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MKTG 5722, Fall 2014 Social Media Marketing Strategies

by: Frederick Notetaker

MKTG 5722, Fall 2014 Social Media Marketing Strategies MKTG 5722

Marketplace > University of Missouri - St. Louis > Marketing > MKTG 5722 > MKTG 5722 Fall 2014 Social Media Marketing Strategies
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Social Media Marketing Strategies
Perry Drake
MKTG 5722, Fall 2014 Social Media Marketing Strategies




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This 43 page Bundle was uploaded by Frederick Notetaker on Saturday January 9, 2016. The Bundle belongs to MKTG 5722 at University of Missouri - St. Louis taught by Perry Drake in Fall 2014. Since its upload, it has received 68 views. For similar materials see Social Media Marketing Strategies in Marketing at University of Missouri - St. Louis.


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Date Created: 01/09/16
Module 8 Homework (due 12/11) 1. Tell me the three most important things you learned from Dan Zarella’s video. Highly followed accounts engage less in conversation. They tend to broadcast links to interesting content. More comments does not mean more views. Pictures give a lot of more looks than not. Be authoritative about why people should listen to you. 2. Tell me the three most important things you learned from Josh Och’s video. Comment and liking posts activates their friends which creates more followers. Image, question call to action and links is success on Facebook. Do not post more than twice a day on facebook. 3. Sign up for TureSocialMetrics that was mentioned in the article by Moz. What is the conversation, amplification and applause rate for your facebook page? Conversation rate Comments per post 0.07 Amplification rate Shares per post 0.00 Applause rate Favorites per post 0.40 Syllabus: MKTG 5722, Fall 2014 Social Media Marketing Strategies Instructor: Perry D. Drake Mobile: 914-299-4879 Email address: Campus Office: 206 ESH Office Hours: By Appointment. I am on campus most every day. I can meet you within a 24 hour notice most of the time. Just text me, tweet me, or call my mobile. Welcome Welcome to Social Media Marketing Strategy. I am so excited to be offering you this very unique course through the University of Missouri – St. Louis. Very few universities offer the selection of digital and social medial marketing courses that we do. I am thrilled you are taking advantage of the great opportunity that is certain to give you that competitive advantage in the job market. Whether your major is in marketing, education, finance, Accounting, or communications it does not matter. We are all impacted by the disruption being caused by these emerging media and technologies. Be prepared. It is going to be a fast paced and awesome journey into the world of social media marketing. Additionally, I do hope you all have a tablet or a smart phone. We will be utilizing many social media apps throughout the semester. It will make the learnings much easier. Any problems in this regard, please contact me immediately so we can discuss other options. Biography I am currently the Assistant Teaching Professor of Digital and Social Media Marketing in the College of Business Administration at the University Of Missouri – St. Louis. I have also been appointed the Academic Director of Programs in Business within the School of Professional and Continuing Studies. My current responsibilities are for the creation and instruction of the digital and social media marketing courses, programs, certificates and workshops at the undergraduate and graduate levels in addition to noncredit curriculums and certifications. Since arriving at the University in January of 2013 I have created and am now offering over 10 different types of digital and social media courses to the St Louis area including a new Certificate in Digital and Social Media Marketing for MBA students. Page 1 of 13 Syllabus: MKTG 5722, Fall 2014 Social Media Marketing Strategies I am also a published author of Optimal Database Marketing by Sage Publications, a regular speaker at industry functions and event, have appeared in many journals and have appeared on TV several times. For a full list of my publications and public speaking events visit my UMSL bio page at: Prior to joining UMSL in January of 2013, I was with NYU as an Assistant Professor for 14 years teaching and building out similar new and cutting edge marketing and data visualization classes and programs and had the privilege of receiving two outstanding teaching awards during that time. I am a native of St. Louis and an alumni of UMSL. Most every morning you will find me running in Forest Park, rain or snow. I am a long distance runner who has run the New York City Marathon several times. I also enjoy biking and swimming. Teaching Philosophy My teaching philosophy is all about engaging you with me and each other through readings and discussions about the latest news, uses, and tools in the world of social and digital media marketing. 