CSP201m

Week 05 - Assignment: Social Media Content Strategy Analysis

(Phân tích chiến lược nội dung truyền thông xã hội)
​ ​ ​ ​
Objective: The objective of this assignment is to analyse the content strategy of a brand's social
media posts in Vietnam, specifically focusing on the brand's target audience, content goals, content
types, content structure, tone, and channel integration.
Instructions:
●​ Choose a brand that operates in Vietnam and has an active presence on social media
channels. Preferably, select a brand that primarily uses the Vietnamese language for its social
media content.
●​ Gather information about the brand's social media channels, such as Facebook, Instagram,
Twitter, or any other relevant platforms. Collect enough posts (at least 10-15) to analyse the
brand's content strategy effectively.
●​ Content Strategy Analysis:
a. Channel: Identify the social media channels used by the brand and determine why they have
chosen those platforms. Discuss the strengths and weaknesses of each channel in relation to the
brand's target audience and content goals.
b. Persona: Analyse the target audience or personas that the brand aims to engage with through its
social media content. Consider demographics, interests, behaviours, and any other relevant
characteristics.
c. Content Goal: Identify the main goals of the brand's social media content. Determine whether the
content is primarily focused on brand awareness, engagement, lead generation, sales, or any other
objectives.
d. Content Type: Categorize the different types of content used by the brand, such as text posts,
images, videos, infographics, user-generated content, or others. Analyse the effectiveness of each
content type in achieving the brand's goals.
e. Content Structure: Examine the structure of the brand's social media posts. Look for patterns or
consistency in terms of post length, headings, captions, hashtags, links, and any other elements that
contribute to the post's structure.
f. Tone: Assess the tone and language used in the brand's social media content. Determine whether
the tone is formal, casual, humorous, informative, or any other specific style. Analyse the
effectiveness of the tone in resonating with the target audience and achieving the brand's goals.
g. Channel Integration: Investigate how the brand integrates its messaging across different social
media channels. Look for similarities or differences in content, tone, and style across platforms.
Assess the overall cohesiveness of the brand's social media presence.
Analysis and Recommendations:
a. Analyse the effectiveness of the content strategy based on the findings from steps 3a to 3g.
Identify strengths and weaknesses in the brand's approach to social media content.
 b. Provide recommendations for improvement based on the analysis. Suggest specific strategies or
changes that could enhance the brand's content strategy and better align it with its goals and target
audience.
Presentation:
a. Prepare a comprehensive report summarizing your analysis and recommendations (+examples)
b. Use relevant examples and data to support your findings.

RUBRIC
Excellent Good Satisfied Not qualified
Criteria (4-5) (3-4) (2-3) (<2)
Channel Provides a comprehensive analysis of the Provides a good Provides a basic Provides a limited or
Analysis brand's social media channels, including an analysis of the analysis of the ncomplete analysis of
nsightful evaluation of their strengths and brand's social brand's social media he brand's social
weaknesses. media channels, channels but lacks media channels, with
with some horough evaluationminimal evaluation of
evaluation of of their strengths heir strengths and
heir strengths and weaknesses. weaknesses.
and weaknesses.

Persona Conducts a thorough analysis of the brand's Conducts a goodConducts a basic Provides a limited or
Analysis arget audience or personas, considering analysis of the analysis of the ncomplete analysis of
demographics, interests, behaviours, and other brand's target brand's target he brand's target
elevant characteristics. audience or audience or audience or personas,
personas but personas but lacks with minimal
acks depth or detail and consideration of their
overlooks some understanding of characteristics.
key heir characteristics.
characteristics.

Content Goal Clearly identifies and articulates the main goals dentifies the dentifies the main Provides a vague or
Analysis of the brand's social media content, supported main goals of thegoals of the brand's ncomplete
by solid reasoning and analysis. brand's social social media contentdentification of the
media content, but lacks thorough main goals of the
with some easoning and brand's social media
easoning and analysis. content, with minimal
analysis easoning or analysis.
provided.
Content Type Thoroughly categorizes and evaluates the Categorizes and Categorizes the Provides a limited or
Analysis different types of content used by the brand, evaluates the different types of ncomplete
providing insightful analysis of their different types ofcontent used by the categorization of the
effectiveness in achieving the brand's goals. content used by brand but lacks different types of
he brand, with depth in the analysiscontent used by the
some analysis of of their brand, with minimal
heir effectiveness in analysis of their
effectiveness in achieving the effectiveness in
achieving the brand's goals. achieving the brand's
brand's goals. goals.

Content Analyzes the structure of the brand's social Analyzes the Analyzes the Provides a limited or
Structure media posts in a comprehensive and detailed structure of the structure of the ncomplete analysis of
Analysis manner, identifying patterns and providing brand's social brand's social media he structure of the
meaningful insights. media posts, posts but lacks brand's social media
with some depth in the posts, with minimal
dentification of dentification of dentification of
patterns and patterns and patterns and insights.
nsights. nsights.

Tone Analysis Conducts a thorough analysis of the tone and Conducts a goodConducts a basic Provides a limited or
anguage used in the brand's social media analysis of the analysis of the tone ncomplete analysis of
content, evaluating its effectiveness in one and and language used he tone and language
esonating with the target audience and anguage used in n the brand's social used in the brand's
achieving the brand's goals. he brand's media content but social media content,
social media acks thorough with minimal
content, with evaluation of its evaluation of its
some evaluation effectiveness. effectiveness.
of its
effectiveness.
Channel Provides a comprehensive analysis of how the Provides a good Provides a basic Provides a limited or
ntegration brand integrates its messaging across different analysis of how analysis of how the ncomplete analysis of
Analysis social media channels, including a thorough he brand brand integrates its how the brand
assessment of similarities, differences, and ntegrates its messaging across ntegrates its
overall cohesiveness. messaging acrossdifferent social messaging across
different social media channels, butdifferent social media
media channels, acks thorough channels, with minimal
with some assessment of assessment of
assessment of similarities, similarities,
similarities, differences, and differences, and
differences, and overall overall cohesiveness.
overall cohesiveness.
cohesiveness.

Analysis and Provides a comprehensive analysis of the Provides a good Provides a basic Provides a limited or
Recommendatibrand's content strategy, supported by strong analysis of the analysis of the ncomplete analysis of
ons easoning and well-supported recommendationsbrand's content brand's content he brand's content
or improvement. strategy, with strategy but lacks strategy, with minimal
easonable depth in reasoning easoning and
easoning and and ecommendations for
ecommendation ecommendations mprovement.
s for or improvement.
mprovement.

Presentation Presents a well-structured and visually appealingPresents a Presents a report Presents a report with
eport with clear and concise communication of well-structured with adequate imited structure,
key points, supported by relevant examples and eport with clearstructure but lacks clarity, and
data. communication clarity and conciseness, and lacks
of key points, conciseness in elevant examples and
supported by communicating key data.
elevant points and
examples and supporting examples
data. and data.