ECOM 322: Social Media Marketing
1st Semester/2020-2021
Project Assignment
In this project, you will work individually to provide social media consulting. You own a Social Media consulting company, and your company has been selected to work with a new Saudi organization (business or non-profit) of your choice (select a business of any industry). And they are planning to market and present their products or services on social media such as Instagram, Twitter, Snapchat, Foursquare, Facebook, YouTube and Blog…. etc.
The goal is to assess where the business is, in terms of their social media use and activities, while providing a sense of what you [As social media marketer] could do for them to develop their Social Media Marketing Plan [SMMP].
Within the SMMP, the student should decide what social media platform should be used, setting social media marketing goals and what content will be shared and create accounts on popular social media platforms like Instagram, Twitter, Snapchat, Foursquare, Facebook, YouTube and Blog…. etc.
For this part of the assignment, you need to write a report that describe the following aspects of the business.
Brief overview [Brand Summary & Social Media Accounts] [1.5 marks]
Audit your social media platforms performance [2 marks]
Social media benchmarking [3 marks]
SWOT Analysis [1 mark]
Research your target audience [1 mark]
Develop your social media brand/business standards [2 marks]
Implementation [Content Ideas] [4.5 marks]
Determine the purpose/goal
Ideal time for Posting
What types of content will you create and share on each channel? And what types of content will help you driving people to your website and local store?
What percentage of your posts will be promotional, if any
How many hashtags will you use in your Twitter and Instagram posts (List 3 or 4)?
Regarding influencer marketing strategy, select 3 influencers and evaluate the following:
Evaluation and Measuring [1.5 marks]
Budget [1 mark]
Conclusion [1 mark]
Reference list
Find creative store/business name [Doesn’t exist].
Describe the industry and company.
Create proper social media accounts [such as Twitter, Instagram and Snapchat]. And provide screenshots of the accounts that you’ll use across all social platforms.
Explain the competitive advantage in order to show how the company can realize significant gains by using SMM and what do you want to achieve with social media?
After creating your social media accounts, share it with your colleagues.
All students are required to participate/engage [likes, comments, tags or share] and provide screenshots.
Social media marketing statistics will give you the vision you need to improve your plan, check your account’s statistics [ex: Twitter analytics, Instagram Insights] and attach a screenshot to your report.
After that, you must analyze the company’s use of the social media by examining their presence on the following social media platforms:
Metric
Sentiment
Reach
Company Posts
Feedback
Average response time to feedback
Platform 1
Platform 2
Platform 3
Note: you can use any free online Sentiment Analysis tools to evaluate your social media presence.
Review the social media accounts of five local competitors and pay attention to their tone and personality and analyze your competition’s social media platforms, base your analysis on what you’ve observed on your competitor’s social media accounts across all platforms.
For each competitor answer the following questions:
How your competitors use each platform?
What type of content are they posting? And social media platforms used?
What content is getting the highest engagement [e.g. retweet, likes, comments]?
How many followers do they have?
How often do they post [daily, weekly or monthly]?
Do they respond to comments? And how?
Are your competitors successful on these platforms?
Note: You can use any free online third-party platform for further analysis.
Conduct a social media SWOT analysis for your business. And after completing SWOT analysis, think about the results and act accordingly.
How can a SWOT analysis help your business?
Based on the finding from your social media audit, write the goals and strategies section of your SMMP.
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