Microsoft Word - SMS 203_Social Meda Strategy_Assessment.docx
Assessment Brief
Advertising & Digital Media Faculty
SOCIAL MEDIA STRATEGY
SMS 203
Level 200
Assessment Brief
ASSESSMENT BRIEF I SOCIAL MEDIA STRATEGY 1 File: SMS 203 Social Media Strategy Assessment Brief
Author: Khodr,Z Date: 2/02/2020 Status: Final
SOCIAL MEDIA STRATEGY
Assessment 1
Social Media Platform Insights (Individual or Group Work)
Due: Week 4
Weighting: 20%
Learning Outcomes:
a. Analyse and understand how social media platforms have evolved
. Investigate, interpret and report on social media insights
c. Demonstrate an understand key social media trends and how it impacts strategy and campaigns
Description:
Based on the social media platform assigned to you research, analyse and present the following:
1. What’s changed on the social media platform in the last 12 months?
2. What’s the usage amongst different age groups
3. Research relevant examples of how
ands use the platform to reach their intended audience
4. What’s likely to change in the next 12 months for the channel?
Presentation
• 10 mins presentation of your social platform assigned to you covering the four points above
Written Submission
• Prepare and write a discussion paper (500-700w) outlining the key points in your presentation (include and
Intro, Body and Conclusion) with some critical analysis on the future direction of the social platform
Details
Submit both your written paper and presentation together in Moodle.
Criterion 1: Depth of Research – 30%
Fail: • Presentation and discussion paper shows research was not gathered. Ideas are under-
developed. Expressions of discovery and exploration are lacking
Pass: • Presentation and discussion paper shows evidence of basic research. Ideas have been
documented but not developed. Expressions of discovery and exploration are limited
Credit: • Presentation and discussion paper shows evidence of some research. More than 1 idea
has been documented
• Expressions of discovery and exploration are satisfactory
Distinction: • Presentation and discussion paper shows evidence of research across a wide variety of
primary and secondary sources
• Attitude of discovery and exploration is evident
High Distinction • Presentation and discussion paper shows evidence of research across a wide variety of
primary and secondary sources
• Multiple ideas are explored to a high level with multiple iterations of each idea. Attitude
of discovery and exploration is richly evident
Assessment Brief
ASSESSMENT BRIEF I SOCIAL MEDIA STRATEGY 2 File: SMS 203 Social Media Strategy Assessment Brief
Author: Khodr,Z Date: 2/02/2020 Status: Final
Assessment 2 (Individual)
Social Media Strategy
Due: Week 10
Weighting: 40%
Learning Outcomes:
a. Develop and interpret creative
iefs for social media projects
. Analyse creative ideas to social media communications
c. Investigate, interpret and report on social media analytics and data measurement
Description:
Survey the cu
ent social media environment and analyse the social media strategy undertaken by a
and,
product, service or organisation:
• Identify a campaign for a
and, product, service or organisation that includes a social media strategy,
using case study examples. Where possible use examples from the last two years.
• Interpret and analyse the purpose (‘why’) of the project and the role of the social media strategy.
• Discuss and outline the following:
• Objectives
• Audience
• Selected social media channels
• Social content (effectiveness)
• Any other digital used (websites, blogs, apps etc)
• Was the campaign successful (using analytics and data)
• Provide recommendations for additions and improvements.
Workload:
• 1,500 words – with visual examples to be included in the Appendix
Details:
Project to be submitted as a PDF file to MOODLE for marking.
