Search and Social Media Marketing
Individual project assignment brief:
Module
Title:
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Search and Social Media Marketing (SSMM)
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Level
7
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Title
of Assignment:
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My
Personal Brand Online RKC
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Programmes undertaking the assignment:
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MSc Marketing
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Weighting within the module
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50%
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Word limit/presentation criteria
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Individual assessment report
word limit is 3000 words.
A 10% penalty will be imposed for every 100 words over
the word limit
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Details of the task:
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Please note that you need to produce a report but
this has to be based on practical tasks integral to this assignment:
a) Create an optimised personal digital
profile sufficient to apply for a job of your choice. This has to include a
number of social media profiles based on your justifications and one
compulsory optimised blog post.
b) Document your work in an Individual assessment
report which should include:
a. Analysis
b. Plan
c. Combination of work done
The topic of the
compulsory blog post is
“How my time at Salford Business School prepares me
for a career in X*?”
*X is to be your career of choice.
Individual Assessment Report
structure:
Analysis – 50 marks:
You must conduct
a Search and Social Media Marketing analysis for those key skills and
attributes that are desired by potential employers, in an area where you
would like to work. This should include the keywords for main industry
specific skills, key influencers and individuals who would make employment
decisions or help in your application process.
For the top ten
of your competitors you should conduct a thorough evaluation of their
strengths and weaknesses in terms of their use of professional social media
profiles – how often do they engage? What are their forms of engagement? What
can you learn from their behaviour using social media profiles analysis tools
and techniques. Based on your analysis develop your personal benchmarks that
you would like to attain within the given time and set up monitoring
processes.
This
section can include:
literature review (at least five references to relevant academic research
articles, reports and books) of latest thinking on keyword research methods and
analysis methods of social media influencers.A tabular extract from Keyword
Research. A tabular justification of keywords selected, screen shots of
current competitors ranking for your primary keyword terms. You can use
different tools such as Google Keyword research tool, Google Trends, Google
Insights for Search etc.
For social media
profiles analysis you could select main profiles and evaluate the frequency
of their engagement as well as the top networks and the type of information
produced and consumed.
Plan – 25 marks:
Based on your
analysis, you must produce a Search and Social Media Marketing strategy for 12
months and a practicalSSMM plan that identifies you as an individual who is
looking for to establish a career in this field and therefore become a
recognisable “brand”. This would include your online profile development with
a view to being identified by employers as their preferred candidate of
businesses who might be interested working with you - if for example you are planningto
be self-employed etc.
This
section can include: -
Literature
review (at least five references to relevant academic research articles,
reports and books) on digital strategy development and thinking of legal and
ethical implications of you being online. Map out your target audience and
how you will target particular networks and groups to channel your overall
communications. Your long-term plan or strategy – what it is that you want to
be known for and how this will help you in your future career.
Key SMART
objectives - for your strategy implementation - using the Specific,
Measurable, Achievable Realistic and Time bound indicators. These can be
justified with industry benchmarks or examples of other profiles that you are
using as a “template” or “guide” for your personal identity.
Critically
justify the selection of specific Social Media Services. For example, if you
choose Twitter – how will it help your employment or business development?If
you have chosen LinkedIn – why have you joined it and how do you link it to
Twitter if at all and why?
A Gantt chart -
indicating the main tasks you will be engaged in to implement your SSMMplan
with clear starting dates and it should start with the day the assignment was
handed out and end in a year.
Risk Assessment
– outline the main risks, their potential impact and how you are going to
monitor and mitigate these.
Practical plan implementation – 25 marks:
As part of this
process you have to implement your plan, an aspect of which has to be at
least oneoptimised blog post,
which will allow you to be noticed by the industry. Consider creating a
profile on free platforms such as http://my.mastersindigitalmarketing.org
which allows you to install and customise a WordPress blog. Please show
evidence of amplification.
One of the key
criteria for your assessment is the implementation of as many SSMMtechniques
as appropriate for your Search Engine Results Page (SERP) positioning. For
example, how you have approached search engine optimisation, social media
(including video, audio, etc.) or mobile opportunities. The more of your
profiles you manage to rank on the first three pages, the higher your chances
of being noticed. The keyword for the SERP positioning is your “first and
last name” for example “AleksejHeinze” or “Tahir Rashid”. At least one other
primary keyword for which you have to optimise your profiles is that related
to the industry that you have identified in your plan.
Based on your self-assessment
you should draw conclusions on your performance and reflect how your profile
could be improved.
This
section can include: -
Based on your
plan (primary and secondary keywords) demonstrate how you put the theory into
practice by developing and optimising your profile using appropriate online
channels.
Screenshots of
SERPS before and after you have started your project highlighting your
digital identities and explaining how this will benefit you in the long term.
Screenshots of
your different profiles and indication of how you have used your keyword research
to optimise on-page and off-page assets. For example, how you wrote your
Twitter profile description and used the primary keyword in the choice of
your user name and linking to your other online properties.
If you are using
LinkedIn how you completed your professional profile and how you identified
the relevant user discussion groups etc.
For the blog
post you could take a screen shot and highlight in the code the positions of
your keywords and their importance in helping you to rank for a particular
keyword.
Self and Peer
assessment
(Total: 100 marks)
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Assessment Criteria:
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Marking
Scheme
The attached guidance is in addition to the general
assessment criteria guidelines for degree classifications contained in your programme
handbook. Your attention is also drawn
to the University of Salford policy on plagiarism and referencing and you
should make reference to the University study guide web site www.edu.salford.ac.uk/studyskills
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Reassessment
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If you fail your
assessment, and are eligible for reassessment, you will be informed by the
School Administration of the next available opportunity for reassessment. You
will be required to improve your original submission.
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Self AssessmentForm (to be completed and attached to
appendices of your individual report)
Feedback criteria
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Notes:
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What
is your personal long-term plan? Job you would like to do once you graduate –
focus search term used for optimising your profile?
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What
is your primary keyword (PK)?
What
are your secondary keywords (SK)?
(3 terms max)
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Overall digital profile strategy: How many relevant profiles appear on
the SERP and how far? For example: Twitter, YouTube, G+, LinkedIn, Facebook,
Foursquare, Flickr, WordPress, Instagram, blog post, private website etc
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Off- page optimisation: Social Media
Profilesoptimisationand
use of PK and SK in URLs, descriptions and content? PR and SK rich anchor
text in links.
Social
Media profiles identification and integration with prospective audiences e.g.
cross-linking of all social media properties and integration within a “theme”
appropriately chosen for the “business” plan.
Number
of connections / followers / tweets on topic etc/ Klout score etc
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(list
URL links to all profiles here)
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On-page optimisation: Blog post example following AIDA model, Optimisation on page:
URL, page title tag, description tag, position of PK in first paragraph. Text
modifiers used, h1, h2, images, video, and other media files optimised for PK
and SK.
Anchor
text from relevant resources, Clear call to action – for example RSS
subscribe, tweet, share, like etc. Is content original? Check via www.copyscape.com
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