In previous versions of this course, I have had students purchase simulation software, where you mimic a social media platform as a social media manager. With helpful feedback from students, though, I am moving forward with real-world practice and applications! Thus, your Projects 2 and 3 will involve you developing, managing, and growing a profile and reach. The platform will be yours to choose (outside Facebook), and the content yours to choose (excluding some to be outlined later).
So what does that mean for Project 1? As shared by many in social media research, it is best to do your research first! You will have 500 Social Media Marketing Tips and Influencer mostly complete by the time this is due.
For Project 1, you are to choose an influencer and analyze their background, reach, and future. I highly recommend you choose someone who is easily identified as an influencer (as opposed to celebrity only). And, more than this, I urge you to choose someone that uses a social media platform you want to use for your own Projects 2 & 3 work.
Notes on Project 1 (15 points per section):
Choose an influencer worthy of your time and an in-depth analysis. Post your influencer choice to the Project 2 forum below. No students can have the same!
Your overall paper must be between 1750 and 2000 words, minimum.
Please develop a catchy and informative paper title.
Your research paper should have 7 parts, labeled as subheaders…
Origins of influencer- bio, early career, first viral moments, social identities (demographics), psychographics (interests, memberships).
Current career- talents, skills, platforms, audiences, and related information.
Data on their reach- net worth, number of followers, pay/contracts, hub info, pumping info, seeding info.
Discussion of their SMART approach- from social media theory, how do they have (or are missing) specific, measurable, attainable, relevant, timetable social media efforts.
Analysis of their POEM (paid, owned, earned media)- provides at least 3 examples of each and discuss. Paid is media they pay to have, owned are accounts they own and do not pay for (profiles), and earned is word-of-mouth.
10 concepts from textbooks- bring in 10 concepts from your textbooks and analyze how your influencer lives/uses these. (The books are 500 social media marketing tips by Andrew macarthy, Influencer by Brittany hennessy, viral hero bytravis steffan)
Future of influencer- who is on their marketing team? What if it was you? How do you envision their future, successes and failures, and what do you recommend?
