Class materials: July 9 – July 13

Monday

Current use of social media for marketing – the shift to messaging and niche services

LECTURE NOTES – WEEK 3 MONDAY – Messaging and niche services (PDF)
Niche social networks (in-class exercise)

READ, WATCH, LISTEN:

When Mobile Becomes The New Face Of Social (Thomas Husson. Forrester Research, July 2014)

Are Messaging Apps the Future of Social Networking? (Matt Kapko. CIO, July 2014)

Facebook battles Snapchat over future of the camera (Matthew Ingram, Fortune. April 2017)

Are you ready for the mega-shift from social media to private media? (Mark Schaefer, May 2016)

What comes after the social media empires? (Ben Smith, Buzzfeed April 2018)

Rise of Messaging, Conversational Commerce, and Chatbots

Wednesday

Social listening and monitoring: methods and tools for market research to capture interest group conversations

LECTURE NOTES – WEEK 3 WEDNESDAY – Social Listening (PDF)

READ, WATCH, LISTEN:

How to use Twitter Advanced Search

Basic Boolean search operators and query modifiers explained

How to use Hootsuite for Social Listening (Hootsuite)

How to Manage Multiple Social Media Profiles (Kristi Hines, Social Media Examiner, March 2016)

The strength of “weak signals” (McKinsey Quarterly. February 2014)

How to Get Set Up for Listening and Engagement in Hootsuite

How to find Relevant Conversations with Hootsuite

How to listen and engage on Instagram using Hootsuite