Module title

Social Media PR

CRN

50469

Level

7

Assessment title

Reassessment 2 – Digital Portfolio and Critical Reflection

Weighting within module

This assessment is worth 60% of the overall module mark.

How to submit

You should submit your assessment via the Assignment 2: Social Media PR, digital portfolio and critical reflection folder on Turnitin, Blackboard.

As the University will mark assessments anonymously where this is possible, please use your student roll number and not your name on your submission. 

Assessment task details and instructions

For this portfolio you will be focusing on social media and digital content.

Brief:

You have been tasked to shake up the social media PR for Salfood, the on campus hospitality outlet at the University.

They currently have social accounts for Facebook, Twitter, Instagram and TikTok.

Their aim is to attract more students to purchase food and drink from them rather than going to external outlets off campus such as Pret, Nandos or McDonalds etc.

In your role as the hypothetical PR officer for Salfood, analyse their current social media and research their other food and drink outlet competitors to improve their social standing and increase their following, engagement and ultimately their customers through your use of social media PR. Create a social media portfolio which displays your learnings and production skills as well as your creativity and understanding of the target audience.

Assessment task details and instructions:

This is a portfolio assignment, comprising of four components.

Therefore, as part of your online portfolio, you MUST create:

·A 2 minute video intended for Facebook. You must film and edit this original content so it is suitable for the social media platform and audience it is intended for. The video should either have a voiceover or a copyright free music track underneath it, plus subtitles or graphics where necessary. (equivalent of 1000 words)

·Produce a TikTok pitch, identifying a realistic influencer,the mechanics of what content they could create and how it would be a success. (500 words)

·a fully populated weekday (you must adhere to the week provided by the module tutor) content calendar that includes the social channels, Facebook, Instagram and Twitter (1000 words)You must also write and submit a 1,500 word rationale relating to your portfolio using academic text and the Harvard Referencing System, this should include:

·Your reasons for choosing to create the content you have produced

·Any challenges you met along the way and how you overcame them

·How this experience will inform your future practice

·Relevant PR case studies that you researched and inspired you in producing this portfolio.

 Altogether the portfolio content and reflection will total 4,000 words

Assessment Criteria

Marks for your assessment will be allocated based on the following marking criteria

·Use of production skills including creativity and originality in produced content

·Suitability of content for suggested target audience

·The ability to identify a suitable influencer and create a pitch that successfully meets a brief.

·The ability to create a well thought out social content calendar

·Reflection and critique of your work including use of research/use of academic literature 

Knowledge and Understanding

Assessed intended learning outcomes

On successful completion of this assessment, you will be able to:

• Demonstrate a competence in producing and presenting digital content for social media, using original and third-party media, formatting, styles etc
• Demonstrate an ability to capture and integrate images, video and audio within their communications strategies
• Demonstrate ability to research and produce appropriate, engaging and accurate content in response to a given brief and to deadline
• Demonstrate an understanding of Social Media for PR use

Word count/ duration (if applicable)

Your assessment should be 4,000 words. (Excluding Referencing List-see breakdown of this above)

Demonstrate a competence in producing and presenting digital content for social media, using original and third-party media, formatting, styles etc

Your word count can be 10% (250 words) under or over this word count without being penalised. Include 10 reference citation.

• Demonstrate an ability to capture and integrate images, video and audio within their communications strategies