MKT3039 - Week Ten Workshop - Social Media Evaluation

MKT3039 Digital Marketing
Workshop Week 10: Evaluating A social media platform
Ken Punter | Module Leader

AS2 Briefing
The Assessment Task
• This assignment asks you to demonstrate

your knowledge and understanding of the
theories and frameworks discussed in class
and analyse their application in the marketing
industry. The work should be presented in an
e-portfolio – i.e. a web-based submission
with multiple pages or sections
representing the different contents
required.
AS2 Briefing
The Assessment Task
• THE LADDER OF ENGAGEMENT.
• Write up your understanding of the Ladder of Engagement, with academic references.
• Identify a company which engages with customers at several levels on the ladder of engagement.
• Describe the elements of the ladder of engagement you have been able to identify in your example
AS2 Briefing
The Assessment Task
• EVALUATION OF A SOCIAL MEDIA PLATFORM
• Identify a social media platform of your choice (e.g. Pinterest, Linked In, Weibo)
• Briefly describe the way marketers use it.
• Critique the social medium chosen using a framework from a textbook.

AS2 Briefing
The Assessment Task
• WEBSITE CHECKLIST
• Create a suitable website checklist. Maybe you need different criteria for different types of website?
• Apply the checklist you have created to a website of your choice
• You may illustrate your entry with photos / images / screenshots

AS2 Briefing
The Assessment Task
• TREND ANALYSIS
• Select a digital trend either from class or another appropriate source
• Evaluate the trend from the point of view of the marketer - how do you envisage brands being able to
take advantage of the trend.
AS2 Briefing
The Assessment Task
• EVALUATION OF A SOCIAL MEDIA PLATFORM
• Identify a social media platform of your choice (e.g. Pinterest, Linked In, Weibo)
• Briefly describe the way marketers use it.
• Critique the social medium chosen using a framework from a textbook.

Today’s task – social media
platform evaluation
• Reach: Evaluate the size and growth rate of the platform's user base to • Content formats: Evaluate the different types of content formats
determine if it offers a wide enough reach for your marketing objectives.
available on the platform, such as images, videos, and stories, to
determine if they align with your marketing objectives and brand
• Engagement: Look at the level of engagement that users have with the
personality.
platform, such as the number of likes, comments, and shares, to determine if
it offers opportunities for meaningful interactions with your target audience.
• Influencers and partnerships: Look at the platform's influencer
• Advertising options: Evaluate the platform's advertising options, targeting marketing capabilities and partnership opportunities to determine
capabilities, and pricing to determine if it offers cost-effective ways to reach if it offers ways to leverage the power of social media influencers
your target audience. and expand your reach.
• Analytics and metrics: Consider the analytics and metrics available on the
• Overall, when evaluating a social media platform for marketing,
platform to measure the effectiveness of your marketing efforts and track
your ROI. it's important to consider how well it aligns with your marketing
objectives, target audience, and brand personality.
platform evaluation
• Team One: LinkedIn
• Team Two: Pinterest
• Team Three: Instagram
• Team Four: Facebook
• Team Five Tik Tok

Today’s task – social media platform
evaluation (1 hour preparation)
Use various resources such as online articles, surveys, and case studies to gather information.
Develop a presentation: Each group should create a presentation that includes the following:
• An overview of the social media platform and its features
• A description of the platform’s key audience and their characteristics
• The reasons why the assigned social media platform is best suited for that audience
• Examples of successful campaigns or brands that have effectively used the assigned social media
platform to target the audience.
platform evaluation (steps)
1. Research and prepare presentation: 1 Hour
2. Presentations to other groups (5-7 mins each)

1. Other groups ask questions
3. Tutor will ‘judge’
4. Grade the tutor’s work (higher or lower)?

platform evaluation – (Criteria)
1. Relevance of the Social Media channel for the audience?
• Has the case been made?
2. Quality and clarity of the presentation?
3. Use of data and research to support the arguments?
4. Creativity and originality?
• Score from 1 - 5
platform evaluation – (Criteria)
1. Grade the tutor’s work:
1. Higher or lower?

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MKT3039 Digital Marketing

Workshop Week 10: Evaluating A social media platform

Ken Punter | Module Leader

• This assignment asks you to demonstrate

• THE LADDER OF ENGAGEMENT.

• Write up your understanding of the Ladder of Engagement, with academic references.

• EVALUATION OF A SOCIAL MEDIA PLATFORM

• Briefly describe the way marketers use it.

• Critique the social medium chosen using a framework from a textbook.

• Apply the checklist you have created to a website of your choice

• You may illustrate your entry with photos / images / screenshots

• Select a digital trend either from class or another appropriate source

• EVALUATION OF A SOCIAL MEDIA PLATFORM

• Briefly describe the way marketers use it.

• Critique the social medium chosen using a framework from a textbook.

• Team Two: Pinterest

• Team Three: Instagram

• Team Four: Facebook

• Team Five Tik Tok

• An overview of the social media platform and its features

• A description of the platform’s key audience and their characteristics

2. Presentations to other groups (5-7 mins each)

3. Tutor will ‘judge’

4. Grade the tutor’s work (higher or lower)?

2. Quality and clarity of the presentation?

3. Use of data and research to support the arguments?

4. Creativity and originality?

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