2024-25 Competitive Events Guidelines

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

2024-25 Topic
Develop one social media strategy aimed at increasing donations and support for a local non-
profit organization in your community. Highlight specific projects, success stories, and
behind-the-scenes content to build a connection with the audience.

Do not create live accounts without permission from the non-profit organization.
District/Region/Section
Check with your District/Region/Section leadership for District/Region/Section-specific
competition information.

State
Check with your State Leader for state-specific competition information.

National

Required Competition Items

Items Competitor Must Provide Items FBLA Provides
Preliminary • Technology and presentation • Table
Presentation items • Internet access
• Conference-provided nametag
• Photo identification
• Attire that meets the FBLA Dress
Code
Final • Technology and presentation • Table
Presentation items • Internet access
• Conference-provided nametag • Power
• Photo identification • Projector with HDMI
• Attire that meets the FBLA Dress cord
Code • Projector screen

Introduction to Social Media Strategy - Page 1 of 6 – Updated August 2024

2024-25 Competitive Events Guidelines
Introduction to Social Media Strategy
Important FBLA Documents
• Competitors should be familiar with the Competitive Events Policy & Procedures
Manual, Honor Code, Code of Conduct, and Dress Code.

Eligibility
• FBLA membership dues are paid by 11:59 pm Eastern Time on March 1 of the current
school year.
• Members may compete in an event at NLC more than once if they have not previously
placed in the top ten of that event at 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 NLC and pay the national conference registration
fee to participate in competitive events.
• Members must stay in an official FBLA hotel block to compete.
• Each state may submit four entries.
• Each competitor 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).
• 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.
• Picture identification (physical or digital: driver’s license, passport, state-issued
identification, or school-issued identification) matching the conference nametag is
required when checking in for competitive events.
• If competitors are late for their assigned presentation time, they will be allowed to
compete with a five-point penalty until such time that results are finalized, or the
accommodation would impact the fairness and integrity of the event.
• Some competitive events start in the morning before the Opening Session of NLC. The
schedules for competitive events are displayed in the local time of the NLC location.
Competitive event schedules cannot be changed.

Recognition
• The number of competitors will determine the number of winners. The maximum
number of winners for each competitive event is 10.

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 (Please note that internet reliability at any
conference venue cannot be guaranteed. Always have a backup plan in case
internet connections are lost or are unable to connect to your device.)

Introduction to Social Media Strategy - Page 2 of 6 – Updated August 2024

2024-25 Competitive Events Guidelines
Introduction to Social Media Strategy
o The presentation is judged at the NLC. Preliminary presentations are not open
to conference attendees. The presentation will take place in a large, open area,
with a booth size of approximately 12’ x 12’.
o Competitors/teams are randomly assigned to sections.
o Timing: The presentation time is exclusive to the allotted times. Once the set-
up time has been reached, the presentation time automatically begins. The
presentation time shall not exceed the stated time, meaning that the set-up
and Q&A time cannot be used as presentation time.
o Technology
 Competitors present directly from a device which includes a laptop,
tablet, mobile phone, or external monitor (approximately the size of a
laptop screen). Competitors can present with one or two devices. If
presenting with two devices, one device must face the judges and one
device must face the competitors.
 Projectors and projector screens are not allowed for use, and
competitors are not allowed to bring their own.
 Wireless slide advancers (such as a presentation clicker or mouse) are
allowed.
 External speakers are not allowed. Only device audio can be used.
 Power is not available.
o Non-technology Items: Materials, notecards, 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 Restricted Items: Animals (except authorized service animals), Food (for display
only; may not be consumed by judges during the presentation), Links and QR
codes (for display only; cannot be clicked or scanned by judges before, during,
or after the presentation)
o Teamwork: If performing as a team, all team members are expected to actively
participate in the presentation.
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.

