SOCIAL MEDIA
Unit 2: Ethical Research and Platform-Specific Content
Unit purpose
Use public evidence responsibly and adapt original, accessible messages to the context of each platform.
Ethical Competitor and Audience Research
Topic: Public-source research
Subtopic: Observation, benchmarking, attribution, consent and privacy
Ethical competitor research studies publicly available content to understand patterns and opportunities. It does not involve impersonation, intrusion, copying, harassment or collection of private data.
Definitions and meanings
| Term | Meaning | My example |
|---|---|---|
| Benchmark | A reference point used to compare performance or practice. | |
| Content audit | A systematic review of published content, format, purpose and response. | |
| Attribution | Clearly acknowledging the creator or source of an idea, quotation or work. | |
| Privacy | A person's right and reasonable expectation to control access to personal information. |
Learning outcomes
- Distinguish research from copying or intrusion.
- Record public observations using a repeatable method.
- Identify an underserved content opportunity.
Illustration task
Use four columns: public evidence, observed pattern, ethical interpretation and original opportunity.
Applied activity
Review five public posts from two relevant accounts. Record format, topic, audience response and accessibility, then propose one original improvement with attribution where needed.
Assessment evidence and criteria
An ethical research table and a short opportunity statement.
- ☐ Only public evidence is used
- ☐ Private data is excluded
- ☐ Sources are identified
- ☐ Recommendation is original rather than copied
Customize Content for Each Platform
Topic: Content adaptation
Subtopic: Message consistency, format, context, accessibility and calls to action
Content adaptation preserves one core idea while changing length, format, pacing and interaction for the context of each platform. Customization is not random duplication.
Definitions and meanings
| Term | Meaning | My example |
|---|---|---|
| Core message | The central idea that should remain recognizable across versions. | |
| Call to action | A clear invitation that tells the audience what useful step to take next. | |
| Alt text | A concise description that communicates an image's relevant meaning to people using assistive technology. | |
| Repurposing | Transforming existing material into a new format for a distinct context or audience need. |
Learning outcomes
- Adapt one message into three platform-ready versions.
- Use a suitable call to action.
- Apply captions, contrast and alt-text principles.
Illustration task
Place one core message at the centre of a wheel; branch to short video, image carousel and text post with format-specific changes.
Applied activity
Create three treatments of the same idea: a short-video storyboard, a five-panel carousel and a concise text post. Add captions or alt text and a relevant call to action.
Assessment evidence and criteria
A three-format content adaptation set with an accessibility checklist.
- ☐ Core message remains consistent
- ☐ Format suits the selected platform
- ☐ Call to action is proportionate
- ☐ Accessibility features are present
Unit knowledge check
1. Which practice is ethical research?
☐ Collecting private account data
☐ Copying a competitor's design
☐ Recording patterns from public posts and attributing sources
2. What should remain consistent when content is adapted?
☐ Every word and dimension
☐ The core message
☐ The same call to action in every context
3. What does alt text provide?
☐ A relevant description of an image
☐ A popularity score
☐ An automatic copyright licence
Reflection
What did I understand? What evidence did I create? What will I improve before publishing or automating?
