MMC 6936 - Advanced Metrics in Social Media Fundamentals and Search Advertising Exams, the two exams...

MMC6936-AdvancedMetricsinSocialMediaFallSemester2017

InstructorsAllieCassacass@jou.ufl.eduCell:770-548-8010LinkedIn|TwitterJaredPreusz,M.S.jpreusz@jou.ufl.eduCell:801-828-6462(Callortext)LinkedIn|TwitterContactPleaseuseouremailaddresseslistedabovetocontactus.Emailisourpreferredcontactmethod.Wewillrespondtoallemailswithin24hours.Pleasefeelfreetocalloneofusincasesofemergencies.OfficeHours:Youmaycontactusatanytimewithquestionsviaanyofthemeanslistedabove.Wewillmakeeveryeffortpossibletomeetwithyouatthemostconvenienttime,whetherthatbeduringtheeveningsorevenonweekends.Pleaseallowupto24hoursforemailreplies.InstructorBios:AllieCassisanAssociateDirector,LeadAnalystatAtlanta-basedmarketingagency,Moxie.Sheworksacrosssocial,web,survey,andemaildataandhasworkedwithFortune500companiesacrossthecountryincluding,butnotlimitedto,thefollowing:NBCSports,SundayNightFootball,AppleiTunes,UPS,NikeWomen,TaxSlayerandCoca-Cola.ProfessorCassbringsreal-worldexperienceandclientexamplestotheAdvancedMetricscourseinsubjectssuchasnativeandpaidsocialanalytics,webanalytics,benchmarkingandforecasting,measurementplanningandsociallistening.ShehasbeenteachingMMC6727,SocialMediaMetricsandEvaluation,atTheUniversityofFloridasinceFall2014.

JaredPreuszisaWebContentManagerataFlorida-baseddigitalmarketingagency,DigitalMediaSolutions.Hehasworkedasanonlinecontentmarketingprofessional,socialmediamanager,andconsultantformultiplehigh-profileorganizationsincludingPCMag,YoungLivingEssentialOils,FOX,MassageGreenSpa,andUtahBusinessmagazine.Heholdsamaster’sdegreeinIntegratedMarketingCommunicationsfromWestVirginiaUniversityandcurrentlylivesinSaltLakeCitywithhiswife,Janel,and3-year-oldson,Tommy.HeandhiswifeareexpectingababygirlinAugust2017.HehasalsobeenteachingMMC6730SocialMediaManagementattheUniversityofFloridasinceFall2015.

CourseWebsiteandLoginYourcourseisCanvas(UFe-Learning).Gotohttp://lss.at.ufl.edu.Clickthebluee-Learningbutton.LoginwithyourGatorLinkaccount.YourcoursewillbeintheCoursesmenuontheleftnavigation.YoumighthavetoclickAllCoursesatthebottomdependingonhowmanycoursesyouhavetakenatUF.

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

CourseDescription:Thiscourseprovidesstudentswiththeskillsnecessarytoorganize,measure,hypothesize,question,andactonwebandsocialmediadata.Sourcesofthedatawillincludewebandsocialmetricsandanalytics,SEO,paidsearch,socialmediaoptimization,sociallisteningusingactionabletools,socialmediaROI,andpaidandearnedsocialmedia.Studentswillbetestedontheskillstheylearnedduringthemiddleandendofthecourse.

AllstudentswhoenrollinthiscoursemusthavepreviouslycompletedtheMMC6727-SocialMediaMetrics&Evaluationcoursewithapassinggrade.ThisskillslearnedinMMC6727willprovideafoundationalskillsetthatstudentscantaketothenextlevelinthiscoursebyworkingonassignmentsfocusingonbenchmarkingandforecasting,socialmediaROI,listening,paidsearch,andpaidandearnedsocialmedia.

CourseObjectives: Bytheendofthiscourse,studentswill:

● ExplainhowtousecurrentwebanalyticsandsocialmediatoolstodeterminesocialmediaROI ● IdentifytheprinciplesofSEOandapplythemtooptimizewebandsocialchannels● Auditwebandsocialmediasitesandmakedecisionsbasedonthedataavailable● Analyzewebtrafficasitrelatestosocialmediatounderstandhowmuchtrafficsocialdrives● Manageanonlinepay-per-click(PPC)andemailmarketingcampaign● BecomeprofessionallycertifiedinGoogleAnalyticsandGoogleAdWords● Createcustomcalculationsusingpaidsocialanalyticsdata● WriteBooleanqueriesforsociallisteningresearch;completesociallisteningbriefs● Conductsociallisteningresearchandcompilefindingsinacohesivereport ● Establishsocialbenchmarksandconfidentlysetgoalsbasedonforecasting● Createameasurementplanthatoutlinesapathforsuccessonsocialforbrands

CourseExpectations:Thiscoursewillprovideanoverviewofwebandsocialmediadataaswellasvariousdigitalmarketingtopicsthatareimportantforallwell-roundedsocialmediaprofessionalstomaster.Studentswillworkonavarietyofdifferentweeklyprojectsthroughoutthesemesterthatwillprovideareal-worldperspectiveonthemetricsandanalyticsindisciplinessuchassocialmediainsightsandROI,webandsocialmediaaudits,SEO,emailmarketing,paidsearch,webanalytics,sociallistening,andpaidsocialanalytics.

