FACULTY OF

BUSINESS AND
MANAGEMENT

BACHELOR OF OFFICE SYSTEMS MANAGEMENT (HONS)

DIGITAL INNOVATION AND SOCIETY

(ASM656)

ASSIGNMENT 2: INDIVIDUAL TASK

INNOVATING WITH SOCIAL MEDIA CREATING MY OWN JOB

PREPARED BY:

MUHAMMAD FADHLI DZIL IKRAM BIN SAMSUDDIN 2019893538

BA2325C

PREPARED FOR:

SIR MOHD FAIZUL BIN HASSAN

DATE OF SUBMISSION:

12 JULY 2021

TABLE OF CONTENT

NO CONTENT PAGE

1 Acknowledgment
 2 Introduction

Description of The Job Why It Becomes A Choice

Target Market Segmentation

Generate the Income

3 Strategy in Making Digital Existence Matters

4 Swot Analysis for Career

5 Conclusion

6 References

7 Appendices

ACKNOWLEDGEMENT

First and foremost, praise and thanks Allah, the Almighty, for showering His
blessings on me during my individual assignment work to complete my assignment
successfully.
 I want to say thank you to my ASM 656 lecturer, Sir Muhammad Faizul bin Hassan,
with deep and sincere appreciation. To give me a chance to do this task and provide
invaluable guidance during the individual assignment. I felt very motivated by his creativity,
vision, sincerity, and his motivation. He also educated me to know better about Digital
innovation and Society. Under his guidance, it was a great privilege and honour to study. For
what he taught me, I am very grateful beyond words. I also want to thank him for his time
and willingness to help me to find the solution.

Lastly, I am eternally grateful to my parents for their love, prayers, concern, and
sacrifices in helping to educate and making some preparations for me in the future. Also, I'd
like to express my gratitude to my classmates, who have been extremely helpful in the
assigned task by providing comments and suggestions that were beneficial to help me
improve it.
INTRODUCTION

Question 1
a. Description of the job why it becomes choice
 (Content Moderator at TikTok)

At the time of the pandemic, many people were affected financially as well as
employment. Many people are losing their jobs, and the unemployment rate is rising. For
that, I want to find a job that uses social media platforms. Nowadays, social media can also
positively impact and a platform for the unemployed and people looking for a permanent job.
There are various demands in social media to find employees who can work on social
media. The job I will be choose is a Content Moderator at TikTok Company. Content
Moderator can be defined as the user-generated content uploaded to an online platform
responsible for a content moderator. The job of the content moderator is to ensure that
things are in the proper category, devoid of frauds, do not contain any unlawful items and
much more.

To be a content moderator at Tiktok, I will be given a laptop if I worked from home

(WFH). In addition, I will also work in a team. The team leader of the content creator will lead
a team and divides the work to multiple Asian servers on the platform. Working as a content
creator TikTok is a challenging task, especially for people afraid of violent videos and even
death. TikTok will render various videos, and I would need to filter those videos either for
release or discard. Examples of videos that need to be filtered are videos of killing people,
people dancing, videos of sexual content, etc. Therefore, as TikTok employees, I have to
filter the video according to the policy given by TikTok. If there are any issues related to a
particular trending video, I could seek a clarification with the team as to what would be
appropriate tagging the video at the what category, I also can ask to the team leader of the
content moderator to get the category of the video.

The mission behind it is largely content simplification. Sometimes the Internet may
seem like a large and insecure location where fraudsters are the rulers. I love this job
because I can make the world a better place by blocking non -online content. It was a
blessing to join the mission to help others and have fun with what I was doing. In addition, I
am also able to prevent younger generation from viewing violence-based video content as
well as pornography. I also can prevent videos that can make the younger generation of the
current generation easily influenced and obsessed. An example is a transgender video.
Video content like this is abundant and uncontrollable. Therefore, it is very dangerous if any
action is not taken and can damage the minds of young people today who are obsessed with
TikTok applications.

