DIGITAL & SOCIAL MEDIA COMMUNICATION
DIGITAL & SOCIAL MEDIA COMMUNICATION
LECTURES
Week 1
This week, Mr Asrizal introduced us to the role of social media and explained how different platforms operate based on distinct algorithms and user behaviours. Each social media platform caters to a specific target audience, which means that content creation must be carefully adapted to suit the platform, its users, and the way information is presented.
In addition, different generations tend to prefer different social media platforms. For instance, Gen Z is more actively engaged with platforms such as TikTok and Twitch, which influences the style, format, and tone of content created for this audience.
Week 4
This week, Mr Asrizal introduced us to the concept of user personas and explained their importance in understanding a brand’s target audience. We were tasked with developing three to four personas that accurately represent potential users of our brand. These personas are fictional but realistic profiles created to reflect different segments of the target audience, using invented names, demographic details, and visual references.
To build more meaningful personas, we were encouraged to apply empathy mapping. This method helps us analyse users’ behaviours, motivations, expectations, and emotional responses. Through this process, we examined different consumer types, their behaviour patterns, and specific needs, as well as the pain points they experience, such as pricing concerns, accessibility, or unmet expectations.
We also considered why customers choose to engage with the café in the first place and what factors might cause them to stop returning. Additionally, we analysed what users look for when purchasing desserts, including their preferences, priorities, and decision-making considerations. This exercise helped us gain deeper insights into user-centred thinking and design our brand strategies more effectively.
This week’s lesson was conducted online, during which Ms Asrizal introduced us to the fundamentals of content marketing and copywriting. We learned how effective written content can be used to communicate brand messages, engage audiences, and influence user perception across different platforms.
 |
| Figure 2.3 Content Marketing / Week 7 (04/11/2025) |
it illustrates how different types of content relate to specific topics. By applying appropriate marketing techniques to each topic, brands can increase awareness and positively influence consumer purchasing decisions.
TASK 1: BRAND INFORMATION
Requirements:
Look for a small or medium business (Take a look at the content; if they were very systematic, don't approach them.)
Tiny Business Followers: 0-500
Small Business Followers: 500-2000
Medium Business Followers: 2000-10000
*There are no limitations on which brand or business you should choose.
After looking for a brand, contact them, get to know these parts and create a PPT based on this:
- Brand Story: Provide an overview of the brand’s history, values, and unique identity.
- Products/Services List: Detail the core products or services the brand offers.
- Target Market: Identify the audience the brand serves, including demographics and psychographics.
- SWOT Analysis: Examine the brand’s Strengths, Weaknesses, Opportunities, and Threats.
- Vision and Mission: Outline the brand’s guiding principles and long-term objectives.
- Social Media/Marketing Channels: Identify the platforms the brand uses and evaluate its current marketing efforts.
 |
| Figure 3.1 Instagram / Week 2 (04/10/2025) |
 |
| Figure 3.2 Pin Ying Desserts Product Offerings / Week 2 (04/10/2025) |
 |
| Figure 3.3 Pin Ying Desserts Product Offerings / Week 2 (04/10/2025) |
During the discussion, the owners outlined the current product range of Pin Ying Desserts, which consists of 45 items organised into 13 dessert series, such as the Signature Series, Soy Pudding Series, Classic Malaysian Desserts, and the Matcha Series. They also highlighted the significance of social media platforms, including Instagram and Xiao Hong Shu, in supporting the brand’s early development. In particular, collaborations with food bloggers and word-of-mouth recommendations were identified as key drivers of audience reach and brand awareness. Following the meeting, responsibilities were allocated among group members to support an efficient workflow. Regular group discussions were conducted to exchange research findings, verify information, and maintain consistency throughout the project.
TASK 2: EMPATHY MAPPING & PERSONA
Requirements:The Personas Profile Deck was developed using Canva and included the following components:
- Four key proto-personas
- A detailed description of each proto-persona’s characteristics
- Clearly defined goals and pain points for each persona
Prior to conducting the empathy mapping process, our group reviewed key insights gathered from the meeting with the brand owners, along with observations from in-store visits and an analysis of the brand’s social media presence on platforms such as Instagram and Xiao Hong Shu. Through group discussions, we identified recurring customer behaviours, including motivations for visiting the store, emotional associations with desserts as comfort food, and patterns of online engagement with the brand. These observations ensured that the developed personas were grounded in realistic user behaviours rather than assumptions.
Based on our research and observations, we agreed to create four user personas. Each group member was assigned responsibility for developing one persona:
- Alexa Tan (Cai Yila),
- Allysa (Qian Guoyi),
- MeiLing Tan (Li Zexing),
- Amir Rahman (Begimbaeva Aidina).