Marking Criteria & Ru
ics:
Criterion 1: Relevance and quality of campaign and written solutions– 30%
Fail: Incomplete and/or poor quality written solutions for each channel
Pass: Complete yet basic quality written solutions for each channel
Credit: Good quality written solutions for each channel
Distinction: Excellent quality written solutions for each channel
High Distinction Outstanding quality written solutions for each channel
Assessment Brief
ASSESSMENT BRIEF I SOCIAL MEDIA STRATEGY 3 File: SMS 203 Social Media Strategy Assessment Brief
Author: Khodr,Z Date: 2/02/2020 Status: Final
Criterion 2: Depth of reflection and analysis in written rationale – 40%
Fail: Incomplete and/or insufficient reflection and analysis
Pass: Complete yet simple reflection and analysis
Credit: A good level of reflection and analysis
Distinction: Excellent level of reflection and analysis
High Distinction Outstanding level of reflection and analysis
Criterion 3: Quality and insight for recommendation for additions and improvements – 30%
Fail: Incomplete and/or very poor recommendations
Pass: Complete but basic recommendations
Credit: Competent and well-prepared recommendations
Distinction: Detailed and very researched recommendations and insights
High Distinction Outstanding recommendations and insights
Assessment Brief
ASSESSMENT BRIEF I SOCIAL MEDIA STRATEGY 4 File: SMS 203 Social Media Strategy Assessment Brief
Author: Khodr,Z Date: 2/02/2020 Status: Final
Assessment 3 (Group)
Social Media Strategy and Campaign (Live Client Brief)
Due: Week 12
Weighting: 40%
Learning Outcomes:
1. Develop and interpret creative
iefs for social media projects
2. Apply creative ideas to social media communications
3. Visualise creative social media concepts
4. Apply
and image and
and advocacy styles of advertising
5. Present creative ideas for social and cross-media projects
6. Investigate, interpret and report on social media analytics and data measurement
7. Evaluate presentations and respond to client feedback
The Live Client Brief will be
iefed to you in Week 8. Based on a real product launch the client will outline the
product background, audience and market challenged.
You will be asked to develop the Social Media Strategy and Social Media Campaign to present and pitch back
to the client.
You will need to come up with a creative idea and outline how you will execute the creative social media
campaign to meet the client’s project objectives.
Your Strategy and Campaign will need to cover the following:
• Social media strategy that responds to the
ief
• Social Media Campaign
• Define the audience
• Provide the insights
• Outline the channels
• How will you execute the campaign?
• What content will you create?
• How will you measure the success of the idea?
In addition to demonstrating understanding of the creative
iefing process, concept development,
visualisation techniques for social media, you must also clearly demonstrate understanding of Owned, Earned,
Paid media and how each integrates and supports the others. Provide an overview of how you will define and
measure your campaign.
Workload:
• Written report – 2,000 words
• Visual pitch presentation – : 15-20 slides
• 10-12 min presentation per group
Details:
• Presentation to client in response to
ief
• Project to be submitted as a PDF file to MOODLE for marking.
Marking Criteria & Ru
ics:
\
Criterion 1: Relevance and quality of Social Media Strategy – 30%
Fail: Incomplete and/or poor quality written solutions for each channel
Assessment Brief
ASSESSMENT BRIEF I SOCIAL MEDIA STRATEGY 5 File: SMS 203 Social Media Strategy Assessment Brief
Author: Khodr,Z Date: 2/02/2020 Status: Final
Pass: Complete yet basic quality written solutions for each channel
Credit: Good quality written solutions for each channel
Distinction: Excellent quality written solutions for each channel
High Distinction Outstanding quality written solutions for each channel
Criterion 2: Creative Idea and Social Media Campaign – 40%
Fail: Incomplete and/or insufficient creative and campaign execution
Pass: Complete yet simple creative and campaign execution
Credit: A good level of creative and campaign execution
Distinction: Excellent level of creative and campaign execution
High Distinction Outstanding level of creative and campaign execution
Criterion 3: Quality and competence of pitch presentation – 30%
Fail: Incomplete and/or very poor pitch presentation
Pass: Complete but basic pitch presentation
Credit: Competent and well-prepared pitch presentation
Distinction: Detailed and very well-prepared pitch presentation
High Distinction Outstanding pitch presentation