There are a few personal qualities needed to become a good content creator. One of
the factors is patience. It is not always simple to be a Content Moderator at TikTok, and
sometimes it can be not easy to maintain a high pace without compromising its accuracy. If I
face factors that would slow me down in moderating the contents, I have to be patient and
not be distracted with said situation. Other than that, it`s all about Curiosity. It is a big part
because I will certainly stumble upon things that I didn't know existed as a content
moderator. I have to be curious about the items or refuse to be in the right category if the
item does not comply with the rules or guidelines on the platform. The last personal quality
that needed is Integrity. It is a very important personality than perhaps necessary. It's about
work ethic, who you are and what you do. Remember always why you are moderating, and
don't lose track of the final aim.

b. Target market segmentation

Market segmentation can be defined as the division into smaller, more specific
categories of a target market. It segments clients and audiences into groups with similar
features, such as demographics, interests, requirements or locations. The marketing
strategy of TikTok has now set trends, is popular and has a growing capacity every month,
and marketers must consider trying this time if they have not yet done it. Now that TikTok
allows first advertisers to use their platform to promote products and applications, Admiral
Media is among the first marketing performance agencies to take this opportunity and run
some advertising campaigns for several selected customers.
 For Demographic, when it comes to the younger generation, TikTok has hit the nail
on her head. However, these figures change quickly as the older generation picks up the
app. In the United States, 62 per cent were between 10 and 29 years old in 2020. (Statista,
2020). As of March 2021, only 25% of the total users represented teenagers, while 22.4%
accounted for between 20 and 29%. So only 47,4% of US users are between the ages of 10
and 29 (Statista, 2021).

c. Generate the income

Content moderator generates income is with a monthly salary. The starting salary
offered is RM2.2k. Moreover, the salary factor can reach more than 2.8 k is due to relatively
long experience. This is a brilliant opportunity for those with experience in the field of content
moderation. In addition, the main requirement to be a content moderator is to have
experience in customer service. They are looking for employees who have had experience
working in the customer service department. It is because the work hours or schedules of
work are the same. The job schedule to be a content moderator or customer service is
based on the shift schedule that has been given.

In addition, the bonus is also an initiative that given to Content Moderators. In this
case, the Content Moderators will be more enthusiastic and confident to perform their task.
Therefore, TikTok is also able to look after the welfare of the people. Although the bonus is
only given twice a year, the initiative is beneficial for Content Moderators to have the
opportunity to earn a high overall salary. In addition, TikTok also gives a bonus to content
moderators when they get the targeted Key Performance Indicator (KPI). Due to this, the
Content Moderator also can enhance their Key Performance Indicator (KPI) better and add
good performance in the TikTok company.
STRATEGY IN MAKING DIGITAL EXISTENCE MATTERS

Six core principles, including purchasing and consumption choices, were identified in
Cialdini, which influenced such shortcuts in decision-making. The main message he provides
is that I can use them to my advantage if I understand those six principles to persuade
others to take a particular action or buy a particular product. Cialdini also has identified six
fundamental principles: reciprocity, scarcity, authority, commitment and consistency,
liking and consensus, or social proof. There are a few principles that I can used in Content
Moderator to boost my performance.

First thing first, I would like to have is authority. Authority is known as a person with
authority, credibility, and knowledge in their fields who are more influential and persuasive
than those who are not. This is partly because authority and credibility are some of the
critical building blocks of confidence. We are more likely to follow them if we trust people.
Nowadays, being a content moderator is not easy, especially if we don’t have authority in
positioning and lack experience. For example, in fields where we are not experts, this is
particularly true. So, we should get the solution to have the authority in our self. For
example, as content moderators, we should ask the expert people how they handle their
position and management. Aside from that, we can benefit from the recommendations and
positive attitudes that I have observed while working as a content moderator.

Moreover, the commitment and consistency principles. This principle can be defined
as the people prefer consistency in their identity or sense of self-image. Nowadays, social
media is bombarded with opinions from social media users. Tiktok had to take only a few
views for improvement due to too many requests and told the users to fulfil the conditions.
Tiktok users have to abide by the actions given by them. In this way, users will better
understand how content moderators do their job in more detail. For example, Tiktok users
and social media have little knowledge of etiquette when making videos to be transmitted. It
is to some extent able to teach social media users, especially influencers, in the settings
when creating video content. Due to the increasingly digital age, Tiktok and social media call
on users to use this platform to convey helpful information, safe and add knowledge to social
media users. In addition, social media will also give compensation rewards to influencers
because they work to provide information and attract the attention of social media users well
to raise the rating of social media as a suitable place to get the latest news in the world. In
this method, Tiktok also identifies its self-image as a top application used by users
nowadays.
 Next, I'd like to elaborate on the concept of reciprocity. The reciprocity principle can
be defined as the social media don’t like to feel that they owe to the users. For example, if
someone sends you a birthday card, you will almost certainly want to reciprocate. Moreover,
this desire for reciprocity can influence behaviour, such as protecting people by not watching
inappropriate content. This decade, users have not been able to filter out negative videos.
Examples are pornographic videos and even death. It is because too many negative videos
are spread on social media sites and the web. So, as a content creator, I avoided the spread
of these negative videos as much as possible. The adverse effects of this negatively
impacted video are leaked, and no restrictions will affect the younger generation z in the
future. On the other hand, negative thoughts can affect a person’s reputation and
performance. I will also try to help generation z by censoring videos that harm the
community and the country. Aside from other reasons than working, I also, to some extent,
censor video content, which has a negative impact on generation Z. I also return their
positive thoughts to be better and compete healthily.

