(2) 2 page papers

COM 656: Case Study of New Media Tools Guidelines and Rubric

Overview : There is a long list of new media tools now available to the marketing and PR professional: Facebook, Twitter, YouTube, Google+, LinkedIn, Instagram, Flickr, Pinterest, Asana, Skype, Dropbox, Evernote, WordPress, Hootsuite, Picasa, SmugMug, Slideshare, Scribd, Come2Play, Second Life, MySpace, LivingSocial, Groupon, Snipi, VideoGenie, TripAdvisor, and Payvment.

For every beneficial new media tool, however, one needs to learn how to maximize its use and optimize its reach. In this day and age, companies face many challenges in getting messages to target audiences. The flip side is that companies, with the help of new media tools (both social media channels and digital platforms) now have infinite opportunities to deliver key information to potential customers. In this short paper, you will weigh both challenges and opportunities as presented by new media tools. This milestone will inform the final project, but it should not be simply repeated in the final project.

Prompt : For Milestone Two, conduct a case study of how a current company uses new media tools for a digital media PR communications campaign. You should select a different company than the one you selected for your final project (though perhaps in the same industry or field). This will provide you with a different perspective, and you can apply what you learn from this milestone to your project. Be sure to evaluate all or some of the digital tools discussed in Milestone One.

Evaluate the engagement and effectiveness of this company’s connectivity, engagement, and community building with the company’s target audience through social media, and make recommendations for improvement to the company’s social media use and approach. Specifically, do the following:

i. Identify unique challenges for the company and recommend how new media tools can address these challenges.

ii. Identify opportunities for the company and recommend how new media tools can address these opportunities.

Note: While there is no minimum number of references, you should use an appropriate number to substantiate your evaluations.

Format: Double-spaced Word document, 12-point Times New Roman font, one-inch margins, APA format, two or three pages in length (not including title page and references).

Instructor feedback: Students can find their feedback in the Grade Center.

Rubric

Critical Elements	Exemplary	Proficient	Needs Improvement	Not Evident	Value
Challenges	Meets “Proficient” criteria and proposes additional unique ideas to address challenges, substantiated by research (27-30)	Explains the challenges of the campaign and how new media tools were engaged to meet the challenges, using clear and specific examples (24-26)	Explains the challenges of the campaign and how new media tools were engaged to meet the challenges but does not use clear and specific examples (21-23)	Does not identify the challenges of the campaign (0-20)	30
Opportunities	Meets “Proficient” criteria and proposes additional unique ideas to engage opportunities, substantiated by research (27-30)	Explains the opportunities in the campaign and how new media tools were engaged to take advantage of these opportunities, using clear and specific examples (24-26)	Explains the opportunities in the campaign and how new media tools were engaged to take advantage of these opportunities but does not use clear and specific examples (21-23)	Does not identify opportunities (0-20)	30
Recommendations	Meets “Proficient” criteria, and recommendations are well substantiated by research (27-30)	Evaluates the campaign for effectiveness and engagement with the target audience and makes recommendations for improvements, using clear and specific examples (24-26)	Evaluates the campaign for effectiveness and engagement with the target audience but does not sufficiently make recommendations for improvements and/or does not use clear and specific examples (21-23)	Does not include recommendations (0-20)	30
Articulation of Response	Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to-read format (9-10)	Submission has no major errors related to citations, grammar, spelling, syntax, or organization (8)	Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas (7)	Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas (0-6)	10
Earned Total Comments:	100%