25% of your grade in this course will be how I access your sharing of your ideas and thoughts about the various topics and examples we will be talking about throughout the semester. We will rely heavily on the use of the blackboard discussion threads, the Bonfyre app, video sharing and voice threads and other techniques to accomplish this. I want to hear from each of you and for you to share your ideas with your classmates and additionally tell your classmates what you think of their ideas. This is how you will learn. Regarding my tests, I am not about memorization. That is a waste of time in a world where we can Google most any fact. Rather I will be interested in your showing me you understand the applications of our learnings. Tests are mostly essay. We will hold three face to face classes during the semester. The rest will be online and asynchronous. Required text For this course there is no required text. I will be utilizing Hootsuite University for this course. That means at the end of the semester you will also all be Hootsuite Certified. A nice plus for your resume and LinkedIn profile page. We will not be registering for Hootsuite until week 3. Time Requirements If this course was offered on campus, you’d be in class 2.5 hours/week, along with the travel time involved. The online version is no different in terms of expectations for your involvement. This is an active online course that requires 3 hours of your time each week IN ADDITION TO the time it takes you to read the required materials and watch the videos, as well as the additional work required to complete the assigned papers. That means that you need to plan to spend a minimum of 6 hours every week. But when it fits into your schedule. If you do not have that amount of time to devote to this course, you should perhaps reconsider taking this course at this time. Technology Requirements As a student in an online course, you are expected to have access to the internet almost every day. If you have computing problems, it is your responsibility to address these, or come to campus to use the student computing labs. Problems with your computer or other technology issues is not an excuse for any delays in meeting expectations and deadlines for the course. So, if you have a problem, get help in solving it immediately. At a minimum, you will need the following software/hardware to participate in this course: Page 2 of 13 Syllabus: MKTG 5722, Fall 2014 Social Media Marketing Strategies 1. Computer with an updated operating system (e.g. Windows, Mac, Linux) and to an Internet browser (e.g. Mozilla Firefox, Internet Explorer) 2. Ability to navigate MyGateway (Blackboard Learning Management System) 3. Minimum Processor Speed of 1 GHz or higher recommended. 4. DSL or Cable Internet connection or a connection speed no less than 7 Mbps. 5. Media player such as Windows Media Player to open course media. Flash player may be required by some aspects of the course and is available as a free download here: 6. Adobe Acrobat to open PDF files throughout the course – available as a free download here: 7. Adobe Flash Player plugin, available as a free download here: 8. Oracle Java plugin, available as a free download here: 9. Microsoft Silverlight plugin, available as a free download here: 10. A webcam and/or microphone is highly recommended. 11. A tablet or a smart phone or both. 12. The Bonfyre app. Course Description Social networks are becoming an integral part of the marketing mix. In these platforms, brands can engage with prospects and consumers on many levels. In this course you will learn how to create a brand presence on these social networks, understand the differences between earned and paid media, the various tools (free and paid) used to listen and engage with consumers, how we manage healthy communities, techniques used to identify influencers, crisis management, rules of engagement for high profile individuals and corporations, the importance of transparency, the various ways engagement is measured, the value of a Facebook like, and calculating return on investment. Social networks to be discussed will include Facebook, Twitter, Tumblr, instagram, Linkedin, Wordpress, etc. Tools to be used will include Netbase (our partner), HootSuite, tweetdeck, Sprinklr, Technorati, etc. Various real life case projects and exercises will be assigned throughout the semester under the instructor’s supervision. Goals / Learning Objectives Upon the completion of this course students will:  Learn marketing best practices for each social media property including Facebook, Twitter, Linkedin, Instagram, Vine and other social media properties.  