INFS5730 – Social Media and Enterprise 2.0
Sandbox Industry Projects (30%)
Important dates
• Team formation: Week 1 Sunday, 5th June 5:00pm.
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• Sandbox projects launch session: Week 2, Tuesday 7th June at 6:00pm
• Industry mentor check-in session: during Week 5.
• Final submission (30%): Week 9, Friday 29th July at 5:00pm.
*All dates are set in Australian Eastern Standard/Daylight Time (AEST/AEDT). If you are located in a different time-zone, you can use a time and date converter.
Expected Learning
• Critically analyse a real-life business problem related to social media strategy
• Design a successful social media strategy to boost the engagement of health care
professionals.
• Develop problem-solving and critical thinking skills
• Work effectively in a friendly and collaborative environment
• Get exposed to professional practices with support from industry mentors
• Enrich your professional profile with industry-relevant experience
Your team project involves real-world challenges proposed by industry experts at Australia. Throughout this term, you will be working with your teaching team, industry mentors, and peers to co-develop solutions that could make an impact in the real world.
This assignment is to be undertaken in groups of 5-6 students as a group assignment
Team formation method: Self-selection group formation on Moodle.
Team members must belong to the same tutorial
This assignment is graded upon 30 marks (i.e., 30% of the course total marks)
The mark awarded will be assigned to all team members, but individual marks may be
moderated if the peer assessment and subsequent investigation identified an uneven
contribution and effort across the group members.
Please refer to Appendix 1 for further information about the responsibilities of the group leader and the
group members
CRICOS Provider Code 00098G
Part 1: Project Requirements
This assessment requires you to:
Critically analyse the current social media strategy of your client ( Australia)
Critically analyse the RDA’s competitors’ social media strategies
Design a new social media strategy for your client to boost the engagement of health care
professionals on RDA’s Twitter page.
The following are the requirements for the Team Assignment. Please read these requirements carefully
before you commence your assignment and then again when you have completed your assignment to
ensure that it meets the requirements.
Roche is the world’s largest biotechnology company. Its 125-year history evolved from multinational
production of pharmaceuticals, vitamins, and marketing consumer products. Since 2000, Roche
consolidated to pharmaceuticals, diagnostics, and diabetes care.
Australia (RDA)’s business consists mainly in the sale of large in vitro diagnostic
(IVD) test machines and their reagents for blood, tissue, or other patient samples. Unbeknownst to the
general public, RDA estimates in 2021 that their laboratory partners performed some 3 million COVID-
19 tests using VD products.
Globally new to social media, RDA operates two 1 year old channels, LinkedIn and Twitter
Despite modest follower numbers, RDA is unique amongst competitors (primarily
@AbbottNews, @Hologic, @BeckmanDx @LeicaBio), with the only Australian-operated social media
Given the shift toward social media information consumption, and the relative youth of RDAs’ social
media channels, growing RDA’s social media following has been prioritised. RDA’s social media strategy
aims to gain timely, nationwide, and cost-effective communication of their value to the public, on a
medium familiar to younger Australian Health Care Professionals (HCP) as they enter the workforce.
The goal of RDA is to influence local HCP and public opinion on the value of diagnostics, on behalf of
the world’s largest biotechnology company. To reach that goal, RDA’s social channels and the content
they showcase is aligned with HCP business growth objectives, company values, enabling awareness
of what RDA does, seeking to influence opinion, growing new markets, and promoting RDA’s purpose
widely to industry: ‘providing better outcomes for everyone in Australia’.
Figure 1. Australia’s presence on Twitter
Figure 2. Key competitors to Australia
In a hypothetical scenario, your team is approached by your client (RDA) to assess their current social
media strategy and suggest a set of actionable recommendations to improve their social media
performance. Overall, RDA seeks strategies to boost the engagement of Australian Health Care
Professionals (lab professionals, GP’s, and researchers) on RDA’s social media channels. Growth and
engagement of RDA’s LinkedIn page has been stronger, compared with Twitter. Therefore, the focus of
your work in this team assignment is on the critical analysis of RDA’s engagement on Twitter.
