GRADLATE THESIS
TOPIC
BUILDING SOCIAL MEDIA CONTENT ON FACEBOOK
FOR CAMBRIDGE LANGƯAGE CENTER

PRACTICE ƯNIT: CLC ENGLISH CENTER

Instructor

: Th.s Pham Hoang Cuong

Student’s full name

: Nguyên Tuan Huy

Student code

: 5063106012

Class

: CLC6.1

Course

: VI

HaNoi, June 2019


DECLARATION

I swear that this graduation thesis is my own study under the guidance of the
professors of the Academy of Policy and Development. The data and results in the
thesis are honest and have not been published in any previous research. Table data
for analysis, comments, and evaluations collected from different sources are
clearly labeled and sourced. In addition, the subject also uses a number of
comments, reviews as well as data from other authors and organizations and is also
shown in the reference section.

The results are completely honest. I take full responsibilities for any invalid
duplication that violates the rules of thesis writing.

Hanoi, June 5, 2019
Student


THANK YOU

First of all, I would like to thank CLC English Center and the Academy of
Policy and Development for facilitating me during my intemship and reporting
graduation intemship.
I would also like to express my gratitude to the Board of Directors,
brothers and sisters who are working in Marketing Department - Personnel of
CLC English Center especially Ms. Truông Thi Anh Tu for helping
enthusiastically in the internship and supply. Provide necessary documents and
data for me to complete graduation thesis.
In particular, I would like to express my deep gratitude to Mr. Pham
Hoang Cuong - Lecturer, Marketing Manager of the Training Management
Department, Academy of Policy and Development for guiding me sincerely to
complete the intemship as well as writing this report.

Finally, I would like to thank the teachers and triends in the Faculty of
Foreign Economic Relations - Institute of Policy and Development for creating
favorable conditions and support for me to complete my thematic intemship..
Thank you very much!

Ha Noi, June 2019
Student


INTRODUCTION

1. The urgency of the subject

Internet era boom in recent times has contributed to bringing businesses
closer to their potential customers. Gone are annoying phone calls or tlyers through
the door, modem businesses are interacting with customers through Online social
networks like Facebook, Youtube, Twitter or Linkedln..
Currently, in the brilliant era of the internet, you can unleash Creative
content such as blog, videos, websites to attract customers to you, instead of
traditional marketing methods. Not only that, you can persuade customers to share
those things with people around because of the power of the information network.
Content is the power of dominance, which is an important factor to develop
the company's social media. With increasingly tĩerce competition between
companies, companies that create better and more Creative content will be more
successful. Therefore, I chose the topic "Building socỉal media content on
Facebook for Cambridge English center" to study.
2. Objectives of the study

The thesis researches the theory of social networks, the theory of social
media used to develop social media for Cambridge language center. Understand

the current situation of building and developing the center's fanpage and group
content and point out the limitations and reasons for affecting the effectiveness of
social media development for Cambridge English Language Center.
Proposals and Solutions to promote the company's social media
effectiveness.
3. Object and scope of the study
Object: Social media content on facebook for Cambridge language center

4


J Scope:

- Research period: from February to April 2019
- Cambridge language center fanpage and group (facebook).
4. Research methods

- Theoretical research method: Synthesis of the theory of Online market, social
networking, social media, content marketing in books, newspapers,
magazines,
theses, on the internet and some related sources this topic.
- Statistical method by tables: Statistics of information and characteristics
about
popular social networks.
- Methods of data collection: collecting data from reports and documents of
working agencies, newspapers, television, internet and previous studies.
5. Subject structure
The thesis consists of 3 chapters:
Chapter 1: Rationale for social networking, social media and social media content
Chapter 2: The situation of deploying social media content of Cambridge


language center
Chapter 3: Proposals and Solutions to promote social media effectiveness for the

Cambride language center

5


CHAPTER 1: RATIONALE OF SOCIAL NETWORKS, SOCIAL MEDIA
AND SOCIAL CONTENT
1.1 The theory of social networks
1.1.1

Concept of social network

Picture 1. 1 Illustration of social network
Social network (social network) is a Service that connects the same hobby

members on the Internet together with many different purposes regardless of space
and time. People who participate in social networks are called netizens.
Social netvvorks have íeatures SLich as chat, e-mail, movies, voice chat, file
sharing, blog and editorial. The innovation netvvork is completely how netizens
link together and become an inevitable part of every day for hundreds of millions
of members around the world. These Services have many ways for members to find
íriends and partners: based on group, based on personal iníonnation, or based on
personal interests, areas of interest: business, purchase.
+ Basically, social networking is like an open website with many different
applications. Social netvvorks are different from regular vvebsites in the way of
iníormation transmission and application integration.