Eachweek,studentswillneedtowatcharecordedvideolecture,completeaquizoradiscussionpost,andworkonanassignment.Duringthefirsthalfofthecourse,thestudentswillworkonasimulateddigitalmarketingcampaignwheretheywillmanageanonlineadandemailmarketingcampaign.Theywillcompletewiththeirclassmatestoprovidethebestcampaignforafictitiousclient,Ken’sCameraCastle,andwillanalyzetheresultsoftheirefforts.StudentswillalsoworkoncompletingtheGoogleAdWordsFundamentalsandSearchAdvertisingExams,thetwoexamsneededtoreceivetheprofessionalGoogleAdWordscertification.Duringthesecondhalfofthecourse,studentswillworktowardandreceivetheirGoogleAnalyticscertification.Theywillalsoworkonvariousweeklyassignmentsincludingpaidsocialdatavisualizationandanalysis,sociallistening(booleanquerybuilding,analysis,reporting)andmeasurementplanning.Studentswillalsolearnhowtosetbenchmarksbasedonhistoricaldataandforecastprojectionsforfutureperformanceofsocialanalytics.Attheendofthecourse,youwillbetestedonknowledgeofallcoursematerialbytakingaFinalExam.ThiswilloccuronCanvas,willbe50questionslong,andmultiplechoice.

OwnershipEducation:Asgraduatestudents,youarenotpassiveparticipantsinthiscourse.AllstudentsinthisProgramhaveabackgroundinmarketing,advertising,publicrelations,journalism,orsimilarfields.Thisclassallowsyoutonotonlytakeownershipofyoureducationalexperiencebuttoalsoprovideyourexpertiseandknowledgeinhelpingyourfellowclassmates.TheCanvasshellwillhaveanopenQ&Athreadwhereyoushouldposequestionstoyourclassmateswhenyouhaveaquestionasitrelatestoanassignmentoranissuethathascomeupatwork.Yourclassmatesalongwithyourinstructorwillbeabletorespondtothesequestionsandprovidefeedbackandhelp.Thisalsoallowseveryonetogainthesameknowledgeinonelocationratherthantheinstructorrespondingbacktojustonestudentwhichlimitstherestoftheclassfromgainingthisknowledge.

RequiredText:Therewillbenotextbookrequiredforthiscourse,however,youwillneedtopurchasetheStukentMimicIntrosimulationsoftware.Thecostofthissoftwareis$15andcanbeaccessedthroughthislink:https://home.stukent.com/join/E93-05F.

YouwillneedtohavethesoftwarepurchasedandsetupbytheendofWeek3inthecourse.Thesooneryoupurchasethesimulation,though,thebetterbecauseitwillbeagreatbenefittoyoutobeabletofamiliarizeyourselfwiththesimulationbeforeitactuallystartsinWeek4.Inthesimulation,youwillmanageanonlineadandemailmarketingcampaign.

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

TeachingPhilosophy:SocialMediaarenotaskillsetnotlearnedovernightorinjustonecourse.Webelievethatpracticeandconstantexposurehelpstogrowtheseskillsandthiscourseisofferedtonotonlyexposestudentstoadditionalmetricsandpractices,buttoofferthemtheopportunitytodigintodataandseehowvaluableitcanbetooverarchingbusinessgoalsandobjectives.

CoursePolicies:AttendancePolicy:Anexplanationofhowoftentheyareexpectedtoparticipate.Thefollowingisanexample:Becausethisisanonlineasynchronouslydeliveredcourse,attendanceintheformofcallingrollwillnotoccur;however,studentsareexpectedtosignontothecoursesiteatleastonceeachday,Monday–Friday,tocheckforcourseupdatesintheannouncementsanddiscussionsectionsofthesite.

LateWorkandMake-upPolicy:Deadlinesarecriticaltothisclass.Allworkisdueonorbeforetheduedate.Nolateworkwillbeacceptedandalllateworkwillreceiveanautomaticzero.Extensionsfordeadlineswillonlybeforpre-approvedemergencies.Minorinconveniencessuchasfamilyvacationorminorillnessarenotvalidreasonsforextensions.Issueswithuploadingworkforagradeisnotanexcuse.IfstudentishavingtechnicaldifficultieswithCanvas,thereareothermeanstosubmitcompletedwork.Studentmayemail.zipfilesorevenlinkstoDropboxfolderstoInstructorviaUFemail.Studentsshouldcompensatefortechnicaldifficultiesbynotwaitinguntilthelastminutetosubmitwork.

Suggestedtechnicalissuepolicy:Anyrequestsformake-upsduetotechnicalissuesMUSTbeaccompaniedbytheticketnumberreceivedfromLSSwhentheproblemwasreportedtothem.Theticketnumberwilldocumentthetimeanddateoftheproblem.YouMUSTe-mailyourinstructorwithin24hoursofthetechnicaldifficultyifyouwishtorequestamake-up.ContactUFhelpdesk(352)392-HELP.

Emergencyandextenuatingcircumstancespolicy:Studentswhofaceemergencies,suchasamajorpersonalmedicalissue,adeathinthefamily,seriousillnessofafamilymember,orothersituationsbeyondtheircontrolshouldnotifytheirinstructorsimmediately.

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

StudentsMUSTinformtheiracademicadvisorbeforedroppingacourse,whetherformedicalornon-medicalreasons.Youradvisorwillassistwithnotifyingprofessorsandgooveroptionsforhowtoproceedwiththeirclasses.YouracademicadvisorisTiffanyRobbert,andshemaybereachedattrobbert@jou.ufl.edu.

Requirementsforclassattendanceandmake-upexams,assignments,andotherworkinthiscourseareconsistentwithuniversitypoliciesthatcanbefoundintheonlinecatalogueat:https://catalog.ufl.edu/ugrad/current/regulations/info/attendance.aspx

CourseworkSubmissions:AllcourseworkshouldbesubmittedthroughCanvas.

Deadlines:

Thisclass,likeothers,involvesmanydeadlines.Hereisareminder.ThenewlecturestartsonMondays,asdoesanewweek.

