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Week Two In the second week of the semester, tutorials covered stereotypes, context and its importance, personal communication lenses and the expectations of the unit. Week Three Week three tutorials saw students discuss the media landscape of their future profession, in my case journalism. The exercise was thought-provoking and allowed students to see from an angle not previously thought of before. Once we discussed in our groups, Shara directed the conversation to a whole class discussion. It was here we learnt how all aspects of communications and media fits in and works together. Week Six Week six taught us the importance of networking and creating meaningful connections. We watched a video that presented useful techniques on how to create a successful and informational elevator pitch. During this tutorial we also discussed how to get the most out of internships and the opportunities that could eventuate from the experience. Week Ten As the semesters end quickly approached, it was the journalism students turn to pitch their profession. My partner Matilda and I were the last group to present. This tutorial was eye opening. It highlighted how many opportunities there are as a journalist today, despite the fast-changing landscape of the profession. I particularly enjoyed hearing about what drove my peers towards journalism and their future career aspirations. Week Eleven In the last tutorial I attended for the semester the marketing communication students pitched their professions to the class. I found their presentations to be informative and engaging. Once the presentations were completed Shara discussed the art of reflection. This was an interesting component of the unit. I had never considered reflection to be an improtant and/or useful professional characteristic. Overall, I thoroughly enjoyed this unit. The tutorials encouraged me to think about my future career and provided me with valuable skills to succeed in a professional environment. The unit allowed me to work individually and as part of a team. Most importantly, Professional Orientation has reinforced my strengths and weaknesses through extensive assignment feedback which will be referenced throughout my studies.

Unfortunately, the second assignment of the semester delivered a disappointing grade. The assessment required another student and I to pitch our profession to our peers. Initially the assessment posed an unexpected challenge. My partner Matilda and I did not share the same major, unlike all the other groups in the tutorial. Two different professions to pitch within the short span of 10 minutes obligated content to be concise. Sadly, our presentation ran over time, clocking in at 11 minutes 30 seconds. Reflecting on the rubric and the feedback given, there were numerous areas which required improvement. Firstly, our presentation was not introduced, nor were our identities. This was a clear oversight caused by a lack of attention to detail. Secondly, our PowerPoint slides either lacked referencing or had the incorrect referencing. Misconstrued prior knowledge and carelessness to this component of the presentation resulted in a substantial loss of marks. Thirdly, I was too dependent on my notes which were penned on an A4 piece of paper despite clear instructions to use palm cards. This could have been avoided by paying further attention to detail. Overall, my execution of this assessment was poor and there are numerous areas that need improvement. The feedback received will be referenced in future to ensure my work is the best quality it can be and is a clear reflection of my knowledge and skill.

I have had a colourful twenty-three years, gaining a number of incredible life experiences. In 2009, my family and I moved to Jakarta, Indonesia for my father’s posting as the Second Secretary to the Ambassador. In 2015, I graduated high school and worked four jobs: a medical receptionist for neurosurgeon, Dr Gauatm Khurana, a waitress at QT Hotel and The Cupping Room and as a Nanny for a single mother at DFAT. In 2016 I began studying a Bachelor of Education at Federation University in Ballarat before deferring and joining the Australian Army. After injuring myself, resulting in a medical discharge, I enrolled in a Bachelor of Communications and Media at the University of Newcastle. At the beginning of 2020, I relocated back to Canberra where I transferred my studies to the University of Canberra. Living overseas and traveling from a young age sparked an interest in travel and culture. I spent nine weeks travelling Sri Lanka, seven weeks travelling Vietnam, Cambodia and Laos and spent three weeks in Hawaii, USA. Furthermore, I spent a week cruising the Kalimantan rivers, hiking through the rainforests and meeting the local Orangutans. Mentioned are only a handful of places I have visited and my desire for more travel and experience runs hot. The desire to travel and learn fuels my professional aspirations as a communications officer with the Department of Foreign Affairs and Trade or as a Foreign Correspondent or Travel Journalist.

