MDIA5003 Social Media Campaigning Assessment Guidelines

Assessment 1: Presentation

Due date: Per presentation schedule

Submission: slides, via Turnitin

Weight: 20%

From week 2 on, a group of two or three students will perform tutorial facilitation in the
beginning of the tutorials. This task lasts 5 minutes x number of people in the group (e.g. 2
group members: 10 minutes in total; 3 group members: 15 minutes in total).

You are required to lead class discussions around the weekly topic. For example, if you are
scheduled to deliver your presentation in week 2, then you will focus on the week 2 topic.

Please use weekly readings as a point of departure. The first step is to identify and explain
the key points from the readings, rather than simply reading out the written text. The group
is then required to elicit discussions in class, by engaging with readings and other relevant
resources (e.g. industry cases, further academic sources, activities). Following the
discussion, sum up the main outcomes.

Apart from the oral presentation in class, submit your slides via Turnitin 24 hours prior to
the day of your presentation and leave some time for final rehearsal. Note: This is to
encourage you to start working early as a group. No late penalty as long as you submit it
prior to your presentation.

Your presentation will be marked using the following criteria:
(1) Demonstrated understanding of conceptual knowledge and the ability to identify key
ideas;
(2) Demonstrated ability to identify relevant resources (e.g. industry cases, further academic
sources, activities) and put them to productive use;
(3) Demonstrated ability to engage and respond to the audience;
(4) Demonstrated teamwork skills and professional communication skills.


Assessment 2: Report

Due Date: 19 Oct (Sunday), 11:59pm Word count: 1000 words

Weight: 30%

There are two options in this assessment and you may choose either one of the following
two.


Option 1: Industry Insights Report:
Select ONE weekly topic from week 2 to week 5, and conduct your research about how
these relevant issues are discussed and debated in the industry.

You may draw on publicly available sources from news articles, trade publications, industry
forums or workshops, social media discourse of brand organisations and industry
professionals. Try to immerse yourselves in the industry discussions first, then synthesise
the data and consider how they link back to discussions in the course to shape up your
report.

You may select one perspective to focus on, such as public relations, advertising, creative
production, influencers, or other intermediaries (e.g. agencies, platforms) in the social
media context.


Option 2: Social Media Profile Report:
Select ONE social media account of either a brand organization or an influencer, and
conduct an audit for the purpose of the report. The account can be selected from platforms
such as YouTube, Twitter, Facebook, Instagram, Weibo, TikTok/Douyin and Xiaohongshu.

You may focus on a selected timeframe, which can range between 30 to 90 days. As the
frequency of posts differ for different brand organisations/influencers and across different
platforms, you may decide which timeframe you want to work with for the purpose of this
assessment. This could be a recent period (e.g. recent two months) or a timeframe of your
choice that has a particular rationale (e.g. a timeframe where a media event occurs, or a
particular stage of an influencer career).

Focus on the following questions and report your findings.
What kind of content is published by the brand organization/influencer?
Who are the intended audiences? What are their characteristics?
What is the brand/influencer persona? To what extent is this conveyed through social media
approaches?
How well is the content received by audiences? Which posts have performed well?
Are there any controversies?
What are the reasons behind popularity or controversies?

Whichever option you choose, your report should communicate your findings professionally
and succinctly. Consider using headings and/or graphs where relevant. Be clear, direct and
concise.

Your report will be assessed according to the following criteria:
(1) Demonstrated understanding of relevant conceptual knowledge;
(2) Evidence and quality of research;
(3) Depth of analysis and engagement with course content;
(4) Writing style (e.g. structure, clarity, grammar, referencing)



Assessment 3: Social Media Campaign Critique

Due date: 23 Nov (Sunday), 11:59pm Word count: 2000 words

Weight: 50%

This assessment requires you to individually develop a critique of a social media campaign in
the past two years.

The key questions you need to consider include:
What are the contexts of the campaign and what are campaign objectives? Who are the
target audience?
What are the strategies and tactics that have been employed? (Consider for example the
choice of platforms and use of platform affordances, influencer engagement, content
production and curation, community engagement)
How successful is the campaign in your opinion? (key aspects of drawbacks and/or
successes)
What specific recommendations do you have to improve the effectiveness of the campaign?
What are your insights? How can you support your points with relevant facts, data and/or
theoretical discussions?

Your essay will be assessed according to the following criteria:
(1) Demonstrated capacity to apply relevant conceptual knowledge;
(2) Evidence and quality of research to guide the critique;
(3) Depth of analysis and quality of recommendations;
(4) Writing style (e.g. structure, clarity, grammar, referencing)

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