Digital Report Assignment

Module One

1: Research ONE brand campaign that is highly integrated. Explain how the campaign is integrated. Be specific and provide examples of the campaign's various paid, owned and earned media and their integration. Do not use a campaign discussed in this module. This campaign needs to involve social media.

2: Read the embedded blog, 16 Differences Between Traditional Media and Social Networking' by Angela Hausman. Discuss at least FIVE differences, providing specific examples for each difference. (PLEASE EMBED THE BLOG: https://hausmanmarketingletter.com/16-differences-betweensocial-media-and-traditional-media/

Module Two

1: Please choose a brand of your own choice that has successfully utilized the digital technologies to improve its customer engagement. Explain how the brand has used the digital technologies and the outcomes (please use statistics, such as sales, usage etc)

Module Three

1: Research ONE brand that has effectively used social media platforms to engage today's digital consumers. Please explain in relation to Tuen (2020)'s zones of social media framework

Module Four

1: Read the Yellow Social Media Report: Part Two - Business 2020 and discuss:

1. a) The top 3 most social media platforms that Australian Small and Medium Businesses (SMB) use to advertise. Why do you think these channels are most commonly used?
2. b) Find a successful campaign of your choice, explain how the brand has used paid social media advertising to achieve its campaign success (Please indicate the social media channel, explain why this social media platform has been chosen, its ad placements, explain how the ad placements work and the results – only one social media channel is required)

Module Five

1: Find a brand of your choice that you believe it has successfully used social publishing, explain how the brand has effectively used social publishing in relation to the content value ladder and content for social publishing table (please list content types, what topics covered in the content, and cite the social media metrics of their content). You are only required to choose one social media channel (e.g. Facebook, Instagram, Tik Tok or Twitter)

Module Six

1: In relation to one brand of your choice, use the social media analytics tools (e.g. Fanpage Karma) to measure the brand's owned social media performance and compare it with its competitor. Using at least 6 indicators (please use statistics), explain them and discuss what the brand can do to enhance its social media performance.

2: Define owned media. Research a brand of your choice that you believe its social media pages are successful. Discuss its owned social media pages in relation to the principles of social media marketing success.

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