The Bolt Bar is a small business in the heart of Aranda, ACT that supplies local wine, tap beer, food and urban farm goods. Owner Chris Dennis opened The Bolt Bar in September 2015 after relocating his popular coffee shop and roastery from Canberra’s CBD to the old Aranda Shops. The Bolt Bar employs a small team including two full time chefs and eight casual floor staff members. The Bolt Bar prides itself in supplying customers with great meals made with local fresh produce and upholding positive sustainability philosophies. Since operating for five years, The Bolt Bar has endured a number of uncontrollable variables from weather to crime to COVID-19 restrictions. However, The Bolt Bar has overcome all adversities and has continued to make profit and increase profits weekly. The introduction of local fresh produce and alcohol alongside the intention to maintain a sustainable business has fostered The Bolt Bars business plans to expand further. The Bolt Bar has now planned to maintain their close relationship with Aranda Urban Farm and assist them in expanding their farming area to a large plot in Murrumbateman. The utilisation of Aranda Urban Farm Goods, local beer and wine and rural Australian produce, the use of biodegradable napkins, biodegradable takeaway containers and energy efficient lightbulbs all contribute to the United Nations sustainability initiative and Australia’s sustainable development goals. The Bolt Bar’s approach on sustainability is in the broadest possible definition. Our mission is to not only save the planet but care for its people – suppliers, customers and staff – and support the communities that support us. People are one of the most important aspects in the Bolt Bar’s marketing. Without people, products would not exist, likewise there would be nobody responsible for selling and delivering said products. Due to inseparability and variability factors within the hospitality industry, management identifies their staff as the key to customer satisfaction and overall success. For full marketing plan see below.

It is as well conceived conception that Leonardo DiCaprio is one of the most famous actors of the 21st century. DiCaprio started acting at the age of 14 and starred in his breakthrough feature film, This Boy’s Life, at the age of 19. Since his teen years DiCaprio has featured in over 35 different films, many earning him prodigious film award nominations. Through research into DiCaprio’s film career, it was recognised that movie ratings vary depending on the website, critic and most notably between critic and audience. Taking data from audience ratings from a variety of sources including IMDB, Metacritic and Rotten Tomatoes, it concreates the statement that movie rating vary depending on the source. It was previously stated that Leonardo DiCaprio is one of the most popular actors in the 21st century. According to IMDB the average audience movie rating is 7/10 or 70/100. By averaging all three audience reviews it is evident that DiCaprio is regarded as an outstanding actor in addition to being one of the biggest names in Hollywood. Film data specialist Stephen Follows identified in an article, ‘Do film critics and film audiences agree’ that critics and audiences do not always agree. He cross referenced data from a number of sites and found that movie critics generally rate films more harshly than audience. By averaging each film rating from the collected audience and movie critic data and converting it into a line graph, we can see the clear difference between each rating. By creating a second column graph with data from three different movie critic sites, it is also noticeable that there is a difference between each critic despite the notion that they follow the same marking criteria.

Domestic violence is a major public health problem in Australia and worldwide. Domestic violence is characterised by the physical or psychological dominate or harm of an individual by a family member, partner or ex-partner. Although we here in Australia live in a first world country, reports from NSW Rape Crisis Centre show the rate of violence against women in Australia is not that much lower than the rates in developing countries (Willis, 2013). The Coronavirus caused a national lockdown in 2020, varying in length depending on the state. Throughout the pandemic one in ten Australian women in a relationship experienced domestic violence and two thirds of women who experienced attacks prior to lockdown reported their attacks worsened throughout isolation (Galloway, 2020). An article published by The Guardian in 2020 reported a surge in domestic violence internationally. Particularly alarming figures reported a 50% increase in domestic violence in Brazil, 20% in Spain, 30% in Cyprus and 25% in the United Kingdom. With a clear spike internationally and nationally, the final data journalism project will focus on the increase of domestic violence throughout 2020 and the particular affects COVID19 had on domestic violence survivors. Data will be gathered through a number of sources such as the Australian Institute of Health and Welfare, Mission Australia, Australian Bureau of Statistics, Australian Domestic and Family Violence Death Review Network, the Department of Prosecutions and DV Connect. Through interviews with ACT lawyers and prosecutors, AFP personnel, VICPOL personnel and online resources, the final project will tell a clear story regarding domestic violence within Australia and the increase of cases throughout the pandemic. The story will be presented through written word and graphs created using the discovered data from various sources. The unique aspect to this project is the focus on men, women and children who have been affected by domestic violence whilst in isolation. There are a number of stories conveying statistics of domestic violence, however, there are limited stories that include the statistics of men affected. By including data from these three demographics, the message that domestic violence affects everyone, not only women and children can be conveyed. .

