Apply a range of social media analytics techniques

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Reference no: EM134039746 , Length: Word Count:1500

Marketing and Social Media Analytics

Task
This assessment is to be done individually.
You are to write a 1,500-word report (not including the Appendix) about Influencers and Social Media Markers

You will receive marks for content, original thinking, sound usage of Generative Artificial Intelligence (GenAI), recommendations made that are specifically tailored to the case study that your facilitator assigns to your class, appropriate structure and referencing.

Assessment Description

This assessment refers to the following subject learning outcomes:

LO3: Apply a range of social media analytics techniques
LO4: Analyse and communicate data-driven insights and recommendations derived from marketing and social media analytics to diverse stakeholders

Background

You are the Digital Marketing Officer in charge of picking a social media influencer to be the face of a marketing campaign, designed by you with the assistance of GenAI tools, for your organisation, which will be assigned to you by your facilitator.

Assessment Instructions

You have been asked to write a report on (1) your chosen influencer for the organisation assigned to you, (2) the criteria you used in selecting this influencer and (3) a marketing campaign, developed initially with the assistance of GenAI tools and further refined by your original thinking into a final version, that the organisation will use the influencer in to achieve a desired business outcome.

As part of your research and decision-making process, you must gather and analyse various social media data, which can include (this list is not exhaustive):
Follower reach

Audience type (real people, influencers, and non-engaged)

Demographics

Likes-to-comments ratio

Brand mentions

Engagement rates

Competitors' use of influencers

You MUST use GenAI tools, such as ChatGPT and DALL-E, to develop an initial marketing campaign that your organisation will use your recommended influencer for and document your usage of GenAI tools in the Appendix of your report

You MUST make three changes to the initial marketing campaign that the GenAI tools you used returned to you, and justify why you chose to make these specific changes towards the final marketing campaign

Your report should include the following:

An executive summary containing the most important insights from your report (part of the 5-points total awarded for Body, Structure and Referencing)

What criteria were used, and why these specifically, in determining whom to consider approaching to become an influencer for the organisation assigned to you

What social media data were accessed and analysed that led to your selection of an influencer

An initial marketing campaign, created by GenAI tools that you prompted

Three changes you have made to the initial marketing campaign that the GenAI tools returned to you, with justification of why you chose these specific parts of the initial marketing campaign to change, and what actual changes you have implemented to make the final marketing campaign more relevant to the organisation and the influencer (5 points in total for all components of the marketing campaign)

An Appendix containing the prompts given to, and responses received back from, the GenAI tools that you used in generating the initial marketing campaign

A list of at least ten references in Harvard format at the end of your report (part of the 5 points awarded for Body, Structure and Referencing)

Below is guidance on how to document your Generative AI interactions in the Appendix:

In your submission, include an Appendix, not counted towards the word limit, with:

All your prompts

The responses from Generative AI

Brief explanation (100 words) of how you used/modified the AI insights

Reference no: EM134039746

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