A Look at My Social Media Content Strategy Assignment

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Several weeks ago I mentioned that a big change in my Comm 322 Social Media class this semester (syllabus), is that students will be working to create the social media for our department’s Twitter, Instagram, and a brand new blog.

getexcitedI want to share a little about the first assignment students do towards this project. My goal with this project is to provide students opportunities to apply what they are learning in class to planning and executing social media content plans for an organization.

One of my main emphases is getting them intermediate experience planning and thinking strategically about social media content strategy. They get advanced experience with these things in the campaigns class. So social media class is a great stepping stone.

So here’s what I did. I assigned a strategy plan assignment that students complete as the first step in the class. This gets them creating a plan for the type of content they want to produce, and how that content will align with our target audience, theme, and key messages, which I provide for them and emphasize repeatedly. The purpose is for them to learn to align their content plans with the overarching framework for our content – where we want to go.

For example: One of our key messages for the Comm Department’s social media is: “Department classes are exciting, dynamic, relevant and innovative”

(As a note: A senior completed an original plan for our department social media for a capstone project in a previous semester. I worked with that student to create some of this background planning, and some of it I created or modified)

They then produce goals and objectives (or adapt from the goals & objectives a student created in a project he completed), create a channel purpose statement, and create a team workflow for how they plan to get their work done. I provide a series of roles for this, which you can see in the assignment below.

To go along with their plan, they present to the class some sample content that aligns with their strategy plan and that they would like to see posted to our department social media. Other classmates complete an evaluation sheet of their peers, assessing in part whether the content is consistent with our class-wide goals, theme, audience, and messages. They also provide feedback on what content should be posted or not. And we only post the best content that aligns with our theme, messages, and hits our target audience.

So, for example, does the content your team is proposing creating align with our key messages such as the one I’ve shared above?

From there, I give students feedback on any adjustments to their plans or the type of content they want to create. And from there, they begin working on creating content that aligns with their plan – which they do 3 more times during the semester (creating the content, not redoing the plan). They present the content they created for a given time period class their content several weeks later.

So far I am really enjoying this project. I truly believe students are getting to think through what they are learning and apply it. This way, they can see it put to practice, learn about the roadblocks and challenges, and get the benefit of the successes. Students have done a great job collaborating across teams to ensure consistency across different social channels, which is something else I emphasize in the class – the importance of consistent messaging and content experiences across multiple screens, which Brito talks about in Your Brand: The Next Media Company (one of our course books – thanks to Karen Freberg for recommending this text!). I’ll talk a little bit more about how the teams are organized, and share the content they’ve created in an upcoming post!

Here is the assignment! Let me know if you have any questions, or thoughts on how i can modify or improve it!

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