Social Media Practice

Key Concepts of Social Media

1- Consistently produce on-brand content that appeals to target audience.

As a businesses, it is key to consistently create content that appeals to their consumers in order to keep their interest and to reel in new customers. It must be fresh, informative to their audience and appealing. This is in order to keep the brand and business afloat financially. One business in particular that does this well is BooHoo. As a clothing company, BooHoo advertise their clothes on social media depending on current trends (e.g. the recent “tennis skirt” surge) and the season (e.g. Christmas time). They also collab with relevant celebs in order to increase their popularity and share images of them wearing their clothes (e.g. Noah Cyrus)

2. Design, Manage, implement, asses the success of Social Media strategies.

Pixar, a successful animation company in itself, follows suit with a successful social media presence. Their Instagram consists of 8.5 million followers. Their feed consists of a mixture of still from movies of your favorite characters, fan art that Pixar have a chance of reposting if their account is tagged, and hashtags of relevance to the times (e.g. Carl and Ellie from Up, captioned with #WorldBookDay.) Their Twitter has an even higher following of 11.9 million, in which the same content is shared to. This is effective use of social media as it is relevant to the target audience of Pixar lovers, while staying on trend with life outside of the animated world.

3. Foster links between brand and community they’re trying to create.

TikTok has created an amazing sense of community across the globe. This is down mostly to trending sounds, in which all users can comment on and create videos with their own interpretation. Hulu, a video streaming service, does not provide this same feeling as 15 second sounds do not “trend”, nor can people comment or make their own. If a TikTok sound is referenced in person, it is assured that multiple people will understand the context.

4. Link Brand to aspirational opinion leaders.

Molly Mae is the brand ambassador of Beauty Works, who is the perfect type of person for this brand. This is because Molly Mae is a beauty blogger with her own line of beauty products, such as a curling wand and an instant tan lotion. Her good looks and own interest in this line of work make her appealing to to their target audience.

Social Media Practice

Citizen Journalism – Impact of Lockdown on Average Person’s Mental Health

The year of 2020 will be one to remember – but not in the roaring 20’s way one might have hoped. The Covid-19 pandemic effecting everyone worldwide was one that raised concerns – not only for physical health, but mental health, too.

The negative effect of lockdown – the period in which one had to isolate with the virus, or act as though they were contagious was most commonly identified as the lack of social interaction. In a survey ran by Hays across 1,700 people across Ireland, 31% of people felt this, followed by isolation/loneliness (12%) and boredom (10%).

As well as these factors, the implications of job loss was a major blow to people’s stability. Studies have found that people who are out of a job have lower levels of happiness than the general population as opposed to those employed. In 2020, when lockdown was at it’s peak, almost half the adult population (47 per cent) have had their employment circumstances changed due to the pandemic, according to a report from the CSO.

After spending so long indoors, many people suffered from “re-entry syndrome” when attempting to return to normal life. This is an anxiety surrounding adjusting back to socializing, that one 2020 study found was similar feelings to Post Traumatic Stress Disorder. This was a case of people becoming to used to being away from people, that it made them terrified to leave the house.

As seen above, mental health during the lockdowns was nothing to avoid conversation about – the negative impacts were very real. However, it is now 2 years on from the beginning of the pandemic, and things are slowly but surely returning to how they were before. While this is relieving for some, it has proven equally as scary for others.

Social Media Practice

Mi Wadi Media Campaign

Strength one: A strength of my social media campaign is how the brand is well-known to an Irish household. As MiWadi has already established themselves over the years outside of social media, the name and brand itself is not something that needs to be put out there through social media presence alone. The household favorite aspect is an advantage.

Strength two: Giveaway’s and competitions are a major aspect in growing social media platforms, and my idea of using prizes targeted towards Gen Z means that it will gain traction to an audience that is social media driven. These include trendy items, such as vouchers and concert tickets

Strength three: The aesthetic appeal of the Instagram feed I want to achieve makes it easy on the eye for audiences to scroll through. This means people will be more likely to stay on the page longer and are more likely to interact with likes, comments, shares and follows.

Weakness one: As MiWadi has always been aimed towards families and not Gen Z, it runs the risk that the new target audience consumption will flop. Although unlikely, the chance that it would simply not appeal is always there.