6


+ In essence, social networking is a fonn of word of mouth marketing on the
Internet environment.
A statistic made by Appota (Vietnam) on the use of smartphones
(smartphones) helps us understand the purpose of using Internet in Vietnam.
Accordingly, telephone internet users spend a lot of thne on social networks,
texting and searching for entertainment infonnation. Conversely, reading via phone
accounts for a low percentage of thne. These are completely identical results
compared to using the Internet on a Computer. Entertainment needs are still the
thing that the majority of Internet users in Vietnam seek.
Các tính năng được sừ dụng nhièu nhất trong một ngày

Các tính nãng được dùng nhiều nhất theo tuần

Picture 1. 2 Statistics on the use of smartphones in Vietnam (according to
statistics in the second quarter of 2018) Source: soha.vn

The meaning of social networks:
- Strong connection and sharing. It breaks down geographical, language,
gender and national separations. Every member of the social network is
connected
and each is a link to create a vast network of information.
- Create an Intemet-based System that allows users to communicate and
share infonnation effectively, beyond the geographical and time limits.

7



- Enhance the role of each citizen in creating relationships and selforganization around common interests in communities that promote the
association
of social organizations.
- Update news, knowledge, trends: Facebook with the ability to like pages,
readers will immediately receive updated information of their favorite or
interested
websites about all categories and suppliers or houses. Ads can also quickly
update
the latest trends of their favorite fields. You can also watch news or update
the
latest movies, music video clips on youtube, facebook or other social network
sites
very quickly.
- Improving the quality and speed of newspapers and public Services: Due to
the fast updating and spreading features of social networks, press agencies
and
mass media are actively posting at the same time on paper. , in your Online
newspaper and website to keep up with the trend of the times and keep your
readership. Legal agencies or public Services are also gradually "airing"
social
networks to update their news and new regulations or listen to criticism of
people's
opinions to help reduce bureaucracy. complex or error in public Service, to
move
toward a more intelligent and simplified public administration.
- Improving life skills and knowledge: Currently, on social networks, there
are more and more tồreign language, cooking, repair, communication,
psychological and sports teaching sites for you to see, Self-study without


8


going

to

class or paying fees. Thanks to participating in this Online community, we are
becoming more and more complete with the basic skills needed in modem
life

such

as using tồreign languages, civilized communication or having a healthy
body. .
- As a business and advertising channel: The dream of owning a fashion,
electronic or book shop is not too far away thanks to the speed of image and
information transfer via Twitter, Zalo, Viber or Facebook.
Risks and harms of social networks:

9


- Reduce interaction with people: When spending too much time on social
networks, attention to those present in real life is less, relationships gradually
become distant.
- Increasing the feeling of wanting to draw attention: Posting vague and
confusing States on Facebook to attract the attention of others is becoming an
annoying habit of social network users. The competitive battle likes and
announces

that there will be no end.
- Risk of depression: According to recent studies, people who regularly use
social networks often have more negative emotions, including depression.
Using
social networks is particularly harmfùl to people with pre-existing
depression.

If

you start feeling sad, pessimistic, stop using social networks for a while.
- Lack of privacy: Social networking sites are still silently saving (and
selling) your personal information.
- The risk of contacting with inaccurate and unhealthy information: Is a
channel to receive information, but the information on social networks is not
veritĩed, resulting in incorrect and incorrect information. good content is
simply
information like sentences. Controlling quality and content of information
posted
on social networks is a difficult problem, it is impossible to avoid
encountering

an

unhealthy information while using social networks.
- Spending too much time: Spending too much time on social networks
makes a tight time that is needed to rest, relax and reduce the quality of work
and

10



life.
1.1.2

Popular social networks
Table 1. 1 Popular socỉal networks

11


Social network

Characteristics

- Facebook is where users can join networks organized
Facebook

by
city, workplace, school and region to link and

n

communicate
with others. People can also make triends and send
messages to them, and update their protĩle page to
inform
their triends about them.
- This is the fastest growing social networking site,
Facebook has grown from a network of college
students


