Unit introduction

Social media websites are a popular way for people to communicate and share information with friends and family. People spend a lot of time on social media websites and they give businesses opportunities to interact with people, for example to promote their business, to encourage people to visit their e-commerce site and buy, to provide customer service. You may be familiar with social media for personal use and in this unit you will discover how it can be used in a business context.

You will explore different social media websites, the ways in which they can be used and the potential pitfalls when using them for business purposes. You will develop a plan to use social media strategies for business purposes to achieve specific aims and objectives. You will then implement the plan, developing and posting content and interacting with others. Finally, you will collect data on the business use of social media and review the effectiveness of your efforts.

Understanding how to use social media for business purposes is useful for employment in information technology and in a variety of business sectors. Also, social media skills are closely linked with web and mobile applications development.

This unit gives you a starting point for progression to roles such as social media specialist, content developer and web developer.

Learning aims

In this unit you will:

A Explore the impact of social media on the ways in which businesses promote their

products and services

B Develop a plan to use social media in a business to meet requirements

C Implement the use of social media in a business.

At access your program of study specification Click Here

In small groups of no more than three discuss and create notes on why social media is so popular and why do businesses use it? Why do social media sites change so often and why are new features introduced regularly?

Small-group activity research the background to the main social media sites, including their purpose, growth, popularity, recent or proposed changes, the way businesses use them, etc. Select your favourite social media campaign, prepare to present your findings to the class

Groups present their findings to the class and discuss them

If you could invent a social media feature, what would it be? 

how many social media sites learners can name

 discuss the different factors that differentiate social media sites

Tutor-led discussion: groups present their findings to the class and discuss them

invent your own social media site, what features, structure and target audience would it have?

Social Media Platform Comparison

http://meyerfoundation.org/sites/default/files/files/SWT-Platform-Comparison-090414.pdf

How social media sites compare as advertising platforms

www.ft.com/cms/s/2/91a471be-ea87-11e4-96ec-00144feab7de.html#axzz4BaKzVWr0

Create a new page in your OneNote class activities and capture research information on the monthly average hours of social media usage. Break your research down further by identifying the data against the platforms and ages.

http://meyerfoundation.org/sites/default/files/files/SWT-Platform-Comparison-090414.pdf

Lead-in: Ask learners why they think social media sites need business users.
Tutor-led discussion: facilitate a discussion about the different ways a business can make use of social media to support their aims and needs. Cover creating an image or brand, promoting products and services, communicating with customers, customer service, and resolving queries and managing issues

Small-group activity: Learners research how businesses make use of features of social media websites to support their aims and needs (e.g. advertising, website and mobile device integration, relationship to search engine optimisation, profile on the sites, usage data and audience profiles). Learners should prepare their findings to present to class

Tutor-led discussion: Groups present their findings to the class and discuss them

Plenary: Initiate a discussion entitled ‘Are adverts on social media annoying or useful?’ Summarise the lesson and use Q&A to establish learners’ understanding.

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Just a Minute - At the end of the lesson teachers ask learners to summarise their learning. The comparison of these summaries against learning objectives informs planning.

A1 Social media websites – Developments in social media affect the way businesses promote products and services
A1 Social media websites – Features, structure and target audience of different social media websites…
A1 Social media websites – How businesses can use social media websites to support their business aims and needs…
A1 Social media websites – Features of social media websites tailored to business needs…
C5 Skills, knowledge and behaviours – Media and communication skills…

Learning aim A: Explore the impact of social media on the ways in which businesses promote their products and services

A1 Social media websites

Mind Map time, Social Media

Developments in social media affect the way businesses promote products and services:

• social media websites are constantly evolving and new features are introduced regularly
• features, structure and target audience of different social media websites, e.g. FacebookTM, Twitter™, LinkedIn®, GoogleTM + and YouTubeTM.

How businesses can use social media websites to support their business aims and needs, including:

• creating an image or brand
• promoting products and/or services
• communicating with customers
• customer service
• resolving queries and managing issues.

Features of social media websites tailored to business needs, including:

• advertising
• linking to previous e-commerce site search history and display of search-related adverts
• website and mobile device integration
• relationship to search engine optimization (SEO)
• profile on the sites, describing the business to visitors
• usage data indicating profile of followers and effectiveness of posts, e.g. Facebook InsightsTM, Twitter AnalyticsTM and Google AnalyticsTM
• audience profiles (age, gender, income) of social media websites.

Using the table above fill in details of as many of the most popular platforms that you can find.

Key features in Social Media,

Facebook;

Connectivity to friends, family and colleagues, this is inclusive of “Virtual” friends, those that you only know through social media and not real life. Friends posting updates to their pages, including videos, pictures and links.

Dashboards are a feature of most social media pages as this presents to the user's information on updates to users profiles, private messages, events such as birthdays, new friends requests, any groups that users are members of, games and apps that can be played through the site and adverts.

The dashboard is covered with features. Groups, these are used to allow users to focus their social direction to areas that are of interest to them. For instance, the MMORPG (Massively multiplayer online role-playing game) Minecraft, these groups allow users to share experiences and or news on the games.

Pages, these are specific to business, societies and clubs that users can follow to be up to date on the products, services or specific news. These pages are usually a membership/request to follow area. Newsfeeds are the main nuts and bolts feature of most facebookers. These feeds give information to the goings on of friends, followers and depending on the security preferences set friends friend’s updates.

Events, a feature that allows users to create an occasion that others can agree to attend or not, or, their birthdays that are upcoming. These events can be posted to the public and to private audiences.

Targeted advertising, this is based on navigational trends of the user. Adverts are tailored to their recent history and located in a place that is not encroaching on the social media page, however, it is still in view of the user.

Google;

Users can organise their friends into “Circles” which allows them to note which could be work friends, uni friends or business partners, e.t.c

Updates, a similar concept possibly to the newsfeed element of facebook this feature allows users within circles see updates and details of changes by others. The system uses multi-coloured columns to provide details of updates, within this the page provides a communities section that users can join that is specific to areas of interest that they may have this is similar to the “groups” of Facebook.

Learners to explain the key features of how social media websites are used by businesses?
What criteria they should use to choose a social media platform for a client?
What limitations exist for different social media platforms?
Investigate what the impact will be if Twitter increases the character limit for tweets from 140 characters (visit recode.net and search for ‘Twitter considering 10,000 word limit for tweets)?
Review any new vocabulary or specialist terms encountered?
Individually review learning aim and objectives to check progress?

Using Your Level 3 Social Media Pack carry out worksheet 3.2 (Group Work)

Using Your Level 3 Social Media Pack carry out worksheet 3.21

7 Companies that totally 'Get' their buyer personas

http://blog.hubspot.com/blog/tabid/6307/bid/33749/7-Companies-That-Totally-Get-Their-Buyer-Personas.aspx#sm.00001dkcrj6m5aen1ydgrv3h60gkq

Global social media research summary 2016

www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/

How can businesses use social media?