Be able to articulate how social marketing strategy fits into the fully integrated digital marketing plan  Know what the latest social media tools are for use by professionals  Learn the capabilities of Hootsuite and apply those learnings  Know how to find your influencers for a brand  Understand the steps to community management  Know how B-to-C and B-to-B differ regarding the use of Social Media  Create and Implement a crisis management strategy  Learn content development strategy best practices In addition the students will have a real life experience creating, repurposing, and producing content for a real brand. Page 3 of 13 Syllabus: MKTG 5722, Fall 2014 Social Media Marketing Strategies Instructional Strategies This course will be taught mostly online using YouTube, mini-lectures, supporting PowerPoint decks, case readings, mini quizzes, discussion forums, homework assignments, peer reviews, and face-to-face sessions. Instructional Technology For this course the instructor will utilize Blackboard, Bonfyre, Powerpoint, Voice Threads, Youtube videos, Discussion Threads, Voice Threads, Twitter, Facebook, Vine, Instagram, Linkedin, Hootsuite, wordpress, Delicious, and other various social media platforms and software. Prior the start of class each student is to have an account for the following social media properties  Twitter  Facebook  Vine  Instagram  Foursquare  Linkedin If you have concerns with this aspect of the class you are advised to contact the instructor immediately for discussion. Craft your profiles carefully for each and be keyword rich when setting up these profiles. Do not forget to us appropriate photos for you head shots. On blackboard my teaching assistant has created a google doc spreadsheet where you will share your social handles with me. Please add those to that document. Thank you. Additionally you will need to join the Bonfyre for this class. Download the Bonfyre app on your tablet or smartphone and scan the following QR Code to join our class group: You are not required to friend me on Facebook but I would love to be your friend. You initiate. If you prefer not to, that is perfectly fine. Your call. My handles are:  Twitter:  Facebook:  Foursquare Handle:  Linkedin Profile:  Vine Handle: pddrake  Instagram Handle: In addition, you will need to create a Delicious account. This is a social bookmarking site and will come in handy to remember various articles that we find and like throughout the semester. My Delicious handle is pddrake. Go take a look at all of my articles I tagged for use in teaching over the years. I have a lot. My YouTube channel is Page 4 of 13 Syllabus: MKTG 5722, Fall 2014 Social Media Marketing Strategies Grade Composition:  Discussion Thread Participation (10%)  Homework Assignments (20%) – late assignments are not accepted  Quizzes (20%)  Group Project (25%) – 25% peer evaluation, 75% based on content and professionalism  Final Exam to be administered face to face (25%)  At the conclusion of each Module, the instructor will assess how the class did as a whole and create a review video to share with the group. This will be delivered via an announcement message on blackboard. Homework answers will also be posted within one week of a module closing. Quiz answers will be released within one week of a module closing. Grading Scale: The grade value for each letter grade is as follows: 92.00 or above A 80.00 to 91.99 B 88.00 to 89.99 B+ 82.00 to 87.99 B 80.00 to 81.99 B- 78.00 to 79.99 C+ 72.00 to 77.99 C 70.00 to 71.99 C- 68.00 to 69.99 D+ 62.00 to 67.99 D 60.00 to 61.99 D- Below 60.00 F Extra Credit Extra credit is not an option for this class under any circumstances. I have never allowed extra credit in my 16 years of teaching. Please do not ask. However, I do give opportunities for bonus points on your midterms and final exams from time to time. Stay tuned! Course Schedule Page 5 of 13 Syllabus: MKTG 5722, Fall 2014 Social Media Marketing Strategies (subject to modification) Module #/ Module Name Dates Lectures Module 1 9/1 – 9/12 1. Read the Module 1 Description