Assessment 2 Information

Subject Code: DATA4500

Subject Name: Social Media Analytics
Assessment Title: Report: Influencers and Social Media Markers
Assessment Type: Individual report

Assessment Length: 1,500 words (+/- 10%)

40%
Weighting:

Total Marks: 40

Submission: Turnitin on MyKBS

Sunday 23.55 AEST in Week 10

Due Date:

Your Tasks

• Deliver a written report according to the requirements below

Assessment Description

• This assessment is to be done individually.

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 • Students are to write a 1,500-word report about Influencers and Social Media Markers and
submit it as a Microsoft Word file via the Turnitin portal at the end of Week 10.
• Students will receive marks for content, original thinking, recommendations made that are
specifically tailored to the case study that your facilitator assigns to your class,
appropriate structure and referencing.
• 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, which will be assigned to you by your
facilitator.
• 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

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Assessment Instructions

You have been asked to write a report on your chosen influencer for the organisation
assigned to you, 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 assigned to you
• 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 ten references in Harvard format

Note that if you do not nominate a specific first-choice or back-up influencer in your written
report, or apply your report to the required organisation, you could receive 0/40 on this
assessment task.

Appropriate use of GenAI

Usage of Generative AI (GenAI) is permitted for brainstorming and research and not to write
the assessment. Indicate the sections informed by GenAI by using in-text referencing and a
reference to an appendix which shows the GenAI prompts and responses. Include the appendix
(with all relevant prompts and responses) at the end of the Word document.

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Important Study Information

Academic Integrity and Conduct Policy

https://www.kbs.edu.au/admissions/forms-and-policies

KBS values academic integrity. All students must understand the meaning and consequences of cheating,
plagiarism and other academic offences under the Academic Integrity and Conduct Policy.

Please read the policy to learn the answers to these questions:

• What is academic integrity and misconduct?

• What are the penalties for academic misconduct?
• How can I appeal my grade?

Late submission of assignments (within the Assessment Policy)

https://www.kbs.edu.au/admissions/forms-and-policies

The table below details the penalties for late submission of the written report due in Week 10:

Length Limits for Assessments

Penalties may be applied for assessment submissions that exceed prescribed limits.

Study Assistance
Students may seek study assistance from their local Academic Learning Advisor or refer to the resources on
the MyKBS Academic Success Centre page. Further details can be accessed at
https://elearning.kbs.edu.au/course/view.php?id=1481

Generative AI Traffic Lights

Please see the level of Generative AI that this assessment has been designed to accept:

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This assessment is Level 2, as detailed in the table below.

This
Amount of Generative Artificial Intelligence assessment
Traffic Light idence Required
(GenerativeAI) usage
(✓)

Prohibited:
The use of generative AI is prohibited for
No GenerativeAI allowed this assessment and may potentially result
Level 1 in penalties for academic misconduct,
This assessment showcases your individual including but not limited to a mark of zero
knowledge, skills and/or personal experiences for the assessment.
in the absence of Generative AI support.

The use of GenAI is optional for this

assessment.

Your collaboration with GenerativeAI must

be clearly referenced just as you would
reference any other resource type used.
Optional:
Click on the link below to learn how to
reference GenerativeAI.
You may use GenerativeAI for research and
content generation that is appropriately
https://library.kaplan.edu.au/referencing
referenced.
-other-sources/referencing-other-
sources-generative-ai
See assessment instructions for details
Level 2 ✓
In addition, you must include an appendix
This assessment allows you to engage with
that documents your GenerativeAI
Generative AI as a means of expanding your
collaboration including all prompts and
understanding, creativity, and idea generation
responses used for the assessment.
in the research phase of your assessment and
to produce content that enhances your
Unapproved use of generative AI as per
assessment. I.e., images. You do not have to
assessment details during the content
use it.
generation parts of your assessment may
potentially result in penalties for academic
misconduct, including but not limited to a
mark of zero for the assessment. Ensure
you follow the specific assessment
instructions in the section above.

You will be taught how to use generative

AI and assessed on its use.

Compulsory: Your collaboration with GenerativeAI must

be clearly referenced just as you would
You must use GenerativeAI to complete reference any other resource type used.
your assessment Click on the link below to learn how to
reference GenerativeAI.
See assessment instruction for details
https://library.kaplan.edu.au/referencing
Level 3 This assessment fully integrates Generative -other-sources/referencing-other-
AI, allowing you to harness the technology's sources-generative-ai
full potential in collaboration with your own
expertise. In addition, you must include an appendix
that documents your GenerativeAI
Always check your assessment instructions collaboration including all prompts and
carefully as there may still be limitations on responses used for the assessment.
what constitutes acceptable use, and these
may be specific to each assessment. Unapproved use of generative AI as per
assessment details during the content
generation parts of your assessment may
potentially result in penalties for academic

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 misconduct, including but not limited to a
mark of zero for the assessment. Ensure
you follow the specific assessment
instructions in the section above.

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Assessment Marking Guide

*Note that usage of generative AI that does not comply with the “Appropriate use of GenAI”
guidelines will attract a penalty of up to 20%.
DATA4500 Assessment #2 Rubric /40*
Marking of individual written report
0-49% 50-100% /40
Has demonstrated limited achievement: Has achieved all or most of the following: Max:
Body, Structure and Referencing Body, Structure and Referencing 5

• Executive summary is generic • Executive summary is relevant and

and irrelevant specific to the organisation assigned by the
• Structure of the report does not instructor
adhere to the specifications offered in • Structure of the report adheres to
this document the specifications offered in this document
• Fewer than ten references used • Genuine use of at least ten
in a genuine manner references

Criteria in selecting an influencer Criteria in selecting an influencer 10

• Criteria are generic or irrelevant • Criteria used are specific and

to the organisation assigned by the appropriate for the organisation assigned
instructor by the instructor

Social media data Social media data 10

• Social media data are not absent, • Social media data, and the sources
generic or erroneous, or sources not from which they were taken, are specific to
provided the influencer proposed
• No justification based on social • Social media data have been
media data provided for why the analysed as justification for why the
proposed influencer is attractive to the proposed influencer is attractive to the
organisation organisation

Marketing activities Marketing activities 10

• Marketing activities are generic or • Marketing activities are specific and

inappropriate to the organisation and the appropriate to both the organisation and the
influencer influencer

Back-up influencer Back-up influencer 5

• Generic or lack of reasons • Appropriate reasons provided as to

provided as to why the first-choice why the first-choice influencer might not be
influencer might not be available or available or interested
interested • Identification of back-up influencer is
• Generic or lack of identification of specific, with justification provided for
a back-up influencer selection

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