Portfolio Building Activities in Social Media
SAGE Publications Inc (Verlag)
978-1-5443-3825-5 (ISBN)
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Featuring 50 real-world activities across various social media platforms!
Portfolio Building Activities in Social Media shows students how to communicate on social media professionally and strategically by giving them hands-on experiences with real-world challenges. From brand analyses to budget assignments to pitch activities, this practical exercise guide offers students multiple opportunities to create and build their portfolio of work. Designed to be used with Freberg’s Social Media for Strategic Communication, but flexible enough to bundle with any PR textbook, these exercises are useful to any professor looking to incorporate more activities around social media and digital brand development.
Karen Freberg (@kfreberg) is a Professor in Strategic Communications at the University of Louisville. Freberg is also the director of The Bird’s Nest, a student-run strategic communication agency at the University of Louisville. In 2019, Freberg received the honor of being named a visiting Adjunct Associate Professor in Creative Communication at the University of the Sunshine Coast. Freberg is also a research consultant in social media and crisis communications and has worked with several organizations and agencies such as Kentucky Derby, Sun Tan City, GE Appliances, Korbel, Brown-Forman, Churchill Downs, Kentucky Derby, Facebook, Adobe, HubSpot, Chipotle, Firestorm Solutions, Hootsuite, The Breeders’ Cup, IMC Agency, DHS, CDC, and General Motors. This experience led her to be a 2015 Plank Center Fellow for General Motors (GM), where her responsibility was to work with the PR and social media teams, forming best practices and recommendations on social media measurement strategies and influencer marketing practices. In addition, Freberg is an award-winning author and has written several books including The Roadmap in Teaching Social Media (Amazon, self-published), Digital Media Writing for Strategic Communication (TopHat with Emily Kinsky and Amber Hutchins), and Social Media for Strategic Communications: Creative Strategies and Research-Based applications (with SAGE, which was named 2020 NCA Public Relations Division’s Outstanding Textbook Award Winner). She’s published her second TopHat book with Kinsky titled Concepts in Social and Digital Communication. Freberg has coordinated and advised various companies on the areas of social media pedagogy and certification programs, such as Cannes Lions (Co-Chair of the Cannes Lions Educator Summit), Hootsuite (Advanced Social Media Certification and #HootAmb), Meltwater (certification program and contributor), Adobe (EDUMax Thought Leader and Adobe Education Leader), Meta Blueprint (Subject Matter Expert), and HubSpot (Education Founding Member). Freberg also launched a social media educators community on FB and Twitter (now X) (@SMprofessors and #SMprofs) for professors, practitioners, and professionals in the education industry to share resources, brainstorm ideas, and collaborate on projects to bridge the gap between education and practice. In addition to academic publications, Freberg has been interviewed for popular press publications such as The New York Times, The Drum, Newsweek, Adweek, USA Today, The Next Web, MONEY, USA Today College, and Forbes. xxxiiBefore coming to the University of Louisville, Freberg earned a Ph.D. in communication and information at the University of Tennessee in May 2011 and a master’s degree in strategic public relations at the Annenberg School for Communication at the University of Southern California in August 2007. Freberg received her bachelor of science degree in public relations at the University of Florida in August 2005. Freberg is also a four-time All-American, two-time SEC champion, and 2004 Olympic Trials finalist in the shot put. She loves coffee (it’s a major food group), traveling, and being with her Australian Shepherd, Mando Wade, and believes everyone needs to be on #TeamRyanReynolds as he is the only one who can call her Dr. K.
Chapter 1. Introduction to Social Media: An Art and Science
Creative Exercise Assignments
Self-Awareness Exercise
Chapter 2. Ethical and Legal Fundamentals of Social Media
Social Media Code of Ethics Assignment
Social Media Policy Assignment
Chapter 3. Personal and Professional Branding
Managing Online Reputation Assignment
Personal Branding and Networking Framework
Social Media Coaching and Thought Leadership Report
Social Media Certifications Audit Report
Key Areas of Social Media Tree
Chapter 4. Industry Qualifications and Roles
Industry Position Analysis
Networking and Outreach Assignment
Chapter 5. Research in Social Media: Monitoring, Listening, and Analysis
Social Media Internal and External Audit Assignment
Brand Social Media Template Analysis Assignment
Social Media Platform Assessment Assignment
Social Media Listening Assignment
Social Media “Riff-Off” Competition
Chapter 6. Strategic Planning for Social Media
Crisis Communication Plan Assignment
SWOT Analysis Assignment
Strategic Brief
Social Media Event Planning Content Game Plan Assignment
Chapter 7. Strategic Writing for Social Media
Creating a Style and Writing Guide Assignment
Blogging Assignment
Community Copywriting Assignment
Infographics Assignment
E-Book Assignment
Organic Versus Third-Party Tool Exercise
Chapter 8. Audience Segmentation and Analysis
Identifying Audience Segmentation Assignment
Audience Analysis Worksheet Assignment
Audience Segmentation Audit Assignment
Influencer Assignment
Chapter 9. Creating, Managing, and Curating Content
Content Idea Proposal Assignment
Content Creation Assignment: Images
Social Media Content Marketing and Analytics Certification Report
Visual Storyboard Assignment
Social Media Workshop Assignment
Content Creation and Curation Audit Exercise
Chapter 10. Measurement, Evaluation, Budget, and Calendar
Paid Media Assignment: Facebook and Instagram
Social Media Budget Assignment
Content Creation Assignment: Evaluation
Chapter 11. How Social Media Is Applied: Exploring Different Specializations, Part I
Social Media and Sports Assignment
Social Media and Crisis Communication Message Mapping Assignment
Social Media and Journalism Assignments and Exercises
Chapter 12. How Social Media Is Applied: Exploring Different Specializations, Part II
Social Media and Nonprofit Assignments And Exercises
Social Care Assignment
Social Media Around the World Assignment
Chapter 13. What Does the Social Media World Have That Is New?
Future Trends Pitch Assignment
Social Media Checklist for Continued Education
Creative Innovation of Social Media Education: How to Continue Being a Lifelong Learner
Self-Reflection and Actualization Exercise
| Erscheinungsdatum | 15.09.2018 |
|---|---|
| Verlagsort | Thousand Oaks |
| Sprache | englisch |
| Maße | 177 x 254 mm |
| Gewicht | 190 g |
| Themenwelt | Sozialwissenschaften ► Kommunikation / Medien ► Journalistik |
| Sozialwissenschaften ► Kommunikation / Medien ► Kommunikationswissenschaft | |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 1-5443-3825-2 / 1544338252 |
| ISBN-13 | 978-1-5443-3825-5 / 9781544338255 |
| Zustand | Neuware |
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