Prepare a report, which compares and contrasts how these companies/organisations (Quantas & Virgin Airlines) are using digital
communications. Identify the key audiences with which the organisations need to communicate, analyse the
relative effectiveness of their digital communication strategies and make recommendations for improvement.
OUTLINE:
1.- Digital Communications Introduction
Describe a range of digital communications tactics and tools and discuss the opportunities arising from new digital communications.
Explain the drivers for increased use of digital platforms and social networks for communication by businesses?
How has digital communications evolved and address the impact it has on business today?
What are some of the communication principles businesses/brands should use today to engage with customers?
* REFER TO BUSINESS/DIGITAL/SOCIAL MEDIA LITERATURE TO BACK UP YOUR CLAIMS. MINIMUM 2 REFERENCES.
Remember to provide references.
2.-Social Media Communication Analysis
Describe platform identified below.
Who are the audiences of each platform?
4.1 Company X Social media communication analysis
Use qualitative and quantitative measures including likes, followers, platforms used, timing when content posted, engagement with public (how often, when?) shares, comments.
You might want to include some of these findings in an appendix with tables/graphs.
Remember to use the various measures discussed in class.
4.2 Company Y Social media communication analysis
Use qualitative and quantitative measures including likes, followers, platforms used, timing when content posted, engagement with public, shares, comments.
You might want to include some of these findings in an appendix with tables/graphs.
3.- Content Analysis
5.1 Company X Content analysis
Evaluate the type of published material used on the various platforms e.g. video, photography, promotions, user-generated, topics of interest, ratio of promotional content to developed content to third-party content for example?
Style/Quality of content – professional development versus user- generated content
Communication messages, storytelling approach, Informative versus persuasive / Emotional to Comparison strategies
Consistency of brand / voice / message – how this this presented, across channels, themes, colours, design.
5.2 Company Y Content analysis
Evaluate the type of published material used on the various platforms e.g. video, photography, promotions, user-generated, topics of interest, ratio of promotional content to developed content to third-party content.
Style/Quality of content – professional development versus user- generated content
Communication messages, storytelling approach, Informative versus persuasive / Emotional to Comparison strategies
Consistency of brand / voice / message – how this this presented, across channels, themes, colours, design.
4.-Conclusion and Recommendations
How has digital communications been effective for the brands analysed? (discuss platforms, style, engagement, strategy of each)
What changes, additions or recommendations can you provide as part of your analysis?