Ecom322 social media marketing

College of Computing and Informatics
Assignment 2
Deadline: Day 5/5/2024 @ 23:59
[Total Mark for this Assignment is 8]
Student Details:
Name: BUSHRA
ALABDULWAHAB
ID:
190074
631
CRN: 21527
Instructions:
• You must submit two separate copies (one Word file and one PDF file) using the Assignment Template on
Blackboard via the allocated folder. These files must not be in compressed format.
• It is your responsibility to check and make sure that you have uploaded both the correct files.
• Zero mark will be given if you try to bypass the SafeAssign (e.g. misspell words, remove spaces between
words, hide characters, use different character sets, convert text into image or languages other than English
or any kind of manipulation).
• Email submission will not be accepted.
• You are advised to make your work clear and well-presented. This includes filling your information on the cover
page.
• You must use this template, failing which will result in zero mark.
• You MUST show all your work, and text must not be converted into an image, unless specified otherwise by
the question.
• Late submission will result in ZERO mark.
• The work should be your own, copying from students or other resources will result in ZERO mark.
• Use Times New Roman font for all your answers.
Question One
Pg. 01
Learning
Outcome(s):
Question One
LO1: Identify most
HTML tags and
CSS properties
and use a text
editor to construct
the basic HTML
and CSS
structure for
a webpage.
A number of new Application Programming Interfaces (APIs) are defined by HTML5
to facilitate software application communication with one another. Name and describe
THREE different types of these APIs.
LO2: Recognize
and evaluate a
range of realworld web design
approaches.
Restricted – ‫مقيد‬
3 Marks
1. Web Storage API is a set of tools that allows browsers to save key/value
pairs, far more intuitively than can be done with cookies and other, similar
technologies. localStorage and sessionStorage are two different storage areas
provided by this API. localStorage is for data where no defined expiration time
can be given; as a matter of fact, the data stored in localStorage persists
beyond a user’s session with a site or even when they close their browser. On
the other hand, sessionStorage is used only during the page’s lifecycle – data is
lost when you close the session. This makes it particularly useful for storing
state information such as the current user interface (UI) state without
impacting server load and activity; it is also good for not having to send
information back and forth needlessly between client and server all day long.
2. Geolocation API: This API allows Web applications to get unaware of the
user’s geographic location. GPS, network triangulation and various kinds of
browser-detection methods are ideal for this sort of thing: The Geolocation
API, meanwhile, can be used for location-based services such as map
navigation, location tagging, or finding local services. This API is privacysensitive and typically browsers will request user permission before using it to
share its location information.
3. Web Workers API: Web Workers enable script to run in a background
thread, unlike the traditional way of doing it through”real” threads using, for
instance Java. The worker thread can perform tasks without interfering with
the user interface. More importantly, workers use thread-like message passing
to achieve parallelism, which makes them particularly useful for performing
heavy chores such as image processing or loading large JSON data without
affecting the responsiveness of the Web page. Each worker runs in its own
global context and is typically used to handle expensive computations or for
I/O operations.
Question Two
Pg. 02
Learning
Outcome(s):
Question Two
3 Marks
Write an HTML file that creates the following webpage, and apply the correct CSS
rules.
LO1: Identify most
HTML tags and
CSS properties
Important notes:
and use a text
1. You should copy and paste the “HTML script” to answer this question. DON’T
take screenshots for your HTML script. It must be an editable script.
editor to construct
2. Take a screenshot of your output web page and paste it as a part of your answer.
the basic HTML
and CSS
structure for
a webpage.
Restricted – ‫مقيد‬
Pg. 03
Restricted – ‫مقيد‬
Question Three
Question Three
Pg. 03
Question Three
2 Marks
Read the following CSS rules and find any errors that are exist in the code.
