Advanced Metrics in Social Media MMC6936 · generation metrics, search data (SEO metrics), social...

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AdvancedMetricsinSocialMediaMMC6936Spring2017

InstructorsJaredPreusz,MSEmail:[email protected]|Phone:801.828.6462Twitter:@jpreusz|LinkedIn:https://www.linkedin.com/in/jaredpreuszAllieCassEmail:[email protected]|Phone:770-548-8010Twitter:@allisonjcass|LinkedIn:https://www.linkedin.com/in/allisonjcass

ContactEmailisthebestwaytocontacttheinstructorsofthiscourse.Studentsareencouragedtosendallemailstobothinstructorstoensurethatatleastonewillrespondwithin24hours.Additionally,thereisanopenQ&ADiscussionBoardinCanvaswhereyoushouldposegeneralquestionsthatyoufeelotherstudentsmaybenefitfrom,especiallyastheyrelatetolecturesandassignments.

OfficeHours:Youmaycontacteitheroftheinstructorsatanytimewithquestionsviaanyofthemeanslistedabove.Wewillmakeeveryeffortpossibletomeetwithyouatthemostconvenienttimepossible,whetherthatbeoneveningsorweekends.Pleaseallowupto24hoursforemailreplies.

InstructorBios:JaredPreusz,MS,hasbeenteachingattheUniversityofFloridasinceAugust2015andcurrentlyworksasaWebContentManagerforaFlorida-basedcompany,DigitalMediaSolutions.Heisalsoasocialmediaconsultantforavarietyofhighprofileclientsaswellassmallbusinesses.Inadditiontothiscourse,hecurrentlyteachesMMC6730,SocialMediaManagement,attheUniversityofFlorida.ProfessorPreuszbringsreal-worldexperiencetoMMC6936insubjectssuchassocialmediaROI,paidmedia/advertising,SEO,socialmediamanagement,leadgeneration,andwebanalytics.HecurrentlyresidesinSaltLakeCitywithhiswifeJanel,and3-year-oldson,Tommy.

AllisCassisaSr.Analystworkingacrosssocial,web,survey,andemaildata.ShehasworkedwithFortune500companiesacrossthecountryincluding,butnotlimitedto,thefollowing:NBCSports,SundayNightFootball,AppleiTunes,UPS,NikeWomen,TaxSlayerandCoca-Cola.Currently,sheworksinAtlantaatMoxie,afull-serviceadvertisingagencywithinthePublicisMediaGroupe.ProfessorCassbringsreal-worldexperienceandclientexamplestotheAdvancedMetricscourseinsubjectssuchasnativesocialandwebanalytics,benchmarkingandforecasting,measurementplanningandsociallistening.ShehasbeenteachingMMC6727,SocialMediaMetricsandEvaluation,atTheUniversityofFloridasinceFall2014.

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CourseWebsiteandLoginYourcourseisCanvas(UFe-Learning).Gotohttp://elearning.ufl.edu/.Clickthebluee-Learningbutton.LoginwithyourGatorLinkaccount.YourcoursewillbeintheCoursesmenuontheleftnavigation.Onyourfirsttimeloggingintothecourse,youmayhavetoclickAllCoursestofinditdependingonhowmanycoursesyouhavetakenatUF.

ContactUFHelpdeskhttp://helpdesk.ufl.edu/(352)392-HELP(4357)ifyouhaveanytroublewithaccessingyourcourse.

CourseDescription:Thiscourseprovidesstudentswiththeskillsnecessarytoorganize,measure,hypothesize,question,andactonwebandsocialmediadata.Sourcesofthedatawillincludewebandsocialanalytics,leadgenerationmetrics,searchdata(SEOmetrics),socialmediaoptimization,sociallisteningusingactionabletools,socialmediaROI,andpaidandearnedsocialmedia.Studentswillapplytheskillstheylearntocreateanadvancedwebandsocialmediametricsandevaluationplanforachosenclient.Thisplanwillbedesignedtoevaluateandestablishhigh-quality,data-drivenmetricsthataclientcanusetocreateactionableresults.Studentswillalsolearnhowtointerpretmetricsaswellasresultsforthemanagementpersonnelofaclient.AllstudentswhoenrollinthiscoursemusthavepreviouslycompletedtheMMC6727-SocialMediaMetrics&Evaluationcoursewithapassinggrade.ThisskillslearnedinMMC6727willprovideafoundationalskillsetthatstudentscantaketothenextlevelinthiscoursebyworkingonassignmentsfocusingonbenchmarkingandforecasting,socialmediaROI,leadgeneration,listening,andpaidandearnedsocialmedia.

CourseObjectives:Bytheendofthiscourse,studentswill:

• Analyzewebtrafficasitrelatestosocialmediatounderstandhowmuchtrafficsocialdrives• IdentifytheprinciplesofSEOandapplythemtooptimizewebandsocialmediaefforts• Establishsocialbenchmarksandconfidentlysetgoalsbasedonforecasting• ExplainhowtousecurrentwebanalyticstoolsandSEOtodeliversocialmediaROI• WriteBooleanqueriesforsociallisteningresearch;completesociallisteningbriefs• Conductsociallisteningresearchandcompilefindingsinacohesivereport• Createameasurementplanthatoutlinesapathforsuccessonsocialforbrands• Confidentlypresentanddeliverwebandsocialanalyticsfindingstomanagementpersonnel,

especiallythosethatmaynotbefamiliarwiththesubjectmatter• Analyzethestrengthsandweaknessesofsocialmediachannelsasadvertisingmediumsand

createasocialmediabuyingplanthatmakesthemostsenseforaclient• Workasateamtobringunderlyingcomponentsofanadvancedwebandsocialmediametrics

andevaluationplantoonefinalproject,whichwillbepresentedlive

CourseExpectations:This12-weekcoursewillrequireanextensiveamountofindividualaswellasgroupwork.Thecourseinstructorswillselectthegroupsduringweek1.AdditionalinformationongroupworkisprovidedonCanvas.Someassignmentswillrequirebothindividualworkandgroupwork.Therewillalsobeseveral

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assignmentsthatwillrequiretheentiregrouptoworktogethertoaccomplishcertaintasks.Duringweek1,eachgroupwillselectaclientthatwillbethefocusoftheireffortsinthecourse.Theclientcanbeacompanyastudentinthegroupiscurrentlyworkingfororacompanythatastudentinthegrouphasacloseconnectionwith.Theclientcouldalsobeanorganizationthatyouandyourgroupcanrealisticallypresenttoafterthiscourse.Iftheclientisacompanythatastudentinagroupworksfor,theworktheydointhecoursemustbeoutsidetheirnormalworkduties.Workingwithaclientwillprovideareal-worldopportunityforthestudentstomastertheirskillsandapplythemtoaFinalProject-anadvancedwebandsocialmetricsandevaluationplanforachosenclient.Thisplanwillbepresentedtotheinstructorsduringweek12ofthesemester.Studentswillwatchrecordedvideolecturesaswellascompletecourseassignments(quizzes,discussions,requiredreadings,etc.)eachweek.Studentswillapplywhattheylearninaweeklyquiz,discussionpostand/orassignmentprovidedonCanvas.Seethecoursescheduleattheendofthissyllabustoknowwhichweekswillrequireaquizandwhichoneswillrequireadiscussionpostorassignment.Theschedulealsodenoteswhentheassignmentisgroupworkorindividualwork.

Allstudentsareexpectedtocompleteworkontimeandparticipateinclassmaterialanddiscussionsinaprofessionalmanner,whilerespectingtheinstructorsandfellowstudents.ThesediscussionsarenotlimitedtotheCanvasshell,butallplatformsthatinvolvecoursework.

OwnershipEducation:Asgraduatestudents,youarenotpassiveparticipantsinthiscourse.AllstudentsinthisProgramhaveabackgroundinmarketing,advertising,publicrelations,journalism,orsimilarfields.Thisclassallowsyoutonotonlytakeownershipofyoureducationalexperiencebuttoalsoprovideyourexpertiseandknowledgeinhelpingyourfellowclassmates.TheCanvasshellwillhaveanopenQ&Athread(DiscussionBoard)whereyoushouldposequestionstoyourclassmateswhenyouhaveaquestionasitrelatestoanassignmentoranissuethathascomeupatwork.Yourclassmatesalongwithyourinstructorwillbeabletorespondtothesequestionsandprovidefeedbackandhelp.Thisalsoallowseveryonetogainthesameknowledgeinonelocationratherthantheinstructorrespondingbacktojustonestudent,whichlimitstherestoftheclassfromgainingthisknowledge.

GroupWork:Groupworkisamajorcomponentofthiscourse.Socialmediametricsandanalyticsprojectsintheworkplacewillrequiresocialmediaprofessionalstoworkwithothersconstantlyonmultipleprojects,sometimessimultaneously.Becauseofthis,groupworkinthiscoursewillprovideareal-worldexperiencethatwillpreparestudentsfordata-drivensocialmediacareers.

Duringweek1,instructorswilldividetheclassintogroupsbasedonsubmittedprofilesurveysinordertoensureamixofprofessionalskillsetsandpreferencesacrossallteams.ThesegroupswillworktogetherthroughoutthesemesterasnotedinthecoursescheduleofthissyllabusandtheweeklycoursematerialsinCanvas.Someassignmentswillbesubmittedindividually,whileotherswillbesubmittedasagroup.TheFinalProjectwillrequirecollaborativeworkamongallgroupmembersespeciallyaseachmemberwillberesponsibleforpresentingaportionoftheprojectduringthelivepresentation.Eachmemberwillfilloutaconfidentialpeerevaluationsheetforallgroupmembersandtheaggregateresultsoftheevaluationwillcounttoward10%offinalprojectgrade.

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GroupOverview:Allgroupmembersareexpectedtoberespectfulandconsiderateofothers.Eachgroupmemberisexpectedtocontributetoeveryprojectduringthesemester.Youshouldhaveaweeklymeetingwitheachofyourgroupmemberstodiscussassignments,projects,anddelegatetasks.Iftherearemajorissues,lettheinstructorsknow.

GroupContract:Allstudentsmustcompleteagroupcontractwithfellowmembersoftheirassignedteam.Thecontractisdesignedtobeabindingagreementofhowtheteamplanstocommunicateandtreateachotherduringthesemester.ThecontractwillbehousedonCanvasandmustbesigned,scanned,andsubmittedintheAssignmentssectionbySunday,duringweek1.Allteammembersareexpectedtosignthedocumentoncetermsareagreedupon.EachcontractmustthenbescannedandsentinonCanvas.

GroupCommunication:Eachgroupwillusethe“Skype”messagingandvideocallingappforthiscourse.Itisavailableasanappandthroughawebbrowser.Duringthefirstweekofthecourse,meetasagrouponSkypeassoonaspossibleeitherviamessagingoravideocall.Bothmessagingandvideocallingasagrouparefree.Youwillalsobeabletosharelinksandfiles,andcoordinatewithallgroupmembersatanytimethroughoutthecourse.Thiswillhelpallgroupmembersbeinformedofexactlythethingsthatwillneedtobecompletedeachweekandtokeeptrackofprogress.

TosetupSkype,youwillneedtodownloadittheappbyvisitingthissite:https://www.skype.com/en/download-skype/skype-for-computer/.

FollowalloftheinstructionstosuccessfullydownloadSkype.YouwillalsoneedtocreateaMicrosoftaccount,whichisfree.

Todoagroupmessagingorvideocall,visitthefollowingsitesforinstructionsbasedonyourcomputersystem:

Mac:https://support.skype.com/en/faq/FA10801/how-do-i-make-a-group-video-call-in-skype-for-mac

WindowsPC:https://support.skype.com/en/faq/FA10614/how-do-i-make-a-group-audio-and-video-call-on-skype-for-windows-desktop

Note:YouwillneedtheSkypeusernamesofeachmemberofyourgroup.SetupyourSkypeaccountASAPduringtheweek1ofthecourseandemailProfessorPreuszorProfessorCasswithyourSkypeusername.OneoftheprofessorswillthensendeachstudenttheSkypeusernamesofeachoftheirgroupmembersviaUFemail.

PeerEvaluation:Sincegroupworkisabigcomponentofthiscourse,allstudentswillbeexpectedtoevaluatetheirgroupmembersattheendofthesemesterviaaconfidentialpeerevaluationform.ThisevaluationformishousedinCanvasandwillbeworth10percentofeachstudent’sFinalProjectgrade.Theformwillhelptoidentifytheoverallparticipation,strengths,andweaknessesofeachgroupmember.Theinstructorswillthenusethepeerevaluationstodeterminethepeerevaluationgrade.

