1DIGMAR / 015141 Social Media Audit Assignment : Brand Analysis Report for Digital Engagement

Type: Individual
Weightage of total grade: 25%
Deadline: Due 11.59pm, Sunday, 1 Jun 2025
Submit on BRIGHTSPACE. Any late submissions after 11.59pm will receive a 10% penalty every 24
hours up to a maximum of 7 calendar days, after which a zero mark is given.

Objectives of this Assignment

• To develop critical thinking skills in interpreting market data and drawing actionable conclusions for social media strategies.
• To understand the principles of social media strategies and critique social media campaigns.
• To identify and understand the opportunities and pitfalls of a brand’s social media strategies.
• To develop the ability to prepare a social media audit report for a brand.
• To communicate research findings and recommendations effectively through a professional report format.

Assignment Overview and Requirements

In today’s dynamic digital landscape, understanding industry and competitor research and gaining insights into what audiences think, feel, and do are crucial for the success of any digital marketing campaign.

Also, by gathering and analysing valuable data and insights on social media, brands would be able to make informed decisions on their social media strategies and learn to connect with their audiences better. Through a social media audit, brand health can be ascertained, and enhancements can be made to improve audience engagements and brand loyalty.

For this assignment, you are required to conduct a social media audit for a brand with presence in the Singapore market. You may select your brand but must adhere to the following requirements:-

• The brand must be ACTIVE on at least TWO social media platforms.
• Any one brand shall be used by no more than 3 students across the cohort. Brand selection is on a first-come, first-served basis.
• The review period must be for a full 3 months (Jan-Mar 2025, Feb-Apr 2025 etc.)

To develop your report, you must use the following framework:
[Max. 10 A4-sized pages, including screenshots (but excluding Cover, Content Overview & Reference pages)].

You must review the brand on TWO social media platforms they are on. To provide a robust analysis, ensure you review the following areas:

a. Brand Presence (10 MARKS)

• No. of likes, follows, subscribers etc. and on which platforms?

b. Brand Ownership (10 MARKS)

• Are there any fake or parody accounts?
• Do you think there is ringfencing of handles done by the brand?
  (handles that are active/inactive, taken by others, or not currently taken)

c. Account Hygiene (10 MARKS)

• Are all relevant portions of the account pages / bios filled out?
• Are comments/posts/reviews replied to, and how so? Do you notice
  any response patterns, which may be evidence of a response
  protocol? Are spam comments moderated?
• Are auto-responders/chatbots used in DMs?

d. Content Analysis (60 MARKS)

• Integration (10M) – How do the brand’s posts across the two social
  media platforms differ? Are there any adaptations or does the brand
  merely repost? Do they also feature their social media handles on
  other marketing assets e.g. website, EDM etc.?
• Content Pillars & Topics (20M) – What are the content pillars & topics,
  and how do they differ across platforms? Does the brand trend-jack? Is
  there a good balance between internally-driven content (initiated by the
  brand) and externally-driven content (based on trends and calendar
  events)?
• Posting strategy/frequency (10M) – Do you notice a clear, consistent pattern?
  Explain.
• Platform features used (10M) – Is the brand utilising the unique features of
  the various social media platforms? e.g. polls, stories, livestreaming, e-
  commerce features etc. How so?
• Specific Post Analysis (10M) – Analyse the top performing post per
  platform (total of 2 posts)

Structure of Report, Professionalism and Language Use (10 MARKS)

• Proper cover page, content page, page nos.
• Proper formatting is done.
• The report is error-free in terms of spelling and language use.
• Citations are properly done and a Reference page is included at the end of the report.
• Word count is clearly indicated.

Total: 100 MARKS

Format

Your report must be clear, concise, and well-structured. You must ensure the following requirements
are met:

• A cover page with your full name, student number, and module name
• Typewritten report, Arial/Calibri/Aptos/Helvetica font, size 11, 1.0 line spacing
• DO NOT stack all your images in an appendix at the end; you should intersperse them within the main report where they are being referenced.
• Word count: 1,400 – 1,600 words / Page count: Max. 10 pages, including screenshots (but excluding Cover, Content Overview & Reference pages). Also, any text that appears in a screenshot does not count towards the final word count. (NOTE: Indicate the word count at the end of the report)

IMPORTANT NOTES

1. ASSIGNMENT STANDARDS

For all the written assignments students are required to write clearly, concisely and logically using the appropriate words and tone to suit the audience and situation.