In week seven of semester one, all Communications and Media students attended the Communications Café. As a journalism major, I was introduced to Kerry-Anne Walsh, Samantha Rose, Peter Davidson and Sue White. Kerry-Anne Walsh Kerry-Anne Walsh is an Australian author and journalist who has spent over thirty years in political communications. Kerry-Anne is the Director of KA Communications and also works as an Advisor at Counsel House. Speaking with Ms Walsh set the bar high for the remainder of the night. Her extensive journalistic experience was impressive, to say the least, not to mention her work ethic and determination to succeed, especially in a time when women were considered a man’s lesser. Kerry-Anne voiced the importance of working hard to succeed in a profession such as journalism. Loosely phrasing Walsh, ‘You must be prepared to dedicate all your time to your work to achieve as a journalist. Ask yourself, are you willing to work 16-hour days, seven days a week?’. The necessity to ‘nail the basics’ was another aspect Walsh highlighted throughout the discussion. ‘The ability to write well and be articulate, whether it’s through verbal or written communication, is important in journalism as you may find yourself with three stories on your desk, all due by the end of the day. You will only finish all three stories by exercising your ability to write and articulate the story at hand’ (Walsh, 2021). These are points that I have held onto throughout the semester and will continue to do so for the remainder of my education and career. Some of the questions I asked Kerry-Anne included: how did you cope as a woman in a time where men ruled the journalism profession; what were some of the issues you faced? How have you adapted as a journalist in the quickly changing climate of the digital age? In your opinion, what will the media landscape look like in 5 years; is print media likely to survive? Samantha Rose Samantha Rose is a newsreader and journalist for Canberra radio stations 104.7 and 106.3 and runs her own blog, which encompasses all things she loves, including fashion, Canberra, food and her dog. Samantha graduated recently from the University of Canberra with a Bachelor of Communications and Media, majoring in journalism. Throughout her studies, Sam interned with 104.7, and due to her hard work and determination, she was offered a paid position. The importance of gaining experience and meeting people who are professionals within the industry was the most significant point I gained during the discussion with Samantha. “The best advice I could give to an aspiring journalist is get out there and write articles, find stories. Develop a portfolio for yourself so that when you are applying for jobs, you have some material to support your resume” (Rose,2021). Questions that arose throughout the conversation with Samantha included: what made you choose journalism as a career? Has social media and user-generated journalism affected radio journalism? In your professional opinion, what do you believe is a more popular platform with the public for breaking and regular news stories, social media or mainstream media? Peter Davidson Peter Davidson has come a long way in his career, from volunteering at community radio stations 2SSR and 2RPH in high school to his current position as Program Director for Capital Radio Group. Much like Samantha Rose and Kerry-Anne Walsh, Peter Davidson spoke to students about the importance of gaining experience, making connections and working hard. The discussion included several of Peter’s stories, interests, travels and career achievements. This led to questions such as: what are the struggles of journalism in the digital age? How have you personally adapted to the change in technologies throughout your career? Due to the fast-growing world of podcasts, do you believe that radio is or could be under threat? Sue White Mother, writer and journalist. Sue White has been published in magazines, newspapers and online forums for more than ten years. Currently, Sue is published weekly in The Sydney Morning Herald and The Age newspapers. She also runs writing training programs and produces podcasts with the Australian Academy of Social Sciences. Sue emphasised the importance of loving what you do. “As a journalist, you will be writing all day, every day. You must work somewhere where what you write about aligns with your passions and morals or else your quality of writing and happiness will be compromised” (White, 2021). I was interested in how Sue juggled her busy workload as well as motherhood, so I posed the question, “what challenges do you face as a mother and journalist, how did you adapt to your new role and do you have any advice for women aspiring to be both a mother and journalist?” It was following this question that Sue emphasised the significance of time management and organisational skills. Following the professional panel, I was excited about my future career. I left motivated to work hard and do what I had to do to reach my goals. I expanded my professional knowledge of journalism and media and reflected critically on my current aspirations, skills and morals. Overall, the Communications Café was a great experience and allowed me to ask career-related questions that lingered since my studies began.

