1. Evaluate a range of social media platforms and their suitability to reach identified target audiences.
Knowledge and Understanding
Learning
Problem Solving

2. Develop a social media strategy appropriate to meet business objectives.
Application

3. Analyse digital content to compare and contrast effectiveness of social media tools.
Analysis
Communication

1. Initial Assessment – MCQ - (0.5hr) (15%) (LO1)

2. Individual unlisted YouTube video presentation of 15 minutes outlining social media strategy. The presentation will be based on the development of a social media strategy for a case study organisation. The audience will be the directors of that organisation. (15 mins) (85%) (LOs 2 & 3)

In this module you will explore the concept of building awareness and generating leads using Social Media. This will include identifying the right target audience, analysing the best-in-class and competitors, understanding the customer journey to gain leads, developing a social media campaign, and monitoring plus adapting the campaign in real-time. The module will demonstrate social media inbound and paid strategies, the impact of mobile campaigns across various platforms and the impact of social media on SEO strategies. This will include live case-studies and hands-on experience of using online social media tools such as SEMrush, Hubspot and AHref.

Social media is a powerful tool that can be used effectively (and safely) in the pursuit of value creation for a business. In this module, you will explore the different types of social media, and how and where to leverage the variety of contemporary platforms and channels to best effect.

This module will demonstrate how the best-in-class organisations effectively use social media to develop their brand, customer base and sales. It will introduce key concepts through a variety of online presentation methods and analytical tools to identify the effectiveness of social media posts and platforms on target audiences and monitoring the changes in customer viewing plus buying behaviours. The module will use live social media data from organisations to demonstrate its impact on customer satisfaction, engagement, and revenue.

You will undertake ‘formative’ assessments during the module to help you monitor your learning and provide you and us with ongoing feedback on your progress, that helps you prepare for the ‘summative assessment(s) during or at the end of the module.

Stjernfelt, F. & Lauritzen, A.M. 2020, Your Post has been Removed, Springer, Cham.

Scott, D.M. 2011, The new rules of marketing & PR: how to use social media, online video, mobile applications, blogs, news releases, & viral marketing to reach buyers directly, 3rd edn, Wiley, Hoboken, N.J.

Guo, H., Goodchild, M.F. & Annoni, A. 2020; 2019;, Manual of Digital Earth, Springer, Singapore.

Smith, P.R. & Zook, Z. Marketing communications: integrating offline and online with social media, 5th edn, .

The University Library and Learning Resources - books and academic journals
The module VLE
Electronic data bases
Learning support materials
Online Tools, Internet

https://www.hubspot.com/
https://www.semrush.com/
https://ahrefs.com/
https://www.google.co.uk/
https://neilpatel.com/training/youtube-unlocked/case-studies/

N/A