Assignment 1: Digital Content Creation, Publishing And Analysis
Start Assignment
Due Sunday by 23:59 Points 25Submitting a file upload
Assignment 1: Digital Content Creation, Publishing And Analysis
Value: 25%
Group or individual: Individual
Word limit: Facebook post = 80-100 words, Analysis = 1,000 words (+/- 10%)
Unit Learning Outcomes:
ULO1: Appraise digital and social media marketing tactics and/or strategies in the development of an online presence in a global business environment.
ULO2: Assess an authentic social media marketing campaign to identify areas of success and propose recommendations for improvements.
Assessment 1: Digital Marketing Content Creation, Publishing and Analysis (Individual Assessment) (25% of the final grade)
Please note: The case study for this assessment is The Digital Marketing Crew brand (our unit’s brand). The Digital Marketing Crew is our brand which we are managing for the purposes of teaching and learning in this unit. This brand had previously been named Social Studio Digital Hub, however, has recently been rebranded. This brand has presence on Facebook and has its own website (www.thedigitalmarketingcrew.comLinks to an external site.).
In this assessment, you are stepping into the shoes of a Digital Content Manager responsible for marketing this brand via social media.
This assessment consists of:
Social Media Content Creation – using ChatGPT, create a draft Facebook post promoting the case study brand.
Social Media Content Publishing – using ‘Create Post’ function in Hootsuite, publish one post promoting the case study brand onto The Digital Marketing Crew Facebook page.
Social Media Analysis – using the Analytics function in Hootsuite assess The Digital Marketing Crew’s Facebook page performance for the past 12 months.
Written report about the above points as per instructions below.
This individual assessment is designed to refine and apply your social media content creation, publishing and analysis skills using Hootsuite and ChatGPT.
In weeks 1-6, you will receive log-in details for Hootsuite and instructions for ChatGPT, and you will do hands-on activities which will assist you with this assessment.
It is imperative that you attend the on-campus sessions or, if you’re an online student, that you participate in the online weekly activities, online discussion boards and online sessions (as per schedule), which will further prepare you for this assessment.
Value:
25% of the unit
Format:
1. One (1) post promoting the case study brand, to be published onto ‘The Digital Marketing Crew’ Facebook page using Hootsuite’s ‘Create-Post’ function.
2. A written report in pdf or MS Word format must be submitted via Assessment 1 submission point on this unit’s Canvas site. The report should be written in Arial, 10 font size, single spaced, and should include the following:
· A copy of the draft post generated by ChatGPT (80 words max).
· A written reflection explaining whether and how the ChatGPT draft post met the Effective Content Marketing Checklist. In your reflection, identify which parts of the ChatGPT generated post you have updated when finalising it for publication and why you have done so. Clearly articulate which parts of the final post were generated by ChatGPT and which parts were developed by you. (300 words).
· A transcript of all wording in the final post you had published on Facebook. This is a transcript of all the words you have in your post (80-100 words max).
· A screenshot of your published post on ‘The Digital Marketing Crew’ Facebook page.
· A written overview, key findings and recommendations for the brand based on the Analytics reports produced in Hootsuite. (approx. 600 words)
For more details, refer to the “Instructions” section below.
Due date & time:
Friday 24 March 2023 by 11:59pm AWST [Extended Due Date to Sunday 26 March 2023 by 11:59PM AWST]
How to submit:
1. Use the ‘Create-Post’ function on Hootsuite to publish one (1) post on ‘The Digital Marketing Crew’ Facebook page.
2. Submit your written report as a MS Word or Adobe pdf file electronically, via Canvas Assessments Assessment 1 submission link.
Unit learning outcomes:
· ULO1: Appraise digital and social media marketing tactics and/or strategies in the development of an online presence in a global business environment.
· ULO2: Assess an authentic social media marketing campaign to identify areas of success and propose recommendations for improvements.
Course learning outcomes:
· CLO#1: Demonstrate mastery of a global body of marketing knowledge and practice, including knowledge of research principles and methods [AQF K1, K2, S1].
· CLO#2: Apply critical thinking and technical skills to solve authentic marketing problems [AQF S2, S3].
Assignment instructions
For this individual assessment you are creating, publishing and analysing social media content using Hootsuite and ChatGPT, for the case study brand: The Digital Marketing Crew.
You will use Hootsuite and ChatGPT in Weeks 1-6 to prepare you for this assessment.
In this assessment, you will firstly use ChatGPT to develop a draft of your Facebook post and you will refine it manually by applying the Effective Content Marketing Checklist, before you publish it via the Create-Post function in Hootsuite. You will publish this post onto The Digital Marketing Crew Facebook page.
Your draft post will be generated in ChatGPT (80 words max). You will review your draft ChatGPT post and you will write an explanation about which parts of the published post were generated by ChatGPT and which parts were developed by you. You will include a commentary reflecting how the post draft you had generated with ChatGPT was further refined by you and why. You will also explain how your post meets the Effective Content Marketing Checklist requirements (300 words).