Weakness two: The main competitor, RIbena, is a brand that is also major in the U.K., and MiWadi is only big in Ireland. This is an automatic disadvantage in perspective of worldwide traction.

Weakness three: With MiWadi having zero TikTok or Twitter presence, starting totally from scratch in a world where everyone is already connected may prove difficult. It will be a challenge to gain followers.

Introduction: MiWadi is an Irish squash brand, which since it’s introduction in 1927 has became a household name.
It’s variants range from the more common flavours of orange, blackcurrant and apple, to more exotic flavours of lemon, lime and tropical. In 2018, MiWadi reached a record market share of 62 percent. About 16.5 million litres of MiWadi are consumed each year across Ireland.

As a company with major success across the country, the need for a sufficient social media presence seems obvious, due to MiWadi being so well known.
Although a familiar brand that comes with nostalgia, the brands social media presence is relatively weak. Their instagram following is 2.7k, ranging from 5-15 likes per post. Their twitter presence is seemingly non – existent, with a “restricted account” warning when one tries to access it. They have no TikTok presence. The cordial company has a huge potential for Irish TikTok, as most people grew up with the brand around the house or served at parties. TikTok is aimed at young people, who would understand the brand and be familiar with it. A similar style to RyanAir’s TikTok, which includes humorous skits surrounding the brand, is possible.

If MiWadi were to up their game regarding their social media presence, the company’s name would reach worldwide. Although a classic “Irish” brand, those who live abroad would become aware and form interest in the hype surrounding the product if they were unfamiliar before. Another selling point would be the comfort for those who have perhaps moved away from the country, and would find joy in what they remember from their Irish childhood.

Brand Voice and Values:


At present, the brand is taking an upbeat, family friendly approach across Instagram. Their recent posts show this, and contains content as follows:

A stock photo of young family with children watching a movie together, with the MiWadi logo in the corner. However, no MiWadi in the picture is being drank, which I found odd regarding advertisement.

Bottles of MiWadi with St. Patrick’s day clipart attached to the picture (leprechaun hats, shamrocks)

A giveaway with prizes including pencils, a pencil case and a notebook, all with MiWadi logo. This would be aimed very much towards young school children, in which parents would likely enter on their behalf. The competition has 275 entrants (apply by tagging a friend in the comments), but considering the level of MiWadi consumption this number has the potential to be much higher.


The brand values are reflected by the brand voice: they want to be seen as a positive, family friendly company, which they achieved over the years of business they’ve been in. They want consumers to feel like they can rely on this brand, and the family unit approach is to give the feeling of being relatable – MiWadi is a convenience drink, and steers children away from sweet drink alternatives such as Coca-Cola, 7up and Fanta (all of which are very high in sugar). While this approach is fine, judging from their lack of social media interaction, it is becoming dated when it comes to digital platforms. This makes sense, as social media is driven by Gen Z, who is not the company’s current target audience. Those who are over the age of approx. 40 years old commonly lack social media knowledge and skills, and are less likely to interact on business posts as opposed to a tech savvy member of Gen Z.

However, I feel that Gen Z could be MiWadi’s new best friend if their social media was catered more towards them, such as how their competitor Ribena has done.

The brand goes by the catchphrase: “It’s not your wadi, it’s Mi Wadi”. So, who’s Wadi is it?

Competitor Analysis

Ribena is MiWadi’s main competitor as a fellow cordial brand.
Insta – 12.2k followers. Ribena have a colour scheme on their feed of the brands signature colour purple, representing blackcurrant. The also use the tool of minimalism in their pictures. (E.G. An aesthetically pleasing bottle and cup of Ribena, against a white table, surrounded by white and purple petals.) (Alternatives to using Ribena as a classic watered down drink – shows Ribena added to a colourful breakfast smoothie, or mixed in with the trendy acai bowel that fitness gurus are often seen consuming). This is eye catching and pleasant to scroll through. It comes across as more organised in comparison to MiWadi, who’s feed is full of stock images and clip art. Important to note that Ribena’s chosen feed also appeals to EVERYONE, being inclusive of a younger generation, not just aimed at families with young children to give the sense of play, like MiWadi have chosen to do.
Twitter – 18.4k followers. Once again have taken the approach that Ribena is for everyone to enjoy, not just children. Their bio includes #FridayNightIn and encourages people to drink sparkling Ribena, insinuating this as an alcoholic alternative. I think this approach is incredibly smart, as it is not an approach you would expect, yet remains appropriate to promote. Their Twitter feed is almost identical to their Instagram, containing the same pictures and captions. Their Instagram engagement is higher than their Twitter, and I believe this is because constant posting of photos is more appropriate for Instagram. (200-300 likes per Insta post, approx. 10 per tweet.)

