Class materials: July 17 – July 21


Creating authentic engagement and relationships.
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)

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)


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)

Wearable computing: challenges and opportunities for privacy protection (Office of the Privacy Commissioner of Canada. January 2014)

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

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