Class materials: July 23 – July 27


Creating authentic engagement and relationships.
Influencer marketing
Managing negativity.

LECTURE NOTES – WEEK 5 MONDAY – Social media engagement (PDF)


Social Listening: Damned If You Do, Damned If You Don’t (Jay Baer. Convince & Convert)

Inside the murky world of ‘social media influencers’ (Lauren Brousell, CIO, July 2015)

Inside Influence: Why Publishers are Increasingly Turning to Influencer Marketing – and What That Means for Marketers. (IAB January 2018)

Ad Standards Canada: Influencer Marketing Disclosure Guidelines (2018)

Influencer marketing case studies (IAB January 2018)

The follower factory (New York Times, January 2018)

Influencer marketing fraud – how big a problem is it? (Jennifer Faull. The Drum, June 2018

Drawing a line between negative and unacceptable comments on Facebook

Six ways to avoid social media customer service failure (Shep Hyken, Forbes. October 2016)

US Air Force Blog Assessment Flowchart (also known as how to avoid feeding the trolls)

The Retail Consumer Report: Bring Back Unhappy Customers Via Social Media (Right Now)

Responding to negative comments in social media (Todd Maffin)

Hug your Haters (Jay Baer keynote)

Influencer Marketing Uncovered


The societal context of social media including consumer trust and confidence, and legal and privacy concerns.

LECTURE NOTES – WEEK 5 WEDNESDAY – Societal context of social media (PDF)


Canada’s Anti-Spam Law And Social Media: Marketers Advised To Proceed With Caution (Blaney McMurtry LLP. June 2014)

A Quick Guide to Understanding Canada’s Anti-Spam Law and Social Media Compliance (2015)

Fast Facts – Canada’s Anti-Spam Legislation (Government of Canada)

CASL’s impact on eMail [and social media] marketers (Jeanne Jennings. June 2014)

GDPR and the End of the Internet’s Grand Bargain (Larry Downes. Harvard Business Review, April 2018)

Terms of Service: Didn’t Read

Everything you need to know about the hidden ways Facebook ads target you (Vice, April 2018)

Facebook is using your phone’s location to suggest new friends – which could be a privacy disaster (Kashmir Hill, Fusion. June 2016)

We’re building a dystopia just to make people click on ads (Zeynep Tufekci, TED 2017)

Jennifer Golbeck: The curly fry conundrum: Why social media “likes” say more than you might think