Reference no: EM133746750
Assignment: Digital Content Creation, Publishing And Analysis
Learning Outcome 1: Appraise digital and social media marketing tactics and/or strategies in the development of an online presence in a global business environment.
Learning Outcome 2: Assess an authentic social media marketing campaign to identify areas of success and propose recommendations for improvements.
Assessment 1: Digital Marketing Content Creation, Publishing and Analysis
The case study for this assessment is The Digital Marketing Crew . The Digital Marketing Crew is our own brand which you, our students, are managing for the purposes of teaching and learning in this unit. This brand had previously been named Social Studio Digital Hub, however, has recently been rebranded. This brand has presence on Facebook and has its own website.
In this assessment, you are stepping into the shoes of a Digital Content Manager responsible for marketing this brand via social media.
This assessment consists of:
Social Media Content Creation - using ChatGPT, create a draft Facebook post promoting the case study brand.
Social Media Content Publishing - using ‘Create Post' function in Hootsuite, publish one post promoting the case study brand onto The Digital Marketing Crew Facebook page.
Social Media Analysis - using the Analytics function in Hootsuite assess The Digital Marketing Crew's Facebook page performance for the past 12 months.
Assignment instruction
For this individual assessment you are creating, publishing and analysing social media content using Hootsuite and ChatGPT, for the case study brand: The Digital Marketing Crew.
You will use Hootsuite and ChatGPT in Weeks 1-5 to prepare you for this assessment.
In this assessment, you will firstly use ChatGPT to develop a draft of your Facebook post and you will refine that draft manually by applying the Effective Content Marketing Checklist, before you publish it via the Create-Post function in Hootsuite. You will publish this post onto The Digital Marketing Crew Facebook page.
Your draft post will be generated in ChatGPT (80 words max). You will review your draft ChatGPT post and you will write an explanation about which parts of the published post were generated by ChatGPT and which parts were developed by you. You will include a commentary reflecting how the post draft you had generated with ChatGPT was further refined by you and why. You will also explain how your post meets the Effective Content Marketing Checklist requirements (300 words).
Your finalised post will be no longer than 80-100 words (all inclusive) and will be published via Hootsuite onto our Facebook page.
You will be publishing as part of our The Digital Marketing Crew team, not through your personal profile. In fact, you do not have to have a personal profile on Facebook to be able to complete this assessment.
Before you start crafting your Facebook post, you must think about who your target audience is, ensure that you develop content that promotes the brand and that it will resonate with your audience. It must have a clear message and CTA (call to action), be visually appealing, informative, and engaging (choose one tactic from the 4E+ Framework covered in class when developing your Facebook post). Your post needs to apply the 4E+ Framework (ie: it should be clear which tactic you are using in your post from the 4Es+: Educate-Excite-Experience-Engage + Emotion). The CTA for this post needs to include a link to the homepage or to a specific blog on The Digital Marketing Crew website. The goal of this post is to drive traffic from the Facebook page to the website/ a specific blog (which is the conversion point). In essence, it must apply the requirements specified in the Effective Content Marketing Checklist given to you in this unit and also featured in the Assessment 1 section on Canvas.
On Canvas, you will submit a screenshot of your draft post, a screenshot of your final post, and a transcript of all wording in the final post you had published on Facebook. This is a transcript of all the words you have in your post (80-100 words max) which you published on The Digital Marketing Crew Facebook page.
Your Facebook post promoting the case study brand must meet the following requirements:
Be published onto The Digital Marketing Crew Facebook page using Hootsuite (Create-Post function).
Ensure you apply one of the 4E+ Frameworks' tactics (either Excite, Educate, Experience, Engage, + Emotion) in crafting your post.
Include a visual element, such as an image created by you, i.e. ideally no free stock images; otherwise copyright must be referenced on the image "Copyright by <insert author's name>".
Include a caption (ie. written message) consisting of no more than 100 words promoting the brand.
Be professional. You must ensure the post is well written, no spelling or grammatical mistakes, well organised, visually appealing, engaging and, overall, professionally presented. It will be publicly visible on Facebook as soon as you publish it.
Your analysis of The Digital Marketing Crew Facebook page must meet the following requirements:
It must be no more than 600-700 words (excluding tables, screenshots, references etc).
It must be based on the following reports from Hootsuite's Analytics function:
Report 1: In Hootsuite - Go to Analytics - Add a New Report - Performance by Network - Facebook Pages - Facebook Overview (make sure to adjust to a 12 month period) (Take screen shots of this output and explain the sections of the report which identify opportunities for improvement and optimisation of the Facebook page for The Digital Marketing Crew, ie: use the Hootsuite report information to make some recommendations for The Digital Marketing Crew's future content.
To help you make your recommendations, you will need to run these quick reports:
Report 2: In Hootsuite - Go to Analytics - Organic Reporting - Post Performance (Identify the top three performing posts and explain why they seem to outperform the rest. Hint: Look over the Effective Content Marketing Checklist. Make a recommendation for what type of content The Digital Marketing Crew should focus on. Use screenshots from this report within your write up.).
Report 3: In Hootsuite - Go to Analytics - Organic Reporting - Best Time to Publish (Make a recommendation for the ideal publishing time(s) for The Digital Marketing Crew. Use screenshots from this report within your write up).
You must explain all relevant parts of the report to make recommendations based on these insights, for how to improve and optimise The Digital Marketing Crew Facebook page.
Five (5) references. In text and end text referencing should be in APA style and are necessary to support your recommendations.