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. Additional Information Do Not Forget SEO. Even though Bing and Google rank images and videos in their searches, it is not about getting the most views. In visual content, the idea is to reach the right audience. Strategic targeting of visual content is the aim. Both photos and videos also have a voice, just as written content does. It is important to extend that voice to visual social media as well. The strategy for writing a LinkedIn profile is similar to the strategy for visual media: It needs to be anchored with real events and accomplishments. A LinkedIn profile must have a tone that is authentic and tells a story. In addition, the profile should be written with a personal tone that creates a connection to the audience. Of course, writers will also want to incorporate organic SEO from other communication pieces into their profiles. Most people will find a profile through search engines. Create draft profiles for a social media platform of your choice and a professional platform of your choice. a) How to Create a LinkedIn Profile That Really Connects. This article provides tips for creating a LinkedIn profile. Read it for this assignment. < https://www.cbsnews.com/news/how-to-create-a-linkedin-profile-that-really-connects/> 2. In a short paper (250 words), describe the differences between profiles for a social platform and professional platforms. What is the difference in audience and tone of each? Cite research to support your views. 3. Submit this as a Word document. CRITICAL ELEMENTS (1) PROFILES: AUDIENCE & PURPOSE Creates separate profiles for social and professional platforms that address the different audience and purpose (social versus professional) of each, and uses keywords from SEO from press release, blog post, and web article. (2) PROFILES: FOCUSES ON ACCOMPLISHMENTS: – Focuses on accomplishments, and uses keywords from SEO from press release, blog post, and web article. (3) PROFILES: DEMONSTRATES BENEFIT TO READER – Demonstrates what benefits the reader will get from the company, and uses keywords from SEO from press release, blog post, and web article. (4) PROFILES: USES SEO KEYWORDS – Incorporates SEO keywords, and employment of SEO keywords is concise and fluid. (5) ANALYZE YOUR CHOICES – Articulates differences in audience and tone, providing rationale substantiated with research, and explains how SEO and content aligns with the lifestyle choices of the audience.
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