Digital and Social Media Communication - Lectures

21/04/25 - 28/07/25 (Week 1 - Week 14)

Andrea Choo Qin Hui (0366959)

Digital and Social Media Communication / Bachelor of Design (Hons) in Creative Media

Lectures

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INSTRUCTIONS

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LECTURES

Introduction to Social Media Communication

             ・4 Key Things 

                   What we will cover :

                       1. Content creation and planning

                       2. Building captions and messaging

                       3. Visual and video editing

                       4. Strategic use of different social media platforms

Figure 1.1 Overview of Social Media Use

Figure 1.2 Social Media Use vs. Total Population

Figure 1.3 % Reach of Social Media by Age Group

             ・Major Social Media Platforms 

                   Platforms + Key Facts :

                       1. Facebook : Largest user base, community building

                       2. Instagram : Visual-first platform, influencers, shopping features

                       3. TikTok: Short-form video, viral trends, Gen Z audience

                       4.LinkedIn: Professional networking, through leadership

                       5.YouTube: Long-form video content, tutorials, vlogging

                       6. Twitter: News, updates and real-time conversation

Figure 1.4 The World's Most Used Social Platforms

Figure 1.5 How Brand Discovery Happens

             ・The Foundation of Effective Social Media Strategy 

                       - Personalization is essential for engaging and retaining followers

                       - Knowing your audience allows you to tailor content to their preferences,

                          interests and behaviours.

                      - It improves engagement (likes, shares, comments) and leads to better conversion

                        rates (sales, sign-ups, etc.)

                      - Helps you choose the right platform: Audiences behave differently on Instagram

                         than on LinkedIn, for example...

             ・Key Attributes 

                   Demographics :

                       - Age, gender, location, education level, and job roles. Example: A clothing brand

                         may target young women aged 18-24 living in urban areas.

                   Psychographics :

                       - Interests, values, beliefs, lifestyle and personality traits. Example: A tech

                         company might focus on early adopters interested in innovation and new

                         gadgets.

                   Behaviour :

                       - How they interact with your content, what types of posts 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 content 

                         can solve? Example: A skincare brand might identify its audience's pain point as 

                         finding products for sensitive skin.

             ・What is a Persona 

                   A semi-fictional representation of your ideal follower based on real data and market

                   research.

                   Persona Components :

                       - Name

                       - Age

                       - Gender

                       - Job Role

                       - Pain Points

                       - Preferred Platforms

                       - Content preferences

                       - How they engage with brands