● WeeklyQuizzes 11:59PMESTWednesdays● Assignments 11:59PMESTSundays● FinalExam 11:59PMESTmustbesubmittedbyspecificdate

Grading:Yourworkwillbeevaluatedaccordingtothefollowingdistribution(example):

● Quizzes 20%● Assignments 40%● SimulationProject 20%● FinalExam 20%● TotalGrade 100%

Thefinalgradewillbeawardedasfollows:

A 100% to 92.5%A- <92.4% to 89.5%B+ <89.4% to 86.5%B <86.4% to 82.5%B- <82.4% to 79.5%C+ <79.4% to 76.5%C <76.4% to 72.5%C- <72.4% to 69.5%D+ <69.4% to 66.5%D <66.4% to 62.5%D- <62.4% to 59.5%F <59.4% to 0%

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

CourseandAssignmentDetailsWeeklyLectures:

TheinstructorswillpostarecordedvideolecturetoCanvasfor7ofthe12weeksandoneadditionalvideothatreviewsthesyllabus,offeringarobustintroductiontothecourseandcoveredmaterialduringweek1.Thesevideoswillvaryinlengthdependingonthematerial.Itisyourresponsibilitytowatcheachofthevideos.

Althoughitispossibletowatchthepre-recordedvideolecturesatanytimeandatanypace,keepingupwiththevideosweektoweekaccordingtotheschedulewillbeeasierasmanybuildoffofeachotheralongwiththeweeklyreadings.

Quizzes:

Someweeksinthecourse,youwillbeaskedtotakeaquiztotestyourknowledgeoftheweek’scoursematerial(lectures,videos,readings).Thesequizzeswillcontainamixtureofmultiple-choice,trueandfalse,andessayquestions.Allquestionswillbeautomaticallyscored,exceptfortheessayquestions.Theinstructorwillgobackandgradetheessayquestionsseparatelyandadjustthescorewhentherearequizzeswithessayquestions.

FacebookGroup:YouwillbeparticipatinginacourseFacebookgroupweeklywithyourpeersandtheinstructor.ThecourseFacebookgroupwillserveasaquestionsandsocialforumforthecourse.Itwillbeyourplacetotalkaboutanyrelatedtopicstothecourseandaskanyquestionsaboutthetopicswewillbediscussingeachweek.Feelfreetoalsosharearticlesandshowushowyouaremanagingsocialmediaandapplyingwhatyoulearnedinthecourse.Thisisyourplacetoconnectwithothersandhavefunwiththecourse.

Assignments

Youhaveanassignmentdueeveryweekofthecoursewiththeexceptionofweek12inwhichyouwilltakethecourseFinalExam.Readthedetailsofeachonebelowtoknowwhattoexpecteachweek.

Week1Assignment:SocialMediaROIReport Selectanorganizationforthisassignment.ItcanbeeitherthecompanyyouworkfororacompanyyouwouldliketodeterminesocialmediaROIfor.Onceyouhaveselectedyourcompany,dothefollowing:

● DefinesocialmediaROIinrelationtoyourselectedorganization.ThisshouldbeashortstatementorparagraphdetailinghowyouwillexplainsocialmediaROIandhowitcanbedeterminedinregardstothisorganization.Itshouldreadlikeanelevatorpitch.

● Createalistofatleast3-4socialmediagoalsandalistof3-4socialmediaKPIsforeachgoal.Forexample,ifyourgoalwastoincreaseengagement,yourKPIsmightbe:Likes,shares,comments,andmentions.ThelistofgoalsandKPIsmustbeabulletedlist.

● ProvidearationalesectionbelowyourbulletedlistexplaininghoweachsocialmediaKPIyououtlinedwillhelpyoutosuccessfullyachieveitsassociatedgoal.

● Selectatleast1-2toolsthatyouplantousetohelpvalidateyourROIandprovideabriefrationaleforeachtoolyouareproposing.

Week2Assignment:Search&SocialOptimizationReport

Selectanorganizationoffocusforthisassignment.Itcanbeeitherthecompanyyouworkfororanothercompanythatyouwishtofocuson.Onceyouhaveselectedyourorganizationofchoice,dothefollowingusingtheSEMRushtoolandanExceltemplate(downloadavailableinCanvas):

OrganicSearchDataReport:TheOrganicSearchDataReportmustcontainnumbersforthefollowingusingSEMRush:

● OrganicSearchMonthlyTraffic:Listtheestimatednumber

● PaidSearchMonthlyTraffic:Listtheestimatednumber● Backlinks:Listtheestimatednumber● TopOrganicCompetitors:Listatleast3-5ofthetopcompetitors● TopOrganicKeywords:Listthetop3-5organickeywords

SocialMediaOptimizationandOutreachPlan:OncethenumbersarecompiledintheOrganicSearchDataReportabove,youwillthenneedtousetheWordtrackertool-https://app.wordtracker.com/-toidentifyalistof5possiblekeywordsnotinthetoporganickeywordslistaboveforyourselectedcompanythatwillopennewopportunitiesontheirblogandsocialmediachannels.Foreachkeyword,createalistofwhereeachkeywordwillbeused.Youmustlistatleast1-2socialmediachannelsforeachkeyword.Youcanhaveanywherefrom1-5differentplatformsofwhereeachkeywordcanbeused.

Inadditiontothekeywordlist,youwillneedtolistatleast3-5outreachprospectsthatwillhelpgeneratemorebacklinksaswellasexposuretotheirclient’swebsiteandsocialmediachannels.

Youmustalsocreatealistof3-5toolstheywillusetoreachouttoeachprospectlisted.Atleast1ofthesetoolsmustinvolvesocialmediainsomeway.

