Avoid Common Errors
Best Practices
Tracking offsite Facebook Ad Conversions
Tracking internal Facebook advertising is pretty straight forward. Insights is a powerful metrics analysis, but what about finding out how many people are driving to your website from your Facebook page?
Read what fbadz.com has to say.
Ad Conversion Tracking
Read what fbadz.com has to say.
Ad Conversion Tracking
Conversion Tracking Tutorial
View more documents from biznickman.
Impressions v. Clicks
From Facebook: Click and Impression Quality, Campaign Cost and Budgeting
From Facebook Marketing
Impression-based advertising guarantees you a certain number of impressions, or placements on the screen. When you bid 50 cents for an impression ad you are agreeing to pay 50 cents for one thousand impressions. This is known as CPM or cost per thousand. Because you only pay for the impressions, any clicks you get out of the deal are free.
Click-through advertising guarantees that the only time you pay for adveritsing is when a user clicks on your ad. So, if you bid 50 cents per click, your 50 cents is spent the first time someone clicks your ad - regardless of whether it is the first impression for your ad or the millionth. This is typically the best.
What Facebook says;
Pay for Clicks (also called cost per click or CPC) advertising allows you to specify a certain amount that you are willing to pay each time a user actually clicks on your ad. Pay for Views (also called cost per thousand impressions or CPM) advertising allows you to specify how much you are willing to pay for 1000 views (or impressions) of your ad.
What others are saying;
What is a Facebook Impression Worth?
From Facebook Marketing
Impression-based advertising guarantees you a certain number of impressions, or placements on the screen. When you bid 50 cents for an impression ad you are agreeing to pay 50 cents for one thousand impressions. This is known as CPM or cost per thousand. Because you only pay for the impressions, any clicks you get out of the deal are free.
Click-through advertising guarantees that the only time you pay for adveritsing is when a user clicks on your ad. So, if you bid 50 cents per click, your 50 cents is spent the first time someone clicks your ad - regardless of whether it is the first impression for your ad or the millionth. This is typically the best.
What Facebook says;
Pay for Clicks (also called cost per click or CPC) advertising allows you to specify a certain amount that you are willing to pay each time a user actually clicks on your ad. Pay for Views (also called cost per thousand impressions or CPM) advertising allows you to specify how much you are willing to pay for 1000 views (or impressions) of your ad.
What others are saying;
What is a Facebook Impression Worth?
Profiling
Your profile is your page's thumbprint, your theme's identification, the backstory to your branding. Here are a few suggestions in maintaining some control over how it's interpreted.
Open or Closed?
What disclosure type lends itself best to your plan and to compel visits to your site?
GCC Expeditions is more intimate in its sharing of personal information because their clientele will be interfacing on a personal level. You'd probably want to get to know the people who will be taking you and your family on a kayaking expedition. I would.
Businesses coming to you for janitorial supplies probably care a bit less. Your business patina is more important than the personalities driving it. Chances are you and your page fall somewhere in between.
Garbage In, Garbage Out
It's an old IT adage, but it applies to your profile and page content as well. More human resource managers and personnel agencies are searching applicant Facebook pages than ever before, in fact it's quickly becoming the top clearinghouse for information on a personal level. Much can be learned about you from your network of friends and their posts to your wall.
This might be a good time to do a little editing, or in some of your cases, a lot. Remember, your personal page is just a click away from your business page. Do you care if your potential visits discover that what you did in Vegas ended up on your buddy's wall? Take a look at status updates and pictures with the eye of your personifications and see what may keep people from liking you.
Sex, Religion and Politics
Probably safe to say that we're living in the most polarizing contexts that this world has seen. If you were invited to your significant other's parent's home for dinner, what topics of conversation would you avoid? Your page should bear the same observation. For me, that's tough to do, so I've created a blog far away from my page, with no link (at least within seven degrees of separation) that might plop the wrong eyes onto my more outspoken, irreverent rants and insights.
Guilt by Association
Joining groups, are you? Been liking a lot lately? Let's see; a cursory check on my page shows John Stewart and the Daily Show, People Should Have to Take a Test and Pass an Interview Before They're Allowed to Reproduce, NPR, my son's racing page, Karen Marguth, Top Gear, Kayaking, and We Can Find a Million People who Believe in Evolution... to name a few. What can be derived from these?
And links? Holy smokes. Fortunately, I can edit.
Vigilance
Watch and read your page(s) on a regular basis. You never know what's going to be posted by your more colorful friends, or what's been hacked onto your likes and groups.
Can you trust a Facebook profile?
