Social Media Marketing

Overview

Framework:
RQF
Level:
Level 1
Unit No:
H/618/3664
Credits:
3
Guided learning hours:
24 hours

Aim

In this unit learners will learn how social media marketing is used to promote products and services. They will know the characteristics of different audiences and how social media channels and platforms can be used to engage with them. Learners will create and plan social media marketing activities and draft content to promote a product or service to an audience.

Unit Learning Outcomes

1

Know about social media marketing.

  • Social media marketing: using digital technologies and social media channels and platforms to market products or services and to reach different audiences.
  • Products: automotive, clothing, electrical appliances, food and grocery, footwear, electrical goods, homeware, music and video, personal care.
  • Services: car repairs, tailoring, medical check-ups, mail delivery, banking, education.
  • Promote products or services to target audiences in line with overall business objectives, generate brand awareness, generate sales, increase leads, attract and inform target audiences, raise awareness, generate web traffic, set SMART (specific, measurable, achievable, realistic, time-bound) social media marketing objectives.
  • Digital technologies: smartphone/mobile apps, email marketing, social media marketing, content marketing, online public relations, search engine optimisation (SEO), affiliate marketing, organic, referral, pay per click (PPC), display ads on websites.
  • Channels: websites, social media, blogs/vlogs, podcasts, email, electronic billboards, online polls, online communities etc.
  • Platforms: Facebook, Twitter, Instagram, LinkedIn etc.

Assessment Criteria

  • 1.1

    Outline how social media can be used to market products and services.

  • 1.2

    Describe different social media marketing channels and platforms.

2

Know how social media marketing can be used to engage with audiences.

AC 2.1:

  • Audience characteristics: demographic; age, gender, family size, income, housing, jobs, geographic; country, country region, city, online behaviours; surfing and online shopping habits and other related information, e.g. tenure and amount of online usage, types of usage, connection speed, digital device.

AC 2.2:

  • Facebook, Twitter, Instagram, LinkedIn etc via, email marketing, social media marketing, content marketing, online public relations, search engine optimisation (SEO), affiliate marketing, organic, referral, pay per click (PPC), display ads on websites, blogs/vlogs, podcasts, electronic billboards, online polls, online communities etc.

Assessment Criteria

  • 2.1

    Outline the characteristics of different audiences.

  • 2.2

    Identify how social media marketing can be used to engage with different audiences.

3

Be able to plan social media marketing activities to promote a product or service.

  • Ideas should be focused around the objectives in line with purpose and audience, researching/defining audience and competition, creating and post engaging content, frequency of content/posts, type of media (text, image, video etc).
  • Plan should cover the 5Ws, why use social media (increase brand awareness, increase web traffic, generate new leads, grow revenue (by increasing signups or sales), boost brand engagement), who is the target audience (audience profile), what is going to be shared, where (which channels/platforms) and when?
  • Content: appropriate for audience, technology, channel and platform, meeting campaign objectives, assessing appropriateness of design for selected products and services to target specific audiences
  • Using tools with consideration of colour, font and icons, image creation, sourcing and editing, etc.
  • Using design techniques such as timelines, storyboards, generating lists of assets, etc.

Assessment Criteria

  • 3.1

    Explore different ideas for social media marketing activities to meet objectives.

  • 3.2

    Create an outline plan for social media marketing activities.

  • 3.3

    Draft content for social media marketing activities.