BUS5023 : Digital and Social Media Marketing – Social Media Audit and Campaign Plan

Module code: BUS5023

Module Title: Digital and Social Media Marketing

Assignment : Social Media Audit and Campaign Plan

Maximum word count: 3000 words total for both task 1 and Task 2 combined. 1800 words for Task 1 – Social Media Audit; and 1200 words for Task 2 – Social Media Campaign Plan Presentation.

Assignment Tasks:

Task 1 – Social Media Audit Report

You need to select a product, service or organisation of your choice or your own organisation and analyse its current social media strategy. After conducting your analysis, provide recommendations for improvement. The Report should include the following information:

• Background context: A brief history of the selected organisation/product/service.
• Social media inventory: Identify the current social media platforms uses including the frequency of posting on each channel, what contents are posted, whether social media objectives are achieved and briefly compare these against main competitors.
• Current performance: Analyse the performance of each social media channel identified in the previous section to identify the contents that are working well and those are not.
• Recommendations: Provide recommendations for improving the organisation’s social media performance based on the outcomes of social media inventory and current performance above.

Task 2: Develop a social media campaign for selected product, service or organisation based on the audit report and recommendations provided in task 1.

The social media campaign should include the following:

• Objectives: A set of clear and appropriate social media campaign objectives including evaluation metrics and KPI of each objective.
• Customer persona: A detailed customer persona for the campaign is presented showcasing appropriate market segmentation.
• Strategies: Clear and appropriate strategies are identified to achieve each of the previous objectives. E.g., user generated content, competitions, storytelling etc.
• Content Plan: This should cover a 7-day period and detail content across all social channels for the campaign.
• Visuals Campaign examples: Present at least 2 campaign visuals to show examples of some content detailed in the content plan.

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