Week3Assignment:GoogleAdWordsFundamentalsExam

Forthisassignment,youwillneedtotaketheGoogleAdWordsFundamentalExambydoingthefollowing:

● LogintoyourGooglePartnersaccount.● Onceyou’reloggedin,clickon“AdWords”onthelefthandsidemenu.Then,hoverover

AdWordsFundamentalsandclicktheblue“ExamDetails”button.● Clickontheblue“TakeExam”buttonandtaketheexam.● Theexamshouldtakeabouttwohourstocomplete.● Whenyouarecompletedwiththeexam,takeascreenshotofyourscore.Uploadthescreenshot

inCanvas.Ifyoudidnotpasstheexamwithan80%passingscore,donotworry.Youwillbeabletotakeitagainwithin7daysandwillhaveplentyoftimetoretakeitbeforetheendofthiscourse.

Week4Assignment:StukentMimicIntroSimulationProject

Forthisassignment,youwillneedtologintotheStukentMimicIntroSimulationandcompleterounds1and2inthesimulation.ThelinktothesimulationcourseandaPowerPointpresentationfeaturingawalk-throughsetupofyouraccountisprovidedinCanvas.Youwillneedtopay$15forthesimulationduringthesetupprocess.Thesimulationcanbeaccessedthroughthislink:https://home.stukent.com/join/E93-05F.

Inthesimulation,youwillbemanaginganonlineadandemailmarketingcampaignforafictitiousclient,Ken’sCameraCastle.Youwillbecompetingwithyourclassmatestoprovidethebestcampaign.Followtheinstructionsprovidedinthesimulationtosuccessfullycompletethisassignment.

YouwillneedtohavethesoftwarepurchasedandsetupbytheendofWeek3inthecourse.Thesooneryoupurchasethesimulation,though,thebetterbecauseitwillbeagreatbenefittoyoutobeabletofamiliarizeyourselfwiththesimulationbeforeitactuallystartsinWeek4.

Week5Assignment:GoogleAdWordsSearchAdvertisingExam

Forthisassignment,youwillneedtotaketheGoogleAdWordsSearchAdvertisingExambydoingthefollowing:

● LogintoyourGooglePartnersaccount.● Onceyou’reloggedin,clickon“AdWords”onthelefthandsidemenu.Then,hoverover“Search

Advertising”andclicktheblue“ExamDetails”button.● Clickontheblue“TakeExam”buttonontherighthandsideofthepageandtaketheexam.● Theexamshouldtakeabout2hourstocomplete.● Whenyouarecompletedwiththeexam,takeascreenshotofyourscoreandyourGoogle

AdWordsCertification.UploadthescreenshotsinCanvas.Ifyoudidnotpasstheexamwithan80%passingscore,donotworry.Youwillbeabletotakeitagainwithin7daysandwillhaveplentyoftimetoretakeitbeforetheendofthiscourse.

Week6Assignment:WebandSocialMediaAudit

● Part1:WebAudit:Puttogetherawebaudit(in600-800words)inMicrosoftWordforeitherthecompanyyouworkfororacompanythatyouwouldliketodoawebauditonthatincludesthefollowingcomponents:

● WebsiteURL● Branding○ Describethelookandfeelofthewebsitewithdetailsconcerninguser

experienceandflowofpages.○ HELPFULTIP:referencerequiredreadingsforcomponentsyoushould

considerforinclusioninyouraudit● Channelspecificmetrics

○ Forexample:trafficsource,totalvisits,bouncerate,etc.● Referraltrafficbreakdown

○ Includedetailsonsocialtrafficanddenotewhereisitcomingfromspecifically

● Tip:IfyourclienthasGoogleAnalytics(GA)access,pleaseleveragethistool.Ifthatisnotavailabletoyou,useSimilarWeb’sfreeproductofferingonline

● Whenyouarefinishedwiththisassignment,submititviatheWeek6AssignmentPart1submissioninCanvas.

● Part2:SocialMediaAudit:Forthesamecompanyyouselectedforyourwebaudit,findthecompany’ssocialmediachannelsandthenfollowthesestepsofthesocialmediaaudit:

○ FilloutallofthesectionsoftheSocialMediaAuditTemplate,whichcanbeaccessedonthislink:http://www.postcontrolmarketing.com/social-media-audit-template/

○ Readtheinstructionsonthetemplateandfilloutallofthesectionsinregardstoyourcompany,consumers,andcompetitors.Foranexampleonhowtousethistemplate,seethisHarvardBusinessReviewarticle:https://hbr.org/2015/11/conducting-a-social-media-audit

○ Allsectionsoftheaudittemplatewillneedtobecompletedtoreceivefullcreditonthisassignment.Youcanprintouttheaudittemplateandthenfillitoutbyhand,scanit,

andsenditinviaCanvasorcreateyourowntemplatewithallofthesamecolumnsandrowsinaMicrosoftWorddocumentorExcelfile.

○ Whateveroptionyouchooseforthetemplate,itneedstolookprofessionalandeasytoread.

○ Whenyouarefinishedwiththisassignment,submititviatheWeek6AssignmentPart2submissioninCanvas.

Week7Assignment:GoogleAnalyticsforBeginnersAssessments

Forthisassignment,youwillneedtocompletetheGoogleAnalyticsforBeginnerscourseworkandtaketheaccompanyingassessmentsforeachsectionofthecourse.

o Theassessmentsarefoundattheendofeachcoursesection.Thereareatotalof4courseswith4assessments.

o YoumustuploadascreenshotofeachassessmentcompletiontoCanvaso ThegradereceivedontheGoogleAnalyticsassessmentisthegradeyouwillreceiveon

theassignmentinCanvas.Youmayretaketheassessmentbyclickingresetasmanytimesyoufeelnecessarytoachieveyourdesirablescore.

o Examplescreenshot(IMPORTANT:thescreenshotMUSTincludethewebbrowserURLasitshowsassessmentnumberandthescoreatthebottom)

o

Week8Assignment:AdvancedGoogleAnalyticsAssessments&CertificationQuiz

Thisassignmentisbrokenupintotwoparts-theAdvancedAnalyticsAssessmentsandtheCertificationQuiz.

o PART1:Youwillcompletethe4assessmentsasyoudidduringthepreviousweekthatareprovidedwithintheAdvancedAnalyticscoursework.