Incorrect Syntax for font-size in h2 Rule:
Error: 24px:font-size;
Correction: font-size: 24px;
Invalid Property fancy-border in .post Rule:
Error: fancy-border: solid blue 2px;
Correction: The property fancy-border does not exist in CSS. It should likely be border:
solid blue 2px; if the intent is to add a solid blue border.
Incorrect Usage of color: normal; in a:hover Rule:
Error: color: normal;
Correction: normal is not a valid color value. Typically, if you intend to return to the
default color, we could use color: inherit; to inherit the parent’s color or specify the actual
color intended.
Incorrect Property Value Pairing and Missing Semicolon in .heading Rule:
Error: background-color: blue; font-size: 20px
Note: While not an error, it’s a good practice to ensure there’s a semicolon (;) at the end of
each declaration for consistency and to avoid errors in more complex stylesheets.
Restricted – ‫مقيد‬
Question Three
Pg. 03
Correct Code:
.message {
color: red;
font-weight: lighter;
font-family: Arial, sans-serif;
font-size: 1.5em;
}
a:hover {
text-decoration: underline;
color: inherit;
font-weight: bold;
}
h2 {
font-size: 24px;
color: red;
}
.post {
border-radius: 5px;
border: solid blue 2px;
}
.heading {
background-color: blue;
font-size: 20px;
}
Restricted – ‫مقيد‬
Pg. 03
Restricted – ‫مقيد‬
Question Three
Saudi Electronic University
College of Administrative and Financial Sciences
E-commerce Department
Project Assignment
Student Name:
Student ID:
Student Name:
Student ID:
Student Name:
Student ID:
Course Title: Social Media Marketing
Course Code: ECOM322
Academic Year/ Semester: 2nd Semester/2023-2024 CRN: 23786
Assignment Name: Project Assignment – Part B
Instructor Name:Dr. Elahm alghamdi
Student Grade: out of 15
Grade Level:
1
ECOM 322: Social Media Marketing
2nd Semester/2023-2024
Project Assignment
In this project, you will work as a group to provide social media consulting. You own a Social
Media consulting company, and your company has been selected to work with a new Saudi B2C
organization (business or non-profit) of your choice (select a business of any industry).
6. Develop your social media brand/business standards [3.5 marks]
▪ Establish your business voice and tone and figure out how to speak with your target
audience.
▪ What’s your business’s personality? Try to pick out 2 or 3 traits that define your style, and
list 2 or 3 that your style is not.
▪ Write a clear and detailed description of your brand/ business posting guidelines.
▪ What logos, positioning, and sizing will you use?
▪ What fonts and colors will you use?
▪ What is your company’s communication strategy when responding to your targeted
audience and competitors? (How will your brand/ business respond to public complaints,
competitors, and questions from followers?)
2
7. Implementation [Content Ideas: for each campaign] [7 marks]
Actionable social media tactics
In detail, develop actionable social media tactics to implement each of the company’s
social media presence.
For each social media platform [based on the previous selection (point #6)]:
▪
Determine the purpose/goal
▪
Ideal time for Posting
▪
What types of content will you create and share on each channel? And what types
of content will help you driving people to your website and local store?
▪
What percentage of your posts will be promotional, if any?
▪
How many hashtags will you use in your Twitter and Instagram posts (List 3 or 4)?
Influencer marketing strategy:
▪ Select 3 influencers and evaluate the following:
▪
Who are the influencers you will employ and why you selected them?
▪
What Social media platforms are they using?
▪
What is the nature of their followers?
▪
What messages will you ask your influencers to promote?
Content calendar plan:
▪
Create a social media content calendar plan for your business and attach a
screenshot to your report.
Paid advertising:
▪
How to integrate paid advertising in your content marketing strategy?
Note: Provide screenshots of your work.
8. Evaluation and Measuring [2.5 marks]
▪
Choose four metrics to measure the success of your social media campaign? [Explain].
3
▪
How do you know if your social media activities are effective?
