INTRODUCTION TO SOCIAL MEDIA STRATEGY

Introduction to Social Media Strategy provides members with the opportunity to showcase their skills in developing a marketing strategy using one social media platform. This competitive event consists of a presentation component.

Event Overview

Division: High School (9th or 10th grade only)
Event Type: Team of 1, 2 or 3 members
Event Category: Presentation
Event Elements: Presentation with a Topic
Presentation Time: 3-minute set-up, 7-minute presentation time, 3-minute question & answer time
NACE Connections: Career & Self-Development, Communication, Critical Thinking, Leadership, Professionalism, Teamwork, Technology

Equipment Provided by Competitors: Technology and presentation items for preliminary and final round presentation

Equipment Provided by FBLA: Internet access and table for preliminary round presentation; Internet access, table, power, projector & screen for preliminary and final round presentations

2023-2024 Topic

Your marketing firm has been asked to present a social media strategy for the online summer fundraising event for your state FBLA chapter. This event is used to secure new donors and increase existing donor support. You are being asked to present your social media strategy to the state FBLA Board of Directors at their annual meeting.

Address the following in your social media strategy, focusing on ONE social media platform:

·         A schedule of social media posts
·         An example of a social media post
·         A plan to develop awareness of the fundraising event and organization.

Do not create live accounts.

District

Check with your District leadership for District-specific competition information.

State

Eligibility

·         FBLA membership dues are paid by 11:59 pm Eastern Time on December 1 of the current school year.
·         Members may compete in an event at the State Leadership Conference (SLC) more than once if they have not previously placed in the top ten of that event at the National Leadership Conference (NLC). If a member places in the top ten of an event at NLC, they are no longer eligible to compete in that event.
·         Members must be registered for the SLC and pay the national conference registration fee in order to participate in competitive events.
·         Members must stay in an official FBLA hotel in order to compete.
·         Each district may be represented by participant(s) based on the Florida FBLA scaled quota system found on the Florida FBLA website.
·         Each member can only compete in one individual/team event and one chapter event (American Enterprise Project, Community Service Project, Local Chapter Annual Business Report, Partnership with Business Project).
·         Each competitor must compete in all parts of an event for award eligibility.
·         Only competitors are allowed to plan, research, prepare, and set up their presentations.
·         Each competitor must compete in all parts of an event for award eligibility.
·         All members of a team must consist of individuals from the same chapter.
·         If competitors are late for a presentation time, they may be disqualified or placed later in the schedule. The decision is solely up to the judges.
·         Participants must adhere to the Florida FBLA dress code established by the Florida Board of Directors or they will not be permitted to participate in the competitive event.

Recognition

· The number of competitors will determine the number of winners. The maximum number of winners for each competitive event is 5.

Event Administration

· This event has two parts: preliminary presentation and final presentation

· Preliminary Presentation Information

o   Equipment Set-up Time: 3 minutes
o   Presentation Time: 7 minutes (one-minute warning)
o   Question & Answer Time: 3 minutes
o   Internet Access: Provided (Internet access may not be Wi-Fi, so competitors should plan appropriately when selecting devices on which to present. Please note that internet reliability at any conference venue cannot be guaranteed. Always have a backup plan in case internet connections go down.)
o   The presentation is judged at the SLC. Preliminary presentations may be open to conference attendees.
o   Competitors/teams are randomly assigned to sections.
o   Competitors can present with and bring any of the following technology into the presentation as long as it fits on the small table in front of the judges’ table or is held by the competitors:

§ Laptop
§ Tablet
§ Mobile phone
§ External monitor that is approximately the size of a laptop monitor

o   The following will be provided for the preliminary round: screen, power, table, and projector. Competitors using laptops or other devices that do not have an HDMI port will need to provide their own adapters. It is up to final-round competitors to determine if they wish to use the technology provided.
o   Visual aids and samples related to the project may be used during the presentation; however, no items may be left with the judges or audience.
o   When the equipment set-up time has elapsed, the timer will automatically start the presentation time.
o   If performing as a team, all team members are expected to actively participate in the presentation.
o   No animals (except authorized service animals) will be allowed for use in any competitive event.
o   Presentation should cover the following aspects:

§ Develop a marketing strategy, utilizing social media, to effectively address an opportunity and a strategic approach to a target audience.
§ Demonstrate knowledge of social media marketing beyond community management, including but not limited to developing unique content, effectively utilizing existing content, optimizing content for search, and distributing content on one platform within a limited budget.
§ Describe any applicable insight/research methodology as to why you have chosen the one specific platform, messaging, content, engagement, and outreach strategies.
§ Overall campaign – images, videos, copywriting, graphic design (if applicable) – is creative and appealing.
§ Planned metrics to measure the campaign.
§ Final product indicates a clear thought process, a well-formulated campaign, and execution of a firm idea.
§ Effectively communicate required information and drive the campaign toward a clear call-to-action.
§ Facts and data must be cited and secured from quality sources.

· Final Presentation Information

o   Equipment Set-up Time: 3 minutes
o   Presentation Time: 7 minutes (one-minute warning)
o   Question & Answer Time: 3 minutes

o   Internet Access: Provided (Internet access may not be Wi-Fi, so competitors should plan appropriately when selecting devices on which to present. Please note that internet reliability at any conference venue cannot be guaranteed. Always have a backup plan in case internet connections go down.)
o   An equal number of competitors/teams from each section in the preliminary round will advance to the final round.
o   Final presentations may be open to conference attendees, space permitting. Finalists may not view other competitors’ presentation in their event.
o   Competitors can present with and bring any of the following technology into the presentation as long as it fits on the small table in front of the judges’ table or is held by the competitors:

§ Laptop
§ Tablet
§ Mobile phone
§ External monitor that is approximately the size of a laptop monitor

o   The following will be provided for the final round: screen, power, table, and projector. Competitors using laptops or other devices that do not have an HDMI port will need to provide their own adapters. It is up to final-round competitors to determine if they wish to use the technology provided.
o   Visual aids and samples related to the project may be used during the presentation; however, no items may be left with the judges or audience.
o   When the equipment set-up time has elapsed, the timer will automatically start the presentation time.
o   If performing as a team, all team members are expected to actively participate in the presentation.
o   No animals (except authorized service animals) will be allowed for use in any competitive event.
o   Presentation should cover the following aspects:

Scoring

·         The preliminary presentation score will determine the finalists.
·         The final presentation score will determine the winners.
·         Judges must break ties. All judges’ decisions are final.

Americans with Disabilities Act (ADA)

· FBLA meets the criteria specified in the Americans with Disabilities Act for all competitors with accommodations submitted through the conference registration system by the registration deadline.

Recording of Presentations

· No unauthorized audio or video recording devices will be allowed in any competitive event.
· Competitors in the events should be aware FBLA reserves the right to record any presentation for use in study or training materials.

Penalty Points

· Competitors may be disqualified if they violate the Competitive Event Guidelines or the Honor Code.

National

Be sure to see the National guidelines at https://www.fbla.org/divisions/fbla/fbla-competitive-events/