RDA social media content must be compliant with Roche’s global branding guidelines, but more
importantly, adhere to local policies forbidding ‘promotional communications’ (product-specific
information promoting the interest, sale, or use of that product or service). Other Roche affiliates or social
media influencers are not similarly restricted.
It is important to stress the ‘value’ of audiences. Where ‘reach’ to the general public can be attained via
press release, content sustained on social media channels that earns the engagement and following of
HCPs, is considered of high value to RDA. does not offer RDA a quality (HCP) social
media audience! Data analytical skills are vital here in discerning the key elements of ‘successful’ content
on social media channels.
In a noisy world, creativity is vital to earning the interest of time-poor HCP’s. Appropriate creativity
demonstrates effort, efficiency, intellect, and value in subscribing. Creative content would engage HCPs
through “posting more appealing, interactive, and vivid content that captures and holds consumers’
attention.” (Dhaoui & Webster, 2020). A significant appeal of social media is its cost-effectiveness as
conduit for displaying short videos, which are useful in arousing emotions (Berger &Milkman, 2012) and
influencing consumers to evaluate the brand favourably (Colicev et al., 2019).
Your Lecturer-in-Charge and tutors will assume the role of your direct managers/mentors, and your industry mentors will assume the role of your project sponsors. Throughout the term, you will work closely with your team members to design a successful social media strategy that could help your client thrive on social media.
Your Team Report must include the following sections:
A. SOCIAL MEDIA AUDIT
A.1. Critical Analysis of the current social media strategy of your client (RDA)
To help your team achieve the objectives of this team assignment, two datasets are made available on
Moodle for your team to analyse.
Social media posts (Tweets) made by Australia and other
competing diagnostic companies @Hologic, @BeckmanDx @LeicaBio) over the
past 12 months. The aim is to analyse this dataset to evaluate the current social media strategy
of RDA and its competitors, discuss what makes an engaging post on Twitter based on the
previous 12 months activity, explain why the social media strategy of RDA’s competitors is
superior, and identify the gaps to design a new successful social media strategy for your client.
Social media mentions made by healthcare professionals on Twitter. Influencer marketing is of
interest here, particularly medical Key Opinion Leaders (KOLs) active on social media that
influence Australia’s HCPs. The aim is to understand who they are, their reach, the social media
channels they use, industry (diagnostic) posts they’ve supported and their strategy to gain and
engage followers on Twitter.
A.1.2. Explain how your client (RDA) engages HCPs on Twitter.
A.2. Critical Analysis of HCPs engagement on RDA’s Twitter page
A.2.3 Based on what you have learned from this course on social media data analytics, analyse the sentiment conveyed in HCP’s tweets mentioning RDA and discuss the insights you could unveil from the sentiment analysis. We strongly encourage you to use the software R to conduct the sentiment analysis. Please provide evidence in the form of screenshots taken from your
analysis to illustrate your work (R code and the outcomes of your analysis).
A.2.4 Based on what you have learned from this course on social media data analytics, conduct a social network analysis to identify the key influencers among HCPs who are actively engaged on Twitter, either as advocates of RDA or adversaries to RDA and discuss the insights you could
derive from the social network analysis.
A.3. Considering the FOUR key RDA’s competitors, critically analyse their social media strategy on Twitter
A.4. Critical Analysis of HCPs engagement on RDA’s competitors’ Twitter pages
A.1.1 Critically analyse your client’s engagement on Twitter over the past 12 months. What about
the type of engagement (organic, sponsored) performed by your client, the type/theme of posts,
the frequency of posting the content, the scheduling, the format used to post the content, etc.?
You should discuss how your client encourages/inspires/motivates HCPs to engage on Twitter.
Who are these HCPs? does your client engage the same way with HCPs? What makes the
content posted by your client appealing, unique and original for HCPs to engage with?
