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Marketing/Advertising

Marketing/Advertising

Social Media

You have been assigned the task as Marketing Manager to scan social media web sites and try to mitigate the negative consumer postings from a recent crisis. Explain how organizations use social media to communicate with their consumers through a crisis and evaluate how the negative comments were handled by the organizations. Assess a recommendation for better communication and explain why.

The Social Media paper

  • Must be two to four double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the University of Arizona Global Campus Writing Center (Links to an external site.)
  • Must include a separate title page with the following:
    • Title of paper
    • Student’s name
    • Course name and number
    • Instructor’s name
    • Date submitted
  • Must use at least two scholarly sources in addition to the course text.
  • Must document all sources in APA style as outlined in the University of Arizona Global Campus Writing Center.
  • Must include a separate reference page that is formatted according to APA style as outlined in the University of Arizona Global Campus Writing Center.

 

Total Possible Score: 10.00

Explains How Organizations Use Social Media to Communicate With Their Consumers Through a Crisis and Evaluates How the Negative Comments Were Handled by the Organizations

Total: 4.00

Distinguished – Comprehensively explains how organizations use social media to communicate with their consumers through a crisis and thoroughly evaluates how the negative comments were handled by the organizations. Effectively uses examples to support position.

Proficient – Explains how organizations use social media to communicate with their consumers through a crisis and evaluates how the negative comments were handled by the organizations. Uses examples to support position, but minor details are missing from the explanation or evaluation.

Basic – Vaguely explains how organizations use social media to communicate with their consumers through a crisis and partially evaluates how the negative comments were handled by the organizations. Somewhat uses examples to support position and relevant details are missing from the explanation and/or evaluation.

Below Expectations – Attempts to explain how organizations use social media to communicate with their consumers through a crisis and evaluate how the negative comments were handled by the organizations; however, does not use examples to support position and significant details are missing from the explanation and evaluation.

Non-Performance – The explanation of how organizations use social media to communicate with their consumers through a crisis and the evaluation of how the negative comments were handled by the organizations are either nonexistent or lack the components described in the assignment instructions.

Assesses a Recommendation for Better Communication and Explains Why

Total: 4.00

Distinguished – Thoroughly assesses a recommendation for better communication and comprehensively explains why. Effectively uses examples to support position.

Proficient – Assesses a recommendation for better communication and explains why. Uses examples to support position, but minor details are missing from the assessment or explanation.

Basic – Vaguely assesses a recommendation for better communication and partially explains why. Somewhat uses examples to support position and relevant details are missing from the assessment and/or explanation.

Below Expectations – Attempts to assess a recommendation for better communication and explain why; however, does not use examples to support position and significant details are missing from the assessment and explanation.

Non-Performance – The assessment of a recommendation for better communication and the explanation why are either nonexistent or lack the components described in the assignment instructions.

Written Communication: Control of Syntax and Mechanics

Total: 1.00

Distinguished – Displays meticulous comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains no errors and is very easy to understand.

Proficient – Displays comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains only a few minor errors and is mostly easy to understand.

Basic – Displays basic comprehension of syntax and mechanics, such as spelling and grammar. Written work contains a few errors which may slightly distract the reader.

Below Expectations – Fails to display basic comprehension of syntax or mechanics, such as spelling and grammar. Written work contains major errors which distract the reader.

Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.

Written Communication: APA Formatting

Total: 0.50

Distinguished – Accurately uses APA formatting consistently throughout the paper, title page, and reference page.

Proficient – Exhibits APA formatting throughout the paper. However, layout contains a few minor errors.

Basic – Exhibits limited knowledge of APA formatting throughout the paper. However, layout does not meet all APA requirements.

Below Expectations – Fails to exhibit basic knowledge of APA formatting. There are frequent errors, making the layout difficult to distinguish as APA.

Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.

Written Communication: Page Requirement

Total: 0.25

Distinguished – The length of the paper is equivalent to the required number of correctly formatted pages.

Proficient – The length of the paper is nearly equivalent to the required number of correctly formatted pages.

Basic – The length of the paper is equivalent to at least three quarters of the required number of correctly formatted pages.

Below Expectations – The length of the paper is equivalent to at least one half of the required number of correctly formatted pages.

Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.

Written Communication: Resource Requirement

Total: 0.25

Distinguished – Uses more than the required number of scholarly sources, providing compelling evidence to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.

Proficient – Uses the required number of scholarly sources to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.

Basic – Uses less than the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are used within the body of the assignment. Citations may not be formatted correctly.

Below Expectations – Uses an inadequate number of sources that provide little or no support for ideas. Sources used may not be scholarly. Most sources on the reference page are not used within the body of the assignment. Citations are not formatted correctly.

Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.


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