Twitter

so

farisit ahas
a multi-ethnic
multi-age
- Twitter
freegrown
socialglobally,
networking
Service thatand
allows
users to read, message and update small news items called
tweets - a type of microblogging. Tweets that are limited to
a maximum of 140 characters are spread quickly within the
group of íriends of the message or can be widely displayed
to everyone.
- Established since 2006, Twitter has become a global
phenomenon. Tweets can be just a personal stream of
news
until timely news updates are quicker and more timely
than
mainstream media.
- Advantages: The limit on the length of messages, 140
characters, with compatibility with SMS (Short
Message
Service) gives the network community a remarkable
fonn


of

shorthand, which has been widely used for with SMS.
Character limits also help to promote website address
12


140 characters.
- Disadvantages: Characters are limited to 140 characters
Instagram

- Instagram is a free photo sharing software that allows

(ộ)

users to take photos on their phones, add image filters, and
then share on many different social networks, including
Instagram. The photos taken will be in a square with a 4: 3
aspect ratio that is commonly used in mobile devices.
- Instagram was made by Kevin Systrom and Mike
Kreiger
officially put into the community in October 2010 and
quickly reached the milestone of 100 million users
just

two

years later.
- Like other social networks, Instagram provides a

platfonn
to help you share with friends and followers, in
profile

you

can update your avatar, or cover picture, on your top
profile
or any proíile. You can see the usemame, how many
photos
have been uploaded, how many people you follow or
are
following you ...
- In April 2012, Facebook acquired Instagram for about
$

1

billion at that thne. Since then, Instagram has become
Facebook's strong growth engine in terms of users
Zalo

- Zalo,and
Vietnam domestic social network was launched in

2012. In August 2018, this social network announced the

13



milestone of 80 million users (according to Zalo Group).
Based on the survey results of Vinaresearch, Zalo has the
second level of awareness (94.3%) equal to Youtube and
only after Facebook. On average for every 100 people, there
are about 87 people with Zalo accounts.
- Users can easily shop for goods on Zalo Shop with
attractive incentives, look up bus Service for travel,
look

up

weather infonnation, buy air tickets, look up food
hygiene
and safety food Stores, health infonnation updates,
schedule
appointments, pay utility bills, ...
- For businesses, Zalo is an effective channel to
Youtube

approach is a video sharing site, where users can
- YouTube
upload
or download to a Computer or phone and share video
clips.
YouTube was created by three íormer PayPal
employees

in

mid-February 2005.

- YouTube provides a forum for people to connect,
share
information and inspire others around the world and
act

as

a

distribution platfonn for original content creators and

14


1.1.3

Facebook
íacebook
Sign Up
R's free and always will be.

Birthday
MoRin : Dvy ĩ *•* :

Fema>e Maie

Picture 1. 3 Facebook account registration interíace

Facebook is a free social networking website operated by facebook, Inc. and
privately owned. Users can join organized networks by city, workplace, school and

region to link and communicate with others. People can also make triends and send
messages to them, and update their proíile page to let íriends know about them.
Name
The website mentions scrapbooks used to name campus community
members that some us colleges and universities give new students to the cainpus,
departments and staff to become familiar with. together at the campus.
Mark Zuckerberg founded Facebook with triends of Computer Science
students and roommate Eduardo saverin, Dustin Moskovitz and Chris Hughes
when he was a student at Harvard University.
1.1.3.1 Basic features and applications offacebook:
- Wall: A space on each member's protĩle page that allows their triends to
post messages to members to view.
- Poke : allows you to notify triends that they have been poked.
- Photos / videos: where you can upload your favorite images and video
clips.


- Status: allows you to notify your triends where you are and what to do, in
status, you can insert images, links or videos to share and discuss.
- Newfeed (most recently) it appears on your home page and highlights
information including changing protĩles, upcoming events, triends' birthdays,
and
being able to control the types of information automatically shared with
triends.
You can also prevent people on your triends list who don't want to see
updates

on

some types of activities including: changing protĩles, Wall posts, or new

triends
added.
- Notes: allows you to write diaries and share with everyone optional.
- Chat and group chat: allow you to chat with 1 person or a group of people.
- Game server: provides users with numerous games with a variety of genres
for almost all different objects.
- Prompt birthday: this is a small but very interesting and useful feature for
most facebook users. When it comes to the date or near the birthday of
someone

in

your triends list, Facebook will remind you and recommend you to celebrate
that
person's birthday. This feature helps you maintain good relationships with
people
and also saves you a lot of time.
- Invite everyone to attend the event: invite to an event that is a feature used
by many people on Facebook. People can share event invitations with all
their
triends, which helps spread the event information quickly and widely.