Social media has the ability to provide opportunities to companies that traditional marketing might not offer. The following are the typical examples,

• Promoting products and/or services and creating an image and brand,
• Communication with customers,
• Customer services.

Tense: the form taken by a verb to indicate time (as in past-present-future)

Tone: an author’s or speaker’s attitude, as revealed in ‘quality of voice’ or ‘selection of language’

Anonymous Assessment - Learners assess an anonymous piece of work containing deliberate mistakes against given success criteria.

Learning aim A: Explore the impact of social media on the ways in which businesses promote their products and services - A1 Social media websites

A.P1 Explain the different ways in which a business can use social media.
A.P2 Explain the audience profiles of different social media websites.

A.M1 Assess the different ways in which a business can use social media to attract a target audience.

A.D1 Evaluate the business use of social media to interact with customers and promote products or services to a target audience.

Money: Budgeting, Estimating, Rounding to nearest pound, using correct symbols, calculating costs using a calculator

Analysis of information: Interpreting Results, Drawing conclusions from data, Comparing data

https://www.tes.com/teaching-resource/challenge-toolkit-6063318

A2 Business uses of social media

Ask learners: how many types of content can you post on social media? What are the benefits and drawbacks of different media types?

• Posting different content formats, e.g. text, images, video, links, polls, and quizzes.

Using a range of different media within a social media platform is key to a successful brand, this is can be due to the nature of the products being presented/sold or to enable the users to see the item in action or feedback from others on the quality of the product.

IMPORTANT!!! Remember when using any media it allows for critical reviews to be posted up using the different media types.

• Content focus and meaning, e.g. information, promotion, humour, special offers and customer service.

Using your Social Media Pack carry out worksheet 3.22

• Developing an audience and encouraging people to follow or ‘like’ the business through the creation and use of engaging content.

As you can see in the images above the Vanish Facebook followers are above 128 thousand members (correct as of 08/2017) this enables the company to reach out to these individuals and perhaps others through their accounts (privacy settings prevailing). This is fantastic for the company when it may come to the promotion of a new product, or even a potential recall if it is needed. 

Making a social media site interesting can also allow users to want to come back, TopCashBack is a site that offers users/members the chance to make money on their purchases by simply going through their site to access the required site, for example, Game, the TopCashBack site adds a little additional element to the web address in the URL area that enables any purchase to have a percentage recovered. This company runs yearly a treasure hunt on their social media that promotes the opportunity win cash sums if you can find the answer to a riddle or image.

The image above presents the giveaway on their site, the image below promotes it on their social media site. This clever marketing enables members to see that the company has offers and links to a number of well-known companies that you can get cash back from. Obviously, the Top Cash Back Company take a small percentage out of any money gathered.

• Keywords and their use in posted content.

Using some level of research and identifying social media keywords, companies gain a much clearer picture of how to construct and communicate their message effectively. Applying this level of keyword insight to all social media optimization efforts (from the optimized video to image tagging, to social bookmarking, to targeted Tweets) it gives the maximum “pull” and value to the site.

Image taken from: http://www.wordstream.com/articles/keyword-research-for-social-media-guide

SEO Search Engine Optimisation

SEO is one of the largest and key factors to the success of any web related site or social media. The term its self-refers to the optimisation of a site. This optimisation is in an effort to target and improve the content that is used by search engines to index and log the type of site or content linked to it. This is where as an end user we use google to find "Keywords" these could be discount codes for a specific product or reviews to the next upcoming thing.

Companies exist that their specific role is to improve the overall ranking of their clients to boost them up the results pages on the most popular search engines. There are a few known areas that are used to help improve SEO and a few of these are as follows,

Use of keywords in the code. Within the HTML of all pages, meta tag information can be included to identify the purpose of the site i.e Education resources. Within Social Media, this would be in the description of the channel, page, introduction area, about information area and general information sections.

Repetition of certain keywords, some search engines target repeated words or statements or phrases, this indicated a pattern that allows them to generalise the pages intentions and purpose.

Updated content, search engines do not favour sites that have content that remains static for a long period of time, this can have quite a  negative impact.

Links to other sites. Links between sites has historically worked in the ranking of sites as people tend to share those that are good, however, this does carry some level of warning, there are companies the will do a link exchange (you add my link and ill add yours to mine) but others can sell links, if added to a site these can be seen by search engines as an attempt to improve page ranks by unfair methods and can result in pages being removed completely from the search engines database. 

Using your Social Media Pack carry out worksheet 3.6

How are keywords found?

Image taken from: https://blog.kissmetrics.com

Further Information can be found using the following link https://blog.hubspot.com/marketing/how-to-do-keyword-research-ht

What do Google use?
What is Keyword research?
What is a longtail keyword?
Give an example of a longtail keyword?

Try and find the least amount of results based on search criteria.

What was the most searched for thing on the internet this year (Please keep it clean)

A useful glossary can be found at
https://support.google.com/google-ads/answer/3114286?hl=en

Using your Social Media Pack carry out worksheet 3.12

• Developing contacts by following and linking relevant businesses and individuals, and sharing content posted by others.

Companies that use social media are not limited to just looking at their own presence but to also follow that of their suppliers and their competitors. It is key for all companies to know their own market well, so having a link to people like suppliers can enable them to plan and also weather any potential storms in business, for example a chocolate manufacturer may want to follow the producer of the cocoa bean as they could comment on things like poor weather affecting produce levels of the bean, which in turn could affect the price in which the beans are sold.

This linking between companies can also be classed as a community, where companies can share information by retweeting or liking supporting their industry.

What kind of business would you like to have/own/run? who would your target audience be? What detail would you like to provide them? What information do you think that they would need? Using a social media platform search for groups that are linked to your ideas.

• Direct and indirect advertising.

The following video covers a large amount of this course well, you should look at this in your own time as this is 45 minutes long, however, it is a key video.

• Links to other commercial information, e.g. company website, e-commerce websites.
• The relationship between social media website and company website, e.g. using:
• social media buttons on the company website

Thier are a number of companies that make further use of social media by embedding it into their own websites, this can be a great way to keep your visitors on your site by providing them just the social media element and not navigating them away from your site to the social media's site ( this could allow them to lose focus on what they were doing before they landed on Facebook!).

Company's use special web script's to enable them to have these elements on their sites, these are called API or Application program interface. An API requires most developers to have a key or link to the company's social media pages, these keys or tokens in other social media applications will be embedded within the code to enable the linking.

the code below is an example of such code.

