Sample BC400 Communication and Media Management Report 2C

BC400 Communication and Media Management Report 2C Sample

Assignment Details

The first step is to choose an interesting topic (make sure it is what your group presented on). Make sure to share the topic with your tutor before doing the literature review. Your report should be structured so that someone not familiar with your area of interest can follow it.

Group Report:

- Collaborate with your group to prepare a comprehensive report on digital and social media communication.

- Your report should explain how the communication theories studied have been applied in a real business setting.

- Ensure your report is professionally presented, with clear and logical structure, and includes thorough analysis and evaluation.

- The word limit for the report is 2,000 ± 10%, excluding the table of contents, references, and annexures.

Research Report Structure:

Your report should be well-structured with clear headings and subheadings to address the following key points:

I. Introduction

- Provide a brief overview of digital and social media communication theories.

- State the purpose of the report and its relevance to real-world business settings

II. Literature Review

- Critically review the relevant theories of digital and social media communication.

- Discuss how these theories apply to the chosen business setting.

- Ensure to analyse a minimum of three references allocated for your unit

III. Case Study Analysis & Discussion

- Describe the business setting or case study you are analysing.

- Analyse how the communication theories are applied within this setting.

- Evaluate the effectiveness of the application of these theories in achieving communication goals.

- Discuss the strengths and weaknesses of the communication strategies used in the case study.

- Provide recommendations based on your analysis.

IV. Individual Reflection

- Reflect on your learning experience throughout the assessment.

- Discuss the insights gained and how they can be applied in future professional settings.

- Outline the use of an open-license generative artificial intelligence program in this assessment.

- Please outline the process you followed in utilising generative AI to develop your assessment. Include specific steps you took, how you integrated the AI's outputs into your work, and any challenges or advantages you experienced while using this technology.

V. Conclusion

- Summarise the key findings from your report.

- Reflect on the importance of effective digital and social media communication in achieving business objectives.

VII References

- List all the sources you have cited in your essay using the appropriate citation style (APA or MLA).

Solution

Introduction

Overview of digital and social media communication theories

With increasing adaptation towards digital transformation digital and social media communication has become a norm for most of the organization. This type of communication usually involves information exchange to online platforms using digital technology. Taking this into consideration there are certain theoretical frameworks such as uses and gratification theory, social media engagement theory that have relevantly provided a structured way in which information exchange takes place and is being perceived along with influencing individuals or groups in the digital age.

Figure 1: Digital Communication

Report purpose

The purpose of this report is to carry out a comprehensive audit of the communication practices within the Costa group. Followed by this it would also explain how the theory is being applied in the concerned real business setting so that a precise understanding about the digital and social media communication can be acquired.

Relevance to Costa Group

In the age of digital media Costa group like every other organization has also been utilizing the digital and social media communication aspects for the assignment helpline Taking this into consideration the digital and social media communication theories hold significant relevance because they will be explained the manner in which the company has been utilizing social media and digital content for different purposes and how it has been able to create a sense of social presence

Literature Review

Critically review the relevant theories of digital and social media communication

The Uses and Gratifications Theory (UGT)

It helps individuals to actively seek out media channels for fulfilling their specific needs and desires. According to Eginli & Tas (2018), UGT focuses more on what people do with media rather than considering the influence of media on the person. In the context of digital and social media communication, the UGT suggests that users engage with platforms like Facebook, Twitter, Instagram, and others to satisfy various gratifications such as seeking information, entertainment, and interaction with society along with reinforcement of their identity. Online the traditional theories of media which view audiences as passive recipients, UGT emphasizes the active role of the users in consumption of the media.

The theory offers the perspective that is user-centric and emphasizes the autonomy and agency of the users for choosing media content that wholly satisfies their needs and desires. The UGT explains the behavior of social media users actively seeking and sharing content that resonates with their interests and social needs. The theory also adapts to new forms of digital media providing a framework for understanding why people use different platforms and tools. Considering the weakness of this theory it provides a limited scope of content influence as it mainly focuses on user motivations and overlooks how media content might shape or influence the behavior and attitude of the user. The theory also relies on self-reported data which is subjective and might not accurately reflect the usage patterns of media.
Social media engagement theory focuses on the interaction between media users and the digital content on social media platforms. The theory emphasizes how users engage with the content like sharing, commenting, and liking, and how these introductions build a sense of community and foster relationships. The theory suggests that engagement is multi-dimensional and involves cognitive, behavioral, and emotional dimensions which drive the involvement of the users and loyalty towards the brand or community.