A.2.1 Critically analyse HCP’s engagement (likes, retweets, replies) with your clients’ posts on
What is the type of engagement performed by HCPs on Twitter? Do they engage the same way
with your client’s posts on Twitter? – What type of content do they like, retweet, and reply to?
A.2.2 Critically analyse HCP’s engagement with their followers and with one another. How do
they engage with their followers on Twitter? What makes their content appealing to followers?
How do HCPs engage with other HCPs on Twitter? Explain how this would boost their followers’
engagement on Twitter?
A.3.1 Critically analyse RDS’ competitors’ engagement on Twitter over the past 12 months in
terms of the type of posts, the frequency of posting the content, the scheduling, the format used
to post the content, etc.
A.3.2. Explain how RDS’ competitors encourage/inspire/motivate HCPs to engage on social
A.4.1 Critically analyse HCP’s engagement (likes, retweets, replies) with your RDA’s competitors’
posts on Twitter
A.4.2 Critically analyse HCP’s engagement with their followers and with one another. Do they
engage the same way with your client’s posts on Twitter?
A.4.3 Based on what you have learned from this course on social media data analytics, analyse the sentiment conveyed in HCP’s tweets mentioning RDA’s competitors and discuss the insights you could unveil from the sentiment analysis. We strongly encourage you to use the software R to conduct the sentiment analysis. Please provide evidence in the form of screenshots taken from
your analysis to illustrate your work (R code and the outcomes of your analysis).
A.4.4 Based on what you have learned from this course on social media data analytics, conduct a social network analysis to identify the key influencers among HCPs who are actively engaged on Twitter, either as advocates of RDA’s competitors or adversaries to RDA’s competitors and
discuss the insights you could derive from the social network analysis.
A.5. Based on your findings in the previous sections, and critically compare your client’s social media strategy with the competitor’s ones and explain why RDA’ competitors demonstrate superiority or uniqueness in engaging HCPs on Twitter.
B. SOCIAL MEDIA STRATEGY DESIGN
B.1. Propose 3 design considerations that are critical of a social media strategy (e.g., type of engagement, topics of the content, frequency of posting, etc) to boost HCPs engagement. Explain how they are critical to the design of RDA’s social media strategy.
B.2 Draft a social media strategy for RDA, based on the proposed design considerations, and your evaluation of the client’s current performance in Part A. Suggestions must be justified and aligned with your findings in the previous sections on social media audit and your team’s discussion.
NB. Throughout the report, your arguments should be justified and supported with academic references and relevant examples.
Part 2. Project Deliverables 2.1 Project expectations
Your group assessment is designed as a “Sandbox Industry Project” – which means the assessment involves an actual problem in the industry and was proposed by Marketing and Social Media specialists to support you in developing the most relevant and practical knowledge and skill sets. Unlike textbook case studies, these real project specifications will not have step-by-step guidance or a solution template. You will need your learning skills, critical thinking and problem-solving abilities, creativity and proactiveness to do well.
To succeed in this project, you will need to manage your learning process carefully – including demonstrating agency in performing self-directed learning, conducting research, taking initiative, and more. These tasks are expected to take an average of 12-15 hours (per week) of your time.
2.2 Project deliverables (30%)
All deliverables will need to be uploaded to Moodle course site by the deadline. Submission instructions will be provided on Moodle.
In this assignment you are required to submit three files: Team Report + Team Presentation
Slides + Team Video on Moodle by the Team Leader.
Assessment Task Weighting Due Date Mode of Submission
Team Report
Week 9, 5:00pm Friday 2022 (AEST)
Submit the Team Report in Word format using the link Team Report Submission.
Submit the Team presentation slides in PowerPoint format using the link Team Presentation Slides Submission.
Submit the 15 minutes Team Video using the link Team Video Submission.
Team Presentation (slides and video)
Week 9, 5:00pm Friday 2022 (AEST)
In the case of equal contribution:
The team leader should submit on behalf of the group the following:
• Peer Assessment – The team leader is requested to complete and submit a peer assessment via email (to the Lecturer-in-Charge) on behalf of the group. The peer Assessment should include the names of all group members, the distribution of the work done by each member (in %) and a brief explanation in comments demonstrating that all group members have contributed equally to the team project.