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ProcessforRemovingaGroupMember:Thefollowingprocedureisonlytobeusedinextremesituations:

Ifyouareconsideringremovingagroupmember,youmustfirstspeaktotheinstructorsabouttheissue.Theinstructorswillthenactasgroupmediatorstohelpthegroupmembersresolvetheissueinaprofessionalmanner.Ifthereisabsolutelynowaytorectifythesituation,thenthegroupmemberswouldcompletetheprocedurebelow.

Anon-productivegroupmemberisdefinedasamemberoftheteamwhodoesnotcontributetoprojectsand/orfailstocommunicatewithgroupmembersonaregularbasis.Inordertodocumentissues,groupsareencouragedtokeepnotelogsofissuesandexplainanyproblems.Theinstructorsshouldbemadeawareofanyconcernsasearlyaspossibleincaseinterventionisneeded.

Amemberonanyteammayberemovedfromthegroupeither–

- byunanimousvoteofthegroup,OR- atthediscretionoftheinstructor

AvotebythegroupmustoccurbyatleastWeek5ofthecourseandbereportedinwritingtotheinstructorsandtheaffectedstudent.Theaffectedstudentsmusttheneither–

- findanotherstudentgrouptoaccepthimorher,OR- completetheprojectsinthecourseontheirown

RequiredText:Thereisnorequiredtextbookforthiscourse.WeeklyreadingassignmentswillbeprovidedviaonlinelinksorattachmentsineachweeklymoduleinCanvas.

Prerequisiteknowledgeandskills:AllstudentswhoenrollinthiscoursemusthavepreviouslycompletedtheMMC6727-SocialMediaMetricscoursewithapassinggrade.TheskillslearnedinMMC6727willprovideafoundationalskillsetthatstudentscantaketothenextlevelinthiscoursebyworkingonassignmentsfocusingonbenchmarkingandforecasting,socialmediaROI,leadgeneration,listening,andpaidandearnedsocialmedia.

TeachingPhilosophy:SocialMediaareaskillsetnotlearnedovernightorinjustonecourse.Webelievethatpracticeandconstantexposurehelpstogrowtheseskillsandthiscourseisofferedtonotonlyexposestudentstoadditionalmetricsandpractices,buttoofferthemtheopportunitytodigintodataandseehowvaluableitcanbetooverarchingbusinessgoalsandobjectives.

Thiscoursewasdesignedwithgroupworkinmind,asworkingcollaborativelyacrossdisciplinesisafactoflife.Similartothegroupworktheinstructorshaveengagedintobuildthisco-facilitatedcourse,studentswillbeencouragedtoworkcollaborativelythroughouttheclasstocompleteassignmentsandmeetdeadlines.Itisimperativeallmemberspitchinasdisengagementwillbereflectedinqualityofworkandultimatelygrades.

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CoursePolicies:AttendancePolicy:Becausethisisanonlineasynchronouslydeliveredcourse,attendanceintheformofcallingrollwillnot

occur;however,studentsareexpectedtosignontothecoursesiteatleastonceeachday,Monday–

Friday,tocheckforcourseupdatesintheannouncementsanddiscussionsectionsofthesite.Students

willalsoberequiredtobeactiveparticipantsintheirgroupandwillbeexpectedtomeetwiththeir

groupmembersatleastonceaweekandevenseveraltimesaweekwhenneededtodiscussandwork

ongroupassignmentsaswellastheFinalProject.

LateWorkandMake-upPolicy:Deadlinesarecriticaltothisclass.Allworkisdueonorbeforetheduedate.Extensionsfordeadlineswill

onlybeforpreapprovedemergencies.Minorinconveniencessuchasfamilyvacationorminorillnessare

notvalidreasonsforextensions.

Unlessexcused,worksubmittedwithin24hoursaftertheduedatewillautomaticallybedeductedby

30%.Noworkwillbeacceptedpast24hoursaftertheduedate.Becauseyou’reworkingingroups,

timelinessiscruciallyimportant.

Issueswithuploadingworkforagradeisnotanexcuse.Ifstudentishavingtechnicaldifficultieswith

Canvas,thereareothermeanstosubmitcompletedwork.Studentmayemail.zipfilesorevenlinksto

DropboxfolderstoInstructorviaUFemail.Studentsshouldcompensatefortechnicaldifficultiesbynot

waitinguntilthelastminutetosubmitwork.

Technicalissuepolicy:Anyrequestsformake-upsduetotechnicalissuesMUSTbeaccompaniedbythe

ticketnumberreceivedfromLSSwhentheproblemwasreportedtothem.Theticketnumberwill

documentthetimeanddateoftheproblem.YouMUSTe-mailyourinstructorwithin24hoursofthe

technicaldifficultyifyouwishtorequestamake-up.ContactUFhelpdesk(352)392-HELP.

Emergencyandextenuatingcircumstancespolicy:Studentswhofaceemergencies,suchasamajor

personalmedicalissue,adeathinthefamily,seriousillnessofafamilymember,orothersituations

beyondtheircontrolshouldnotifytheirinstructorsimmediately.Studentsarealsoadvisedtocontact

theDeanofStudentsOfficeiftheywouldlikemoreinformationonthemedicalwithdrawalordrop

process:https://www.dso.ufl.edu/care/medical-withdrawal-process/.

Requirementsforclassattendanceandmake-upexams,assignments,andotherworkinthiscourseare

consistentwithuniversitypoliciesthatcanbefoundintheonlinecatalogueat:

https://catalog.ufl.edu/ugrad/current/regulations/info/attendance.aspx

CourseworkSubmissions:Ingeneral,mostcourseworkshouldbesubmittedthroughCanvasandwillbenotedinCanvasif

submissioniselsewhere.

• WeeklyQuizzes InCanvas

• DiscussionPosts InCanvas

• Assignments InCanvas

• FinalPresentation ViaAbodeConnect,PowerPointinCanvas

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Deadlines:Thisclass,likeothers,involvesmanydeadlines.Hereisareminder:

• WeeklyQuizzes 11:59PMESTWednesdays

• DiscussionPosts 11:59PMESTWednesdays

Note:SomeweekswillhavedifferentduedatesforDiscussionPosts,seeCourseSchedule• Assignments 11:59PMESTSundays

• Week9Presentation VariouspresentationtimeswillbeofferedinWeek9

• FinalPresentation VariouspresentationtimeswillbeofferedinWeek12

ThenewlecturestartsonMondays,asdoesanewweek.

Grading:Yourworkwillbeevaluatedaccordingtothefollowingdistribution:

• WeeklyQuizzes 15%

• DiscussionPosts* 15%

• Assignments 30%

• FinalPresentation 30%

• PeerEvaluation** 10%

• TotalGrade: 100%

*PeerReactionsaresubmittedasDiscussionPosts,in-lineasthreadedresponses.Thisgradewillbe

factoredintotheDiscussionPostgrade,andcollectivelywillcountfor15%ofoverallgrade.

**PeerEvaluation:eachstudentwillcompleteapeerevaluationformratingeachmemberoftheir

groupbasedonperformanceandcontributiontoallcourseworkthroughoutthesemester.

Thefinalgradewillbeawardedasfollows:

A 100% to 93%

A- <92% to 90%

B+ <89% to 87%

B <86% to 83%

B- <82% to 80%

C+ <79% to 77%

C <76% to 73%

C- <72% to 70%

D+ <69% to 67%

D <66% to 63%

D- <62% to 60%

F <59% to 0%

Thegradeof92.62isanA.Thegradeof92.34isanA-.Whenthegradefallsata.5,wewillcarrythe

gradetothenextdecimalpointforroundingpurposes.

CurrentUFgradingpoliciesforassigninggradepoints:

https://catalog.ufl.edu/ugrad/current/regulations/info/grades.aspx

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CourseandAssignmentDetailsWeeklyLectures:TheinstructorswillpostarecordedvideolecturetoCanvasfor11ofthe12weeksandoneadditionalvideothatreviewsthesyllabus,offeringarobustintroductiontothecourseandcoveredmaterialduringweek1.Thesevideoswillvaryinlengthdependingonthematerial.Itisyourresponsibilitytowatcheachofthevideos.

Althoughitispossibletowatchthepre-recordedvideolecturesatanytimeandatanypace,keepingupwiththevideosweektoweekaccordingtotheschedulewillbeeasierasmanybuildoffofeachotheralongwiththeweeklyreadings.

Quizzes:Someweeksyouwillbeaskedtotakeaquiztotestyourknowledgeoftheweek’scoursematerial(lectures,videos,readings).Thesequizzeswillbemultiple-choice.

DiscussionPosts:Someweekswillrequireadiscussionpost.Eachdiscussionpostwillneedtomeetthewordlimitrequirementasnotedineachdiscussionposts’pageinCanvas.SubmissionsshouldprovideadetailedanalysisbasedonthecoursematerialandotherreadingsforthatweekasdetailedinCanvas.DiscussionpostscanbefoundintheCourseSchedulesectionofthissyllabusaswellasonCanvas.Peerreactionsareclassifiedasdiscussionpostsasitisaresponsein-linetothethreadeddiscussions.Thereisaseparaterubricforpeerreactionsasnotedbelow.

DiscussionPostRubric: 100-93

Excellent

92-84

Good

83-80

Satisfactory

79-70

Poor

Lessthan70

Unsatisfactory

Content–30%

Includesallcomponentsofassignmentandprovidesadequatecontextforsupport.

Includesallcomponentsofassignmentbutonlyofferssomepointsofcontextforsupport.

Includesmostcomponentsofassignmentandonlyofferssomepointsofcontextforsupport.

Includesmostcomponentsofassignmentbutdoesnotprovideanycontextforsupport.

Missingcomponentsofassignmentanddoesnotprovideanycontextforsupport.

Insights–30%

Insights,observations,and/orrecommendationsarecompellingandwellthoughtout.

Insights,observations,and/orrecommendationsaresomewhatcompellingandwellthoughtout.

Insights,observations,and/orrecommendationsareobviousbutnotcompellingorfullythoughtthrough.

Insights,observations,and/orrecommendationsareunclearandhardtounderstand.Lackofclarity.

Insights,observations,and/orrecommendationsareunclearandnotfullythoughtthrough.Lackoffocusand

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understanding.

Length–

20%

Meetslength

requirementsand

effectively

communicates

ideaswithin

specifiedrange.

Meetslength

requirementbut

exceedsword

count.Excess

wordsdonottake

awayfrom

effectivenessof

assignment.

Meetslength

requirementbut

exceedswordcount

sothatcontentis

noteasily

digestible.

Meetslength

requirementbut

exceedswordcount

inawaythat

detracts

assignment

effectiveness.

Doesnotmeet

minimumlength.

Mechanical

–20%

Freeofall

grammar/spelling

errors.

Freeofmost

grammar/spelling

errors.Theremay

beawordortwo

misspelled.

Freeofmost

grammar/spelling

errorsbutthereare

glaringtyposthat

begintodetract

assignment

credibility.

Several

grammaticalerrors

aremade

throughoutthe

assignment.

Several

grammaticalerrors

aremade

throughoutthe

assignment,so

muchthatit

detracts

assignment

credibility.

DiscussionPost1,SocialAudit&DiscussionPost2,WebAudit(forClient)• Eachstudentwillconductasocialandwebaudit(individualwork,separateposts,separate

weeks)fortheirgroup’smutuallyagreeduponclient,eachtobeuploadedasaDiscussion

Postof600-800wordstoCanvas.

• Youmustusenativeanalyticsforsocialchannels,asdemonstratedinMMC6727andeither

GoogleAnalyticsorSimilarWebforwebanalytics.SimilarWebisafreetooldiscussedin

Week2lecturematerial.Ifyouarehavingtroubleaccessingnativesocialanalytics,please

reachouttotheinstructors.

• Studentswillalsocompleteapeerreactionofafellowstudentforeachdiscussionpost

(separaterubricbelow).

• Theauditsmustincludethefollowingcomponentsbutdoesnothavetofollowthebulleted

listformat:

o DiscussionPost1:SocialAudit(week1)§ ProfileInformation

• BrandNameandURLstoeachsocialchannel

§ Postingfrequency

• Howoftenisthebrandpostingacrosseachsocialnetwork?Does

thisdifferacrosschannel?

§ Followercount

• Howlargeisyourclient’ssocialfootprint?Takeintoaccountall

activesocialpresences

§ Channelspecificmetrics

• Forexample:engagement,clicks,videoviews,etc.

