Online Marketing

Class materials: Oct 30 – Nov 3

Social media – managing and measuring earned media

LECTURE NOTES – WEEK 9 (PDF)

In-class exercise: Goal setting and measurement

READ, WATCH, LISTEN:

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

How to use Hootsuite for Social Listening (Hootsuite)

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)

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

A day in the life of a social media manager (Kevan Lee, Buffer Social, September 2014)

Data not seen: the uses and shortcomings of social media metrics (Nancy K. Baym, First Monday Vol 18 No 10, October 2013)

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

Twitter Analytics Dashboard (from Twitter)

Facebook Page Insights (from Facebook)

Google Analytics: Social Reports (Google)