Class materials: July 16 – July 20


Social media strategy and planning.
Selecting the most appropriate forms of social media to meet marketing objectives.
Review of social media strategy team assignment instructions

LECTURE NOTES – WEEK 4 MONDAY – Social Media Strategy and Planning (PDF)

IN-CLASS EXERCISE: Finding Demographic Data


Conducting a Social Media Audit (Keith Quesenberry, Harvard Business Review, November 2015)

The Myth of Social Media (Gallup. 2014)

Social Media Strategy in 8 steps (Jay Baer. Convince & Convert)

6 Research Tactics to Drive Social Media Success (Jay Baer. Smart Insights. 2015)

Gary Vaynerchuk: How to start

Sources of market research data re digital marketing

Statistics Canada Individual and Household Internet Use
The Digital Consumer Report 2014 (Neilsen)
Pew Internet and American Life Project (rich source of data re online activities in the US)
Demographics of Social Media Users (Pew, 2016)
Digital behaviour of teeens (Research from Piper Jaffrey)
Good source of industry statistics:
DataMine for free stats (Comscore)
eMarketer (research data on internet marketing)
Neilsen– some free reports available
Forrester Research – some free reports
Interactive Advertising Bureau (IAB) Research
Marketing Charts
Media in Canada
Canadian Digital Media Network/Research Reports
Wall Street Journal Data Points
CIRA Internet Fact Book 2014
2015 Canadian Digital Future in Focus (Comscore – registration needed)
2016 U.S. Cross-Platform Future in Focus (Comscore – registration needed)
Tech and Media Outlook 2016 (Wall Street Journal Digital 2016)
Internet Trends 2016 (Mary Meeker, KPCB)



Measuring social media success.  Metrics, methods, and software.

LECTURE NOTES – WEEK 4 WEDNESDAY – Measuring social media (PDF)
Social media goals and metrics – In-class exercise


Facebook Advertisers Complain Of A Wave Of Fake Likes Rendering Their Pages Useless (Business Insider. February 2014)

Five Shifts to Fix your Social Media Metrics (Jay Baer)

Measuring your social media ROI (Graham Gullans, Advertising Age. April 2016)

What’s the value of a Like? (John et al, Harvard Business Review, March/April 2017)

Marketers Keep Spending on Social Despite Lack of Results (Lindsay Stein, Advertising Age, February 2016)

Internet Video Views is a 100% bullshit metric (Kevin Baker. Gawker. May 2016)

Beginner’s Guide to Social Media Metrics (Hootsuite) – register for this document for an overview of measuring:
Reach and Exposure
Share of Voice
Audience Growth Rate