Throughout the semester, students in course 10335, more commonly known as Professional Orientation, navigated through the expectations, roles, responsibilities and skills required in their chosen profession. In week five, students engaged in an employability skill self-assessment created by Literacies for Life at Curtin University, Australia. Literacies for Life was designed to help individuals make educated career choices that align with one’s characteristics, goals, values and skill set. The employability skill self-assessment evaluates all six literacies for life components: basic literacy, rhetorical literacy, personal and critical literacy, emotional literacy, occupational literacy and ethical, cultural and social literacy. I believe my ability to interact with people is one of my highest qualities as a future employee. This belief is evident through my assessment results displayed below. The ability to confidently communicate with an array of people is a necessary skill to entertain within the profession of journalism. Due to my age, I have grown with technology. This has advantaged me as I can quickly learn new technologies. Combining this advantage with previous and current education, it is undoubtedly one of my highest self-assessed characteristics. Rhetorical literacy was a lower-scored component of my self-assessment. I feel confident in my ability to speak and write, as proven throughout high school, where writing and communication were always my most vital assets. However, decision-making has always been a weakness throughout my education and my personal life. The component of personal and critical literacy was tied as the second-highest scoring section of the completed self-assessment. As mentioned, the act of decision-making has never been a strength of mine. Despite this, I have a strong commitment to the career I wish to pursue with little willingness to change. This can be seen as a detrimental characteristic; however, I believe I can reach my desired career outcome. I am already putting my theoretical knowledge into practice and consistently pursuing to learn more through my studies and work. My personality from a young age has always been outgoing, bubbly and social. I enjoy people and communicative interactions. This personal characteristic rationalises my emotional literacy score, ranking the second highest in the assessment. Previously I mentioned my determination to reach a specific career goal and my hesitance to consider anything else. For a woman of 23, I have already gained an array of occupational experiences such as hospitality, Australian Defence Force, childcare and education. This early exposure to numerous career options is why I am so determined to reach my set goal, resulting in a lower score in this component. The final component of the Literacies for Life self-assessment, ethical, cultural and social literacy, was my highest scoring element. I believe this result is due to a combination of my life experience and personality. Growing up I moved regularly nationally and internationally, meeting a wide variety of people from different countries, religions and backgrounds. Below is my Literacies for Life self-assessment, demonstrating my self-confidence in each component. The closer the shaded area to the edge of the web, the higher I assessed myself in that component.

I have had a colourful twenty-three years, gaining a number of incredible life experiences. In 2009, my family and I moved to Jakarta, Indonesia for my father’s posting as the Second Secretary to the Ambassador. In 2015, I graduated high school and worked four jobs: A medical receptionist for neurosurgeon, Dr Gauatm Khurana, a waitress at QT Hotel and The Cupping Room and as a Nanny for a single mother at DFAT. In 2016 I began studying a Bachelor of Education at Federation University in Ballarat before deferring and joining the Australian Army. After injuring myself, resulting in a medical discharge, I enrolled in a Bachelor of Communications and Media at the University of Newcastle. At the beginning of 2020, I relocated back to Canberra where I transferred my studies to the University of Canberra. Living overseas and traveling from a young age sparked an interest in travel and culture. I spent nine weeks travelling Sri Lanka, seven weeks travelling Vietnam, Cambodia and Laos and spent three weeks in Hawaii, USA. Furthermore, I spent a week cruising the Kalimantan rivers, hiking through the rainforests and meeting the local Orangutans. Mentioned are only a handful of places I have visited and my desire for more travel and experience runs hot. The desire to travel and learn fuels my professional aspirations as a communications officer with the Department of Foreign Affairs and Trade or as a Foreign Correspondent or Travel Journalist.

