Digital and Social Media Communication

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Digital and Social Media Communication

21.04.2025 - 00.07.2025 (Week 1 - Week 14)

Aidi Rafiq | 0353422 | Bachelor of Design (Honours) in Creative Media 



DIGITAL AND SOCIAL MEDIA COMMUNICATION
INSTRUCTIONS

Lectures - Introduction to Social Media Communication

4 keys things need to cover:
 
    1. Content Creation and Planning
    2. Building Captions and Messaging
    3. Visual and Video Editing
    4. Strategic Use of Different Social Media Platform



fig 1.0 overview social media use


fig 1.1 total population uses social media


fig 1.2 age group using social media



Major Social Media Platforms:
  • TikTok - Short video, viral trends and mostly Gen Z audience
  • Instagram - Visual platform and mostly influencers
  • Facebook - Largest user base with easily to build a community
  • Youtube - Long video content, tutorials and more
  • Twitter - Real time updates, news and also to build a community
  • LinkedIn - Professional networking 

fig 1.3 world most used social platform



fig 1.4 how brand discovery happens


The Foundation of Effective Social Media Strategy:
  • Personalization is essential for engaging and retaining followers
  • Knowing your audience allows to give you a clear idea for content
  • It improves engagement and leads to better conversion rates
  • Helps you choose the right platform: Audience behave differently on Instagram than LinkedIn etc.

Demographics
Age, gender, location, education level and job roles.
Example: clothing brand may target young women aged 19-24 living in urban areas.

Psychographics
Interest, values, beliefs, lifestyle and personality traits. 
Example: A tech company might focus on early adopters interested in innovation and new gadgets.

Behaviours
How they interact with your content. What types of post they engage with, how often they comment, and what time they are most active. 
Example: A fitness influencer's followers might be highly engaged with workout tutorials.

Pain Points
What problems or challenges do they face that your product, service, or a content can solve?
Example: A skincare brand might identify its audience's pain point as finding products for sensitive skin.

Personas

What is a personas?

A semi-fictional representation of your ideal followers based on real data and market research/

Persona components:
  • Name
  • Age
  • Gender
  • Job Role
  • Pain Points
  • Preferred Platforms
  • Content preference
  • How the engaged with brands.

Example:
Name: Sarah, 25 years old, Marketing Coordinator
Interest: Fashion, eco-friendly products and travel

Platform used: Instagram, Pinterest

Preferred Content: Short videos and stories showing behind the scenes content

Task 1 : Finding The Brand

Week 1 - Week 2

This was the stage where we began forming our groups and sending out offer letters to a few selected cafes we were interested in collaborating with. We reached out to several cafes to explore potential opportunities, and by Week 2, we received a positive response via email from one of them.

fig 2.0 List of cafes we all reached out to

fig 2.1 Choosing the 2 opportunities cafes



Out of all the cafe that we reach out to, 28studiokl responded to our email.

fig 2.2 email from 28studiokl

fig 2.3 Message from them

After understanding their target audience, the surroundings and their goals. We can proceed with Brand information presentation.



We all agreed the time and day to meet up with them and start to get comfortable around the area. Then the week after, we straight away and shoot few contents
Week 7's Videos :

                   1. "I'll pay" - Posted on Tiktok (1,354 views)
                   2. "Teasing customer" - Posted on Tiktok (955 views)
                   3. "30 photos for promo" - Posted on Tiktok (1,473 views)
                   4. "Self-Photo booth" - Posted on Tiktok (1,051 views)
                   5. "Upcoming event" - Posted on Instagram (3,418 views) & Tiktok (1,099 views)
                   6. "ASMR - best seller" - Posted on Tiktok (927 views)

fig 2.4 behind the scenes

Task 2 : Empathy Mapping & Persona


Week 8

This week, we were introduced to empathy mapping and persona development during class. Learning about these tools helped us better understand our target audience, allowing us to create more thoughtful and relevant content tailored to their needs and preferences.

In this slides, we provide Empathy Map and Persona.
fig 3.0 Empathy Map and Persona slides

Week 8's Videos :
                   1. "Outfit during event" - Posted on Instagram (2,822 views) & Tiktok (2,652 views)
                   2. "1 min recorded event" - Posted on Tiktok (969 views)

fig 3.1 Week 8's behind the scenes


Week 9's Videos :

                   1. "Save money" - Posted on Tiktok (1,689 views)
                   2. "Waiting for friend" - Posted on Tiktok (804 views)
                   3. "Drink transition" - Posted on Instagram (2,370 views)
fig 3.2 Week 9's content
Week 11's Videos :

                   1. "Group posing" - Posted on Tiktok (9,186 views)
                   2. "Thrift & Coffee / Aesthetic" - Posted on Tiktok (1,063 views)
                   3. "Cool Tiktok Idea" - Posted on Tiktok (1,698 views)


fig 3.3 Week 11's content
Week 12's Videos :

                   1. "Which one is latte" - Posted on Tiktok (5,474 views)
                   2. "Same order" - Posted on Tiktok (972 views)
                   3. "Marketing needs content" - Posted on Tiktok (577 views)
                   4. "Cheers with 28studio cups" - Posted on Tiktok (1,025 views)

fig 3.4 Week 12's content

Task 3 : Content Planning


Week 4 - Week 12

This week, we were introduced to content planning, which plays a crucial role in developing an effective social media campaign. It helps ensure that our content remains consistent, relevant, and engaging throughout the campaign. By organizing our ideas and scheduling posts, content planning gives us a clearer understanding of what needs to be done, what has already been completed, and when each piece of content should be published.

Content Audit

1. Content Situation
    - Frequency
    - PIC
    - Objectives
    - Platform Suitable
    - Target Market

fig 4.0 Content Planning Sheet

Final Task  : Final Presentation


Week 13
For last and final week, we were given the task to make a final presentation. Compilation of all posted video.
fig 5.0 Final Presentation Slides
REFLECTION

Experience
Overall, this experience was really enjoyable, and it's the kind of assignment I’ve been looking forward to in the Creative Media module. Reaching out to real businesses and offering to help improve their social media presence gave us a chance to apply what we’ve learned, especially our understanding of Gen Z behavior and trends. What made it even more fun was doing it with friends, which made the whole process more engaging and meaningful.


Observation
Throughout this project, I observed how important real-world application is in understanding creative media. Working with actual businesses made the experience more hands-on and meaningful. I also noticed how valuable content planning and audience research are in shaping an effective campaign. Using tools like empathy mapping and understanding Gen Z helped us create content that felt more relevant and engaging. Additionally, I realized that communication and teamwork, especially when working with friends can make the process smoother and more enjoyable.

Findings
We found that understanding the target audience, especially Gen Z, plays a big role in creating effective and engaging content. Planning ahead with tools like empathy maps and content schedules helped keep our campaign organized and consistent. Working with real businesses also gave us insight into how social media can impact brand visibility.

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