Because

of

this, this feature is especially useful for large-scale events around the globe.
- Friend poll: Facebook allows you to create polls with sentences
ask open questions or choose answers, to consult your triends about a problem.

This is a little-used feature that is very useful and easy to use.
1.1.3.2 Facebook applications in the field of e-commerce
- Public proíĩle on Facebook:


+ Public proíĩle is the ideal place for business to help you build the first step in
the social network System. Business people can build public protĩles for
themselves without any cost.
+ Allow users to show their support for the business you are doing by adding
them to your followers list.
+ One of the best reasons to build Public Protĩle is that this function can be
searched through search engines.
+ If the job appears on Google search pages or tools
Other search is an important part of Internet Marketing strategy, using Public
Protĩle will create a perfect impression.
- Facebook events:
+ With this function, you can let other Facebook fans and users know about
upcoming events and activities that you organize for your business.
+ A restaurant can use Facebook Events to advertise their images through music
activities. A B2B business (Business to Business) can advertise for an upcoming
seminar. Nonprotĩt organizations that protect public rights can enlist support for
increased funding activities. Information about events will spread quickly with
exponential numbers.
- Facebook group:
+ This function allows construction or participation in about 200 groups based
on geographic area or similar structure. Each group can act as a communication
channel to spread your presence on facebook, and each group can be used as a tool
to help you see future prospects and build relationships.
- Facebook Ads:



+ Facebook Ads is like Google Adsense in which ads are merelybased on the
words, but there are other points that facebook Ads allow to add a
small image.
+ You can choose to add Social Actions, which is
The stories of users’s triends see and display your ads. Whenever a User has an
activity related to the advertisement, the avatar (avatar) and the name of the User
will appear with the advertisement on their triends' personal information network.
+ Difficulties in using advertising on Facebook Ads or any network
Other societies are rarely used by members to click on ads.
- Facebook Apps:
+ Facebook offers a range of applications that can be used to advertise your
business in facebook. You can combine many business-oriented applications that
are available in application categories, such as business ads, networked blogs, and
referrals to advertise your business.
- Facebook Share:
+ Facebook share is a small button or link that you can add to your site,
allowing visitors to share your site with their triends on Facebook. Basically, this
is a way to increase direct traffic to your site, you can install facebook share quite
easily, but also requires some basic understanding of HTML when using.
- Facebook Connect:
+ Facebook connect is the next step of Facebook applications. Facebook
Connect gives members a new way to log in to other websites using their Facebook
account and "connect" to identify their triends, triends and personal formats on
Facebook on the pages. that web.


+ For websites using this application, Facebook Connect means that you never
have to create another Online protĩle. You can use your identity information on
Facebook and take it with you to log in to any website you visit.

1.1.3.3

Number and scale ofFacebook users in Vietnam

According to statistics, the number of social network users worldwide
increased by 8% in the past 3 months, as of Jan 2019, has reached nearly 3.5
billion people, accounting for 45% of the world population. India is the country
with the highest number of Facebook users in the world, Vietnam ranked 7th.
1
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BRA7IL

130,000,000

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130,000,000


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40,000,000

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61,000,000

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VIETNAM

1
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FRANCE

35,000,000

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SOCIQl

FACEBOOK REACH RANKINGS
BASED ON FACEBOOK'S ADDRESSABLE ADVERIISING AUD1ENCE

Source: WeAreSociaỉ
Statistics show that India is currently the country with the highest number of
Facebook users in the world (300 million accounts) as of January 2019. It was
followed by America with 210 million users, and Brazil with 130 million users.
Vietnam ranked 7th with 61 million users.
Thus, in the top 10 countries with the largest number of Facebook users,
there are 4 countries in Southeast Asia, including Indonesia, Philippines, Vietnam
Picture 1. 4 Countries and cities top the number of Facebook users


and Thailand.