▪ UploadscreenshotofeachassessmentcompletiontotheAdvancedGoogleAnalyticsassignmentinCanvas

▪ ThegradereceivedontheGoogleAnalyticsassessmentisthegradeyouwillreceiveontheassignmentinCanvas.Youmayretaketheassessmentbyclickingresetasmanytimesyoufeelnecessarytoachieveyourdesirablescore.

o PART2:taketheexamtobecomeGoogleAnalyticsCertified.▪ Whenyou'rereadytotaketheexam,visitgoogle.com/partners.Youwillusethe

sameaccountcreatedearlierinthecourse.Thiswillgiveyouaccesstothefreeexam.

▪ Toaccesstheexam,clicktheexamlinkAnalyticsintheleftnavigation,underCertifications.Onceyou’vepassedtheexam,you'llbeabletoaccessyourpersonalizedcertificateandpublicprofilepage

● FAQ▪ TORECEIVEFULLCREDITFORTHISASSIGNMENT:youmustscreenshotyour

scoreresults.● AttachyourscreenshotinyoursubmissionfortheAdvancedGoogle

AnalyticsassignmentinCanvas,alongwithyour4assessmentscreenshots.

Week9Assignment:PaidSocialDataVisualization&Analysis

Thisweekyouwillbeworkinghandsonwithpaidsocialdatasets,creatingvisualizationsofthedataandanalyzingtogleanmeaningfulinsights.

● ReferencingthepaiddatasetsprovidedtoyouinCanvas,createtherequesteddatavisualizationslistedintheCanvasAssignmentspageforweek9.

● Then,provide300-600wordwrittenanalysis(intotal)aboutthevisualizationsyouhavecreated.o Youmayeitherprovidethisanalysisfromaholisticperspective,ortalkabouteach

visualizationonitsown(roughly50wordspervisual).o Eachvisualizationisworth10points.o Thevisualizationis50%ofthegrade,leaving50%forthewrittenanalysis.

Week10Assignment:SocialListeningAnalysis

Thisassignmentisbrokeninto3parts,theSocialListeningBrief,DashboardCreationusingMeltwaterandbuildingaSocialListeningReport.Detailsbelow:

● Identifysubjectareafortheweeko Youhavethefreedomtochooseanybrandyouwishtoconductsociallisteningaroundo Youmayalsofocusontopicsinsteadofbrands(e.g.sodavs.Coca-Cola)o Youmustidentifyandconsider3competitorsinyourassignments

● Part1:CompleteSocialListeningBrief(worddoc)● Part2:Create2SocialDashboardsinMeltwater

o First,create4Socialqueries/topic--oneforyourmainbrand/topicareaand3forcompetitors

o NextcreateAnalyzeDashboard-thisshouldfocusonyourmainbrand/topicareao ThencreateBenchmarkDashboard-thisshouldcompareyourmainbrand/topictoarea

to3competitors● Part3:CompileaSocialListeningReport

o ReportCriteria–chooseonehypothesis/themeidentifiedinthesociallisteningbrieftogatherandcompiledatafromyourMeltwaterDashboards.Includethefollowingkeymetrics:

▪ Volume(mediaexposure,SOV,etc)▪ Reach▪ Sources▪ Sentiment▪ TopAuthors▪ TrendingThemes

o CreatePowerpointdeckincludingtheabovekeymetrics.Thereisnoslidelimitbutratherfocusonhighlightingthemostactionablefindingsinyourreport.▪ Includeappropriatedatavisualizations-screenshotsfromMeltwaterareOK.▪ Titleeachslideanduselegends/datalabelswhenappropriate.▪ Includewrittenanalysishighlightingyourkeyfindingsinasentenceortwo.

Keepitsimple–youdon’twantyouraudiencetogetlostingraphsormoundsoftext.

Week11Assignment:BenchmarkandForecastingTemplate

● Thisassignmentisbrokeninto2parts,datacompilationandwrittenanalysis.Detailsbelow:o Part1:CompletetheTemplate

▪ YouaretofilloutthetemplateprovidedtoyouinCanvaswiththeprovideddatasetsalsofoundinCanvas.

▪ First,Identify6KPIs(youmaychooseyourownorfollowtheexamplesfromlecture).

▪ Then,pulltheappropriatedatafromthedatasetsandenterintothetemplate.▪ YouwillneedtosetbenchmarksforeachKPIaswell,asdemonstratedduring

theweeklylecture.o Part2:WrittenAnalysis

▪ In300-600words,describewhatthebenchmarksandforecastedprojectionsmean.Discusshowyouareabletosetgoalsbasedonprojectionsandmeasureperformancebasedonbenchmarks.Considerprovidingrecommendationsforhowyouwillmeetthesegoals.

FinalExam:TheFinalExamwillconsistof50questionstestingyourcomprehensionofallcoursematerial.25%ofthequestionswillfocusonmaterialcoveredduringweeks1-6while75%willfocusonweeks7-12.Theexam

willbemultiplechoiceandcompletedinCanvas.Itwillbegradedforaccuracy.TheFinalExamwillbedueonthelastdayofWeek12-November12,2017at11:59p.m.ET

AssignmentsRubric:

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.

Formoredetailsontherubricsinthiscourse,seethemoneachindividualassignmentinCanvas.