Accuracy is important as well. It should also follow the standard conventions for grammar, punctuation and spelling. A portion of the total marks for your written assignment is allocated for language.

2. ASSIGNMENT SUBMISSION

All assessed work must be completed and submitted by the stipulated deadlines. For each day past the deadline, 10% of the maximum marks of that assignment will be deducted up to a maximum of seven days (inclusive of weekends), after which a zero mark is given.

You are responsible for the proper and timely submission of your assignments. No deadline extensions will be granted except for special cases that are supported by documentation.

3. ABSENCE

Any absence without a valid reason will result in a zero mark for assessed assignments.
Valid reasons for absence are (supported by documentation):

• Illness supported by a medical certificate (MC), or
• Approved leave for official reasons, e.g. representing the Polytechnic or Singapore.

4. ATTENDANCE RECORD

Students who are late to class will be marked as absent. Students with valid reasons for being late should submit a note to the lecturer/tutor at the end of the class to explain the reason for lateness.
This will be considered when the school reviews students’ attendance records.

A student is required to:

• register a minimum of 70% attendance, as specified by the School/Division Directors in that module in lectures, tutorials, laboratories, workshops, etc, (unless a waiver is obtained on special approved medical or other grounds),
• complete all assignments and projects,
• show satisfactory progress in coursework, and
• maintain a record of good conduct

If a student fails to register a minimum of 70% attendance, the final module grade to be awarded will be capped at the passing grade assigned to that module (ie, a “D” grade for examinable and continuous assessment modules, or a ‘PX’ grade (ie Pass) for modules graded “Pass/Pass With Merit or Fail only.

5. PLAGIARISM AND CHEATING

Ngee Ann Polytechnic (NP) develops in students good academic practices to uphold academic integrity and respect for the works of others. These practices are guided by the NP Plagiarism policy which mandates that students assume full responsibility for the content and integrity of the
academic work they submit.

The Policy and disciplinary procedures for offences is located at
http://www.np.edu.sg/antiplagiarism

The School’s definition and stand on plagiarism is as follows:
“In the course of doing your assignments, you will probably use extracts from articles or books,quotations, charts, graphs, lyrics, lines of a poem, illustrations, graphics, photographs, audio samples, or material downloaded from the Internet.

Plagiarism is committed when you use someone else’s ideas or writing or performance and pass
them off as your own [refer to the document – ‘FMS Guidelines on Cheating, Plagiarism and
Adherence to Deadlines’].”

PENALTY incurred for plagiarism in an assignment:

• Receiving a zero mark for the whole assignment in the first instance;
• Receiving a zero grade for the module in the second instance;
• Suspension or expulsion from the polytechnic in more serious and subsequent instances

CHEATING

The school’s definition and stand on cheating is as follows: “defrauding, being dishonest, and/or being deceitful” (Agnes, ed., 1998)

Any student who uses unauthorised materials and/or seeks answers from other students and/or attempts to obtain information illicitly, is considered to be cheating if such an activity occurs during a quiz, test, or similar assessed work/performance. In the case of cheating on examinations, please refer to the Ngee Ann Polytechnic regulations.

PENALTY incurred for cheating in an assignment

• Receiving a zero mark for the whole assignment in the first instance;
• Suspension or expulsion from the polytechnic in more serious and subsequent instances.

6. FORGERY

The school’s definition and stance on forgery is as follows:
“The act or crime of imitating or counterfeiting documents, signatures, etc. to deceive.” (Agnes,ed., 1998, p. 170)

Any student who signs on behalf of another and/or requests that another student sign on her/his behalf is considered to have committed forgery. This is applicable in matters of attendance, petition,
assessment, peer evaluation, etc. No individual may initial and/or sign for any other person.

Students found to have committed the offences described above will face disciplinary action.

7. USE OF GENERATIVE AI

This document details the ethical and fair use of Generative AI in your studies.
https://sway.cloud.microsoft/qLxKSTW1Ody963Po?ref=Link