Token = new Token("token_access", "token_secret");
Credential c = new Credential("user_name", "consumer_key", "consumer_secret", token);
UserAccountManager m = UserAccountManager.getInstance(c);

if (m.verifyCredential()) {
  GeoLocation loc = new GeoLocation("+37.5", "+26.7");
  Tweet t = new Tweet("Cool! Geo-located Tweet via Twitter API ME. o/", loc);
  TweetER ter = TweetER.getInstance(m);
  t = ter.post(t);
}

• company website links within social media posts that encourage visits to the e-commerce site to make purchases

As has been mentioned previously companies can and will use social media to promote products and new upcoming releases, this social media presence has the capability of becoming an advert that can be viewed by millions of people regardless of location (cellular network allowing, for mobile users). Facebook has the ability to allow companies to have a "Buy IT" or come to our "Shop" button at the top of the site that then transfers them to the e-commerce area where they can make a purchase. 

• social media news feeds on the company website.

Company sites that have social media feed on them can allow visitors to gain or gather information that is rapid and current, this can be exemplified by travel companies that wish to inform their passengers of delays, cancellations or engineering works that are scheduled. 

This information is valuable to most and can provide a point at which many will return.

Why social media is mostly a waste of time for marketers: Mark Ritson presentation

Key Terms:

Brand:- an aspect of a service or a product that sets it out from others in the market. Coverage of brand is not limited to products it can be linked to the presentation of the company in its website design or ethos.

Anonymous Assessment - Learners assess an anonymous piece of work containing deliberate mistakes against given success criteria.

Learning aim A: Explore the impact of social media on the ways in which businesses promote their products and services - A2 Business uses of social media

A.P1 Explain the different ways in which a business can use social media.
A.P2 Explain the audience profiles of different social media websites.

A.M1 Assess the different ways in which a business can use social media to attract a target audience.

A.D1 Evaluate the business use of social media to interact with customers and promote products or services to a target audience.

Fractions: Sharing amounts, Calculating fractions, Comparing fractions
Ratios: Calculating ratios, applying ratios, Scales e.g. Maps
Statistic extracting information: Tables, Diagrams, Charts and Graphs
 

https://www.tes.com/teaching-resource/challenge-toolkit-6063318

A3 Risks and issues

Assignment Handout - Review and reflect on what has been covered, time to show your understanding and skills.

a thought shower on the downsides of using social media (At this point you will be using Keyword search criteria to find a tool to use online, REMEMBER consider the term that you put in to find your mind mapping tool).

What tools did you find?

Negative comments on social media sites and damage to reputation.

From time to time companies may find that they gain negative comments about their services and or products. This is all part of a business, however, this is a good thing!, Why? well think about when you made a purchase last online, did you look at the reviews? would you make a purchase from a company that has a number of negative reviews? would you purchase from a company that has all positive?

On average most people will go with sites that have some negative and mostly positive, the key is to how the company responded to the negative. In life we know that accidents happen, losses in the post, damaged in transit, incorrect sizes to that what was expected. All of these can happen and upset customers enough for them to make a comment on companies social media, the key here, is how you can respond. Customers and potential customers will look to how a company responds to these. So a comment back to the customer via the social media platform, in response to the complaint demonstrates a company that will listen and acts. The response to negative comments can actually lead to a company gaining a good reputation.

Further information on how to deal with Social Media and Upset customers http://www.socialmediaexaminer.com/10-ways-to-deal-with-upset-customers-using-social-media/

It is worth considering also your own personal reputation on comments made by you or about you, these can lead to your reputation and potential standing being used against you as an employee.

In groups of no larger than 3, discuss the ways in which the previous link suggests how to deal with upset customers and compare these against each other and review which ones you think are better than others.

Time constraints on social media interaction, return on time investment.

Scavenger Hunt Clue: The answer to the binary numbers question can be found behind PC 11.

The use of Social Media as a business presence is not achieved quickly and will take time for the network to spread over the web, usually, most companies will have a social media champion or role that requires a member of staff to update and keep accurate the social media channels. In some companies, these have even been opened up to work experience people. A recent example (June 2017) a student took over the control of Southern Trains Twitter Channel, and it went Viral that he was looking after it, and the questions came pouring in.

To see the questions that came up use the following link EDDIE TWITTER 

This use of free labour can be useful to small and medium organisations as they may not be able to have any positive improvement on sales, therefore it could cost the company more than their investment.

Return on investment is a consideration that all companies small to large will consider on any project or venture, this is where the company will review the returns/ money coming in against the expenditure/ money going out to ascertain whether the investment in the project of venture is profitable or not and whether to cancel it or continue, companies will check this over a period of 6 to 12 months to get sufficient data.

Unforeseen consequences of posted content.

There may be times when companies post comments onto their social media platforms that can be intended to have humorous or witty meanings behind them, however, the written word can be taken in different ways and could have the potential to provoke and upset those that read it.

The potential for inappropriate posts to happen is easy and can be very damaging to a companies reputation and or image. Because of the nature of social media being a large scale network, this negativity can be spread very quickly and become viral within minutes.

Article is taken from https://www.entrepreneur.com

Sometimes you almost wish for the company's sake that its account was hacked. Such was the case when MTV Australia sent out an astonishing offensive tweet, asking "Where are the English subtitles?" while America Ferrera and Eva Longoria were on stage at the Golden Globes.

MTV didn’t need a translator to figure out an apology was in order. Still, the crowd wasn’t satisfied and another apology was issued.

research specific examples of business social media ‘disasters’ and prepare to report back

Follow the below link to an article about how to "deep clean" your personal social media presence, the article also refers to an MP (Memeber of Parliment) that was suspended because of comment he made 10 years before becoming a serving MP. Deep Clean Your Social Media
Jareed O'Mara Suspended!

Security issues related to increased company profile as a result of the use of social media:

The use of social media by companies has also allowed for the growth of a number security risks and issues. Individuals and groups of organisations look to attack and defraud companies and using the social media platform can enable these opportunities.

Common issues that occur are 

• Malware and viral infection:- Companies can be sent details of software/updates that are required to be installed by links being posted, this then installs malicious software that could then be used to steal, destroy or alter sensitive information. Other links could also trick and lead employees to give out login details can be used to gain access to data. It is important that companies make sure that their employees understand these issues and potential risks so that they are vigilant. Companies can also protect themselves very simply by ensuring that they have up to date and current anti-virus software installed.

• Ransom/Blackmail:- Ransom and Blackmail is an issue that beginning to affect large numbers of business by locking out systems and replicating themselves globally, these locks are said to be able to be removed by the ransomer by making a payment (in most cases using Bit Coins) to remove encryptions and locks to enable the data and systems to be used again. 

• Company-Sensitive and personal information:- Companies can be targeted to unknowingly provide information of a sensitive nature to individuals that may be sensitive in its nature. Cybercriminals may also use methods to gain access to sensitive data using social media that appear to be innocent and innocuous requests. Most companies have a social media policy that they use to enable its employees to understand what is acceptable to post and respond to.

In groups of no larger than 3 find 2 examples of social media where above security risks have occurred 

Create a leaflet to the risks and issues related to the use social media, your leaflet must include links and discussions to examples that you have found within your research.

Something to think about for the future!