UniversityPoliciesUniversityPolicyonAccommodatingStudentswithDisabilities:StudentsrequestingaccommodationfordisabilitiesmustfirstregisterwiththeDeanofStudentsOffice(http://www.dso.ufl.edu/drc/).TheDeanofStudentsOfficewillprovidedocumentationtothestudentwhomustthenprovidethisdocumentationtotheinstructorwhenrequestingaccommodation.Youmustsubmitthisdocumentationpriortosubmittingassignmentsortakingthequizzesorexams.Accommodationsarenotretroactive,therefore,studentsshouldcontacttheofficeassoonaspossibleinthetermforwhichtheyareseekingaccommodations.

StudentswithDisabilitieswhomayneedaccommodationsinthisclassareencouragedtonotifytheinstructorandcontacttheDisabilityResourceCenter(DRC)sothatreasonableaccommodationsmaybeimplemented.DRCislocatedinroom001inReidHalloryoucancontactthembyphoneat352-392-8565.

Netiquette:CommunicationCourtesy:Allmembersoftheclassareexpectedtofollowrulesofcommoncourtesyinallemailmessages,threadeddiscussionsandchats.http://teach.ufl.edu/wp-content/uploads/2012/08/NetiquetteGuideforOnlineCourses.pdf

ClassDemeanor:Masteryinthisclassrequirespreparation,passion,andprofessionalism.Studentsareexpected,withintherequirementsallowedbyuniversitypolicy,toattendclass,beontime,andmeetalldeadlines.Workassignedinadvanceofclassshouldbecompletedasdirected.Fullparticipationinonlineandlivediscussions,groupprojects,andsmallgroupactivitiesisexpected.

Myroleasinstructoristoidentifycriticalissuesrelatedtothecourse,directyouandteachrelevantinformation,assignappropriatelearningactivities,createopportunitiesforassessingyourperformance,andcommunicatetheoutcomesofsuchassessmentsinatimely,informative,andprofessionalway.Feedbackisessentialforyoutohaveconfidencethatyouhavemasteredthematerialandformetodeterminethatyouaremeetingallcourserequirements.

Atalltimesitisexpectedyouwillwelcomeandrespondprofessionallytoassessmentfeedback,thatyouwilltreatyourfellowstudentsandmewithrespect,andthatyouwillcontributetothesuccessoftheclassasbestasyoucan.

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

● CounselingandWellnessresourceso 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:

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.

ScheduleWeeklymoduledates:ThiscoursewilloperateonaMonday-Sundayschedulewiththestartofclassbeginningon8/21/17.

Week1:8/21-8/27 Week7:10/2-10/8

Week2:8/28-9/3 Week8:10/9-10/15

Week3:9/4-9/10 Week9:10/16-10/22

Week4:9/11-9/17 Week10:10/23-10/29

Week5:9/18-9/24 Week11:10/30-11/5

Week6:9/25-10/1 Week12:11/6-11/12

CourseSchedule:WeekOne:SocialMediaInsightsandROILearningObjectives:

● Analyzesocialmediametricsandinsightstomakedatadrivendecisionsonsocialmedia.● DefinesocialmediaROIandhowitcanbeusedinbusiness.● ExplainhowsocialmediaROIcanbemeasuredusingavarietyoftools.● Gatherrelevant(historical)socialdatafromnativechannels.

● DefinesocialmediaKPIs.

Watch:● Lecture:SocialMediaROI● Lecture:SocialMediaInsights

RequiredReadings:● FacebookAudienceInsights● TwitterAudienceInsights● AComprehensiveGuidetoSocialMediaROI● 5ToolstoMeasureSocialMediaROI● NotYourFather’sStrategy:5NewRulestoRealizeSocialMediaROI● 10SocialMediaKPIsYouShouldTrackandMonitor

Assignments:● Quiz:SocialMediaInsightsandROI-Due:8/23/17at11:59PMET

o Afteryouhavewatchedthelectureandcompletedthereadings,takethisquizinCanvas.

● Week1Assignment:SocialMediaROIReport-Due:8/27/17at11:59PMETo Seetheassignmentssectionofthissyllabusforcompleteinstructionsonhowto

completethisassignment.

WeekTwo:SEOandSocialMediaOptimizationLearningObjectives:

● IdentifythebasicprinciplesofSEOandsocialmediaoptimizationandapplythemtooptimizesocialmediaefforts.

● ExplainhowSEOcandrivemoretraffictosocialmediaandhowitcanaccomplishorganizationmetrics.

● Applyskillsininfluencermarketingtogeneratelistsofcontactstobeusedinsocialmediaoutreach,whereyouwillgeneratelinksonwebsitesviapitchesonavarietyofsocialplatforms

Watch:● Lecture:SocialMediaOptimization● ExpertSession:BenBeck-IntroductiontoSEO● ExpertSession:DuaneForrester-LearntheBasicsofSEO(Optional)● ExpertSession:PerrinCarrell-GettingItRightWithKeywordResearch(Optional)● ExpertSession:GabeVillamizar-LinkedInandTwitterOptimization(Optional)

RequiredReadings:● HowtodoSEOOutreach:StrategiesThatWork● HowtoLeverageSocialMediaforSEO:LinkBuilding● 6SocialMediaPracticesThatBoostSEO

Assignments:● Quiz:SEOandSocialMediaOptimization-Due:8/30/17at11:59p.m.ET

o Afteryouhavewatchedthelectureandcompletedthereadings,takethisquizinCanvas.

● Week2Assignment:Search&SocialOptimizationReport-Due:9/3/17at11:59p.m.ETo Seetheassignmentssectionofthissyllabusforcompleteinstructionsonhowto

completethisassignment.

WeekThree:PaidSearchLearningObjectives:

● DescribetheprocessformanagingasuccessfulPPCcampaign.● StudyexamguidestopreparetobecomeprofessionallycertifiedforonlineadvertisingandPPC

campaigns.

