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PRL201 Content Creation for social media

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ASSESSMENT BRIEF
Subject Code and Title PRL201: Content Creation for Social Media
Assessment Social Media Strategy Proposal
Individual/Group Individual
Length 1,500 words (+/- 10%)
Learning Outcomes Analyse the new media landscape and social media strategiesCreate engaging multimedia content using a range of social media platforms to reach target publics d) Analyse, evaluate and adapt social media campaigns
Submission By 11:55pm AEST/AEDT Sunday of Module 2 (week 4)
Weighting 35%
Total Marks 100 marks

Context:

In this individual assessment, you are required to analyse the current social media efforts of a client or organisation of your choice and consider the new media available to develop a social media proposal. You are also to consider key trends in the current communications environment affecting your organisation.

The types of organisations you could choose from could be:

  1. A local café or hospitality outlet
  2. A local retail outlet
  3. A non-government organisation (NGO), a not-for -profit (NFP) or a charity
  4. A family business
  5. A local community organisation /club
  6. A new business start-up
  7. A local event
  8. Any small or medium size business

Option 1: Working with a real client and their real social media platforms

Choose a small or medium size business, which you have direct access to work with. This will allow you to work with its social media platforms and request permission to post on behalf of the organisation. By choosing this option you will be gaining a practical understanding of how to deal with a real client and its needs, identification of real target audiences, and a realistic evaluation of online engagement.

Option 2: Selecting a real business but setting up hypothetical social media platforms

If you have no access to work directly with a real organisation for the purposes of this assessment, choose an existing business that requires improvement with its social media presence and base your proposal around this.

In this option you would set up new social media platforms and use your own name and the code of this subject to identify the social media accounts (e.g. Your Name – PRL201). The information would be based on a real business but your posts are in a hypothetical social media setting. With this option you should delete the profiles at the completion of receiving final marks for the subject.

For both options a deep understanding of target audiences is required to ensure the social media proposal and respective posts are engaging and relevant to the public (s).

NB: Do not choose a large company that already has a strong and established online presence.

Instructions:

  • Choose an organisation to develop the social media proposal.
  • The proposal should include sufficient material to use as a pitch to the client in order to sell the strategy to them.
  • The client you choose will be carried through ALL the assignments for this subject.
  • In the social media strategy proposal, you must include:
    • Cover page
    • Table of contents
    • Introduction
    • Background of the client
    • SWOT Analysis of current social media efforts of the client and media landscape (Opportunities and threats should be referenced)
    • Identification of appropriate target audience(s) and a profile created
    • Social media strategy objectives
      • At least four (4) SMART objectives
    • Detailed media plan, including:
      • Selection of Social media platforms
      • Content development concepts. Overall creative ideas
      • Implementation including dates, time of posting, frequency, tone of voice and suggested topics.

A minimum of two (2) social media platforms must be proposed.

A minimum of two (2) posts a week (for 5 weeks) must be included in the proposal. Please refer to the content creation list for content development ideas

  1. Justification of social media strategies including relevant theory if relevant. This can be incorporated in the discussion.
    1. Intended evaluation & measuring tools and respective metrics. Rather than just name the tool eg., “Facebook insights” also identify what metrics in insights would be meaningful
    1. References (APA Referencing).

Submission Instructions:

  • The presentation recommended for this Assessment is in report format.
  • Include a Title Page, a Table of Contents, and use suitable headings for the information presented.
  • Student Identifier (Name and Number) should be included on the title page and page numbers should appear on each page of the document.
  • The assessment should be submitted in a form and format that would be acceptable in the business world. All work must be word-processed, spell checked, grammatically acceptable, and professional in appearance and tone.
  • It should not be written from a 1st person context, but rather from the 3rd person perspective. That is, “I, we, my, our” are not acceptable;
  • All claims, recommendations, and justifications are to be supported by suitable and relevant sources, and/or theoretical principles.
  • Should include a correctly constructed reference list and accompanying in-text citations as per University guidelines (APA Referencing).
  • Can use any combination of narrative, point form, diagrams, graphs, tables or images to increase the “readability” of the submission.
  • Submit a word or PDF document to Blackboard. The Learning Facilitator will provide feedback via the Grade Centre in Blackboard. Feedback can be viewed in My Grades.