• Please refer to the deadline of submission in the peer assessment form provided on Moodle.
• Where no peer assessment is received it will be assumed that you consider the work to have
been evenly and equitably distributed across all team members.
• No diary is requested in the case of equal contribution.
In the case of unequal contribution:
EACH team member must submit the following:
• Peer Assessment – EACH team member is requested to complete and submit a peer assessment via email (to the Lecturer-in-Charge).
• Please refer to the deadline of submission in the peer assessment form provided on Moodle.
• Individual diary – Each group member is required to submit an individual diary of the tasks done on the team project. The diary should describe the activities undertaken by the group member (date, time, description of the work done in the report, in the video and in the slides). The individual diary is necessary to assess the work done by everyone and assign different marks to the group members.
2.2.1 Report
Word Limit
The maximum word length of the report is 4,000 words. There is a (+10%) leeway.
• Please note that the Table of Contents, Executive Summary, References and Appendices are excluded from the word count.
• You should be mindful of the marks awarded to each part (as per the marking criteria below) when allocated the number of words spend on each part.
• Please note that material presented in excess of the word limit will not be considered when grading the assignment.
Formatting
The proposal should be in ‘business report’ style (but includes academic references where appropriate)
Feel free to make whatever use of tables, figures, and diagrams that you believe appropriate and relevant to support your work.
An Executive Summary is required. Specific requirements:
• Arial 12-point font
• 1.5 spacing
• Page numbers on each page
The document you upload should include:
• A suitable frontpage that will impress the client
• Coversheet signed by all team members
• The report
• A full set of references included to justify your arguments in the report.
Upload your Team Report document (in Word format) on Moodle.
• You can only upload one report document.
• Only ONE submission from each group is required.
• You are advised to keep a copy of your submission.
Originality Checks
The originality of the submission will be checked using Turnitin. Please check the originality report generated by Turnitin during the submission process.
2.2.2 Presentation and Video Purpose
The purpose of the presentation is for your team to showcase and effectively communicate the key findings of your analysis and the actionable recommendations/solutions to help your client thrive on social media.
Time limit
Each presentation is to be no longer than 15 minutes. Failure to complete the presentation with the allotted time will impact on the marks the group receives for the presentation.
Who has to present?
All members of your group must participate in the presentation.
You are expected to coordinate the work assignment before the presentation, e.g., how a member’s absence from presentation will be compensated with his/her other work allocation in the project. Absence from presentation will not be taken into consideration in the peer assessment, unless in special circumstances in which explanation has to be provided.
The mark award to the proposal will be applied to all group members, but individual marks may be moderated if the peer assessment and subsequent investigation identified an uneven contribution and effort across the group members.
Slides and video
You are expected to prepare the slides and produce a team video.
• Technological failure because of poor website performance etc. will reflect poorly on the group and will impact on the mark the presentation receives.
• Slides are expected to be of a high quality and appealing.
Upload your Team Presentation slides (in PowerPoint format) on Moodle Upload your Team Video on Moodle (15 minutes long)
Other Compulsory Requirements
Late Lodgement & Extensions:
Late assignments (without approved extensions) will attract a penalty of 10% of the available marks per day of lateness (including weekends and public holidays). The penalty will be deducted from the mark your assignment is awarded. General information on special consideration for undergraduate and postgraduate courses can be found in the Assessment Implementation Procedure and the Current Students page. Please note:
• Extensions are only granted in exceptional circumstances. You will be required to substantiate your application with appropriate documentary evidence such as medical certificates, accident reports etc.
• You should note that extensions are not usually granted for computer-related problems or heavy workloads (at either your job or University).
• Students are expected to manage their time to meet deadlines and to request extensions as early as possible before the deadline.
References
It is expected that your report will make use of at least ten recent academic journal articles and practitioner articles.
• Each group is required to prepare a 15-minute video (3 minutes for each team member). Please ensure tha
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