Reflect and review your social media presence, are there areas that could affect you applying or getting a job, identify these on a word document and offer your self-suggestions to how you can resolve these

Assessment support 

Key Term 

Viral:- If a post/comment/tweet is said to have gone viral, this is where it has been shared and distributed to numerous others across the world.

DoS:- Denial of Service occurs when requests are sent to the server where the website is stored in an effort to overwhelm the server to the point of failure.

Anonymous Assessment - Learners assess an anonymous piece of work containing deliberate mistakes against given success criteria.

Learning aim A: Explore the impact of social media on the ways in which businesses promote their products and services - A3 Risks and issues

A.P1 Explain the different ways in which a business can use social media.
A.P2 Explain the audience profiles of different social media websites.

A.M1 Assess the different ways in which a business can use social media to attract a target audience.

A.D1 Evaluate the business use of social media to interact with customers and promote products or services to a target audience.

Time: Reading clocks and calendars, using timetables, organising appointments, conversions, dates

Read through the following PDF document, this is set to a business level, however, this will provide valuable insights to case studies and issues.

Social Media Paper

Example case study:

Post-Hurrican Sandy that hit the US in October 2012 claiming 71 lives and caused 71 billion dollars of destruction a company called Urban Outfitters tweeted, "This storm blows (but free shipping doesn't)! Today only..." using the hashtag "#ALLSOGGY". At the point that the company used the tweet the full extent to the devastation was unknown, however, the tweet caused mass amounts of negativity towards the company. 

Mutual respect, Rule of Law

Learners PC's with Microsoft office suite, Projector and screen, Laptops, Mobile Phones, Tablets, Internet access and Onedrive or alternative storage access.

B1 Social media planning processes

Processes to consider when planning the potential use of social media in a business include:

The specific business requirements 

At this point, it is essential to fully understand what the company is hoping to achieve by using the social media platform. In a large business, there is likely to be a meeting between, managers, marketing and sale members of staff to review what their requirements are.  

We know from our previous weeks (Video about traditional marketing Vs Social media, Orio and Budweiser) that companies have many options open to them when it comes to promoting themselves. The most traditional methods have been TV and Radio, these are still some of the most effective platforms for promoting company brands, however, these do come at a cost.

For a company that is looking to the use of social media as a marketing platform needs to consider the size and location of the company, this could be due to the type of the business such as a local corner shop selling general products of a low value. The flip to this could be a small scale company (a sole trader) selling their products globally from their sheds at the bottom of the garden. The company could be made to look larger than it is making potential customers rest at ease. An example of this could be a jewellery specialist to a graphic designer. These types of companies are often referred to as SME (Small Medium Enterprises).

Requirements for the use of the social media.

Content planning and publishing 

The company will need to decide what sort of content that they will post on the platform, how it will gather the content to post up on to their channels such as images, videos, and audio. An important decision that also needs to be considered is which social media platform that they wish to use.

Facebook Facts

Using your Social Media Pack carry out worksheet 3.14

Developing online communities

Companies will once they have a presence on the social media platform need to consider how they can build communities amongst their followers and friends. This can be hard, as the posts and tweets need to be interesting and engaging enough to make the audiences want to revisit and promote the channel. 

Using your Social Media Pack carry out worksheet 3.13

Create a simple step by step guide to setting up a business page on at least two social media platforms

Enforcing social media policies

Companies will need to consider its policy and what detail it will contain, how it will enforce it so that it's employees conform to it. The social media policy will be covered in later lessons. 

Examples of some company Social Media Policies http://blog.hirerabbit.com/5-terrific-examples-of-company-social-media-policies/

Using your Social Media Pack carry out worksheet 3.15

Jargon: the technical language of an occupation or group

Language change: the development and changes in a language

Lexis: the vocabulary of a language, especially in dictionary form

Metonymy: a figure of speech in which an attribute is substituted for the whole
 

Anonymous Assessment - Learners assess an anonymous piece of work containing deliberate mistakes against given success criteria.

Learning aim B: Develop a plan to use social media in a business to meet requirements - B1 Social media planning processes

Probability: Using language e.g. ‘certain’ ‘likely’ ‘impossible’, looking at possible outcomes, calculating probability
 

Rule of Law

Learners PC's with Microsoft office suite, Projector and screen, Laptops, Mobile Phones, Tablets, Internet access and Onedrive or alternative storage access.

B2 Business requirements

Guest Speaker - Go through the previous week's lessons and the coming 2 weeks sessions and use the headings of the sections to provide you with opportunities for questioning our speaker as these will provide some really good information towards a real case study that you can refer to for your next assessment.

Assignment Handout - Review and reflect on what has been covered, time to show your understanding and skills.

Working with a client to set requirements for the use of social media and the potential benefits for the business when compared to traditional promotion methods:- when working with a client it is key to gather details to what they would like to accomplish by having a social media presence, it is not just a matter of having one because competitors have one, or that its the "thing" that all businesses do. Do they want to be able to sell their products or services? to promote the company image or brand? to drive people followers and friends to a website that has more services, products, and information relating to the company?

Having this information available and to hand will enable the company to devise some sort of social media campaign that has a focus on what they would like to achieve and provide the company with some chance of success when it is implemented.

Companies need to focus clearly on a small number of requirements, possibly one or two so that they are done properly, rather than lots of things poorly. When the company begins to reach a point where they have a clear direction to what they require, they need to reflect and identify the target audience that they are trying to reach and the social media platform that they will use to reach them. 

• Establishing timescales and responsibilities for the use of social media within a business:- Companies need to ensure that they have a clear idea of timescales and who's responsibility it is to meet these timescales. These individuals that have been given these responsibilities will need to meet with colleagues that work in, or, with the marketing teams. The identified person who's responsibility it is to look after the social media site will need to either create the content them selves or work with those that have been nominated as the person to create it (This may also include responding to posts and comments). 

The above is an example of an action plan that could be used by an organization, in small to medium companies, they may work with simple notes that prompt actions and activities that should be undertaken on a weekly basis. In larger companies, strategies or formal documentation may be required that outlines the process and stages that will happen/occur, this document may need to be approved and signed off by management.

Using your Social Media Pack carry out worksheet 3.18

Research using different resources company posting schedules, review these against each other for thier simularities and differences. Record this information in the form of a short presentation.

• Identifying criteria for measuring the success of the use of social media within a business:- When a company measures success it needs to record this using a metric where they can evaluate its starting point and an intermediate or final point. Companies will consider things like sales, performance, page hits as key performance measures to the success of a campaign or promotion. It is unlikely that businesses would notice a significant result in response to a campaign in a short timescale. This would, therefore, require a company to set its time scale period of 6 months, allowing them to collect sufficient data to analyze. If the company intends on using a number of different social media platforms then each should have its own measures for performance and targets to be measured. The targets that are set should match the platforms metrics, this would be, Facebook = Number of Likes and Twitter = Number of Followers, however careful consideration should be taken to not assume that large numbers in these areas being a metric of success or interactivity! 

