Overview

The Rundown

Materials
Social Media Plan - Team Sheet

Tools
Flipgrid
Prezi
EdPuzzle

Reinforced Values




This activity is designed to guide your students through the thought process and steps in creating a Social Media Plan. The purpose of this activity is to give students an opportunity to research and define who their customer is, utilizing the Persona Canvas, examine which social media their customer uses, what message students want to communicate to customers, and how they will use social media to communicate their plan. This activity culminates with students creating a Concept Board outlining their social media plan and pitching the plan for votes.

Intro

About 7 in 10 Americans use social media to connect with one another, share information, entertain themselves and consume news content. Social media networks include Facebook, Google+, Instagram, Linkedin, Pinterest, Reddit, Snapchat, Tumblr, Twitter, YouTube, and others. In the 21st century, having a good social media plan is key to the success of all businesses, big or small.

You will complete this activity as a team, going through the thought process and steps of planning social media. Your team will have the opportunity to use the Persona Canvas to define who your customer is and to examine the environment surrounding your customer. Your team will also discover which social media your customer uses, what message you want to communicate to that customer, and how you will use social media to communicate your plan. After your team completes a social media plan for the local small business of your choice, you will create a Concept Board visually illustrating your social media plan, then pitch your plan for the opportunity to have your peers vote for your plan as the best social media plan.

Preparation

  • Determine how you will share the activity with your students.
  • Review the activity guide and modify the steps as necessary for the delivery method for your students (collaborative vs. individual).
  • Review the “Social Media Team Sheet” and modify it as needed to allow students to directly input their content into the document.
  • Decide if groups will complete the steps. Options include:
    • Groups complete all of the steps on their own, then the class comes back together to pitch and debrief.
    • You explain the step, then allow groups time to complete that step. The class comes back together following each step to allow you to answer any questions and explain the next step. Once the final step is complete, the groups pitch and you debrief.
  • Decide how you would like students to respond to any of the debrief questions after they complete the activity and how they would do so. 
  • Post the activity to your classroom platform for students to access and complete or set up a Zoom session to walk through the activity with students.
  • Encourage students to use Paint or another digital tool to complete their Persona Canvas
    • Pro tip – Students can “freehand” their persona and take a picture with their phone and upload or e-mail it to the educator if technology is available.

Directions

(NOTE: These directions are written for a collaborative session with students virtually – if not collaborating as a class virtually or students are working individually, you can post pieces of the directions online with the resources listed above.) 

  • Explain the steps of the activity before sending students to breakout rooms to work.
    • Protip: It may be helpful to walk through the Social Media Team Sheet step-by-step and/or using an example that you have already completed.
  • Divide your class into teams of 3-4. Be sure students have access to their Social Media Plan Team Sheet (only one copy is needed per team). Continue with the directions as you decided as part of your “Before Class Preparation”.
  • Have each team select a local small business to create a social media plan for.
    • Note: As teams work on steps 1 through 5 of their Social Media Plan – Team Sheet, they will need to divide the steps amongst team members.
  • Have each team complete step 1 on their Social Media Plan – Team Sheet. Have each team brainstorm, research and define “who is their customer”, what are their traits, and which social media platform(s) they use.
  • Have each team complete step 2 on their Social Media Plan – Team Sheet. Teams will complete a Persona Canvas using Paint or another illustrator program to illustrate their customers’ needs, issues they face, opportunities that might exist and trends in the market environment the customer is a part of.
  • Have each team complete step 3 on their Social Media Plan – Team Sheet. Teams will identify the needs of their audience, define goals for their social media plan, and create a theme for the social media plan.
  • Have each team complete step 4 on their Social Media Plan – Team Sheet. Teams will select three (3) social media platforms, justify why the platform is appropriate for their plan, as well as address the frequency of their message, compose their message and identify how they will promote their social media accounts.
  • Have each team complete step 5 on their Social Media Plan – Team Sheet. Teams will identify the methods they will use to measure the results of their Social Media Plan.
  • Have each team design a Concept Board using a digital tool/platform of their choice (or as assigned by you). Their concept board should visually communicate and summarize their plan for the audience of their pitch. In addition to summarize their plan, their concept board should show the who, what, why, when and how of their plan.
  • Students can use pictures, text, charts, graphs and/or illustrations in the design of their concept board.
    • Note: As teams design their concept board, have them prepare to pitch their Social Media Plan. You will need to inform students of any guidelines for their pitches, time, etc.
  • Have teams pitch their Social Media Plans to the class.
    • Note: Teams could also use video tools like Flipgrid or EdPuzzle to upload their videos if presenting live is not an option.
  • After all teams have pitched, have teams upload their Concept Boards to the Classroom Platform.
  • Allow students a few minutes to view the boards and vote on the Concept Board(s) representing the team(s) concept board and pitch, they feel created the most value in the market.
    • IMPORTANT – Students cannot vote on their own team’s project. If a student votes for their own project, that vote is invalid and that student loses an opportunity for incentive.
  • Exchange votes for incentive as determined by the educator.

Debrief

Students can complete the debrief individually by answering the following questions or virtually as a full group or in breakouts via Zoom to discuss their learnings.

  • How important is knowledge of your market in the development of your social media plan?
  • How often do you believe a business needs to review their social media plan?
  • What is the relationship between developing and executing a good social media plan and the foundational value passion?
  • Can a good social media plan improve the lives of others? If so, how or what would that look like?
  • What is the relationship between developing and executing a good social media plan and the foundational value opportunity?
  • How can a good social media plan be evidence of using sound judgment in making decisions as a small business owner?
  • Can you give an example of a small business that has communicated with you on social media, creating a win-win?
  • Are you more likely to trade with the business that has created a win-win for you on social media? If so, why?

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