August Project Samples-- Evaluation

COMM386 Week 9 Sample 1

Guidelines for Handling Social Media Conflict

When dealing with Twitter conflict, there are three routes that can be taken: responding respectfully,
ignoring trolls, and blocking them.

Responding:
Sometimes the criticism that businesses receive on social media is warranted or at the least
understandable. In those situations, it is best to respond to any criticism with concrete solutions.
Address legitimate grievances by letting followers know that they are heard, and that the group is
working hard to find a solution or has already found one. Ask for contact information to de-escalate the
situation and take it off of Twitter.

Ignoring:
For mid-tier Twitter trolls, ignoring is the best solution. If the account is attacked by a group of Twitter
trolls who are not interested in discussion and civility but rather are there with the explicit intent of
creating negative content directed at you, it is best to just not respond.

Blocking:
Use the block button as a last resort. If the online troll is clearly just being difficult, harassing the twitter
account and attempting to disrupt business—block them. If the user is threatening physical harm or
engaging in targeted harassment, they can also be reported to Twitter and have their account
suspended or deleted.

Best practices

1. Address legitimate grievances

2. Ignore trolls
3. Do not engage in corporate trolling
4. Use blocking as a last resort
5. Don’t be an easy target—be aware of current events, and don’t post negative content.
Case Study: JP Morgan Q&A
https://dealbook.nytimes.com/2013/11/13/after-twitter-fail-jpmorgan-calls-off-q-and-a/?_r=1

JP Morgan engaged in a Twitter Q&A session featuring vice chairman James B. Lee Jr. Their goal was to
engage with Twitter followers while humanizing the investment banking giant. The specific Q&A was
meant to focus on students to provide them with career advice. However, Twitter users focused more
on their $920 million trading loss that was featured heavily during that news cycle. The hashtag #AskJPM
was flooded with critical questions about the company such as:

“Did you always want to be part of a vast, corrupt criminal enterprise or did you "break bad"?”

“Did you have a specific number of people’s lives you needed to ruin before you considered
your business model a success?”

“What section of the poor & disenfranchised have you yet to exploit for profit, & how are you
working to address that?”

“Why aren’t you in jail for sending a literal ton of gold bullion to Iran in violation of sanctions?”

“When Jamie Dimon eats babies are they served rare? I understand anything above medium-
rare is considered gauche.”

The company spokesperson put out a statement acknowledging their shortsighted Twitter chat saying,
“#BadIdea! Back to the drawing board.”

This is an example of a corporate account making themselves an easy target, ignoring critiques that
weren’t constructive for the Twitter talk, and then acknowledging their mistake in a statement.

COMM386 Week 9 Sample 2

American Institute of Physics Marketing and Communication

7 July 2018

1:30 p.m.

Meeting to appraise Michael’s Twitter account, analyzing analytics, and forming a list of suggestions for
Michael’s Twitter in the future.

I. Current state
a. The account is on track to achieve its goal of 250 Twitter followers within the first
month.
b. @BlackPhysicists is an account owned by Lawrence Norris, disgruntled former Managing
Director of NSBP.
i. NSBP was in talks to become a member society, but the plan fell through.
ii. The account has negative attitudes toward AIP and frequently engages with AIP
programs on Twitter.
iii. We advise Michael to engage generically by showcasing AIP’s diversity
initiatives.
 1. If Lawrence would engage Michael with a specific accusation about AIP,
it would be best for Michael to take control of the conversation, keep
things positive, and direct him to our current efforts.
2. "I don't know what happened before, and I'm sorry that you had a bad
experience with AIP. As the CEO of AIP, promoting diversity in STEM is
important to me, and this is how AIP is working on it:
https://www.aip.org/diversity-initiatives
iv. Arlene has more information on the @BlackPhysicists account.
II. Suggestions
a. Increase overall engagement with other Twitter users
b. Tweet to member societies
c. Pay attention to what’s trending on Twitter and inserting @Michael_AIP in trending
conversations.
i. Schedule participation in specific chats around physical sciences
ii. Entering conversations with hashtags such as: #Sciengage #Scicomm #STEMJobs
d. Put together action steps for potential Twitter conflicts.
e. Engage the larger social group at AIP. Try to get users to plan more across Slack (or
other channels, if need be).
III. Questions for Michael
a. Should we use the Twitter account to promote specific member society meetings and
events?
b. Should the Twitter banner be changed seasonally? What are some potential banner
images that could highlight AIP and its programs?
IV. Next steps
a. Get Michael verified on Twitter.

