Assessment

CREATE A PERSONAL BRAND DEDICATED TO FITNESS AND HEALTHY LIVING

Establish and build a strong personal brand in social media

Instructions to the student

1. You are required to select a personal brand to represent for the purpose of this assessment. You may select:

yourself as the personal brand; or

a hypothetical personal brand you create for the purpose of the assessment.

You must discuss your selected personal brand with your assessor prior to commencing this assessment.

NOTE: Assessment 1 requires you to develop a personal brand social media marketing strategy for your chosen persona. This strategy will need to be implemented and evaluated in Assessment 2. By implementing this strategy successfully, this assessment provides you the opportunity to improve your personal brand on social media to showcase your expertise, and be recognized in industry by relevant stakeholders, potential employers and/or clients to increase your professional network.

Part A - Written Assessment

Research Global Trends

You are required to research two personal brands that have a blog and participate in social media marketing. These two individuals must:
Have a blog upon which content is published at least once per fortnight
Have a minimum of two active social media network profiles where blog content is distributed
Have a combined social media following of no less than 1,000 followers
When conducting research, analyse and record the elements in the table similar to the one below. You will later need to include these in the social media marketing strategy template.

Assessment 1

Part B - Written Assessment

Personal Brand Marketing Strategy

Select your social media networks for your personal brand marketing strategy. The personal brand marketing strategy must include a blog, LinkedIn and three other mainstream social media network selected from the following:

• Facebook
• Twitter
• Instagram
• Pinterest
• Google+
• YouTube

You may take this opportunity to start a personal blog about a hobby, interest, or area of expertise. Choose a topic that you can easily write opinion pieces and ‘thought starters' about. Consider that each social media network requires a different strategy in itself, for example:
- LinkedIn must be included to develop and/or enhance your professional brand and engage with like-minded individuals by posting content relevant to your expertise and industry.
- Facebook may be used to share content with your social community regarding personal brand updates
- Twitter may be used to establish your personal brand on the dynamic micro- blogging platform whereby you can share interesting insights regarding your hobby and/or expertise
- Instagram may be used to share professional images relating to a specific theme
- Pinterest may be used to convey your creative ideas through a series of pin boards and share this with the community
- Google+ should be used if you use a Gmail business account as it allows your email community to easily connect with you
- YouTube may be used if video is one of your content strengths and you have an interest in creating videos for an online audience

Each of the following steps must be completed for the personal brand marketing strategy and implementation plan. The strategy and implementation plan must be written using professional language appropriate for presenting to a high level executive team.

Develop the personal brand marketing strategy. Each of the three stages must be completed for the personal brand marketing strategy and implementation plan:

Stage 1. Personal Brand Overview and Research

• Personal brand overview
• Personal brand marketing audit
• Content constraints on the range of content the individual can utilise
• Global trends summary based on the research in Part A

Stage 2. Personal Brand Marketing Strategy

• f Personal brand identity canvas
• f Personal brand strategic ideas and content strengths (must include a blog, LinkedIn and three other social media networks)
• f Personal brand strategic initiatives (must include a blog, LinkedIn and three other social media networks
• f Budget development for the personal brand marketing strategy

Stage 3. Implementation Plan

• Social media management platform evaluation for the personal brand marketing strategy
• Implementation plan for the personal brand marketing strategy, which must include roles and responsibilities required
• Personal brand marketing schedule for at least one week (this must include one blog, LinkedIn and three other social media networks)
• Audience feedback procedure
• One post for the personal brand blog
• Two posts for LinkedIn
• Two posts of content for social media network #2
• Two posts of content for social media network #3
• Two posts of content for social media network #4

The personal brand marketing strategy and implementation plan must be managed over a period of time to ensure the performance of the strategy can be evaluated. It is recommended to monitor and manage the personal brand marketing strategy.