Section B

Section B

Worth 30 marks out of a possible 60

Target Audience - Content - Deadlines - Milestones

Checklist

- Target audience

- Content

- Social media channels

- Blended synergy - how you are working with other companies

- Milestones and Timelines

- Personnel

- Legal and ethical indues

- Feedback from audiences

- Mention personnel needed 

Think about features and functions

Gain mass exposure for a product - in charge of marketing a product

Aims, Purposes and Targets of Social Media Campaigns

Target Audience

Due consideration must be given to what the product is, what the aims are, and who the Target Audience is

One of the first aspects of this is whether you are targeting a mass or niche audience

Subcultures

Linked to the idea of niche audiences is that of subculture

Youth subcultures are especially important in the digital age, because their participants are digital natives - people who have grown up with digital technologies, never knowing any different

Subcultures ate often defines by taste in music and clothing (Goths, for example)

However, older people are increasingly adept at accessing social media - for example, number of church groups around the country used social media (mainly Twitter) to shock/excite people, and to organise protests. Ultimately they use it to urge people to take action.

USP

With such a proliferation of online and social media content in existence, its important to consider originality o material, and what that USP of the product is

Social media can be used to create brand identity, and the functionality of many social media channels allow brand logos, banners, graphics (etc) to be pleases and changed almost instantaneously 

For this reasons, it’s important that social media campaigns are organic; that it evolves over time as a means of reinforcing the brands identity. A campaign cannot be static in such a fast-paced digital environment, otherwise is will stagnate

Folksonomy

Whereby users of online and social media technologies use tagging in order to position their content in others’ web searches to hit collaboration and sharing of ideas. Folksonomy can be helped to reinforce a brand’s USP

Logistics

planning and organisation to ensure that potential problems are prevented from occurring 

planning media campaign

- source personnel: editor, animator, social media manager (runs social media networks to reinforce brand identity to attract target audience),  project manager (looks over project to ensure all tasks are completed by correct personnel), data analyst (collects data to see how target audience is interacting with different networks and resources they are publishing), graphic designer

- source resources

- location reccee

- gantt chart: timeline, contingencies, deadline, milestones, tasks. monday.com/excel: easily tracked or updated

- source equipment

- legal issues: copyright - how to avoid (source own original content) 

- ethical issues

- permission forms 

- risk assessment

- market research: secondary/primary, qualitative/quantitative

- stay on mind of target audience - consistent posting throughout social media - when and how you are going to post (email, social media, exclusive discount)

channel capabilities:

- twitter - word count, focused on short message, video and audio attached

- instagram - photos uploaded to feed, hashtags, stories, live stream

- tiktok - videos, live stream

mode of address:

the way in which content is written

- colloquial language

- alliteration

- rhyme

- formal/informal