Community Management Portfolio Report
Assessment #3 considers how your client this semester may execute a community management program. Your report will consist of an overview of the role that social media may play in your client’s relationship building. Your Community Management Portfolio will consist of a social media strategy, content pillars and content creation. You are to justify your recommendations and use theory to support your rationale.
Note: Please do not contact your client. Your word count may go 10% over or under the word limit. Consultations (emails, face-to-face, phone or online) for written assessments end 48 hours before the due date. The teaching team will not respond questions about Assessment after 23:59pm on 27 May 2020.
You are to provide a rationale for your client regarding the role the social media program will take within the marketing and advertising processes and how this links to your consumer insights. You should address the following:
- Summarise the purpose of this report (i.e., why your client should have a social media strategy or a community management program).
- Mention how your consumer insight relates to the social media strategy.
- Justify the relevance of a social media campaign to their brand and product using academic and industry sources.
- Identify related ethical issues for risk management purposes.
2.0 Social Media Strategy (approx. 600 words)
You are to develop a social media strategy for your client. This social media strategy outlines the purpose of social media for your client, an overview of who you are targeting and what you are wanting to achieve from this strategy (e.g., increased engagement, new clients, information sharing). There is no budget for your social media strategy, as you are using your client’s social media platforms. Your strategy should discuss the social media options that are appropriate for your client and justify your recommendations. As part of your strategy you are to develop three topic content pillars that are appropriate to your client and consumer insight. You should address the following:
- Recommend social media options to the client.
- Explain why the options are appropriate and ethical, and how they will work together to form a strategic approach and benefit the brand.
- Justify your recommendations to convince the client that this is the way forward.
- Indicate how often each social media platform should post and provide some type of justification as to why it needs to be this often. Explain what will be achieved by doing this.
- Explain how success will be measured in relation to the objectives of the campaign.
- Provide three content pillars (i.e., themes for your social media content) in relation to your consumer insight. Make sure the pillars are relevant and interesting and cover different types of content. Consider what is important and of interest to your target audience. The pillars need to be consumer focused rather than brand focused. Make sure that your pillars are clearly different from each other to provide some variety.
3.0 Campaign Calendar (approx. 400 words)
You are now to select a four-week campaign (you can choose any month of the year) depending on what is happening in that month that might be relevant to your brand (e.g. if you were developing a strategy for a florist, you may pick February to make Valentine’s Day your focus). Consider how social media will be used across the four-week period. Using a basic social media template (provided on Blackboard) you are to develop a social media calendar for the month you have selected. You should consider the following:Use the template on Blackboard you are to develop a four-week campaign calendar in any month of the year. Submit it as a screenshot in the Word file. The calendar does not count toward the word count.
- Consider what is going on in this month that is relevant to your brand and target audience (e.g., Christmas shopping in December).
- Show clearly when you are recommending that the social media strategy should be scheduled. Justify why your recommended social media platforms are relevant and how often they should have new content using academic and industry sources.
4.0 Content Creation (approx. 200 words)
You are to choose one of the three content pillars and develop three content pieces for this pillar. Each piece of content should relate to a different social media platform (e.g., Facebook video, Instagram, Blog post, Instagram video. However, you must do three separate pieces for three separate platforms (e.g., don’t do three Instagram posts). Make sure that your content is specific to the social media that is discussed in your strategy. With each piece of content you are to provide justification as to why this content is appropriate and why it is useful for your social media strategy. You are going to be graded on the creative approach that you take with the content creation (e.g., its relevant to your target audience, content pillars and consumer insight) You should address the following:
- Develop three separate pieces of content (make sure that they are for different platforms) that all relate to one content pillar.
- Provide explanations of why each content is relevant to the content pillar.
- Make sure your content is creative and interesting to your target audience. Think about whether they are likely to share this content (e.g., generating earned media).
- Think about whether the content is educational, informational or amusing.
- Make sure it relates to one content pillar and provides value to your brand.
- If you have used a photo sourced online make sure that you acknowledge where it came from.
The aim of this section of the assessment is to give you an opportunity to try developing content for a brand. This is something that you are very likely going to need to do at some stage if you work in marketing or advertising. If your content is a video then no need to film a video, a storyboard will do.
Make sure that you provide an explanation of why each piece of content is relevant to the pillars. The content pieces do not count toward the word count. But the explanation does.