Learning Rubric: Assessment 1 Social Media Strategy Proposal

Assessment Attributes Fail (Unacceptable) 0-49% Pass (Functional) 50-64% Credit (Proficient) 65-74% Distinction (Advanced) 75 -84% High Distinction (Exceptional) 85-100%
              Grade Description (Grading Scheme)       Fail grade will be awarded if a student is unable to demonstrate satisfactory academic performance in the subject or has failed to complete required assessment points in accordance with the subject’s required assessment points.       Pass is awarded for work showing a satisfactory achievement of all learning outcomes and an adequate understanding of theory and application of skills. A consistent academic referencing system is used and sources are appropriately acknowledged.     Credit is awarded for work showing a more than satisfactory achievement of all learning outcomes and a more than adequate understanding of theory and application of skills. A consistent academic referencing system is used and sources are appropriately acknowledged.   Distinction is awarded for work of superior quality in achieving all learning outcomes and a superior integration and understanding of theory and application of skills. Evidence of in-depth research, reading, analysis and evaluation is demonstrated. A consistent academic referencing system is used and sources are appropriately acknowledged. High Distinction is awarded for work of outstanding quality in achieving all learning outcomes together with outstanding integration and understanding of theory and application of skills. Evidence of in- depth research, reading, analysis, original and creative thought is demonstrated. A consistent academic referencing system is used and sources are appropriately acknowledged.
Purpose of the report and company overview   Report purpose established and company background provided No clear introduction presented.   Limited or no company background provided. Basic introduction presented with some components missing and/or with some adjustments required.   Satisfactory company background provided. Good introduction presented with minor adjustments required.   Good company background provided. Very good clear introduction presented.   Very good company overview provided. Outstanding introduction presented.   Excellent company overview provided.
5%          


