Suggested length

2,000 words (excluding Table of Contents, Summary, References, etc)

A-Instructions for Brief (approx. 1500 words)

The Chief Executive Officer of an organisation in Canberra wants to launch a new campaign. You have been asked to develop an online campaign strategy. The organisation (which could be government, educational, private sector, or not-for-profit) is global, with locations in Shanghai, Dubai and London, so the employees, including yourself as the team leader or manager, work in cross-cultural contexts and virtual workplaces and use the latest technologies and collaborative platforms for working and communicating.
You should approach this as a business report. You can base your approach on “The Social Media Marketing Plan Outline” (available on Canvas) but you should also use your readings of theory and practice, case studies in the literature, and your own experience. You may also draw on the insights derived from your knowledge of reputation management (assignment 1) and analytics (assignment 2). You are expected to account for the following stages:

1. Definition: mission statement.

2. Research: software tools, competitors, audience, other publics.

3. Strategic Design: messaging document, team roles, success and KPIs metrics.

4. Implementation: content assets, schedule, audience engagement.

5. Evaluation and reporting: impact metrics, insights.

Plan layout

This assignment should include:

· Report title page (with appropriate information).

· Executive Summary (separate page; about 100 words).

· Table of contents (separate page).

· Introduction (starting on a new page; numbering to start at 1).

· Headings and sub-headings (that are meaningful).

· Tables and/or Figures (if appropriate) – correctly labeled.

· Bullet points allowed (but very sparingly).

· Conclusion (not a re-statement of introduction).

· Correct in-text referencing (Harvard style) and a reference list (correctly formatted)

B-Instructions for Reflection (approx. 500 words)

In the second part of the assignment you are asked to academically reflect on how network analysis and network science can inform social media campaigning (whether for a brand, NGO, government department, or individual actor). You should draw on the practical and theoretical knowledge of networks which you have gained during this unit.

You should use a minimum of 5 peer-reviewed references (including two from the unit reading list) in APA or Harvard format.