Introduction to Social Media Strategy - Page 3 of 6 – Updated August 2024

2024-25 Competitive Events Guidelines
Introduction to Social Media Strategy
 Research: 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 (Please note that internet reliability at any
conference venue cannot be guaranteed. Always have a backup plan in case
internet connections are lost or are unable to connect to your device.)
o An equal number of top scoring competitors/teams from each section in the
preliminary round will advance to the final round. When there are more than
five sections of preliminary presentations for an event, two competitors/teams
from each section 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 Timing: The presentation time is exclusive to the allotted times. Once the set-
up time has been reached, the presentation time automatically begins. The
presentation time shall not exceed the stated time, meaning that the set-up
and Q&A time cannot be used as presentation time.
o Technology
 Competitors can present with one or two devices which includes a
laptop, tablet, mobile phone, or external monitor (approximately the
size of a laptop screen). If presenting with two devices, one device must
be connected to the projector or facing the judges and one device must
face the competitors.
 The following will be provided for the final round if it occurs in a
conference room: Projector, projector screen, power, and table.
 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.
 Wireless slide advancers (such as a presentation clicker or mouse) are
allowed.
o Non-technology Items: Materials, notecards, 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 Restricted Items: Animals (except authorized service animals), Food (for display
only; may not be consumed by judges during the presentation), Links and QR
codes (for display only; cannot be clicked or scanned by judges before, during,
or after the presentation)
o Teamwork: If performing as a team, all team members are expected to actively
participate in the presentation.
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,

Introduction to Social Media Strategy - Page 4 of 6 – Updated August 2024

2024-25 Competitive Events Guidelines
Introduction to Social Media Strategy
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.
 Research: Facts and data must be cited and secured from quality
sources.

Scoring
• The preliminary presentation score will determine the finalists.
• The final presentation score will determine the winners.
• Judges must break ties.
• The decision of the judges is considered final. All announced results are final upon the
conclusion of the National Leadership Conference.

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 Code of Conduct or the Honor
Code.
• Five points are deducted if competitors do not follow the Dress Code or are late to
their assigned presentation time.

Introduction to Social Media Strategy - Page 5 of 6 – Updated August 2024

2024-25 Competitive Events Guidelines
Introduction to Social Media Strategy
Introduction to Social Media Strategy Presentation Rating Sheet
Below Exceeds Points
Expectation Item Not Demonstrated Meets Expectations
Expectations Expectations Earned
Demonstrates use of
Understanding of
No understanding of Demonstrates the industry terminology
Demonstrates topic inconsistent
event topic OR topic throughout and expertise
understanding of the during the
incorrect topic used presentation throughout
event topic presentation
presentation
0 points 1-6 points 7-8 points 9-10 points
Demonstrates
Unclearly
Demonstrates knowledge of social
Demonstrate knowledge of No knowledge demonstrated
knowledge of social media strategies and
a social media strategy and demonstrated knowledge of social
media and metrics metrics with supporting
metrics throughout media or metrics
evidence
0 points 1-6 points 7-8 points 9-10 points
No explanation or Expert industry
Explains the design Explains both the
description of the explanation of both
Explains the design and OR development design and the
design and design and development
development process process development process
development process process
0 points 1-9 points 10-16 points 17-20 points
Campaign is
presented but
Campaign is presented Campaign is presented
contains less than 3
Does not present with 3 models of social with 3 models of social
Incorporates campaign models of social
campaign media and is media and is fully
into presentation media OR contains 3
developed developed
models that are not
well developed
0 points 1-9 points 10-16 points 17-20 points
Professionally Compelling evidence
Sources/References legitimate sources & from professionally
Substantiates and cites
Sources are not cited are seldom cited to resources that support legitimate sources &
sources used while
support statements statements are resources is given to
conducting research
generally present support statements
0 points 1-6 points 7-8 points 9-10 points
Presentation Delivery
Presentation flowed in a
Competitor(s) were
Statements are well- Competitor(s) did not Presentation flowed in logical sequence;
prepared, but flow
organized and clearly appear prepared logical sequence statements were well
was not logical
stated organized
0 points 1-6 points 7-8 points 9-10 points
Competitor(s)
Competitor(s) Competitor(s)
Demonstrates self- Competitor(s) did not demonstrated self-
demonstrated self- demonstrated self-
confidence, poise, demonstrate self- confidence, poise, good
confidence and confidence, poise, and
assertiveness, and good confidence voice projection, and
poise good voice projection
voice projection assertiveness
0 points 1-6 points 7-8 points 9-10 points
Interacted with the
Demonstrates the ability Unable to answer Does not completely Completely answers judges in the process of
to effectively answer questions answer questions questions completely answering
questions questions
0 points 1-6 points 7-8 points 9-10 points
Staff Only: Penalty Points (5 points for dress code penalty and/or 5 points for late arrival penalty)
Presentation Total (100 points)
Name(s):
School:
Judge Signature: Date:
Comments:

Introduction to Social Media Strategy - Page 6 of 6 – Updated August 2024