HSC3371 Deliverable 2 – Social Media Latest 2023

HSC3371

Deliverable 02 – Social Media

Assignment Content     

Competency

Promote a community’s need for a particular public health initiative.

Student Success Criteria

View the grading rubric for this deliverable by selecting the “This item is graded with a rubric” link, which is located in the Details & Information pane.

Scenario

A local non-profit pro bono public health group has just contracted your expertise to help improve local public awareness of their mission and offerings. As part of this role, your job is to create a social media campaign to improve audience engagement and awareness. The group does not yet have a social media internet presence.

For this deliverable, assume you have already created introductory material on the group’s most relevant social media channel. For example, you have already introduced the mission, vision, board/group members, general ways in which the group serves the population, and general ways in which people can be part of the group or receive services.

The next step, which you will perform in this deliverable, consists of the group’s first topic-specific social media post with the goal of spreading community awareness and engagement.

Instructions

For this assignment, you will complete two parts and submit three files:

1.Develop content for your social media post following the CDC’s 8 – Step Communication Process. Complete and submit. Your submission should be 2-4 pages in length.

2.Create a mockup of the resulting social media post.

3.Create a mockup of a second iteration of the social media post to reflect the message diversification to a heterogeneous audience.

HSC3371-Deliverable-2-Worksheet

Part 1: Develop content for your social media post

Develop the content for your social media post following each step of the CDC’s 8 – Step Communication Process.

HSC3371-Deliverable-2-CDC8Step

Be sure to cite your sources. You need a minimum of 3 credible resources to support your research and positions. You may include the SproutSocial references in the resource list as 1 of your 3 credible resources.

Part 2: Create a mockup of your social media post.

Use the content from Part 1 to create your social media mockup for your first audience.

oAppropriate tone

oProfessional language

oIdentified audience

oRoyalty-free graphics

oIdentified call to action

oCredible resource

If using images that do not belong to you, please cite your image sources and/or use royalty free images, such as those found on Pixabay, Unsplash, or royalty-free creative commons image sharing sites. You may use screenshots created by the CDC’s Data Explorer Tool, or another credible data base that you used to conduct your research.

A mockup is not a real post. It is a representation of what you would actually post, but typically created in a different program offline. Suggested technology to create a mockup includes: Microsoft Word or PowerPoint, Google Slides, Canva, Keynote, or Pages. Please save and submit your mockup in one of the following formats: PDF, JPG, PNG, PPTX, or DOCX. Follow standard mechanics for spelling, grammar, punctuation, and writing style.

Part 3: Create a mockup of your second social media post

Repeat the process for your second social media post, stratified audience.

Deliverable 2 Worksheet

Complete each section of the following worksheet as part of your deliverable. Using APA formatting, cite your credible resources to accompany each answer, as well as including your reference list. You need a minimum of 3 credible resources. The SproutSocial resource contained within this competency’s content may count as 1 of your 3 credible resources.

1.Pick a public health issue you feel passionate about.Then, either select a real local or regional organization that helps support this cause, or create a hypothetical one. Conduct your background research to describe the problem, who it affects, and how the organization’s mission and vision align.

a.What is the problem?

b.Who does it affect?

c.Broadly speaking, who is your social media audience (if different from “1b)?

d.What real or hypothetical organization will you be representing?

e.How does the organization’s mission and vision align to this problem and population?

Note: local/regional does not have to imply where you personally reside or work.

2.Set an action-oriented goal: What is the specific action you want your social media

audience to take? This is called a “call to action.” The call to action should align with the health issue, the organization you represent for this assignment, and a health/lifestyle change the audience could make. The call to action should be one small step that a person can take immediately to move toward a mission-related health benefit.

My call to action is: ________________________________________________

3.Identify your specific audience: Describe the key elements that identify the audience you wish to reach with your social media post. Include evidence-based communications demographics of gender, age, location, income, education, and any other relevant factors that could influence your communication channel or content.

a.Gender:

b.Age:

c.Location:

d.Income:

e.Education:

f.Other:

4.Stratify your audience: Using the issue-based and/or settings-based approach studied in this module, describe two audience stratifications you wish to reach.

•For example, you may wish to reach those that have cancer, and those that have hereditary cancer risk factors.

•As another example, you may wish to diversify content based on a demographic factor, such as a communication for an older adult versus teens in relation to a topic like COVID-19.

•This stratification will help determine both your copy and image selection for your mock social media posts that demonstrate ability to diversify communication.

My two audiences are: _______________________ and _____________________ .

5.Channel selection: Use the additional resources accompanying this deliverable to select the most audience-relevant social media channel for your message. In this section of your paper, describe both the demographics of the selected channel, and what evidence led you to select this channel.

a.Channel gender:

b.Channel age:

c.Channel location:

d.Channel income:

e.Channel education:

f.Supporting evidence:

6.Craft the message: Use the additional resources accompanying this deliverable to state content specifications for your selected channel.

a.Social media post title:

b.Title word and/or character limits (if applicable):

c.Copy word and/or character limits:

d.Hashtag limits (if applicable):

e.Image dimension, and resolution requirements:

f.Video length, dimension, and resolution requirements:

7.Write copy for 2 versions of the message (one for each of your stratified audiences): Following your identified channel-specific specifications from step 6, write your actual copy. Include hashtags if appropriate for the channel. Include your call to action from step 2 above.

a.Copy version 1:

b.Copy version 2:

8.Locate (or create) two royalty-free images or videos to support your demographic-specific message (one for each of your stratified audiences): You can use the resources accompanying this deliverable, or your other favorite royalty free image/video resource. Visual assets should be relevant to your specific content. For example, if your content is for older adults, your images would likely include older adults. Generally, focus on positive images of the what the audience experiences after taking action.

For example, if you are discussing enrollment in a trial for a new cancer treatment drug, your image might be a cancer survivor celebrating with his/her family, as opposed to a hospital room.

Image/Video 1 (Hyperlink, or actual content):

Image/Video 2 (Hyperlink, or actual content):

9.Describe the program/social media post promotion plan. In this competency, we learned how key partnerships are essential for spreading awareness and reach. Discuss what types of individuals or organizations you need to partner with to achieve the awareness and engagement reach you are planning to achieve. If you have specific organizations in mind, include them, as well as your rationale for selection.

10. Describe your evaluation metrics: Assume you’ve implemented your plan by actually making the social media posts and selectively engaging your partners in further spreading the message. Based on the module content, or other social media evidence- or trade-based resources, describe how you will measure your outcome for reach and engagement.

References:

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