Social Media Audit Details Report Sample
Task description
In this individual assessment task, you will be required to review a client’s current social media strategy.
This will involve: Analysing the client brief and performing a situational analysis conducting a social media audit of the client’s current social media strategy and that of one competitor describing your client’s target audience suggesting improvement in response to your client’s business objectives.
This is an authentic assessment because you will be working with a real industry client and engaging with the social media practice of professionals.
NOTE: Do not contact the client or engage with their social media feeds or create new social media feeds related to the client, otherwise you risk failing the task entirely.
This is an assignment for the purposes of an extension.
What you need to do
1. Carefully read the Criterion Reference Assessment (CRA) sheet featured at the end of this page.
2. Access the client information (https://canvas.qut.edu.au/courses/14455/modules/208211) to perform a situational analysis, and report results.
3. Conduct a social media audit of your client’s social media strategy, and report results (including a comparison with one competitor).
4. As part of your social media audit, identify and describe your client’s target audience.
5. Based on the insights gained from your situational analysis and social media audit, propose several recommendations to your client for improving their social media strategy and for achieving their stated business objective/s. These will include:
I. General recommendations on how to optimise the client’s social media profiles
II. General recommendations on how to improve the client’s content strategy on each social media channel based on the target audience and business objectives
III. Suggestions on whether the client should remove their activity on any of their existing social media channels, or/and use other social media channels.
6. Support your arguments using academic and industry literature.
Presentation Requirements
This assessment task must be presented as a professionally prepared client social media audit document that includes:
1. Table of Contents
2. Introduction
3. Situational Analysis (report results from your situational analysis)
4. Social Media Audit
I. Evaluation of client’s social media profiles (include a comparison with one similar competitor)
II. Evaluation of your client’s social media content strategy (include a comparison with one similar competitor)
III. Description of target audience and audience persona
5. Recommendations (describe and justify your suggested improvements in response to the client’s business objectives) Resources available to complete the task
Below are detailed instructions and resources to help you to submit this task.
Client brief (https://canvas.qut.edu.au/courses/14455/pages/client-brief)
Client supporting documents (https://canvas.qut.edu.au/courses/14455/modules/208211)
CYB104 unit materials (Modules 1 to 5) Independent research
A1 Template (https://canvas.qut.edu.au/courses/14455/pages/assessment-1-social-media-audit-
template) A1 Example (https://canvas.qut.edu.au/courses/14455/pages/assessment-1-social-media-audit-example) QUT Cite|Write APA guide (https://www.citewrite.qut.edu.au/cite/qutcite.html#apa)
What You Need to Submit
Submission requirements
Please submit one PDF document that contains the following items:
1. 1,500-word (+/- 10%) client social audit report
2. With a reference list formatted in APA citation style
Note: On submission, you are declaring that, unless otherwise acknowledged, the submission is wholly your work and/or the work of your tutorial group members, and it has not been used and has already been submitted. I/We understand that this work will be submitted for plagiarism checking and consent for this to take place.
Solution
Introduction
Super Futsal, located in Brisbane is a soccer organisation focussed on playing soccer indoors. The primary base of the organisation is at the State School Hall at Sherwood, established in 2012. Later, the organisation's headquarters shifted to Carina in April 2014 (Super Futsal, 2023). Super Futsal currently operates with approximately 100 teams of junior members and elite men and women. University Assignment Help, The organisation's mission is to offer quality Futsal experience to interested persons. The motto of Super Futsal is 'make it happen', thereby making Futsal a professional sport in Australia. The discussions will focus on the organisation's situation analysis and an audit of its social media. Additionally, recommendations will be provided for enhancing the functioning of Super Futsal in Australia to achieve its objectives.
Situational Analysis
The target market of Super Futsal consists of futsal and soccer players that consists of both boys and girls, between the age of 6 years and 13 years. The organisation's marketing campaign focuses on its current vision of promoting futsal among the players. The hashtag of the campaign is #PlayFutsal which is displayed on the official website of Super Futsal. The hashtag display shows the importance given by the organisation to futsal. The different players visiting the official website of the organisation can easily recognise the organisational motto. Super Futsal is currently using a number of channels of social media for the promotion of futsal among Australians. The different social media platforms used are Instagram, Facebook, TikTok and YouTube. Each of these social media platforms performs the essential task of providing updates to the followers regarding futsal leagues. Social media platforms further act as a medium for the engagement of users (McCullough, Orr & Kellison, 2020). The residents can quickly determine which events are being organised by Super Futsal and how to participate. The chief competitor of the client is Gold Coast Force Futsal. The competitor is located on the Gold Coast near Queensland in Australia (GoldCoastForceFutsal, 2022). The social listening of Super Futsal brings the positive aspect of the indoor game of soccer. Social media and Google search users have mentioned that Super Futsal, QUT, is providing ample scope by training young persons in learning Futsal.
