ALR206 social media strategy and tactics 代写

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  • ALR206 social media strategy and tactics 代写
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    Week Two: Research, planning and
    evaluation
    Today
    ■ Research
    ■ Research tools
    ■ PR planning and social media
    ■ Evaluating social media activities
    ■ Assignment 1 overview
    ■ Group formation
    ■ Next week

    ALR206 social media strategy and tactics 代写
    Research focus
    ■ Insights
    – To better understand audience behaviour and opinions
    ■ Influence
    – To understand who are the most powerful conversationalists
    ■ Messaging
    – To sense check the language that an organisation uses in its communication
    Carroll, G 2013, p.36
    Using online tools for PR research
    Have a look at one of the following tools and consider the implications of social media
    research. You may want to focus on a particular issue or topic and see what you find.
    1. What sort of data is available?
    2. Where does it pull information from (e.g. which
    social media sites?)
    3. Is it user-friendly?
    4. What do you like/dislike about it?
    5. How meaningful is the information?
    6. How could this tool be used in PR research?
    PR planning
    Developing the organisation’s trust capital, identity and reputation
    Developing a sense of attachment and transparency to bring out
    ambassadors
    Aggregating a community around a common project e.g. associating
    the organisation with a particular cause/issue/lifestyle etc.
    Adapted from Charest, Bouffard & Zajmovic 2016
    PR plan outline
    1. Situation Analysis
    1. Background/SWOT
    2. Research
    3. Problem/opportunity
    statements
    2. Objectives
    3. Target publics
    4.Persuasive Strategy
    Statement
    5.Key messages
    6.Tactics and timing
    7.Evaluation
    7 Cs of building a social media strategy
    1. Community
    2. Content
    3. Curation
    4. Creation
    5. Connection
    6. Conversation
    7. Conversion
    Adapted from Royce 2012, PRIA.com.au
    Content planning for blogs
    Some starting points:
    ■ Timing
    ■ Goals
    ■ Content formats (text, video,
    audio etc.)
    ■ Embedding social media
    content/feeds
    ■ Resources
    ■ Collaborations
    ■ Audience engagements
    ■ Calls-to-action
    ■ Linking in with other bloggers
    ■ Writing styles (narrative,
    listicles etc.)
    Example template
    Date Topic Content
    type
    Title Tone Possible
    resources
    To do Category Tags
    Week 1 Introduction Narrative
    and
    embedded
    photos
    My first blog
    post
    Conversational Social
    media
    PR;
    blogging;
    introductio
    n
    Week 2 Planning Listicle with
    links and
    screen
    shots
    TBA Professional Social
    media
    examiner
    website
    PR planning Content
    planning;

    ALR206 social media strategy and tactics 代写
    PR
    research;
    PR, public
    relations;
    social
    media
    Week 3 Interview
    Ashley
    Stone from
    PR Agency
    Discussion topic
    What is the value of a “like”?
    Measurement and evaluation: Social
    media analysis
    Understanding social media metrics is important
    ■ Engagement
    ■ Click through rate
    ■ Sharing
    ■ Sentiment
    ■ Performing a specific task
    Assignment 1 information
    Write a report which critically analyses and compares the social media use of two similar
    organisations. Evaluate the effectiveness of the organisations' social media strategies. Draw from
    academic research to substantiate your analysis.
    Reference your report using Harvard style. A minimum of four references is required. At least two
    references should be located by the student.
    Report format
    The report should include an Introduction and Conclusion. It is up to you to determine subheadings for
    the body of your report based on your analysis (e.g. specific components of the organisations' social
    media use you choose to focus on, tactics, language etc.)
    As this is a report, you may use graphs or images to enhance your analysis. These are not included in
    the word count (but should be referenced if they are not your own). Title each image with a caption
    (e.g. Figure 1) and refer to the image using this caption in the body of your report.
    Harvard referencing is required.
    Group assignment
    Today we are forming groups of 3-4 for the group assignment.
    Once groups are finalised, you will be allocated a discussion
    forum on CloudDeakin. You can choose to continue working with
    this or choose other ways to communicate.
    Your fictional organisation will be posted to this discussion area
    by the Unit Chair when your group has been formed.
    This week’s blog topic
    This week you have options for your blog post topic, either:
    A. Undertake content planning for your blog. Write about the process and
    any tools you are using; or
    B. What are the best tools available to PR practitioners to research and
    evaluate social media content?
    Overview
    ■ Research
    ■ Research tools
    ■ Planning for PR and social media
    ■ Content planning
    ■ Evaluation
    ■ Assignment 1 information
    ■ Group assignment
    Next week
    Writing for social media
    ■ Different styles for different social media sites
    ■ Best practices
    ■ Blog writing masterclass
    And
    ■ Dedicate some time to get started with the group assignment
    ■ Contact tutor about organisations for assignment 1


     
    Write a report which critically analyses and compares the social media use of two similar organisations. Evaluate the effectiveness of the organisations' social media strategies. Draw from academic research to substantiate your analysis.
    Reference your report using Harvard style. A minimum of four references is required. At least two references should be located by the student.
    Report format
    The report should include an Introduction and Conclusion. It is up to you to determine subheadings for the body of your report based on your analysis (e.g. specific components of the organisations' social media use you choose to focus on, tactics, language etc.)
    As this is a report, you may use graphs or images to enhance your analysis. These are not included in the word count (but should be referenced if they are not your own). Title each image with a caption (e.g. Figure 1) and refer to the image using this caption in the body of your report.
    Academic Skills has developed this information about Report writing you might find useful.
    Harvard referencing is required.
    Word Count: 1200 words

    ALR206 social media strategy and tactics 代写