Digital Marketing

Class materials: July 3 – 7

Tuesday

Measuring success in social media

LECTURE NOTES – WEEK 3 TUESDAY Measuring social media (PDF)
READ, WATCH, LISTEN:

How to use Hootsuite for Social Listening (Hootsuite)

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)

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)

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

Thursday

Search engine advertising

LECTURE NOTES – WEEK 3 THURSDAY Search engine advertising (PDF)

How to determine your AdWords budget and bids (Google)

Steven Levy. Secret of Googlenomics: data-fueled recipe brews profitability. Wired. May 2009.

Google Adwords Home. Classic Pay-per-Click model information

Google Adwords: How to create a campaign, set up ad groups, and types of advertisements

Click Fraud: the Dark Side of Online Advertising (Business Week, October 2006)

How Google AdWords works (Infographic) HubSpot

Introduction to AdWords Playlist (Google)

Hal Varian, Google’s chief economist, explains how the AdWords auction works.

Google Best Practices – Choose the Right Keywords (Google. 2015)