Search and Social Media Marketing

Assessment Information/Brief 2021-22

To be used for all types of assessment and provided to students at the start of the module.

Information provided should be compatible with the detail contained in the approved module specification although may contain more information for clarity.

Module title

Search and Social Media Marketing (SSMM)

CRN 33137/33207
Level 7
Assessment title My Professional Digital Brand
Weighting within module This recorded PowerPoint presentation (mp4) assessment is worth 100% of the overall module mark.
Submission deadline date and time See OnlineCampus

Module Leader/Assessment set by

Mirage Islam

 

How to submit

Electronic Copy via OnlineCampus

Assessment task details and instructions

Please note that you need to produce a presentation, but this has to be based on practical tasks integral to this assignment:

Critically analyse one competitor website / blog and use of content and social media 

Create a digital marketing strategy and optimised personal digital footprint (including profile) sufficient to apply for a job of your choice. This has to include a number of social media profiles based on your justifications and one compulsory optimised blog post.   

Document your work in an Individual assessment report which should include:

Analysis

Plan

Implementation (Combination of work done in sections 1 & 2)

 The topic of the blog post is required to be focussed on:

 “How my time at Salford Business School has prepared me for a career in X*”

 *X is to be your career of choice. 

 Individual Assessment Report structure:

 Part A:  Analysis – 50 marks:

This should include identification of at least three main social media trends during this Covid-19 pandemic, providing narrative on notable changes to consumer behaviour by analysing the benefits, problems and challenges faced by businesses in using various social media marketing communication tools within complex global environments. 

You must conduct a Search and Social Media Marketing analysis for the latest recruitment trends, notable changes in consumer/professional online behaviour and those key skills and attributes that are desired by potential employers, in the area where you would like to work/provide services for. Identify the keywords for main industry specific skills

This should also include identification of a minimum of three key influencers and individuals who would make employment/hiring decisions or help in your application process

Identify top ten of your competitors in a table. You should conduct a thorough evaluation of their strengths and weaknesses in terms of their use of professional social media profiles – how often do they engage? What are their forms of engagement? What can you learn from their behaviour using social media profiles analysis tools and techniques? From this list, you must identify one competitor website/blog in your chosen field of preferred employment and undertake a comprehensive review of their site i.e. keywords, images, video etc.

Based on your analysis, identify the strengths and weaknesses, and provide narrative on how you plan to utilize for you own individual website/blog. Develop your personal benchmarks that you would like to attain within the given time and set up monitoring processes.

 This section should include:

–          Literature review (references to relevant academic research articles, reports and books) of latest thinking on digital marketing, keyword research methods and social media influencers.

–          A table of your Keyword Research findings.

–          A tabular justification (table) of keywords selected screen shots of current competitors ranking for your primary keyword terms. You can use different tools such as Google Keyword research tool, Google Trends, Google Insights for Search etc.

For social media profiles analysis, you could select main profiles and evaluate the frequency of their engagement as well as the top networks and the type of information produced and consumed.

 Part B: Plan – 25 marks:

 Based on your analysis:

You must produce a Search and Social Media Marketing strategy for 12 months

A practical SSMM plan that identifies you as an individual who is looking to establish a career in this field and therefore become a recognisable “brand”

This would include your online profile development with a view to being identified by employers as their preferred candidate of businesses, who might be interested working with you – if for example you are planning to be self-employed etc

 This section should include: 

–          Literature review (at least 5 references to relevant academic research articles, reports and books) on digital strategy development and thinking of legal and ethical implications of you being online.

–          Map out your target audience and how you will target particular networks and groups to channel your overall communications. Your long-term plan or strategy – what it is that you want to be known for and how this will help you in your future career.

–          Key SMART objectives – for your strategy implementation – using the Specific, Measurable, Achievable Realistic and Time bound indicators. These can be justified with industry benchmarks or examples of other profiles that you are using as a “template” or “guide” for your personal identity.

–          Critically justify the selection of specific Social Media platforms. For example, if you choose Twitter – how will it help your employment or business development? If you have chosen LinkedIn – why have you joined it and how do you link it to Twitter if at all and why? It may be a combination of many ie. TikTok, Instagram, YouTube etc.

–          A Gantt chart – indicating the main tasks you will be engaged in to implement your SSMM plan with clear starting dates and it should start with the day the assignment was handed out and end in a year.

–          Risk Assessment – outline the main risks, their potential impact and how you are going to monitor and mitigate these.