The targets that a company sets should be "SMART" Specific, Measurable, Achievable, Realistic and Time-Bound.

Using the SMART concept create a target relating to this unit in your Pro-Monitor area.

• Selection of social media websites to use by matching site profiles to requirements in terms of a business use of social media:- As you have found in previous activities there are a number of social media platforms available to companies each having their own strengths and weakness, in terms of suitability for the organizations and its aims. 

• Facebook - This platform is the market leader when it comes to social media presence and brand, so any company should ensure that they have a presence here.
• LinkedIn - More of a professional network that promotes individuals professional skills and links this platform would suit business offering professional services, such as employment agencies.
• Instagram/Pinterest - Linked to images and presentation of these to others Instagram and Pinterest provides companies and individuals the capability of promoting things, for example, fashon garments, artists work and wedding photography.
• YouTube - This platform is all about the moving image, video. Companies would benefit from using this platform to promote its products/service in action, assembly as a help guide or review.

Careful monitoring of these platforms will provide the organizations with details to where their production effort is profitable in time invested or a waste.

Using your Social Media Pack carry out worksheet 3.3

• Identifying targets for the use of social media, the number of followers, ‘likes’ and shares.

Social Media Guest Speaker

Social Media Guest Speaker Audio

Anonymous Assessment - Learners assess an anonymous piece of work containing deliberate mistakes against given success criteria.

Learning aim B: Develop a plan to use social media in a business to meet requirements - B2 Business requirements

B.P3 Produce a plan to use social media in a business to meet its business requirements.
B.P4 Review the plan with others in order to identify and inform improvements.

B.M2 Justify planning decisions made, showing how the plan will fulfil its purpose and business requirements.

BC.D2Evaluate the plan and use of social media in a business against business requirements.
BC.D3Demonstrate individual responsibility, creativity, and effective selfmanagement in the planning and use of social media in a business context.

Collect and record data: Questionnaires, Observation, Tally

Fractions: Sharing amounts, Calculating fractions, Comparing fractions

Analysis of information: Interpreting Results, Drawing conclusions from data, Comparing data

https://www.tes.com/teaching-resource/challenge-toolkit-6063318

Acceptance of faith and belief

Learners PC's with Microsoft office suite, Projector and screen, Laptops, Mobile Phones, Tablets, Internet access and Onedrive or alternative storage access.

B3 Content planning and publishing

Having reviewed your work, it is clear that there have been many missed opportunities where examples of good and bad social media campaigns that have happened. Using the worksheet 3.8 complete the table to provide you with notes going in to your assignment work.

Planning posts and other content to be published on social media websites, 

Using your Social Media pack complete worksheet 3.4 (This is a Key document in supporting your assignment)

• identifying a target audience (e.g. age, gender, interests, income)

Now let's refer to the assignment, consider the revenue that honey generates, research and gather statistical information that can be used to assist your future submissions. Use governmental sources, and or other local organisations to support you. 

What about the education of children to the benefits of bee? What are schools doing to enpart knowledge? could these be opertunities for the business in your scenario to maintain an interest in thier social media in the cold months? What about gardeners, could they be planting seeds for plants that bees love?

Using your Social Media pack complete worksheet 3.11

• linking type of content to target audience to ensure it is engaging

When creating materials for social media companies place careful consideration to its worth and purpose. Content has to be linked to the companies profile and image whilst promoting services and or products. We have seen in case-studies online and in the news where companies have ill-considered the content that they publish, for example, 

Huggies' "Have Dads Put Huggies to the Test"

Imagine if someone were to ask you, "What do you think a typical family looks like?" My guess is that your answer would be different than my answer because, well, every family is different. One stereotype that’s been turned on its head is that it’s the mother who is the main caregiver for the children of the family -- and that’s just not true anymore. Families come in all shapes and sizes and in all different kinds of configurations, and stay-at-home dads aren’t a rare breed.

Unfortunately, Huggies didn’t portray the image of the modern-day family with its campaign "Have Dads Put Huggies to the Test," showing TV commercials in which dads were being inattentive to babies with full diapers. This scenario was explained by Huggies (in a voiceover) that Huggies diapers can handle anything, implying that it's okay for dads to leave a full diaper on a baby because, hey, Huggies can handle it!

Insulting much? You bet.

The commercial made it seem like it was putting dads to the test, not diapers. The backlash was so severe that it caused a full-time stay-at-home father to create the petition "We’re Dads, Huggies. Not Dummies." Huggies eventually removed the ads.

The Lesson: Be clear on your campaign message and goal, and don’t leave room for interpretation. Was Huggies really putting dads to the test, or showing that its diapers are the strongest, most durable ones out there? It’s a rhetorical question, but you know the answer.

https://blog.hubspot.com/marketing/marketing-campaigns-missed-the-mark-list

Use the link above to review and research campaigns that have missed their intended purpose, take notes on these as they will provide further arguments that can support your assignment work.

 Researching keywords (e.g. Google AdwordsTM) and creating keyword strategies to help users identify content 

Keywords are very "Key" to the success of a social media campaign or even web presence. Most search engines will use an algorithm to trawl and crawl over web pages and social media sites in order to index them in their databases. These bots and spiders will look for keywords and reoccurring words and terms on a site that could identify the purpose and intentions of the site. Google's algorithm is a highly guarded secret and changes numerous times through out the year keeping the web and social media experts on their toes to ensure that the content that they create is fresh and current and not untouched for years.

Google offers a service that allows users to identify keywords and to look at the potential success of these if used. 

The use of "long tail" and "short tail" searches will allow those that are looking for appropriate keywords and terms to work out the correct/successful words and phrases for a campaign at a suitable cost.

Image taken from:- http://www.sem-express.com/internet-marketing-knowledgebase/search-engine-optimization/short-tail-long-tail-keywords-seo/

Try out Googles version first before setting up your own https://analytics.google.com/analytics/web/demoAccount

Now's time for you to have a go, follow the link to Google Adwords and create an account. Ensure that you use a username and password that you can remember as these will be of use to you in your case study

Now's time for you to have a go, navigate to Google Analytics and create an account. Ensure that you use a username and password that you can remember as these will be of use to you in your case study. Investigate the system, creating notes on what information can be recorded.

Researching the best time to publish content and creating a publishing schedule (type of content, frequency, day and time).

Living in a globalized world today means that company opening hours being 9-5 and only having a local client base has become a past memory, therefore companies now operate 24 hours a day 7 days a week through their social media and websites. Because of this reach to others in different geographical time zones companies need to consider the point in which they make announcements. The wonder of social media today allows administrators to set a time point in which a post is to go "live" this may be to correspond with a product launch, service availability or a peak time in a country where it is popular.

Companies will also need to consider the frequency that it posts message and tweets as posting too often could drive followers away as it becomes a nuisance and potentially worthless exercise or, that lack of posting may appear that the progress of a company is slow or uninteresting resulting in lack of engagement. It is suggested that once a day post on Facebook, and on Twitter 3 tweets in a day. 