We are in a technological age that provides us with an array of opportunities and advantages, however, this new era also doesn’t come without its disadvantages, challenges and issues. Businesses are able to collect an array of data that enables digital marketing teams to improve customer relationships, increase sales and brand awareness. The well-renowned quote, “The good doesn’t come without the bad” is relevant to the current digital age with businesses facing challenges such as fake news, hacking and deepfakes. Deepfake technology enables the stitching of an individual into an image, video even audio clip when they did not participate in the original production (Adee, 2020). Technology facilitating deepfakes have existed for years, one of Hollywood’s most use of the capability was to resurrect late actor, Paul Walker in the final Fast and Furious. When deepfake technology was created it would take upwards of 12 months for a room full of experts to create and perfect these effects (Adee, 2020). There is a widespread misunderstanding regarding the term ‘deepfake’. Computer vision and graphic researchers despise the word deepfake as it now commonly represents “everything from state-of-the-art videos generated by AI to any image or film that seems potentially fraudulent” (Adee,2020). ‘Deepfake’ technologies provides graphic designers, filmmakers and the everyday person the ability to create beautiful creations through image or video using AI technology. Businesses are able to utilise such programs to create captivating, comical or emotional advertisements and online content for an affordable price. This aspect of deepfake advantages businesses and can assist in increasing brand awareness. Despite the advantages, there are a number of disadvantages deepfake content can have on a business, company or government (Simmons, 2020). Fake news is one of the largest disadvantages to businesses, companies and the government which are empowered through deepfake content. One of the biggest examples of fake news stories in recent times which have severely affected the US Government was Pope Francis’s endorsement of Donald Trump in the 2016 election campaign. This story was shortly followed by the accusation that Hilary Clinton was selling weapons to the terrorist group, ISIS. These articles were written and published online and with the use of deepfake capabilities, hundreds of thousands of people were hoodwinked into believing the publication of the stories were legitimate. Further prevalent examples of deepfake content is the video of Barrack Obama calling Donald Trump ‘a complete dipshit’ which surfaced in April, 2018. Mark Zuckerberg bragging about controlling billions of people in June 2019 and the apology from Game of Thrones, Jon Snow regarding the dismal ending to the popular show (Sample, 2020). These videos reached millions of people and severely affected the social media site Facebook, television network HBO and the individuals involved. Taking into consideration all the discussed information, it is evident that the use of Big Data and AI in social media is constantly increasing and with an increase of big data and AI, concepts such as deepfakes benefit and disadvantage current day businesses, governments and individuals. References Adee, S., 2021. Full Page Reload. [online] IEEE Spectrum: Technology, Engineering, and Science News. Available at: [Accessed April 2021]. Foley, J., 2021. 12 deepfake examples that terrified and amused the internet. [online] Creativebloq.com. Available at: [Accessed April 2021]. Johnston, D., 2021. What is a deepfake? Everything you need to know about the AI-powered fake media. [online] Business Insider. Available at: [Accessed April 2021]. Sample, I., 2021. What are deepfakes – and how can you spot them?. [online] The Guardian. Available at: [Accessed April 2021]. Simmons, J., 2021. The Real Business Impacts of Deepfakes. [online] No Jitter. Available at: [Accessed April 2021]. Toews, R., 2021. Deepfakes Are Going To Wreak Havoc On Society. We Are Not Prepared.. [online] Forbes. Available at: [Accessed April 2021].