TikTok – No account, but engagement from fans of product in videos (Taste tests, drink combos etc.) Although this isn’t much, it’s still getting the conversation going.

As Ribena is a brand that stretches over to the UK – whereas MiWadi is only sold in Ireland – I am aware that this direct competition is a hard one to rival in theory. However, as MiWadi is a cheaper alternative, has more varieties of flavour and is more familiar to an Irish household, these factors have an advantage from a local perspective and would contribute to a social media page. If MiWadi ran their social media accordingly, Ribena would have a serious competition.

SM Platform selection

As stated previously, MiWadi’s social media presence is weak across multiple platforms.
I would be interested in tackling their Instagram initially, as they already have some sort of following and presence. I want to change their style of posts from disorganised, messy clip art and stock photos to colour co-ordinated, thought through and aesthetically pleasing hand taken images. Suggesting alternatives to MiWadi, showing that it’s more than it just being a drink the typical Irish family would store in the press, could be a great selling point – right now there is nothing unique about their page. Suggestions include:

Promoting the drink as “the designated driver” – alcoholic alternative

In contrast, showing the drink as “the hangover cure”.

People on fitness journeys adding a drop of sugarfree MiWadi to their litre of water in the gym, such as the motivational water bottle.

Next, once this is underway, I want to tackle their twitter. This can be used similarly, if not almost the same as their instagram. A humorous approach would be interesting to take (e.g. making jokes towards Ribena ribena professionally) in order to encourage retweets and engagement from consumers.
TikTok would be a platform I would like to take on because it is full of the new target audience I want to achieve of young people. I would show different clips of people enjoying MiWadi and sharing it with their friends. As this is aimed at young people, I would love to get Irish TikTokers such as Miriam Mullins or Lauren Whelan to promote the product to their followers.

User types

Social butterfly/influencer – increase popularity of product by promotion across multiple platforms (insta, twitter, facebook), give “cooler” and “trendier” image of product, contrasting from PG family vibe, promote accordingly to new up and coming audience of younger people.

Family guy – mi wadi a family drink, and will always be a family drink at heart – it has driven their success over the years. Although I would like to see the brand aimed at a younger audience such as Gen Z who would feed off the nostalgic element, I don’t believe it is necessary for the family image to be dropped entirely. There is family based advertisement as a convenience drink – inexpensive and sold at local stores for busy parents who don’t have time to look around and go with what they’re familiar with.

Listener – older generations who are familiar with the brand but wouldn’t interact as much with SM, would recognize the brand from shops or even have bought product themselves, busy families would be more interested in “getting stuff done” regarding purchasing, instead of liking commenting etc.

7 Day Content Calendar

Scheduling tool of choice – Woorise for Instagram

Giveaways & Contests

A major element to this website is that it helps form giveaways, contests and competitions. This tool gathers entries and encourages those interacting to engage with you.

Easy to use. The Website is straight forward and prompts you what to click next, with a clear layout on the screen.

This website will help Miwadi post more frequently and will give them more of a straightforward outlook, instead of posting random things all over the place.

Grow your social media followers – Professionalism will increase followers and people will be more drawn to the brand.

It’s free to sign up to – it’s not costly unlike many other similar websites.

Short term and long term objectives – 28 day plan

My short term goals regarding the content calendar would be:

To increase my follower count by approx. 500 per week, or even depending on what competition prize is being used at the time. During the concert ticket release, I would aim for at least 500, but during a regular week I would hope to increase my following by 150 through engagement alone.

To increase MiWadi’s all round engagement, particularly focusing on their likes and comments. On a regular post to start, I would like to get up to 30 comments per post and 250 likes. This is particularly lacking at present, so I believe this would make a huge impact to the company by actually having interaction and opinions from their consumers.

To appear organised and well put together online through putting out an image that MiWadi isn’t just for families with young kids, its for everyone.