Best Practices
Must-reads to add to your blogroll:
Mashable
AllFacebook
Inside Facebook
Social Media Examiner
Enterprise 2.0
Mashable
AllFacebook
Inside Facebook
Social Media Examiner
Enterprise 2.0
The Web is Dead
From Wired Magazine
Some definitions:
FTP - File Transfer Protocol - FTP is usually used to send files from computers to hosting webservers when creating a website. It can also be used as a means of "downloading" files from other servers. FTP is sometimes used to send files from one computer directly to another.
DNS - Domain Name Systems - The DNS is a record, located at the registry, that converts IP addresses from numbers into names, i.e. 123.456.789.0 to www.yourdomain.com. This record tells a browser where your web site is located and also tells mail servers where to route your mail to. If the DNS isn't set-up properly your domain name won't work.
Telnet - A network protocol that enables one computer to communicate with another via the Internet.
Newsgroups - Newsgroups are Internet discussion forums where groups of users with common interests gather to talk about everything from software to comic books to politics.
Peer-to-Peer - Peer-to-peer is a communications model in which each party has the same capabilities and either party can initiate a communication session.
How does this impact you? Leave your comments below.
Stakeholders and Customers
Stakeholder Needs
It's syntax, but it's meaning needs to be understood. If you're working for a large organization, corporation, non-profit organization small business, or a government entity, the stakeholders range from investors and board members, to management and administration, and to peers and colleagues. What you do in representing your organization on Facebook directly impacts its people.
If you're the sole proprietor, and many of you are, you are the stakeholder. It's a term derived from the days of the great Western land rush. Settlers moving west were organized in territories and were enabled to claim parcels of land by going out into the territory and literally staking a claim; driving a large wooden stake into the ground. These pioneer flippers were considered stakeholders. And here you are, virtual stake in hand, ready to stake your claim in the territory of Facebook.
What are your needs? What are the needs of your other stakeholders? Take a look at the questions below from Facebook Marketing:
Customer Needs
Shakespeare used the word customer to mean "prostitute." The late 14th century discovered the term to mean buyer, though it evolved over the next one hundred years to mean, "a person with whom one has dealings," and a bit later, "a person to deal with," as in tough customer.
News flash: they're all tough customers these days. The text explains that despite Facebook's remarkable population, most of its inhabitants are reticent to click ads and visit pages, too darn busy playing Farmville. Hopefully you've created a dozen or so personas of your customers. The next step is to qualify their needs. Facebook Marketing asks these questions:
It's syntax, but it's meaning needs to be understood. If you're working for a large organization, corporation, non-profit organization small business, or a government entity, the stakeholders range from investors and board members, to management and administration, and to peers and colleagues. What you do in representing your organization on Facebook directly impacts its people.
If you're the sole proprietor, and many of you are, you are the stakeholder. It's a term derived from the days of the great Western land rush. Settlers moving west were organized in territories and were enabled to claim parcels of land by going out into the territory and literally staking a claim; driving a large wooden stake into the ground. These pioneer flippers were considered stakeholders. And here you are, virtual stake in hand, ready to stake your claim in the territory of Facebook.
What are your needs? What are the needs of your other stakeholders? Take a look at the questions below from Facebook Marketing:
- What does the stakeholder think of social media?
- Is the stakeholder using Facebook and/or Twitter?
- What are your organization's best campaigns for dealing directly with customers?
- How can your organization improve customer engagement?
- What does social media success mean?
- How does social media marketing increase workload?
Customer Needs
Shakespeare used the word customer to mean "prostitute." The late 14th century discovered the term to mean buyer, though it evolved over the next one hundred years to mean, "a person with whom one has dealings," and a bit later, "a person to deal with," as in tough customer.
News flash: they're all tough customers these days. The text explains that despite Facebook's remarkable population, most of its inhabitants are reticent to click ads and visit pages, too darn busy playing Farmville. Hopefully you've created a dozen or so personas of your customers. The next step is to qualify their needs. Facebook Marketing asks these questions:
- What do they do on social networks?
- How much time do they spend on Facebook?
- How often do they log in and how long do they stay once they get there?
- What annoys them about Facebook?
- Are they fans of other companies on Facebook or follow such on Twitter? Which ones?
- Have friends recommended pages on social media. Which ones and why?
- What are you willing to share with your friends?
Lay the Groundwork
Set Project Goals
- Increased Sales
- Campaign Content Updates
- Improved Customer Service
Social Networking Workflow
Set Up Your Campaign
Define and create your concept, the idea that drives your project reflected in your page. What's the experience for the end user? How can you inspire your audience?
