Task:
In the role of an external consultant you have been requested to support your assigned
sector [ENTERTAINMENT SECTOR] in a move-away from a traditional static intranet/internet to
a platform that incorporates social media and social networks.

It is envisaged that such a move will transform the way the organisation interacts with all
or some of its stakeholders, that is customers/clients, suppliers and other parties. This
will involve the appropriate use (according to your allocated industry sector) of the
relevant ‘Four Pillars of Social Media Strategy’, namely communication, collaboration,
education, and entertainment (Safko & Brake, 2009). The move will also address the
business’ drivers through the identification of benefits and opportunities; with supporting
evidence and justification including audience needs and the role of user generated content.
Your report should finally outline the potential obstacles and adoption issues, both
internally and externally, for the recommendations you intend to propose.

Assessment Requirements
You have been assigned a case study scenario and are expected to produce a consultancy
report recommending a social media strategy for your given enterprise. Your report should
not exceed 3500 words (±10%). The limit excludes diagrams, references and appendices.

The structure of your report should have the following format:
•Title page (including Name, Student Id, course, & word count)
•Contents
•Executive summary (~80 words)
•Introduction (~500 words). The introduction should contain a brief description of the case
and set the context.
•Main body. This will contain a review of the literature and practice, evaluation of the
social media and social networking tools and applications for the enterprise,
identification of the most suitable solutions for the specific scenario, impact analysis
and an analysis of the findings.
•Conclusions and recommendations. This will contain the proposed strategy of adoption of
the most suitable and effective social media to improve the organisation’s reputation and
advance marketing and advertising campaigns. By using analysis tools and knowledge gained,
the recommendation for social media development for the organisation will be made.
•References.

Marking
This End-of-Term Assessment represents 100% of your mark for this module. Each component of
the coursework carries a different amount of marks. The marking scheme is as follows:

Executive summary 5 marks
Introduction 15 marks
Main body, containing:
? Review of literature and practice
? Tool and application assessment
? Their purpose and activities
? Relevance to sector
? Impact analysis 40 marks

Conclusions and recommendations 20 marks
References 10 marks
Presentation 10 marks

For a Pass mark (40-49%) you will need to demonstrate a basic understanding of the topic,
provide a suitable review of the existing literature including appropriate sources
(correctly referenced) and propose a rudimentary social media strategy for the firm.

For a 50-59% you will need to show a more proficient understanding of the case at hand,
propose a satisfactory social media strategy and relate your conclusions and
recommendations to your review. Conference proceedings and online resources are acceptable
sources for your literature review; however you will need a minimum of 2 journal articles.

For a 60-69% mark you will need to additionally demonstrate an in-depth understanding of
your subject, be able to critically analyse and evaluate relevant source material and
develop a comprehensive SM strategy for your client that shows clear relationships between
the researched topic, your findings and your conclusions and recommendations.

For 70% and up you will need (additionally) an extensive range of appropriate research
sources, particular evidence of insight into the proposed SM strategy and clear evidence of
innovative application of the relevant theories.

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