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MMC6936-AdvancedMetricsinSocialMediaFallSemester2017
[email protected]:770-548-8010LinkedIn|TwitterJaredPreusz,[email protected]: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,[email protected].
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.