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El. knyga: Portfolio Building Activities in Social Media: Exercises in Strategic Communication

  • Formatas: PDF+DRM
  • Išleidimo metai: 20-Aug-2021
  • Leidėjas: SAGE Publications Inc
  • Kalba: eng
  • ISBN-13: 9781071828045
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Portfolio Building Activities in Social Media: Exercises in Strategic CommunicationDidesnis paveikslėlis
  • Formatas: PDF+DRM
  • Išleidimo metai: 20-Aug-2021
  • Leidėjas: SAGE Publications Inc
  • Kalba: eng
  • ISBN-13: 9781071828045
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"Portfolio Building Activities in Social Media features over 125 real-world activities across various social media platforms designed to help students engage with social media from the perspective of a professional, strategic communicator. These activities and assignments give students hands-on experiences with real world challenges, and can be used to build a portfolio of work for use with job applications. Designed to be used with Freberg's social media book but flexible enough to bundle with any PR textbook, the exercise guide includes everything from brand analyses to budget assignments to pitch activities"--

Featuring 125 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, Karen Freberg's 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.

PART I FOUNDATION FOR CREATING A STRATEGIC MINDSET
1(46)
Chapter 1 Introduction to Social Media: An Art and Science
3(6)
Creative Exercise and Self-Awareness Assignments
3(6)
Individual Student Activities
3(2)
Group In-Class Projects
5(1)
Consulting Projects
6(3)
Chapter 2 Ethical and Legal Fundamentals of Social Media
9(4)
Individual Assignments
9(2)
Deadly Social Media Sins Assignment
9(1)
Social Media Code of Ethics Assignment
9(1)
Social Media Policy Assignment
10(1)
Group Projects
11(1)
Canceled Case Study
11(1)
Documentary Analysis
11(1)
GDPR and COPPA Debate
12(1)
Workshops/Consulting
12(1)
How to Navigate Cancel Culture
12(1)
Chapter 3 Personal and Professional Branding for Social Media
13(14)
Individual Assignments
13(9)
Managing Online Reputation Assignment
13(1)
Personal Branding Media Kit
14(1)
Personal Branding and Networking Framework
15(4)
Personal Branding Photoshoot Assignment
19(1)
Networking
19(1)
Key Areas of Social Media Tree
20(2)
Workshop/Consulting Projects
22(5)
Social Media Coaching and Thought Leadership Report
22(2)
Social Media Certifications Audit Presentation
24(3)
Chapter 4 Diversity and Inclusion in Social Media
27(4)
Individual Assignments
27(1)
Analysis of DEI Initiatives on Social Media
27(1)
DEI Social Media Policy
27(1)
DEI Style Guide
28(1)
Group Projects
28(1)
Integrating Inclusive Strategies in Case Studies
28(1)
Workshop/Consulting Projects
29(2)
Presentation on DEI
29(1)
DEI Audit of Social Media Efforts
30(1)
Chapter 5 Industry Qualifications and Roles in Social Media
31(6)
Individual Assignments
31(3)
Industry Position Analysis
31(1)
Identifying New Marketable Skills
32(1)
Networking and Outreach Assignment
32(2)
Group Projects
34(3)
Working in the Social Media
34(1)
Building Your "Dream" Social Media Team
35(2)
Chapter 6 Research in Social Media: Listening, Monitoring, and Analysis
37(10)
Individual Assignments
37(6)
Social Media Internal and External Audit Assignment
37(2)
Brand Social Media Template Analysis Assignment
39(1)
Social Media Platform Assessment Assignment
40(1)
Social Media Listening Assignment
41(2)
Group Projects
43(2)
Social Media "Riff-Off' Competition
43(1)
Unleash the Kraken (Listening and Monitoring) Report
44(1)
Workshop/Consulting Project
45(2)
PART II UNDERSTANDING SOCIAL MEDIA STRATEGY (CREATIVE AND SCIENTIFIC APPROACHES)
47(72)
Chapter 7 Strategic Planning for Social Media
49(12)
Individual Assignments
49(4)
Crisis Communication Plan Assignment
49(1)
SWOT Analysis Assignment
50(1)
Strategic Brief
51(2)
Group Projects
53(8)
Social Media Event Planning Content Game Plan Assignment
53(1)
Social Media Strategic Plan
54(7)
Chapter 8 Influencer Marketing
61(8)
Individual Assignments
61(3)
Influencer Audit Project
61(1)
Influencer for Campaign Memo Assignment
62(1)
Influencer Contract
63(1)
Group Assignments
64(2)
Real Versus "Fake" Influencers Presentation
64(1)
Influencer Group Field Trip Assignment
