Student clearly analyzes the effectiveness of the campaign, outlines the strengths and weaknesses, and summarizes general response.

0-3 points 4 points 5 points

Clear and Professional Writing and Format

Errors impede professional presentation; guidelines not followed.

Few errors that do not impede professional presentation.

Writing and format is clear, professional, APA compliant, and error free.