Southern New Hampshire Fenty Beauty by Rihanna New Media Tools Case Study Instructions Conduct a case study of how a company uses new media tools for a di

Southern New Hampshire Fenty Beauty by Rihanna New Media Tools Case Study Instructions

Conduct a case study of how a company uses new media tools for a digital media PR communications campaign. You should select a different company than the one you selected for your final project (though perhaps in the same industry or field). This will provide you with a different perspective, and you can apply what you learn from this milestone to your project.

FOR THIS CASE STUDY: Fenty Beauty by Rihanna

GUIDELINES ATTACHED

https://business.linkedin.com/sales-solutions/b2b-sales-prospecting/techniques-for-successful-prospecting COM 656: Case Study of New Media Tools Guidelines and Rubric
Overview: There is a long list of new media tools now available to the marketing and PR professional, and for every beneficial new media tool, however, one
needs to learn how to maximize its use and optimize its reach. In this day and age, companies face many challenges in getting messages to target audiences. The
flip side is that companies, with the help of new media tools (both social media channels and digital platforms) now have infinite opportunities to deliver key
information to potential customers. In this short paper, you will weigh both challenges and opportunities as presented by new media tools. This milestone will
inform the final project, but it should not be simply repeated in the final project.
Prompt: For Milestone Two, conduct a case study of how a current company uses new media tools for a digital media PR communications campaign. You should
select a different company than the one you selected for your final project (though perhaps in the same industry or field). This will provide you with a different
perspective, and you can apply what you learn from this milestone to your project. Be sure to evaluate all or some of the digital tools discussed in Milestone One.
Evaluate the engagement and effectiveness of this company’s connectivity, engagement, and community building with the company’s target audience through
social media, and make recommendations for improvement to the company’s social media use and approach. Specifically, do the following:
i.
ii.
Identify unique challenges for the company and recommend how new media tools can address these challenges.
Identify opportunities for the company and recommend how new media tools can address these opportunities.
Note: While there is no minimum number of references, you should use an appropriate number to substantiate your evaluations.
Guidelines for Submission: Double-spaced Word document, 12-point Times New Roman font, one-inch margins, APA format, two or three pages in length (not
including title page and references).
Rubric
Critical Elements
Challenges
Exemplary (100%)
Meets “Proficient” criteria and
proposes additional unique ideas
to address challenges,
substantiated by research
Opportunities
Meets “Proficient” criteria and
proposes additional unique ideas
to engage opportunities,
substantiated by research
Recommendations
Articulation of
Response
Meets “Proficient” criteria, and
recommendations are well
substantiated by research
Submission is free of errors
related to citations, grammar,
spelling, syntax, and organization
and is presented in a professional
and easy-to-read format
Proficient (90%)
Explains the challenges of the
campaign and how new media
tools were engaged to meet the
challenges, using clear and
specific examples
Explains the opportunities in the
campaign and how new media
tools were engaged to take
advantage of these
opportunities, using clear and
specific examples
Evaluates the campaign for
effectiveness and engagement
with the target audience and
makes recommendations for
improvements, using clear and
specific examples
Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization
Needs Improvement (70%)
Explains the challenges of the
campaign and how new media
tools were engaged to meet the
challenges but does not use clear
and specific examples
Explains the opportunities in the
campaign and how new media
tools were engaged to take
advantage of these opportunities
but does not use clear and
specific examples
Evaluates the campaign for
effectiveness and engagement
with the target audience but
does not sufficiently make
recommendations for
improvements and/or does not
use clear and specific examples
Submission has major errors
related to citations, grammar,
spelling, syntax, or organization
that negatively impact readability
and articulation of main ideas
Not Evident (0%)
Does not identify the challenges
of the campaign
Value
30
Does not identify opportunities
30
Does not include
recommendations
30
Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas
Total
10
100%

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