My long term goals regarding the content calendar would be:

Once the deep dive is taken into one expensive competition prize being used to attract entries, this reflects well on MiWadi and makes them a company that people want to be seen and be involved with. In turn, this would attract fellow companies to the brand who would sponsor MiWadi by giving them a freebie or discounted item to give away. In turn, the other company would benefit by MiWadi getting their name out there and promoting them. It’s a win win situation.

After 4 weeks, I would love to see 5000 – 6000 new followers by using this method of attracting customers through quality posting and decent prizes.

Show the competition who’s boss. Miwadi has been in the shadow of Ribena regarding their social media for too long – it’s time for MiWadi to match them and gain the same amount of traction they have, or even more.

28 day content plan

The 28 day content plan would consist of the 7 day one being done out weekly. For this plan to work, consistency is key. MiWadi must stick to whatever they plan out to do per week in order for everything to run smoothly. A giveaway per week would be amazing, even if the prizes are varied (one week a more costly prize such as a 50 euro One4All voucher being given away, the next week a hoodie with the MiWadi logo on it.) The overall goal is to increase engagement by getting MiWadi’s name out there!

Customer engagement plan

 Competitions with prizes aimed at Gen Z (concert tickets, vouchers etc.) where people have to follow, share and tag a friend would be ideal. At current, the bare minimum of tagging a friend isn’t getting the company enough media attention. Sharing the post on your story, however, shares the profile and gains much more media attention as everyone who views your story would see it. Even better if they’re interested in the prizes, and want to learn more.

As well as this, MiWadi could keep to giving away prizes with their own logo on it. My feeling is that people would be interested in items more worthwhile trying to win than a notebook and a pen. Items such as hoodies, t-shirts and totebags tend to go down well when up for grab’s in online compeititions, so these including the MiWadi logo are a good idea.

Analytics and analysis

Followerwonk is a platform that allows it’s users to find out info about their following, such as their age range, gender, location and what time they are most active online. For analytics, this would be my preference to use, but it is particularly catered towards twitter.

Brand awareness: Brand awareness is crucial for MiWadi in order to let them know of the attention theyrre attracting across their SM platforms. With brand awareness, MiWadi will be concious of their audience growth (how much theyre gaining or losing), how many people have consumed their content since uploaded, and how many of their followers is their content reaching for interaction.

Engagement metrics: This is to measure how many people are feeling good about MiWadi’s content and how this is reflected in their responses (likes, retweets etc). Posts are amplified by other accounts sharing the content. It is also important to consider the ratio as who is sharing the posts compared to how many saw the post in turn.

Conversion metrics: This is often the trickiest part to get people to agree to as a genuine interest in the brand is needed. People often feel they don’t have time to sign up for things e.g. newsletters. Bounce rate is also important. This refers to how many people click onto your page and click back out again quickly. Due to MiWadi’s current situation, they would have a high bounce rate, but hopefully this will all change.


News and Editorial

What is news?

News is defined by information that was not previously known to the person, or audience, that is being told of it. News is commonly spread through multimedia platforms, such as radio, television and print articles. News is a crucial form of communication that keeps the public in the loop of the current affairs, issues, and people everywhere.

What is Editorial?

Editorial is defined by a newspaper or magazine that contains opinions, either by the editor or the writer. Editorial media content usually consists of columns, rhetoric appeal to the reader in their content and reviews. The reader will trust the writer more if they clearly state their work being editorial (e.g. “opinion” being included in the headline).

In the past, the way news would reach the general public would be through a newspaper being stocked in stores. Up until the early 2000’s, this was a readers only option. The process of waiting for a physical news paper to be stocked in stores is tedious – and more expensive for a company. Physical newspapers would have to go through a manufacturing process, such as printing, publishing and delivery. It didn’t matter what time of the day a news story occurred, because regardless it would not appear in the media until the next day.

Digital journalism has seen a massive increase on laptops, PC’s and smartphones. Apps dedicated to fast access news – e.g. RTE News – mean that the latest story is only a click away, and many stories are reported moments after occurrence. They are often accompanied with photo and video footage that a journalist – citizen or professional – has snapped on their phone.