According to WeAreSocial, there are 64 million internet users in Vietnam in
early 2019. This is a very large number, bringing Vietnam to the number of 20
countries with the highest number of Internet users in the world.
JAN
2019

INTERNET USE: DEVICE PERSPECTIVE
BASED ON ACĨ1VE INTERNET USER DATA. AND ACTÍVE USEOF INTERNET-POWERED MOBIIE SERVICES

INTERNET USERSAS

TOTALNUMBER

OF ACTIVE

A PERCENTAGE OF

OF ACTIVE MOBILE

INTERNET USERS

TOTALNUMBER

TOTAL POPULATION

INTERNET USERS


MOBILE INTERNET USERS
AS APERCENTAGE
OF TOTAL POPULATION

í00 Hootsuitesocial
ọíi

Picture 1. 5 Number of internet users in Vietnam according to We Are Social

Youtube is the most used social network in Vietnain, followed by Facebook,
Instagram, Twitter, ...

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Hootsuite ôre.^!

Picture 1. 6 The social networks used in Vietnam follow WeAreSocial

The number of people using social networks in Vietnam, especially in the
age of 18-34 years old, is very high compared to other ages.


Picture 1. 7 The age of using Facebook in Vietnam is according to
WeAreSocial
1.2 Social media
1.2.1

1.2.1.1


Concept, socỉal media characterỉstỉcs

Concept

Many internet experiences are one-way: when you go to a website like a
news website, a shopping website or a funny website and get infonnation. Social
media is two-way. Tliis is a website to communicate with others, be it triends,
relatives, co-workers, or just people with similar interests. Usually, it's not just
about dovvnloading information - it's about sharing and communicating. Thanks to
social networking sites like Facebook and Twitter, you can know what's going on
in your triends' lives and you can tell them what's happening in your life. YouTiibe
™ video community and Flickr® photo server Service let you share videos and
photos with them (and the world) and Skype ™ software tells you when someone
is on the Internet and says Chat with them instantly - and for free.
Another concept according to Professor Robert s. Kaplan - Hardvard
University of Business, social media is a group of Internet-based applications built
on the idea and technology tồundation of web 2.0, allowing Create and exchange
content created by Iisers.


- According to Cambridge University's detĩnition: Social media are websites
or programs that allow users to communicate and share infonnation on the
internet
using technology devices.
- According to Dr. Tracy L. Tulen, author of the book Social Media
Marketing: Social media is an Online tool for communication, sharing and
connection

between


individuals,

communities

and

organizations

interrelationships
or interdependencies with technology and mobile platfonns.
1.2.1.2

Characteristics

- The most well-understood social media is a group of Online media types,
with most or all of the following characteristics:
+ Participation: social media encourages contributions and feedback from
interested people. It blurs the line between media and audience.
+ Openness: most social media Services are open to feedback and participation.
They encourage voting, commenting and sharing iníormation and rarely have any
barriers to access and use of content.
+ Conversation: Wliile traditional traditional means of "broadcasting" (content
is transmitted or distributed to the audience), social media is considered a good
two-way conversation. than.
+ Community (community): social media allows communities to quickly form
and communicate effectively. Wlien a community shares interests, such as love for
photography, a political issue or a favorite show.
+ Connectedness: most types of social media thrive based on their connection,
using links to websites, resources and people.
- Social media has the following characteristics:

+ Including various fonns of content, such as: text, video, audio, hnages,...


+ Allowing interaction in many different fields through social sharing, email, ...


+ Attract many participants to use at different levels.
+ Allow multi-dimensional communication.
+ Allow real-time or asynchronous communication.
+ Simplify the increase in speed and expand the scope of information
dissemination.
+ Can be used with many different devices such as computers, tablets,
electricity mobile phone, ...
1.2.2

The main components of social media

Based on the famous model studied and built by Dr. Tracy L. Tulen, social
media is divided into 4 groups (the model is also used in the book Social Media
Marketing: A Practitioner Guide by Dr. Marc Opresnik, co-author with Philip
Kotler and Svend Hollensen):
ZONES 0F SOCIAL MEDIA

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Social Medía Marketing, Tracy L Tulen and Mictiael fl Solomon, 2015

0BUZZMETRICS

Picture 1. 8 Model Zones of Social media

- Group 1: Social Community: Highlights are social networks, which focus
on developing relationships and connecting users with similar interests and
interests. Therefore, social communities feature multi-dimensional interaction,
allowing users to chat, connect and share infonnation.