Social Media Audit
Analysis of Social Media Profiles
The prominent elements of an audit of social media are self-presentation, network connections, content strategy and analytics of social media (Gonçalves, 2017). These elements are present in the social media profiles of Super Futsal. Self-presentation has been evident in the way different images are uploaded on Instagram and Facebook profiles. Similarly, analytics of social media helps determine the impact of the social media platforms on the users for promoting engagement (Jacobson, Gruzd & Hernández-García, 2020). Super Futsal's image is considerable among social media channels such as Instagram, TikTok, Facebook and YouTube. Each of these social media channels provides relatable and similar posts about the events hosted by Super Futsal (Super Futsal, 2023). The social media platforms of the selected organisation are carefully handled to make the posts and videos relevant to the users. There are regular updates along with announcements that can allow Super Futsal to be known about the social media platforms' users. The bios of social media platforms are achieved by promoting unified messaging across each platform (Quesenberry, 2020). It has been evident in the utilisation of crucial phrases and consistent wording. It has helped reflect the brand's mission, values, and offerings. The bios are maintained by promoting key information from major events organised by Super Futsal. The key information comprises data about its current campaign and target market in the campaign. The use of hashtags has been prominently used for the creation of collaboration among the participants. The collaborations will increase engagement and cross-promotion (Trail & McCullough, 2020). The social media profile of Super Futsal has facilitated time updates that focus on new achievements of the organisation.
Links are provided under the posts regarding Facebook and Instagram, for instance, for redirecting to the official website of the organisation. Several posts on Facebook and Instagram have used emojis to make consumers realise their perception of the posts. The number of followers of Super Futsal on Facebook and Instagram is 5400 and 1619, respectively (Super Futsal, 2023). The number of subscribers of Super Futsal on YouTube is 448, with a total of 827 videos (Super Futsal, 2023). However, the popularity of Super Futsal competitor Gold Coast Force Futsal is comparatively high, as the number of Facebook followers is 10,000 (Gold Coast Force Futsal Facebook page, 2022). Nevertheless, Gold Coast Futsal has not developed any official profile. Instead, only the hashtag #goldcoastforcefustal is available on Instagram.
Evaluation of Your Client’s Content Strategy on Social Media
The evaluation of the client strategy in social media has helped in the accomplishment of the organisational objectives and goals. It has helped maintain the database, with the audience preferring sports such as futsal. The organisation's strategy has significant strengths that can stimulate the entrepreneur's success. It has focussed on offering a considerably informative and engaging mixture (Mejias & Couldry, 2019). The posts on social media platforms provide a visual appeal to the users. The client has not made use of any paid content for the promotion of posts among the audience. It consisted of shots of actions from the matches, profiles of players, along with match highlights. The importance of social media posts lies in promoting information that gives current information to the users (Cruz & Karatzas, 2017). The strategy has accurately accommodated the dynamic nature of the organisation of Super Futsal. Technical affordances such as hashtags in the Facebook and Instagram profiles of Super Futsal have been used. The utilisation of hashtags helps in the creation of communities that favour sports. The application of hashtags creates a scope for the users to discover trends and updates regarding posts on futsal. It has provided flexibility to the users in searching for relevant content related to futsal. Social media users do not have to move through the extensive information and images on Facebook and Instagram (Li et al., 2021). There has been technical affordance of reposts of Facebook and Instagram posts using mentions.
Even Instagram stories are created under the bio to highlight key glances from the sports events. A similar strategy of content is reinforced through the platforms of YouTube and TikTok. The YouTube platform has short reels and long videos about futsal events. These users can easily give comments and likes against each of the videos posted on the platform of YouTube. The updates presented through YouTube videos are regular, keeping the target audience adequately engaged. The chief competitor of Super Futsal, Gold Force Coast Futsal, has similarly developed informative content along with engaging content. It is evident by the Facebook post of the Gold Fore that has displayed highlights about sports events. High-resolution images have been posted on the Facebook platform that can attract the audience.
Target Audience and Audience Persona
The target audience of Super Futsal consists of futsal and soccer players comprising both boys and girls between the age of 6 years and 13 years. The audience has been selected for the campaign of Super Futsal QUT as this age group has an intensive level of physical energy and curiosity aligned with an interest in sports. The smaller playgrounds of Futsal make it easier to conduct sports for this age group. Similarly, the futsal team has a limited number of members that can allow the young players to ensure their control over the ball (Pizarro et al., 2020). The nature of futsal is based on simplified sports rules with the adoption of quick spaces. The selected age group will function in attention retention for a long time. It can give enjoyment to the young person and increase the development and acquisition of skills. For instance, 50% of children in Australia participate in sports once a week (Statista, 2022). It implies that the target is appropriate as they can show interest in futsal adequately.