Can social media analytics be used to improve business performance, reputation, and profit? Share your insights? Reflecting on all the information gained over the past few weeks, it is undeniable that today’s businesses, big or small, benefit from social media if used correctly. Majority would argue that social media is no longer an option for businesses but an essential to succeed (Newberry, 2018). The recorded number of active social media users in 2021 hit 421 billion (Needle,2021). As a social media marketer that is 421 billion people who could engage with your brand, a number inconceivable to business owners in times before social media and the internet. According to Sherpa Marketing, people tend to follow brands on social media more than celebrities, with a whopping 80% of all Instagram users following at least one business (Newberry,2018). Any business today is able to improve their performance by analysing their social media analytics and gaining a meaningful understanding of their audience, therefore creating better content to target said audience. You are able to determine which platforms are the best for your business to utilise and establish when the majority of your audience is online allowing you to post at the most influential time. In addition, social media analytics can help you scope out your competition, find relevant influencers, track customer needs and address issues regarding effective customer relationship management, all of which helps improve overall business performance (Sharma,2019). Social media further helps businesses expand and increase their reputation. With more than half of the world’s population using social media, social media platforms are a natural domain for current and potential customers to research, evaluate and interact with businesses. When using social media analytics businesses are able to target existing and potential customers by communicating, posting and advertising to their particular interests – also considered as engaging with customers prospects (Adams, 2018). By maintaining your businesses authenticity, communicating clearly and creating meaningful customer relationships on social media, the large and public scale can clearly display your reputation through comments, reactions, followers and reviews. Having an increase in business performance and reputation increase business revenue therefore creating an opportunity to increase profits. Using social media analytics businesses can assess their competition and increase their profitability by competing against such rivals. For example, a Canberra café business can evaluate their rivals social media profile and use analytical data to consistently update a strategic communications plan to ensure they are offering the most desired offers to maintain an increase in profits which can be monitored through KPI and ROI reports. Social media holds numerous benefits for businesses, professional individuals and organisations. By understanding social media analytics and utilising the recorded data businesses, individuals and organisations are able to capitalise on the benefits offered by effective social media use. References https://supplygem.com/social-media-statistics/ https://blog.hubspot.com/blog/tabid/6307/bid/23865/13-mind-bending-social-media-marketing-statistics.aspx https://blog.hootsuite.com/social-media-for-business/ https://www.business2community.com/social-media/how-analytics-can-impact-your-social-media-performance-02260290 https://www.businesswire.com/news/home/20200221005008/en/Can-Social-Media-Analytics-Boost-Marketing-Performance-and-Customer-Engagement-Quantzig%E2%80%99s-Analytics-Experts-Provide-the-Best-Fitting-Answers#:~:text=In%20recent%20years%2C%20social%20media,areas%20that%20make%20an%20impact. https://www.socialpilot.co/blog/social-media-analytics-businesses#:~:text=absolutely!,and%20determine%20where%20they%20stand. https://www.linkedin.com/learning/social-media-marketing-social-crm/engage-with-prospects

Create at least three personas that could be used for Facebook/Twitter/Instagram for DFAT Persona One Demographics Persona one is a young female aged 24. Persona one is casually employed and also partakes in regular internships/work experience. Persona one is located in Canberra. Persona one’s marital status is single. Persona one has completed high school and is currently studying at a tertiary level at a local university. Psychographics As noted, persona one is currently studying at a local university. She is studying either a Bachelor of International Relations, Bachelor of Political Science, Bachelor of Asian Studies and Law, Bachelor of Global Studies, Bachelor of Arts and Law or a Bachelor of Communications and International Relations. Persona one is hard working and goal orientated. She is focused on maintaining exemplary grades and creating an outstanding professional portfolio. Persona one is interested in working in such departments as ASIO, DFAT or the AFP and maintains a clear professional goal. Persona one is an open minded individual who is actively involved with international and national affairs. She is non-religious and highly regards fairness, unity, multiculturalism and national security/safety. Media Usage, Influences and Information Sources Persona One is a highly active social media user and spends majority of her time on Facebook and Instagram however also uses Twitter regularly to maintain updated on international news. She is influenced by individuals such as Oprah Winfrey, Michelle Obama, Emma Watson and Ellen Johnson Sirleaf. As mentioned, persona one uses Twitter to stay updated on breaking national and international news, in addition she uses LinkedIn to apply for internships and display her professional identity. Persona Two Demographics Persona two is a young male aged 19 who similarly to persona one is casually employed and partakes in regular internships and/or work experience. Persona two is also located in Australian Melbourne. Persona one and two are again similar as they too are single and have completed high school education and are currently studying at university. Psychographics Persona two is much like persona one. He is studying either a Bachelor of International Relations, Bachelor