Guidelines for Submission: Your paper should be a 1- to 2-page Microsoft Word document with double spacing, 12-pt. Times New Roman font, one-inch margins, and at least three sources cited in APA format.
Instructor Feedback: This activity uses an integrated rubric in Blackboard. Students can view instructor feedback in the Grade Center. For more information, review these instructions.
Critical Elements
Exemplary (100%)
Proficient (85%)
Needs Improvement (55%)
Not Evident (0%)
Value
Social Media Platforms: Social Media Platforms
Meets “Proficient” criteria, and explanation demonstrates an insightful awareness of how brands use social media to target specific markets
Identifies the social media platforms the brand uses and explains how they align to the brand’s target market
Identifies social media platforms, but not all are used by the company
Does not identify any social media platforms
10
Social Media Platforms: Social Media
Meets “Proficient” criteria and demonstrates in-depth knowledge of the nuances of social media platforms
Describes how the brand uses each social media platform
Describes how the brand uses some social media platforms, or description is cursory or contains inaccuracies
Does not describe how the brand uses social media platforms
10
Social Media Platforms: Modify
Meets “Proficient” criteria, and description offers keen insight into how the specifications of social media platforms impact messaging
Describes how the brand must modify posts in order to accommodate the differing functionalities of social media platforms
Describes how the brand must modify posts in order to accommodate the differing functionalities of social media platforms, but description is cursory or inaccurate
Does not describe how the brand must modify posts in order to accommodate the differing functionalities of social media platforms
10
Evaluating Digital Marketing Campaigns: Platforms
Meets “Proficient” criteria and cites specific, relevant examples to establish which platforms are the most effective for the specific brand to use
Determines which digital platforms are most effective for the brand to use, citing examples
Determines which digital platforms are most effective for the brand to use, but response is cursory, or examples are inappropriate or nonexistent
Does not determine which digital platforms are most effective for the brand to use
10
Evaluating Digital Marketing Campaigns: Doing Well
Meets “Proficient” criteria, and description is exceptionally clear and contextualized
Describes what the brand is doing well on digital media, supporting response with examples
Describes what the brand is doing well on digital media, but description is cursory, or examples are inappropriate or nonexistent
Does not describe what the brand is doing well on digital media
10
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