business report

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 (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” (PDF 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 (assigmnet 1) and analytics (assignment 2).
You are expected to account for the following stages:
1. Definition: mission statement, etc.
2. Research: software tools, competitors, audience, etc.
3. Strategic design: messaging document, team roles, success and KPIs metrics, etc.
4. Implementation: content assets, schedule, audience engagement, etc.
5. Evaluation and reporting: impact metrics, insights, etc.

Plan layout
This assignment should include:
• Report title page (with appropriate information).
• Executive Summary (separate page; about 150 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.
Marking criteria
You will be assessed based on:
• Identification and articulation of appropriate campaign research and evaluation methods;
• Level of critical thinking represented in the background analysis;
• Demonstrated understanding of the planning and organisation of a social media campaign;
• Identification and articulation of target audiences and key campaign stakeholders;
• Identification and articulation of appropriate campaign messages;
• Demonstrated understanding of campaign time management – structuring of campaign schedule;
• Creativity and originality of key campaign elements;
• Identification of ethical issues and cultural sensitivities for client;
• Level of professionalism in presentation including use of appropriate report structure, appropriate
use and accuracy of language, spelling, grammar and editing, layout and format.•
• Level of critical analysis and understanding of network concepts.