Part C: Practical plan implementation – 25 marks:

 Your personal/professional digital marketing strategy – As part of this process you have to implement your plan, an aspect of which has to be at least one optimised blog post, which will allow you to be noticed by the industry. Consider creating a profile on free platforms such as www.wordpress.com which allows you to install and customise a WordPress blog. You can choose the platform of your choice. Please show evidence of amplification.

Key criteria for your assessment is the development of a digital marketing strategy focusing on content/messaging and implementation of as many SSMM techniques as appropriate for your Search Engine Results Page (SERP) positioning. For example, how you have approached search engine optimisation, social media (including video, audio, etc.) or mobile opportunities. The more of your profiles you manage to rank on the first three pages, the higher your chances of being noticed. The keyword for the SERP positioning is your “first and last name” for example “Mirage Islam”. At least one other primary keyword for which you have to optimise your profiles is that related to the industry that you have identified in your plan

Based on your self-assessment you should draw conclusions on your performance and reflect how your profile could be improved

This section should include: 

–          Based on your plan (primary and secondary keywords) demonstrate how you put the theory into practice by developing and optimising your profile using appropriate online channels.

–          Screenshots of SERPS before and after you have started your project highlighting your digital identities and explaining how this will benefit you in the long term.

–          Screenshots of your different profiles and indication of how you have used your keyword research to optimise on-page and off-page assets. For example, how you wrote your Twitter profile description and used the primary keyword in the choice of your username and linking to your other online properties.

–          If you are using LinkedIn how you completed your professional profile and how you identified the relevant user discussion groups etc.

–          For the blog post you could take a screen shot and highlight in the code the positions of your keywords and their importance in helping you to rank for a particular keyword.

–          Self and Peer assessment

 (Total: 100 marks)

Assessed intended learning outcomes

On successful completion of this assessment, you will be able to:

Knowledge and Understanding.

1. Critically discuss the evolution of online marketing strategies and the latest trends and practices.

2. Critically discuss and evaluate websites based on their search and social media optimisation and digital presence.

3. Critically evaluate the principles and processes involved in developing integrated marketing communications, including the impact of technology and other environmental influences on marketing communications and the media.

4. Analyse the benefits, problems and challenges faced by businesses in using various social media marketing communication tools within complex global environments.

5. Critically evaluate the principles and processes involved in developing integrated marketing communications, including the impact of technology and other environmental influences on marketing communications and the media.

6. Develop a digital marketing strategy focusing on content/message leading to media/channel and tracking/measurement of implementation.

Transferable/Key Skills and other Attributes.

On completion of this module students will have had the opportunity to:

5.    Improve their planning, organising and time management skills

6.    Improve their research skills, data analysis and social media search strategy skill

7.    Develop their analytical and problem-solving skills

8.    Practice using initiative

9.    Develop effective written, oral communication and presentation skills

10.  Work both individually and collaboratively to solve a given problem

Module Aims

1.      To provide a critical insight into search and social media marketing and its strategic benefits to organisations operating within a digitally connected global marketplace.

2.      To enable students to develop a critical understanding of the constantly evolving strategies, theories, trends and techniques in the use of Search Engine Optimisation (SEO) and Social Media Optimisation (SMO) in marketing communications.

3.      To develop practical skills required for the audit, planning, implementation and evaluation of Search and Social Media Marketing activities.

Word count/ duration (if applicable)

Your recorded PowerPoint presentation assessment should be 25-30 minutes and uploaded to OnlineCampus.

Cribb Sheet: Individual Assessment Presentation Structure

Analysis
1. When deciding on your keywords use more than one data sources and be critical about the validity of data and method you are using for keyword selection – use academic as well as grey literature to justify your points
2. Download the keyword researched data into excel spread sheet to see competition levels not “High”, “Low” or “Medium”
3. For each of your Keywords justification is needed based on– Relevance, Specificity, Competition and Popularity
4. Where analysing competitors in your field state why you choose a particular network
5. Don’t forget to include in the appendices a sample job description
6. Take screenshots of your SERP before and after the optimisation process
7. Take screenshots of all the diagrams or data produced by the tools you use to inform your competitors research

This section should include:

• This should include identification of at least three main social media trends during this Covid-19 pandemic, providing narrative on notable changes to consumer behaviour by analysing the benefits, problems and challenges faced by businesses in using various social media marketing communication tools within complex global environments.
• You must conduct a Search and Social Media Marketing analysis for the latest recruitment trends, notable changes in consumer/professional online behaviour and those key skills and attributes that are desired by potential employers, in the area where you would like to work/provide services for. Identify the keywords for main industry specific skills
• This should also include identification of a mininmum of three key influencers and individuals who would make employment/hiring decisions or help in your application process
• Identify top ten of your competitors in a table. You should conduct a thorough evaluation of their strengths and weaknesses in terms of their use of professional social media profiles – how often do they engage? What are their forms of engagement? What can you learn from their behaviour using social media profiles analysis tools and techniques? From this list, you must identify one competitor website/blog in your chosen field of preferred employment and undertake a comprehensive review of their site ie keywords, images, video etc.
• Based on your analysis, identify the strengths and weaknesses and provide narrative on how you plan to utliise for you own individual website/blog. Develop your personal benchmarks that you would like to attain within the given time and set up monitoring processes.
• Literature review and industry insight related to (at least five references to relevant academic research articles, whitpapers, online sources, reports and books) of latest thinking on keyword research methods and analysis methods of social media influencers.
• A table of your Keyword Research findings using industry tools
• A table of keywords selected, screen shots of current competitors ranking for your primary keyword terms. You can use different tools such as Google Keyword research tool, UberSuggest, Moz KeywordsGoogle Trends, Google Insights for Search etc.

For social media profiles analysis, you could select main profiles and evaluate the frequency of their engagement as well as the top networks and the type of information produced and consumed.
Plan
8. You should have generally only one aim – What is it? Be clear!
9. Use SMART objectives – each objective should be one sentence.
10. For your plan – Gantt chart does not end in at the end of this module – since you need to really think about your employability and job market
11. Risk assessment – please use the table format

This section should include: –

• Literature review (at least five references to relevant academic research articles, white papers, online resources, reports and books) on digital strategy development and thinking of legal and ethical implications of you being online.
• Map out your target audience and how you will target particular networks and groups to channel your overall communications. Your long-term plan or strategy – what it is that you want to be known for and how this will help you in your future career.
• Key SMART objectives – for your strategy implementation – using the Specific, Measurable, Achievable Realistic and Time bound indicators. These can be justified with industry benchmarks or examples of other profiles that you are using as a “template” or “guide” for your personal identity.
• Critically justify the selection of specific Social Media platforms. For example, if you choose Twitter – how will it help your employment or business development? If you have chosen LinkedIn – why have you joined it and how do you link it to Twitter if at all and why? It may be a combination of many ie. TikTok, Instagram, YouTube etc.
• A Gantt chart – indicating the main tasks you will be engaged in to implement your SSMM plan with clear starting dates and it should start with the day the assignment was handed out and end in a year.
• Risk Assessment – outline the main risks, their potential impact and how you are going to monitor and mitigate these.

Practical implementation

12. For the practical blog post example make sure you include the exact keywords targeted
13. Everyone should include the self-assessment form in the appendix of your assignment
14. Where you can use screenshots for example SERPS – do make sure that you are not logged in to Google

This section should include:
• Your personal/professional digital marketing strategy – As part of this process you have to implement your plan, an aspect of which has to be at least one optimised blog post, which will allow you to be noticed by the industry. Consider creating a profile on free platforms such as www.wordpress.com which allows you to install and customise a WordPress blog. You may already have a site, alternatively you can choose the platform of your choice ie LinkedIn. Please show evidence of amplification.
• Key criteria for your assessment is the development of a digital marketing strategy focusing on content/messaging and implementation of as many SSMM techniques as appropriate for your Search Engine Results Page (SERP) positioning. For example, how you have approached search engine optimisation, social media (including video, audio, etc.) or mobile opportunities. The more of your profiles you manage to rank on the first three pages, the higher your chances of being noticed. The keyword for the SERP positioning is your “first and last name” for example “Mirage Islam”. At least one other primary keyword for which you have to optimise your profiles is that related to the industry that you have identified in your plan
• Based on your self-assessment you should draw conclusions on your performance and reflect how your profile could be improved
• Based on your plan (primary and secondary keywords) demonstrate how you put the theory into practice by developing and optimising your profile using appropriate online channels.
• Screenshots of SERPS before and after you have started your project highlighting your digital identities and explaining how this will benefit you in the long term.
• Screenshots of your different profiles and indication of how you have used your keyword research to optimise on-page and off-page assets. For example, how you wrote your Twitter profile description and used the primary keyword in the choice of your user name and linking to your other online properties.
• If you are using LinkedIn how you completed your professional profile and how you identified the relevant user discussion groups etc.
• For the blog post you could take a screen shot and highlight in the code the positions of your keywords and their importance in helping you to rank for a particular keyword.
• Reflection & Conclusion

GET A CUSTOMIZED PAPER