- Identify the social media campaign (do not use the examples above, please find your own example). What is the brand/service, which platforms do they use/what is the idea or concept behind the campaign? Some examples of past social media campaigns might be (do not use):
- Content Marketing, Frank Body: https://www.coredna.com/blogs/ecommerce-content-marketing-frank-body (Links to an external site.)
- Social Enterprise, Who Gives A Crap: https://au.whogivesacrap.org/ (Links to an external site.)
- Branded Content, Digital Agency Network: https://digitalagencynetwork.com/amazing-instagram-story-ads-from-the-creative-brands/ (Links to an external site.)
- Product, Starbucks Unicorn Frappuccino: https://www.theguardian.com/business/2017/apr/21/unicorn-frappuccino-starbucks-instagram-selfie-social-media (Links to an external site.)
- Lifestyle, #LushLife: https://www.instagram.com/explore/tags/lushlife/?hl=en
- Draw on the themes of the unit. We have covered a number of useful concepts in regard to social media during the weekly seminars between weeks 1-5(I will list them below). You are required to use two themes of the unit during this time and apply them to the social media campaign you have chosen. How do they align/misalign with the scholarship? What new insights can your research add to this discussion/debate?
Core concepts and essential language
- Social theory
- Social media
- Platforms
- Users
- Communication
- Social Capital
- Social media users
- Communities
- Networks
- Social Media languages
- Social media best practice
- Everyday social media
- Vanity metrics
- Critical analytics
- Social media data
- Social Media Analytics
- Participatory projects
- Participatory users
- Cultural production
- Cultural Intermediation
- Digital Intermediation
- Video Cultures
- Use empirical evidence to describe your campaign. Beyond the concepts of this unit, what else have you learned from this example? What sort of media did they produce and use? What is the reason they chose specific platforms over others? How successful was the campaign?
- This assignment is a 1000-word assignment, assessed individually. It is to be written in an academic tone, with empirical examples and a Reference section using APA 6. We suggest your assignment include the following:
- An Introduction – an overview of the social media campaign (200 words);
- A theoretical framework – explain the concept/theme of the unit you are using (300 words;
- Case study – Apply the theory you have identified in the previous section to your case study. Use examples to strengthen your argument (photos, links to videos, quotes, etc.) (300 words);
- Conclusion – Clearly describe what you have discovered during this research process (200 words);
- References – Use APA 6 [https://libguides.library.usyd.edu.au/c.php?g=508212&p=3476096Links to an external site.]
Rubric
CriteriaRatingsPtsThis criterion is linked to a Learning OutcomeCritically selects a relevant social media campaign10 ptsFull Marks0 ptsNo Marks10 pts
This criterion is linked to a Learning OutcomeDescribes the social media campaign10 ptsFull Marks0 ptsNo Marks10 pts
This criterion is linked to a Learning OutcomeIntegrates the key ideas explored in the course20 ptsFull Marks0 ptsNo Marks20 pts
This criterion is linked to a Learning OutcomeDevelops an argument consistently throughout the essay20 ptsFull Marks0 ptsNo Marks20 pts
This criterion is linked to a Learning OutcomeCritically analyses the social media campaign20 ptsFull Marks0 ptsNo Marks20 pts
This criterion is linked to a Learning OutcomeDemonstrates a clear learning from the analysis of the campaign alongside the learning outcomes of the unit20 ptsFull Marks0 ptsNo Marks20 pts
Total Points: 100
Analysis Of A Social Media Campaign
