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NTR 330 Lecture 4: Advocacy Assignment 4 InstructionsExam

Course Code
NTR 330
April Fogleman
Study Guide

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Social Media Portfolio
Social media is an important part of advocacy. A recent study revealed that 55% of “digitally
active, cause-savvy American adults” were likely to contribute to a cause by either donating
money, donating other goods, going to an event, or volunteering their time. These individuals
were compelled to do more than just “like” a cause on Facebook. This is important for social
cause organizations to understand because these individuals also want to be knowledgeable
about causes, with social media being their major source of information about the cause, and
they want their friends to know which causes they support. 1
This final assignment will allow you to combine your creativity and skills in advocacy/persuasion
to create social media artifacts (e.g. Facebook posts, YouTube videos, tweets) that could be
used to educate such individuals and to encourage them to take action to support your cause.
Please select ONE of the following combinations of artifacts:
1 YouTube video (2-3 minutes long)
5 Facebook posts including pictures and captions
5 Instagram photos with accompanying captions and hashtags
15 tweets (140 characters or less) containing appropriate hashtags and/or photos
2 Infographics with caption included
On the following pages, you will find the examples of these types of social media artifacts. Take
time to browse different causes on social media and see which posts/tweets/pictures get the
most likes and shares, but remember you are CREATING your own artifacts, NOT taking
submitting someone else’s work. (That’s plagiarism).
Be familiar with the rubric BEFORE beginning to collect resources for your assignment.
To help you create your own quality artifacts, review the following resources for tips about: (1)
comparing tactics for different social media platforms, (2) creating compelling stories, and (3)
ensuring that your stories contain all the appropriate "building blocks." Also refer to the
document by Georgetown University’s Center for Social Impact Communication and Ogilvy
Public Relations Worldwide: Using Social Media Platforms to Amplify Public Health Messages:
An Examination of Tenets and Best Practices for Communicating with Key Audiences.
Your assignment should be submitted as ONE PDF, include all four of the project requirements
in one file. Assignments submitted in multiple parts will not be graded. The four parts include:
1. Portfolio of social media artifacts in the appropriate format:
o If you choose to create a YouTube video, you need to provide a URL for the
video. The video must be public so that we can view it without a password. If
the video is not viewable, you will not receive credit for the assignment.
1 Georgetown University’s Center for Social Impact Communication and Waggener Edstrom Worldwide. Digital
Persuasion: How Social Media Motivates Action and Drives Support for Causes; 2013. Online at

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o If you choose Facebook posts, Instagram photos, or tweets, you should include
screen captures of these posts on a real social media account, either on your
personal account or one created for the project.
o If you choose to create an infographic, you should include screen captures of the
infographic on a real social media account or website, either on your personal
account or one created for the project.
2. A justification statement for each social media artifact that answers the following
o What is the goal/objective of the social media artifact?
o Who is the audience for the social media artifact?
o What action do you expect the viewer to take based on you social media artifact?
(If your post/photo description/tweet links to another source, like a website or
journal article, please also include a direct link to that website in your justification
3. A list of references in AMA format. This list should include all information you used to
prepare your social media artifacts. The length of your list will differ based on the nature
of your social media artifacts.
4. Photo release waivers for each person you photographed, videoed, or audio-recorded
for your project. Use the waiver on the following pages. Adults may sign for
themselves, but children must have the waiver signed by a parent or guardian. Children
aged 7 and older must also provide a signed letter of assent. You do not have to take
your own photos; you may use stock photos, but they need to be public domain photos
and sources attributed in your list of references.
Example Social Media Artifacts
YouTube videos:
*Note that these videos are professional quality. The same is expected of your video. NC
State’s Digital Media Lab is an excellent resource for creating a professional video using iMovie.
This video should take significantly longer than your video for Assignment 3.
Facebook/Instagram posts:
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