of Political Science, Bachelor of Asian Studies and Law, Bachelor of Global Studies, Bachelor of Arts and Law or a Bachelor of Communications and International Relations. Persona two is driven, career focused and has a passion for international relations and politics. He is zealous about multiculturalism, international trading and relations, unity and travel. Not only is persona two non-religious but he also is motivated to achieve a profession in departments as ASIO, DFAT or the AFP. Media Usage, Influences and Information Sources Persona two primarily uses social media platforms such as Twitter, LinkedIn, Reddit, Facebook and YouTube. His social media usage is spread evenly between all platforms. Persona two, like persona one, uses Twitter to keep informed of both national and international news and LinkedIn to project a clear professional profile. He is influenced by individuals such as Barack Obama, Emma Watson and Ravindra Gupta. Persona Three Demographics Persona three is a male adult aged 40. He employed fulltime in a government job. Persona three is divorced with children. Persona three is located in Canberra and travels to international cities due to work requirements. Unlike personas one and two, persona three is high school, university and a masters graduate. As previously mentioned, persona three is employed full time with an Australian Government department, within the organisation ASIO. Psychographics Persona three is a driven professional working within the Australian Government. He has two children who he pushes to learn about international countries. He travels regularly for work and cares about his and his country’s image. He is highly educated and is highly regarded within his profession. Persona three maintains consistent interaction with government based social media and interacts regularly with Australian government officials. This persona graduated from university with a Bachelor of Political Studies and Law and a Master of International Relations. He is passionate about his job and is in laymen terms “a workaholic”. He likes to spend time with his work colleges and enjoys scholastic conversations. Persona three is a determined individual who gains gratification from professional achievements and praise. Due to his busy work schedule and his commitment to his professional life, persona three spends limited time at home and as mentioned before travels frequently. Finally, persona three is non-religious and is defined by many as a realist. Media Usage, Influences and Information Sources The used social media platform by persona three are Facebook, Twitter and LinkedIn. He shares professional achievements with his family, friends and colleges via Facebook and uses the platform to stay connected with his social network whilst traveling. Persona three, much like persona one and two, uses Twitter to remain updated on international and national news events. Persona three uses LinkedIn to share professional achievements and maintain a prodigious professional portfolio. Persona three is influenced by such individuals as Jacinda Arden, David Hill and Jerome Powell. Once you have created your persona, pretend to be the target audience of your own persona and evaluate its effectiveness with Twitter. Persona One DFAT’s current Twitter is a regularly updated platform which covers relevant worldwide events, the departments achievements and any upcoming opportunities within the organisation. With a minimum of one daily update on the topics mentioned, it is undeniable that it is an effective use of Twitter to target audience such as persona one due to her professional goals, interests and social media usage. Persona Two Similarly, to persona one, DFAT’s Twitter platform is an effective way to incorporate a target audience such as persona two. He is a young male who is interested in a job in international relations and is a motivated student. Persona two is an avid social media user and regularly uses Twitter. With the combination of his interest in DFAT’s work, ethics and opportunities, his current social media usage and the regular updates from DFAT via their Twitter account, it can be argued that their current social media marketing methods are effective. Persona Three Finally, Persona number three. He is a consistent traveller and spends a lot of ‘waiting time’ scrolling through social media on his phone. Due to his time limited lifestyle, he uses Twitter to keep updated on national, international and government events. As persona three works within the Australian Government, he works closely with individuals from DFAT and needs to be attentive of their activities. Twitter allows him to maintain updated on such activities in a precise, timely and informative matter. With DFAT’s current Twitter marketing methods it is undeniably effective for a target audience such as persona three. You have now created three personas which of the three personas would be more likely to be on Facebook, Twitter or Instagram? Would all three personas be on all platforms? Explain why or why not. Due to the similarities between persona one and two, they would be active users on all three platforms. Being between the ages of 18-25 these individuals are avid social media users and use a variety of platforms. Target audiences who use multiple social media platforms are valuable to companies and organisations as they provide more platforms to market their product, profession, morals and values. Persona one and two’s age is not the only reason they are likely to be on all three platforms but due to their individual goals, professional goals, interests, current employment, education and known social media use, it is unquestionable that these personas are active on all platforms. Unlike personas one and two, persona three is only active on platforms Twitter and Facebook. Taking into account his age, profession and individual characteristics we can rule out his use of the social media platform, Instagram. Although it is not impossible for a divorced male in his 40’s to use Instagram, we can identify from his persona that his professional life is his main focus and in order to maximise his professional profile, he limits the usage of social media in a personal capacity.