9. Budget [1 mark]
▪
How much your business should spend on its social media marketing budget? you should
include the following: Content creation, Tools, Paid advertising, Paid partnerships
(Influencer campaigns), Employees and training, Management and any important
resources.
10. Conclusion [1 mark]
▪
Conclude your report.
11. Reference list
▪
List all the sources you have used in the process of researching your work.
4
Table of Contents
▪
Establish your business voice and tone and figure out how to speak with your target audience.
6
▪
What’s your business’s personality? Try to pick out 2 or 3 traits that define your style, and list
2 or 3 that your style is not. …………………………………………………………………………………………… 6
Biteful brand personality is consistent with its tone of voice values and messages and overall brand
style 6
▪
Write a clear and detailed description of your brand/ business posting guidelines……………….. 7
▪
What logos, positioning, and sizing will you use? ……………………………………………………………… 7
▪
What fonts and colors will you use? ……………………………………………………………………………….. 8
▪
What is your company’s communication strategy when responding to your targeted audience
and competitors? (How will your brand/ business respond to public complaints, competitors,
and questions from followers?) ……………………………………………………………………………………… 8
▪
Determine the purpose/goal ……………………………………………………………………………………. 9
▪
Ideal time for Posting ………………………………………………………………………………………………. 9
▪
What types of content will you create and share on each channel? And what types of
content will help you driving people to your website and local store?…………………………… 9
▪
What percentage of your posts will be promotional, if any? ………………………………………… 9
▪
How many hashtags will you use in your Twitter and Instagram posts (List 3 or 4)? ……….. 9
Influencer marketing strategy: ………………………………………………………………………………………………… 10
Content calendar plan:……………………………………………………………………………………………………………. 10
▪
How do you know if your social media activities are effective? ………………………………………… 11
Goal Achievement: Consistently assess if your social media efforts are in line with your overarching
business goals and objectives. For instance, you may track metrics like reach, impressions, and brand
mentions if your objective is to raise brand recognition. Tracking click-through rates from social media
posts to your website is important if you want to increase website traffic. …………………………………… 11
Engagement Metrics: Track metrics like likes, comments, shares, and retweets to determine how well
your material is received by your target audience. Elevated levels of engagement signify that your
content is drawing in viewers and promoting conversation, both of which can boost brand awareness
and patronage. ………………………………………………………………………………………………………………………. 12
Competitive Analysis: Evaluate your efficacy and pinpoint your areas of strength and weakness by
comparing your social media performance to that of rivals in your sector. It is possible to gain
important insights about market trends, audience preferences, and areas for improvement by
examining the social media activity of competitors. …………………………………………………………………… 12
Reference list ………………………………………………………………………………………………………………………… 14
5
Answers
6. Develop your social media brand/business standards [3.5 marks]
▪
Establish your business voice and tone and figure out how to speak with your target
audience.
Voice: positive, friendly, casual
Tone : enthusiastic, conversational, informative, joyful
Biteful’s voice speaking to target audience will resonate with its target audience by being
friendly, positive, and casual with a tone of enthusiasm, joy, and informative . This
consistent voice will differentiate Biteful from competitors, build brand loyalty, and boost
sales. The voice will adapt to different platforms, topics, and formats.and will be engaging
in conversations with customers on social media. This tone of voice is best suited to
Biteful audience. (Brand Voice: What It Is (and Isn’t) and How to Define Yours @GatherContent, 2023)
▪
What’s your business’s personality? Try to pick out 2 or 3 traits that define your
style, and list 2 or 3 that your style is not.
Biteful brand personality is consistent with its tone of voice values and messages and
overall brand style
Biteful brand personality strives for competence, efficiency, reliability, and capability to
serve our customers with delicious, fresh meals. Sincerity, friendliness, caring about the
customers and their concerns, and being honest with them. With a little excitement to be
trendy and up-to-date.( Adobe Express, n.d.)
