Back to the Start, in more ways than one.
This is the assignment guide for Mini Report #1, Fall 2012 semester.
Each mini-report (“case study”) counts 5% of your course grade. The first focuses on effective social media & content marketing practices by businesses.
You’ll work with a partner. Keep in mind that you’ll be doing two of these and you need to work with a different partner each time.
Explore, research, analyze and present a case study explaining how X business is using social media effectively.
- You must choose one of the listed organizations (below) for your case study. Every team must analyze a different organization (no duplication).
I’ve researched these options and I know there is plenty of detailed information available about how each is using social, so you should be able to find expert analysis, or at least professional commentary, as well as interviews with company CMOs or other management-level social team leaders.
Once you’ve finished your research, put together a blog post to supplement a 7-minute in-class presentation. You should incorporate multimedia in your post, link to resources, embed videos where applicable.
Excluding a company logo, you should make sure that you don’t use any graphics or photos unless the site where you found the infographic, chart or photo says it’s ok to embed or otherwise use. And make sure you give credit to those sources that allow you to use or embed. Obviously, it’s OK to embed videos from YouTube or vimeo (unless embedding is disabled). If the host site provides an embed code, that’s a sign that it’s ok to use, with credit given.
Assessment & Grading
The length of your report is unimportant to me.
I’m interested in quality, depth and detail of your content and analysis. A lengthy disorganized report is as likely to merit a low(er) grade as a report that’s merely a few paragraphs of superficial highlights or platitudes.
- Keep in mind that the content is being published on a blog.
- Think of this assignment as an item you can link to in your portfolio to demonstrate that have a solid grasp of social media for business purposes.
Due Date: Thursday, Sept 6, 2012. You’ll do a 7-8 minute presentation in class that day and publish your blog post.
Business Options (we’ll draw numbers for drafting order)
Chipotle Mexican Grill