Online Marketing

Class materials: Oct 30 – Nov 3

Social media – managing and measuring earned media

LECTURE NOTES – WEEK 9 (PDF)

READ, WATCH, LISTEN:

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

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)

Twitter Analytics at a Glance: Improving Strategy and Campaign Planning (Gene Sobolev, 2015)

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)

How to use Hootsuite for Social Listening (Hootsuite)

Google Analytics: Social Reports (Google)

Viral Blog: Viral Friday

Kevin Allocca: Why videos go viral