Traits that define our style:
1.-Sincerity: honesty, caring for customer concerns
2-competence: reliable
3- excitement : trendy
6
Traits is not our style:
1-sophisticated
2-Ruggedness
(Mandal & Mandal, 2024)
▪
Write a clear and detailed description of your brand/ business posting guidelines.
Biteful, a burger restaurant in Khobar, SA, our mission is delivering mouthwatering burgers
made with quality ingredients, ensuring an unforgettable experience that satisfies cravings
and brings joy to every bite.
-Ensure brand consistency by adhering to voice, tone, and personality across all
platforms
– Use Biteful’s main colors, fonts, logo, and taglines
– Align posts with Biteful Mission, goals, and strategy
– Post 2-3 times daily, avoid mass posting, and stay on topic
– Consider ideal posting times based on the target audience analysis 12-3 in the
afternoon. 7-12 at night.
– Utilize hashtags and taglines on Instagram and X, post engaging videos on TikTok
– Show Biteful personality while driving sales and awareness
– Maintain consistent visual style across all brand posts
(Bynder, 2024), (Williams, 2024)
▪
What logos, positioning, and sizing will you use?
– The logo is The restaurant name “Biteful” or “B” is written in our signature wavy style,
so it resonates with the audience.
-Biteful positions itself by offering high-quality, reasonably priced meals with fresh
ingredients, setting them apart from competitors. They promote their brand voice and
personality across platforms, differentiating themselves in the market with the tagline
“taste the joy.”(Haley, 2024)
7
Positioning of the logo posts: in the top, down right corner based on the content. videos:
at the end of the video, in the center, with the tagline “Taste the Joy.”
-Sizing: the original logo size width: 300px. Height:120px. Could differ based on the
placement and the content. The logo will be horizontally placed in all content.(Cassandra,
2023)
▪
What fonts and colors will you use?
-font: our original font is bold and has a wave (tan meringue) mostly used for headings
and messages, which is consistent with brand personality For more expressive content, use
(lander font ) for the body. Other use regular fonts.
-Colors: primary colors are black, off white, white, gray, and sliver.
Secondary colors for other seasonal events could be green, baby blue, yellow. (Mohan,
2024)
▪
What is your company’s communication strategy when responding to your targeted
audience and competitors? (How will your brand/ business respond to public
complaints, competitors, and questions from followers?)
As a new business, we will first listen to the target audience to understand what their
needs are, their pain points, and how to satisfy them. To understand who we are talking
to, how we talk to them, and what channels to use, Then define our objective as
responding efficiently and satisfying customers,after that we respond and communicate
using personalized messages that were consistent with our tone of voice, which was
conversational, positive, casual, friendly, and informative. And with communication
channels such as X, Instagram, and TikTok.(Brown, 2024)
-Responding to public complaints: first we Acknowledge the issue, Secondly, we
apologize to customer to calm them, lastly we Act to solve the issue and implement
promised solution. Biteful promptly addresses public complaints with empathy and
8
transparency, enhancing their brand personality through sincerity, competence, and
compensation, ensuring customers feel heard and valued.
-question from followers: Respond quickly to questions from followers in a helpful way
by tailoring the answers based on the asker and question type. Consistent with brand tone
of voice – conversational, informative, and positive to build trust and resonate.
Encourage engagement and dialogue to create a community around the business.
.(Surbhi, 2023)
We listen and monitor competitors to understand pain points, advantages, and
communication with customers. This informs our objectives, refines vision, and develops
strategies for communication strategy to respond to them.
-Respond to competitors by promoting values and position, highlighting high-quality
ingredients at affordable prices to differentiate from competitors. Solve customer
complaints efficiently, answer questions quickly with consistent brand voice to enhance
brand value and gain a competitive advantage. Communicate brand value proposition
consistently across all platforms.
(Responding to Competitors Marketing Tactics – FasterCapital, n.d.)
7. Implementation [Content Ideas: for each campaign] [7 marks]
Actionable social media tactics
In detail, develop actionable social media tactics to implement each of the company’s
social media presence.