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§ Branding

• Describethelookandfeelofeachsocialchannel?Isit

consistent/inconsistentacrossthesechannels?How?

o DiscussionPost2:WebsiteAudit(week2)§ WebsiteURL§ Branding

• Describethelookandfeelofthewebsitewithdetailsconcerning

userexperienceandflowofpages;doesitmatchthesociallookand

feel?• HELPFULTIP:referencerequiredreadingsforcomponentsyou

shouldconsiderforinclusioninyouraudit§ Channelspecificmetrics

• Forexample:trafficsource,totalvisits,bouncerate,etc.

§ Referraltrafficbreakdown• Includedetailsonsocialtrafficanddenotewhereisitcomingfrom

specificallyo PeerReactions(week1and2)

§ Eachstudentwillprovideapeerreactiontoonestudent’ssubmissionfor

DiscussionPosts1and2.Thisdoesnothavetobethesamestudenteach

week.Seerubricbelow.

PeerReactionRubric(DiscussionPostsduringWeeks1,2,5,10)ChooseONEofyourclassmate’spostsandprovideareactionbyrespondingtotheirpostviathereply

functioninCanvas.Yourreactionshouldbeatleast100-150wordsandprovidemeaningfulinsighttoyourpeer’sDiscussionPost.Thismayrequireyoutodosomeadditionalresearch.Simplycommenting

andcomplimentingyourclassmateisnotsufficientandpointswillbedeductedfromyourgradeifyou

donotcontributeyourowninsights.

Whileitisnotmandatorythatyoucommentonassignmentsthathavenotalreadybeencommentedon,

itdoeshelpthelearningprocessifeveryonecanreceiveequalengagement.However,ifthereare

studentswhocompletetheirassignmentslate,thisbecomesimpossible.So,pleasemakeeveryeffortto

completeyourassignmentsontimesothateveryonehasanequalchancetointeractandlearnfrom

eachother.

EventhoughyouwillonlyreceivecreditforyourONEPeerReaction,youareencouragedtoreplyandengagewithallofyourclassmatesviatheseassignments.Thisisawonderfulopportunityforyouto

learnfromeachotherandgleaninsightinawayyoumightnototherwisebeableto.Thestudentswho

takethetimetoexploreotherstudents’submissionsalwayslearnthemostandaremostsatisfiedwith

theirskillsetattheofthecourse.

100-93

Excellent

92-84

Good

83-80

Satisfactory

79-70

Poor

Lessthan70

Unsatisfactory

Insights–

50%

Includesquality

insightsthat

provide

Includesquality

insightsthat

providesomewhat

Includesobvious

insightsthat

providemeaningful

Includesobvious

insightsthatarenot

Doesnotinclude

insights.Simply

congratulatespeer

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meaningfulcontextforsupport.

meaningfulcontextforsupport.

contextforsupport. verymeaningful. onajobwelldone.

Length–25%

Meetslengthrequirementsandeffectivelycommunicatesideaswithinspecifiedrange.

Meetslengthrequirementbutexceedswordcount.Excesswordsdonottakeawayfromeffectivenessofassignment.

Meetslengthrequirementbutexceedswordcountsothatcontentisnoteasilydigestible.

Meetslengthrequirementbutexceedswordcountinawaythatdetractsassignmenteffectiveness.

Doesnotmeetminimumlength.

Mechanical–25%

Freeofallgrammar/spellingerrors.

Freeofmostgrammar/spellingerrors.Theremaybeawordortwomisspelled.

Freeofmostgrammar/spellingerrorsbutthereareglaringtyposthatbegintodetractassignmentcredibility.

Severalgrammaticalerrorsaremadethroughouttheassignment.

Severalgrammaticalerrorsaremadethroughouttheassignment,somuchthatitdetractsassignmentcredibility.

Assignment1–BenchmarksandForecastingSocialData

o EachstudentwillsubmitanExcelfilefollowingthetemplateprovidedinCanvasthatwillinclude1yearofhistoricaldatauniquetohis/herclientinwhich6monthsofforecastedprojectionswillbemadefor3identifiedKPIs(youmaychooseyourownorfollowtheexamplesfromlecture).

o YouwillneedtosetbenchmarksforeachKPIaswell,asdemonstratedduringtheweeklylecture.

o The1yearofhistoricaldatashouldbefromyourmutuallyagreeduponclient,identifiedduringweek1.Studentsmustworkindividuallyonthetemplatetoshowindividualunderstandingoftheprocess,thoughgroupmemberswillbeworkingwiththesamesetofdata.

o In300-600words,provideawrittenanalysisofwhatthebenchmarksandforecastedprojectionsmean.Discusshowyouareabletosetgoalsbasedonprojectionsandmeasureperformancebasedonbenchmarks.Considerprovidingrecommendationsforhowyouwillmeetthesegoals.

Assignment1Rubric 100-93

Excellent

92-84

Good

83-80

Satisfactory

79-70

Poor

Lessthan70

Unsatisfactory

Content–40%

ExcelTemplate

Providesentireyearofhistoricaldata.Forecastedprojectionsaremadefor6monthsout.Allbenchmarksare

Historicaldataisincludedbutnotfortheentiretimerangerequired.Forecastedprojectionsaresetforallmonths.All

Historicaldataisincludedbutnotfortheentiretimerangerequired.Forecastedprojectionsaresetforsomebutnotall

Historicaldataisincludedbutnotfortheentiretimerangerequired.Forecastedprojectionsaresetforsomebutnotall

Historicaldataismissingthroughout.Projectionsarenotforecasted.Benchmarksarenot

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set. benchmarksare

set.

months.Onlysome

benchmarksare

set.

months.Missing

benchmarks.

set.

Accuracy–

30%

Excel

Template

Allforecasted

projectionsand

benchmarksare

accurate.There

maybeoneortwo

inaccurate

numbers.

Alltomost

forecasted

projectionsand

benchmarksare

accurate.There

areahandfulof

inaccurate

numbers.

Mostforecasted

projectionsand

benchmarksare

accuratebutthere

areseveralwhich

areinaccurate.

Mostforecasted

projectionsand

benchmarksare

inaccurate.

Majorityof

forecasted

projectionsand

benchmarksare

inaccurate.

Quality&

Length–

20%

Written

Analysis

Meetslength

requirementsand

effectively

communicates

ideaswithin

specifiedrange.

Meetslength

requirementbut

exceedsword

count.Excess

wordsdonottake

awayfrom

effectivenessof

assignment.

Meetslength

requirementbut

exceedswordcount

sothatcontentis

noteasily

digestible.

Meetslength

requirementbut

exceedswordcount

inawaythat

detracts

assignment

effectiveness.

Doesnotmeet

minimumlength.

Mechanical

–10%

Written

Analysis

Freeofall

grammar/spelling

errors.

Freeofmost

grammar/spelling

errors.Theremay

beawordortwo

misspelled.

Freeofmost

grammar/spelling

errorsbutthereare

glaringtyposthat

begintodetract

assignment

credibility.

Several

grammaticalerrors

aremade

throughoutthe

assignment.

Several

grammaticalerrors

aremade

throughoutthe

assignment,so

muchthatit

detracts

assignment

credibility.

Assignment2–SocialMediaROIReportEachgroupwillneedtocreatea2-3pageoutline,addressingthefollowingitemsaboutsocialmediaROI

inregardstotheirclient:

• DefinesocialmediaROIinrelationtoyourclient.Thisshouldbeashortstatementorparagraph

detailinghowyourgroupwillexplainsocialmediaROIandhowitcanbedeterminedinregards

toyourclient.Itshouldreadlikeanelevatorpitch.

• Createalistofatleast3-4socialmediagoalsandalistof3-4socialmediaKPIsforeachgoal.For

example,ifyourgoalwastoincreaseengagement,yourKPIsmightbe:Likes,shares,comments,

andmentions.ThelistofgoalsandKPIsmustbeabulletedlist.

• ProvidearationalesectionbelowyourbulletedlistexplaininghoweachsocialmediaKPIyou

outlinedwillhelpyoutosuccessfullyachieveitsassociatedgoal.

13

• Selectatleast1-2toolsthatyouplantousetohelpvalidateyourROIandprovideabriefrationaleforeachtoolyouareproposing.

Thepaperwillneedtobeturnedinasa2-3pageMicrosoftWorddocumentinCanvasbySunday,January29at11:59p.m.ET.


Excellent

92-84

Good

83-80

Satisfactory

79-70

Poor

Lessthan70

Unsatisfactory

Content–30%

Includesallcomponentsoftheassignmentandprovidesadequatecontextforsupport.





Insights–30%





Insights,observations,and/orrecommendationsareunclearandnotfullythoughtthrough.Lackoffocusandunderstanding.

Length–20%






Mechanical–20%






14

DiscussionPost3–LeadGeneration–Week5Selectaleadgenerationeffortdiscussedinthelectureandreadingsforthisweekanddothefollowing:

• Titleyourdiscussionpostwiththenameoftheleadgenerationeffort.

• Answerthefollowingquestionsin300-500words:

o Giveabriefoverviewofwhattheleadgenerationeffortisandhowitworks.

o Whatmakesthisleadgenerationeffortsounique?

o Howcouldthisleadgenerationeffortbenefityourclientinthecourse?Arethereany

challengesyourclientmayexperiencebyusingthisleadgenerationeffort?Ifso,explain.

Eachstudentwillprovideapeerreactiontoonestudent’ssubmissionforthisdiscussionpost.ThePeerReactionrubricandtheDiscussionPostRubricareincludedinthissyllabus.ThediscussionpostisavailableonthecoursesiteinCanvas.

Assignment3–LeadGeneration&EvaluationPlanEachgroupwillidentifyatleast5differentleadgenerationopportunities,provideabriefrationalefor

each,andestablish1-2metricsthatwillbeusedtoevaluatethesuccessofeachleadgenerationeffort.

Thisreportwillneedtobeatleast3-5pages,inaMicrosoftWorddocument.Eachleadgeneration

opportunitywillneedtohaveaparagraphofabout100-150wordsinrationaletosupportwhythat

opportunityshouldbepursuedandhowitwillbenefittheclient.

TheassignmentwillneedtobesubmittedintheAssignment3sectionofCanvasnolaterthanSunday,February5by11:59p.m.ETtoreceivefullcredit.


Excellent

92-84

Good

83-80

Satisfactory

79-70

Poor

Lessthan70

Unsatisfactory

Content–

30%

Includesall

componentsof

assignmentand

providesadequate

contextfor

support.

Includesall

componentsof

assignmentbut

onlyofferssome

pointsofcontext

forsupport.

Includesmost

componentsof

assignmentand

onlyofferssome

pointsofcontext

forsupport.

Includesmost

componentsof

assignmentbut

doesnotprovide

anycontextfor

support.

Missing

componentsof

assignmentand

doesnotprovide

anycontextfor

support.

Insights–

30%

Insights,

observations,

and/or

recommendations

arecompellingand

wellthoughtout.

Insights,

observations,

and/or

recommendations

aresomewhat

compellingand

wellthoughtout.

Insights,

observations,

and/or

recommendations

areobviousbutnot

compellingorfully

thoughtthrough.

Insights,

observations,

and/or

recommendations

areunclearand

hardtounderstand.

Lackofclarity.

Insights,

observations,

and/or

recommendations

areunclearandnot

fullythought

through.Lackof

focusand

understanding.

15

Length–20%






Mechanical–20%






Assignment4–OptimizationandOutreachPlanWorkingingroups,studentswilluseSEMRush-https://www.semrush.com/-tocompileanOrganicSearchDataReportandanOutreachPlanfortheirclient’swebsite.EachgroupwillneedtouseaprovidedExcelspreadsheettemplate,whichcanbefoundintheWeek5moduleonCanvas.

OrganicSearchDataReport:

TheOrganicSearchDataReportmustcontainnumbersforthefollowingusingSEMRush:

• OrganicSearchMonthlyTraffic:Listtheestimatenumber• PaidSearchMonthlyTraffic:Listtheestimatenumber• Backlinks:Listtheestimatenumber• TopOrganicCompetitors:Listatleast3-5ofthetopcompetitors• TopOrganicKeywords:Listthetop3-5organickeywords

OutreachPlan:

OncethenumbersarecompiledintheOrganicSearchDataReportabove,eachgroupwillthenneedtousetheWordtrackertool-https://app.wordtracker.com/-toidentifyalistof5possiblekeywordsnotinthetoporganickeywordslistabovefortheirclientthatwillopennewopportunitiesontheirblogandsocialmediachannels.Foreachkeyword,createalistofwhereeachkeywordwillbeused.Youmustlistatleast1-2socialmediachannelsforeachkeyword.Youcanhaveanywherefrom1-5differentplatformsofwhereeachkeywordcanbeused.

