Digital Agency Network

Assessment 1: Analysis of a Social Media campaign 1000words
Social media has found its way into most people’s lives in some capacity. Whether users are constantly posting and consuming media, or they perhaps utilize their socials once or twice a week, social media has become an incredibly efficient and broad-reaching method to engage audiences. It is also a very useful way to find new audiences and publics.
Content producers are very aware of the potential of social media, so will often produce short and long-term social media campaigns for whatever they are working on to spread the news to those who are interested, and to find new audiences. However, merely creating a Facebook page and publishing a few updates will rarely work. It is a highly strategic and targeted process that affords the logics of social media to ensure it is seen by those targeted audiences and publics.
For this assignment, we want you to identify a social media campaign and critically examine how it operates. Some examples of past social media campaigns might be:
Content Marketing, Frank Body: https://www.coredna.com/blogs/ecommerce-content-marketing-frank-body (Links to an external site.)
Social Enterprise, Who Gives A Crap: https://au.whogivesacrap.org/ (Links to an external site.)
Branded Content, Digital Agency Network: https://digitalagencynetwork.com/amazing-instagram-story-ads-from-the-creative-brands/ (Links to an external site.)
Product, Starbucks Unicorn Frappuccino: https://www.theguardian.com/business/2017/apr/21/unicorn-frappuccino-starbucks-instagram-selfie-social-media (Links to an external site.)
Lifestyle, #LushLife: https://www.instagram.com/explore/tags/lushlife/?hl=en (Links to an external site.)

Assessment 1: Critical Analysis of Social Media Campaign
Use these questions to drive your analysis:
– What is the overall objective of the campaign?
– What is the key message being used to drive the campaign?
– What are two things you have noticed about your campaign that align with any of the key themes of this unit that we have covered so far?
What examples do you have that demonstrate this? (photos, videos, links etc)
Components
This assignment is a 1000-word assignment, assessed individually. It is to be written in an academic tone, with empirical examples and a Reference section using APA 6. We suggest your assignment include the following:
An Introduction – an overview of the social media campaign (200 words);
A theoretical framework – explain the concept/theme of the unit you are using (300 words;
Case study – Apply the theory you have identified in the previous section to your case study. Use examples to strengthen your argument (photos, links to videos, quotes, etc.) (300 words);
Conclusion – Clearly describe what you have discovered during this research process (200 words);
Reference: APA6

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Requirements
To complete the assessment task, you must complete the following:
Identify the social media campaign (do not use the examples above, please find your own example). What is the brand/service, which platforms do they use/what is the idea or concept behind the campaign?
Draw on the themes of the unit. We have covered a number of useful concepts in regard to social media during the weekly seminars between weeks 1-5. You are required to use two themes of the unit during this time and apply them to the social media campaign you have chosen. How do they align/misalign with the scholarship? What new insights can your research add to this discussion/debate?
Use empirical evidence to describe your campaign. Beyond the concepts of this unit, what else have you learned from this example? What sort of media did they produce and use? What is the reason they chose specific platforms over others? How successful was the campaign?

You can use any resources to do this assignment but please quote at least 2 of these readings :
1.Lipschultz, J. H. (2018). Introduction to Social Media Concepts Social Media Communication: Concepts, Practices, Data, Law and Ethics(pp. 1-38). New York: Routledge.
2.Stevens, R., Gilliard-Matthews, S., Dunaev, J., Woods, M. K., & Brawner, B. M. (2017). The digital hood: Social media use among youth in disadvantaged neighborhoods. New Media & Society, 19(6), 950–967.

3. Steele, C. K. (2016). The Digital Barbershop: Blogs and Online Oral Culture Within the African American Community. Social Media + Society, October–December(2016), 1–10.

For more information on Digital Agency Network read this: https://en.wikipedia.org/wiki/Social_media_marketing

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