Social media engagement theory (SMET)

It focuses on the interactive nature of social media highlighting the reciprocal relationship between the content creators and the users. According to Carrera Hernández (2018), the theory considers interactions and technology as important factors for understanding the experience of social media users. It explains how engagement fosters our sense of belonging and community among the users which is essential for brand loyalty and awareness. The theory also provides actionable insights for marketers and communicators to enhance interaction and participation with the users. This theory sometimes overemphasizes quantifiable metrics like share and likes which might fail to capture the depth of the user engagement. The theory underplays the importance of content quality and focuses more on the engagement process than on the quality of the content.

Figure 2: Social media engagement theory (SMET)

Application of the theories to the chosen business setting

Costa Group is a leading horticulture company in Australia utilizing UGT for tailoring social media content for the full feeling of the specific needs of the audience. In reference to Kujur & Singh (2020), UGT focuses on the motivations of people to use new and modern technologies for making informed decisions. The horticulture company by providing information-rich content such as updates on Sustainable farming practices, the launch of new products, and the health benefits of their product, the organization creators to the customers who are seeking educational and informative content. Costa Group Also shares behind-the-scenes videos with their consumers who can look at their farms and people involved fulfilling the desires of the users for entertainment and personal connection. Such an innovative approach aligning with the theory helps the company to produce content that satisfies their knees for information, entertainment, and social interaction. Costa Group also uses the SMET by actively encouraging interaction and building a community through its social media platform. Social media channels like YouTube, Facebook, Instagram, and Twitter are used for social media advertising to promote its brand and products (Gómez, Lopez & Molina, 2019). The horticulture company creates engaging posts that invite the participation of the users by providing comments, likes, shares, and suggestions on their recipes, gardening tips, and customer testimonials. The company by responding to the comments of the users and engaging through conversation strengthened the relationship with the audience creating an interactive space where the users feel valued and associated with the brand. With the application of both theories, Costa Group in Australia enhances its social media presence and has built a community that is informed and loyal to the company.

Case Study Analysis and Discussion

Description of the business setting

The origin of the Costa group dates back to the late 19th century and from a local fruit and vegetable shop it is an international company successfully farming, packing, and marketing products (Costa, 2022). It is the largest horticulture company specializing in a wide range of fruit and vegetables, mushrooms, avocados, and berries. The company operates across various farming regions in Australia. As a mission, they are committed to sustainable and innovative farming practices utilizing advanced technology for optimizing production and quality. The vertically integrated operation allows Costa to ensure the freshness and quality of their products making them key players in the fresh produce market both locally and globally.

Figure 3: Costa Group

Analyzing the above-mentioned communication theories within the Costa Group, the UGT effectively meets the information and entertainment needs of the audience. The horticulture company of Australia by providing educational content on sustainable farming, and the healthy benefits of their producers not only builds the trust and loyalty of the audience but also positions the company as an industry leader in the market. Application of the SMET enhances for creation of an interactive platform where the audience feels connected to the brand. They encourage the participation of the users through comments, feedback, sharing, and likes building a community around the product of the Costa which strengthens the relation with the consumers and hosting the organic reach through the promotion by word of mouth.

The reliance on UGT by Costa Group leads to an emphasis on meeting the demands of the users without adequately addressing the social and environmental costs which potentially result in a superficial engagement. The SMET also focuses heavily on engagement metrics like likes, shares, and comments which might lead the company to prioritize quantity over quality. As a result, the company will create social media content that is more attention on the brand image of the company perceived to be inauthentic and overly commercialized.

Evaluating the effectiveness of the theories in achieving communication goals

The communication goal of Costa Group in Australia is to educate and engage consumers regarding the benefits of their farm fresh products and practices of sustainable farming besides fostering a loyal and informed community revolving around the brand (Costa, 2022).