Businesses with a budget usually outsource this stage, looking to design firms or ad agencies to develop their concept. You probably don't have a budget for this, only your imagination.
Procure Content
Give your audience something to go for. You need to create a voice that cuts through all the noise in social media. Articles, essays, start-up dates, behind-the-scenes stories and pics, videos, content that hooks your audience. You can create your own media or find, repurpose and post existing content.
Update Content
Give your audience a reason to come back to your page. Keep your content updated and respond to feedback. Who's in charge of updates? Is there a consensus and guideline on content? Continuity is a must.
Track Metrics
The use of social media generates rich data that tells you how customers receive your social media presence. Some is available by simply scanning a fan page, while other data can be found using Google Analytics, Omniture, Coremetrics or Webtrends. Look in Facebook Insights. We'll tackle this later in
Chapter Nine.
Analyze and Revise
After your page has been running for awhile you'll need data to interpret and what you'll find is the efficacy of your content, your campaign ideas. Perhaps it's a goal of 2500 fans, or 5000 unique visitors to your page during a month. Goals not realized? Time to revise.
Define and create your concept, the idea that drives your project reflected in your page. What's the experience for the end user? How can you inspire your audience?
Businesses with a budget usually outsource this stage, looking to design firms or ad agencies to develop their concept. You probably don't have a budget for this, only your imagination.
Procure Content
Give your audience something to go for. You need to create a voice that cuts through all the noise in social media. Articles, essays, start-up dates, behind-the-scenes stories and pics, videos, content that hooks your audience. You can create your own media or find, repurpose and post existing content.
Update Content
Give your audience a reason to come back to your page. Keep your content updated and respond to feedback. Who's in charge of updates? Is there a consensus and guideline on content? Continuity is a must.
Track Metrics
The use of social media generates rich data that tells you how customers receive your social media presence. Some is available by simply scanning a fan page, while other data can be found using Google Analytics, Omniture, Coremetrics or Webtrends. Look in Facebook Insights. We'll tackle this later in
Chapter Nine.
Analyze and Revise
After your page has been running for awhile you'll need data to interpret and what you'll find is the efficacy of your content, your campaign ideas. Perhaps it's a goal of 2500 fans, or 5000 unique visitors to your page during a month. Goals not realized? Time to revise.
Your Facebook Presence
Understand Your Targeted Market
Gliding Glen Canyon
Establish Personas - a sample backstory of your customer base.
Jared is 42, a small business owner in Southern California who enjoys outdoor activities including kayaking. He's divorced has a couple of kids with whom he has typical visitation and is always looking for unique getaways to develop indelible experiences in the limited time they have together. He uses social media mainly to establish dating ties and hook up with buddies for ball games and fishing trips.
Carol is 29, has completed her grad work and works for a PR firm in Phoenix. She's single, maintains a close relationship a few other women, mostly on a professional level, and is always looking for a unique getaway. She's a mountain-biker, snowboarder, and water skier. She's fit and works hard to be in good condition. Her social ties share common values in fitness and outdoor activity and she maintains most of these relationships through Facebook.
Greg is 57, married with three kids and two grandkids. He's on the backside of a career in sales and prides himself on the vacation opportunities he creates for his family, especially his grandkids. He's a bit out of shape, his spouse likewise, though they're active fishers and campers. They've endured the crazy years of parenting and now find themselves empty-nesters. They stay connected with their kids through Facebook and chat regularly with their grandkids,
Establish Effective Tactics
Take a look at Harry's.
Who's their audience?
What is their strategy?
How has their page configuration helped them reach their audience and strategy?
What's compelling about their page?
Define your Audience
Determine your Strategy
Configure your Page
Make it Compelling
Gliding Glen Canyon
Establish Personas - a sample backstory of your customer base.
Jared is 42, a small business owner in Southern California who enjoys outdoor activities including kayaking. He's divorced has a couple of kids with whom he has typical visitation and is always looking for unique getaways to develop indelible experiences in the limited time they have together. He uses social media mainly to establish dating ties and hook up with buddies for ball games and fishing trips.
Carol is 29, has completed her grad work and works for a PR firm in Phoenix. She's single, maintains a close relationship a few other women, mostly on a professional level, and is always looking for a unique getaway. She's a mountain-biker, snowboarder, and water skier. She's fit and works hard to be in good condition. Her social ties share common values in fitness and outdoor activity and she maintains most of these relationships through Facebook.
