Assignment Task
Working as a social media marketing consultant, you have been asked by the
client organisation to produce a social media audit and a strategic social
media campaign plan to drive brand awareness and grow sales.
Further information about the client organisation will be provided through a
supporting client brief during the module.
Social media audit and a campaign plan – (report format)
This should include:
Background context
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Outline the background context, including some introductory information on the organisation and the industry in which it operates.
- Critically evaluate wider social media marketing trends within the industry itself.
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Note:
Two social media marketing trends must be presented and justified with supporting evidence in class (for BL) and on the class forum (for DL) in week 4 of this module. More than two trends should be evident in your final assessment.
Social media audit – Inventory
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Check which platforms are being used currently
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Check how often they are being used and for what types of activities?
Social media audit - Current performance analysis
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Assess the performance of each social media channel used.
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Determine what has been working well and where the organisation is falling short.
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Check engagement metrics (followers, likes, shares, retweets, responses) from the social media channels.
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Critically evaluate the effectiveness of the organisation’s content strategy and reflect on how it is contributing to its current performance.
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You may also consider the activities of competitors and what can be learned from their use of social media.
Campaign Plan - Opportunities for improvement
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Summarize your key findings from the audit.
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Outline your recommendations for improving the brand’s social media performance and achieving your client’s goals.
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Outline the specifics around how you intend to carry out your social media campaign.
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You must include a 2-week content calendar for the social media channels.
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You may also consider the role of brand ambassadors and influencers in amplifying your message/s.
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What other activities do you suggest your client to undertake in order to maximise results with
limited budgets?
References
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Marks for references will be embedded within the sections above. References across different sources are expected with quality, range, and extensiveness being key factors for success in this area. References should also include datasets (indexes, statistics, industry
reports etc). The currency of the data (how recent is the data) and the triangulation of references (cross referencing data to add further justification to points) are critical.