COMM386 Week 10 Sample 1

Measuring Twitter Success Through Metrics

Twitter generates massive amounts of data with every character, hashtag and mention that is put out.
This data should be measured to determine whether the Twitter is achieving organizational goals.
Different goals call for different metrics and measures of social media success.

Average Tweet Performance

Evaluating average engagement rate, shares and retweet numbers allows organizations to notice when
tweets fluctuate from that norm. Knowing the baseline helps data interpreters understand what makes
tweets with higher engagement rates different from the average tweets. If a tweet does badly, it’s
easier to isolate the reason why.

Audience Type
Metrics allow users to determine who is viewing their tweets and what their demographics are. It gives
insights such as to the gender, location, and interests of Twitter followers.
Engagement Rate
Engagement rates are typically seen as the most important social media metric to track because it’s
about action. It tells you whether people are interested in your content, and if your content is engaging
enough to spur your audience to interact with it. Engagements is a blanket term which refers to:

 Uses your branded hashtag

 Clicks on a link
 Favorites your page
 Follows you
 Links back to you
 Replies to your post
 Retweets

Engagement Type
Knowing the specific types of engagements that your content is gaining allows users to determine the
level of commitment of their followers. It tells you if your content is worth a link, a retweet, or a quote
tweet.

Impressions
Impressions demonstrate how many people see an organization’s account each day. This is a
complicated metric to make the most of for several reasons.

Although a high number of impressions and a low number of engagements could indicate that you’re
not producing the right content, it could also simply mean that you’re appealing to a very niche
audience. Additionally, Twitter counts an impression anytime someone has your Tweet delivered to
their stream. However, just because your tweet appears on someone’s timeline, doesn’t mean they’ve
read it.

Return on Investment
This tool only applies to accounts that are utilizing paid content on Twitter in the form of advertisements
or promoted tweets. It determines how many of your impressions are based on paid opportunities and
organic opportunities.

COMM386 Week 10 Sample 2

September Tweets
Sept. 3: You don't want to miss AIP's upcoming Trimble Lecture, "Shifting Problems in Modern Physics
and in the Histories that We Write," presented by Professor Mary Jo Nye, September 12 at the American
Institute of Physics in College Park, MD.
Sept 4: AIP's Career Resources is committed to supporting the physical science community at every
degree and career level. Find your next opportunity in the physical sciences here:
https://www.aip.org/career-resources #STEMJobs
Sept. 5: The latest @PhysicsToday is out! Interesting ideas about XYZ.
Sept. 6: T-minus 1 month until the midterm elections and FYI offers several tools for evaluating federal
science policies. Find out more about our budget tracker, bill tracker, and leadership tracker here:
https://www.aip.org/fyi
Sept. 7: .@AIPHistory’s photos of the month for July covers X, take a look: [link]
Sept. 8 – How are you celebrating #InternationalLiteracyDay? AIP promotes awareness of important
scientific research and works to foster a scientifically literate public. https://www.aip.org/science-news
Sept 10: .@OpticalSociety's 102nd annual meeting will be held in Washington, DC Sept. 16-26! Observe
cutting edge developments in optical science and engineering, joined by the Division of Laser Science of
@APSphysics.
Sept. 11: Young physicists can access all of the resources they need with AIP's student programs,
@SPSNational, Sigma Pi Sigma, the Nucleus, & @GradShopper.
Sept. 12: Today AIP is hosting a #TrimbleLecture featuring Professor Mary Jo Nye discussing "Shifting
Problems in Modern Physics and in the Histories that We Write."
Sept. 13: Advance your #SciPol objectives in the nation's capital by getting engaged with AIP's advocacy
services: https://www.aip.org/policy/advocacy #SciEngage
Sept. 15 – Today marks the beginning of #HispanicHeritageMonth. Join AIP in recognizing the
generations of Hispanic Americans who have positively influenced and enriched the physical sciences.
[link]
Sept. 17: Find out what @AIP_TEAMUP is doing within the African American physics community and
participate in their #TEAMUPTalks every Thursday. #Diversity
Sept. 18: Our @AIPHistory Niels Bohr Library is in the final stages of acquiring a new collection of rare
#books. Find out how you can get involved and #KeepPhysicsHistoryPresent:
https://www.aip.org/physics-heritage-and-promise
Sept. 19: Do you know a non-US citizen who displays exceptional service to the profession of physics?
Nominate them for the Tate Medal for International Leadership. The deadline for the nomination period
is Oct. 1. For more info: https://www.aip.org/aip/awards/tate-medal
Sept. 20: As we highlight the contributions of Hispanic physicists during #HispanicHeritageMonth, here is
some data compiled by @AIPStatistics measuring the number of Hispanics among Physics & Astronomy
Faculty.
Sept. 21: Going to grad school? AIP's @GradShopper is the only global online graduate program network
exclusively dedicated to the physical sciences. https://www.gradschoolshopper.com/gradschool/
Sept. 22: .@FYISciPolicy promotes science in the public realm by advocating science policy to Congress,
and through outreach to the public.
Sept. 24: AIP honors outstanding achievements in excellence in physics and raises public awareness of
the contributions that physicists make to society. See what awards and prizes we offer here:
https://www.aip.org/aip/awards
Sept. 25: @AIPHistory's Emilio Segre Visual Archives has some "mystery photos" of people in the hopes
of identifying some of the people, places or equipment. Take a look: https://www.aip.org/history-
programs/news/mystery-photos
Sept. 26: @PhysicsToday Online article
Sept. 27: One of our core activities at AIP is tracking employment and education trends through
statistical reports.@AIPStatistics offers comprehensive data on #physics and #astronomy employment
and #data for academics at https://buff.ly/2Mt0dIM #STEMJobs
COMM386 Week 11 Sample 1