Greg is 57, married with three kids and two grandkids. He's on the backside of a career in sales and prides himself on the vacation opportunities he creates for his family, especially his grandkids. He's a bit out of shape, his spouse likewise, though they're active fishers and campers. They've endured the crazy years of parenting and now find themselves empty-nesters. They stay connected with their kids through Facebook and chat regularly with their grandkids,
Establish Effective Tactics
- What do customers of a kayak touring service want?
- What is within my means and expertise to provide?
- What makes my service unique?
- What does my competition do?
Take a look at Harry's.
Who's their audience?
What is their strategy?
How has their page configuration helped them reach their audience and strategy?
What's compelling about their page?
Define your Audience
Determine your Strategy
Configure your Page
Make it Compelling
ad2action.com - A Look at Social Media Marketing Strategy
ad2action.com
Social networking websites, such as Facebook, can be one of your most powerful tools for gathering leads and promoting your business—as long as you do it right. To give you a reason to feel motivated, there are millions of subscribers on Facebook and they are found all over the world. If you’re thinking of going global Facebook may just be a good place to start.
To improve your presence on Facebook try these suggestions:
Create a Business Fan page.
Not a lot of businesspersons are aware that you can actually create a business account on Facebook. For instructions on how to do this, visit http://www.facebook.com/advertising/?pages.
It’s different from a personal page in that the information can be quite restrictive with business accounts but it allows you to create, manage, and keep track of your Facebook advertising campaigns. You can also develop a personal profile that is more suitable for a business entity like yours.
Integrate different applications.
Do you have a blog hosted by other blogging platforms such as Wordpress or Blogger? Perhaps you have your own Twitter or Plurk accounts. You can now integrate these applications right into your profile so that more updates will be added to your page. You can also use this method to avoid creating duplicate content. You do, however, want to be careful about how often new information is added to your profile, as contacts may become annoyed by too many Twitter updates, for example.
Look for contacts from your e-mails.
Facebook also permits you to look for contacts directly from from your e-mail accounts. This is far more ideal than randomly choosing people from the website because your contacts have already been in touch with you at least once and there is already a level of awareness for who you are and what services you provide. It’s easier to build trust and credibility with strangers when you are surrounded and supported by friends and associated. They can also refer you to their own contacts who can then refer you to their contacts in a never-ending method called Viral Marketing.
Choose a keyword-rich URL.
You can now create a more specific URL for your page through http://www.facebook.com/username/. This can be an opportunity for you to develop a keyword-rich address for your business which may also carry the official name of your enterprise. The point here is that the page can be indexed by SERPs (Search Engine Results Pages), so you’ll want to ensure that search engine users can immediately see and click on your link when they look for information about your niche.
Check your landing page.
A landing page is important on Facebook for two reasons:
First, you have to remember that you can create ads on Facebook, so you’ll want to have a page where you can send the users who click on them.
Second, you can add links into your own profile.
This completes lesson #4.
If you are not already an ad2action member, we invite you to JOIN TODAY! ad2action rewards you for selling our powerful Internet Marketing Products, as well as provides the tools for you to market & sell your own products and services using the ad2action platform. We also supply additional products to resell in the event you do not already have a product.
Social networking websites, such as Facebook, can be one of your most powerful tools for gathering leads and promoting your business—as long as you do it right. To give you a reason to feel motivated, there are millions of subscribers on Facebook and they are found all over the world. If you’re thinking of going global Facebook may just be a good place to start.
To improve your presence on Facebook try these suggestions:
Create a Business Fan page.
Not a lot of businesspersons are aware that you can actually create a business account on Facebook. For instructions on how to do this, visit http://www.facebook.com/advertising/?pages.
It’s different from a personal page in that the information can be quite restrictive with business accounts but it allows you to create, manage, and keep track of your Facebook advertising campaigns. You can also develop a personal profile that is more suitable for a business entity like yours.
Integrate different applications.
Do you have a blog hosted by other blogging platforms such as Wordpress or Blogger? Perhaps you have your own Twitter or Plurk accounts. You can now integrate these applications right into your profile so that more updates will be added to your page. You can also use this method to avoid creating duplicate content. You do, however, want to be careful about how often new information is added to your profile, as contacts may become annoyed by too many Twitter updates, for example.
Look for contacts from your e-mails.
Facebook also permits you to look for contacts directly from from your e-mail accounts. This is far more ideal than randomly choosing people from the website because your contacts have already been in touch with you at least once and there is already a level of awareness for who you are and what services you provide. It’s easier to build trust and credibility with strangers when you are surrounded and supported by friends and associated. They can also refer you to their own contacts who can then refer you to their contacts in a never-ending method called Viral Marketing.
Choose a keyword-rich URL.
