Social Media Articulating Core Value Proposition In Messaging Paper


Using what you’ve learned this week on social media and articulate core value proposition in your messaging, develop the following for your client: at least ONE key message, at least THREE related proof points, and at least TWO sound bites, that clearly explain its value proposition. All contents are included in the lecture. Please follow the templates to write the answer.

My Client: United Way ( . Please review its social media (Twitter, Facebook and Instagram)

Template 1: Naval Surface Warfare Center Dahlgren Division

Core value proposition: We are the Naval Surface Warfare Center Dahlgren Division, and we protect our nation by improving our warfare systems capability in order to defeat our adversaries through researching, developing, and proving future technologies.

Key message: Dahlgren is at the forefront of future warfare technology and system integration.

Proof points:

(1)Dahlgren employee Clay Doxey was recently awarded the Delores M. Etter Top Scientists and Engineers award, which is awarded by Assistant Secretary of the Navy for Research, Development, and Acquisition. This reinforces the high quality of people and work done at Dahlgren – exemplary across the entire Navy enterprise.……

(2)Dahlgren-developed fiber optic test and repair program increases fleet self-sufficiency. Ships at sea are able to repair fiber optic damage instead of relying on outside contractors to do the job thanks to Dahlgren’s training programs on both U.S. coasts.…

(3)Newly christened cyber warfare engineering lab provides a one-of-a-kind cybersecurity capability across the department of defense.…

Sound bites:

(1)Dahlgren Division: 103 years of tomorrow’s technology

(2)Think it. Make it. Prove it.

Template 2:

Key Message

-MetroFlex Gyms are designed to motivate and provide all the essential tools needed for any man or woman to wanting to live a happier and healthier life. Located throughout the United State, MetroFlex is the training ground of more than 100 champion bodybuilders, powerlifets, and martial artists but what sets us apart is our hardcore no bullshit training facilities.

Proof Points

-Ronnie Coleman 8x Mr. Olympia winner and Branch Warren 2X Arnold Classic winner used MetroFlex in their preparation for all of their Mr. Olympia and Arnold Classic bodybuilding competition.

-Based on Facebook Recommendation & Reviews, MetroFlex has 4.7 stars out of 5 and 4.8 out of 5 on Google reviews.

-Kalan Scallan said “Definitely one of my favorite gyms to workout, atmosphere makes me want to hit it harder, the equipment is harcore and definitely a place for the like-minded”. (Google Reviews, 2020).

Sound Bites

-MetroFlex is real and raw, far from a corporate gym.

-Harcore and bullshit free training facilities.

MetroFlex Value Proposition– We are a hardcore training facility helping men and woman of all ages interested in living a happier and healthier life by providing dietary advice and personal training in a bullshit free environment.

Explanation & Answer length: 250 words

week 4 Overview • Articulating Your Core Value Proposition in Your Messaging • This week, you will learn to: • Identify an organization’s key audiences • Develop key messages, proof points, and sound bites targeted to these audience • Clearly map key messages back to the organization’s core value proposition 2 Audiences vs. stakeholders • Audiences: recipients of messages • Passive or active • Stakeholders: have a stake/interest in the organization • Smart messaging will convert audiences from passive, to active, and then to stakeholders Parts of this lecture are adapted from “Adapted from The Social PR Virtuoso® Master Course ©” by Shonali Burke 3 Articulating your core value proposition: step 1.1 1. 2. 3. 4. Who are you? What do you do? For whom? How? 4 Articulating your core value proposition: step 1.2 5 Articulating your core value proposition: step 2: Why should anyone care? 6 Who are you talking to? 7 Proof points are data points that support, or illustrate, your key messages • • • • • • • Primary research Secondary research Statistics, including on the industry Unique methodology Proven results Personal stories Testimonials 8 Don’t forget the sound bites: Word of mouth success because they stick in people’s minds: • “I served with Jack Kennedy.

I knew Jack Kennedy. Jack Kennedy was a friend of mine. Senator, you are no Jack Kennedy.” • “Houston, we have a problem.” • “If the glove doesn’t fit, you must acquit.” 9 Nine sound bite techniques: 1. Analogy 2. Pop culture reference 3. Rhetorical question 4. Contrast 5. Alliteration 6. The unexpected 7. Absolutes 8. Cliches 9. Humor or wit 10 Key messages, sound bites and tag lines • Key messages will be longer than sound bites and address your value proposition more directly. • Key messages may include a call-to-action, which your sound bites won’t necessarily do. • Great sound bites are often used as taglines, but great taglines aren’t necessarily great sound bites. 11 Measuring the effectiveness of your messaging • • • • • Who do you need to reach? What do they need to know? Why? How did it reach them? Did it work? What changed? IT WILL ALWAYS COME BACK TO WHY. 12

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