Unit 46: Social Media Practice
Unit code K/616/1777
Unit level 5
Credit value 15
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
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.
explores this new cultural ecosystem, where we use new practices of communication
and social interaction through social media.
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
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
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
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.
the key concepts and features of social media in different creative media
Social media concepts:
User-generated User profiles
environment: Technologies Globalisation Interactive/Reactive
Content (UGC) Social networking
journalism Citizen journalism.
media and marketing/advertising:
to Consumer (B2C) Business to Business (B2B).
media roles: Social media manager Community manager.
the uses of social media and their impact on market and audience
use by individuals:
networking Personal objectives Entertainment Social interaction
media use by organisations:
Use of social media: Brand building, culture of the company, positioning in social
media engagement: Customer service, shared values
and advertising: Internal communication, external communication, contents,
a social media strategy for a creative media organisation, based on client
need, market and user research
research Competitor analysis Aims/Objectives Content Strategy.
media and other marketing/advertising:
and convergence Shared assets.
social media management Social media analytics.
a social media plan for a creative media production organisation
plan: Aims/Objectives Content Scheduling
groups Questionnaire/Survey Interviews.
media analytics: Analytics process Data sources
searching Data modelling Insights Metrics ‘Followers’ ‘Likes’