Inadditiontothekeywordlist,eachgroupwillneedtolistatleast3-5outreachprospectsthatwillhelpgeneratemorebacklinksaswellasexposuretotheirclient’swebsiteandsocialmediachannels.

16

Eachgroupmustalsocreatealistof3-5toolstheywillusetoreachouttoprospects.Atleast1ofthesetoolsmustinvolvesocialmediainsomeway.

OnestudentfromeachgroupwillneedtosubmittheMicrosoftExcelspreadsheetintheAssignment4sectioninCanvasbySunday,February12at11:59p.m.ET.


Excellent

92-84

Good

83-80

Satisfactory

79-70

Poor

Lessthan70

Unsatisfactory

Content–50%

Providesallofthecomponentsofthe

organicsearchdatareportandoutreachplan.The

grouphassuccessfullyfilled

inallofthesectionsofthetemplate.Works

showsthemaximumeffort

possibleasagrouptocompletetheassignmentandto

makeitprofessional.

Dataisprovidedformostlyall

sectionsoforganicsearchdatareportandtheoutreach

planofthetemplate.There

areafewareaswherethegroupismissingdataor

thereareafewsectionsthatare

changedorunclear.

Dataisprovidedforsome,butnotallof

thesectionsoftheorganicsearchdatareportand/orthe

outreachplanofthetemplate.

Dataismissingorisunclearinseveral

areasoftheorganicsearchdatareportand/oronthe

outreachplanofthetemplate.

Dataismissingonmorethanhalfof

thetemplate.Minimaleffortasagroupisshownand

theassignmentisincompleteand

unprofessional.

Accuracy–40%

Alldataand

informationpresentedis

accurateandusesdatafromSEMRushand

Wordtracker.

Mostlyallofthe

dataandinformationinthe

templateisaccurate.Therearejustafew

inaccuratenumbersor

numbersthatmaybetoooverestimatedor

overgeneralized.

Mostofthedata

andinformationinthetemplateis

accurate,butthereareseveralwhichareinaccurate.

Mostofthedata

andinformationinthetemplateis

inaccurate.

Amajorityofthe

dataandinformationinthe

templateisinaccurate.Thedatapresentedis

eitherguessedorSEMRushand/or

Wordtrackerwereusedminimallyornotatalltoobtain

theinformation.

Mechanics–10%

Freeofall

grammar/spelling

Freeofmost

grammar/spellingerrors.Theremay

Freeofmost

grammar/spellingerrorsbutthereare

Several

grammaticalerrorsaremade

Several

grammaticalerrorsaremade

17

errors. beawordortwo

misspelled.

glaringtyposthat

begintodetract

assignment

credibility.

throughoutthe

assignment.

throughoutthe

assignment,so

muchthatit

detracts

assignment

credibility.

Assignment5–SocialListeningBriefandSocialListeningReport• Part1:Asagroup,filloutsociallisteningbriefwithyourclientinmind

• Part2:Asagroup,compileaSocialListeningReport,rangingfrom5-7slides,usingfreetools,

Buzzsumoand/orKeyhole.Ifyouhaveanotherpreferredsociallisteningtool,youarewelcometowritetheinstructorforpermissiontouseinstead.

o ReportCriteria–chooseonehypothesis/themeidentifiedinthesociallisteningbriefto

gatherandcompiledata.Includethefollowingkeymetrics:

§ Volume

§ ReachorImpressions

§ Influencers

§ Sources

§ Sentiment

§ TopPosts

o Choosethemostactionablefindingstoreportingraphsand/ortables.Titleeachpage

anduselegends/datalabelswhenappropriate.

o Includewrittenanalysishighlightingyourkeyfindingsinasentenceortwo.Keepit

simple–youdon’twantyouraudiencetogetlostingraphsormoundsoftext.

o Becreative!IfgraphsfromtoolsorExceldonotcommunicateyourfindingsinthebest

ways,useothertools(Photoshop,InDesign,etc.).


Excellent

92-84

Good

83-80

Satisfactory

79-70

Poor

Lessthan70

Unsatisfactory

Content–

30%

Includesall

componentsof

assignmentand

providesadequate

contextfor

support.

Includesall

componentsof

assignmentbut

onlyofferssome

pointsofcontext

forsupport.

Includesmost

componentsof

assignmentand

onlyofferssome

pointsofcontext

forsupport.

Includesmost

componentsof

assignmentbut

doesnotprovide

anycontextfor

support.

Missing

componentsof

assignmentand

doesnotprovide

anycontextfor

support.

Insights–

30%

Insights,

observations,

and/or

recommendations

arecompellingand

Insights,

observations,

and/or

recommendations

aresomewhat

compellingand

Insights,

observations,

and/or

recommendations

areobviousbutnot

compellingorfully

Insights,

observations,

and/or

recommendations

areunclearand

hardtounderstand.

Insights,

observations,

and/or

recommendations

areunclearandnot

fullythought

through.Lackof

18

wellthoughtout. wellthoughtout. thoughtthrough. Lackofclarity. focusandunderstanding.

Length–20%






Mechanical–20%






Assignment6–MeasurementPlan• MeasurementPlan

o Asagroup,compileameasurementplanforyourclientfollowingtheprovidedPowerPointtemplateasastartingguide(reviewedduringlecture).Youwillneedtobuilduponthetemplateexample.

§ UsingtheKPIsidentifiedinAssignment1,listoutthemetricsaccordingly.• EachmemberofthegroupidentifiedKPIsontheirown,sothisisyour

opportunitytotalkaboutwhatisimportanttoyourclientamongthegroupandcollectivelydecidehowyouwillmeasureperformance.

§ AlignyourKPIsbacktogoalsandobjectivesofyourclient,againdecidingwhatismostimportanttoyourclientasagroup(recallthegoalsyouestablishedduringweek4whenROIwasdiscussed).

§ HELPFULTIP:YouwillnotincludeeverysingleKPIormetricthatisdiscussedinlectureorlistedintemplate;onlychoosethosethatladderuptoyourgoalsandobjectives.

o Mustincludebenchmarksforidentifiedmetricsasreferencepoint(re:Assignment1;thesehavealreadybeencreated).

o Mustidentifyifmeasurementplanisforaspecificcampaignorsettimeperiod(endofyeargoals,quarterlygoals,etc.).

o MeasurementPlanwillrangefrom5-7slides(PowerPoint)andshouldincludemethodology,goals,objectivesandsuccessmetrics(KPIs,benchmarks)

19

§ Don’tforgettotellastorywiththemeasurementplan.Thisshouldnotjustbeatablewithnumbersandmetricslistedout.Makesuretoprovidecontextthatexplainswhyyouaremeasuringwhatyouareandhowyouhavechosenyoursuccessmetrics.ThiscontextshouldcomeintheformofwrittenanalysisontheslidesofyourPowerPoint.


Excellent

92-84

Good

83-80

Satisfactory

79-70

Poor

Lessthan70

Unsatisfactory

Content–30%






Insights–30%






Length–20%






Mechanical–20%






20

Assignment7–LivePresentation• LivePresentation

o Studentswillpresentmeasurementplantotheirclient.Forthepurposeofthis

assignment,theinstructorwillactastheclient,butthestudentswillconductthisread

outasalivemeeting/conferencecall.

§ Studentswillberesponsibleforallcommunicationpiecesandmustbeableto

deliveronconferencecallsetup,WebExorscreenshare.Poise,deliveryand

flowofpresentationwillbeevaluated.

§ AdobeConnectwillbeavailableforstudentswhodon’thaveaccesstoaweb

sharingtool.Besuretocoordinatewithinstructorbeforehandifyouare

providingyourownscreenshare.

§ Onestudentshouldnotberesponsiblefordeliveringthepresentationandall

membersshouldbepresent.Everymembermustspeakduringthispresentation

asthisisagroupinitiative.

Studentswillsignupduringdesignatedtimestomeetwithinstructorandpresentthemeasurement

plancreatedbythegroupduringthepreviousweek.


Excellent

92-84

Good

83-80

Satisfactory

79-70

Poor

Lessthan70

Unsatisfactory

Execution–

30%

Thereareno

technical

difficulties.

Thereareno

technical

difficulties,with

theexceptionof

oneortwo

hiccups.

Technical

difficulties

comeupbut

studentsare

ableto

troubleshootin

realtime.

Technical

difficulties

comeupand

studentsare

notableto

troubleshoot

inrealtime.

Technical

difficulties

preventthe

reviewfrom

happening.

Preparation–

30%

Itisevident

studentshave

preparedforthe

review,speaking

knowledgeably

aboutthedata.

Studentspassthe

balltooneanother

effortlessly.

Studentsare

mostly

knowledgeable

butthereare

somewhofailto

showsolid

understandingof

materialtheyare

presenting.

Studentspassthe

balltoone

another

effortlessly.

Studentsare

mostly

knowledgeable

butthereare

somewhofail

toshowsolid

understanding

ofmaterialthey

arepresenting.

Studentshave

issuespassing

theballtoone

another.

Mostof

studentsare

not

knowledgeable

ofmaterial

theyare

presenting.

Thereis

trouble

passingthe

ballfrom

studentto

student.

Grouptalksover

oneanotherand

doesnotspeak

knowledgeably

aboutthedata.

Theyarenotable

tosuccessfully

passtheballto

oneanother.

21

Poise–20% Studentsdonotrambleandareveryarticulateintheirdelivery.

Studentsaremostlyarticulateandonlystumbleoverwordsonceortwiceduringentirepresentation.

Studentsaremostlyarticulatebutbegintoramble,somuchthatitisnoticeablebutdoesn’tnecessarilytakeawayfromthepresentation.

Studentsramble,somuchthatitisnoticeableandbeginstotakeawayfromthepresentation.

Studentsramble,repeatselves,orconstantlyusestallworkssuchasum,and,orso.

Completion–20%

Allstudentsshowupforreviewandparticipateinpresentation.

Allstudentsshowupforreviewandallbutoneortwoparticipateinpresentation.

Notallstudentsshowupforreviewbutthosewhodoeachparticipateinpresentation.

Notallstudentsshowupforreviewnordoallparticipateinpresentation.

Majorityofstudentsdonotshowupforreviewandpresentationisdeliveredoneperson.

DiscussionPost4–SocialMediaBuyingTools–Week10SelectonesocialmediabuydiscussedintheWeek10lectureandreadings,anddothefollowing:

• Titleyourdiscussionpostwiththenameofthesocialmediaadvertisingbuyyouselected.• Answerthefollowingquestionsin300-500words:

o Giveabriefoverviewofwhatthesocialmediabuyisandhowitworks.o Whatmakesthisbuysounique?o Howcouldthissocialmediabuybenefityourclientinthecourse?Arethereany

disadvantagesthatyourclientcouldexperiencebyusingthisbuy?Ifso,explainwhy.o ProvidetheURLtotheofficialsourceofthesocialmediabuy.Example:Ifyou’re

discussingFacebookAds,youwillwanttousethisURL:https://www.facebook.com/business/products/ads

• Eachstudentwillprovideapeerreactiontoonestudent’ssubmissionforDiscussionPost4.PeerReactionrubricandtheDiscussionPostRubricareincludedinthissyllabus.DiscussionPost4isavailableonthecoursesiteinCanvas.

Assignment8–SocialMediaBuyingPlanEachgroupwillneedtoidentifyatleast5potentialadvertisingbuysfortheirclientfromthelistofpaidsocialmediaoptionsonthe“GuidetoPaidSocialMediaOptions”PDF:http://www.postcontrolmarketing.com/wp-content/uploads/2016/11/FreeGuideToPaidSocialMediaOptions.pdf.

22

Adetailedrationalewillneedtobeprovidedforeachproposedadvertisingbuyaswellasaproposedmonthlybudgetforeachadbuy.Themostrecommendedadbuyswillneedtobelistedfirst.Intherationaleforeach,detailsofwhytheclientshouldspendtheallottedbudgetforeachmustbeexplainedandinstructionalinformationmustbeprovidedaswellforeachadbuysotheclientwillunderstandwhytheyshouldspendthemoney.

Onestudentfromeachgroupwillneedtoturnintheassignmentasa3-5pageMicrosoftWorddocumentnolaterthanSunday,March12by11:59p.m.ESTtoreceivefullcredit.Pleasemakesurenamesofallgroupmembersarelistedonthesubmission.


