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Now that you have learned the importance of using digital content to cultivate audiences, you are poised to audit your own audience. Select one personal social network you use frequently: INSTAGRAM. Conduct a SWOT analysis of your personal “brand” on your chosen social network, and consider your audience (Seekers, Amplifiers and Joiners). Write an essay that explains the account, the types of content you typically post to it, and your relationship to your audience, as well as standard metrics—how often do you post? How many engagements do you typically see per post? Then, walk through your SWOT analysis and conclude by identifying the next step(s) you’ll take to capitalize on your Strengths/Opportunities and minimize your Weaknesses/Threats to grow and engage your audience.
You will be graded on the thoroughness of your SWOT, the creativity of your suggestions, and the cohesion of the two.
Your essay must be at least 600 words. Upload your essay directly to this assignment using the red “Submit Assignment” button by 11:59 p.m. Arizona time on the due date indicated; essays sent via email will not be accepted.
Rubric
Extra Credit Essay
Extra Credit Essay
CriteriaRatingsPts
This criterion is linked to a Learning OutcomeWord CountYour essay is at least 600 words.
2 ptsMeets Word Count
0 ptsDoes Not Meet Word Count
2 pts
This criterion is linked to a Learning OutcomePersonal Social NetworkYou selected a personal (not a business/organizational) Facebook, Twitter, Instagram, YouTube, LinkedIn, TikTok or Snapchat account.
2 ptsSelection Follows Parameters
0 ptsSelection Does Not Follow Parameters
2 pts
This criterion is linked to a Learning OutcomeAccount OverviewYour essay provides a qualitative and quantitative overview of the account, including the types of content you typically post to it and your relationship to your audience, as well as standard metrics–how often do you post? How many engagements do you typically see per post?
5 ptsFull Marks
0 ptsNo Marks
5 pts
This criterion is linked to a Learning OutcomeSWOTYou conducted a thorough SWOT analysis of your personal “brand” on your chosen social network, and considered your audience (Seekers, Amplifiers and Joiners).
8 ptsFull Marks
0 ptsNo Marks
8 pts
This criterion is linked to a Learning OutcomeNext StepsYou identified creative, strategic next step(s) you’ll take to capitalize on your Strengths/Opportunities and minimize your Weaknesses/Threats to grow and engage your audience.
10 ptsFull Marks
0 ptsNo Marks
10 pts
This criterion is linked to a Learning OutcomeWritingWriting is at the graduate level, is well-reasoned, and is free from spelling, grammar and syntax errors.
3 ptsGreat
Writing is thoughtful, clear and error-free.
2 ptsGood
Writing contains one or two errors or lacks some rigor.
1 ptsFair
More than two errors or lacks deep analysis.
0 ptsNo Marks
Several errors and poor writing.
3 pts
Total Points: 30
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