MECO6936 Social Media Communication Assessment Brief 2026, Singapore

MECO6936 Assessment Brief

Learning outcomes

At the completion of this unit, you should be able to:

LO1. Explain core theories and frameworks of social media communication

LO2. Examine contemporary social media campaigns to identify strategic approaches, audience engagement tactics, and measurement metrics

LO3. Assess the effectiveness of social media campaigns by applying theoretical frameworks to real-world case studies

LO4. Design an original, effective, and ethical social media campaign

LO5. Develop content across multiple social media platforms, considering platform-specific affordances and audience behaviours

LO6. Defend campaign decisions based on theoretical principles and industry best practices

Social Media Campaign: Campaign Plan (up to 1800words, no more than 2000)

1A. The Social Issue

• Explain and show research into the social issue you have chosen.
• Show research into the social media industry and related environments beyond your specific social issue. Are there similar social media campaigns already in operation in this space?

1B. Campaign Objective and Key Message

• Clearly state your campaign’s objective(s).
• Highlight the key message you want to communicate to your audiences
• What is your call-to-action message?

1C. Audience Overview

• Give a detailed account of your intended audience, who they are, where they are, what they are doing and what they want from your social issue campaign.
• Show an understanding of how the social issue goals can be aligned with the audience demographics, psychographics, and behaviours.

1D. Platforms

• Provide an overview of the platforms you will use.
• To support this overview, conduct a synthesis of the literature you have read throughout the unit that specifically describes each platform you will use for your strategy.
• In this written material, you will clearly outline how the platform operates, what are the politics that surround its use, and what are the sorts of publishing techniques employed by its users.
• Finally, you will include a justification of why these platforms have been chosen and how they will assist your social media campaign.

1E. Content Strategy

• Describe your overall plan to encourage audience engagement and participation through content.
• Explain your content strategy: Why are you using a certain mix of content pillars? Why are you posting certain content (tactics)? Why are you posting at certain times? What is the purpose of content?
• Explain how your content will lead to the types of engagements you hope for.

1F. Influencer Strategy

• Explain your influencer strategy: Who will you select and why? How will you work with your selected influencer(s) under zero budget?
• Explain how your influencer choice will lead to the types of engagements you hope for.

1G. Social Media Analytics

• Demonstrate a comprehensive approach towards integrating social media metrics—which analytics are useful, how do you use them, how do they guide your management in relation to your campaign?

1H. Managing Community

• Describe how community management helps deliver a successful social media campaign for you.
• How will this role support and strengthen user engagement, while clearly describing the regulation for your chosen social media platforms?

Do you need to include a reference list? Yes, you must cite any literature including news articles, company reports, research articles, etc. that you have consulted.

You also need to include the Declaration for AI and Assessments.