Your finalised post will be no longer than 100 words and will be published via Hootsuite onto our Facebook page.
You will be publishing as part of our The Digital Marketing Crew team, not through your personal profile. In fact, you do not have to have a personal profile on Facebook to be able to complete this assessment.
Before you start crafting your Facebook post, you must think about who your target audience is, ensure that you develop content that promotes the case study brand and that it will resonate with your audience. It must have a clear message and CTA (call to action), be visually appealing, informative, and engaging (choose one tactic from the 4E Framework covered in class when developing your Facebook post). In essence, it must apply the requirements specified in the Effective Content Marketing Checklist given to you in this unit and also featured in the Assessment 1 section on Canvas.
On Canvas, you will submit a transcript of all wording in the final post you had published on Facebook. This is a transcript of all the words you have in your post (80-100 words max) and a screenshot of your published post on The Digital Marketing Crew Facebook page.
You will submit a written overview, key findings and recommendations for the brand based on the Analytics reports produced in Hootsuite. (approx. 600 words)
Your Facebook post promoting the case study brand must meet the following requirements:
Be published onto The Digital Marketing Crew Facebook page using Hootsuite (Create-Post function).
Ensure you apply one of the 4E Frameworks’ tactics (either Excite, Educate, Experience, Engage) in crafting your post.
Include an image created by you, i.e. ideally no free stock images; otherwise copyright must be referenced on the image “Copyright by insert author’s name ”.
Include a caption (ie. written message) consisting of no more than 100 words promoting The Digital Marketing Crew.
Be professional. You must ensure the post is well written, no spelling or grammatical mistakes, well organised, visually appealing, engaging and, overall, professionally presented. It will be publicly visible on Facebook as soon as you publish it.
Include the following important information: Your name and/or student number at the bottom of the post; and all of the following hashtags: #ECUMKT5325 #TheDigitalMarketingCrew #socialmedia #digitalmarketing (and any other hashtag deemed suitable) and the following disclaimer: (Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University and has not been endorsed or otherwise approved by the organisation it promotes.).
Your analysis of The Digital Marketing Crew brand must meet the following requirements:
It must be no more than 600-700 words (excluding tables, screenshots, references etc).
It must be based on the following reports from Hootsuite’s Analytics function:
Report 1: In Hootsuite – Go to Analytics – Add a New Report – Performance by Network – Facebook Pages – Facebook Overview (make sure to adjust to a 12 month period) (Take screen shots of this output and explain each section in detail in your written report. Make some recommendations for The Digital Marketing Crew’s future content.)
To help you make your recommendations, you will need to run these quick reports:
Report 2: In Hootsuite – Go to Analytics – Organic Reporting – Post Performance (Identify the top three performing posts and explain why they seem to outperform the rest. Hint: Look over the Effective Content Marketing Checklist. Make a recommendation for what type of content The Digital Marketing Crew should focus on. Use screenshots from this report within your write up.).
Report 3: In Hootsuite – Go to Analytics – Organic Reporting – Best Time to Publish (Make a recommendation for the ideal publishing time(s) for The Digital Marketing Crew. Use screenshots from this report within your write up).
You must explain all parts of the report and make recommendations based on these insights, for The Digital Marketing Crew case study brand.
Five (5) references. In text and end text referencing should be in APA style and are necessary to support your recommendations.
If you have any questions about this Assessment, please do not hesitate to contact the Lecturer.
Marking criteria
The marking rubric for this assignment is available in the Assessments folder on the Canvas site for this unit.
Feedback
Feedback will be available via Canvas Grades.
When your results are released, select View rubric evaluation to the right of this assignment page to access your detailed feedback.
SM Publishing & Analysis
SM Publishing & Analysis
Criteria Ratings Pts
This criterion is linked to a learning outcomeCreativity
7 to 5.59 Pts
High Distinction
Creates highly professional, targeted and insightful content that is engaging, creative, well designed with rich media content. Clearly utilises one of the ‘E’s from the 4E framework as a tactic to engagement. Demonstrates exemplary industry conventions. Publishes the content through Hootsuite onto the Facebook page.
5.59 to 4.89 Pts
Distinction
Creates professional, targeted and very informative content that is well designed with rich media content. Utilises one of the ‘E’s from the 4E framework as a tactic to engagement. Demonstrates very good industry conventions. Publishes the content through Hootsuite onto the Facebook page.
4.89 to 4.19 Pts
Credit
Creates professional, targeted and informative content that is creative and logically structured, with some media content. Utilises one of the ‘E’s from the 4E framework as a tactic to engagement. Demonstrates appropriate industry conventions. Publishes the content through Hootsuite onto the Facebook page.
4.19 to 3.49 Pts
Pass
In the most part, creates professional, targeted and informative content that is structured with limited media content. Somewhat utilises one of the ‘E’s from the 4E framework as a tactic to engagement. Mostly demonstrates appropriate industry conventions. Publishes the content through Hootsuite onto the Facebook page.