The impact of fast journalism means that people can access content in the media, such as news and editorial pieces, much faster in comparison to waiting on a newspaper to be published. For a reader, this is beneficial as it means they are more in the loop of what is occurring in the world as it’s happening. However, for a journalist, this is a major increase in competition to get your story out there before anyone else. Professional journalist’s knowledge is now often construed due to citizen journalism flooding social media and blogs. This can be in the form of people taking pictures on their phones, or even writing short pieces on events.

Reader and journalist alike, it is important to be able to distinguish between a news piece and an editorial piece.

The first difference between the pair is how each one is presented to the reader differently.

On most news sites, news is presented as the “priority” to a reader. It is regarded as the most important piece of information, so it will come up first when you click onto the website. This will be either as a headline, or a sub headline around the page. This is often surrounding current affairs, or any major world events happening at present that are fully factual and are for informative purposes mainly.

However, an editorial is one you have to look for, particularly in more distinguished news outlets such as The Daily Mail. It will usually either appear in a box on it’s own, in small writing in the corner of the screen – or page if using traditional print media, or have it’s own separate section all together. In The Daily Mail, editorial’s are titled under “columnists”. As these include a lot of opinion and feelings of the writer, they are not front and center on news websites due to people wanting the “important” content first.

Another major difference is the use of “I” in editorials – “I think”, “I feel” and “I believe” are normally included. This is due to the writer having their own bias thoughts on what they are speaking on. In a news piece, this differs. The journalist should keep themselves out of a news piece as much as possible, and avoid including themselves in their work to keep it unbiased. This is so a reader can feel they are reading a true story and not believe swayed to back up one side or another.


Magazine and Features Production

RTE News2day begins with fun, upbeat music as the introduction rolls, making it evident from the start that this particular show is aimed at a younger audience (children). The screen and title are full of bright colors. The presenter is dressed in casual clothing (dungarees), and greets the camera with a grin – unusual for a news show – which sets the happy tone. They begin to speak in an informal language, with the headline being about a dolphin finding a new home. However, they are careful to not poke fun at the topics being discussed. This tactic is clever, as the setting reels children into paying attention to what is being said. They also use sensitive and comprehendible language when speaking on more serious topics, e.g. speaking on counterfeit toys, while explaining what counterfeit means, in a simplistic way that kids can understand. Another example is how the presenters went around Charlie Birds walk for Motor Neurons disease and suicide. This was spoken about gently, and involved asking children to send paintings they’ve made in order to raise money. Once again, this is a direct engagement to the target audience. BBC Newsround has a similar color scheme to News2day – bright colors, bold fonts, very user friendly. Print style instead of video. However, there is a more formal tone from the first look – headline is regarding Russian war crimes in Ukraine, in direct comparison to a dolphin being rehomed. RTE News2Day is easy to follow and pay attention to due to the simplicity of the videos and the themes of the video are soft, honing in on the fact it is aimed at children. The description at the side of their videos reads: “Domestic and international news items of interest to younger viewers.” This line is simple and straight forward to the point, again easy for users to understand. When navigating through the website, it is also very user friendly to the age group it’s aimed at, which is young children. It can be found alongside other kid-aimed shows, such as cartoons like Peppa Pig and Odo. The RTE player itself is dark colour themed, contrasting to the show itself.

The BBC Newsround website is user accessible with clip art on every option at the top of each option (Picture of TV on shows, picture of controller on games). It shows the main headline in a large font with a picture of relevance beside it. A similar layout to News2day, the website is easy to navigate around and is user friendly in regards to locating content. However, the age group it is intended for is young teenagers as opposed to young children. It has content of stories that stretch worldwide, e.g. the ship in Antarctica and the NASA astronaut. Articles are also clickbait worthy, of which does appeal to teenagers. For example, the title of “What do you think is the best smell in the world?” implies that there is some sort of scientific logic behind the answer, in which they would provide. However, the content is merely a poll that people were asked about. In my opinion, and from a teenager themselves, BBC Newsround caters well to their target audience because of these factors.

