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The assignment is due on 6 Mar 2015, Fri, 2359hrs. Research and references, and
are not merely opinion pieces. Max 6 pages, 1.5 line spaced, 12 point font
Part 1 (80 marks)
Compare and contrast the use of social media in the public relations and
advertising efforts of one organisation that has used social media successfully
and one organisation that has not.
My choices: Old Spice twitter
Negative choice: myNYPD
1. Describe how each organisation uses/used social media (please include a link to
the organisations campaigns or social media efforts) (25 m)
a. Is it part of a campaign? Is there a strategy or is it ad hoc? If there is a strategy
or campaign, describe what it consists of. What are the strategies and tactics?
Old spice: Yes there is a campaign which is to rebrand itself and create a
brand personality and equity. There is an overall strategy behind it. The update
their social media platforms routinely and is consistent throughout. Most
platforms cross post across against each another. They organize campaigns to
promote and advertise their products. [write like redbull] Engagement
strategies: RTM (superbowl, holidays (thanksgiving)), Tactics: regularly have
updates: nonsensical, don't link to their products but build on their brand
personlity. Their
NYPD: It is technically part of campaign. However doubt there is a strategy
behind. More gimmicky as they did not follow up or have routine activities on
that engagement level?? [learn if they did something like that on other sites]
Describe the shit that happen. Their platforms is mainly used to disseminate
information (press agency)
b. Analyse the organisations use of the various social media platforms.
Old spice uses twitter, FB, youtube, instagram, tumblr
Facebook: List down the activites, talk about the purpose, and whether it is
effective in
Twitter:
Youtube:
Instagram:
Tumblr:
NYPD: Facebook, utube, twitter
Facebook:
Twitter:
Youtube:
Se the dialogic theory thing. Is there a lot of participation involved? What
kind of content. What kind of PR model is it.
c. What are the organisations goals and objectives? Is this clear from their use
of social media?
Old spice: yes. State the goals and objectives. Then give evidence to support.
Goals: vaguish: develop brand equity and become a market leader? (google
their main mission for support)
Objectives: its
d. What is/are the key message(s)?
2. Describe the target audience (think in terms of both traditional as well as social
media segmentation) (25 m)
a. How has the organisation segmented its audience?
b. Analyse the relationship between audience segmentation and the social
media platform(s) used?
c. Suggest an alternative/additional platform.
3. Why do you consider the organisations use of social media
successful/unsuccessful? (5 m)
4. Are any of the theories (or some part of the theories) that you have learnt so
far applicable to how the organisations have used social media? For the
unsuccessful organisation can the application of the theories help in making
its social media efforts more successful?
(you might want to consider Diffusion of Innovation, Social Object Theory,
Social Network Theory, Dialogic Communication, Relationship Management,
Strength of Weak Ties among others) (25 m)
- Viral content: Diffusion of Innovation [info is spread via attributes of the
product/idea], Social Object Theory, Social Network Theory, social capital,
Dialogic Communication, strength of weak ties??, Emotional connection:
humor, [how to form communities]
Part 2 (20 marks) Answer the following question. Your answer should be between
300 - 500 words:
The social media scene is fast paced and fast changing with the constant
introduction of new apps and trends. Analyse one recent/new app or trend and
state why/how you think it will have an impact on advertising and public
relations, and/or society.
New app or trend:
Exactly what is advertising and PR. Skip to the slide on how PR has changed
today.
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