Unit 46: Social Media Practice
Unit code K/616/1777
Unit level 5
Credit value 15
Introduction
Facebook,
Twitter, LinkedIn, blogs of countless themes, the ability to leave comments
about news, online stores, file sharing platforms and wikis have become
essential elements of daily life. They have also become valuable tools in the
way that businesses communicate with their existing and potential audiences.
Social media has transformed the way that people and businesses communicate by
allowing engagement across multiple channels with greater personalisation and
targeted dissemination.
While we are
experiencing a time of transformation that generates interesting opportunities,
we are also faced with new challenges for organisations and individuals. The
rapid grown in social media raises questions about authorship, authenticity,
and privacy, to name but a few.
This unit
explores this new cultural ecosystem, where we use new practices of communication
and social interaction through social media.
Upon successful
completion of this unit, students will be able to analyse a market to plan and
develop strategic communication campaigns through social media.
Learning Outcomes and Assessment Criteria
Pass | Merit | Distinction |
LO1 Explain the key concepts and features of social media in different creative media practices | |
P1 Explain the key concepts of social media for businesses P2 Discuss the influence of business and cultural factors on the development of social media | M1 Evaluate the use of social media, in the relationship between businesses and consumers | LO1 and LO2 D1 Critically analyse how social media is used by organisations to develop and promote business aims |
LO2 Discuss the uses of social media and their impact on market and audience | |
P3 Explore the use of social media platforms for different communication objectives P4 Discuss the impact of different forms of social media on brand awareness and consumer engagement | M2 Critically evaluate different social media platforms to identify their areas of greatest influence | |
Pass | Merit | Distinction |
LO3 Develop a social media strategy for a creative media organisation, based on client need, market and user research | |
P5 Evaluate market and user research to define aims and objectives for a social media strategy, in response to a given brief P6 Create a social media strategy to address client needs and meet customer expectations | M3 Justify the selection of technology platforms and tools for use in a social media strategy | LO3 and LO4 D2 Critically evaluate own social media strategy and plan, highlighting the way it will support the aims and objectives of a social media strategy |
LO4 Present a social media plan for a creative media production organisation | |
P7 Develop a social media plan, including content creation, scheduling and monitoring P8 Present a social media plan that communicates the way in which it meets customer and client needs | M4 Critically analyse a social media strategy and define the metrics required for social media analytics | |
Learning
Outcomes
By the end
of this unit students will be able to:
1. Explain the key concepts and features of
social media in different creative media practices
2. Discuss the uses of social media and
their impact on market and audience
3. Develop a social media strategy for a
creative media organisation, based on client need, market and user research
4. Present a social media plan for a
creative media production organisation.
Essential content
LO1 Explain
the key concepts and features of social media in different creative media
practices
Social media concepts:
·
Interactivity
User-generated User profiles
·
Community/Interest-driven.
Media
environment: Technologies Globalisation Interactive/Reactive
·
User-Generated
Content (UGC) Social networking
·
Culture
and society.
Social media
and journalism:
·
Online
journalism Citizen journalism.
·
Social
media and marketing/advertising:
·
Business
to Consumer (B2C) Business to Business (B2B).
·
Social
media roles: Social media manager Community manager.
·
Social
gaming
LO2 Discuss
the uses of social media and their impact on market and audience
Social media
use by individuals:
·
Social
networking Personal objectives Entertainment Social interaction
·
Consumer-to-consumer
recommendations Blogging.
·
Social
media use by organisations:
·
Enterprise
2.0
·
Corporate
Use of social media: Brand building, culture of the company, positioning in social
networks
·
Social
media engagement: Customer service, shared values
·
Communication
and advertising: Internal communication, external communication, contents,
platforms.
LO3 Develop
a social media strategy for a creative media organisation, based on client
need, market and user research
Social media
strategy:
·
Market
research Competitor analysis Aims/Objectives Content Strategy.
·
Social
media and other marketing/advertising:
·
Coordination
and convergence Shared assets.
Content
management:
·
Creation
Dissemination Visibility
·
Professional
social media management Social media analytics.
LO4 Present
a social media plan for a creative media production organisation
Social media
plan: Aims/Objectives Content Scheduling
·
User
engagement.
·
Market
testing:
·
Focus
groups Questionnaire/Survey Interviews.
·
Social
media analytics: Analytics process Data sources
·
Data
searching Data modelling Insights Metrics ‘Followers’ ‘Likes’
·
Click-thru
rate
·
Customer
attitudes/behaviours.