Excellent

92-84

Good

83-80

Satisfactory

79-70

Poor

Lessthan70

Unsatisfactory

Content–30%






Insights–30%






Length–20%






Mechanical–20%





Severalgrammaticalerrorsaremadethroughouttheassignment,somuchthatitdetractsassignment

23

credibility.

Assignment9–SocialMediaDataBudgetUsingthebudgettemplateprovidedintheWeek11moduleinCanvas,worktogetherinyourgrouptocreateabudgetdetailingthecostsofalloftheeffortsyouhaveproposedforyourclientduringthesemester.Makesuretoincludethecostsofthefollowingeffortsandanymetricsassociatedwitheach:

• Leadgenerationstrategies–giveaways,whitepapers,ebooks,etc.• SEOandsocialoutreach• Socialmediaadsandpaidplacements• Metrictools–anypaidplatformstomeasureandevaluatesuccessaswellasthecostofcreating

theefforts• Evaluationefforts

Eachcostneedstobeaseparatelineitemonyourbudget.Researchwillneedtobeconductedtodeterminetheactualcostforeachlineitem.

ThisassignmentwillneedtobeturnedinasanExcelspreadsheetyourFinalProjectduringWeek12.PleaseseetheFinalProjectsectionofthissyllabusformoreinformationandduedates.

FinalProject:SocialMediaDataPresentationYourfinalprojectinthiscoursewillbeagrouplivepresentationofameasurementandevaluationplanforyourclient.Thisplanwillprovideananalysisofthecurrentperformanceoftheclientonlineandonsocialmedia.Itwillalsooutlinekeyimprovementsthatneedtobemadeaswellaswhichmetricsandplanstheclientshouldsetgoingforward.

ThepresentationwillbedeliveredliveviaAdobeConnectandyoualongwitheachmemberofyourgroupwillneedtopresentyourresults.Seethelistbelowforalistofrequirements:

PowerPoint/Content

• PowerPointpresentationwithminimumof15andamaximumof20slides• YouarerequiredtousethePowerPointtemplateprovidedonthemainpageoftheCanvas

coursewebsitetoensureyourgroup’sPowerPointisformattedcorrectly.• YourpresentationwillincludethefollowingslidesasoutlinedinthePowerPointtemplate:

o SLIDE1:Titleslide:Includethenameofyourpresentation,client’sname,andthenamesofthepresenters.Treatthisasarealclientpresentation.Donotincludethecoursename.

o SLIDE2:Agenda:Brieflyoutlinethekeypointsyou’llgooverinthepresentationo SLIDE3:Webandsocialmediaauditfindings:Brieflyoutlinethekeyfindingsfromyour

webauditandsocialmediaaudit.o SLIDE4:Benchmarks&Goals:Outlinethebenchmarks/goalsyouhavesetforyour

client.

24

o SLIDE5:SocialmediaROI:DefinesocialmediaROIinrelationtoyourclientandlistthetopthreegoalsandatleastthreesocialmediaKPIsforeachgoal.

o SLIDE6:Leadgenerationideasandsuccessmetrics:OutlineatleastTHREEleadgenerationideasforyourclientaswellasatleastonemetricforeachthatwillhelpmeasuresuccessofeachleadgenerationeffort.

o SLIDE7:OrganicSearchDataReport:IncludethenumbersinyourspreadsheetfromAssignment4tocompilethefollowing:

§ OrganicSearchMonthlyTraffic§ PaidSearchMonthlyTraffic§ Backlinks§ TopOrganicCompetitors§ TopOrganicKeywords

o SLIDE8:SocialMediaOutreachPlan§ NewKeywordstoRankOn:Listatleast3-5keywords§ ProspectList:List3-5prospects

o SLIDE9:Optimization&OutreachTools:Listatleast3-5toolsyouplantouseforyouroptimizationandoutreachefforts.

o SLIDE10:SocialListeningMetrics:Brieflyoutlinethefollowingmetricsfromyoursociallisteningreport:

§ Volume§ Reachorimpressions§ Sources§ Sentiment§ TopPosts

o SLIDE11:Measurementplan:Brieflyoutlinethesuccessmetricsyoucreatedfromyourmeasurementplan.

o SLIDE12:Socialmediabuyingplan:Listatleast5socialmediaadsyouplantopurchasethatwilldrivetrafficandengagementforyourclient.Vocallypresentabriefrationaleforeachadinyourpresentation.

o SLIDE13:Budget:Listthetotalcostoftheinitiativespresentedaswellasthemetricsandevaluationforyourplan.

o SLIDE14:Keytakeaways:Provideafewconvincingpointsthatyourgroupwillselltomanagementwhytheyshouldselectyourplan.

o SLIDE15:Questions:Thisslideistoallowtheinstructorstoaskanyquestionsaboutyourpresentation.

AtleastonegroupmemberwillneedtoturninthegroupPowerPointslidesthatwillbeusedduringtheFinalPresentation.ItmustbeaMicrosoftPowerPointpresentation.MakesurethepresentationslidesdonotcontaintoomanyimagesasthatwillmakethefilesizetoolargeanditwillnotuploadwellinAdobeConnect.AllPowerPointslidesmustbeturnedinpriortothegroup’sassignedpresentationtimeduringWeek12.

Presentation

• 15-20minutemaximum,12minuteminimumtimelimit:Youwillbeallottedamaximumof3-5minutestotalforeachstudentinthepresentation.Forexample,ifyouhaveatotalof3students

25

inyourgroup,youcanhaveamaximumof15minutesforthepresentation.Ifyouhave4

studentsinyourgroup,youhaveamaximumof20minutesforthepresentation.Anygroups

thatgooverthemaximumtimelimitwillreceiveanautomaticdeductionof10pointsforall

studentsinthegroup.Itisimperativethatyoupracticeyourpresentationasagroupbeforeyou

deliveritlivetoaninstructor.Youwillbeprovidedanopportunitytopracticeyourpresentation

duringweek9ofthecourse.

• Presentsubstance:Eachstudentwillneedtopresentkeypartsoftheplan.YouwillneedtopresentatleasttwoofthecomponentsmarkedinboldunderthePowerPoint/Contentsection.

Failuretodowillresultinanautomatic50%forthepresentationportionofyourFinalProject

grade.

• Engagement:Thepresentationwillneedtobedeliveredasifitisarealclientpresentation.Youwillalsoneedtoengagetheinstructorinthepresentationasiftheyaretheclient.Provide

plentyofeyecontact,addinterestinginformationandfacts,includeagoodamountofvisuals,

andtalktotheinstructormorethanreadingslides.BesuretoalsodefinetheROIofyourplan

andwhyyourclientshouldinvestmoneyinyourproposedplan.

PeerEvaluation

AsapartofyourFinalProjectgrade,youwillneedtocompleteapeerevaluation.Youcanfindthepeer

evaluationforminCanvas.Besuretofilloutsectionsandprovidehonestfeedbackaboutallofthe

membersinyourgroup.Anaverageofeachofthestudents’scoreswillbeusedtodetermineyourPeer

Evaluationgrade.

FinalProjectRubric 100-93

Excellent

92-84

Good

83-80

Satisfactory

79-70

Poor

Lessthan70

Unsatisfactory

Content-

30%

Consistsofcreative

contenttoengage

audiencethrough

superiorwriting

anddesign.The

contentpresented

showsathorough

understandingof

thecourse

material.Content

iseasytoreadand

don’tdistractfrom

thepresentation.

Consistsof

creativecontent

thatengagesthe

audiencethrough

creativewriting

anddesign,

however,there

areafew

improvementsto

addthatcould

makeitaperfect

presentation.The

content

presentedshows

asolid

understandingof

thecourse

material.Content

iseasytoread,

Consistsof

somecreative

content,butat

timesdoesnot

attract

attentionofthe

audience.

Thereare

several

improvements

thatneedtobe

made.Content

doesnot

alwaysshowa

full,

comprehensive

understanding

ofthematerial

andsome

Consists

mostlyof

contentthatis

notcreative

enoughto

engagethe

audiencein

manypartsof

the

presentation.

Several

improvements

areneeded.

Contentshows

alackof

understanding

ofthecourse

materialin

manyareasof

Contentlacks

creativecontent

andfailsto

engagethe

audience.There

arefartoomany

improvements

thatneedtobe

made.Content

showsacomplete

lackof

understandingof

thecourse

material

throughoutthe

entire

presentation.

Contentalso

distractsfromthe

26

butattimesmaybetoomuchtodistractfromthepresentation.

contentmaybemissing.Contentattimesdistractsfromthepresentation.

thepresentation.Contentoftendistractsfromthepresentation.

presentationfartoomuch.

Preparation–30%

Itisevidentstudentshavepreparedforthepresentation,speakingknowledgeablyaboutthedataandmetrics.Studentspasstheballtooneanothereffortlessly.

Studentsaremostlyknowledgeablebuttherearesomewhofailtoshowsolidunderstandingofmaterialtheyarepresenting.Studentspasstheballtooneanothereffortlessly.

Studentsaremostlyknowledgeablebuttherearesomewhofailtoshowsolidunderstandingofmaterialtheyarepresenting.Studentshaveissuespassingtheballtooneanother.

Mostofstudentsarenotknowledgeableofmaterialtheyarepresenting.Thereistroublepassingtheballfromstudenttostudent.

Grouptalksoveroneanotheranddoesnotspeakknowledgeablyaboutthedata.Theyarenotabletosuccessfullypasstheballtooneanother.

Poise–20% Studentsdonotrambleandareveryarticulateintheirdelivery.

Studentsaremostlyarticulateandonlystumbleoverwordsonceortwiceduringentirepresentation.

Studentsaremostlyarticulatebutbegintoramble,somuchthatitisnoticeablebutdoesn’tnecessarilytakeawayfromthepresentation.

Studentsramble,somuchthatitisnoticeableandbeginstotakeawayfromthepresentation.

Studentsramble,repeatselves,orconstantlyusestallworkssuchasum,and,orso.

Execution–10%

Therearenotechnicaldifficulties.

Therearenotechnicaldifficulties,withtheexceptionofoneortwohiccups.

Technicaldifficultiescomeupbutstudentsareabletotroubleshootinrealtime.

Technicaldifficultiescomeupandstudentsarenotabletotroubleshootinrealtime.

Technicaldifficultiespreventthereviewfromhappening.

Completion–10%

Allstudentsshowupontimeandparticipatein

Allstudentsshowupontimeandallbutoneortwoparticipatein

Notallstudentsshowuporshowupontimebutthose

Notallstudentsshowuporshowupontimenordo

Majorityofstudentsdonotshowuporshowupontimeand

27

presentation. presentation. whodoeach

participatein

presentation.

allparticipate

inthe

presentation.

presentationis

deliveredbynot

allthegroup

members.

UniversityPoliciesUniversityPolicyonAccommodatingStudentswithDisabilities:StudentsrequestingaccommodationfordisabilitiesmustfirstregisterwiththeDeanofStudentsOffice

(http://www.dso.ufl.edu/drc/).TheDeanofStudentsOfficewillprovidedocumentationtothestudent

whomustthenprovidethisdocumentationtotheinstructorwhenrequestingaccommodation.You

mustsubmitthisdocumentationpriortosubmittingassignmentsortakingthequizzesorexams.

Accommodationsarenotretroactive,therefore,studentsshouldcontacttheofficeassoonaspossible

inthetermforwhichtheyareseekingaccommodations.

StudentswithDisabilitieswhomayneedaccommodationsinthisclassareencouragedtonotifythe

instructorandcontacttheDisabilityResourceCenter(DRC)sothatreasonableaccommodationsmaybe

implemented.DRCislocatedinroom001inReidHalloryoucancontactthembyphoneat352-392-

8565.

Netiquette:CommunicationCourtesy:Allmembersoftheclassareexpectedtofollowrulesofcommoncourtesyinallemailmessages,

threadeddiscussionsandchats.http://teach.ufl.edu/wp-

content/uploads/2012/08/NetiquetteGuideforOnlineCourses.pdf

ClassDemeanor:Masteryinthisclassrequirespreparation,passion,andprofessionalism.Studentsareexpected,within

therequirementsallowedbyuniversitypolicy,toattendclass,beontime,andmeetalldeadlines.Work

assignedinadvanceofclassshouldbecompletedasdirected.Fullparticipationinonlineandlive

discussions,groupprojects,andsmallgroupactivitiesisexpected.

