Overview
Assessment Instructions
You are the Digital Marketing Officer in charge of picking a social media influencer to lead an extensive campaign as the face of your organisation. You have been asked to write a report on your chosen influencer for the company (https://www.sakuralagrooming.com/), the criteria you used in selecting this influencer, and a back-up influencer to approach in case you are not able to reach a negotiated agreement with your first-choice influencer.
- Your report should include the following:
Executive summary
- What criteria were used, and why these specifically, in determining whom to consider approaching to become an influencer for the organisation
- What social media data were accessed and analysed that led to your selection of influencer
- What activities your choice of influencer will engage in as part of your organisation’s marketing plan
- Reasons why your first choice might not be available or interested in serving as influencer for your organisation
- If your first-choice influencer is not available or interested, your selection of a back-up influencer to approach instead
- At least 15 references in Harvard format
- As part of your research and decision-making process, you must gather and analyse various social media data, which can include (this list is not exhaustive):
- Follower reach
- Audience type (real people, influencers, and non-engaged)
- Demographics
- Likes-to-comments ratio
- Brand mentions
- Engagement rates
- Competitors’ use of influencers