Reference no: EM133114612

MKT2805 Social Media Marketing - Edith Cowan University

Assignment: Social Media Content Analysis and Content Creation

This assessment is based on The Perth Mint Australia brand however, you do have the option of choosing an alternative brand

Assessment 1:

1. Social Media Activity Analysis - using the Salesforce Social Studio ‘Analyse' function analyse existing content which features The Perth Mint keywords or hashtags; and

2. Social Media Content Creation - using the Salesforce Social Studio ‘Publish' function create and publish one (1) post promoting The Perth Mint onto this unit's Social Studio Digital Hub Facebook page.

This individual assessment is designed to refine and apply your social media marketing skills.

1. Receive log-in details for Salesforce Social Studio.

2. Receive detailed instructions on how to use Salesforce Social Studio.

3. Receive detailed instructions on how to use the ‘Publish' function on Salesforce Social Studio to publish content onto the Social Studio Digital Hub Facebook page.

4. Receive detailed instructions on how to use the ‘Analyse' function on Salesforce Social Studio, to analyse social media activity around a specific keyword (such as a brand name) and/or hashtag.

5. Do weekly hands-on activities using the ‘Publish' function, to prepare you for this assessment.

6. Do weekly hands-on activities using the ‘Analyse' function, to prepare you for this assessment.

Learning outcome 1: Generate creative ideas for various social media platforms and show how they can be integrated with an organisation's online and traditional marketing efforts.
Learning outcome 2: Critically evaluate the role and efficacy of social media marketing in current marketing practice.
Learning outcome 3: Communicate effectively and appropriately using a variety of social media platforms in both local and global contexts.
Learning outcome 4: Use technology tools to manage and monitor social media marketing efforts in a responsible, ethical and practical manner.

PREPARATION
Please view the following items on Blackboard:
1. The Perth Mint Case Study Introduction
2. The Assessment 1 Workshop Video
3. Read the Assessment Instructions (below)
4. Read the Marking Rubric.

In weeks 2-6 you will do weekly activities designed to assist you with Assessment 1.
It is imperative that you attend the on-campus tutorials or, if you're an online student, that you participate in the weekly online activities, online Discussion Boards and online Collaborate sessions, which will prepare you for this assessment.

INSTRUCTIONS
For this individual assessment you are firstly analysing all social media activity for the The Perth Mint brand, using the Salesforce Social Studio ‘Analyse' function, and then you are developing and publishing one (1) Facebook post promoting The Perth Mint by using the ‘Publish' function on Salesforce Social Studio.

Before you start crafting your Facebook post, you must think about who your target audience is, ensure that you develop content that promotes The Perth Mint and that it will resonate with your audience. It must be visually appealing, informative, and engaging (choose one tactic from the 4E Framework covered in class when developing your Facebook post).

You will have an opportunity to refine your Salesforce Social Studio skills in your weekly activities. Attending, participating and completing the assigned weekly tutorial activities (on-campus or online), as well as the Assessment 1 Workshop session, will enable you to develop skills required in this assessment.

Your Facebook post promoting The Perth Mint must meet the following requirements:

• Be published onto the Social Studio Digital Hub Facebook page using Salesforce Social Studio ‘Publish' function.

• Apply one of the 4E Frameworks' tactics (either Excite, Educate, Experience, Engage).

• Include 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 Perth Mint.

• Be professional. You must ensure the post is well written, no spelling or grammatical mistakes, well organised, visually appealing, engaging and, overall, professionally presented.

• Include the following important information: Your name and surname and/or student number at the bottom of the post; and all of the following hashtags: #ECUindustryreadyproject #ECUMKT2805 #perthmint (and any other hashtag deemed suitable) and the following disclaimer: (Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University and has not been endorsed or otherwise approved by the organisation it promotes.).

Your analysis of The Perth Mint must meet the following requirements:
• It must be no more than 1,000 words (excluding tables, screenshots, references etc).
• Must not be featured in the Facebook post; rather, it should just be included in the pdf or MS Word document as a separate section along with the Facebook post transcript.
• It must include the following sections:
o Overview of the analysis (explain which dates the analysis was conducted for, for which hashtags/keywords, and key findings).
o Media trend (explain what the media trend shows).
o Key word cloud (explain what the keyword cloud shows).
o Key influencers (explain who they are, why they are influential and what they are talking about).
o Sentiment trend (explain what it shows and cite some posts for positive and negative sentiment).
o Discussion of key findings and recommendation for The Perth Mint: this is based on key findings and an explanation of how the analysis assisted you in developing content for the Facebook post (what are the key things that you had to consider when developing your post and what do you recommend for The Perth Mint based on what the analysis shows).
• Five (5) references. In text and end text referencing should be in APA style and are necessary to support your recommendations.

Attachment:- Social Media Content Analysis and Content Creation.rar