1
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.
2
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
3
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.
4
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.
5
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.
6
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
7
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
8
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
9
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.
10
§ 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
11
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
12
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.
Assignment2Rubric 100-93
Excellent
92-84
Good
83-80
Satisfactory
79-70
Poor
Lessthan70
Unsatisfactory
Content–30%
Includesallcomponentsoftheassignmentandprovidesadequatecontextforsupport.
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.Lackoffocusandunderstanding.
Length–20%
Meetslengthrequirementsandeffectivelycommunicatesideaswithinspecifiedrange.
Meetslengthrequirementbutexceedswordcount.Excesswordsdonottakeawayfromeffectivenessofassignment.
Meetslengthrequirementbutexceedswordcountsothatcontentisnoteasilydigestible.
Meetslengthrequirementbutexceedswordcountinawaythatdetractsassignmenteffectiveness.
Doesnotmeetminimumlength.
Mechanical–20%
Freeofallgrammar/spellingerrors.
Freeofmostgrammar/spellingerrors.Theremaybeawordortwomisspelled.
Freeofmostgrammar/spellingerrorsbutthereareglaringtyposthatbegintodetractassignmentcredibility.
Severalgrammaticalerrorsaremadethroughouttheassignment.
Severalgrammaticalerrorsaremadethroughouttheassignment,somuchthatitdetractsassignmentcredibility.
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.
Assignment3Rubric 100-93
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%
Meetslengthrequirementsandeffectivelycommunicatesideaswithinspecifiedrange.
Meetslengthrequirementbutexceedswordcount.Excesswordsdonottakeawayfromeffectivenessofassignment.
Meetslengthrequirementbutexceedswordcountsothatcontentisnoteasilydigestible.
Meetslengthrequirementbutexceedswordcountinawaythatdetractsassignmenteffectiveness.
Doesnotmeetminimumlength.
Mechanical–20%
Freeofallgrammar/spellingerrors.
Freeofmostgrammar/spellingerrors.Theremaybeawordortwomisspelled.
Freeofmostgrammar/spellingerrorsbutthereareglaringtyposthatbegintodetractassignmentcredibility.
Severalgrammaticalerrorsaremadethroughouttheassignment.
Severalgrammaticalerrorsaremadethroughouttheassignment,somuchthatitdetractsassignmentcredibility.
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.
Assignment4Rubric 100-93
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.).
Assignment5Rubric 100-93
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%
Meetslengthrequirementsandeffectivelycommunicatesideaswithinspecifiedrange.
Meetslengthrequirementbutexceedswordcount.Excesswordsdonottakeawayfromeffectivenessofassignment.
Meetslengthrequirementbutexceedswordcountsothatcontentisnoteasilydigestible.
Meetslengthrequirementbutexceedswordcountinawaythatdetractsassignmenteffectiveness.
Doesnotmeetminimumlength.
Mechanical–20%
Freeofallgrammar/spellingerrors.
Freeofmostgrammar/spellingerrors.Theremaybeawordortwomisspelled.
Freeofmostgrammar/spellingerrorsbutthereareglaringtyposthatbegintodetractassignmentcredibility.
Severalgrammaticalerrorsaremadethroughouttheassignment.
Severalgrammaticalerrorsaremadethroughouttheassignment,somuchthatitdetractsassignmentcredibility.
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.
Assignment6Rubric 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.Lackoffocusandunderstanding.
Length–20%
Meetslengthrequirementsandeffectivelycommunicatesideaswithinspecifiedrange.
Meetslengthrequirementbutexceedswordcount.Excesswordsdonottakeawayfromeffectivenessofassignment.
Meetslengthrequirementbutexceedswordcountsothatcontentisnoteasilydigestible.
Meetslengthrequirementbutexceedswordcountinawaythatdetractsassignmenteffectiveness.
Doesnotmeetminimumlength.
Mechanical–20%
Freeofallgrammar/spellingerrors.
Freeofmostgrammar/spellingerrors.Theremaybeawordortwomisspelled.
Freeofmostgrammar/spellingerrorsbutthereareglaringtyposthatbegintodetractassignmentcredibility.
Severalgrammaticalerrorsaremadethroughouttheassignment.
Severalgrammaticalerrorsaremadethroughouttheassignment,somuchthatitdetractsassignmentcredibility.
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.
Assignment7Rubric 100-93
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.
Assignment8Rubric 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.Lackoffocusandunderstanding.
Length–20%
Meetslengthrequirementsandeffectivelycommunicatesideaswithinspecifiedrange.
Meetslengthrequirementbutexceedswordcount.Excesswordsdonottakeawayfromeffectivenessofassignment.
Meetslengthrequirementbutexceedswordcountsothatcontentisnoteasilydigestible.
Meetslengthrequirementbutexceedswordcountinawaythatdetractsassignmenteffectiveness.
Doesnotmeetminimumlength.
Mechanical–20%
Freeofallgrammar/spellingerrors.
Freeofmostgrammar/spellingerrors.Theremaybeawordortwomisspelled.
Freeofmostgrammar/spellingerrorsbutthereareglaringtyposthatbegintodetractassignmentcredibility.
Severalgrammaticalerrorsaremadethroughouttheassignment.
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
28
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:
29
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
30
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.
31
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):
32
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
33
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:
34
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?
35
§ 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
36
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
37
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.
38
§ 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.
39
§ 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.
40
§ 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?
41
§ 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
42
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.
Top Related