You can now create a more specific URL for your page through http://www.facebook.com/username/. This can be an opportunity for you to develop a keyword-rich address for your business which may also carry the official name of your enterprise. The point here is that the page can be indexed by SERPs (Search Engine Results Pages), so you’ll want to ensure that search engine users can immediately see and click on your link when they look for information about your niche.
Check your landing page.
A landing page is important on Facebook for two reasons:
First, you have to remember that you can create ads on Facebook, so you’ll want to have a page where you can send the users who click on them.
Second, you can add links into your own profile.
This completes lesson #4.
If you are not already an ad2action member, we invite you to JOIN TODAY! ad2action rewards you for selling our powerful Internet Marketing Products, as well as provides the tools for you to market & sell your own products and services using the ad2action platform. We also supply additional products to resell in the event you do not already have a product.
Social Media Myths
on June 2, 2010 on Social Media RockStar
Social media has broken out of the underground and into the mainstream. And while personal social media literacy rates are rapidly rising, awareness of how to use social media tools for business and marketing campaigns is still very murky.
Here are 10 of the most common myths I’ve had to untangle during my social media consulting gigs:
Social media marketing works best for remark-able products that are of great interest to heavy social media users (think: Facebook apps, Web hosting plans, 4g mobile phones, technology conferences). For more traditional products, and you can expect low-to-moderate interest unless you find a breakthrough and ultra-creative angle.
Social media has broken out of the underground and into the mainstream. And while personal social media literacy rates are rapidly rising, awareness of how to use social media tools for business and marketing campaigns is still very murky.
Here are 10 of the most common myths I’ve had to untangle during my social media consulting gigs:
1. Social Media Marketing is Easy
Actually, social media marketing is a lot of hard work. You have to find, filter, create and share content constantly… schmooze smoother a social butterfly with 36 heads… and do lots of time-consuming favors for people. The pace of the social media world is like a busy bar or restaurant: fun to visit, but stressful and demanding to work in. If you’re not willing to constantly read, learn, solve technical puzzles and socialize with people – you’ll just be treading water and going nowhere.2. Social Media Marketing Works Overnight
Actually, social media marketing usually takes months or years of persistent effort before you reach any kind of successful plateau. Your first dozen blog posts are probably gonly gonna get read by your mom, and you may get few comments or kudos. It might take you 6 months to crack 1000 Twitter followers, but once you get some moment… things start to spread exponentially. This blog only had 400 subscribers the first 6 months, but by 18 months it crossed 6,000 RSS subscribers. Social Media Rockstar now gets comments and new subscribers even when I don’t post on it. Don’t give up before the miracle happens!3. Social Media Marketing is Free
Actually, social media marketing costs a lot of your time and/or money. You can do it yourself if you’re willing to spend hundreds of hours interacting with people and making chit chat, or you can save some time by hiring a consultant who has already put in the hours and can share shortcuts and personal connections. People who really know their social media are going to be busy and in-demand, and they’ll charge for their fleeting time accordingly.4. Social Marketing Works Well for Any Type of Business
Actually, social media works best for certain types of products and services – and not-so-well for others. In Seth Godin’s excellent book Meatball Sundae, he explains the metaphor of the meatball being a boring / ordinary product – and the whipped cream and cherrry on top being “new media marketing.” So the combination of taking a meatball (i.e., a lawn chairs or life insurance) and adding some social media toppings – (http://Twitter.com/AwesomeLifeInsurance) – isn’t got to be that appetizing or successful.Social media marketing works best for remark-able products that are of great interest to heavy social media users (think: Facebook apps, Web hosting plans, 4g mobile phones, technology conferences). For more traditional products, and you can expect low-to-moderate interest unless you find a breakthrough and ultra-creative angle.