Myroleasinstructoristoidentifycriticalissuesrelatedtothecourse,directyoutoandteachrelevant

information,assignappropriatelearningactivities,createopportunitiesforassessingyourperformance,

andcommunicatetheoutcomesofsuchassessmentsinatimely,informative,andprofessionalway.

Feedbackisessentialforyoutohaveconfidencethatyouhavemasteredthematerialandformeto

determinethatyouaremeetingallcourserequirements.

Atalltimesitisexpectedthatyouwillwelcomeandrespondprofessionallytoassessmentfeedback,

thatyouwilltreatyourfellowstudentsandmewithrespect,andthatyouwillcontributetothesuccess

oftheclassasbestasyoucan.

OtherResources:Otherareavailableathttp://www.distance.ufl.edu/getting-helpfor:

• CounselingandWellnessresources

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o http://www.counseling.ufl.edu/cwc/352-392-1575• Disabilityresources

• Resourcesforhandlingstudentconcernsandcomplaints

• LibraryHelpDesksupport

Shouldyouhaveanycomplaintswithyourexperienceinthiscoursepleasecontactyourprogramdirectorand/orstudentsupportcoordinatoratdistancesuppport@jou.ufl.eduorvisithttp://www.distance.ufl.edu/student-complaintstosubmitacomplaint.

CourseEvaluation:Studentsareexpectedtoprovidefeedbackonthequalityofinstructioninthiscoursebasedon10criteria.Theseevaluationsareconductedonlineathttps://evaluations.ufl.edu

Evaluationsaretypicallyopenduringthelasttwoorthreeweeksofthesemester.Studentswillbegivenspecifictimeswhentheyareopen.Summaryresultsoftheseassessmentsareavailabletostudentsathttps://evaluations.ufl.edu/results

UniversityPolicyonAcademicMisconduct:AcademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentsshouldbesurethattheyunderstandtheUFStudentHonorCodeathttp://www.dso.ufl.edu/students.php

TheUniversityofFloridaHonorCodewasvotedonandpassedbytheStudentBodyinthefall1995semester.TheHonorCodereadsasfollows:

Preamble:InadoptingthisHonorCode,thestudentsoftheUniversityofFloridarecognizethatacademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentswhoenrollattheUniversitycommittoholdingthemselvesandtheirpeerstothehighstandardofhonorrequiredbytheHonorCode.AnyindividualwhobecomesawareofaviolationoftheHonorCodeisboundbyhonortotakecorrectiveaction.Astudent-runHonorCourtandfacultysupportarecrucialtothesuccessoftheHonorCode.ThequalityofaUniversityofFloridaeducationisdependentuponthecommunityacceptanceandenforcementoftheHonorCode.

TheHonorCode:“We,themembersoftheUniversityofFloridacommunity,pledgetoholdourselvesandourpeerstothehigheststandardsofhonestyandintegrity.”

OnallworksubmittedforcreditbystudentsattheUniversityofFlorida,thefollowingpledgeiseitherrequiredorimplied:

"Onmyhonor,Ihaveneithergivennorreceivedunauthorizedaidindoingthisassignment."

Formoreinformationaboutacademichonesty,contactStudentJudicialAffairs,P202PeabodyHall,352-392-1261.

AcademicHonestyAllgraduatestudentsintheCollegeofJournalismandCommunicationsareexpectedtoconductthemselveswiththehighestdegreeofintegrity.Itisthestudents’responsibilitytoensurethattheyknowandunderstandtherequirementsofeveryassignment.Ataminimum,thisincludesavoidingthefollowing:

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Plagiarism:Plagiarismoccurswhenanindividualpresentstheideasorexpressionsofanotherashisorherown.Studentsmustalwayscreditothers’ideaswithaccuratecitationsandmustusequotationmarksandcitationswhenpresentingthewordsofothers.Athoroughunderstandingofplagiarismisapreconditionforadmittancetograduatestudiesinthecollege.

Cheating:Cheatingoccurswhenastudentcircumventsorignorestherulesthatgovernanacademicassignmentsuchasanexamorclasspaper.Itcanincludeusingnotes,inphysicalorelectronicform,inanexam,submittingtheworkofanotherasone’sown,orreusingapaperastudenthascomposedforoneclassinanotherclass.Ifastudentisnotsureabouttherulesthatgovernanassignment,itisthestudent’sresponsibilitytoaskforclarificationfromhisinstructor.

MisrepresentingResearchData:Theintegrityofdatainmasscommunicationresearchisaparamountissueforadvancingknowledgeandthecredibilityofourprofessions.Forthisreasonanyintentional14misrepresentationofdata,ormisrepresentationoftheconditionsorcircumstancesofdatacollection,isconsideredaviolationofacademicintegrity.Misrepresentingdataisaclearviolationoftherulesandrequirementsofacademicintegrityandhonesty.

Anyviolationoftheabovestatedconditionsisgroundsforimmediatedismissalfromtheprogramandwillresultinrevocationofthedegreeifthedegreepreviouslyhasbeenawarded.

StudentsareexpectedtoadheretotheUniversityofFloridaCodeofConducthttps://www.dso.ufl.edu/sccr/process/student-conduct-honor-code

Ifyouhaveadditionalquestions,pleaserefertotheOnlineGraduateProgramStudentHandbookyoureceivedwhenyouwereadmittedintotheProgram.

CourseScheduleWeeklymoduledates:ThiscoursewilloperateonaMonday-Sundayschedulewiththeexceptionofweek1,whichbeginson1/4/17.ThelastdayofclassisMonday,3/27/17.

Week1:1/4-1/8 Week7:2/13-2/19

Week2:1/9-1/15 Week8:2/20-2/26

Week3:1/16-1/22 Week9:2/27-3/5

Week4:1/23-1/29 Week10:3/6-3/12

Week5:1/30-2/5 Week11:3/13-3/19

Week6:2/6-2/12 Week12:3/20-3/27

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CourseSchedule:WeekOne:ConductingaSocialMediaAuditforyourClientWednesday,1/4–Sunday,1/8

LearningObjectives:• Gatherrelevant(historical)socialdatafromnativechannels.• Conductasocialauditandidentifywhichsocialplatformsproducethebestresultsforyour

client.• DefineKPIs.

Watch:• Lecture:IntrotoAdvancedSocialMediaMetricsandSyllabusreview(ProfessorPreusz)• Lecture:AuditingforSocialMediaData(ProfessorCass)

RequiredReadings:• HowtoPerformaSuccessfulSocialMediaAudit:http://sproutsocial.com/insights/social-media-

audit/• HowtoDoaSocialMediaAuditforaClient:http://www.andreavahl.com/social-media/how-to-

do-a-social-media-audit-for-a-client.php

Pre-Assignment:• Youwillreceiveyourteamgroupassignmentsassoonaspossible,dependinguponcompletion

ofstudentprofilesurveys.Onceyourgrouphasbeenidentified,worktogethertochooseaclient,keepinginmindthiswillbeyourclientfortheentiresemester.

o Onememberoftheteammusthaveaccesstonativesocialplatformsandbeabletosharedatawiththerestoftheteam.

o AclientshouldbeidentifiednolaterthanThursdayandsubmittedtotheinstructorsforreference.Reachouttotheinstructorsassoonaspossibleiftheteamisunabletoidentifyaclient.

Assignments:1. IndividualDiscussionPost–DUE:Saturday,1/7/17,11:59PMEST

• Onyourown,puttogetherasocialmediaaudit(in600-800words)forthemutuallyagreeduponclientofyourgroupthatincludesthefollowing(youdonothavetofollowthisbulletedformat):

o ProfileInformation§ BrandNameandURLstoeachsocialchannel

o Postingfrequency§ Howoftenisthebrandpostingacrosseachsocialnetwork?Doesthisdiffer

acrosschannel?o Followercount

§ Howlargeisyourclient’ssocialfootprint?Takeintoaccountallactivesocialpresences

o Channelspecificmetrics§ Forexample:engagement,clicks,videoviews,etc.

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o Branding

§ Describethelookandfeelofeachsocialchannel?Isit

consistent/inconsistentacrossthesechannels?How?

§ Tip:youwillneedtoaccessyourbrand’sownedsocialdataforFacebook,Twitter,Instagram,etc.todeliverontheabovecriteria

• Thisauditiscrucialasitwillsetyouupforsuccessforrestofclass.Whateveryoufindherewillguideyouindeterminingkeysareasoffocusforremainingassignments.

2. IndividualPeerReaction–DUE:Sunday,1/8/17,11:59PMESTo Onceeveryonehassubmittedtheirassignment,chooseONEofyourclassmate’s

submissionsandprovideareactionbyrespondingtotheirpostviathereplyfeature.

Yourreactionshouldbeatleast100-150wordsandprovidemeaningfulinsighttoyour

peer’sdiscussionpost.Youdonothavetonecessarilyrespondtoafellowgroup

member,thoughyoumaywanttoreviewtheirsubmission,asauditscompiledby

differentpeoplefromdifferentperspectivesmayyieldvaryingresults.Youmayrespond

toanyoneintheclass.

WeekTwo:ConductingaWebAuditforyourClientMonday,1/9–Sunday,1/15

LearningObjectives:• Conductawebaudit.

• Identifyhowwebanalyticscomplementsocialanalytics.

• Definetrafficfromsocial.

Watch:• Lecture:AuditingforWebData

• LyndaGoogleAnalyticstutorialhttps://www.lynda.com/Google-Analytics-tutorials/Google-

Analytics-Essential-Training/197523-2.html

RequiredReading:• HowtoConductaContentAuditonYourSite:https://www.quicksprout.com/2014/04/24/how-

to-conduct-a-content-audit-on-your-site/

• TheDifferenceBetweenSocialandWebAnalytics:

https://blog.loginradius.com/2014/09/difference-social-web-analytics/

SuggestedReadings:• PanasonicGoogle360CaseStudy(downloadPDFinCanvas)

Assignments:• IndividualQuiz–DUE:Wednesday,1/11/17,11:59PMEST

• LyndaGoogleAnalyticsComprehension

• IndividualDiscussionPost–DUE:Friday,1/13/17,11:59PMEST• Onyourown,puttogetherawebaudit(in600-800words)forthemutuallyagreedupon

clientofyourgroupthatincludesthefollowing(youdonothavetofollowthisbulleted

format):

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o WebsiteURLo Branding

§ Describethelookandfeelofthewebsitewithdetailsconcerninguserexperienceandflowofpages;doesitmatchthesociallookandfeel?

§ HELPFULTIP:referencerequiredreadingsforcomponentsyoushouldconsiderforinclusioninyouraudit

o Channelspecificmetrics§ Forexample:trafficsource,totalvisits,bouncerate,etc.

o Referraltrafficbreakdown§ Includedetailsonsocialtrafficanddenotewhereisitcomingfrom

specificallyo Tip:IfyourclienthasGoogleAnalytics(GA)access,pleaseleveragethistool.If

thatisnotavailabletoyou,useSimilarWeb’sfreeproductofferingonline.• IndividualPeerReaction–DUE:Sunday,1/15/17,11:59PMEST

o Onceeveryonehassubmittedtheirassignment,chooseONEofyourclassmate’ssubmissionsandprovideareactionbyrespondingtotheirpostviathereplyfeature.Yourreactionshouldbeatleast100-150wordsandprovidemeaningfulinsighttoyourpeer’sdiscussionpost.Youdonothavetonecessarilyrespondtoafellowgroupmember,thoughyoumaywanttoreviewtheirsubmission,asauditscompiledbydifferentpeoplefromdifferentperspectivesmayyieldvaryingresults.Youmayrespondtoanyoneintheclass.

WeekThree:Benchmarks&ForecastingMonday,1/16–Sunday,1/22

LearningObjectives:• Setbenchmarksbasedonhistoricalperformance.• Createa6-monthforecastingplanfor3KPIsthatincludesbenchmarkingacrosseachidentified

socialchannel.

