Social Media Marketing

Overview

Framework:
RQF
Level:
Level 2
Unit No:
D/618/3694
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 understand how digital technologies, channels and platforms are used in social media marketing campaigns, and develop ideas and strategies to create and present a social media marketing campaign proposal for a particular product or service.

Unit Learning Outcomes

1

Understand the role of 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.
  • Search Engine Optimisation (SEO): increases online traffic, pay-per-click (PPC), display, email, social, affiliate, mobile, customer reach, customer acquisition, meta tags, analytical tools, budget.
  • Web analytic tools: measuring qualitative and quantitative data to gain customer insights, measuring web analytic data such as, page views, visits, bounce rate, session duration, demographics, device type tracking, traffic source, browser and operating system, language and location, keyword analysis, goal conversion.
  • Social media analytic tools: measuring key performance indicators (KPIs), views, subscribers, likes/dislikes, comments, favourites, sharing online community allowing users to pin and share photos of items found on the internet, e.g. followers, number of boards, number of pins, likes, repins, comments, internet service allowing users to post messages and images for their followers to see, e.g. followers, retweets, replies, clicks and click-through rate (CTR), impressions o online social networking site allowing users to create personal profiles, share photos and videos, and communicate with other users, e.g. total likes, reach, engaged users, people talking about this (PTAT), comments, shares.
  • Using appropriate methods to present analytical data, e.g. reports, tables, charts, graphs.

Assessment Criteria

  • 1.1

    Explain how social media can be used to engage with audiences and market products and services.

  • 1.2

    Explore how search engine optimisation (SEO) is used in social media marketing.

  • 1.3

    Explain how analytic tools are used in social media marketing.

2

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

AC 2.1:

  • 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.

AC 2.2:

  • Market research is important for: market analysis (brand awareness, increase sales, customer retention, cost per lead, conversation rate, key performance indicators (KPIs), audience segmentation, audience needs, media preferences), and value proposition (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.

Assessment Criteria

  • 2.1

    Describe how social media marketing campaigns use digital technologies, channels and platforms.

  • 2.2

    Explain the importance of market research when planning social media marketing campaigns.

3

Be able to create a proposal for a social media marketing campaign to promote a product or service.

  • Ideas should be focused around clear aims and objectives in line with purpose and audience, researching/defining target audience and competition, creating and post engaging content, frequency of content/posts, type of media (text, image, video etc).
  • Proposal must justify choices for identified strategies, for example, coverage of 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, 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.
  • Presentation formats: group/individual presentation, group critique, using visual aids, effective communication, collation of research, audience interaction/feedback, meeting requirements.

Assessment Criteria

  • 3.1

    Research ideas for a social media marketing campaign to meet objectives.

  • 3.2

    Develop content for a social media marketing campaign.

  • 3.3

    Create and present a social media marketing campaign proposal.