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ASSESSMENT BRIEF
Subject Code and Title	PRL201: Content Creation for Social Media
Assessment	Strategy Implementation
Individual/Group	Individual
Length	Equivalent 2,000 words (+/- 10%)
Learning Outcomes	b) Create engaging multimedia content using a range of social media platforms to reach target publics c) Build and maintain brand personality d) Analyse, evaluate and adapt social media campaigns
Submission	By 11:55pm AEST/AEDT Sunday of Module 5 (week 10)
Weighting	40%
Total Marks	100 marks

Context:
In this assessment, you are required to implement the social media strategy proposed in
Assessment 1. The content should be engaging and relevant to the target audience to build
and maintain a good social brand personality using a range of different social media
platforms suggested in the first assessment. Remember the focus is on building a brand
culture and community and not selling product. You should also aim to take on feedback
from your learning facilitator from Assessment 1 and modify your approach if needed.
If posting live, weekly implementation analysis and evaluation from the platform specific
analytics (eg., Facebook/Instagram Insights) should provide a good background to any
adaptations on the proposed posts from Assessment 1 and to help improve post
performance eg., best times to post, what content is engaging the target audience etc.
Ensure you keep records of any changes or adaptations implemented during this phase, and
include them in Assessment 3.
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Instructions:
• You must use the chosen client from Assessment 1.
• You are required to use the same social media platforms proposed in the first
assessment. If changes are required, whether on selected platforms, suggested posts,
dates, or times, keep records of them, and include these changes and respective
reasons in Assessment 3.
• You must use at least two (2) social media platforms and create a weekly post for each
(as a minimum) from weeks 6 to week 10 inclusive, as proposed in your social media
plan.
• Ensure the content is relevant and engaging. Again, please keep in mind that this
isnot a platform to advertise company products/services and you should be using
subject concepts and essential readings /viewing to inform the content creation
process.
Option 1: Working with a real client directly with access to their social media platforms
o As you have permission from the client, you should post on its social media
channels as proposed in Assessment 1.
o You should post relevant, engaging content that is not directly aimed at
selling product. It may relate to industry issues. Solve consumer problems.
Provide information, entertainment, inspiration and education.
o Branded sales/promotional content will not be considered for this
assessment. If the client requires branded content, they should be posted in
addition to the social media plan.
o Students are advised to share posts in development or links in the subject
discussion forum for peer feedback on post content with the potential to
improve it and/or to gain more engagement.
Option 2: Working without permission of a real client:
o If you don’t have the permission of the client, you are required to set up new
social media platforms as proposed in Assessment 1.
o Ensure you set up professional or creator accounts/platforms, to have
access to their respective analytical tools (e.g. Facebook page).
o You should post relevant, engaging content that is not directly aimed at
selling product. It may relate to industry issues. Solve consumer problems.
Provide information, entertainment and education.
o Branded sales/promotional content will not be considered for this
assessment.
o When setting up the social media accounts, use an alternative name to
identify them: use your own name and the code of this subject to
identify the social media accounts (e.g. Your Name – PRL201).
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o To avoid any issues, include the following disclaimer in the description of
each account.
“The postings, opinions and ideas on this [social media platform, website,
blog] are only for academic purposes and do not representany particular
company, strategy or opinions.”
o Students are advised to share posts in development or links in the subject
discussion forum for peer feedback on post content with the potential to
improve it.
o NB: Extremely important is that once feedback has been received for
Assessment 2 all student social media platforms created for the assignment
should be deleted.
Submission Instructions:
• You are required to submit one (1) workbook with a collage of all posts created for
the client, including screenshots of each post on Sunday of Week 10, as per
submission details described in the brief.
Suggested format:
a. Cover page
b. Introduction
c. Social media posts including:
i. Week / Date / Time of post
ii. Brief description of the process of how the post was created, and
where content was sourced from including relevant sources /links
eg., image sourced from Unsplash, manipulated in canva, with an
original meme created.
iii. Brief rationale of the strategic thinking behind the post, linking to any
relevant theoretical principles and their source eg.,from lecture notes,
course materials and links, external sources. NB: Bullet point
descriptions / justifications acceptable.
d. References
• You can collate the posts using Word, Powerpoint and/or PDF, and organise them
using screen shot images for each post from the platform itself and/or a link to
video or blog content. Write the process and rationale under each post.
• It is recommended to submit the assessment in PDF to maintain all the formatting,
and to avoid any file issues. Due to the large number of images, you should use
appropriate software (available free online) to compress the PDF file, e.g.:
– https://smallpdf.com/compress-pdf
– https://www.pdfcompress.com/
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• Submit the PDF document to Blackboard. The Learning Facilitator will provide
feedback via the Grade Centre in Blackboard. Feedback can be viewed in My
Grades. The Learning Facilitator will assess actual posts and social platforms
utilised for the implementation of social media strategy.
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Learning Rubric: Assessment 2 Strategy Implementation