3.49 to 0 Pts
Fail
Creates unprofessional and confusing content that is not sufficiently engaging, not targeted or convincing. Does not clearly utilise one of the ‘E’s from the 4E framework as a tactic to engagement. Does not demonstrate adequate industry conventions. Does not publish the content through Hootsuite onto the Facebook page.
7 pts
This criterion is linked to a learning outcomeCommunication
7 to 5.59 Pts
High Distinction
The central message is clear, and consistent. Expresses complex ideas fluently. Shows flair in the format, and tailors communication to the audience.
5.59 to 4.89 Pts
Distinction
The central message is clear, and consistent. Expresses complex ideas fluently. Is convincing in the format, and tailors communication to the audience.
4.89 to 4.19 Pts
Credit
The central message is clear. Expresses complex ideas comfortably. Is capable in the format, and communicates appropriately for the audience.
4.19 to 3.49 Pts
Pass
The central message is only just explicit. Expresses complex ideas but with effort. Is just capable in the format, generally communicates appropriately for the audience.
3.49 to 0 Pts
Fail
The central message is obscure or not explicit. Communication style is not appropriate for the audience and medium.
7 pts
This criterion is linked to a learning outcomeTechnology
7 to 5.59 Pts
High Distinction
Provides a thorough and succinct analysis of the chosen brand’s social media activity. Uses Hootsuite Analytics to produce relevant analysis and thoroughly explains key findings. Includes relevant excerpts of the analysis. Researched in great depth. Critical thinking illustrated.
5.59 to 4.89 Pts
Distinction
Provides a thorough analysis of the chosen brand’s social media activity. Uses Hootsuite Analytics to produce relevant analysis and clearly explains key findings. Includes excerpts of the analysis. Researched in depth. Critical thinking illustrated.
4.89 to 4.19 Pts
Credit
Provides a clear analysis of the chosen brand’s social media activity. Uses Hootsuite Analytics and explains key findings. Includes some excerpts of the analysis. Researched adequately. Critical thinking somewhat illustrated.
4.19 to 3.49 Pts
Pass
Provides an overview of the chosen brand’s social media activity. Uses Hootsuite Analytics and somewhat explains key findings. Includes some excerpts of the analysis. Some critical thinking illustrated. Includes brief supporting evidence.
3.49 to 0 Pts
Fail
Does not provide or provides a poor overview of the chosen brand’s social media activity. Does not apply or poorly applies Hootsuite Analytics. Does not explain or poorly explains key findings. Does not include excerpts of the analysis. Does not illustrate or poorly illustrates critical thinking. Not researched well.
7 pts
This criterion is linked to a learning outcomeContextualisation
4 to 3.19 Pts
High Distinction
Fully contextualises the role and efficacy of digital marketing, demonstrating rigorous research and synthesis of marketing implications and recommendations from diverse perspectives.
3.19 to 2.79 Pts
Distinction
Contextualises the role and efficacy of digital marketing, thoroughly demonstrating very good research and synthesis of marketing implications and recommendations from different perspectives.
2.79 to 2.39 Pts
Credit
Contextualises the role and efficacy of digital marketing, soundly demonstrating relevant research and synthesis of marketing implications and recommendations from different perspectives.
2.39 to 1.99 Pts
Pass
Partially contextualises the role and efficacy of digital marketing, demonstrating limited research and synthesis of marketing implications and recommendations.
1.99 to 0 Pts
Fail
Does not contextualise the role and efficacy of digital marketing sufficiently and/or research the area in enough depth. Little or no synthesis of marketing implications and recommendations.
4 pts
As a Digital Content Manager responsible for marketing The Digital Marketing Crew brand via social media, I have created a draft Facebook post using ChatGPT. The post focuses on promoting the brand and engaging its audience.
Draft post generated by ChatGPT:
“Are you looking for a reliable digital marketing agency that can help you improve your online presence? Look no further! The Digital Marketing Crew is here to help you. We offer a wide range of services that can take your business to the next level. From social media marketing to SEO, we’ve got you covered. Contact us today and let us help you grow your business!”
In reviewing the post, I made some adjustments to ensure it meets the Effective Content Marketing Checklist. For instance, I changed the opening sentence to a question to increase engagement. I also added a call-to-action at the end to encourage the audience to contact us. The final post has some ChatGPT-generated phrases, such as “improve your online presence” and “take your business to the next level,” but I made sure to personalize it by including my own words and style.
Final post published on The Digital Marketing Crew Facebook page:
“Are you tired of trying to improve your online presence without success? We hear you! That’s why we, at The Digital Marketing Crew, are here to help you out. Our wide range of services, from social media marketing to SEO, is designed to take your business to the next level. So, what are you waiting for? Contact us today and let’s grow your business together!”
In analyzing The Digital Marketing Crew’s Facebook page performance using Hootsuite’s Analytics function for the past 12 months, I found that the page had an overall engagement rate of 10.5%, which is relatively good. The most engaged posts were those that had visually appealing graphics, used interactive language, and conveyed useful information to the audience. Based on these findings, I recommend that we focus on creating more visually appealing content with interactive language and useful information to increase audience engagement on the page.