65(1)
Workshop/Consulting Projects
66(3)
Creating an Influencer Program
66(2)
Influencer Workshop
68(1)
Chapter 9 Paid Media
69(8)
Individual Assignments
69(4)
Paid Media Ad Analysis
69(1)
Identifying Paid Media in the PESO Model
70(1)
Platform Ad Analysis
70(2)
Platform Ad Creation Assignment
72(1)
Group Assignments
73(2)
Paid Media Versus Organic Media Debate Activity
73(1)
Paid Influencer(s) Brand Partnership Proposal
74(1)
Workshop/Consulting Projects
75(2)
Paid Media Campaign Proposal
75(2)
Chapter 10 Strategic Writing for Social Media
77(12)
Individual Assignments
77(7)
Creating Your Personal Social Media Writing and Style Guide Assignment
77(1)
Blogging Assignment
77(3)
Community Copywriting Assignment
80(2)
Infographics Assignment
82(2)
Group Assignments
84(3)
Creating a Social Media Writing Guide
84(1)
e-Book Assignment
84(2)
Organic Versus Third-Party Tool Exercise
86(1)
Workshop/Consulting Projects
87(2)
Chapter 11 Audience Segmentation and Analysis
89(10)
Individual Assignments
89(2)
Identifying Audience Segmentation Assignment
89(1)
Audience Segmentation Audit Assignment
90(1)
Group Assignments
91(6)
Audience Analysis Worksheet Assignment
91(4)
Influencer Assignment
95(1)
Audience Segmentation and Data Insights Project
96(1)
Workshop/Consulting Projects
97(2)
Chapter 12 Creating, Managing, and Curating Content: Strategies, Tactics, and Key Messages
99(12)
Individual Assignments
99(5)
Brand Content Analysis
99(1)
Create Your Own Meme Assignment
100(1)
Content Idea Proposal Assignment
100(2)
Content Creation Assignment: Images
102(1)
Content Creation and Curation Audit Exercise
102(2)
Group Projects
104(4)
Social Media Representation Audit for Content
104(2)
Social Media Content Marketing and Analytics Certification Report
106(1)
Visual Storyboard Assignment
106(2)
Workshops/Consulting Projects
108(3)
Social Media Content Workshop Assignment
108(3)
Chapter 13 Measurement, Evaluation, Budget, and Calendar Considerations for Social Media
111(8)
Individual Assignments
111(4)
Data Versus Insights Perspective
111(1)
AMEC Framework Case Study Assignment
111(1)
Paid Media Assignment and Measurement: Facebook and Instagram
112(1)
Social Media Budget Assignment
113(2)
Group Projects
115(1)
Content Creation Assignment: Evaluation
115(1)
Social Media Calendar and Budget for Mini Campaign
115(1)
Workshop/Consulting Projects
116(3)
PART III APPLICATION AND FUTURE CONSIDERATIONS
119
Chapter 14 How Social Media Is Applied: Exploring Different Specializations + Case Studies I
121(6)
Individual Assignments
121(2)
Entertainment Social Media Case Study
121(1)
Social Media Star Audits
122(1)
Memes and Brands Job Application
123(1)
Group Projects
123(2)
Social Media and Crisis Communication Message Mapping Assignment
123(1)
Social Media Newsroom Analysis
124(1)
Workshop/Consulting Projects
125(2)
Class Newsroom Activity
125(1)
Social Media Crisis Communication Plan
125(2)
Chapter 15 How Social Media Is Applied: Exploring Different Specializations + Case Studies II
127(8)
Individual Assignments
127(4)
Personal Branding Audit of Athletes
127(1)
Sports Game Plan Assignment
128(1)
Social Media and Nonprofit Assignments and Exercises
129(1)
Social Care Assignment
130(1)
Group Projects
131(4)
Generating Buzz for a Sports Event on Social Media
131(1)
Global Social Media Platform Presentations
131(1)
Social Media Country Landscape Group Presentation
132(3)
Chapter 16 What Does the Social Media World Have That Is New?
135
Individual Assignments
135(2)
Self-Reflection and Actualization Exercise
135(1)
Summarizing Social Media Experience in a Video Assignment
136(1)
Social Media Portfolio Assignment
136(1)
Group Projects
137(4)
Future Trends Pitch Assignment
137(1)
Social Media Checklist for Continued Education
138(3)
Workshop/Consulting Projects
141
Creative Innovation of Social Media Education: How to Continue Being a Lifelong Learner
141
Karen Freberg (@kfreberg) is a Professor in Strategic Communications at the University of Louisville. Freberg is also the director of The Birds Nest, a student-run strategic communication agency at the University of Louisville. In 2019, Freberg received the honor of being named a visiting Adjunct Associate Professor in Creative Communication at the University of the Sunshine Coast.

