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Milestone Two: Social Media Marketing Analysis

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Milestone Two: Social Media Marketing Analysis

MKT 355 Milestone Two Guidelines and Rubric

 

Overview: In this assignment, you will be analyzing SNHU Pet Supply’s current social media marketing strategy. You will analyze current social media metrics and data for how they inform marketing decisions and strategies. Refer to the SNHU Pet Supply Case Study when completing this milestone. This milestone is due in Module Five.

 

Prompt: Specifically, the following critical elements must be addressed:

 

  1. Social Media Marketing Analysis: In this section, you will be analyzing SNHU Pet Supply’s current social media marketing strategy. You will analyze current social media metrics and data for how they inform marketing decisions and
    1. Identify all of the social media platforms that are currently being used by SNHU Pet Supply, and describe why you think they were selected for the current
    2. Describe the role each social media platform has within the overall SNHU Pet Supply marketing strategy. Support your description with examples.
    3. Assess the current social media platform metrics being used by SNHU Pet Supply. In your assessment, be sure to:
      1. Describe the current social media metrics being used to evaluate the platforms. Support your description with specific examples from the case study.
      2. Explain how the evaluation metrics can inform a company’s social media marketing decisions. Cite specific evidence to support your explanation.
    4. Analyze existing social media data that the company uses to determine areas of strength and weakness within the current social media marketing strategy. In your analysis be sure to:
      1. Describe elements of the social media strategy that were successful. Support your description with specific data from the case
      2. Describe elements of the social media strategy that were not successful. Support your description with specific data from the case
      3. Explain the difference in success between the paid and organic social media marketing activities used within the social media marketing strategy. Support your response with specific examples from the case
    5. Identify social media platforms not currently being utilized, and explain why they should be considered for SNHU Pet Supply’s social media marketing strategy. Cite specific evidence to support your

 

 

Rubric

Guidelines for Submission: Milestone Two should adhere to the following formatting requirements: 2 to 3 pages in length, double-spaced, using 12-point Times New Roman font, one-inch margins, and APA formatting.

 

Critical Elements

Proficient (100%)

Needs Improvement (75%)

Not Evident (0%)

Value

Social Media Marketing Analysis: Identify

Identifies all of the social media platforms that are currently being used by SNHU Pet Supply and describes why the platforms may have been selected

Identifies all of the social media platforms that are currently being used by SNHU Pet Supply and describes why the platforms may have been selected, but description

is cursory or lacks clarity

Does not identify all of the social media platforms that are currently being used by SNHU Pet Supply

16

Social Media Marketing Analysis: Describe

Describes the role each social media platform has within the overall SNHU Pet Supply marketing strategy, supporting description with examples

Describes the role each social media platform has within the overall SNHU Pet Supply marketing strategy, but description is cursory or examples are not accurate or

nonexistent

Does not describe the role each social media platform has within the overall SNHU Pet Supply marketing strategy

16

Social Media Marketing Analysis: Current Social Media Metrics

Describes the current social media metrics being used to evaluate the platforms, supporting description with specific examples from the case

study

Describes the current social media metrics being used to evaluate platforms, but description is cursory or examples are not specific to the

case study or are nonexistent

Does not describe the current social media metrics being used to evaluate platforms

16

Social Media Marketing Analysis: Inform Marketing Decisions

Explains how the evaluation metrics can inform a company’s social media marketing decisions, citing specific evidence to support the response

Explains how the evaluation metrics can inform a company’s social media marketing decisions, but explanation is not supported with specific

evidence or contains inaccuracies

Does not explain how the evaluation metrics can inform a company’s social media marketing decisions

8

Social Media Marketing Analysis: Successful

Describes elements of the social media strategy that were successful, supporting description with specific data from the case study

Describes elements of the social media strategy that were successful, but description is cursory or not supported with specific data from

the case study

Does not describe elements of the social media strategy that were successful

8

Social Media Marketing Analysis: Not Successful

Describes elements of the social media strategy that were not successful, supporting description with specific data from the case

study

Describes elements of the social media strategy that were not successful, but description is cursory or not supported with specific data

from the case study

Does not describe elements of the social media strategy that were not successful

8

 

 

Social Media Marketing Analysis: Paid and Organic

Explains the difference in success between the paid and organic social media marketing activities used within the social media marketing strategy, supporting response with specific examples from the case study

Explains the difference between the paid and organic social media marketing activities, but explanation has gaps in connections to the success of the activities or lacks clarity or is not supported with specific examples from the case

study

Does not explain the difference in success between the paid and organic social media marketing activities used within the social media marketing strategy

8

Social Media Marketing Analysis: Not Currently Utilized

Identifies social media platforms not currently being utilized and explains why they should be considered for SNHU Pet Supply’s social media marketing strategy, citing specific

evidence to support explanation

Identifies social media platforms not currently being utilized and explains why they should be considered, but explanation is cursory or lacks clarity or is not supported with specific

evidence

Does not identify social media platforms not currently being utilized

16

Articulation of Response

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and

articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

4

Total

100%

 

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