Assessment Attributes	Fail (Unacceptable) 0-49%	Pass (Functional) 50-64%	Credit (Proficient) 65-74%	Distinction (Advanced) 75 -84%	High Distinction (Exceptional) 85-100%
Grade Description (Grading Scheme)	Failgrade will be awarded if a student is unable todemonstrate satisfactory academic performance in the subject or has failed to complete required assessment points in accordance with the subject’s required assessment points.	Passis awarded for work showing a satisfactory achievement of all learning outcomes and an adequate understanding of theory and application of skills. A consistent academic referencing system is used and sources are appropriately acknowledged.	Creditis awarded for work showing a more than satisfactory achievement of alllearning outcomes and a more than adequate understanding of theory and application of skills. A consistent academic referencing system is used and sources are appropriately acknowledged.	Distinctionis awarded for work of superior quality in achieving all learning outcomes and a superior integration and understanding of theory and application of skills. Evidence of in-depth research, reading, analysis and evaluation is demonstrated. A consistent academic referencing system is used and sources are appropriately acknowledged.	High Distinctionis awarded for work of outstanding quality in achieving all learning outcomes together with outstanding integration and understanding of theory and application of skills. Evidence of in depth research, reading, analysis, original and creative thought is demonstrated. A consistent academic referencing system is used and sources are appropriately acknowledged.
Create New Social Media Content 60%	Content is poor and/or does not align with original client brief. Content created is not relevant and/or engaging. Unbranded content has not been considered in the implementation of social media strategies.	Content is satisfactory, and strategy adequately aligns to original client brief. Content created is relevant and/or engaging, however some adjustments are required. Unbranded content has been prioritised in the	Content writing is good, and the design and strategy align well to original client brief. Good social media content and storytelling techniques have been used to create the content. Unbranded, relevant and engaging content has been	Content writing is very good, and the design and implementation of strategy align very well to original client brief. Very good social media content and storytelling techniques have been used to create content.	Content writing is exceptional, and the design and strategy exceed the expectations of original client brief. Outstanding social media content and storytelling techniques have been used to create content.

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Little or no evidence at crafting original authentic brand personality.	implementation of social media strategies. Basic attempt at crafting brandpersonality.	created. Content created helps to build and maintain the personality of the brand.	Creative, unbranded, relevant and engaging content has been created. Very good creation of authentic brand personality, which has been well maintained, over the campaign. Consistent with brand identity.	Creative, unbranded, relevant and engaging content has been created. Outstanding creation and sustained maintenance of a successful and authentic brand personality over the campaign. Consistent with brand identity.
Process and Rationale of the Social Media Content 30%	Little or nodescription of the process of how the post was created, and where content was sourced from including relevant sources /links. Little or no rationale of the strategic thinking behind the post, linking to any relevant theoretical principles and their source.	Somedescription of the process of how the post was created, and where content was sourced from including relevant sources /links.Some rationale of the strategic thinking behind the post, linking to any relevant theoretical principles and their source.	Good description of the process of how the post was created, and where content was sourced from including relevant sources /links.Good rationale of the strategic thinking behind the post, linking to any relevant theoretical principles and their source.	Very good description of the process of how the post was created, and where content was sourced from including relevant sources /links.Very good rationale of the strategic thinking behind the post, linking to any relevant theoretical principles and their source. Very good engagement of subject concepts.	Excellent description of the process of how the post was created, and where content was sourced from including relevant sources /links.Excellentrationale of the strategic thinking behind the post, linking to any relevant theoretical principles and their source. Outstandingengagement of subject concepts.
Presentation 10%	Unprofessional writing standard. Major spelling and grammaticalerrors throughout the submission. Majorinconsistencies with submission instructions. Overall report presentation poor.	Satisfactory writing standard. Minor spelling and grammaticalerrors throughout the submission. Minor inconsistencies with submission instructions. Overall report presentation adequate.	Good writing standard. Few spelling and grammatical errors throughout the submission. Few or no inconsistencies with submission instructions. Overall report presentation good.	Very good writing standard. No spelling and grammaticalerrors throughout the submission. No inconsistencies with submission instructions. Overall report presentation very good.	Excellent writing standard and Information provided. No spelling and grammaticalerrors throughout the submission. No inconsistencies with submission instructions. Overall report presentation excellent.

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