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