For each social media platform [based on the previous selection (point #6)]:
▪
Determine the purpose/goal
▪
Ideal time for Posting
▪
What types of content will you create and share on each channel? And what
types of content will help you driving people to your website and local store?
▪
What percentage of your posts will be promotional, if any?
▪
How many hashtags will you use in your Twitter and Instagram posts (List 3 or 4)?
9
Influencer marketing strategy:
▪
Select 3 influencers and evaluate the following:
▪
Who are the influencers you will employ and why you selected them?
▪
What Social media platforms are they using?
▪
What is the nature of their followers?
▪
What messages will you ask your influencers to promote?
Content calendar plan:
▪
Create a social media content calendar plan for your business and attach a
screenshot to your report.
Paid advertising:
▪
How to integrate paid advertising in your content marketing strategy?
Note: Provide screenshots of your work.
8. Evaluation and Measuring [2.5 marks]
▪
Choose four metrics to measure the success of your social media campaign? [Explain].
Engagement Rate: This metric indicates how much interaction and involvement your content gets
from viewers. It comprises interactions such as likes, comments, shares, retweets, and others. A
greater percentage of engagement suggests that your material is effectively connecting with
readers and fostering deep exchanges.
Conversion Rate: This is the percentage of users who interact with your social media material and
then complete a desired action, such buying something, subscribing to a newsletter, or completing
a form. It shows how well your campaign is generating the intended results and conversions. A
greater conversion rate indicates that users are being successfully persuaded to perform the desired
action by your campaign.
10
ROI (Return on Investment):
ROI evaluates the profitability of your social media campaign by comparing the revenue generated
or cost savings achieved against the costs incurred to execute the campaign. It provides a
comprehensive understanding of the campaign’s financial performance and whether it is delivering
a positive return on investment for the organization. Calculating ROI involves considering both
the monetary benefits and the costs associated with the campaign.
Customer Lifetime Value (CLV) Impact:
Customer Lifetime Value (CLV) calculates the total value a customer adds to your company during
the course of their engagement with you. Social media efforts can have an impact on CLV even
though they are typically linked to client acquisition and retention methods. You may measure
how your efforts affect CLV by keeping track of the ways in which social media interactions affect
customer acquisition, retention, and repeat business. One can monitor several metrics such as the
quantity of conversions influenced by social media, the mean value of those conversions, and the
frequency of follow-up purchases made by customers they first found on social media. A rising
CLV shows that your social media efforts are fostering long-term connections as well as bringing
in new clients, both of which contribute to your company’s ongoing profitability and revenue
development.
▪
How do you know if your social media activities are effective?
Goal Achievement: Consistently assess if your social media efforts are in line with your
overarching business goals and objectives. For instance, you may track metrics like reach,
impressions, and brand mentions if your objective is to raise brand recognition. Tracking clickthrough rates from social media posts to your website is important if you want to increase
website traffic.
11
Engagement Metrics: Track metrics like likes, comments, shares, and retweets to determine how
well your material is received by your target audience. Elevated levels of engagement signify
that your content is drawing in viewers and promoting conversation, both of which can boost
brand awareness and patronage.
Competitive Analysis: Evaluate your efficacy and pinpoint your areas of strength and weakness
by comparing your social media performance to that of rivals in your sector. It is possible to gain
important insights about market trends, audience preferences, and areas for improvement by
examining the social media activity of competitors.
9. Budget [1 mark]
▪
How much your business should spend on its social media marketing budget? you should
include the following: Content creation, Tools, Paid advertising, Paid partnerships
(Influencer campaigns), Employees and training, Management and any important
resources.
