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FBLT056 Digital Marketing Management

tag 0 Download 8 Pages / 1,823 Words tag 28-07-2021
  • Course Code: FBLT056
  • University: Coventry University
    icon is not sponsored or endorsed by this college or university

  • Country: United Kingdom


Devise a strategy for a media outlet, e.g. a UK newspaper for a specific section of that outlet, e.g. sport, fashion, or for a series of stories, e.g. an investigation.

Start by specifying which media outlet or which media outlet's content you are proposing the social media strategy for. For example, you might come up with a strategy for a local newspaper, or the problem page (agony aunt section) of the Sun, or the women's section of the Mail.

Some suggestions:

Devise a social media strategy to:

1.a. crowdsource information for the Evening Standard's Dispossessed campaign (how might this compare to The Counted?)

b. better engage with a local newspaper's audience (e.g. what are hyperlocal blogs, such as West Hampstead Life, doing in comparison)

2. If applicable, set out how the media outlet or content you have chosen is already promoted on social media. How successful, or not, do you think it is – and why? What evidence can you provide to back up your analysis/argument? (For example, how popular is their existing social media content?) Can you speak to anyone at your chosen media outlet about their use of social media, e.g. the social media manager or audience team?

3. Set out the goal of your social media strategy: is it to promote content, better engage your audience, reach new readers, help crowdsource information for a story or an investigation? Look at how your chosen media outlet's main competitors are using social media? What are they doing better?

4. Set out which social media platform(s) you will use and why, bearing in mind the audience

5. Give examples of how you would promote content, crowdsource information or engage with readers via social media. 

6. If applicable, set out how the social media strategy would support your chosen media outlet's wider digital strategy. (Many media outlets have given interviews about their digital strategy to, the Press Gazette, Nieman Lab, Media Guardian, Wired, etc.)

7. Explain how you would gauge and/or measure the success of your social media strategy. For example, how many clicks on Facebook, etc. How long do you think it would take to achieve the results you want?
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Total 8 pages

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