ADV20003 – Search, Social Media and Video Marketing Assignment

ADV20003 – Search, Social Media and Video Marketing Assignment

Bibliography

• Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168

• Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1

• Tuten, T. L., & Solomon, M. R. (2021). Social Media Marketing. Sage Publications.

• Ashley, C., & Tuten, T. (2020). Creative strategies in social media marketing campaigns: A content analysis of brand posts. Journal of Marketing Communications, 26(1), 16–32. https://doi.org/10.1080/13527266.2019.1702075

• Kaur, P., Dhir, A., Chen, S., & Rajala, R. (2023). Social media marketing and business performance: The moderating role of trust. Technological Forecasting and Social Change, 188, 122286. https://doi.org/10.1016/j.techfore.2023.122286

Assignment 2 – Overall weighting 35% of total unit mark

For more detailed information, please refer to the tutorial modules on Canvas.
You are encouraged to review each module thoroughly, as it will guide you step-by-step in developing a comprehensive social media strategy.

Social media proposal document submission

Due: 11:59 pm Sunday 5 October (end of week 8)
Weighting: 35% of total unit mark
You have been commissioned to create research, analysis, and strategies for a social media presence of an organisation or company.
Understanding the client’s goals and digital identity is key to aligning the social strategy with business objectives.

This assignment requires you to submit a report that succinctly communicates the research you have conducted in the first part into the current presence and its target audience/market.
Your findings should demonstrate critical thinking and awareness of both marketing trends and user engagement behavior.

The purpose of this report is to provide your client with an assessment of their existing social media presence, including competitors and further strategies for their organisation or business.
Consider both quantitative data (metrics and analytics) and qualitative insights (tone, audience sentiment) in your evaluation.

The level of preparation and participation will inform your final results of this assignment.
Strong evidence of independent research and analytical interpretation will be rewarded.

Writing Guidelines

Assignment Scenario
Submission requirements

Assume that your client is not technically proficient or familiar with social media context, which means you will need to explain all social media terms and communicate in a professional tone.
Think of your report as a consulting document intended for a business audience unfamiliar with digital marketing concepts.

Therefore:

The report should make sense to someone unfamiliar with social media and its related terminologies. Don’t assume the reader has read the tutorial exercise material of ADV20003.
Providing brief definitions and examples can enhance clarity for your client.

At the start of each section, briefly explain the purpose of that section (this helps demonstrate your understanding to us for assessment purposes, and provides context to each section of the report for the client). Remember the client is paying you for your services – they need to understand the value of the time you have put into each section.
Your tone should be confident yet accessible, highlighting the reasoning behind every strategic recommendation.

Keep the report succinct, with detail in appendices. Any conclusions should be supported by data/results referred to in the appendices (and justified) as well as externally referenced material.
Use credible data visualizations to strengthen your analytical findings.

Submission instructions

(Refer to the instructions on Canvas)

Submit a document in .pdf format (use the provided template on Canvas).
Ensure formatting consistency throughout, including fonts, margins, and spacing for readability.

Please ensure that the filename begins with your surname (surname_StudentID_SocialMediaProposal.pdf).
Double-check the submission before the deadline to avoid upload issues.

Executive Summary

Table of contents, including clear headings and subheadings.
Page numbers, including figure numbers and descriptions for any images, graphs, and tables you use should be numbered (e.g., 1 = first main section, 1.1 for the first subsection, etc.).
Clarity and visual hierarchy in presentation significantly enhance the professionalism of your report.

Sources must be formally referenced in Swinburne Harvard style (in-text and bibliography) – see Swinburne library resources on citing and referencing if you are unsure.
Your report should be 8–10 pages max, excluding Executive Summary, Table of Content, References, and Appendix.
Effective organization ensures your content remains persuasive and aligned with academic standards.

Report style requirements

Originality
The assessment of your work will be influenced by how “original” your material is.
Authenticity in both ideas and expression demonstrates a deep understanding of the subject matter.

We will use plagiarism-checking software to look for examples of content that has been simply cut and pasted from online sources or other students’ work, including OpenAI mechanisms.
You will be rewarded for doing your own research and summarizing things in your own words.
Your unique analytical voice and perspective add professional credibility to your proposal.

Account name/URL of client social media content

Find a minimum of two social media platforms used by the organization.
Specify the organizations you’ve chosen to focus on for your social media case study.
Include detailed insights into their engagement style, content tone, and visual branding.

Include the organizations’ details, i.e., social media account/name, and web address (if any), etc.
Make sure links are active and screenshots are clear.

1. Social Media Research and Analysis

Conduct an initial analysis of your chosen organization’s social media presence.
Analyze the frequency, quality, and alignment of posts with the organization’s brand values.

Take a screenshot of the social media presence that includes all elements of their social media presence.
Provide academic reference(s) to support your analysis (use Swinburne Harvard Reference Format).
Annotate the elements that were identified during your analysis.
Highlight both strengths and opportunities for improvement in presentation or audience engagement.

2. Competitors / Best Practice Analysis

Find a minimum of two similar organizations/companies and provide a description of each social media presence.
Look for innovative practices or strategies that differentiate competitors from your client.

Describe the chosen competitors individually in the same format as you have described your chosen client, i.e., what it offers (products/services – in general), information resources, education resources, location, target audience/market, key messages, etc.
Provide 2–3 screenshots of each social media platform for each competitor.
Analyze tone consistency, community management practices, and campaign responsiveness.

Content Requirements (as a guide)

1.0 Introduction (Approx. weighting 10%) = 1 page max

Provide a brief overview of the report and what you will discuss.
Client selection, SMART goals, SWOT analysis, KPI, KBO.
Ensure your introduction establishes a logical framework for the strategy that follows.

2.0 Research and Analysis (Approx. weighting 20%) = 2–3 pages max

Target audience, list of competitors and analysis, current content, etc.
Use data-driven insights and visual analytics to substantiate your findings.

3.0 Proposed Strategy (Approx. weighting 35%) = 2–3 pages max

Improved content, branding, key messages, color used, etc.
Include clear rationale behind creative and tactical choices.

4.0 Proposed Campaign (At least 2 weeks, Approx. weighting 20%) = 2–3 pages max

Promoting products/services (could potentially include simple video marketing).
Outline your campaign timeline, budget, and performance measurement metrics for clarity.