Assignment Guidelines: Task 4 – Reflection on Using Generative AI in Social Media Marketing
Overview: The aim of this task is to explore the practical applications and implications of using Generative AI, specifically ChatGPT, in social media marketing for the chosen company. You will create social media content using both ChatGPT and your own creativity. You are required to focus on only one of the following options to complete the task:
· Option 1: Social Media Post
· Option 2: Managerial Response to an Online Negative Review
Option 1: Social Media Post
Objective: To compare different approaches to creating a social media post for a chosen company, focusing on the same marketing communication objective.
Step 1:
Find and document an actual social media post from the chosen company’s platform. Then, using the “Social Media Platform. Messaging Typology” (see Appendix 1 below), identify the primary marketing communication objective of the company’s post (e.g., product awareness, customer engagement).
Step 2:
Independently draft a social media post for the same company, ensuring your post aligns with the marketing communication objective identified in Step 1 (e.g., if the company’s post was aimed at product awareness, your post should also focus on product awareness).
Step 3:
Use ChatGPT to generate a social media post. Your prompt should guide ChatGPT to generate content that aligns with the marketing communication objective identified in Step 1. Be specific in your instructions to ensure relevance (refer to Lecture 8 slides, pp. 16-19).
Step 4: Compare the social media posts: the company's, your personal, and the ChatGPT-generated posts.
Deliverables for Option 1:
· A documented example of a company’s social media post (from Step 1).
· Your personally created social media post (from Step 2).
· The AI-generated social media post using ChatGPT (from Step 3).
· Use the following template table to compare the social media posts from the three different sources. Analyse each post based on the aspects listed and note your observations. This comparison will provide insights into the effectiveness of different content creation methods.
Template Table for Option 1- Comparison of social media post approaches – company, personal, and AI-Generated:
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Aspects for Comparison
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company’s social media post
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Your social media post
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AI-generated social media post
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1. Social media content
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2. Marketing communication objective
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3. Approach (prompt used, time taken)
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4. Clarity of the social media post
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5. Relevance to the audience
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6. Engagement potential
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Instructions for the Comparison Table:
1. Social media content
· What to Write: Include the full content of each post. You may use a screenshot to reduce the wordcount.
2. Marketing communication objective
· What to write: Identify and note the primary marketing objective of each post.
· Reflections: Focus on the main goal each post aims to achieve and how effectively it communicates this objective.
3. Approach (prompt used and time Taken)
· What to write (ONLY for your own and the AI-generated posts): Describe the process used to create each post. For your own and the AI-generated post, include the prompt used and the time taken to finalise the post.
· Reflections: Reflect on the ease or difficulty of creating each post, and how the chosen approach (including the prompt for the AI-generated post) influenced the final content.
4. Clarity of the social media post
· What to write: Assess how clearly each post conveys its message.
· Reflections: Consider the language, structure, and readability of each post. Is the message easy to understand at first glance? Are there any ambiguous elements?
5. Relevance to the audience
· What to write: Evaluate how relevant each post is to the intended audience.
· Reflections: Identify the target audience and assess how each post addresses their interests, needs, or preferences.
6. Engagement potential
· What to write: Estimate the potential of each post to engage the audience.
· Reflections: Consider factors such as the appeal of the content (e.g., emotional or rational), calls to action, and the likelihood of the post generating likes, shares, comments, or other forms of interaction.
Option 2: Managerial Response to an Online Negative Review
Objective: To compare different methods of crafting managerial responses to online negative reviews for a chosen company, focusing on maintaining consistency in customer service and reputation management.
Step 1:
Find and document an actual managerial response from the chosen company to a negative online review. Analyse the response to identify the primary cue used (refer to Appendix 2; e.g., apology, explanation, or facilitation).
Step 2:
Draft your own response. Create a managerial response to the negative review identified in Step 1. Your response does not need to align with the cues identified in Step 1.
Step 3:
Generate a response using DeepManager. Use DeepManager to create a managerial response to the negative review identified in Step 1.
Step 4: Compare the managerial responses to an online negative review: the company's response, your personal response, and the DeepManager-generated response.
Deliverables for Option 2:
· A documented example of the company’s managerial response to a negative review (from Step 1).
· Your personally created managerial response (from Step 2).
· The managerial response generated by DeepManager (from Step 3).
· Use the following template table for comparison:
Template Table for Option 2 - Comparison of Managerial Responses to an Online Negative Review: Company, Personal, and DeepManager-Generated
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Aspect for Comparison
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Company’s response
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Your response
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DeepManager-generated response
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1. Managerial response content
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2. Response cue
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3. Approach (prompt used and time taken)
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4. Clarity and directness
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5. Relevance to customer concern
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Instructions for the Comparison Table:
1. Managerial response content
· What to write: Include the full content of each response. You may use a screenshot to reduce the wordcount.
2. Response cue
· What to write: Identify the primary cues used in each response.
· Reflections: Evaluate how effectively each strategy is communicated and its appropriateness for the situation.
3. Approach (prompt used and time taken)
· What to write: (ONLY for your own and the AI-generated responses): Describe the process used to create each response. Include the time taken for both your own and the AI-generated responses. For the AI-generated response, explain the prompt used and the refinement process (e.g., adding context, tone adjustments, etc.) to finalise the response.
· Reflections: Reflect on the ease or difficulty of creating each response, and how the chosen approach (including the prompt for the AI-generated response) influenced the final content.
4. Clarity and directness
· What to write: Assess the clarity, directness, tone, and level of empathy shown in each response.
· Reflections: Determine whether the response clearly addresses the concerns raised and provides a straightforward explanation or solution.
5. Relevance to customer concern
· What to write: Evaluate how relevant and personalised each response is to the specific customer concern and describe how each response addresses the problem mentioned in the review.
· Reflections: Evaluate the effectiveness of the problem-solving approach and its potential to satisfy the customer.