5. Social Marketing is Typically High ROI
Actually, most people and companies are remunerated quite poorly for all the hours they spend on Twitter or Facebook. Only a small elite make huge money from social media marketing. For many companies, it is usually wise invest a significant part of your web marketing budget in higher return-on-investment (ROI) tactics: SEO (search engine optimization), PPC (pay-per-click) marketing or CRO (conversion rate optimization) - and slowly supplement this main course with social media juice.6. Social Marketing is Best Handled by the Intern
Actually, Social media is really easy to screw up. Who do you want to be the public voice of your brand: a hungover sorority girl intern, an outsourced guy in Uganda with satisfactory English skills, an mid-level marketing manager having a midlife crisis – or you, yourself? It’s quite easy to offend people and stir up an online reputation problem, damage your company brand, or make a costly mistake (i.e., picking the wrong wording for your company Facebook fan page, which can never be changed — or forgetting a password and locking yourself out of a key account .) A better option might be to get initial guidance from an experienced social media professional, and to let your intern or assistant follow their guidelines.7. Great Content Sells Itself
Actually, great web content often laungishes about… unseen and unshared. Great films never win an award. Great bands are passed over by music industry exces. Total garbage makes the bestseller list, and it hits the Digg home page too. Social media is a popularity contest – probably even more than Hollywood is. It making relationships and paying attention to other people, so when the time is right, they’ll pay attention to you and your content. You should expect to make a lot of friends and do a lot of favors for them, first…. before they’ll be willing to check out your stuff.8. Social Marketing is the Hottest New Trend
Actually, the “golden era” of social media marketing was from 2006 to 2008. Audiences were far less jaded and self-proclaimed experts were few. Starting around 2009, exponentially more people (like myself) started to blog and tweet about social media – making it expoenentially more difficult to stand out. Now social media users’ brains and eyeballs are quickly becoming jaded and fatigued. Only the best of the best content, and most charismatic (or narcissistic) personalities can crack through all the “me too” the noise and rise to the top.9. Setting Up a Blog / Facebook Page / Twitter widget = Effective Social Media Strategy
Actually, it won’t do much of anything without something to say to the world. Having a Twitter profile or Facebook fan page is like having a cell phone. Everyone has one, and you having one too isn’t going to make special or popular. You are required to be an interesting conversationalist. Social media is about making connections with real people, which usually takes intensive real human interaction and TLC. Don’t believe that slapping a Twitter widget at the bottom of your company web page is a “social media strategy.” A blog or social media button is just a basic tool, and if you believe it’s going to get you popularity and traffic without ongoing effort – you’re a social media “tool,” also.10. Social Media Buzz = Sales and Income
Actually, social media is a very indirect form of marketing. Most people who visit your websites or social media profiles will never buy your products, check out your services or click on your ads. People are naturally self-centered, especially when they’re surfing the web. Most of the people you make a connect with will eventually drop you as a friend or forget about you – but a small number of the people will loyally return, pay attention, comment… and even fewer will buy your stuff. The best you can do is search out niches where you can get better targeted traffic and raise the quantity (of new content and promotional efforts) so your-1%-of-visitors-who-become-buyers adds up to a bigger bottom line.
Syllabus - Course Description, Goal and Outcomes
This intermediate course is designed for majors in the New Media track interested in how and why new social media works. Curriculum focuses on the emergence and progress of social media, monitoring personal social media usage, gathering data, analyzing innovations and platforms and their uses in networking, marketing and disseminating information.
Facebook and Twitter are the social media of study with the overarching goal to develop graduates with marketable new social media skills in creating content, targeting audiences and monitoring reactions.
To this end, if you show up regularly, listen and contribute to discussion, and do the activities involved in this course’s curriculum, you will be able to:
1. Understand the emergence and progress of social media,
2. Assess impacts of social media and citizen journalism,
3. Increase awareness of communication contexts involved in social media,
4. Create, maintain and promote a Facebook account,
5. Create a social media “product,”
6. Execute basics of Facebook advertising,
7. Develop a social media campaign,
8. Collect and assess analytics,
9. Apply social media marketing principles in different organizations.
Facebook and Twitter are the social media of study with the overarching goal to develop graduates with marketable new social media skills in creating content, targeting audiences and monitoring reactions.
To this end, if you show up regularly, listen and contribute to discussion, and do the activities involved in this course’s curriculum, you will be able to:
1. Understand the emergence and progress of social media,
2. Assess impacts of social media and citizen journalism,
3. Increase awareness of communication contexts involved in social media,
4. Create, maintain and promote a Facebook account,
5. Create a social media “product,”
6. Execute basics of Facebook advertising,
7. Develop a social media campaign,
8. Collect and assess analytics,
9. Apply social media marketing principles in different organizations.
Syllabus - Item Pool and Course Requirements
These activities are designed to get you discovering different aspects and applications of social media, develop a working knowledge of specific social media technology, and contribute to your portfolio.
The genesis of Social Media (Objective 1) 100 Points
Create a clip that chronicles the evolution of social media and post it to the course’s Facebook page via YouTube. Use only images and audio to which you have legal access and usage rights. This is a group activity.
Social Media and Citizen Journalism (Objective 2 and 3) 200 Points
Blog your findings on the earliest and latest iterations of citizen journalism. Include your thoughts on social communicative outcomes, impacts on traditional (rapidly becoming archaic) media, and distribution to third and fourth screens. Embed visual support and encourage dialogue with your peers.