Watch:• Lecture:Howtosetsocialbenchmarksandforecastprojections• Demo:HowtouseExceltocreatebenchmarks

RequiredReadings:• ImprovingPerformancethroughSocialMediaBenchmarking:https://unmetric.com/social-

media-benchmarking/#1• 5ConsiderationsforSettingPRMeasurementBenchmarks:

http://www.prnewsonline.com/measurement-benchmarks-draluk• SocialMediaBenchmarksReport(downloadPDFinCanvas)

Assignments:o IndividualForecastingTemplate–DUE:Sunday,1/22/17,11:59PMEST

o EachstudentwillindependentlysubmitanExcelfilefollowingthetemplateprovidedinCanvasthatwillinclude1yearofhistoricaldatauniquetohis/herclientinwhich6

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monthsofforecastedprojectionswillbemadefor3identifiedKPIs(youmaychooseyourownorfollowtheexamplesfromlecture).

o YouwillneedtosetbenchmarksforeachKPIaswell,asdemonstratedduringtheweeklylecture.

o The1yearofhistoricaldatashouldbefromyourmutuallyagreeduponclient,identifiedduringweek1.Studentsmustworkindependentlyonthetemplatetoshowindividualunderstandingoftheprocess,thoughgroupmemberswilllikelybeworkingwiththesamesetofdata.

o In300-600words,provideawrittenanalysisofwhatthebenchmarksandforecastedprojectionsmean.Discusshowyouareabletosetgoalsbasedonprojectionsandmeasureperformancebasedonbenchmarks.Considerprovidingrecommendationsforhowyouwillmeetthesegoals.

WeekFour:SocialMediaROIMonday,1/23–Sunday,1/29

LearningObjectives:• DefinesocialmediaROIandhowitcanbeusedinbusiness.• ExplainhowsocialmediaROIcanbemeasuredusingavarietyoftools.• Becomeacquaintedwiththeprocessofhowtoeffectivelysellsocialmediadatatothesenior

managementofanyorganization.

Watch:• Lecture:SocialMediaROI

RequiredReadings:• AComprehensiveGuidetoSocialMediaROI:https://blog.hootsuite.com/measure-social-media-

roi-business/• 5ToolstoMeasureSocialMediaROI:http://www.socialmediaexaminer.com/5-tools-to-

measure-social-media-roi/• NotYourFather’sStrategy:5NewRulestoRealizeSocialMediaROI:

http://www.cmo.com/opinion/articles/2016/7/19/5-tips-to-boost-your-social-media-roi-.html#gs.310dgV8

• eBook:SocialMediaROIHandbook(DownloadinCanvas)• 10SocialMediaKPIsYouShouldTrackandMonitor:https://www.impactbnd.com/blog/8-social-

media-kpis-you-should-track-and-monitor

Assignments:1. IndividualQuiz–DUE:Wednesday,1/25/17,11:59PMEST

o Quizinthemodule4sectionofCanvaswillteststudentsontheirknowledgeofthecoursematerialthisweekonsocialmediaROI.

2. GroupAssignment–SocialMediaROIReport-DUE:Sunday,1/29/17,11:59PMEST

Eachgroupwillneedtocreatea2-3pageoutline,addressingthefollowingitemsaboutsocialmediaROIinregardstotheirclient:

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o DefinesocialmediaROIinrelationtoyourclient.Thisshouldbeashortstatementor

paragraphdetailinghowyourgroupwillexplainsocialmediaROIandhowitcanbe

determinedinregardstoyourclient.Itshouldreadlikeanelevatorpitch.

o Createalistofatleast3-4socialmediagoalsandalistof3-4socialmediaKPIsforeach

goal.Forexample,ifyourgoalwastoincreaseengagement,yourKPIsmightbe:Likes,

shares,comments,andmentions.ThelistofgoalsandKPIsmustbeabulletedlist.

o ProvidearationalesectionbelowyourbulletedlistexplaininghoweachsocialmediaKPI

yououtlinedwillhelpyoutosuccessfullyachieveitsassociatedgoal.

o Selectatleast1-2toolsthatyouplantousetohelpvalidateyourROIandprovidea

briefrationaleforeachtoolyouareproposing.

Thepaperwillneedtobeturnedinasa2-3pageMicrosoftWorddocumentinCanvasbySunday,January29at11:59p.m.ET.

WeekFive:SocialMediaLeadGenerationandMetricsMonday,1/30–Sunday,2/5

LearningObjectives:• Identifymultipleopportunitiestogenerateleadsandconversionsviasocialmedia.

• Analyzethemosteffectiveleadgenerationopportunitiesforachosenclient.

• Createmetricsforaclientthatwillassesstheperformanceofproposedleadgeneration

initiatives.

Watch:• Lecture:SocialMediaLeadGenerationandMetrics

RequiredReadings:• 6NeedtoKnowIdeasonHowtoGenerateLeadsonSocialMedia:

http://blog.hootsuite.com/how-to-generate-leads-on-social-media/

• eBook:SocialMediaforLeadGeneration:https://www.marketo.com/ebooks/social-media-for-

lead-generation/

• ABeginner’sGuidetoLeadConversionwithSocialMedia:https://blog.kissmetrics.com/lead-

conversion-with-social-media/

• MetricsEveryMarketingManagerShouldbeTracking:

http://blog.hubspot.com/blog/tabid/6307/bid/34179/15-Metrics-Every-Marketing-Manager-

Should-Be-Tracking.aspx#sm.000016iew7h17f49yu12oph3icj42

Assignments:1. IndividualDiscussionPost–DUE:Wednesday,2/1/17,11:59PMEST

o Selectaleadgenerationeffortdiscussedinthelectureandreadingsforthisweekanddo

thefollowing:

§ Titleyourdiscussionpostwiththenameoftheleadgenerationeffort.

o Answerthefollowingquestionsin300-500words:

§ Giveabriefoverviewofwhattheleadgenerationeffortisandhowitworks.

§ Whatmakesthisleadgenerationeffortsounique?

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§ Howcouldthisleadgenerationeffortbenefityourclientinthecourse?Arethereanychallengesyourclientmayexperiencebyusingthisleadgenerationeffort?Ifso,explainwhy.

Eachstudentwillprovideapeerreactiontoonestudent’ssubmissionforthisdiscussionpost.ThePeerReactionrubricandtheDiscussionPostRubricareincludedinthissyllabus.ThediscussionpostisavailableonthecoursesiteinCanvas.

2. IndividualPeerReaction–DUE:Saturday,2/4/17,11:59PMEST• Onceeveryonehassubmittedtheirassignment,chooseONEofyourclassmate’s

submissionsandprovideareactionbyrespondingtotheirpostviathereplyfeature.Yourreactionshouldbeatleast100-150wordsandprovidemeaningfulinsighttoyourpeer’sdiscussionpost.Youdonothavetonecessarilyrespondtoafellowgroupmember,thoughyoumaywanttoreviewtheirsubmission,aspostscompiledbydifferentpeoplefromdifferentperspectivesmayyieldvaryingresults.Youmayrespondtoanyoneintheclass.

3. GroupAssignment–LeadGeneration&EvaluationPlan-DUE:Sunday,2/5/17,11:59PMEST• Eachgroupwillidentifyatleast5differentleadgenerationopportunities,provideabrief

rationaleforeach,andestablish1-2metricsthatwillbeusedtoevaluatethesuccessofeachleadgenerationeffort.Thisreportwillneedtobeatleast2-3pagesinaMicrosoftWorddocument.Eachleadgenerationopportunitywillneedtohaveaparagraphofabout100-150wordsinrationaletosupportwhythatopportunityshouldbepursuedandhowitwillbenefittheclient.

WeekSix:SocialMediaOptimizationandOutreachMonday,2/6–Sunday,2/12

LearningObjectives:• IdentifythebasicprinciplesofSEOandapplythemtooptimizesocialmediaefforts.• ExplainhowSEOcandrivemoretraffictosocialmediaandhowitcanhelpaccomplish

organizationmetrics.• Applyskillsininfluencermarketingtogeneratelistsofcontactstobeusedinsocialmedia

outreach,whereyouwillgeneratelinksonwebsitesviapitchesonavarietyofsocialplatforms.

Watch:• Lecture:SocialMediaOptimizationandOutreach• Video:SEOExplained:http://searchengineland.com/guide/what-is-seo

RequiredReadings:• HowtodoSEOOutreach:StrategiesThatWork:https://www.semrush.com/blog/seo-outreach-

2015-strategies-work/• HowtoLeverageSocialMediaforSEO:LinkBuilding:http://marketingland.com/leverage-social-

media-seo-link-building-137962• 6SocialMediaPracticesThatBoostSEO:

http://www.forbes.com/sites/jaysondemers/2015/01/27/6-social-media-practices-that-boost-seo/#2355a3142720

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OptionalReadings/Resources:• TheBeginner’sGuidetoSEO:https://moz.com/beginners-guide-to-seo• WhatisSEO/SearchEngineOptimization?:http://searchengineland.com/guide/what-is-seo

Tool:• SEMRush:https://www.semrush.com/• Wordtracker:https://app.wordtracker.com/

Assignments:1. IndividualQuiz–DUE:Wednesday,2/8/17,11:59PMEST

o Quizinthemodule4sectionofCanvaswillteststudentsontheirknowledgeofthecoursematerialthisweekonsocialmediaROI.

2. GroupAssignment–Optimization&OutreachPlan-DUE:Sunday,2/12/17,11:59PMESTo Workingingroups,studentswilluseSEMRush-https://www.semrush.com/-to

compileanOrganicSearchDataReportandanOutreachPlanfortheirclient.EachgroupwillneedtouseaprovidedExcelspreadsheettemplate,whichcanbefoundintheWeek5moduleonCanvas.

o OrganicSearchDataReport:TheOrganicSearchDataReportmustcontainnumbersforthefollowingusingSEMRush:

§ OrganicSearchMonthlyTraffic:Listtheestimatenumber§ PaidSearchMonthlyTraffic:Listtheestimatenumber§ Backlinks:Listtheestimatenumber§ TopOrganicCompetitors:Listatleast3-5ofthetopcompetitors§ TopOrganicKeywords:Listthetop3-5organickeywords

o OutreachPlan:OncethenumbersarecompiledintheOrganicSearchDataReport

above,eachgroupwillthenneedtousetheWordtrackertool-https://app.wordtracker.com/-toidentifyalistof5possiblekeywordsnotinthetoporganickeywordslistabovefortheirclientthatwillopennewopportunitiesontheirblogandsocialmediachannels.Foreachkeyword,createalistofwhereeachkeywordwillbeused.Youmustlistatleast1-2socialmediachannelsforeachkeyword.Youcanhaveanywherefrom1-5differentplatformsofwhereeachkeywordcanbeused.

§ Inadditiontothekeywordlist,eachgroupwillneedtolistatleast3-5outreachprospectsthatwillhelpgeneratemorebacklinksaswellasexposuretotheirclient’swebsiteandsocialmediachannels.

§ Eachgroupmustalsocreatealistof3-5toolstheywillusetoreachouttoprospects.Atleast1ofthesetoolsmustinvolvesocialmediainsomeway.

OnestudentfromeachgroupwillneedtosubmittheMicrosoftExcelspreadsheetintheAssignment4sectioninCanvasbySunday,February12at11:59p.m.ET.

WeekSeven:SocialListeningMonday,2/13–Sunday,2/19

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LearningObjectives:• Developkeywordlistforlisteningqueries.• Conductreal-timesociallisteningandmeasuretheearnedconversationaboutyourbrand.• Incorporatesociallisteningdataintoasociallisteningreport.

Watch:• Lecture:SocialListening

RequiredReadings:• SocialListeningCanHelpBrandsDeriveActionableInsights:

http://www.emarketer.com/Article/Social-Listening-Help-Brands-Derive-Actionable-Insights/1013625

• ABrand’sDefinitiveGuidetoSocialMediaListening:http://keyhole.co/blog/brands-guide-to-social-media-listening/

• 7reasonswhysociallisteningisimportant(downloadPDFinCanvas)• Boolean101(downloadPDFinCanvas)• Familiarizeyourselfwiththesefreetools:

o Buzzsumo.como Keyhole.co

SuggestedReadings:o FundamentalsofImageAnalytics(downloadPDFinCanvas)o 5WaystoUnearthMoreValuefromSocialListening(downloadPDFinCanvas)

Assignments:• Part1:GroupAssignment–SocialListeningBrief–Friday,2/17/17,11:59PMEST

o FillouttemplatetogetherasagroupandsubmitviaCanvas• Part2:GroupAssignment–SocialListeningReport–Sunday,2/19/17,11:59EST

o Asagroup,compileaSocialListeningReport,rangingfrom5-7slides,usingfreetools,Buzzumoand/orKeyhole.Ifyouhaveanotherpreferredsociallisteningtool,youarewelcometowritetheinstructorforpermissiontouseinstead.

§ ReportCriteria–chooseonehypothesis/themeidentifiedinthesociallisteningbrieftogatherandcompiledata.Includethefollowingkeymetrics:

• Volume• ReachorImpressions• Influencers• Sources• Sentiment• TopPosts

§ Choosethemostactionablefindingstoreportingraphsand/ortables.Titleeachpageanduselegends/datalabelswhenappropriate.

