Class materials: November 1

Measuring social media success.  Metrics, methods, and software.

LECTURE NOTES – WEEK 9 – Measuring social media (PDF)
Social media metrics – In-class exercise


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

Do Facebook Likes still matter? Social Media Today, September 2018

Marketers Keep Spending on Social Despite Lack of Results (Lindsay Stein, Advertising Age, February 2016)

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

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


Class materials: November 8

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

LECTURE NOTES – WEEK 10 – Societal context of social media (PDF)


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

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
[ted id=1957]