Overview The final project for this course is a portfolio of new media communications. To develop this portfolio, you will take on the role of a social media expert within an organization. The organization is experiencing a workforce conflict scenario that has global impact. The scenario reflects an ethical issue that stands to impact the organizations brand image and sustained customer loyalty. You will develop a portfolio of new media communication for an audience of global stakeholders and customers. This will include constructing long-form media (one press release, one blog post, and one website article) and short-form media (one each social and professional profile, three tweets, and one additional microblog post). Where appropriate, you will also incorporate SEO strategies to bring stakeholders and customers to content. Focus You are a social media expert for a global coffee retailer (Insomnia Coffee House LLC) that vaunts its ethical supply chain. It has come to light that some of the beans are not being purchased directly from farmers through fair trade as advertised, but through other big coffee suppliers known for their unethical practices. Employees at all levels of the organization are rumored to be culpable, leaving the workforce divided. Now that this scandal has come to light, the organization stands to lose credibility with its customers, employees, and suppliers. In that regard, the image of the company, which is one of social responsibility, is threatened as well. In your role as social media expert, you have been tasked with damage control and the rebuilding of the corporate identity by disseminating accurate, timely, and concise messages to stakeholders and consumer. You will need to communicate that the problem has been recognized by top-level management and also that the appropriate steps are being taken to ensure stoppage of profit loss. You will also create a plan of action that guarantees transparency in the ethical re-establishment of fair-trade policies with suppliers. Additionally, you need to stop the rumors that employees could be subject to immediate and ongoing layoffs that have begun circulating among members of the workforce worldwide. You must also create social media awareness of the immediate and appropriate actions that the company is taking to publicly monitor the supply chain into the future. You will prepare a portfolio of new media communications in response to the scenario outlined above. Prompt 1. In a Word document, create a list of SEO keywords that you will use as metatags and that you will reinforce in the copy of your blog post and website article. In a short paragraph, analyze how well these reflect the message that you are disseminating, as described in your Milestone One paper. 2. In a single Word document, create the following: a. A blog post b. A website article Use headings to format the content and improve readability. Make sure that your writing reflects your metatags and reinforces SEO.
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