Facebook (Objectives 4 - 7) 400 Points
More as a verb than a proper noun, create your social media “product,” a fan page designed to promote your agenda. Plan your approach and present the plan to the class. Develop your social media presence and promote your agenda via pages, groups, with specific content strategies, and create demand through social media ads and integrating campaign approaches through secondary and tertiary channels.
Keep Score - Baseline (Objectives 8 & 9) 100 Points
Collect baseline data from Google Insights and upload data to a spreadsheet. Analyze and evaluate the data, interpreting user and interaction data in terms of demographics, page views and media consumption.
Keep Score - Outcome Analysis (Objectives 8 & 9) 100 Points
Collect new data from Google Insights and upload data to a spreadsheet. Analyze and evaluate the data, interpreting user and interaction data in terms of demographics, page views and media consumption and discuss how the numbers reflect your attempts in reaching your campaign goals.
Assessment (All Objectives) 100 Points
Syllabus - Course Policies and Resources
Qualification
As a core class for the Bachelor of Communication degree, you need to achieve a C+ or higher as the grade outcome of this class for it to count towards your degree requirements.
Final Exam
The final exam for this class is December 14th at 9:30 a.m.
Missing Class
Class attendance goes without question. Two absences and your evaluation drops one whole grade. Four absences results in administrative withdrawal or if after the withdraw deadline, failing the course. There is no such thing as an excused absence. You show up or you don’t. The drop date this semester is July 2.
Plagiarism and Cheating
Plagiarism is the use of another source’s words, ideas or statistics without their permission and/or proper citation. Anyone who plagiarizes material in my class will receive a grade of zero on that assignment. Anyone found cheating on term assessments will fail the test, though I also reserve the right to assign you an “F” for the course and/or refer you to our chair for further sanctions. If you submit a falsified electronic document that I cannot open, you will fail the assignment. Please keep in mind that one can be expelled from the college for academic dishonesty.
Also see Academic dishonesty / Academic integrity policy.
Electronic Devices
Cell phones will not be tolerated in class. Turn them off while you’re here. First interruption infraction and you're buying everyone pizza and sodas the next meeting. Second infraction and you're buying everyone lunch at Cafe Rio. Lap tops are encouraged for use in class discussion and research.
Submission of Assignments
Any work for this class that is to be submitted by means other than online will be submitted via email as a PDF document. This ensures I can open your document and verify contents regardless of platform. No other format will be accepted. Format your submissions in the subject line with the course number, assignment, and your name. If I were submitting the first assignment for COMM3480, my subject line would read:
COMM3480, Assignment 1, Young.
Likewise, if you email me a link to your work on your blog, please format the subject line in the same manner.
Assignments are due the date indicated on the course schedule on this web site. I don't accept late work nor do I accept technical excuses like a crashed computer or an email glitch. Papers are due by the beginning of class. Work containing typographical and grammatical errors will be returned without evaluation. Proof your work. The college provides a free service for students desiring additional assistance with their writing assignments. The Writing Center is located in the Browning Building. Call Barbara Turnbow at 652-7743 for information.
Email Communication
Important class and college information will be sent to your D-mail account. All DSC students are automatically assigned a D-mail email account. Click and select D-mail for complete instructions. You will be held accountable for information sent to your D-mail, so please check it often.
Hostility
I reserve the right to remove any student from this class and/or program based on documentable breech of citizenship such as sexual harassment, hostile environment, discrimination based on race, religion, gender and/or sexual preference, plagiarism, misrepresentation, and/or malicious gossip.
Withdrawal and Drop Deadlines
Please consult the semester schedule for withdrawal and reimbursement deadlines. You will be charged a $10 fee for dropping this class.
Late Work and Missing Tests
Should you miss an assessment due to medical reasons, you must provide documentation that states you were otherwise occupied at the time or in the general vicinity of class time. All excused absences must be presented right after the absence, and will be verified. I will determine what is excused. Any missed exams will only be made up with appropriate excused documentation.
Students with Disabilities
If you are a student with a medical, psychological or a learning difference and requesting reasonable academic accommodations due to this disability, you must provide an official request of accommodation to your professor(s) from the Disability Resource Center within the first two weeks of the beginning of classes. Students are to contact the center on the main campus to follow through with, and receive assistance in the documentation process to determine the appropriate accommodations related to their disability.
You may call (435) 652-7516 for an appointment and further information regarding the Americans with Disabilities Act (ADA) of 1990 per Section 504 of the Rehabilitation Act of 1973. The office is located in the Student Services Center, Room #201 of the Edith Whitehead Building.
Library and Literacy Contacts
Dianne Hirning is the librarian over Communication resources. She is your resource and guide for research within this discipline. You can reach her at hirning@dixie.edu and by phone at 652-7720.
Resources:
* Library - http://library.dixie.edu
* Writing Center - http://new.dixie.edu/english/dsc_writing_center.php
* Testing Center - http://new.dixie.edu/testing
* Tutoring Center - http://dsc.dixie.edu/tutoring/
As a core class for the Bachelor of Communication degree, you need to achieve a C+ or higher as the grade outcome of this class for it to count towards your degree requirements.
Final Exam
The final exam for this class is December 14th at 9:30 a.m.
Missing Class
Class attendance goes without question. Two absences and your evaluation drops one whole grade. Four absences results in administrative withdrawal or if after the withdraw deadline, failing the course. There is no such thing as an excused absence. You show up or you don’t. The drop date this semester is July 2.
Plagiarism and Cheating
Plagiarism is the use of another source’s words, ideas or statistics without their permission and/or proper citation. Anyone who plagiarizes material in my class will receive a grade of zero on that assignment. Anyone found cheating on term assessments will fail the test, though I also reserve the right to assign you an “F” for the course and/or refer you to our chair for further sanctions. If you submit a falsified electronic document that I cannot open, you will fail the assignment. Please keep in mind that one can be expelled from the college for academic dishonesty.
Also see Academic dishonesty / Academic integrity policy.
Electronic Devices
Cell phones will not be tolerated in class. Turn them off while you’re here. First interruption infraction and you're buying everyone pizza and sodas the next meeting. Second infraction and you're buying everyone lunch at Cafe Rio. Lap tops are encouraged for use in class discussion and research.
Submission of Assignments
Any work for this class that is to be submitted by means other than online will be submitted via email as a PDF document. This ensures I can open your document and verify contents regardless of platform. No other format will be accepted. Format your submissions in the subject line with the course number, assignment, and your name. If I were submitting the first assignment for COMM3480, my subject line would read:
COMM3480, Assignment 1, Young.
Likewise, if you email me a link to your work on your blog, please format the subject line in the same manner.
Assignments are due the date indicated on the course schedule on this web site. I don't accept late work nor do I accept technical excuses like a crashed computer or an email glitch. Papers are due by the beginning of class. Work containing typographical and grammatical errors will be returned without evaluation. Proof your work. The college provides a free service for students desiring additional assistance with their writing assignments. The Writing Center is located in the Browning Building. Call Barbara Turnbow at 652-7743 for information.
Email Communication
Important class and college information will be sent to your D-mail account. All DSC students are automatically assigned a D-mail email account. Click and select D-mail for complete instructions. You will be held accountable for information sent to your D-mail, so please check it often.
Hostility
I reserve the right to remove any student from this class and/or program based on documentable breech of citizenship such as sexual harassment, hostile environment, discrimination based on race, religion, gender and/or sexual preference, plagiarism, misrepresentation, and/or malicious gossip.
Withdrawal and Drop Deadlines
Please consult the semester schedule for withdrawal and reimbursement deadlines. You will be charged a $10 fee for dropping this class.
Late Work and Missing Tests
Should you miss an assessment due to medical reasons, you must provide documentation that states you were otherwise occupied at the time or in the general vicinity of class time. All excused absences must be presented right after the absence, and will be verified. I will determine what is excused. Any missed exams will only be made up with appropriate excused documentation.
Students with Disabilities
If you are a student with a medical, psychological or a learning difference and requesting reasonable academic accommodations due to this disability, you must provide an official request of accommodation to your professor(s) from the Disability Resource Center within the first two weeks of the beginning of classes. Students are to contact the center on the main campus to follow through with, and receive assistance in the documentation process to determine the appropriate accommodations related to their disability.
You may call (435) 652-7516 for an appointment and further information regarding the Americans with Disabilities Act (ADA) of 1990 per Section 504 of the Rehabilitation Act of 1973. The office is located in the Student Services Center, Room #201 of the Edith Whitehead Building.
Library and Literacy Contacts
Dianne Hirning is the librarian over Communication resources. She is your resource and guide for research within this discipline. You can reach her at hirning@dixie.edu and by phone at 652-7720.
Resources:
* Library - http://library.dixie.edu
* Writing Center - http://new.dixie.edu/english/dsc_writing_center.php
* Testing Center - http://new.dixie.edu/testing
* Tutoring Center - http://dsc.dixie.edu/tutoring/
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