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Recommendations
The recommended strategies of social media for addressing the target audience between 6 and 13 years are stated below:
- There is a need for the development of short tutorials on the social media platforms of Super Futsal. The quick tutorial that will be created must be made in an accessible and communicable manner (Pizarro et al., 2019). It can allow the children to understand the game's tips quickly. The short tutorials can focus on breakdown techniques such as shooting, passing, and dribbling.
- There can be development of animated content on the website and platforms of social media such as Facebook, Instagram, Tik Tok and YouTube. The content can utilise simple animations to explain the rules required in Futsal (Pizarro et al., 2019). The children can easily understand the positions while playing Futsal and comprehend game dynamics.
- There can be features of youth ambassadors in the posts on social media of Super Futsal. The young players can help disseminate the passion required for playing the game. It can inspire and make the target group enthusiastic about futsal from the early stage.
Conclusion
It can be stated from the above discussion the role played by Super Futsal and its social media strategy. The posts of the organisation are updated and relevant making them admissible among the target audience of 6 to 13 years in the campaign. Technical affordances of hashtags and reports have facilitated its social media strategy.
Reference List
Cruz, A., & Karatzas, S. (2017). Understanding your buyer persona. In Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds). Digital and Social Media Marketing (pp. 69-93). Routledge
GoldCoastForceFutsal. (2022). Gold Coast Force Futsal: Official website. GoldCoastForceFutsal. https://www.goldcoastforcefutsal.com/
Gold Coast Force Futsal Facebook page, (2022). Gold Coast Force Futsal. Facebook. https://www.facebook.com/goldcoastforcefutsal/
Gonçalves, A. (2017). Analytics in Social Meida: Defining a very broad term. In A. Gonçalves (Ed.), Social media analytics strategy: Using data to optimise business performance (pp. 55-66). Apress. https://doi.org/10.1007/978-1-4842-3102-9_4
Jacobson, J., Gruzd, A., & Hernández-García, Á. (2020). Social media marketing: Who is watching the watchers?. Journal of retailing and consumer services, 53, 101774. DOI: https://doi.org/10.1016/j.jretconser.2019.03.001
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualisation, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49, 51-70.DOI: https://doi.org/10.1007/s11747-020-00733-3
McCullough, B. P., Orr, M., & Kellison, T. (2020). Sport ecology: Conceptualising an emerging subdiscipline within sport management. Journal of Sport Management, 34(6), 509-520. DOI: https://doi.org/10.1123/jsm.2019-0294
Mejias, U. A. & Couldry, N. (2019). Datafication. Internet Policy Review, 8(4). Retrieved from http://eprints.lse.ac.uk/104417 (http://eprints.lse.ac.uk/104417/
Pizarro, D., Práxedes, A., Travassos, B., & Moreno, A. (2020). Development of defensive actions in small-sided and conditioned games with offensive purposes in futsal. Frontiers in Psychology, 11, 591572. DOI: https://doi.org/10.3389/fpsyg.2020.591572
Pizarro, D., Práxedes, A., Travassos, B., del Villar, F., & Moreno, A. (2019). The effects of a nonlinear pedagogy training program in the technical-tactical behaviour of youth futsal players. International Journal of Sports Science & Coaching, 14(1), 15-23. DOI: https://doi.org/10.1177/1747954118812072
Quesenberry, K. A. (2020). Social media strategy: Marketing, advertising, and public relations in the consumer revolution (pp.76-145). Rowman & Littlefield Publishers.
Statista. (2022, December 8). Australia: Share of child sport participants by frequency 2022. Statista. https://www.statista.com/statistics/1007752/australia-share-of-child-sport-participants-by-frequency/
Super Futsal. (2023). Super futsal. Facebook. https://www.facebook.com/SuperFutsal1/
Super Futsal. (2023). Super futsal. Super Futsal. https://www.superfutsal.com.au/
Super Futsal. (2023). Super futsal. YouTube. https://www.youtube.com/@SuperFutsal/videos
SuperFutsal. (2023). Instagram Profile. Instagram. https://www.instagram.com/superfutsalhq/
Trail, G. T., & McCullough, B. P. (2020). Marketing sustainability through sport: Testing the sport sustainability campaign evaluation model. European Sport Management Quarterly, 20(2), 109-129 DOI: https://doi.org/10.1080/16184742.2019.1580301
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