Sustainability/Responsibility Social Media Campaign
2.2 Summative Assessment
There is ONE summative assessment for this module:
Module Title: | Social Media Marketing |
Assessment Title: | Sustainability/Responsibility Social Media Campaign |
Assessment Type: | Individual Written assignment |
Restrictions on Time/Length : | 3,300 words |
You are required to:
Critically evaluate an organisation of your choice in relation to their social media marketing. Following evaluation and using existing knowledge, you will create a social media campaign for your chosen organisation with a focus on sustainability and/or responsible management.
The campaign can include examples of social media content, developed from rough concepts, to digital examples to a competent standard. Consideration must be given to the campaign timing, the selected platforms, and ethical implications of the campaign.
A note on word count:
The word count should be shown on the front of your assignment. A 10-mark reduction may be applied where a submission exceeds 3300 words. Words in diagrams, tables, mock content or as part of an appendix do not count. |
Title page(s)
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1.0 Introduction and situation analysis (WHY)
Social media marketing strategy · corporate level · business level · functional level
Strategic plan within marketing · a situation analysis · marketing objectives · marketing strategies and implementation · control/review
Social media marketing plan · Conduct a situation analysis and identify key opportunities · State Objectives · Gather insight into target audience · Select social media zones and vehicles · Create an experience strategy encompassing selected zones · Establish an activation plan · Manage and measure
Typical SMM mistakes · staffing, content · time horizon · focus of objectives · user benefits and measurement
Tactical planning for SMM (Why, Who, Where, What and How) · Why (Value-driven social media marketing) · Who (Understanding and honouring the target audience) · Where (The Channel Plan) · What (Designing the experience) · How (Producing and scheduling content)
Situational analysis – Detail current problem/opportunity: · Include social media audits · SWOT analysis (internal/external environment) · PESTEL analysis (external environment) · Insight into competitors
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2.0 Theoretical underpinnings of proposed SMM campaign (WHAT)
Social community zone (relationship zone) Social network dimensions (points of differentiation) Developing a social presence Brand participation Brand engagement Brand conversation UGC Paid media Getting the balance right – paid, owned & earned SM
2nd zone of social media marketing, social publishing Content marketing (check out Content Marketing Institute – link on Canvas) Types of content Content authenticity Motivations Content value Value ladder Distributing and promoting content SEO & SMO
3rd zone of social media marketing: social entertainment Growth of social games Branded videos Social videos & TV Social music
4th zone social commerce (development e-commerce that has re-enabled social shopping) decision making process and social commerce Needs recognition, information search, evaluating alternatives, purchase & post purchase evaluation reviews & ratings other tools best practice psychological factors influencing social commerce
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3.0 SMM campaign planning – The design element of your campaign (WHAT)
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4.0 Conclusion
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5.0 References
· Harvard referencing
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6.0 Appendices
· Any supporting evidence |
Books:
Tuten, T. L., & Solomon, M. R. (2017). Social Media Marketing. (3rd Edition). Sage Publications
Dahl, S. (2015). Social Media Marketing: Theories & Applications. London: Sage Publications.
Hawkings, D. I. (2004). Consumer Behaviour: Building Marketing Strategy. Maidenhead: McGraw-Hill Education.
Holbrook, M. B. (1999). Consumer Value: A Framework for Analysis and Research. London, New York: Routledge.
Ritzer, G. (2004). The McDonaldization of Society. Thousand Oaks, CA: Pine Forge Press.
Journals:
European Journal of Marketing
Journal of Marketing
Journal of Consumer Culture
Journal of Consumer Research
Journal of International Marketing
Journal of Marketing, American Marketing Association
Journal of Marketing Research
International Journal of Marketing Research
International Journal of Online Marketing
Websites:
Magazines:
Databases: