Critically evaluate an organisation of your choice in relation to their social media marketing.

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.

2.2.1 Summative Structure

Title page(s)
⦁ Title & word count
⦁ Table of contents, figures and tables

1.0 Introduction and situation analysis (WHY)
⦁ Evaluation of chosen organisation
⦁ Using statistics/metric data
⦁ Examination of strengths and weaknesses
⦁ Competitor insights
⦁ Strong identification of SMM issue
⦁ Develop themes of areas for consideration
⦁ Highlighting the importance of SMM to the industry and the organisation
⦁ State objectives and tactics
⦁ Set the scene for the remainder of the report by choosing the main themes (issues) that you believe can be resolved through a social media marketing campaign

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

2.0 Theoretical underpinnings of proposed SMM campaign (WHAT)
⦁ Insights into target audience (customer persona) (WHO)
⦁ Select social media zone
⦁ Use of concepts, frameworks and theory to support decision-making
⦁ Critical discussion of theoretical application
⦁ Academic and practical insights to justify throughout

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

3.0 SMM campaign planning – The design element of your campaign (WHAT)
⦁ Creating posts across different platforms and sites based on your theoretical justifications (WHERE)
⦁ Developing a time scale and medium for the campaign (HOW)
⦁ Considerations into ethical implications

4.0 Conclusion
⦁ Summary of key points
⦁ Acknowledgement of limitations and scope for further work

5.0 References
⦁ Harvard referencing

6.0 Appendices
⦁ Any supporting evidence

2.2.2 Marking Criteria

Marking Criteria: Sustainability/Responsibility Social Media Campaign
Weighting
Research and Enquiry
⦁ The extent to which relevant reading has been researched and incorporated
⦁ Effective deployment of reading to compare and evaluate the brands environment
⦁ Use of a range of credible sources including research articles, textbooks, industry reports and professional sources
25%
Academic Skills
⦁ Logic and rationale for the adopted structure
⦁ Clarity and flow of the points made
⦁ Correct Harvard referencing
⦁ Engaging style
10%
Subject Knowledge and Understanding
⦁ Extent of theoretical understanding, including theoretical elements covered in class and those discovered via independent research and enquiry
⦁ Quality and depth of theoretical knowledge
⦁ Ability to show analytical ability and impact on marketing activity
25%
Applied and Practical skills
⦁ The extent to which appropriate theories, models and frameworks have been applied
⦁ Depth of understanding and application of theories, models and frameworks
⦁ Ability to correctly apply theory to practice/case example
⦁ Effective campaign planning demonstrated
25%
Values Qualities and Attributes
⦁ The level of sensitivity towards the ethical issues considered within the campaign
⦁ Depth of consideration towards the sustainability/responsible management provided
15%

2.2.3 Level 6 Assessment Criteria
Recommended Texts and Resources:
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:

http://www.academyofmarketing.org
http://www.marketingpower.com
http://www.cim.co.uk
http://www.emac-online.org
http://www.theidm.com
http://www.mrs.org.uk
www.information-management.com
www.smartdatacollective.com
www.kdnuggets.com
www.sas.com/uk
www.ibm.com/software/uk/analyics/spss/
www.r-project.org
www.kaushik.net/avinash/
www.mattcutts.com/blog/
sethgodin.typepad.com/
www.brandrepublic.com
www.thedrum.com
www.marketingweek.co.uk
www.econsultancy.com
www.theidm.com
www.the-cma.com
googlewebmastercentral.blogspot.co.uk/
mashable.com/category/ux/

Magazines:
⦁ Marketing Week
⦁ Marketing
⦁ PR Week

Databases:

⦁ Datamonitor
⦁ Mintel
⦁ National statistics offices

⦁ Euromonitor
⦁ International Monetary Fund
⦁ World Bank