BN026 – H013 – Web and Social Media for Enterprise

Assignment 2 – 40%

Due December 22nd 23.55hrs

Social Media Marketing Strategy and a proposed strategy for SEO

Brief

You will be creating a Social Media Strategy (see attached template) for the small
business, non-profit or community website that you created for Assignment 1, in the
case of students that did not work with a live client, choose one company from a list
of companies below to conduct a fictional Digital Marketing Strategy. The 2nd apart
of this assignment is to create a proposed plan for the implementation of SEO –
Search engine optimisation

For the strategy to be effective, however, you must get familiar with the organization.
This includes knowing its mission statement, organizational structure, and
budget for social media.

Creating a social media strategy is the first thing one should do when planning social
media marketing plan. Without proper strategy in place one will be sucked into a
social media sinkhole with nothing to show for any efforts in this domain. All
businesses that are planning to use social media need a strategy because it
prevents misunderstandings and answers the questions why social media is relevant
to our business’ goals in the first place.

Fictional Companies

1. shorturl.at/abcT1
2. shorturl.at/hSY19
3. h4ps://www.business.umt.edu/orgs/made/docs/ShellyCakes_BusPlan.pdf
4. h4ps://www.thebalancesmb.com/business-plan-execuHve-summary-example-2948007

Part 1 – 5%

Sign up for the google analyHcs for beginners course and earn yourself a cerHficate.
https://analytics.google.com/analytics/academy/

Learn the basic features of Google Analytics including how to create an account,
implement tracking code, analyze basic reports, and set up goals and campaign
tracking.

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Part 2 – Social Media Marketing Plan – 25%

Using the social media marketing template prepare a report on the following:

1. Set your businesses objectives


Example – my business objective is be the best recycling plant in
Blanchardstown


2. Develop an audience persona (this is your target audience)


https://www.hubspot.com/make-my-persona


3. Conduct a social media audit

a. Using the template below create an audit of your social media
accounts.

Answer the following:
b. Which social media sites does your target market use?
c. How does your social media presence compare to that of your
competitors?

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 4. Analyse possible tools for use.
What categories of social media tools will you be looking at? Can you use
existing websites and tools (such as Facebook or YouTube) to accomplish
your mission? Based on the answers to the preceding questions, what are the
most appropriate tools? What are the advantages and disadvantages of
each? 


5. Select the tools you will use for your business and determine why you
will use these? 


6. Social Media Marketing Plan:


Setting a strong goal gives you a clear direction to work towards, which
should, in turn, make the rest of the content creation process much easier.

Here are some examples of what your campaign plan could be:
• Gain [x amount] followers on [social media platform name]
• Sell [x amount] of [product name]
• Drive [x amount] of new leads
• Get [x amount] of signups/attendance for an event
7. Create a plan
Determine which of the above aims; chose just one you are going to
undertake and report on how you achieved your aim.
Example:
I want to increase to number of people to sign up for gym membership;
How you did this:
I created a social media advertisement and posted on to the social media tool
that my business uses.

8. Analyse these results in relation to your aims above.



Example 1

If your first aim was to gain X amount of followers on a particular social
media site, what did you do to increase followers? Did you create an
facebook advert for example, did you share your facebook page with
your potential customers (how did you do this?) Provide an example of
how you analysed this result ( it could be through facebook insights)
show the results
Example 2
- If you advertised a new product, did you use social media advertising
to reach out to your audience (using facebook adverts you can target
your audience down to the their gender, age, time they are on social
media, their relationship status and so on!) – show the results 

Example 3
How did you get your leads to sign up to your social media tool?

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 You may have chosen social media advertising – social media
advertising takes targeting and therefore the ability to collect leads to
potential customers to a whole new level!!
https://blog.hootsuite.com/how-to-generate-leads-on-social-media/

Part 2 – Proposed SEO Plan – 10%

Create a plan for SEO:

1. Your keyword research ( using keyword planner) 


- look at competitors keywords!
Useful tools:
https://buzzsumo.com/
https://www.semrush.com/seo/

2. How you would implement your SEO on your web page:

Example:
Look at on page SEO

(refer to example assignment given)


3. How would you implement google analytics for your campaign?

4. What insights would you gain from using google analytics

How to submit:

o Write up your report and save as a pdf.

o Keep the report layout professional
o Submit the academic honesty sheet digitally signed
o Place your reference at the back of the document
o Word count: Quality over quantity minimum word count 1000

References

Reference for social media marketing

1. How to create a facebook marketing strategy

https://www.bluleadz.com/successful-facebook-marketing-
strategy#chapter_2

https://www.facebook.com/business/success

https://www.sendible.com/insights/social-media-campaign-template

Social Media Advertising (covers all social media tools)

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 https://bit.ly/2TPakMt

2. How to create a twitter marketing strategy

https://www.smartinsights.com/social-media-marketing/twitter-
marketing/create-twitter-marketing-strategy-2018/

3. How to create a linkedin marketing strategy

https://coschedule.com/blog/linkedin-marketing-strategy/

4. How to create an Instagram marketing strategy

https://sproutsocial.com/insights/instagram-marketing-strategy-guide/