§ Includewrittenanalysishighlightingyourkeyfindingsinasentenceortwo.Keepitsimple–youdon’twantyouraudiencetogetlostingraphsormoundsoftext.

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§ Becreative!IfgraphsfromtoolsorExceldonotcommunicateyourfindingsin

thebestways,useothertools(Photoshop,InDesign,etc.).

• OnestudentfromeachgroupwillneedtosubmiteachassignmentviaCanvasbytheabove-mentioneddeadlines.Pleasemakesurenamesofallgroupmembersarelistedonthesubmission.

WeekEight:MeasurementPlanningMonday,2/20–Sunday,2/26

LearningObjectives:• Identifygoalsandobjectivesforyourclient.

• IdentifyKPIsandsuccessmetricsforyourclient.

• Discussthedifferencebetweengoals,objectivesandtactics.

• Createarobustmeasurementplanfoundedindatabyleveraginghistoricaldatagatheredduring

week1andreferencingbenchmarkscreatedduringweek3.

Watch:• Lecture:MeasurementPlanning–Whatisit,Whatitmeans,andHowtodoit

RequiredReadings:• HowToCreateAMeasurementPlanandWhyYouReallyNeedOne

http://www.freshegg.co.uk/blog/analytics/performance-measurement/how-to-create-a-

measurement-plan-and-why-you-really-need-one

• TheSocialMetricMapYouNeedtoSee:http://simplymeasured.com/blog/the-social-metric-

map-you-need-to-see/#sm.00009s5l4dcz2ekzymq251k4jkjpq

• 5SocialMediaMarketingMetricsYouShouldBeTracking:

https://www.entrepreneur.com/article/244669

• CrimsonROIGuide(downloadPDFinCanvas)

SuggestedReadings:• What’stheDifferenceBetweenGoalsandObjectiveshttp://www.smart-goals-

guide.com/difference-between-goals-and-objectives.html

Assignments:4. GroupAssignment:MeasurementPlan–DUE:Sunday,2/26/17,11:59EST

o Asagroup,compileameasurementplanforyourclientfollowingtheprovidedPowerPoint

templateasaguide(reviewedduringlecture).

§ UsingtheKPIsidentifiedinAssignment1,listoutthemetricsaccordingly.

• EachmemberofthegroupidentifiedKPIsontheirown,sothisisyour

opportunitytotalkaboutwhatisimportanttoyourclientamongthegroup

andcollectivelydecidehowyouwillmeasureperformance.

§ AlignyourKPIsbacktogoalsandobjectivesofyourclient,againdecidingwhatis

mostimportanttoyourclientasagroup.

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§ HELPFULTIP:YouwillnotincludeeverysingleKPIormetricthatisdiscussedinlectureorlistedintemplate;onlychoosethosethatladderuptoyourgoalsandobjectives.

o Mustincludebenchmarksforidentifiedmetricsasreferencepoint(re:Assignment1;thesehavealreadybeencreated).

o Mustidentifyifmeasurementplanisforaspecificcampaignorsettimeperiod(endofyeargoals,quarterlygoals,etc.).

o MeasurementPlanwillrangefrom5-7slides(PowerPoint)andshouldincludemethodology,goals,objectivesandsuccessmetrics(KPIs,benchmarks)

§ Don’tforgettotellastorywiththemeasurementplan.Thisshouldnotjustbeatablewithnumbersandmetricslistedout.Makesuretoprovidecontextthatexplainswhyyouaremeasuringwhatyouareandhowyouhavechosenyoursuccessmetrics.ThiscontextshouldcomeintheformofwrittenanalysisontheslidesofyourPowerPoint.

o OnestudentfromeachgroupwillneedtosubmiteachassignmentviaCanvasbytheabove-mentioneddeadlines.Pleasemakesurenamesofallgroupmembersarelistedonthesubmission.

WeekNine:PresentingSocialMediaDataMonday,2/27–Sunday,3/5

LearningObjectives:• Conductlivepresentationinconferencecallsetting.• Developskillstodeliverasuccessfulpresentationoverthephoneand/orcomputer.

Watch:• Lecture:Presentationskills,toolsandtricks• 4TipstoHostanEffectiveConferenceCall:https://www.youtube.com/watch?v=3PRNBaFZGsI

RequiredReadings:• SpeakWithImpact:http://www.forbes.com/sites/jacquelynsmith/2013/06/28/speak-with-

impact-12-tips-for-better-telephone-meetings/#18d0d415665a• 6StrategiesforSoundingConfidentWhenPresentingOverthePhone:

https://www.linkedin.com/pulse/6-strategies-sounding-confident-when-presenting-over-phone-bonanno?forceNoSplash=true

Assignments:• GroupAssignment:LivePresentation–DueDateTBD–useDoodletosignupforlivetime

withinstructoro Studentswillmeetasagroupbeforehandanddeterminewhowillspeakwhenandleadthe

deliveryofmeasurementplantotheirclient.Theinstructorwillactastheclientbutthestudentswillconductthisassignmentasifitwerealivemeeting/conferencecall.

§ Studentswillberesponsibleforallcommunicationpiecesandmustbeabletodeliveronconferencecallsetup,WebExorscreenshare.Poise,deliveryandflowofpresentationwillbeevaluated.

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§ AdobeConnectwillbeavailableforstudentswhodon’thaveaccesstoawebsharingtool.

§ Studentswillsignupforoneofthedesignatedtimestomeetwithinstructorandpresentmeasurementplancreatedduringpreviousweek.Allstudentsmustbeinattendance.

WeekTen:SocialMediaBuyingMonday,3/6–Sunday,3/12

LearningObjectives:• Identifyandexplainthevariousadsavailableforsocialmediabuyingandhoweachcanhelpa

brandincreasetheironlineandsocialmediapresence.

• Createasocialmediabuyingplanthatwilloutlineadstopurchaseaswellasmetricstomeasuretheirperformance.

Watch:• Lecture:SocialMediaBuying

RequiredReadings:• PaidSocialMedia:WhyYouNeedItandWhat’sAvailable:

https://www.linkedin.com/pulse/paid-social-media-why-you-need-what-available-keith-a-quesenberry

• TheDifferenceBetweenEarned,Owned&PaidMedia(AndWhyItMattersforLeadGen):http://blog.hubspot.com/marketing/earned-owned-paid-media-lead-generation#sm.0003ahptz5o4e4s11ep2m4423uqfw

• MarketersSearchforPaid,Earned,OwnedBalance:http://www.cmo.com/features/articles/2016/5/3/marketers-search-for-paid-earned-own-balance.html#gs.JKK_dO8

• TheCompleteGuidetoBuildingYourBlogAudience:https://www.quicksprout.com/the-complete-guide-to-building-your-blog-audience-chapter-6/

Tool:• GuidetoPaidSocialMediaOptions:http://www.postcontrolmarketing.com/wp-

content/uploads/2016/11/FreeGuideToPaidSocialMediaOptions.pdf

Assignments:• 1.IndividualDiscussionPost–DUE:Wednesday,3/8/17,11:59PMEST

SelectonesocialmediabuydiscussedintheWeek10lectureandreadings,anddothefollowing:

o Titleyourdiscussionpostwiththenameofthesocialmediaadvertisingbuyyouselected.

o Answerthefollowingquestionsin300-500words:§ Giveabriefoverviewofwhatthesocialmediabuyisandhowitworks.§ Whatmakesthisbuysounique?

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§ Howcouldthissocialmediabuybenefityourclientinthecourse?Arethereanydisadvantagesthatyourclientcouldexperiencebyusingthisbuy?Ifso,pleaseexplainwhy.

§ ProvidetheURLtotheofficialsourceofthesocialmediabuy.Example:Ifyou’rediscussingFacebookAds,youwillwanttousethisURL:https://www.facebook.com/business/products/ads

Eachstudentwillprovideapeerreactiontoonestudent’ssubmissionforDiscussionPost3.PeerReactionrubricandtheDiscussionPostRubricareincludedinthissyllabus.DiscussionPost3isavailableonthecoursesiteinCanvas.

• 2.IndividualPeerReaction–DUE:Saturday,3/11/17,11:59PMESTo Onceeveryonehassubmittedtheirdiscussionpost,chooseONEofyourclassmate’s

submissionsandprovideareactionbyrespondingtotheirpostviathereplyfeature.Yourreactionshouldbeatleast100-150wordsandprovidemeaningfulinsighttoyourpeer’sdiscussionpost.Youdonothavetonecessarilyrespondtoafellowgroupmember,thoughyoumaywanttoreviewtheirsubmission,aspostscompiledbydifferentpeoplefromdifferentperspectivesmayyieldvaryingresults.Youmayrespondtoanyoneintheclass.

• 3.GroupAssignment:SocialMediaBuyingPlan–DUE:Sunday,3/12/17,11:59p.m.ESTo Eachgroupwillneedtoidentifyatleast5potentialadvertisingbuysfortheirclientfrom

thelistofpaidsocialmediaoptionsonthe“GuidetoPaidSocialMediaOptions”PDF:http://www.postcontrolmarketing.com/wp-content/uploads/2016/11/FreeGuideToPaidSocialMediaOptions.pdf.Adetailedrationalewillneedtobeprovidedforeachproposedadvertisingbuyaswellasaproposedmonthlybudgetforeachadbuy.Themostrecommendedadbuyswillneedtobelistedfirst.Intherationaleforeach,detailsofwhytheclientshouldspendtheallottedbudgetforeachmustbeexplainedandinstructionalinformationmustbeprovidedaswellforeachadbuysotheclientwillunderstandwhytheyshouldspendthemoney.

o Onestudentfromeachgroupwillneedtoturnintheassignmentasa3-5pageMicrosoftWorddocumentnolaterthanSunday,March12by11:59p.m.ESTtoreceivefullcredit.Pleasemakesurenamesofallgroupmembersarelistedonthesubmission.

WeekEleven:BudgetingforSocialMediaDataMonday,3/13–Sunday,3/19

LearningObjectives:• Explainthecomponentsofabudgetforsocialmediadata.• Createasocialmediadatabudget.

Watch:• Lecture:BudgetingforSocialMediaDataandMetrics

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RequiredReadings:• The7ComponentsofEverySocialMediaBudget:https://blog.hootsuite.com/the-7-

components-of-every-social-media-budget/• Planningfor2017?4QuickTipsforGettingBudgetApproval:

http://www.lunametrics.com/blog/2016/09/29/tips-for-2017-budget-approval/• Youhave$100toSpendonSocialMediaMarketing.Here’sOneWaytoSpendIt:

https://blog.bufferapp.com/social-media-marketing-budget

Assignments:• GroupAssignment:SocialMediaDataBudget

o UsingthebudgettemplateprovidedintheWeek11moduleinCanvas,worktogetherinyourgrouptocreateabudgetdetailingthecostsofalloftheeffortsyouhaveproposedforyourclientduringthesemester.Makesuretoincludethecostsofthefollowingeffortsandanymetricsassociatedwitheach:

§ Leadgenerationstrategies–giveaways,whitepapers,ebooks,etc.§ SEOandsocialoutreach§ Socialmediaadsandpaidplacements§ Evaluationefforts§ Metrictools–anypaidplatformstomeasureandevaluatesuccessaswellas

thecostofcreatingtheeffortso Eachcostneedstobeaseparatelineitemonyourbudget.Researchwillneedtobe

conductedtodeterminetheactualcostforeachlineitem.

ThisassignmentwillneedtobeturnedinwithyourFinalProjectduringWeek12.PleaseseetheFinalProjectsectionofthissyllabusformoreinformationandduedates.

WeekTwelve:FinalProject–GroupPresentationMonday,3/20–Sunday,3/27

LearningObjectives:• DeliveryourFinalProjecttotheinstructorsliveviaAdobeConnect.• Completeapeerevaluationtoassesstheperformanceofyourgroupmembers.

Watch:• Duetofinalprojectpresentations,therewillbenolecturesorvideostowatchforthisweek.

RequiredReadings:• Duetofinalprojectpresentations,therewillbenoreadingsforthisweek.

Assignments:• YourassignmentthisweekwillbeturninginyourgroupPowerPointslidesforyourFinalProject

inCanvasandthendeliveringyourlivepresentationwithyourgroupviaAdobeConnect.Goodluck!

o PowerPointsaredueatthetimeofyourpresentation.YouwillcompleteaDoodlebyMonday,3/20todetermineyourpresentationtime.

Advanced Metrics in Social Media MMC6936 · generation metrics, search data (SEO metrics), social...

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