Part A Task Description:
Assessment 2-Part A focuses on: exploring the social-media tactics and activities of selected brands, social-media listening and analysis of the voice of the customer (VoC) online, producing social-media content for brands, and keyword analysis to develop a personal LinkedIn profile. You must complete all tasks in the first few workshops (join a group, create the Group’s FB Page, develop rules of engagement, select retailers from one category) before working on this report. Students have to complete their own (individual) Part A report and submit it via TurnItIn.
Section 1: Analysis of the Voice of the Customer (VoC):
In approximately 300 words, provide a summary of the salient VoC views available across relevant social-media channels for your selected brands (e.g., activities on Facebook, Twitter, SnapChat, Instagram, LinkedIn and any other relevant social-media channel). To do so, explore the posts, comments, reviews, images, emoji and any other interactions by the customers on the selected brand’s social-media channels.
Take note of any VoC activity that indicates positive or negative customer experience (e.g. use screenshots, and report the links). Save screenshots of each record and analyse the VoC. Use the format in Table 1 as an example of a simple VoC analysis using social-media netnography. (Also refer to the example assignments on Blackboard.) You can also use an appendix to present screenshots.
Tables and appendices are not included in the assignment’s word count. Week 5 activities should assist with the task in this section; however, additional research is required. You must ensure that all
figures/images presented in the report are clearly visible (i.e. legible). The use of arrows and circles with text descriptions to highlight important areas of an image is recommended. If required, use an A3-page-size format for the table.
Section 2: Social-media content for the brands:
Imagine your group is a newly formed team within a digital-marketing agency, and the brands selected for the assignment are clients of the agency. Each member has to create two Facebook Page posts (one post for each brand) using Canva to address an issue identified in the VoC analysis (i.e., section 1). Publish the posts on the group’s private Facebook Page.
Ensure that the post content matches both the brand and the intended audience appropriately. Members of each group are recommended to share ideas. Once posted, seek opinions from other group members. In the report, present screenshots of the posts, accompanied by a 200-word summary explaining the reasoning and intention behind the posts. When writing the summary, imagine you are trying to get your manager to invest in your ideas – discuss why you believe the posts would be effective in engaging with
customers.
Section 3: Personal branding in LinkedIn:
LinkedIn is an important B2B and networking social media platform. Therefore, understanding what is required for a good profile will benefit you when seeking a job and/or networking/business opportunities.
For this section, you are required to create a LinkedIn profile (if you do not already have one) and optimize key aspects/sections of your LinkedIn profile, such as the profile picture, about, experience, education, public profile UR, and the profile’s public visibility; Week 7 and 9 activities should assist with this task. (Note: Little or no content across these sections will negatively affect the marks awarded for this section.) Using the ‘save to pdf’ option available in your LinkedIn profile, export your optimized profile and attach it for this section.
