Digital & Social Media Communication | Task 1: Social Media Analytics

22/4/26 - 13/5/26 (Week 1 - Week 4)

Kimberly Miaw Jya Nee | 0366836

Bachelor of Design (Honours) in Creative Media | Taylor's University

Digital & Social Media Communication

Task 1: Social Media Analytics (10%)

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Table of Contents

1. Lectures

2. Instructions

3. Task

4. Feedback

5. Quick Links

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Lectures

Week 1

Course Overview: Social Media Strategy & Brand Communication

• Focus on strategic brand selling, not just visual design
• Learn data-driven communication decisions supported by audience analysis
• Combines research, analytics, strategy, content creation, and presentation skills
• Prepares students for careers in social media strategy, digital marketing, content planning

Assignment Structure (4 Connected Tasks)

Task 1: Brand Analysis (Week 4 deadline)

• Comprehensive brand research and understanding
• Product/services analysis, target market identification
• SWOT analysis, brand identity documentation
• Social media channel audit with follower counts and content analysis

Task 2: Audience Research (Week 6 deadline)

• Empathy mapping and persona development
• Detailed audience demographics beyond basic age ranges
• User motivations, frustrations, behaviors analysis

Task 3: Content Planning (Week 8 deadline - includes presentation)

• Content calendar from June 10th to July 22nd (6 weeks)
• Minimum 2 posts per week across 2 platforms
• Content strategy with visual direction board and references

Task 4: Final Campaign (Week 14 - July 22nd Final Presentation)

• 8 final designed artworks minimum
• 3 mockups (phone, tablet, computer formats)
• Presentation to industry panels

Group Work Requirements
Team Formation: 4 members per group (one group of 5 due to 49 students)
Must submit group members and leader by end of today
Balanced skill sets recommended (research, planning, strategy, design)

Collaboration Expectations
All members must contribute to all stages
Individual ePortfolios required with shared content (except personal reflections)
Everyone must speak during presentations
Evidence of individual contribution required

Brand Assignment Process
12 pre-selected brands available
Random assignment via instructor’s selection
Alternative brand possible only with valid justification and instructor approval
Brands have industry connections for potential final presentation attendance

Grading Criteria & Expectations
Research Quality: Depth over surface-level information
Evidence-Based Work: All claims must be cited with sources
Brand Consistency: Designs must align with existing brand identity
Real-Time Relevance: Content must be timely and trend-aware for April-July periodStrategic Thinking: Move beyond “making things pretty” to business-focused solutions

Week 2

Course Overview & Structure

• Focus: Data collection and social media analysis methodology
• 4-step process:

    1. Understanding brand (heritage, story, brand resolution)
    2. Brand audiences (Week 5-6)
    3. Content strategy and calendar planning
    4. Pitching deck presentation

Week 2 Learning Objectives

• Understand brand before designing anything
• Research brand’s current online activities
• Key questions to answer:

    1. What is the brand currently doing online?
    2. Who responds to the brand?
    3. What content performs best (highest likes/comments/reach)?
    4. What content types are repeated?
    5. What message is the brand trying to communicate?
    6. What problems/gaps/opportunities exist?

Data Collection Fundamentals

• Two types of data required:

    1. Quantitative: Numbers (likes, followers, comments, shares, views)

    2. Qualitative: Visual tone, style, comment content, personality

• Both needed for strong analysis
• Example: 50K views (quantitative) + audience finds content relatable/Malaysian (qualitative) = insight about cultural relevance

Five Types of Data to Collect

1. Brand data: Story, vision, products, values
2. Platform data: Which apps/websites used (Instagram, TikTok, Facebook, YouTube)
3. Content data: Post formats, frequency, performance metrics
4. Audience data: Who comments, engagement levels, follower authenticity
5. Competitive data: What competitors do well, learning opportunities

Social Media Analytics Key Terms

• Followers: Current audience size (can be fake/inactive)
• Likes: Quick positive reactions (surface-level engagement)
• Comments: Deeper engagement showing stronger interest
• Shares: Highest value - content worth spreading to others
• Saves: Strongest engagement - content worth revisiting
• Views: Least important metric (doesn’t indicate preference)
• Engagement rate formula: Total engagement ÷ followers × 100

Data Collection Methods

• Desktop research: Website, social profiles, Google reviews
• Platform observation: Profile clarity, visual consistency, caption analysis
• Comment analysis: Audience feedback and sentiment
• Competitor analysis: Study 1-2 similar brands
• Recommended scope:

    - Minimum 2 social media platforms
    - 20-30 posts analysis
    - 1-2 competitors

Success Metrics & ROI Focus

• Content optimization: Identify highest-performing posts
• Audience growth: Determine what drives follower increases
• ROI measurement: Prove strategy value with data evidence
• Resource allocation: Clear direction for future content strategy
• All recommendations must be supported by research data

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Instructions

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Task

Deadline: Week 4

For our first task, we are required to conduct a Brand Study and Social Media Analytics Report on our given brand, analyse its background, audience, content, and current social media performance to identify strengths, weaknesses, and opportunities for improvement.

Group Members:

1. Kimberly Miaw Jya Nee

2. Nicco Chew Jin Xun

3. Mah Sze Min

4. Zhou Boying

Chosen Brand:

Pestle & Mortar Clothing

Task Delegation:

1. Brand Story - Nicco

2. Products/Services List - Boying

3. Target Market - Sze Min

4. SWOT Analysis - Kim

5. Vision and Mission - Nicco

6. Social Media/Marketing Channels - Boying

[Remaining sections were done together]

We had our first online group meeting at the end of Week 3 (10/5/26) to finalise our proposal concept and also presentation slides together.

Fig. 1. Brand Analysis & Social Media Analytics Report (PDF)

Fig. 2. Task 1 Presentation Slides 

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Feedback

Week 1 (22/4/26)

General Feedback:

This week, Mr. Max gave us a brief session on the course overview and this semester’s assessment expectations. After that, we got into groups of four and started on discussing our roles in completing the first task based on our given brand or topic.

Specific Feedback:

We divided parts among each group member and started our research on PMC. I was in-charge of doing the SWOT Analysis of the brand. 

Week 2 (29/4/26)

General Feedback:

This week, Mr. Max gave us a lecture on how to conduct an in-depth research and analysis on a brand’s social media through a collection of qualitative and quantitative data. He also mentioned the use of social media metrics to gauge ROI measurements and whether a concept, campaign, post, or idea would successfully promote or communicate the brand’s intent.

Specific Feedback:

I refined my parts of the report according to Mr Max's 

Week 3 (6/5/26)

General Feedback:

For this week, Mr. Max focused on giving each group individual consultations based on our allocated time slot. During this time, he also gave us a recap on what to expect for next week's presentation and further assessments as well.

Specific Feedback:

This week, we refined our report and presentation slides.

Week 4 (13/5/26)

General Feedback:

[Presentation this week]

Specific Feedback:

Strengths:

• Strong brand choice with clear cultural identity (streetwear + Malaysian culture + storytelling + community)
• Good understanding of PMC's brand direction and positioning
• "Stories Behind The Fit" campaign concept shows potential, connects well with brand's cultural/human-centred angle
• Good insight that cultural resonance, human presence, and storytelling outperform static/informational posts
• Relevant competitor picks (Futuremade Studio, Place of Birth)

Main issue: lack of clarity and evidence, not the topic itself

Specific improvements needed:

• Slide hierarchy/flow – first few pages were confusing, unclear where to look first; needs better structure and spacing
• Unique Graphic Style – needs actual product images (close-ups of tees, graphics, typography, fabric, cultural symbols) alongside explanations
• Products/Services – show real product examples instead of just describing categories
• Social Media Platform Analysis – needs follower counts, post counts, likes, engagement rate, and screenshots per platform for credibility
• Best-Performing Posts – show the actual post, engagement numbers, and explain why it worked (storytelling, culture, founder presence, etc.)
• Worst-Performing Posts – needs clearer visual distinction from best-performing (currently look too similar); use labels/colour coding/side-by-side comparisons
• Engagement Summary – back claims with direct data (views, likes, comments, shares, saves, format, caption style)
• Competitor Analysis – needs supporting evidence/screenshots/data, not just general claims about competitors doing better
• Visual & Tone Analysis – good direction (earthy tones, premium photography, minimal typography) but needs specific annotated examples showing where/how these appear

Overall takeaway: 

Idea and direction are solid, but the report needs to be more evidence-based, with clearer visual hierarchy and stronger direct links between brand problem, audience behaviour, data, and campaign direction.

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Quick Links

Digital & Social Media Communication: Task 2

Digital & Social Media Communication: Task 3

Digital & Social Media Communication: Final Compilation & Reflection

Thank You