SWOT analysis   Demonstrated an understanding of company’s social media efforts, and opportunities and threats from new media landscape.   10% Little or no understanding and analysis of current company’s social media efforts.   Little or no referencing for the SWOT analysis. Satisfactory understanding and analysis of current company’s social media efforts.   Satisfactory referencing for external factors in the analysis.   Some strengths and weaknesses aren’t related to social media landscape. Good understanding and analysis of current company’s social media efforts.   Good list of strengths and weaknesses identified.   Good and relevant opportunities and threats identified and referenced. Very good understanding and analysis of current company’s social media efforts.   Very good list of strengths and weaknesses identified.   Very good and relevant opportunities and threats identified including a quality range of sources, which support social media proposal. Excellent understanding and analysis of current company’s social media efforts.   Excellent list of strengths and weaknesses identified.   Excellent, relevant and appropriate opportunities and threats identified including a quality range of sources, which support social media proposal.
Target Audience and Persona(s)   Demonstrated an understanding of segmentation variables and appropriate selection of persona(s) to support social media strategies.   15% The buyer profile section is incomplete.   Little or no evidence of an understanding about segmentation and targeting processes, and consumer behaviour. Basic knowledge about segmentation process.   Segmentation variables basically describe the characteristics of the segments.   Basic support and relation with business strategies and alignment with the target market.   Basic approach on buying behaviour and decision- making process. Good selection of segmentation variables providing some understanding of appropriate target audiences.   A good range of psychographic and behavioural elements are selected.   Good attempt on describing the persona(s). A high standard of segmentation, including a detailed explanation and application of segmentation variables.   Very good selection of psychographics and behavioural elements to support social media strategies proposal.   Very good description of persona(s) including relevant elements. Outstanding explanation and description of the segmentation variables.   Describes in-depth the buyer in the customer profiles buying roles, buying behaviour, and buyer decision-making process.   Student uses valuable information to support the business decision.   Outstanding and sound description of persona(s).
Social Media Objectives   Selections of appropriate and realistic SMART objectives to support social media Little or SMART objectives provided. Satisfactory inclusion of SMART objectives.   Some objectives require adjustments and/or alignment with proposed Good inclusion of SMART objectives.   Objective are coherent and aligned with social media proposal and support Very good inclusion of SMART objectives.   Very good selection of objectives supporting social media strategies, and very Outstanding selection and description of SMART objectives.   Objectives are well-set and aligned with social media
strategies proposal.   10%   social media strategies. identified opportunities. Minor amendments required. good alignement with social media opportunities. proposal, and reflect social media opportunities identified in the analysis to build and maintain the brand personality.
Social Media Plan   Appropriate social media strategies and content proposal towards client. Soundness of strategic recommendations to client   30% Little or inadequate social media strategies proposed.   Lack of details in the media plan.   Selection of social media platforms and/or suggested topics do not support brand personality nor are appropriate from a content perspective. Basic attempt at determining social media strategies.   Basic selection of content and platforms.   Some content may not be appropriate or aligned with the brand. A clear and good attempt at determining new social media strategies.   Good selection of appropriate content, which may help to build and maintain brand personality in the future.   Good and sound completion of social media plan. Very good attempt at determining new social media strategies.   Very good selection of content, which support the brand.   Very good and accurate completion of social media plan. Outstanding and thorough proposal of social media strategies.   Excellent selection of content aligned with the brand personality.   Outstanding and accurate completion of social media plan.
Justification and supporting evidences                       15% Limited understanding of key concepts required to support discussion.   Confuses logic and emotion.   Information taken from reliable sources but without a coherent analysis or synthesis.   Viewpoints of experts are taken as fact with little questioning. Resembles a recall or summary of key ideas.   Often conflates/confuses assertion of personal opinion with information substantiated by evidence from the research/course materials.   Analysis and evaluation do not reflect expert judgement, intellectual independence, rigor and adaptability. Supports personal opinion and information substantiated by evidence from the research/course materials.   Demonstrates a capacity to explain and apply relevant concepts.   Identify logical flaws. Questions viewpoints of experts. Discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading.   Well demonstrated capacity to explain and apply relevant concepts.   Viewpoint of experts are subject to questioning.   Analysis and evaluation reflect growing judgement, Systematically and critically discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading.   Information is taken from sources with a high level of interpretation/evaluation to develop a comprehensive critical analysis or synthesis.   Exhibits intellectual independence, rigor, good
        intellectual independence, rigor and adaptability. judgement and adaptability.
Evaluation & Measuring Tools         5% Little or no inclusion of evaluation and measuring tools.   Lack of metrics to support social media strategies. Inclusion of some evaluation and measuring tools.   Basic selection of metrics to support social media strategies. Good selection of evaluation and measuring tools.   Good selection of metrics supporting the analysis, evaluation and adaptation of social media campaigns.   Minor adjustments required. Very good selection of evaluation and measuring tools.   Very good selection of metrics supporting the analysis, evaluation and adaptation of social media campaigns. Excellent selection of analytical tools.   Outstanding selection and explanation of metrics supporting the analysis, evaluation and adaptation of social media campaigns.
Presentation and referencing Unprofessional writing standard. Writing standard satisfactory. Good writing standard. Few spelling and grammatical errors throughout the submission.   Few or no inconsistencies with submission instructions.   Good in-text referencing. Good overall report presentation.   Good variety of references used. Writing standard very good. Information provided and writing level excellent.
  Major spelling and grammatical errors throughout the submission. Minor spelling and grammatical errors throughout the submission. No spelling and grammatical errors throughout the submission. No spelling and grammatical errors throughout the submission.
  Major inconsistencies with submission instructions.   Limited or no in-text referencing. Minor inconsistencies with submission instructions.   Limited in-text referencing. No inconsistencies with submission instructions.   Very good in-text referencing and support from academic sources. No inconsistencies with submission instructions. Excellent in-text referencing and support from references.
  10%   Overall report presentation poor.   Few or no references used.   Overall report presentation adequate. Limited references used.   Overall report presentation very good. Wide variety of quality references used. Overall report presentation excellent. Excellent variety of quality references used.

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