Portfolio Building Activities in Social Media: Exercises in Strategic Communication / Edition 1

by Karen Freberg

Overview

Featuring 50 real-world activities across various social media platforms!

Portfolio Building Activities in Social Media shows you how to communicate on social media professionally and strategically by giving you hands-on experiences with real-world challenges. From brand analyses to budget assignments to pitch activities, this practical exercise guide offers you multiple opportunities to create and build your portfolio of work. Designed to be used with Freberg’s Social Media for Strategic Communication, but flexible enough to bundle with any PR textbook, these exercises are useful to any professor looking to incorporate more activities around social media and digital brand development.

Product Details

ISBN-13:	9781544338255
Publisher:	SAGE Publications
Publication date:	09/13/2018
Edition description:	New Edition
Pages:	96
Product dimensions:	7.00(w) x 10.00(h) x (d)

About the Author

Karen Freberg is as an assistant professor in Strategic Communications at the University of Louisville since 2011 and has also been serving as a lead adjunct instructor for West Virginia University’s Online Graduate Program in Integrated Marketing Communications. She won the WVU’s teaching award in 2012. Her social media pedagogy practices have been featured in Forbes and in USA Today College publications. She has served as a research consultant in social media and crisis communications and has worked with organizations and agencies including Firestorm Solutions, Hootsuite, DHS, CDC, National Center for Food Protection and Defense (NCFPD), and the Colorado Ski Association. She is currently working as a consultant to update and revise the Hootsuite Advanced Social Media Strategy course (offered to executives) with Dr. William Ward. In 2015, she was named as a Plank Educator Fellow. During this fellowship, she worked at General Motors in Detroit on social media analytics and influencer relations. Her research has been published in several book chapters and in academic journals such as Public Relations Review, Media Psychology Review, Journal of Contingencies and Crisis Management and Health Communication.

Table of Contents

Chapter 1. Introduction to Social Media: An Art and Science
Creative Exercise Assignments
Self-Awareness Exercise
Chapter 2. Ethical and Legal Fundamentals of Social Media
Social Media Code of Ethics Assignment
Social Media Policy Assignment
Chapter 3. Personal and Professional Branding
Managing Online Reputation Assignment
Personal Branding and Networking Framework
Social Media Coaching and Thought Leadership Report
Social Media Certifications Audit Report
Key Areas of Social Media Tree
Chapter 4. Industry Qualifications and Roles
Industry Position Analysis
Networking and Outreach Assignment
Chapter 5. Research in Social Media: Monitoring, Listening, and Analysis
Social Media Internal and External Audit Assignment
Brand Social Media Template Analysis Assignment
Social Media Platform Assessment Assignment
Social Media Listening Assignment
Social Media “Riff-Off” Competition
Chapter 6. Strategic Planning for Social Media
Crisis Communication Plan Assignment
SWOT Analysis Assignment
Strategic Brief
Social Media Event Planning Content Game Plan Assignment
Chapter 7. Strategic Writing for Social Media
Creating a Style and Writing Guide Assignment
Blogging Assignment
Community Copywriting Assignment
Infographics Assignment
E-Book Assignment
Organic Versus Third-Party Tool Exercise
Chapter 8. Audience Segmentation and Analysis
Identifying Audience Segmentation Assignment
Audience Analysis Worksheet Assignment
Audience Segmentation Audit Assignment
Influencer Assignment
Chapter 9. Creating, Managing, and Curating Content
Content Idea Proposal Assignment
Content Creation Assignment: Images
Social Media Content Marketing and Analytics Certification Report
Visual Storyboard Assignment
Social Media Workshop Assignment
Content Creation and Curation Audit Exercise
Chapter 10. Measurement, Evaluation, Budget, and Calendar
Paid Media Assignment: Facebook and Instagram
Social Media Budget Assignment
Content Creation Assignment: Evaluation
Chapter 11. How Social Media Is Applied: Exploring Different Specializations, Part I
Social Media and Sports Assignment
Social Media and Crisis Communication Message Mapping Assignment
Social Media and Journalism Assignments and Exercises
Chapter 12. How Social Media Is Applied: Exploring Different Specializations, Part II
Social Media and Nonprofit Assignments And Exercises
Social Care Assignment
Social Media Around the World Assignment
Chapter 13. What Does the Social Media World Have That Is New?
Future Trends Pitch Assignment
Social Media Checklist for Continued Education
Creative Innovation of Social Media Education: How to Continue Being a Lifelong Learner
Self-Reflection and Actualization Exercise