Using your social media pack follow the activity 3.11

Using your social media pack follow the activity 3.19

Using your social media pack follow the activity 3.20

Stretch and Challenge Powerpoint

Assignment business details

Key Terms:

SEO - Search Engine Optimisation, commonly used in identifying areas of text that can be used to improve the ranking of a web page or site in search engines in an effort to appear in the first few pages of a search engines results.

Anonymous Assessment - Learners assess an anonymous piece of work containing deliberate mistakes against given success criteria.

Learning aim B: Develop a plan to use social media in a business to meet requirements - B3 Content planning and publishing

B.P3 Produce a plan to use social media in a business to meet its business requirements.
B.P4 Review the plan with others in order to identify and inform improvements.

B.M2 Justify planning decisions made, showing how the plan will fulfil its purpose and business requirements.

BC.D2Evaluate the plan and use of social media in a business against business requirements.
BC.D3Demonstrate individual responsibility, creativity, and effective self management in the planning and use of social media in a business context.

Probability: Using language e.g. ‘certain’ ‘likely’ ‘impossible’, looking at possible outcomes, calculating probability

Collect and record data: Questionnaires, Observation, Tally

https://www.tes.com/teaching-resource/challenge-toolkit-6063318 - Slide 43 Conceptual Confusion.

Thinking about setting up a business or just looking after your own finances? Open University has a FREE course that you can participate in to better understand how to manage your money. 

http://www.open.edu/openlearn/money-business/managing-my-money-young-adults/content-section-overview?active-tab=description-tab

B4 Developing an online community

Working with a client to develop a strategy to encourage online community building, including:

• use of promotional techniques, e.g. requesting feedback, surveys, special offers and creating links between social media websites and company e-commerce site.

Further detail to support your assignment. A recent BBC video interview with a beekeeper discussing the issues that they have to deal with amongst other things.

https://www.facebook.com/flowhive/videos/1435199079911652/

Assignment support - Business Aims;
The company has a  number of key aims as was outlined in the supporting documentation. These are;
To promote the goods and services that the company has to offer.
To educate society (including all ages) of the process of getting honey, looking after our bees and the potential issues that are a cause for concern
To support local beekeepers and gardeners

Assignment support:
- To help you in the creation of your documentation consider targetting your responses using the following headings.
- Simple Introduction to the assignment - I have been asked by the chamber of.......... to.........
- An overview of the company using the scenario sheets provided, (Bee's Knees)
- What the business aims are
- How can social media help the company?
- What improvements it can bring.
- What is the target audience of the company, how can social media help?
- Identify the key paperwork and explain how that this can support the company. Posting schedules, Timescales, Keyword strategy.
- Create a plan, using a table to identify key tasks. e.g. creation of facebook, twitter accounts, marketing
- Review of the plan
- Legal and ethical issues of using social media. Links to some case studies could support you here.
- Justify your plans and explain how they fulfil the purpose of the assignment with regards to the company.
- Create a content plan, this will detail the type of social media where the post is to be found, what the post will be and the type of content. THIS IS YOUR POSTING SCHEDULE
- Details of the research on keywords. INCLUDE SCREENSHOTS OF GOOGLES KEYWORD PLANNER TOOL
- How you optimised the content, reviewing it for the purpose. USING FEEDBACK FROM OTHERS
- Revisions to your plan including details to why changes have been made. 
- Gathering feedback from others 
- A review of the feedback acquired.
- Questionnaires on the posted content, an example of the questionnaire and some of the responses. Consider the following as potential questions . (1.Looking at the post/tweet/upload how likely are you to re-tweet/re-post navigate to the company's site?  2. Would this post make you want to comment on it?)
-Analysis of the feedback from the questionnaires, including graphs and assumptions made about the data
-Analysis of usage and interaction data (This is information that will be provided by the tutor) (REFER TO THE DATA SETS PROVIDED ON WEEK 8, OR USING YOUR OWN FROM THE SOCIAL MEDIA SITES)
-Bibliography and links to information sources.

Importance of Bees
Honey bees are part of the Hymenoptera order which includes bumblebees, solitary bees, wasps, sawflies and ants. What we can learn from bees
Studying bees adds significantly to the wider education of pupils. For example:
Bees are pollinators vital to our food chain. One-third of the food we eat would not be available but for bees.
Bees, like other insects, are part of a food chain.
The social life of the honey bee colony provides a controversial start to thinking about the structure of societies. The tools that have evolved on the limbs and mouthparts of bees are neat examples of adaptation and engineering. The harvest from honey bees of honey, pollen, wax and propolis has nutritional, craft, manufacturing, and medical applications. Pollination by bees is important for genetic sustainability. Genes that have evolved in other animals are important to our future too. In the UK about 70 crops are dependent on, or benefit from, visits from bees. In addition, bees pollinate the flowers of many plants which become part of feed for farm animals. The economic value of honey bees and bumblebees as pollinators of commercially grown insect-pollinated crops in the UK has been estimated at over £200 million per year. Bees are in danger of disappearing from our environment. Farming practices continue to disturb natural habitats and forage of solitary and bumblebees at a rate which gives them little chance for re-establishment. The honey bee is under attack from the varroa mite and it is only the treatment and care provided by beekeepers that is keeping colonies alive. Most wild honey bee colonies have died out as a result of this disease.

• monitoring social media website streams and responding to queries, requests and complaints.

Create Mock-up of your posts for Twitter and Facebook using -  PrankMeNot

Law and Legislation - The govenment have details linked to the use and miss-use of social media - LAW AND LEGISTLATION

Using your Social Media Pack carry out worksheet 3.5

Let us get making our social media business sites.

Business Scenario for Assignment 2

Key Terms:

Click bait - this is a term that is used when a company or organisation encourages its users to click through a post or tweet to navigate them to a website or page. For example "You think that the box looks great, check out the phone inside", almost Apple like.

Anonymous Assessment - Learners assess an anonymous piece of work containing deliberate mistakes against given success criteria.

Learning aim B: Develop a plan to use social media in a business to meet requirements - B4 Developing an online community

B.P3 Produce a plan to use social media in a business to meet its business requirements.
B.P4 Review the plan with others in order to identify and inform improvements.

B.M2 Justify planning decisions made, showing how the plan will fulfil its purpose and business requirements.

BC.D2Evaluate the plan and use of social media in a business against business requirements.
BC.D3Demonstrate individual responsibility, creativity, and effective self management in the planning and use of social media in a business context.

https://www.tes.com/teaching-resource/challenge-toolkit-6063318

Rule of Law

Learners PC's with Microsoft office suite, Projector and screen, Laptops, Mobile Phones, Tablets, Internet access and Onedrive or alternative storage access.