Back Scatter
Want to be featured in Physics Today’s Back Scatter? Submit your photo to
https://physicstoday.scitation.org/pto/info/about/contact. Photos should have a portrait orientation
and be at least 1500 pixels across. Images can be .jpg, .tiff, .gif, .bmp, .pdf. Please include a title for your
image, a description, a subject area, whether the picture is in the public domain, and photo credit if
known.

Think you could do better with the Physics Today Back Scatter? Submit your photo to
https://physicstoday.scitation.org/pto/info/about/contact. Photos should have a portrait orientation
and be at least 1500 pixels across. Images can be .jpg, .tiff, .gif, .bmp, .pdf. Please include a title for your
image, a description, a subject area, whether the picture is in the public domain, and photo credit if
known.

Leave your mark on Physics Today’s Back Scatter by submitting a photo to

https://physicstoday.scitation.org/pto/info/about/contact. Photos should have a portrait orientation
and be at least 1500 pixels across. Images can be .jpg, .tiff, .gif, .bmp, .pdf. Please include a title for your
image, a description, a subject area, whether the picture is in the public domain, and photo credit if
known.

Books

Where did the “New Books” go? Physics Today Online now features an online catalog listing newly
published books in the physical sciences. Available at:
https://physicstoday.scitation.org/department/commentary-and-reviews

Find newly published books spanning several genres of the physical sciences at
https://physicstoday.scitation.org/department/commentary-and-reviews.

Keep your finger on the pulse of the physical sciences by visiting Physics Today Online’s New Books, a
monthly listing of newly published books spanning several genres of the physical sciences. Visit:
https://physicstoday.scitation.org/department/commentary-and-reviews

The “New Books” list has a new home at Physics Today Online. Find new books in the physical sciences
at: https://physicstoday.scitation.org/department/commentary-and-reviews
COMM386 Week 11 Sample 2

Possible Testimonial Quotes

If you are in active research, tell us how you use or rely on Physics Today to do your job.

I get inspiration from Physics Today. I read ads of equipment, thus I rethink some possibilities of
measurement based on ads. I particularly like articles not from my field like about acoustics,
clouds, storms, aviation, sailing etc. This gives me some topic that I can talk about during
conferences with people not form my field. This usually results in good networking. Sometimes
they ask from what source I know such interesting things.

I use it to keep informed about new discoveries, results and historical background. It is
extremely useful for teaching my physics classes.

I appreciate that Physics Today is written at a higher technical level than other science news
sources. If I read about a technique used by other scientists I was unaware of that might be
useful to my research, I will search more online to understand it.

