ECOM 322: Social Media Marketing

ECOM 322: Social Media Marketing

  1. Brief overview [Brand Summary & Social Media Accounts] [1.5 marks]

  • Find creative store/business name [Doesn’t exist].

  • Describe the industry and company.

  • Create proper social media accounts [such as Twitter, Instagram and Snapchat]. And provide screenshots of the accounts that you’ll use across all social platforms.

  • Explain the competitive advantage in order to show how the company can realize significant gains by using SMM and what do you want to achieve with social media?

  1. Audit your social media platforms performance [2 marks]

  • After creating your social media accounts, share it with your colleagues.

  • All students are required to participate/engage [likes, comments, tags or share] and provide screenshots.

  • Social media marketing statistics will give you the vision you need to improve your plan, check your account’s statistics [ex: Twitter analytics, Instagram Insights] and attach a screenshot to your report.

  • After that, you must analyze the company’s use of the social media by examining their presence on the following social media platforms:




Company Posts


Average response time to feedback

Platform 1

Platform 2

Platform 3

Note: you can use any free online Sentiment Analysis tools to evaluate your social media presence.


  1. Social media benchmarking [3 marks]

  • Review the social media accounts of five local competitors and pay attention to their tone and personality and analyze your competition’s social media platforms, base your analysis on what you’ve observed on your competitor’s social media accounts across all platforms.

For each competitor answer the following questions:

  • How your competitors use each platform?

  • What type of content are they posting? And social media platforms used?

What content is getting the highest engagement [e.g. retweet, likes, comments]?

  • How many followers do they have?

  • How often do they post [daily, weekly or monthly]?

  • Do they respond to comments? And how?

  • Are your competitors successful on these platforms?

Note: You can use any free online third-party platform for further analysis.

  1. SWOT Analysis [1 mark]

  • Conduct a social media SWOT analysis for your business (At least 3 points for each element/factor).

  • After completing SWOT analysis, think about the results and act accordingly, how can a SWOT analysis help your business?

2.      Define your social media marketing goals [1.5 marks]

  • Based on the finding from your social media audit, write the goals and strategies section of your SMMP.

  • How are you going to get people to engage with your business on social media?

  1. Research your target audience [1 mark]

  • Research to determine the target audience of your business.

  • You will create three marketing personas that represent the organization’s target audience.

  • Which platforms might best help you achieve your goals? [Select at least 4 platforms].



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