Watch:● ExpertSession:JohnGagnon-CoreConceptsofPaidSearchMarketing● ExpertSession:Dr.DebraZahay-HowtoUseOnlineSearchtoBuildYourBrand

RequiredReadings:● DothefollowingtostudyfortheGoogleAdWordsFundamentalsExam:

o LogintoyourGooglePartnersaccount.Ifyoudon’thaveanaccountalready,followtheonscreeninstructionstodothis.YouwillneedtohaveaGoogleaccounttoaccessGooglePartners.

o Onceyou’reloggedin,clickon“AdWords”onthelefthandsidemenu.Then,hoveroverAdWordsFundamentalsandclicktheblue“ExamDetails”button.

o Browsedowntothe“Studyforthisexam”heading,andclickon“TaketheAdWordsFundamentalsonlinecourse”link.

o CompleteallofthelessonsinAdWordsBasicsfreeinteractivecourse.o Thecourseshouldtakeabout2-3hourstocomplete.

Assignments:● Week3Assignment:GoogleAdWordsFundamentalsExam-Due:9/10/17at11:59p.m.ET

o Seetheassignmentssectionofthissyllabusforcompleteinstructionsonhowtocompletethisassignment.

WeekFour:OnlineAdandMarketingCampaignsLearningObjectives:

● Applyskillsinpaidsearch(PPC)tomanageasuccessfulonlineadcampaign.● Identifybestpracticesforemailmarketing.● Explainhowsocialmediaandemailmarketingarebothleadgenerationtoolsandhowtheyboth

canworktogethertohelpachieveanorganization’sgoals.

Watch:● ExpertSession:AprilMullen-EmailMarketingintheDigitalAge● ExpertSession:LarryKim-TheNewEmailMarketing

RequiredReadings:● Pay-Per-ClickCampaigns:HowtoSucceedinPPC● 15oftheBestEmailMarketingCampaignExamplesYou’veEverSeen● 101BestEmailSubjectLines● HowtoIntegrateEmailMarketingWithYourSocialMediaEfforts

Assignments:● Quiz:OnlineAdandMarketingCampaigns-Due:9/13/17at11:59p.m.ET

o Afteryouhavewatchedthelectureandcompletedthereadings,takethisquizinCanvas.

● Assignment:StukentMimicIntroSimulationRounds1and2-Due:9/17/17at11:59p.m.ETo LogintoyourStudentaccountanddoRounds1and2.Completeinstructionswillbe

providedintheMimicIntrosimulation.

WeekFive:GoogleAdWordsLearningObjectives:

● ExplainwhyGoogleAdWordsisanimportantskilltolearnfordigitalmarketerstoday.● IdentifybestpracticeswithGoogleAdWords.● TaketheGoogleAdWordsSearchAdvertisingExam.

Watch:● Nolectureorvideosthisweek.

RequiredReadings:● DothefollowingtostudyfortheGoogleAdWordsSearchAdvertisingExam:

o LogintoyourGooglePartnersaccount.o Onceyou’reloggedin,clickon“AdWords”onthelefthandsidemenu.Then,hoverover

“SearchAdvertising”andclicktheblue“ExamDetails”button.o Browsedowntothe“Studyforthisexam”heading,andclickon“TaketheSearch

Advertisingonlinecourse”link.o CompleteallofthelessonsintheAdWordsSearchBasicsfreeinteractivecourse.o Thecourseshouldtakeabout2-3hourstocomplete.

Assignments:● Week5Assignment:GoogleAdWordsSearchAdvertisingExam-Due:9/24/17at11:59p.m.

ETo Seetheassignmentssectionofthissyllabusforcompleteinstructionsonhowto

completethisassignment.

WeekSix:AuditingforWebandSocialMediaDataLearningObjectives:

● Identifythestepstoauditingonlinewebsitesandsocialmediaforaclient.● Analyzethedatafromawebandsocialmediaauditandexplainhowitcaneffectivelyshow

what’sworkingaswellaswhatimprovementsareneeded.

Watch:● Lecture:AuditingforSocialMediaData● Lecture:AuditingforWebData

RequiredReadings:● TheDifferenceBetweenSocialandWebAnalytics● HowtoPerformaSuccessfulSocialMediaAudit● HowtoDoaSocialMediaAuditforaClient

Assignments:● Week6Assignment:WebandSocialMediaAudit-Due:10/1/17at11:59PMET

o Seetheassignmentssectionofthissyllabusforcompleteinstructionsonhowtocompletethisassignment.

WeekSeven:IntroductiontoWebAnalyticsusingGoogleAnalyticsLearningObjectives:

● Identifyandexplainkeywebmetrics● SuccessfullynavigateGoogleAnalytics● DifferentiatebetweenAudience,AcquisitionandBehaviorreportswithinGoogleAnalytics● Identifymetricsforbasiccampaignandconversiontracking

Watch:● GoogleAnalyticsforBeginnersAnalyticsAcademycoursevideos.UsetheGooglePartners

accountyoucreatedduringweek6.○ https://analytics.google.com/analytics/academy/course/6

RequiredReadings:● TherearenorequiredreadingsthisweekastheGooglelecturetutorialsarequiteextensive.

Assignments:● Week7Assignment:GoogleAnalyticsforBeginners-Due:10/8/17at11:59PMET

o Completetheassessmentsfoundattheendofeachcoursesection.Thereareatotalof4courseswith4assessments.Seetheassignmentssectionofthissyllabusforcompleteinstructionsonhowtocompletethisassignment.

WeekEight:WebAnalyticscontinued-AdvancedGoogleAnalyticsLearningObjectives:

● BecomeaGoogleAnalyticscertifiedprofessionalbytakingtheexam● ExplaintheGoogleAnalyticsdatacollectionprocessandapplyconfigurationsettings● Definecustomdimensionsandmetrics● ExplainUserBehaviorwithEventTracking● Segmentdatabychannel,audienceandothercustomparameters

● Optional:createcustomreportsusingGoogleAnalyticsDemoDatahttps://support.google.com/analytics/answer/6367342?hl=en

Watch:● AdvancedGoogleAnalyticsAnalyticsAcademycoursevideos

○ CompleteAdvanceAnalyticscoursebeforetakingexam:https://analytics.google.com/analytics/academy/course/7

RequiredReadings:● TherearenorequiredreadingsthisweekastheGooglelecturetutorialsarequiteextensive.

