Social media in particular has been a game changer for brand building, customer relations, and customer satisfaction. Shoppers are increasingly turning to social media for retail and often look for help with buying decisions. With that shift, consumers have paved a new purchase journey for retailers to follow. Many businesses adopting social media as a promotional mechanism often only use social media as if it were a traditional one-way ad instead of a two-way communication channel. The following are several common types of business messages in social media that attract customer activity:
- Promotions and discounts
- Latest product information
- Customer support
- Entertaining content
- Ability for customers to offer feedback
Your task is to submit a 2–3 page paper describing your business message business message and explaining what the best social media channel to present this message. This assignment has two parts — writing a business message, and analyzing, justifying, and evaluating which social media channel you should use to present the business message.
To create your business message first decide on one goal: a) Increase sales or b) Build affinity with your customers. You can use the bullet points above and any content from this module to decide on the type of business message you want to share.
Choose a social media that best fits your message—you can use any social media channel presented in this module. In 2–3 pages, explain/analyze why this social media channel is the right one for the message (this could be why the other options are not good). Explain how you would you measure if the message was successful (because what is the point if it isn’t successful?). In your paper you should also describe how a successful business message presented on social media can impact customer loyalty, customer retention, and expand publicity. Make sure you cite any sources sources.
Optional Assignment Resources
- The Modern Guide to Social Media for Retail (Links to an external site.)
- Social media marketing: a guide for business (Links to an external site.)
- 5 Lessons from The Top Retail Brands on Social Media (Links to an external site.)
- How Three Leading Retailers Created Successful Social Media Marketing Strategies (Links to an external site.)
Criteria Not Evident Developing Proficient Exemplary Points Organization and format 2 pts
Writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. 3 pts
Writing is coherent and logically organized, using a format suitable for the material presented. Some points may be contextually misplaced and/or stray from the topic. Transitions may be evident but not used throughout the essay. Organization and format used may detract from understanding the material presented. 4 pts
Writing is coherent and logically organized, using a format suitable for the material presented. Transitions between ideas and paragraphs create coherence. Overall unity of ideas is supported by the format and organization of the material presented. 5 pts
Writing shows high degree of attention to details and presentation of points. Format used enhances understanding of material presented. Unity clearly leads the reader to the writer’s conclusion and the format and information could be used independently. 5 pts Content 2 pts
Some but not all required questions are addressed. Content and/or terminology is not properly used or referenced. Little or no original thought is present in the writing. Concepts presented are merely restated from the source, or ideas presented do not follow the logic and reasoning presented throughout the writing. 3 pts
All required questions are addressed but may not be addressed with thoughtful consideration and/or may not reflect proper use of content terminology or additional original thought. Additional concepts may not be present and/or may not be properly cited sources. 4 pts
All required questions are addressed with thoughtful consideration reflecting both proper use of content terminology and additional original thought. Some additional concepts may be presented from other properly cited sources, or originated by the author following logic and reasoning they’ve clearly presented throughout the writing. 5 pts
All required questions are addressed with thoughtful in-depth consideration reflecting both proper use of content terminology and additional original thought. Additional concepts are clearly presented from properly cited sources, or originated by the author following logic and reasoning they’ve clearly presented throughout the writing. 5 pts Development – Critical Thinking 4 pts
Shows some thinking and reasoning but most ideas are underdeveloped, unoriginal, and/or do not address the questions asked. Conclusions drawn may be unsupported, illogical or merely the author’s opinion with no supporting evidence presented. 6 pts
Content indicates thinking and reasoning applied with original thought on a few ideas, but may repeat information provided and/ or does not address all of the questions asked. The author presents no original ideas, or ideas do not follow clear logic and reasoning. The evidence presented may not support conclusions drawn. 8 pts
Content indicates original thinking, cohesive conclusions, and developed ideas with sufficient and firm evidence. Clearly addresses all of the questions or requirements asked. The evidence presented supports conclusions drawn. 10 pts
Content indicates synthesis of ideas, in-depth analysis and evidence beyond the questions or requirements asked. Original thought supports the topic, and is clearly a well-constructed response to the questions asked. The evidence presented makes a compelling case for any conclusions drawn. 10 pts Grammar, Mechanics, Style 2 pts
Writing contains many spelling, punctuation, and grammatical errors, making it difficult for the reader to follow ideas clearly. There may be sentence fragments and run-ons. The style of writing, tone, and use of rhetorical devices disrupts the content. Additional information may be presented but in an unsuitable style, detracting from its understanding. 3 pts
Some spelling, punctuation, and grammatical errors are present, interrupting the reader from following the ideas presented clearly. There may be sentence fragments and run-ons. The style of writing, tone, and use of rhetorical devices may detract from the content. Additional information may be presented, but in a style of writing that does not support understanding of the content. 4 pts
Writing is free of most spelling, punctuation, and grammatical errors, allowing the reader to follow ideas clearly. There are no sentence fragments and run-ons. The style of writing, tone, and use of rhetorical devices enhance the content. Additional information is presented in a cohesive style that supports understanding of the content. 5 pts
Writing is free of all spelling, punctuation, and grammatical errors and written in a style that enhances the reader’s ability to follow ideas clearly. There are no sentence fragments and run-ons. The style of writing, tone, and use of rhetorical devices enhance the content. Additional information is presented to encourage and enhance understanding of the content. 5 pts Total: 25
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