Digital and Social Media Communication

21/04/2025 - 23/07/2025 | Week 01 - Week 14

Wong Jia Yi Carmen | 0357198 | Section 01 Group 05

Digital and Social Media Communication | Bachelor of Design (Hons) In Creative Media

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TABLE OF CONTENTS

1. Lectures

2. Instructions

• Task 1: Brand Information
• Task 2: Empathy Mapping and Personas
• Task 3: Content Planning

3. Feedback

4. Reflection

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LECTURES

Introduction to Social Media Communication

4 key things to cover:

1. Content Creation and Planning
2. Building Captions and Messaging
3. Visual and Video Editing
4. Strategic Use of Different Social Media Platforms

fig 1.0 Overview of Social Media Use Week 2 (28/04/2025)

fig 1.1 Social Media Use vs Total Population Week 2 (28/04/2025)

fig 1.2 % reach of social media by age group inclusive of Web and App Week 2 (28/04/2025)

Major Social Media Platforms (Platform + Key Facts)

• Facebook: Largest user base, community building
• Instagram: Visual-first platform, influencers, shopping features
• TikTok: Short-form video, viral trends, Gen Z audience
• LinkedIn: Professional networking, through leadership
• YouTube: Long-form video content, tutorials, vlogging
• Twitter: News, updates and real-time conversation

fig 1.3 The world's most used social platforms Week 2 (28/04/2025)

fig 1.4 How brand discovery happens Week 2 (28/04/2025)

The Foundation of Effective Social Media Strategy:

• Personalization is essential for engaging and retaning 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...

- Demographics (age, gender, location, etc)

- Influences and aspirations

- Interests and behaviours

- Pain points and needs

Key Attributes:

1. Demographics:

Age, gender, location, education level, and job roles. Example: A clothing brand may target young women aged 18-24 living in urban areas

2. Psychographics:

Interests, values, beliefs, lifestyle and personality traits. Example: A tech company might focus on early adopters interested in innovation and new gadgets.

3. 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.

4. 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.

Example:

Name: Sarah, 25 years old, Marketing Coordinator
Interests: Fashion, eco-friendly products, travel

Platforms Used: Instagram, Pinterest

Preferred Content: Short videos and stories showing behind-the-scenes content

In this question, we are identifying who influences and participates in relationships with the brand. What unites them with each other and to the brand. It helps us to find our core consumer group or the community to whom the brand matters most and how they uniquely relate to the brand and what their shared interest or characteristics are.

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INSTRUCTIONS

fig 1.0 Digital and Social Media Communication's MIB Week 1 (21/04/2025)

TASK 1: BRAND INFORMATION

Timeframe: Week 01 - Week 04

Description: Conducting a Brand Information Study helps you develop a deep understanding of how brands operate in the competitive market by analysing a brand's story, product strengths and opportunities, which is crucial for crafting effective marketing strategies. Understanding the vision and mission will allow you to align future campaigns with the brand's core values. Evaluating current social media and marketing channels will enhance your ability to assess real-world brand communication and engagement tactics, sharpening your skills in social media strategy and digital marketing planning.

Content Audit

1. Content Situation -Frequency

                                 - PIC

                                 - Objectives - Platform Suitable?

                                 - Target Market (current)

2. Content - Photo, Video/Reels, Stories?

3. Call To Action (CTA) - Bio

                                        - Copywriters 

4. What worked? What didn't work? (in terms in contents) Why? 

We decided to choose Kream Bakery to collaborate with, we found them in Instagram.

fig 1.1 Kream Bakery's Instagram Week 1 (21/04/2025)

I reached out to them during Week 2.

fig 1.2 Reaching Out Week 2 (29/04/2025)

After providing details to them, we decided to move to WhatsApp for smoother conversations, and created a group.

fig 1.3 Conversations in WhatsApp Week 2 (29/04/2025)

We agreed to meet up to get to know each other and had the opportunity to try out their food and drinks.

fig 1.4 Kream Bakery Week 2 (03/05/2025)

We discussed with Patrick about the necessary details to work on the proposal and we immediately start with it.