B5 Developing a social media policy

Working with a client to create a social media policy applicable to businesses, including:

• company philosophy (identifying and reflecting this in posted content)

• promotion of honesty and respect in posted content

• ways to ensure confidentiality of information

• methods of dealing with security issues

• separation of company and personal content

Within any company with a social media presence, it is inevitable that most of the employees will have their own personal social media profiles, it is therefore vital that they do not confuse the social media profile that they may manage for the company with their own profile. The company social media policy will remind the employee that they must never use the company profile to send a personal message or to get too personal in their messages on behalf of the company. 

Assessment Support 

Further Information about your client:
Where is the company based? UK
What is your logo? You can make one up
Who is your current target audience? All, children (education of what they provide to us, food and polenation) , middle age (products honey, wax, services) and older (hobbyist, and products)
How much does your honey, wax and furniture polish cost? 3- 4 pounds
Do you sell different types of honey and wax? Wild flower honey and standard molded bees wax
How much do you currently spend on marketing or would there be a chance of a marketing budget/do you advertise currently and if so where? none
How many employees do you have? 1, Me
Do you sell online at all? Not at the moment
What services do you offer? Bee swarm catching, food products and wax
Are there any discounts you offer? Not yet, but could look at a campaign
Is there a chance of a competition? Yes,

Key Terms:-

Black Hat SEO techniques - These are when companies use methods to fool search engines in an effort to move websites and social media presences up in search results. This can breach search engine guidelines and terms and could result in removal of accounts, sites, and services.

Anonymous Assessment - Learners assess an anonymous piece of work containing deliberate mistakes against given success criteria.

Learning aim B: Develop a plan to use social media in a business to meet requirements - B5 Developing a social media policy

B.P3 Produce a plan to use social media in a business to meet its business requirements.
B.P4 Review the plan with others in order to identify and inform improvements.

B.M2 Justify planning decisions made, showing how the plan will fulfil its purpose and business requirements.

BC.D2Evaluate the plan and use of social media in a business against business requirements.
BC.D3Demonstrate individual responsibility, creativity, and effective self management in the planning and use of social media in a business context.

Analysis of information: Interpreting Results, Drawing conclusions from data, Comparing data

https://www.tes.com/teaching-resource/challenge-toolkit-6063318

Democracy 

Learners PC's with Microsoft office suite, Projector and screen, Laptops, Mobile Phones, Tablets, Internet access and Onedrive or alternative storage access.

B6 Reviewing and refining plans

Working with a client and other relevant stakeholders to improve the quality, effectiveness and

appropriateness of the plans, including:

• gathering feedback from a client and potential users

• communicating with a client, e.g. email, verbal communication

• scheduling and documenting meetings

• agreeing and adjusting timescales

• refining ideas and solutions.

On your assessment work, you will need to ensure that you have had a meeting with your client (Your tutor) to review and discuss your proposals. This meeting MUST be recorded and documented, this can be in the form of business meeting minutes laid out in the following structure.

Audience: the person or persons receiving a speech or piece of writing

Intonation: the use of pitch in speech to create contrast and variation
 

Anonymous Assessment - Learners assess an anonymous piece of work containing deliberate mistakes against given success criteria.

Learning aim B: Develop a plan to use social media in a business to meet requirements - B6 Reviewing and refining plans

B.P3 Produce a plan to use social media in a business to meet its business requirements.
B.P4 Review the plan with others in order to identify and inform improvements.

B.M2 Justify planning decisions made, showing how the plan will fulfil its purpose and business requirements.

BC.D2Evaluate the plan and use of social media in a business against business requirements.
BC.D3Demonstrate individual responsibility, creativity, and effective self management in the planning and use of social media in a business context.

Analysis of information: Interpreting Results, Drawing conclusions from data, Comparing data

https://www.tes.com/teaching-resource/challenge-toolkit-6063318

Mutual Respect

Learners PC's with Microsoft office suite, Projector and screen, Laptops, Mobile Phones, Tablets, Internet access and Onedrive or alternative storage access.

C1 Creating accounts and profiles

• Sign-up, creation and administration of social media website business accounts:-Once a company has created its plan of action, its strategy and selected its platform of preference, it will need to sign up. 

Facebook :- 

Twitter :-

Pintrest :-

Instagram :-

• Creation and set-up of a company profile.

Facebook : -

Twitter : - 

Instagram : -

Following some of these tutorials create a login that you can use for your projects later

• Customisation and configuration of the company profile, including privacy settings,

colour schemes, images, text and other assets that follow branding guidelines.

Tone: an author’s or speaker’s attitude, as revealed in ‘quality of voice’ or ‘selection of language’

Figure of speech: expressive use language in non-literal form to produce striking effect

Anonymous Assessment - Learners assess an anonymous piece of work containing deliberate mistakes against given success criteria.

Learning aim C: Implement the use of social media in a business

C.P5 Produce business-related content using appropriate features of social media which meet the requirements of the plan.
C.P6 Review data obtained on social media usage and interaction.

C.M3 Optimise the content, format and features of social media which meet the requirements of the plan.

BC.D2Evaluate the plan and use of social media in a business against business requirements.
BC.D3Demonstrate individual responsibility, creativity, and effective self-management in the planning and use of social media in a business context.

Ratios: Calculating ratios, applying ratios, Scales e.g. Maps

Time: Reading clocks and calendars, using timetables, organising appointments, conversions, dates 

Length, weight, capacity, temperature: Measuring, using scales, ruler, tape measure, thermometer Recording and comparing results, converting, Choosing appropriate units and measuring instruments, estimating.

Rule of Law

Learners PC's with Microsoft office suite, Projector and screen, Laptops, Mobile Phones, Tablets, Internet access and Onedrive or alternative storage access.

C1 Creating accounts and profiles

• Sign-up, creation and administration of social media website business accounts.

• Creation and set-up of a company profile.

• Customisation and configuration of the company profile, including privacy settings,

colour schemes, images, text and other assets that follow branding guidelines.

Anonymous Assessment - Learners assess an anonymous piece of work containing deliberate mistakes against given success criteria.

Learning aim C: Implement the use of social media in a business - C1 Creating accounts and profiles

C.P5 Produce business-related content using appropriate features of social media which meet the requirements of the plan.
C.P6 Review data obtained on social media usage and interaction.

C.M3 Optimise the content, format and features of social media which meet the requirements of the plan.

BC.D2Evaluate the plan and use of social media in a business against business requirements.
BC.D3Demonstrate individual responsibility, creativity, and effective self-management in the planning and use of social media in a business context.

https://www.tes.com/teaching-resource/challenge-toolkit-6063318

Rule of Law

Learners PC's with Microsoft office suite, Projector and screen, Laptops, Mobile Phones, Tablets, Internet access and Onedrive or alternative storage access.

 C2 Content creation and publication

• Carry out research in order to produce engaging content for the intended target audience.

