Select a social media campaign that has gone viral
What is expected in your analysis
• Explain why you chose this campaign
• How and why did the campaign go viral?
• Who are the key players that initiated the campaign, and what was their interest in doing it? What historical circumstances triggered the
campaign? (track the source of the campaign)
• Who was the intended audience?
• In your estimation, what were the weaknesses and strengths of the campaign? What was the effect of the campaign and how long did it last?
GUIDELINES FOR THE TEXT
• 8-10 double spaced pages of text
• Up to 10 pages of illustrations/ screen shots, analytics (in addition to the text)
• 12-point font, 1 inch margins
• APA style bibliography
• Include at least 5 academic sources (they can e from class readings)
• Include analytics charts or graphs, screen shots or images of campaign
• source your analytics, screen shots, or images
* Pay attention to logos, images, catch phrases; coordination across different platforms (i.e. Facebook, Instagram, Twitter, YouTube). Here are
few examples of campaigns that have gone viral:
Sample Topics (but not limited to these):
Je suis Charlie (https://twitter.com/hashtag/jesuischarlie?lang=en)
Bring Back our Girls (http://bringbackourgirls.us/)
Bring back our Boys (https://www.facebook.com/BringBackOurBoysNow)
Kony 2012 (http://invisiblechildren.com/kony-2012/)
Ice Bucket Challenge (http://bit.ly/1sMoXhQ)
Hands Up (http://usat.ly/1wbrBwG)
Not in My Name (http://bit.ly/1ocFKL7)
Muslim Apologies (http://huff.to/1sXqYsR)
2009 Green Movement of Iran: http://mashable.com/2009/06/21/iran-election-timeline/
State Department, Think Again Turn Away https://twitter.com/ThinkAgain_DOS
Ebola songs: http://www.npr.org/2014/10/12/355427316/liberian-singers-use-the-power-of-
music-to-raise-ebola-awareness
Ebola Free Gambia: http://allafrica.com/stories/201409031512.html
ACADAMIC SOURCES
Cooper, Belle Beth (2013) 10 Surprising Social Media Statistics That Will Make You Rethink Your Social Strategy. In FastCompany
http://www.fastcompany.com/3021749/work-smart/10-surprising-social-media-statistics-that-will-make-you-rethink-your-social-stra
1. Hampton, Keith, et al. “Social Media and the Spiral of Silence.” Pew Research: Internet Project. Posted: 26 Aug. 2014.
http://www.pewinternet.org/2014/08/26/social-media-and-the-spiral-of-silence/http://www.pewinternet.org/2014/08/26/social-media-and-the-spiral-
of-silence/
2. Social Media Marketing in Education (2011). By the Education Division of the Software & Information Industry
Association (SIIA), edWeb.net, and MCH Strategic Data.
3. Zara, Christopher. “Is Twitter Making Us Meaner? Uncivil Discourse in the Age of Social Media. “ International Business Times. Posted; 01
Dec. 2012. http://www.ibtimes.com/twitter-making-us-meaner-uncivil-discourse-age-social-media-909856
1. Watch the documentary Generation Like, Frontline February 18, 2014
http://www.pbs.org/wgbh/pages/frontline/generation-like/
3. In preparation for the group project, read the background articles on Democracy Dialogue (links provided below) and go through the website
Democracy Dialogue
4. Review theinfographic. Wexler, Evan, Illustrations by Cecily Taylor (Feb. 18, 2014) What are teens doing online?Frontline
http://www.pbs.org/wgbh/pages/frontline/media/generation-like/what-are-teens-doing-online/
3. Rosenberg, Tina (February 16, 2011) Revolution U: What Egyptians learned from the students who overthrew Milosovich. In Foreign Policy.
http://www.foreignpolicy.com/articles/2011/02/16/revolution_u
Herrera, Linda (2014) Revolution in the age of Social Media. The Egyptian popular insurrection and the internet. New York and London: Verso
Press. http://www.versobooks.com/books/1651-revolution-in-the-age-of-social-media
Bamford, James (August 15, 2014) They know much more than you think. The New York Review of
Books.http://www.nybooks.com/articles/archives/2013/aug/15/nsa-they-know-much-more-you-think/
How Young is Too Young for a Digital Presence? In New York Times
Hess, Amanda (2014) Why Women Aren’t Welcome on the Internet
Schrager, Leah – The Female Painter
Waver, May – CyberTwee Manifesto
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