Create platform specific content for popular social media sites, using current layout requirements and dimensions for each site. Those platforms are: Facebook, Twitter, Instagram, LinkedIn, Pinterest, Tumblr and Google+. You will need to tailor the content to suit the site’s users, your audience and page layout requirements. You may use Canva.com or other ready-made graphic design templates, or you can design your own if you are proficient with graphic design tools (refer to the site layout dimensions contained in Module 2). Choose a previous module discussion or exercise task or create a new story that you will share across multiple platforms. Word count will be determined by the platform’s specifications.

1/ Overall concept makes use of modular copy principle for multi-platform use:

• short sentences
• short paragraphs
• easy to take in at a glance
• arresting image or graphic
• creates interest
• relevant to purpose
• uses language that engages with a primary emotion
• has a tone of 'voice' appropriate for message and its target audience

Up to 1 mark will be applied for each of the above (up to 8 marks for these criteria).

2/ Content adapted with one example created for each of the following specific platform media requirements in a recommended format and proportional dimension (as per Module 2 lesson resource):

• Facebook
• Twitter
• Instagram
• LinkedIn
• Pinterest
• Tumblr
• Google+

Up to 1 mark will be applied for each of the above (up to 7 marks for these criteria).

Up to 15 marks altogether are available for this assessment item.

Establish a professional online presence by setting up a personalised website using a free website building service.

Complete the compulsory digital communications tasks, identified as ‘Assessment exercises’ which are contained in the weekly unit modules; these are identified as ‘summative assessment components of Assessment 2 – Professional Blog Site’ (PBS). The website and its digital content will be professionally presented and submitted for assessment. The website building service you choose to deliver your assessment requirements will primarily function as a blogging platform.

The site must have the capacity to:

• post plain text, images, infographics and hyperlinks;
• share photos, external links, chat snippets etc.;
• host RSS feeds and HTML-based widgets;
• embed audio including music tracks and podcasts;
• embed videos which can be uploaded as ‘in-feed native videos’ or imported from websites such as YouTube, TedTalks or Vimeo;
• make use of its own analytics tools or have the capability of integrating another, for example Google Analytics.

Following is a list of the exercises. Refer to the weekly modules for details.

• Exercise Task 1.1: Preliminary reviews of the various digital tools available on the most popular social networks.
• Exercise Task 2.1: Compare four website building products that offer a free subscription option.
• Exercise Task 2.2: Set up your professional blog web site (PBS)
• Exercise Task 3.1: Transfer your completed Assessment Exercise tasks 1.1 and 2.1 across to your PBS.
• Exercise Task 4.1: Further comparative reviews of specified social media and networking sites to be posted to your PBS.
• Exercise Task 5.1: Share a specified infographic on your PBS.
• Exercise Task 5.2: Generate a QR code for your PBS.
• Exercise Task 6.1: Research and list the common roles and tasks associated with position descriptions pertinent to digital communications management on your PBS.
• Exercise Task 7.2: Post to PBS evidence of your completion of the free Digital Analytics Fundamentals course.
• Exercise Task 7.3: Write a two-minute podcast script on the topic of 'Social Credibility'; produce an MP3 and embed it into your PBS.
• Exercise Task 8.1: Compare two email marketing products and post to your PBS.
• Exercise Task 8.2: Evaluate LinkedIn and post evaluation to your PBS.
• Exercise Task 8.3: Create an RSS feed and share your Exercise 7.3 podcast as a news feed.

Each of the tasks will be evaluated according to criteria derived from the learning outcomes:

• explain and evaluate digital communications platforms and strategies that are presently used by individuals and organisations,
• develop and reinforce essential skills for communicators in the digital age, including the creation and consumption of digital media via web, social and mobile technologies,
• critically examine key social, economic, ethical and regulatory issues associated with digital communications.

Up to a total of 45 marks will be awarded according to the following table.

Complete a detailed analysis of the ‘digital footprint’ of one of the entities listed below. Identify the digital communications strategy apparent by the entity’s online presence. Evaluate the effectiveness of the digital communications strategy employed. Make recommendations to improve the integration, efficiency and success of the entity’s current digital communications management strategy as evidenced by its online presence. Submit your analysis, evaluation and recommendations as a multimedia video presentation (8–10 minutes).

1. Select an entity from the list below (or you may choose an entity but it must be approved by the Unit Coordinator):
   - Indigenous Weather Knowledge Project (IWK) hosted by Bureau of Meteorology http://www.bom.gov.au/iwk/
   - Stingray Sisters http://www.stingraysisters.com/story/
   - Flow Hive https://www.honeyflow.com/
   - Orange Sky Laundry http://www.orangeskylaundry.com.au/
   - HoMie http://www.homiestreetstore.com.au/
   - Lock the Gate Alliance http://www.lockthegate.org.au/
2. Using online search techniques, detect the entity’s digital footprint (online presence);
3. Develop a set of questions based on your understanding of what makes an effective digital communications strategy;
4. Identify the digital communications strategy currently being employed, listing all digital platforms, services and tools being used;
5. Design a simple digital communications strategy evaluation template and use the template to assess the effectiveness of the digital communications strategy;
6. Make recommendations to improve the integration, efficiency and success of the entity’s current digital communications management strategy;
7. Present your findings as a multimedia video presentation;
8. Embed the video into your Professional Blog Site as an ‘in-feed native video’;
9. Provide a link to the presentation site on your DGTL12007 Moodle, Assessment 3 submission portal.

The assessment will be evaluated according to how successfully students have incorporated the advice from unit texts and resources in accordance with the pre-stated learning objectives.

A marking rubric will be provided via Moodle indicating levels of achievement for:

• Detail of the analysis of an organisation's ‘digital footprint’;
• Demonstrated ability to identify the digital communications strategy apparent by that entity’s online presence;
• Sophistication of the student's evaluation of the effectiveness of the digital communications strategy employed by that entity;
• Originality and practicality of student's recommendations to improve the integration, efficiency and success of the entity’s current digital communications management strategy;
• Achievement of, and overall communication qualities of the presentation requirement (audiovisual via professional blog).