Multiplatform Social Media Strategy
Multiplatform Social Media Strategy
In this task, you will be developing a multiplatform social media strategy for your client, responding to the audit conducted for assessment two. You will be expected to produce a report that delivers a series of evidence-based recommendations to improve the client’s communication strategy. You will also be required to submit two indicative examples of social content.
You will be provided with a strategy template that provides a guide to the structure your report should follow. You are strongly encouraged to stick to the template, consulting your tutor before making any major changes.
Your strategy can involve whatever social media platforms you think are most appropriate for the client, taking into account the organization’s needs and informed by your audience and content analysis conducted in Assignment 2. You can only select two or three platforms. Selecting three platforms will not disadvantage you. We will be marking work based on the coherence and logic of the strategy, not the amount of platforms you choose. The choice of platforms should be justified in the strategy, and should be informed by the work done in the audience and content audit.
The communication strategy needs to:
- Summarise the audit conducted in A2 and briefly outline the major issues you found.
- Outline a recommended strategy in detail and justify choices.
- Outline possible options for sample content and justify choices.
- Outline and justify a recommended risk management strategy.
In addition to this, the strategy should also feature two pieces of sample content. We will explain what sort of content you might produce later in this brief.
Decisions and recommendations should be made with reference to the audience and content audit previously conducted, the practices of leading organisations across the sector who are skilled social media communicators, and industry and scholarly literature. This is a significant research task. You will need to find evidence from digital marketing professionals (i.e. professional blogs and analyses), research reports, and scholarly literature to support your recommendations. Recommendations that are not supported by evidence will not achieve the level of analysis required.
The background is essentially a short summary of your findings from A2. However, you have less space to work with so do not go into extensive detail. Instead, we want you to briefly outline the organisation, its audience and the current performance of its content. We don’t mind if you reuse one or two sentences (i.e. your description of the business) but you should focus on improving what you submitted for A2 by summarising your findings in a concise and readable fashion (like an executive summary).
Your recommended strategy should clearly outline the goal(s) and detail what changes will be made to the current approach. The execution section should show a detailed understanding of the social media space and any recommendation must be evidence based, feasible and supported by industry literature or best practice. While most of the template is focused on the production and posting of social media content and messaging, you might also want to mention a range of broader strategies here that go beyond the scope of the document like competitions or events (if relevant). The execution should also mention if you are targeting a new audience or taking content in a new direction and provide a justification for this approach.
We want you to produce two pieces of sample content, which can be on-site (owned i.e. on a hypothetical website) or off-site (i.e. on social media). There is no word count for content. That is, the content you produce is in addition to the 1500 word strategy. However, do not go overboard. Remember that we are analysing the whole strategy and that content is only addressed in one criterion.
Content covers a lot of things. It can be anything from a case study to a webinar. However, for the purposes of this assessment, we want you to create something small and manageable. Your options are:
- An Instagram post.
- A Tweet.
- A Short Video (as one piece or as an example “story”).
- A mocked-up endorsement from a celebrity/influencer.
- A short article for a website (500 words max). This can be the whole article or the beginning of a longer piece.
We are open to other approaches but if you want to do something else, make sure to consult with your tutor first.
You do not need to create a fake profile for the business. For example, if you are making an Instagram post, you can just insert an example image with appropriate text and hashtags, or mock up an example Instagram post using an image editing program and screenshots.
Content can be inserted directly into the strategy or at the back as an appendix. You can send any video content to your tutor as a link via email so long as it is hosted in a publically accessible site (e.g. Youtube, Vimeo). You are responsible for managing and ensuring any video content is accessible by your tutor for the duration of the assessment period until results are released after semester.
There is also a short section in the template asking you to justify your specific pieces of content (as opposed to the broader content strategy, which is covered in execution). As per the rest of the brief, justify your choices with reference to the audience and content audit previously conducted, the practices of leading organisations across the sector who are skilled social media communicators, and industry and scholarly literature. This justification is included in your overall word count, so be concise and evidence based in offering this statement.
Content Frequency and Timing
The strategy will need to make suggestions about the frequency of content as well as the timing for posting on social media accounts, taking into consideration the size of the organization and its ability to dedicate resources to social media. For example, a social media strategy that suggests multiple posts per day for an organization that consists of only one or two full-time staff may not be a feasible strategy. The best strategies will be informed by industry literature, best practice examples from competitors, and expert advice about content frequency and timing.
Messaging and Interaction
This section should clearly outline a “voice” and “attitude” for your client on social media and set out a clear set of high-level directions that could be understood by various employees who may be using each social account. Things to include here include (but are not limited to) recommended (or mandatory hashtags), directions on style (i.e. use of exclamation marks) and when to engage with and respond to customers on specific platforms (if at all). This can be further explored in the risk section.
In the messaging and interaction section you might also consider articulating a messaging framework:
After engaging with our content for a few minutes, people should feel X because they understand that we provide X and X
Our content demonstrates that we provide just what our users need because X.
A discussion of the risks associated with the strategy may wish to draw upon themes and readings from the subject, including discussion of normative expectations around particular topics, themes and platforms. You may wish to consider the range of risks presented by the selected social media platforms and the role of anonymity/pseudonymity as well as the use of real names on different social media platforms. The report should make targeted suggestions for how to minimize risk for the organization in a way that still achieves the aims of the strategy.
If you do not already have a prior relationship with the organization you are creating your strategy for (e.g. if you do not work or volunteer with the organization, or do not know someone involved) then please avoid contacting the organization. If for some reason you do have to contact the organization please minimize any impact or intrusion, remembering that you are representing the University through your actions. Be polite, professional and respectful in all interactions.
Writing and Style
It is important to write clearly and concisely, in a report style. Make your points easy to understand and ensure that the report is readable and follows the template guidelines. Do not submit an essay.
Core Questions to guide your strategy:
Content Product: What content should we produce, procure, curate and share?
Audience: Who is that content for?
User Needs: Why do those audiences need or expect that content from us?
Business Goals: What outcomes does providing this content help us achieve?
The emphasis in terms of this assessment and the criteria is on your research skills, the depth and quality of your analysis and your ability to devise a new communication strategy for a potential client.