Identify traditional media techniques used by the company. Compare social and traditional media techniques.–

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Project Description:
Students are to submit a research paper analysing the usage and impact of social media on a company’s image and reputation. The research paper assessment will examine the role social media plays in the success of organisations. After consulting with the teacher, each student will choose an organisation and examine its usage of social media and the impact it has on the vision and business strategies of the organisation. Students are expected to choose organisations that are active in social media in order to be able to analyse the success / failure of their SM strategies in achieving corporate goals.
Students are also expected to compare the usage of social media to traditional media and present an analysis of benefits gained from each type of media.
Students are also expected to demonstrate an ability to use standard SM terminology and show knowledge of available SM techniques and strategies to promote an organisation, enhance its image and reputation, and measure SM effectiveness.
The research paper should demonstrate students’ understanding of the role of social media in supporting corporate strategies.
Rationale:
Social media has been playing a critical role in the success of organisations. An understanding of how SM can be used to help organisations succeed is a significant skill in today’s media and business worlds. This assessment will help students critically analyse this significant aspect of business success in order to apply such skills in their future professional experiences.

Method:
Research Paper: Approximately 2000 words (excluding cover note, honesty statement, contents page, bibliography and appendix)

Papers are expected to include the below:
– Cover page
– Honesty statement
– Contents page
– Introduction
– Company profile
– Social media analysis (this section can vary depending on your choice of organisations)
– Social and traditional media comparison
– Principles of ethics
– Recommendations
– Bibliography (APA list of books, journals, websites used in the paper)
– Appendix (graphs, pictures, videos, film, print material, transcripts used as evidence)

Submission requirements
The front cover must include the title of the research paper, the date, the course code and course name as well as your student name and ID number.

Research and content: Select a company that
strategically uses
social media as a tool
of communication.
Identify and describe
the different types of
social media
platforms used by the
company.
Explain the role of social media in the company’s reputation building.–
Levels of Achievement:
F: Does not meet course requirements 0 (0%) – 5.31 (17.7%)
The company is not active in using social media as a tool of communication. No social media platforms are identified or described. There is no evidence that the student understood the role of social media in reputation building.
D: Minimally meets course requirements 5.4 (18%) – 5.94 (19.8%)
The company is somewhat active in social media, but activity is minimal and is not used properly. The description lacked a clear understanding of the nature of each platform and the way it was used by the company to enhance image and reputation. The explanation lacked a clear understanding of the role of social media in enhancing image and reputation.
C: Satisfactorily meets course requirements 6.03 (20.1%) – 6.84 (22.8%)
Company chosen is active in using social media. Activity is limited and does not provide enough information for analysis. Platforms’ description is clear with some examples explaining how the content is being used to enhance reputation. Explanation of the significant role social media plays in the reputation management of the company is relevant. Explanation lacks examples.
B: Significantly above course requirements 6.93 (23.1%) – 7.74 (25.8%)
Company is strategically active in using a variety of social media platforms to help achieve corporate communication goals. Explanation is clear with relevant examples and illustrations of the way social media content is used to communicate strategic messages. Explanation of the role of social media is clear with relevant examples of how it contributes to reputation building of the company and how it adds value to its corporate communication strategy.
A: Outstanding achievement 7.83 (26.1%) – 9 (30%)
Usage of social media is an integral part of the company’s strategy and a clear factor in business success. Social media strategy is robust and explained thoroughly by using relevant examples from different platforms. Explanation includes comprehensive examples and relevant insights into the company’s usage of social media as a strategic component of business success. Analysis of the role of social media is excellent and provides insights into the company’s future approach to social media usage.

Tactics and tools critical analysis: Identify traditional media techniques used by the company. Compare social and traditional media techniques.–
Levels of Achievement:
F: Does not meet course requirements 0 (0%) – 3.54 (11.8%)
Information collected is irrelevant and superficial. Comparison between traditional and social media is not provided.
D: Minimally meets course requirements 3.6 (12%) – 3.96 (13.2%)
Information collected is partially relevant but remains superficial. Comparison is provided, but lacks relevant analysis.
C: Satisfactorily meets course requirements 4.02 (13.4%) – 4.56 (15.2%)
Information collected is relevant, shows some depth and is examined. Comparison provided offers some relevant analysis, but lacks depth and good understanding of the differences.
B: Significantly above course requirements 4.62 (15.4%) – 5.16 (17.2%)
Information collected is relevant, in-depth, systematically organized and appropriately examined. Comparison is clear and provides clear understanding of the difference between traditional and social media.
A: Outstanding achievement 5.22 (17.4%) – 6 (20%)
Information collected provides insightful analysis to support arguments. Comparison is strong and provides excellent analysis of how the company differentiates between traditional and social media strategy.

Ethics critical analysis: Analyze how a company
employs the principles of
ethics in their social
media strategy.
Identify main principles of ethics in using social media for corporations.–
Levels of Achievement:
F: Does not meet course requirements 0 (0%) – 5.31 (17.7%)
Analysis provided is not relevant to the company’s application of ethics in its social media practice. Main principles of ethics are not identified.
D: Minimally meets course requirements 5.4 (18%) – 5.94 (19.8%)
Analysis of the application of ethical principles is irrelevant and superficial. Principles of ethics are partially identified and analyzed, but some are irrelevant and superficial.
C: Satisfactorily meets course requirements 6.03 (20.1%) – 6.84 (22.8%)
Analysis does not indicate good understanding of the importance of applying ethical principles in the social media practice. Most of the principles of ethics are identified and are relevant, but some are missing.
B: Significantly above course requirements 6.93 (23.1%) – 7.74 (25.8%)
Good understanding of the significance of ethical principles in the social media practice. All of the ethical principles are analyzed and are relevant.
A: Outstanding achievement 7.83 (26.1%) – 9 (30%)
Strong evidence of the critical role ethical principles play in social media success and company’s reputation. All of the ethical principles of social media are analyzed and presented in a systematic and clear way.

Recommendations: Apply skills of evaluation
to current social media
usage. Describe the company’s strategic goals and how social media can help achieve these goals.
Recommend social media strategies.–
Levels of Achievement:
F: Does not meet course requirements 0 (0%) – 3.54 (11.8%)
No evaluation of current practice provided. No strategic goals are described. No recommendations made.
D: Minimally meets course requirements 3.6 (12%) – 3.96 (13.2%)
Social media evaluation provided, but is irrelevant to the company’s goals or weak and does not help the company achieve its strategic goals. Strategic goals are identified, but description is irrelevant. Social media recommendations provided, but they are not relevant to the company’s goals or are weak and do not help the company achieve its strategic goals.
C: Satisfactorily meets course requirements 4.02 (13.4%) – 4.56 (15.2%)
Social media evaluation is well developed and helps the company focus on better achieving its strategic goals. Strategic goals are described, but lack good understanding of how they can be aligned with the social media strategy. Social media recommendations are well developed and help the company focus on better achieving its strategic goals.
B: Significantly above course requirements 4.62 (15.4%) – 5.16 (17.2%)
The social media evaluation provided adds considerable value to the company’s future strategic goals. Description of strategic goals is clear and offers insights into aligning them with social media recommendations. The social media recommendations provided add considerable value to the company’s future strategic goals
A: Outstanding achievement 5.22 (17.4%) – 6 (20%)
Social media evaluation is outstanding and realistic with insights that can support the company’s strategic planning. Excellent analysis of strategic goals and how they are aligned with a strong social media strategy to help the organization build stronger reputation. Social media recommendations are outstanding and realistic with results that can be easily measured and can support the company’s strategic planning.

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