Careful consideration must be taken when it comes to the creation of content and ensuring that it is targeted to the correct and intended target audience. Companies should carry out research to gain knowledge to whether the content is correct and accurate for its audience, this can be done by participating in research with small focus groups of those that it is intended for. This can be time-consuming for some companies and could carry potential cost implications, alternatives to this would be to use the social media analytics tools that are built into the systems. These tools provide potential insights into the engagement and interaction of visitors with the posts, this would then allow the administrator to make changes and amendments to the posts to boost their presence.

• Produce, publish and manage content.

• Improve visibility of published content.

• Methods to encourage audience interaction, e.g. use of images, phrasing of text content, timing of posts to coincide with times when followers are online.

• Integration of information across company e-commerce website and social media websites.

• Adapting and testing content on different device platforms, e.g. mobile phones, tablets and notebooks.

Anonymous Assessment - Learners assess an anonymous piece of work containing deliberate mistakes against given success criteria.

Learning aim C: Implement the use of social media in a business - C2 Content creation and publication
 

C.P5 Produce business-related content using appropriate features of social media which meet the requirements of the plan.
C.P6 Review data obtained on social media usage and interaction.

C.M3 Optimise the content, format and features of social media which meet the requirements of the plan.

BC.D2Evaluate the plan and use of social media in a business against business requirements.
BC.D3Demonstrate individual responsibility, creativity, and effective self-management in the planning and use of social media in a business context.

https://www.tes.com/teaching-resource/challenge-toolkit-6063318

Rule of Law

Facebook uses an algorithm that selects what topics are hot and presents these to its users, research and presents what it does and its name.

Learners PC's with Microsoft office suite, Projector and screen, Laptops, Mobile Phones, Tablets, Internet access and Onedrive or alternative storage access.

C3 Implementation of online community building

• Implementation of an online community building strategy, including:

o use of hashtags, sharing and tagging

o finding and joining groups and contributing information

o following people and businesses.

• Monitoring and responding to comments; importance of prompt responses.

• Using tools and techniques to automate content posting.

Anonymous Assessment - Learners assess an anonymous piece of work containing deliberate mistakes against given success criteria.

Learning aim C: Implement the use of social media in a business - C3 Implementation of online community building

C.P5 Produce business-related content using appropriate features of social media which meet the requirements of the plan.
C.P6 Review data obtained on social media usage and interaction.

C.M3 Optimise the content, format and features of social media which meet the requirements of the plan.

BC.D2Evaluate the plan and use of social media in a business against business requirements.
BC.D3Demonstrate individual responsibility, creativity, and effective self-management in the planning and use of social media in a business context.

https://www.tes.com/teaching-resource/challenge-toolkit-6063318

Mutual Respect

Learners PC's with Microsoft office suite, Projector and screen, Laptops, Mobile Phones, Tablets, Internet access and Onedrive or alternative storage access.

C4 Data gathering and analysis

Gathering and interpreting data on social media websites using dedicated tools,

e.g. Facebook Insights, Twitter Analytics, Google Analytics and TweetReachTM.

• Identifying interaction relating to individual posts.

• Identifying audience profiles, e.g. age, location.

• Monitoring number of ‘likes’ and ‘shares’.

• Comparison of intended target audience versus actual audience.

• Identification of posts and types of content which create the highest levels of interaction.

• Identifying the number of visitors who ‘click through’ to company e-commerce website.

Anonymous Assessment - Learners assess an anonymous piece of work containing deliberate mistakes against given success criteria.

Learning aim C: Implement the use of social media in a business - C4 Data gathering and analysis

C.P5 Produce business-related content using appropriate features of social media which meet the requirements of the plan.
C.P6 Review data obtained on social media usage and interaction.

C.M3 Optimise the content, format and features of social media which meet the requirements of the plan.

BC.D2Evaluate the plan and use of social media in a business against business requirements.
BC.D3Demonstrate individual responsibility, creativity, and effective self-management in the planning and use of social media in a business context.

https://www.tes.com/teaching-resource/challenge-toolkit-6063318

Democracy 

Learners PC's with Microsoft office suite, Projector and screen, Laptops, Mobile Phones, Tablets, Internet access and Onedrive or alternative storage access.

C5 Skills, knowledge and behaviours

• Planning and recording, including the setting of relevant targets with timescales, how and when feedback from others, such as customers and social media followers, will be gathered.

• Reviewing and responding to outcomes, including the use of feedback from others, e.g. customers and social media followers who can provide feedback on the quality and suitability of the features against the business requirements.

• Demonstrating own behaviours and their impact on outcomes, to include professionalism,etiquette, supportive of others, timely and appropriate leadership, accountability and individual responsibility.

• Evaluating outcomes to help inform high-quality justified recommendations and decisions.

• Evaluating targets to obtain insights into own performance.

You will through the social media platform that you have selected access to datasets and information that provides you with the success of a post, comment or video. You will have the ability to download these as excel spreadsheets with dates and timeframes that are selected or preset to compare the data against a previous period.

YOUR DATA SET FROM FACEBOOK INSIGHTS CAN BE FOUND IN THE FILES SELECTION BELOW

• Media and communication skills, including:

• the ability to convey intended meaning, e.g. written (email, design documentation, recording documentation, reports, visual aids for presentation use); verbal communication requirements (one to one and group, informal and formal situations)
• use of tone and language for verbal and written communications to convey intended meaning and make a positive and constructive impact on audience, e.g. positive and engaging tone, technical/vocational language suitable for the intended audience, avoidance of jargon
• responding constructively to the contributions of others, e.g. supportive, managing contributions so all have the opportunity to contribute, responding to objections, managing expectations, resolving conflicts.

Below is a table of the Pass, Merit and Distinction criteria up for grabs in assignment 2, read these carefully.

Facebook Insights Data Set

Reading: Read and understand texts, selecting material appropriate to purpose, collating from different sources and making comparisons and cross-references as appropriate.

Anonymous Assessment - Learners assess an anonymous piece of work containing deliberate mistakes against given success criteria.

Learning Capture - Teachers allocate time at the end of the session for the group to write down what they think they have learned. The information shared helps the teacher to see which content he may need to revisit and so shapes future planning.

Learning aim C: Implement the use of social media in a business - C5 Skills, knowledge and behaviours

C.P5 Produce business-related content using appropriate features of social media which meet the requirements of the plan.
C.P6 Review data obtained on social media usage and interaction.

C.M3 Optimise the content, format and features of social media which meet the requirements of the plan.

BC.D2Evaluate the plan and use of social media in a business against business requirements.
BC.D3Demonstrate individual responsibility, creativity, and effective self-management in the planning and use of social media in a business context.

Time: Reading clocks and calendars, using timetables, organising appointments, conversions, dates

https://www.tes.com/teaching-resource/challenge-toolkit-6063318

Mutual Respect,

Rule of Law

Learners PC's with Microsoft office suite, Projector and screen, Laptops, Mobile Phones, Tablets, Internet access and Onedrive or alternative storage access.