In RTE News2Day, the tone of the piece is applied through people actually speaking to the camera. You can also see the faces and body language of the presenters, giving an upbeat energy to the gentle topics they speak on. They stay professional and keep composure while giving a relaxed vibe. The effect of smiling through the episode is also effective, in the sense that it immediately gives the energy that the show will not be a heavy watch. This appeals to the target audience directly, as children are easily frightened and intimidated in situations that are “too” serious. For example, when speaking on Charlie Birds walk, mentions of suicide can easily set off alarm bells in a child’s head. But, following it up with the soothing image of sending in paintings to help this cause, encourages engagement and also gives the children a sense of purpose. BBC Newsround is produced through digital print media, meaning that there is no body language or speaking tone when consuming their content. It is relied on to get their message across through their wording of their articles, headlines and images included. However, to me this is executed correctly. While News2day tends to attempt to make the news headlines “fun”, BBC Newsround doesn’t seem like they’re trying to make it that way. The variation of topics from serious to casual (Russia/Ukraine war to game bafta nominations to polls about smells) are just told how they are. There is no attempt to twist the stories with distractions to appeal to the audience. This is something a teenager would appreciate, as although the website is visually appealing (bright colors, stock photos of celebrities, snappy headlines) the stories are still being said how they are. Teenager’s brains are developed enough to understand this, whereas children’s brains are not. Unlike broadcast, there is no presenter in print to cover up the stories with a smile and a change of tone. I feel that although both websites cater well to their target audience, BBC Newsround gives a better spin on the news for the reasons listed above.

Social Media Practice

Content Management Tools

Woorise – Instagram

Giveaways & Contests

Helps form giveaways, contests and competitions. This tool gathers entries and encourages those interacting to engage with you.

Landing Pages

Make aesthetically pleasing landing pages without a professional developer, which is costly.


Build strong online forms that you can use to collect data, sign ups, subscribers, do calculations and sort out your workflows.


Make surveys that give you a true insight to your customers thoughts and opinions. Gain insights and make informed business decisions with this information.


Make quizzes that entertain your audience and increase engagement.

Orders & Payments

Safely gather payments & subscriptions, use checkouts and baskets, sell products or accept online donations.

Grow your social media followers

Through all of the following tools, professionalism will increase followers.

Social Media Practice

social media user types

Social butterfly/influencer – increase popularity of product by promotion across multiple platforms (insta, twitter, facebook), give “cooler” and “trendier” image of product, contrasting from PG family vibe, promote accordingly to new up and coming audience of younger people.

Family guy – mi wadi a family drink, and will always be a family drink at heart – it has driven their success over the years. Although I would like to see the brand aimed at a younger audience such as Gen Z who would feed off the nostalgic element, I don’t believe it is necessary for the family image to be dropped entirely. There is family based advertisement as a convenience drink – inexpensive and sold at local stores for busy parents who don’t have time to look around and go with what they’re familiar with.

Listener – older generations who are familiar with the brand but wouldn’t interact as much with SM, would recognise the brand from shops or even have bought product themselves, busy families would be more interested in “getting stuff done” regarding purchasing, instead of liking commenting etc.

Social Media Practice

Brand Awareness and Customer Engagement: Gaming

Pewdiepie – Swedish 32 year old gaming influencer who rose to fame on YT

77M+ YT subs

20.2M+ insta followers

16.5M+ Twitter followers

A popular YT streamer, his channel has grown into the most-viewed channel on all of YouTube, and has gained 19 billion views at time of writing. His fans see him as a valued partner in their own gaming adventures. As a result, his fame has helped to drive the success of numerous indie games, (e.g. Happy Wheels), with the sales of various games having surged as soon as he plays them.

Being proclaimed as the most famous social media influencer of all time, it’s no shock that many brands have teamed up with PewDiePie for their influencer marketing campaigns. At time of writing, he has worked with the likes of Razer and Origin PC, helping to increase awareness of their brand with gamers across the world.

Social Media Practice

M2 Platforms


Upload short 15-30 second videos surrounding Mi Wadi products – skits, alternate uses other than squash, scenarios of a mi wadi. Encourage Irish TikTok (Miriam Mullins, Lauren Whelan, Ryan Mar) to promote the brand by including it in their videos (sponsored ad).


Revamp their current platform as current content is basic and lacking interest. Average likes currently 5-15 so increase of follower engagement essential.

Social Media Practice

Business, Brand, Creator

Irish Tiktokers:

Miriam Mullins


Shauna Davitt

Irish Influencers:

Charlene Murphy and Ellie Kelly (Hold My Drink podcast – relatively new)

Irish Brands:

Radio Stations FM104, Spin1038

Gym + Coffee



Mi Wadi