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You will analyze your client’s networks, social media, and websites. You need to take an in-depth look at your client’s networks utilizing SEO (search engine optimization). A completed research paper (final research paper) should be 8-10 pages excluding title, references, tables, and figures. Read it over as one document to make sure everything fits. In doing so, you should provide transitions and/or subheadings. Include on the cover page a title for the paper, the client’s name (which can be in the title), the date, and your name. After the cover page, include a table of contents.
Introduction • Introduce your client (who/what it is) and preview what you will write in your research paper.
Body Analysis of keywords. • Analyze five keywords (terms, phrases, but not brand names/product names) on your client’s website and include the results of their page ranks (e.g. first page and 5th link or third page and 2nd link). • Include justifications for the keywords (e.g. why they are your client’s keywords and why they are good keywords for your client’s website). o If the result shows that it is not ranked first, would you suggest to your client that this keyword be included in their website? Why or why not? • Within the 5 keywords, suggest 3 other keywords (with rationales) that should not be included on your client’s website.
Analysis of Social networks. • Identify social networks with the four quadrants of Public Relations and definitions of relations (e.g. Facebook. This analysis defines Facebook as community relations because XXX or Media relations because YYY). o If your client does not have relations with the four quadrants of PR, do you think they should have them in the first level? Why or why not? o Or is it okay that your client has relations with the four quadrants of PR in the second or third level? Why or why not? • Apply centrality concepts to the social networks. • Suggest social networks for your client with rationales and centrality concepts. Your suggestions should be specific and detailed, and must identify an organization (e.g. Based on my analysis, I suggest a business relationship with the University of WisconsinWhitewater because XXX). Provide the social network map (SEO graph).
Analysis of social media sites. • Indicate all social media sites included on your client’s website along with its community size and any social media sites that it did not display on its website. • Provide the dates that you analyzed your client’s campaigns. • Analyze its PR campaigns (or posts) on Facebook and Twitter based on content and engagement.
COMM 204 2018 Spring
o For the content, you need to analyze types, tone, and method of content, as well as which content is more sharable. o For the engagement, you need to identify the main audiences and participation, as well as the level of company engagement and responses, and level of audience engagement.
Evaluation of PR campaign’s social media sites • Evaluate your client’s PR campaigns including the purpose(s) of using social media sites (e.g. communications and engagement with members, building your client’s profile, influencing opinions, managing crisis communication, etc.), whether or not your client uses appropriate social media sites considering its publics/audiences/targets, PR campaigns’ content (type, method, tone, etc.), level of engagement with its audiences, quality of engagement with its audiences, etc.
Suggestions for PR campaign’s social media sites • Provide suggestions for your client’s PR campaigns and social media sites along with rationales, including which social media sites your client should use or emphasize, and how your client can improve their social media campaigns (including content and engagement, etc.).
Transition/Subheadings • Provide transitions and subheadings when addressing new topics. For example, In the next section this paper addresses UW-W’s (your client) networks and the relationship between its connectors. Furthermore, this research suggests social networks based on the four quadrants of Public Relations.
Conclusion • Conclude your analysis and suggestions and provide your final thoughts for your client.
Format Please write the paper in the form of an essay using complete sentences. This is the academic paper! Bullet points are acceptable for presenting lists. However, you should address this information within your paper. Organize your paper well with a bold subhead. Your paper should be typed, double-space, in 12-point Times New Roman font, 1 inch margins, and APA format with staple left top corner. Submit your paper both as a hard copy and as a D2L. The instructor will NOT grade your paper without a hard copy and track that you submitted a hard copy of the final research paper.
Deadline This assignment is due Apr. 25th. If a student submits an assignment more than 7 days late the instructor will NOT ACCEPT your assignment. This is non-negotiable!
Resource Use at least 3 academic resources (e.g. EBSCO, Pew Research Center: http://www.pewresearch.org/). You can use our textbook as academic resources. However, if this
COMM 204 2018 Spring
research paper is used to complete the Department Writing Requirement, you should use at least 3 academic resources excluding our textbook.
Writing requirement The research paper can be used to complete the Department Writing Requirement. The research paper will be evaluated against criteria for research papers and a separate set of criteria for the writing requirement. A passing grade on the research paper does not imply passing the writing requirement. Students should pay attention to the criteria for completing the writing requirement thoroughly. Because it is a college writing requirement, the final research paper cannot be turned in late. If the final research paper is shorter than 6 pages, a student cannot pass the Department Writing Requirement regardless of your writing quality. In order to pass the writing requirement, there must be no direct quotations within your paper. Students should fill out the top half of the new writing requirement form and submit the form with your final research paper. The purpose of this requirement is to demonstrate your writing competence at the university level. In order to do this, you will need to: • Organize your research paper appropriately • Synthesize and analyze ideas effectively • Use language effectively • Construct proper paragraphs • Demonstrate proper grammar and spelling • Demonstrate appropriate use of citations, documentation, and reference/bibliography use • Use a consistent style appropriate to the discipline (APA) as well as other requirements as outlined by your instructor
Evaluation It will be graded based on the following criteria:
1. Do analysis sections offer thorough discussion/explanations of the requirement information above? 2. Does the paper offer descriptions to support your selections and suggestions and is the description offered of good quality? 3. Does the paper correctly understand the four quadrants of Public Relations, centrality concepts, social networks, and social media sites? 4. Is the paper organized well and is it logically presented well? 5. How good is the quality of the writing? Is proper grammar and punctuation used? Is the spelling correct? Does the text include primarily simple sentences with few compounded, complex or compound-complex sentences? Is the writing primarily in the active voice? 6. Does the paper meet all of the requirements of the assignment?
COMM 204 2018 Spring
Introduction 1 0.8 0.5 0.3 0 Keyword analysis 2 1.8 1.6 1.4 1.2 1 0.5 0 Keyword suggestions 2 1.8 1.6 1.4 1.2 1 0.5 0 Social networks analysis 2 1.8 1.6 1.4 1.2 1 0.5 0 Social networks suggestions 2 1.8 1.6 1.4 1.2 1 0.5 0 Social media sites analysis 2 1.8 1.6 1.4 1.2 1 0.5 0 Critics of social media sites 2 1.8 1.6 1.4 1.2 1 0.5 0 Suggestions of social media sites 2 1.8 1.6 1.4 1.2 1 0.5 0 Conclusion 1 0.8 0.5 0.3 0 Writing Quality • Clarity • Grammar • Spelling • Punctuation • Transition 2 1.8 1.6 1.4 1.2 1 0.5 0 Formatting • APA style • 3 academic resources • Required formatting o Cover page o Table of contents o Font styles and size o Page number 2 1.8 1.6 1.4 1.2 1 0.5 0 Total: out of 20