GROUP PROJECT RUBRIC & INSTRUCTIONS:
Written Report and Powerpoint Presentation of the Group Project is due on BlackBoard on or
before November 22, 2021 before 10:50AM, regardless of when your group will present.
The group project is about the power of Social Media in marketing and in business.
Each group will choose a public figure and analyze the use of his/her social media to support his/her
brand. No two groups can choose the same public figure.
Each group will analyze a public figure assigned by the instructor. Your instructor must approve any
public figure change. Double check with your instructor, before starting the group project.
Your group project will have two big components, a PowerPoint (or Prezi) presentation (maximum 5
slides) and a written essay (minimum 10 pages or 3,000 words.)
The PowerPoint/Prezi presentation value is 30% of the project grade and must use the best
techniques of a fine presentation. Post it in Blackboard in the corresponding tab, separate from the
written report before November 22, 2021 at 10:50 AM regardless of when your group will present.
Each group will have between 15 to 20 minutes to do the presentation, and all group members
should be able to present and answer any questions from the audience and the instructor.
The Written Report part of the project value is 70% and must have a minimum of 10 pages or 3,000
words covering your analysis of the celebrity, numerical comparisons and statistics of other similar
COMPETITIVE celebrities.
Consider that the most important part of the report is managing the statistics from the social
media sites and not “gossiping” stories about your celebrity. You are not writing an
Entertainment Weekly article. You are researching and publishing a Buyer Behavior assignment, as
such you should use metrics similar to:
10 Metrics to Track for Social Media Success by Aaron Agius, November 8, 2016
#1: Track Follower Growth
#2: Identify Optimal Times for Engagement
#3: Track Likes and Reactions for Your Posts
#4: Monitor Mentions
#5: Delve Into Audience Demographics
#6: Determine Reach
#7: Review Replies and Comments for Your Posts
#8: Find Out What Content Is Being Shared
#9: Track Referral Traffic from Social Media
#10: Examine Click Rates
Also, consider reading and checking ALL material posted in the respective Content Folder in
your Blackboard for this course.
In summary, consider the following in your group project:
1. Confirm your public figure as soon as possible with your instructor.
2. Analyze your public figure’s use (and those within his/her control) of your celebrity social
media efforts to support his/her brand. What have he/she done over the last three years (if the
figure has been in the public eye that long) with social media?
3. Analyze and compare the use of social media by other celebrities (outside of your public
figure’s control) similar to your public figure competition. What is the positive or negative impact for
your public figure? What type of social media have others used over the last four years in regard to
your public figure?
4. Utilize financial and statistical measurements from other courses, i.e. SWOT analysis, ROI,
ROC, etc.
6. Quantify the effectiveness of the use of social media in steps 2 & 3 as much as possible.
7. Was there a jump in sales of ‘X’ dollars or a percentage increase/decrease in fans/dollars after
using a social media campaign; was there a loss/win of a fan base? Present all statistics possible
from the use of the most important social media sites. As a minimum you have to show statistics and
analytics from Google, YouTube, Facebook, Twitter, and Instagram. Any others, such as Snapchat,
LinkedIn, Pinterest will add extra points to your grade. Search the web for statistical data. That will
be very important to get a very good grade.
9. Post your 10 pages written report, including images if necessary in BlackBoard before the
specified due date. Properly cite all sources or references in your group’s report and PowerPoints.
10. Post your Presentation in Blackboard in the respective folder AND bring a backup of your
presentation in a flash disk or better yet, send it to the instructor via email. You never know when the
Internet will be down. Your team have to present on the day and time set up for you regardless of the
Internet situation in the classroom.
11. ALL students MUST attend ALL presentations of ALL other groups, you lose points if
you don’t. No excuses!
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