Physics Today is vital for me to get the breadth in Physics that it's difficult to maintain while
doing active research. The long form articles on breakthroughs and background in other fields
are essential, and those that are more closely related to mine are great reading to help younger
students become familiar with the field. I also utilize the job-related parts of the website to keep
a good feel for the opportunities within the industry.

I use Physics Today to get a general overview of the current research in different branches of
physics and to look for position announcements at research facilities that advertise in the
magazine.

I generally use Physics Today to get updates about the recent trends and research breakthrough,
which sometimes helps in teaching Master students and also in my own research activities.

It informs me about current developments, as well as shining light to historical developments. It

describes all of these in a solid scientific way and language, but greatly simplified as well.

Physics Today is a useful, centralized place to find information about developments that may
relate to fields I work with.

I do lots of work in public relations for the Michigan Physics department, both in publicizing
current work and in generating awareness of our history. Physics Today is an essential resource.

Reading through others work can inspire new directions in my own work, even if the reading is
relatively unrelated to my research.

I read Physics Today to keep abreast of the latest developments in physics research, policy, and
education and to remain aware of the newest books for experts and nonexperts and to
familiarize myself with the usual vendors and products available.
I can find articles or short news articles about novel achievements, new ideas and concepts.
Sometimes, I can make parallel with my own research, generating new ideas for novel concepts
or new applications.

It helps me keep my thumb on the pulse of what's going on generally within the broader
condensed matter community in an efficient and effective manner.

Physics Today keeps me informed of political developments in federally funded research, and of
new directions and breakthroughs in other fields of physics and engineering research.

I use it to keep up to date on a broad range on research topics outside of my area of expertise.
This inspires new ideas and different perspectives that is essential to progressing within my own
field.

Reading it keeps me in touch with new developments in a broader array of physics, and reminds
me of historical occurrences. It also brings me from my graduate education and current
engagement in atmospheric and oceanic sciences to my undergraduate training in general
physics.

Astronomy is intrinsically interdisciplinary, and my work on supermassive black holes interacts

with several branches of physics. It is therefore important that I keep abreast of the latest
developments at a level that is substantially more sophisticated and detailed than press
releases. Physics Today is one my primary sources of this kind of information. When I still
taught actively, the articles on the history of our sciences also directly impacted my lectures.
This is still true to a smaller extent, but the impact is much reduced now that I only do research.

I rely on Physics Today to gauge the status of research in the discipline as a whole, to gain
insights regarding research challenges relevant to me and to obtain background information in
the field to aid in communication and networking with peers.

In each edition of Physics today, I search the content related to my research. I also look for
research and teaching positions in foreign universities based on my research expertise and
qualifications.

Physics Today brings me the latest and most important breakthroughs in different branches of
physics, not just my personal area of interest.

Physics Today exposes me to ideas outside of my specialty. It has lead to some interesting
applications of ideas that have resulted in new research.

I use Physics Today to broaden my knowledge of fields sometimes very different from my own.

I look out for research being done that is similar to mine so that I can learn more about what
other people are doing and then apply it to my research if it seems interesting or helpful.

I like to keep up with the Physics News, the federal budget process, and public policy issues
relevant to science and science funding that are well covered in Physics Today.

I use Physics Today to catch up on other fields of research, and also inform myself on potential
developments in my own field, get ideas, and scope the competition.
I like to know about what's happening in different fields of science, especially in applied physics.

I use Physics Today to expose myself to different fields of research of which I may be interested.

I read Physics Today's articles on subjects that I don't know much about, as a way of increasing
my culture in other fields of research.

I look to Physics Today to ensure that I receive a wide range of information of sufficient
technical depth to evaluate how advances may impact my work.

I use Physics Today to keep up with developments in the broader field of physics and learn
about interesting topics. Only occasionally does it directly bear on my research, and usually in
these cases it serves mostly to see what the salient points of the subject in question are for the
particular author of the article.

I am reading the new research topics and book reviews to update my perception of the state of
the art in the fields of interest relative to my research projects, but also to other areas in
physics.

Summarized Data:

91 percent of Physics Today readers find the magazine’s interdisciplinary content helpful to their
work/research.

70 percent of Physics Today readers find Physics Today magazine effective in helping them learn
about technologies and vendors for physical science research.

80 percent of readers find Physics Today magazine useful to their work.

80 percent of readers can’t find the information in a Physics Today magazine easily elsewhere.

90 percent of PhysicsToday.org readers find the website useful to their work.