Assignments:● Week8Assignment:AdvancedGoogleAnalyticsandCertification-Due:10/15/17at11:59PM

ETo Seetheassignmentssectionofthissyllabusforcompleteinstructionsonhowto

completethisassignment.

WeekNine:PaidSocialAnalyticsLearningObjectives:

● Identifykeymetricsuniquetopaiddatasets● CreatecustomcalculationsusingPaidAnalyticsfromFacebook,InstagramandTwitter● VisualizepaiddatausingExcel● Turnfindingsintoquantifiableinsights(writtenanalysis)

Watch:● Lecture-IntrotoPaidSocialAnalytics(Canvas)● IndustryInsights-PaidSocialWebinar

RequiredReadings:● CreateanaccountwithinFacebookBlueprintandenrollintheAdsManagercourse

o https://facebook.exceedlms.com/student/catalog/show/170312o Readallsectionswithinthecourseandcompleteknowledgecheck

● EverythingYouNeedToKnowAboutPaidSocial(eBookdownloadinCanvas)

SuggestedReadings:● TheBeginner’sGuidetoLinkedInAds(eBookdownloadinCanvas)

Assignments:● Week9Quiz:PaidSocialAnalytics-Due:10/18/17at11:59PMET

o Afteryouhavewatchedthelecture,completedthereadings,andfamiliarizedyourselfwiththepaiddataprovidedthisweek,takethisquizinCanvas.

o Thisismultiplechoiceandwillbegradedforaccuracy.Youhave1attemptedanditisnottimed.Youwillreferencethepaiddatasetsmadeavailabletoyouasyouworkthroughthequiz(opennotes).

● Week9Assignment:PaidDataVisualizationsandAnalysis-Due:10/22/17at11:59PMET

o Seetheassignmentssectionofthissyllabusforcompleteinstructionsonhowtocompletethisassignment.

WeekTen:SocialListeningLearningObjectives:

● Developkeywordlistforlisteningqueries.usingbooleanlogic● BuildaMeltwaterDashboardthataggregatessociallisteningdata● Conductreal-timesociallisteningtomeasureearnedconversationaboutyourbrandand

competitors● Buildasociallisteningreport

Watch:● Lecture-SocialListening(Canvas)● MeltwaterTrainingVideo-thisisthetoolyouwillbeusingtocompleteyourassignmentthis

week;passwordisOutsideInsight

RequiredReadings:● SocialListeningCanHelpBrandsDeriveActionableInsights● ABrand’sDefinitiveGuidetoSocialMediaListening● 7reasonswhysociallisteningisimportant(CanvaseBookdownload)● Boolean101(CanvaseBookdownload)● FundamentalsofImageAnalytics(suggestedreading;CanvaseBookdownload)● 5WaystoUnearthMoreValuefromSocialListening(suggestedreading;CanvaseBook

download)● CampaignMeasurement(CanvaseBookdownload)● SuccesswithSocialListening(CanvaseBookdownload)● ExampleSocialListeningReport(CanvaseBookdownload)

Assignments:● Week10Assignment:SocialListeningAnalysis-Due:10/29/17at11:59PMET

o Seetheassignmentssectionofthissyllabusforcompleteinstructionsonhowtocompletethisassignment.

WeekEleven:BenchmarksandForecastingLearningObjectives:

● Setbenchmarksbasedonhistoricalperformance● Createa6-monthforecastingplanfor6KPIsthatincludebenchmarksacrosseachidentified

socialchannel

Watch:● Lecture-Howtosetsocialbenchmarksandforecastprojections(Canvas)● Demo-HowtouseExceltocreatebenchmarks(Canvas)

RequiredReadings:● ImprovingPerformancethroughSocialMediaBenchmarking

● 5ConsiderationsforSettingPRMeasurementBenchmarks● SocialMediaBenchmarksReport(downloadPDFinCanvas)

SuggestedReadings:● IndustryReport:BrandwatchSocialIndex(greatforcompetitivebenchmarking)

Assignments:● Week11Assignment:ForecastingTemplate-Due:11/5/17at11:59PMET

o Seetheassignmentssectionofthissyllabusforcompleteinstructionsonhowtocompletethisassignment.

WeekTwelve:MeasurementPlanningLearningObjectives:

● Identifygoalsandobjectivesforyourclient.● IdentifyKPIsandsuccessmetricsforyourclient.● Discussthedifferencebetweengoals,objectivesandtactics.

Watch:● Lecture-Whatisit,Whatitmeans,andHowtocreateone(Canvas)

RequiredReadings:● HowToCreateAMeasurementPlanandWhyYouReallyNeedOne● TheSocialMetricMapYouNeedtoSee● 5SocialMediaMarketingMetricsYouShouldBeTracking● CrimsonROIGuide(downloadPDFinCanvas)

SuggestedReadings: ● What’stheDifferenceBetweenGoalsandObjectives

Assignments:● ThereisnoassignmentthisweekastheFinalExammustbecompletedby11/12/17at11:59

PMETo SeetheFinalExamRubricsectionofthissyllabusforcompleteinstructionsonhowto

completethisassignment.

Note:Thereadingsandassignmentsabovearesubjecttochangeduringthecourse.Anychangesmadewillbeannouncedwellinadvancebytheinstructors.PleaseseethemodulesinCanvasforthemostupdatedreadingsyouwillneedtoreadeachweek.