MRKT11028: Digital Marketing - Social Media Engagement Report - Marketing Assignment Help

Assignment Task:

Task: 
Assessment 1 is an individual assessment that involves preparing a social media engagement report by analyzing contents posted on a chosen company’s Facebook page. This assessment task requires the submission of TWO (2) FILES (i.e. one Word file and one PowerPoint file). You are required to analyze Facebook posts by a company in fast food industry and how Facebook users engage with these posts. You will classify these posts (both from the company’s and users’ perspectives) to pre-determined categories or themes and prepare a report based on the analysis. The report should include a recommendation section for the company. The written component should be 2000 words maximum in length excluding the executive summary, table of contents, tables, charts/graphs, the reference list and appendices. 

Suggested questions for the report 
The following questions can be addressed in assessment 2. Please note that you can address any other questions that you think would be useful in preparing the report. 
1. Background information about the company (e.g. corporate history, how do they sell their products or services – online/physical, revenues or profit earned). 
2. Background information about the industry (e.g. what industry is it, who are the main competitors, etc.). 
3. Branding (e.g. who are the customer segments, what is (are) the positioning statement(s) used, what are the brand elements). 
4. What social media platforms (e.g. Facebook, YouTube, Instagram, Twitter etc.) are used by the company? 
5. Do the users of the company’s Facebook page engage with the company generated posts (e.g. are there comments, shares, likes, etc.)? How do the users engage with the messages (e.g. do they ask questions, provide positive or negative comments, ask for more information, etc.)? What is the general trend of this engagement by the users? 
6. Does the company engage with the users who have engaged with the original posts by the company? How do the company engage with them (i.e. answer questions, provide more information, thank the users, direct the users to another information source, etc.)? 
7. What is your overall assessment of the engagement aspect? The following engagement ratios can assist in this assessment. 
• Conversation rate = number of comments/number of posts 
• Amplification rate = number of shares/number of posts 
• Applause rate = number of likes and other reactions/number of posts 
8. What 2 (two) recommendations can you provide to the marketing manager of the company about their use of Facebook to engage with potential customers? 

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