Furthermore, it is about scarcity. The less of something there is, the more people
want it. From a perspective of conviction and influence, I can benefit from reducing its
availability by increasing the interest in the Tiktok service or at least creating a sense of
scarcity. To be a content moderator is not easy. Superiors will pay special attention to those
who are good at using laptops and the internet. To maintain the image as a content creator,
it is not easy to get a job. Only the selected ones can be content moderators. It is because
they are looking for a content creator who can handle many videos at one time. Also, the
most challenging task is that the videos that need to be filtered will only be shown once. This
is the reason why there is a lot of scepticism and research to find content moderators.
However, the quantity as a content moderator in Tiktok is not many compared to content
moderators in other social media companies. However, the relatively small amount can show
an excellent result in speed and accuracy for video filtering.

Besides, Cialdini’s Principles of Persuasion is liking. It may seem obvious, but

people are far more likely to be influenced and persuaded by those they like than those they
dislike. Normally, we are certainly love the person who compliments us, and we like people
who are willing to cooperate with us. We can see that there are marketing campaigns that
use and appeal to influencers in order to appear to the target market. In order, to make the
users of social media comfort with the content moderator. Content moderator passionate
with the heavy users of social media. Provide cooperation between content moderators and
users. This will increase their closeness to each other. To ensure this continues, I, as a
content moderator, need to like users first by providing friendly service to them. In this way,
intimacy will be gained and will be appreciated by social media users. Therefore, this method
can also cultivate generation z using the TikTok application as a practical application for
information about learning and science; for me to be liked by people, I need to do some way
to understand users about my work. An example of this is creating a campaign organized by
the content moderator TikTok himself about the dangers of pornographic videos. With a little
of this exposure, many people will know about the job as a content moderator.

Lastly, Consensus or social proof. Humans are social creatures by nature, and they
generally believe that conforming to the norms of a social group is important. This means
that when it comes to making decisions, we frequently look around to see what others are
doing before making our own. Many people will have seen a classic example of this in the
form of hotel towels. Signage that says “8 out of 10 hotel guests choose to reuse their
towels” is far more effective at influencing and persuading than signs that simply say
“reusing your towel helps to save the environment.” TikTok is a company that takes care of
the welfare of workers. For example, I get TikTok gifts and souvenirs from TikTok every
year. To maintain a company's reputation, it is necessary to take care of employees first. It is
because employees are the main pillars that will run the day-to-day operations of TikTok.
Without a passionate and dedicated employee like even a group of friends and me. Chances
are the video on TikTok will get a low rating. For example, TikTok provides awards and
compensation for the people who are performing well. To be a successful company, we
need to take care of the welfare and health of employees to ensure that they can provide
better services and output.

In a nutshell, Cialdini`s principle strategy an essential strategy for my career as a

content moderator in making digital existence important. This kind of principle can also help
me boost my performance to working as a content moderator in TikTok. I also increased my
accuracy when filtering the video. There would be a lot of benefits if we implemented
Cialdini`s principle in our life. Other than that, I also achieve my goals and Key Personal
Index (KPI). There are many methods to have a good performance depending on whether to
make it or not.
 SWOT ANALYSIS

STRENGTH WEAKNESS

 Adapt with updated policy  Poor internet connection

 Accuracy and Reliability  No direct communication
 Low motivation
 Be free from the responsibility of
hiring and training new content
moderators
 Partner with a company who has the
necessary tools and knowledge
ready
 Increase traffic & search engine
rankings
 protects your brand — and your
users.

OPPORTUNITIES THREATS

 Social media advertising  Mental health

 Possible leakage of company’s
 Salary
confidentiality
 Experience
 High probability of viral video
 Document reviews
STRENGTH