Costa Group utilizes the UGT producer's content which educates and informs the audience regarding the health benefits of fruits and vegetables, diverse products, and sustainable farming practices. The innovative approach aligning with theory helps the company to educate the consumers satisfying that need for information regarding the products. The agri-company sharing the behind-the-scenes (BTS) content and stories provides a desire for entertainment to the audience building a profound connection. Such a strategy is effective in establishing a relationship with the audience and positioning the company as a leader in the fresh produce industry. Costa Group also utilizes the SMET to produce interactive and engaging videos and posts that encourage the participation of the users who are sharing recipes, quizzes, comments, and feedback along with testimonials or customers. These interactive cues help marketers create interactive brand messages (Moran, Muzellec & Johnson, 2020). Such an approach creates a sense of community and engagement with the creation of a loyal customer base. The agri-company responding to the comments, feedback, and discussions of the customers depends on the relationship with the consumers enhancing brand loyalty.

Discuss the strengths and weaknesses of the communication strategies

The communication strategies used by Costa Group are educational content marketing to inform consumers regarding the sustainable farming practices and health benefits of their products and the BTS of the farming methods. The company also employs interactive social media engagement through different platforms such as recipe sharing, Q and A sessions, and testimonials of customers fostering community engagement.

Considering the strength the educational content marketing builds trust enables Costa to enhance the credibility of the brand and consumer awareness regarding sustainability positioning as an industry leader. The interactive social media contents create a sense of community and encourage the participation of the users increasing the organic reach (Moran, Muzellec & Johnson, 2020). Focusing on the weaknesses the content marketing strategy becomes too information-rich potentially disengaging the users seeking more entertainment-focused content. The interactive social media sessions emphasize the engagement metrics which focus on more shares, comments, and likes rather than meaningful engagement diluting the brand message.

Recommendations based on analysis

Some of the recommendations based on the analysis, Costa Group must incorporate more interactive elements like virtual farm tools like augmented reality (AR) to virtually visit the farms and kitchens deepening user engagement while maintaining focus are meaningful interactions. They must leverage user-generated content partnering with micro-influencers, with extensive reach and followers to broaden their reach and create a diverse content format that aligns with the sustainability message. Consumers consider micro-influencers to be credible and authentic while promoting a product (Pham, 2023). The influences create authentic content for the dedicated community platform and drive deeper engagement of the consumers.

By the help of this particular recommendation the concerned organization will be able to provide immersive interactive storytelling to its targeted consumers demonstrating the organizations capability to sustainable sourcing ethical practices and product quality. In this way the company will be able to communicate its values among its stated audience in an effective manner and also add value to the brand’s sustainability messages as well. In addition to this the micro influencer collaboration would help to help the organization to create authentic user generated content that would resonate among the consumers that value transparency and ethical sourcing.

Individual Reflection

1. Reflection on your learning experience

Throughout the assessment I have developed significant understanding about the real world application of digital and social media communication. In regards to the fact that it was a group report therefore acknowledging the different opinions of each group member was a challenging task for me.

2. The insights gained

From the communication theories as outlined above I have gained significant understanding about how brand engagement can be done on the social media platform. I can use these theories to develop more effective marketing campaigns in my professional role for customer engagement.

Conclusion

Key findings

Upon drawing conclusions to the above stated study it can be determined that digital and social media communication plays a vital role in the successful promotion of the company like Costa Group. The communication theories uses and gratification theory along with social media engagement theory have prominently determined the active role of consumers in seeking content that satisfied their informational and entertainment needs. In addition to this it has also determined the manner in which the concerned organization of Costa group has been sizing upon the importance of user interaction for the purpose of building brand loyalty and sense of community. The company has successfully applied both the concern theory for the purpose of creating educational and engaging content which would create interaction and trust loyalty among its target consumers.

Reflection on the importance

With increasing globalization and in today's interconnected world effective digital and social media communication has become critical success factors for most of the organization to stay relevant in the market. The importance of this particular type of communication is not only for the purpose of informing and engaging users but also for the purpose of creating a sense of community and brand loyalty among them by strategically creating content. In regards to company like Costa group by utilizing these communication approaches the company has been able to enhance its visibility credibility and engagement across social media platform.

References