TASK 3: CONTENT PLANNING
Content Calendar: Develop a content calendar that schedules and organizes planned content.
Content Strategy: Define the topics or themes that will guide the creation of social media content.
For Task 3, our group focused on transforming the insights from Task 1 (Brand Information Study) and Task 2 (Empathy Mapping & Personas) into a practical social media content plan. We began by revisiting our user personas to ensure that all proposed content would align with the lifestyles, emotions, and needs of Pin Ying Desserts’ target audience.
As a team, we developed a content strategy that revolved around five main themes: Signature Dessert Highlights, Lifestyle & Hangout Moments, Fun Facts / Dessert Culture, Engagement & Community Moments, and Brand Personality & Aesthetic. Responsibilities were distributed among members, covering areas such as content ideation, storyboard creation, visual design, copywriting, and video production.
Throughout the process, we conducted regular group reviews, offered constructive feedback, and refined our content ideas to ensure consistency with both the brand values and the personas. My primary contribution focused on content planning and execution, specifically developing video concepts and captions that emphasized emotional storytelling and the comforting qualities of the desserts.
 |
| Figure 5.3 Shooting / Week 7 (07/11/2025) |
Aidai and I focused on filming POV and other entertaining videos, complementing the footage that the other group members had already captured from the staff’s perspective. The filming process was enjoyable and engaging, and I brought my own tripod to make shooting more convenient and stable. This hands-on experience allowed us to experiment with different angles and styles, while ensuring that the videos remained consistent with the brand’s social media aesthetic.
 |
| Figure 5.4 Carousel/ Week 6 (02/11/2025) |
The next step involved editing the two Reels that I had filmed. This process included trimming clips, adjusting the pacing, and enhancing visual elements to ensure a smooth and engaging flow. I also added captions and visual effects to align the content with the brand’s social media style and to make the Reels more appealing and accessible to the target audience. This stage allowed me to apply technical skills in video editing while maintaining a focus on storytelling and audience engagement.
 |
| Figure 5.5 Editing Reels 1/ Week 8 (17/11/2025) |
 |
| Figure 5.6 Editing Reels 1/ Week 8 (17/11/2025) |
FINAL PITCH DESK
FEEDBACK
Week 4
Specific Feedback: The lecturer provided initial feedback on our early project drafts. One key point was that the poster size needed to be adjusted to fit Instagram’s format. Aside from this, the work was considered satisfactory and on track.
Week 8
Specific Feedback: Feedback was given on some of the video content. The lecturer suggested minor adjustments to certain clips to improve clarity, engagement, and overall presentation for social media platforms. Other aspects of the work were praised as being well-executed.
Week 9
Specific Feedback: During Week 9, the lecturer highlighted that the workflow and division of tasks within the group were effective. Suggestions were made to ensure all Reels and content aligned consistently with the brand’s visual style. The overall progress and collaboration were praised.
Week 12
Specific Feedback: During the Week 12 presentation, the lecturer commented that the overall project was well-executed. No major issues were highlighted, indicating that the revisions and improvements made following previous feedback were successful.
REFLECTIONS
Experience
Working on this project allowed me to gain hands-on experience in planning and executing a social media content strategy for a real local brand. From initial brand research and empathy mapping to content creation and video production, I developed both creative and technical skills. Collaborating with my group members enhanced my understanding of teamwork, task allocation, and project management, particularly when coordinating filming schedules and ensuring that all content aligned with the brand’s aesthetic and target audience. I also improved my proficiency in tools such as Canva and Adobe Premiere Pro, which were essential for designing slides, posts, and Reels.
Observations
Throughout the project, I noticed several key patterns in both user behaviour and team dynamics. Observing the brand’s social media presence highlighted the importance of visually appealing content and consistent messaging for engagement. During empathy mapping and persona development, recurring themes emerged, such as the emotional appeal of comfort food and the significance of cultural relevance in dessert choices. On the team side, I observed that dividing responsibilities according to individual strengths—such as filming, editing, copywriting, and visual design—improved efficiency and overall output quality.
Findings
From this project, I concluded that effective social media content requires a balance between creativity and audience insight. Understanding user personas and their goals and pain points ensured that all content was relevant, engaging, and aligned with the brand’s values. The project also reinforced the value of planning and organisation, from scheduling shoots to editing Reels, to maintain quality and consistency. Overall, this experience demonstrated that a user-centred approach, combined with collaborative teamwork and technical proficiency, is essential for producing impactful digital content.
.gif)
Comments
Post a Comment