We split the tasks among us and here is the results.

fig 1.5 Kream Bakery's Brand Information Week 4 (16/05/2025)

After getting checked with Mr Azrizal, he told us to ask Patrick some questions, and so we did.

fig 1.6 Response from Patrick Week 4 (16/05/2025)

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TASK 2: EMPATHY MAPPING & PERSONA

Timeframe: Week 05- Week 07

Description: Personal profiles are a representation of a product's users. They are used to keep the user front and center throughout the design, development and maintenance process. You will go through an empathy mapping exercise as a process to develop their product's personas. While at that, you will also be exposed on the approaches to creating personas.

We open a Canva slides for the empathy map.

fig 1.7 Personas in Canva Week 11 (30/06/2025)

fig 1.8 Empathy Mapping and Persona Week 11 (30/06/2025)

After getting it checked by Mr Azrizal, he said to make Empathy Mapping for all of the Personas, not just only one

Here is our updated Persona and Empathy Map.

fig 1.9 Updated Empathy Mapping and Persona Week 12 (08/07/2025)

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TASK 3: CONTENT PLANNING

Timeframe: Week 04 - Week 10

Description: Content planning is critical in planning a social media campaign because it ensures that the campaign is consistent, relevant and engaging. Planning for a content is crucial as it will clearly lay out the weekly/monthly or quarterly content for any brands or account.

After getting all the contents and ideas sorted in the Google Sheet, we start fliming.

Link to Google Sheet.

fig 1.10 Ideas and Contents in Google Sheet Week 5-6(19/05/2025) - (26/05/2025)

Due to them closing down the bakery soon, we decided to shoot everything in one go so later it's easier for us to edit the videos and stuff following by the next 6 weeks.

fig 2.0 BTS of Us Fliming in Kream Bakery Week 5-6(19/05/2025) - (26/05/2025)

We start organizing each contents for each week in the Google Sheet and also create a instagram profile for us to start posting.

Link to Instagram.

fig 2.1 Contents Organized in Google Sheet Weekly Week 6-13(19/05/2025) - (16/07/2025)

During Week 13, Mr Azrizal uploaded this in the Teams.

fig 2.2 Week 13 Week 13 (14/07/2025) 

We open up a Canva Slides for our presentation

Link to Canva Slides.

fig 2.3 Process of Final Presentation in Canva (15/07/2025) 

Here is the completed slides.

fig 2.4 Kream Bakery Final Presentation (23/07/2025) 

We did our recording presentation on Week 14.

fig 2.5 Recording Kream Bakery Final Presentation (23/07/2025) 

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FEEDBACK

Week 1: Discuss with your groupmates and research a brand you wish to collaborate with so we can move on.

Week 2: Settle down with a client next week

Week 3: Get information with your client and start working on the proposal.

Week 4: -

Week 5: Ask the necessary questions to your client 

Week 6: Start fliming your contents

Week 7: Can open up a Instagram account to post the contents.

Week 8: -

Week 9: -

Week 10: -

Week 11: Personas is good, start working on the empathy map.

Week 12: Create Empathy map for all of your personas.

Week 13: -

Week 14: -

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REFLECTION

Working on this subject has been one of the most intense yet eye-opening experiences this semester. Our task involved reaching out to a real client and creating engaging content for their business, an exciting opportunity, but one that quickly turned into a whirlwind of challenges and pressure.

At first, we are optimistic about collaborating with the client. We had brainstormed ideas and were ready to produce meaningful content. However, things took an unexpected turn when we found out at the very last minute that the client was planning to close down the store. This sudden news forced us to drastically change our plans. We had no choice but to rush the entire content production process and shoot everything within just 2 days.

Squeezing what was supposed to be 6 week long production into such a tight window was extremely stressful. We had to coordinate everyone's schedule, manage the fliming, and ensure the quality of the content, all while dealing with the emotional and logistical challenges of the store's closure. Not only that, our other subjects were piling up with assignments and deadlines, which only added to the pressure.

In the end, we pulled through. The content may have been created under pressure, but we gave it our best. This project reminded me that behind every polished social media post, there's often a storm of effort, stress, and resilience. And through it all, I’ve gained a deeper appreciation for what it takes to work in digital and social media — especially when things don’t go according to plan.

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