Freberg is also a research consultant in social media and crisis communications and has worked with several organizations and agencies such as Kentucky Derby, Sun Tan City, GE Appliances, Korbel, Brown-Forman, Churchill Downs, Kentucky Derby, Facebook, Adobe, HubSpot, Chipotle, Firestorm Solutions, Hootsuite, The Breeders Cup, IMC Agency, DHS, CDC, and General Motors. This experience led her to be a 2015 Plank Center Fellow for General Motors (GM), where her responsibility was to work with the PR and social media teams, forming best practices and recommendations on social media measurement strategies and influencer marketing practices.

In addition, Freberg is an award-winning author and has written several books including The Roadmap in Teaching Social Media (Amazon, self-published), Digital Media Writing for Strategic Communication (TopHat with Emily Kinsky and Amber Hutchins), and Social Media for Strategic Communications: Creative Strategies and Research-Based applications (with SAGE, which was named 2020 NCA Public Relations Divisions Outstanding Textbook Award Winner). Shes published her second TopHat book with Kinsky titled Concepts in Social and Digital Communication.

Freberg has coordinated and advised various companies on the areas of social media pedagogy and certification programs, such as Cannes Lions (Co-Chair of the Cannes Lions Educator Summit), Hootsuite (Advanced Social Media Certification and #HootAmb), Meltwater (certification program and contributor), Adobe (EDUMax Thought Leader and Adobe Education Leader), Meta Blueprint (Subject Matter Expert), and HubSpot (Education Founding Member). Freberg also launched a social media educators community on FB and Twitter (now X) (@SMprofessors and #SMprofs) for professors, practitioners, and professionals in the education industry to share resources, brainstorm ideas, and collaborate on projects to bridge the gap between education and practice.

In addition to academic publications, Freberg has been interviewed for popular press publications such as The New York Times, The Drum, Newsweek, Adweek, USA Today, The Next Web, MONEY, USA Today College, and Forbes.

xxxiiBefore coming to the University of Louisville, Freberg earned a Ph.D. in communication and information at the University of Tennessee in May 2011 and a masters degree in strategic public relations at the Annenberg School for Communication at the University of Southern California in August 2007. Freberg received her bachelor of science degree in public relations at the University of Florida in August 2005.

Freberg is also a four-time All-American, two-time SEC champion, and 2004 Olympic Trials finalist in the shot put. She loves coffee (its a major food group), traveling, and being with her Australian Shepherd, Mando Wade, and believes everyone needs to be on #TeamRyanReynolds as he is the only one who can call her Dr. K.
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