week 6
C2 Content creation and publication
Carry out research in order to produce engaging content for the intended target audience.
The use of any form of research can be crucial to the creation of engaging and captivating content for use on a social platform. Being able to target directly the audience of interest could be key to the success of any campaign. So any opportunity to gather the thoughts of this group should be taken as soon as possible. Asking questions, and discussing previously created content that had been produced by others could enable future content to be better suited for the targeted audiences.
Produce, publish and manage content.
Using the selected platforms of choice the publication of content should follow the plan, or posting schedule that has been agreed with the organisation. Content can be created in advance of the time that it is due to appear on socials. It is important to check and verify that the created content is correct and that there are no spelling or image issues prior to posting.
To assist in the creation of content to go in to your assessments you may find a number of sites online that can generate "simulated" posts that will allow you to show how your posts might appear. Some fantastic sites that will support this generation are;
Ad Mock ups
Prank Me Not
Improving the visibility of published content.
There are a number of things organisations can do to improve the visibility of their posted content such as
Selection of right keywords - When creating content, consideration around the correct keywords that people are likely to use when they are searching for information on content linked to the organisation's posts. Organisations should attempt to include these keywords in their title, meta description, and throughout their content.
Promotion of content on social media. - Sharing content on social media and encouraging their followers to share it as well. Organisations can also use social media to run contests and giveaways to promote their content.
Blogging on other websites. Guest blogging is a great way to get any organisation's content in front of a new audience. When guest blogging, organisations should make sure to include a link back to their website in their bio.
Paid advertising campaigns. Some organisations may, if they have the budget, run paid advertising campaigns to promote thier content. This can be a great way to reach a large number of people quickly.
Optimisation of content for search engines. There are a number of things organisations could do to optimize their content for search engines. This includes using the right keywords, writing clear and concise titles, and creating informative and engaging content. Again this links back to the careful selection of keywords.
Methods to encourage audience interaction, e.g. use of images, the phrasing of text content, and timing of posts to coincide with times when followers are online.
The content that is included in posts can have a huge impact on the success or failure of the post or campaign. The use of stimulating images, videos and the colour and positioning of text on posts can catch users' eyes when on notification boards within social media platforms, so it is very important to consider the images, videos and music used in the post this could be used in a suggestive way to "hook" an audience into a thread of posts over a period of time, for example, the use of "head over to our Twitter channel to see whos performing on the main stage at an event" on an Instagram account, or, coupon image and a link to a website.
The time that these posts appear is also vital to how many users interact with the content. When are your audiences more likely to look at their socials 9:00 am 3:00 pm, and 11:00 pm? having the content scheduled to land at the time your audiences are online is a great option if you were unable to post it at that time manually.
Integration of information across the esports organisation’s website and social media websites.
Adapting and testing content on different devices/platforms, e.g. mobile phones, tablets and notebooks.
The generation of content and the platforms that it will appear on requires some caution to be applied before making it live. Some platforms may require content to appear using specific dimensions and "Safe Areas" which basically means that the content within set zones will be viewable and visible to those that are likely to interact with the content. However, if the content falls/spills over these areas the message of the content may be lost as some words/images may be cut out.
Additionally, this content may not appear in the same size on a device as it was in the graphics or video editor. This could have a significant impact if key details like address, phone numbers, web links and cost were affected by the size difference.
C3 Implementation of online community building
Implementation of an online community-building strategy, including:
When building or even contributing to an online community within social media organisations may use strategies to put their content in the browsers and apps of those that might want to see this type of content. Organisations are able to use the # or "hashtag" symbol to use as a keyword or identifier of the link to a specific discussion, topic or event. The use of these tags can be very powerful in putting content in the right places.
As you can see from the image below, posts on the LinkedIn platform use hashtags to build a following around teams and also events.
The ability to contribute content within groups on social media can provide organisations weight in their presence, opinions and possibly direction. This is often referred to as "influence".
Finally following people and other esports organisations or businesses can be beneficial to an organisation's status within the sector, whilst the other may be competition to what an organisation is doing, the acknowledgement of each other is important.
Monitoring and responding to comments, the importance of prompt responses.
The creation of a community requires continual discussion and interaction with the audiences and followers. Organisations should not just simply post and forget, followers and community will quickly remove themselves from your socials or not engage with any future content. The image of the tweet below demonstrates the discussion between G2 Esports and their fans but also provides a little mystery to future events.
Using tools and techniques to automate content posting
There are a number of tools available to organisations to allow them to monitor and automate their social media presences under a single web applications. Some of the most popular are;
SproutSocial
Hootsuite
Last Updated
2023-06-14 08:58:15
Links to Learning Outcomes |
Links to Assessment criteria |
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Learning aim C: Implement the use of social media in an esports organisation |
C.P5 Produce business-related content for an esports organisation, using appropriate features of social media that meet the requirements of the plan. C.P6 Review data obtained on social media usage, interaction and search engine rankings. C.M3 Optimise the content, format and features of social media that meet the requirements of the plan. BC.D2 Evaluate the plan and use of social media in an esports organisation against its business requirements. BC.D3 Evaluate the extent to which the optimised content, format and features has improved search engine rankings, using an effective and detailed review of data. |
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Anonymous Assessment - Learners assess an anonymous piece of work containing deliberate mistakes against given success criteria.
Anonymous Assessment - Learners assess an anonymous piece of work containing deliberate mistakes against given success criteria.
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