According to Sandholm (2011), the social media platform has evolved into an essential business
and social tool in the financial sector. Regarding return on investment, a social media budget
provides a clear understanding of the expenses related to marketing activities. The majority of the
funding should go toward creating content because, as previously mentioned, it is essential to
social media success. It is impossible to avoid expenses like influencer marketing, website
construction, video creation, photography, and editing. But the prices will change according to
how inventive you want your content to be. As per the 2020 Editorial Freelancers Association, the
12
hourly median rate falls between $40 and $80. It will also cost money to employ the necessary
tools and software, such as those for management, social media monitoring, customer support,
advertising, and tools (HootSuite), Paid Promotion: Allocate a specific amount of your funds for
sponsored content on social media networks to increase awareness, expand your audience, and
direct relevant traffic to your website or landing pages. This budget could include things like
campaign management fees, ad creatives, and the actual amount spent on ads on Facebook,
Instagram, Twitter, LinkedIn, and other platforms. For preliminary estimations, AdEspresso’s
budget calculators can be utilized. Requirements range from $1 per day to $20 per day or each
click, contingent upon the platform. Influencer marketing aids in reaching a large portion of the
public. Together with the influencer’s compensation, the management should take into account the
expense of expediting the post. The expense of your budget might be reduced by a few fewer
influencers. It is essentially computed as follows: $100 * number of followers * additional. For
your team to be competent, training should be issued. With the thriving social media, a lot is
changing drastically. It is also healthy to learn and develop new skills in your team. Budget for
HootSuite Academy and Services, LinkedIn training, and expatriate training is key for success in
the organization. A good management and team is something to watch although one may opt to
outsource some of its operation. They build a social ground plan and you should consider an
average salary bracket for the social media managers, say, $50,000 to $80,000 annually.
10. Conclusion [1 mark]
▪
▪
Conclude your report.
In conclusion, our Social Media Marketing Plan for Biteful included developing a brand
description, auditing social media accounts, competitive analysis, and setting goals to
improve customer service and brand visibility. By analyzing the target audience, three
13
marketing personas were created, facilitating tailored communication strategies.
Implementing business standards and tone of voice guidelines ensured consistency across
platforms. Following budgeting and implementation, Biteful saw success in social media
campaigns, increasing brand recognition and engaging the audience effectively. This led
to improved sales performance and position Biteful as a competitive player in its
industry.
Reference list
▪
List all the sources you have used in the process of researching your work.
Melissa S. Barker, Donald I. Barker, Nicholas F. Bormann, Debra Zahay, Mary Lou Roberts (2017). Social
media marketing: A strategic approach, 2nd Edition.
14
Lee, K. (2024, March 19). How to find your social media marketing voice and tone. Buffer Library.

Brand voice: What it is (and isn’t) and how to define yours – @GatherContent. (2023, January 3).
GatherContent.
Adobe Express. (n.d.). Brand Personality: Traits, examples, and how to define it.

bility%2C%20and%20durability.
Mandal, R., & Mandal, R. (2024, March 19). What is brand personality & how to define yours. Visme
Blog.
Bynder. (2024, March 22). Brand Guidelines: Definition & How to Create a Style Guide. Bynder.

Williams, J. (2024, February 28). How to create a social media style guide: 10 things to include. Sprout
Social.
Haley. (2024, April 1). Positioning in Marketing: Definition, Types, Examples, Benefits & How to.
Mageplaza.
ing%3A&text=Starbucks%20positions%20itself%20as%20a,offers%20innovative%20and%20user%2Dfr
iendly
Cassandra. (2023, May 25). What Logo Size is Best? Guidelines for Websites, Social + Print. Looka.

Mohan, R. (2024, January 30). Building a Brand Guide: Choosing fonts and colors – Planable. Planable.

Brown, N. (2024, March 15). Customer Communication Strategy: 7 Best Practices for New Businesses.
P.
d%20business%20needs.
Surbhi. (2023, August 8). How to respond to customers on social media: Examples of how to do it right.

Responding to competitors marketing tactics – FasterCapital. (n.d.). FasterCapital.

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