Introduction to Social 2. Watch the videos ("Social Networks for Organizations", "The Networks Virgin Story", "The New Purchase Funnel", and "Paid, Earned, and Owned Media") 3. Read "Marketing is Dead" and "New Conversion Funnel" articles 4. Complete Discussion Boards (2 total, both due 9/5) 5. Complete Module 1 Questions using Wiki Tool 6. Complete Module 1 Homework (due 9/12) 7. Take the Practice Quiz (not for a grade) 8. Take the Module 1 Quiz (for a grade, due 9/12)) Module 2 9/15 – 9/26 The Digital Marketing 1. Watch the videos ("The Redefiniton of Traditional Media Landscape Models" and "The New Social CMO") 2. Read the 4 articles ("Crossing the Chasm", "Shopping Cart Abandonment", "Zero Moment of Truth", and "Paid vs. Earned vs. Owned") 3. Complete the Discussion Board (due 9/15) 4. Complete Module 2 Homework (due 9/26) 5. Upload Module 2 Question using the Campus Pack Wiki Tool 6. Take Module 2 Quiz (due 9/26) Module 3 9/29 – 10/10 1. Watch the video on FB, Twitter, and LinkedIn Setting Up Your Social Media 2. Watch the video on the 5 best FB practices 3. Read the FB Marketing Play Book Profiles 4. Read about the FB Social Graph 5. Jump into the Discussion Forum #1 (due 10/3) 6. Read about promoted tweets 7. Read about twitter keyword targetting 8. Read about how Barack Obama used Twitter targetting 9. Read The Twitter Best Practices 10. Watch the video on storytelling using Tumblr 11. Read the Guide ot using Tumblr for Business 12. Watch the Video of YouTube Strategies Ryan Nugent on creating communities 13. Read the 2 artilces on best uses of Vine and Instagram videos by brands 14. Jump into the Discussion Forum #2 (due 10/7) 15. Do your Homework and deposit in the drop box (Due 10/10) 16. Take the practice Quiz 17. Take your final scored Quiz (Due 10/10) Page 6 of 13 Syllabus: MKTG 5722, Fall 2014 Social Media Marketing Strategies 1. Watch Perry's Intro Video on Social Media Etiquette (4 Module 4 10/13 – 10/24 The Dos and Don’ts of Social min) Media Etiquett 2. Watch the videos (18 min total) on the Do's and Don'ts of Social Media Etiquette 3. Read 2 articles (Coca-Cola and Baker & Daniels Social Media Policies) 4. Complete Discussion Board 1 (due 10/17) 5. Read article on NYC Marathon Disaster 6. Complete Discussion Board 2 (due 10/17) 7. Read 2 articles (5 Ways and Why Profile Photos Matter) 8. Complete Module 4 Homework and submit to the Dropbox (due 10/17) 9. Take Module 4 Practice Quiz 10. Create test questions for Module 4 using the Campus Pack Wiki Tool 11. Take Module 4 Quiz (due 10/24) Module 5 10/27 – 11/7 1. Watch my Intro Video (first video at the top of the Social Media Planning and Module) 2. Watch video "End to End ROI Tracking" (35 minutes) Measurement 3. Read the article on Google Analytics and the Case Study on Palms Casino 4. Watch Airbnb Case Video 5. Read Google Analytics and Tumblr article 6. Read "How and When to Respond to a Post" 7. Complete the Discussion Board (due 10/31) 8. 9 Steps to Social Media Plan 9. Read my blog "Developing Your Social Media Marketing Plan" 10. Check out the Social and Digital Marketing Mix Calculator 11. Look at the Digital Spending according to Forrester graph 12. Read the article "CMO Study of Social Media Spending" 13. Watch Creating a Social Media Strategy 14. Create questions and upload to Campus Pack Wiki 15. Complete Module 5 Homework and Submit in the Dropbox (due 10/31) 16. Do the Practice Quiz 17. Watch video "How to Work in Groups on Blackboard" 18. Complete the Case Study on the YMCA (due 11/7) 19. Complete the Module 5 Quiz (due 11/7) 20. Watch the HootSuite videos underneath the HootSuite logo 21. Complete the HootSuite Homework and submit it in the Dropbox (due 11/7) Page 7 of 13 Syllabus: MKTG 5722, Fall 2014 Social Media Marketing Strategies Module 6 11/10 - 11/21 1. Watch my Introduction Video 2. Watch the video lesson "Brand Management Using Influence and Advertising HootSuite and Twitter" 3. Read "The Future Belongs to Native Ads, Is Your Agency Ready?" article 4. Read the article "Ad-Sponsored Editorial Content Draws Regulators Notice" 5. Complete the Discussion Board (due 11/14) 6. Read the article "Facebook Ads Optimization Guide" 7. Read the article "Interests Targeting for Facebook Ads" 8. Read the article "The Role of Sharing in Social Media" 9. Submit your test question using the Campus Pack Wiki Tool 10. Complete the Module 6 Homework (due 11/17) 11. Complete the YMCA Case Work (due 11/21) 12. Take the Module 6 Quiz (due 11/21) THERE IS NO PRACTICE QUIZ 13. Watch the HootSuite videos (HOOT 205, 210, 220) 14. Complete the HootSuite Homework for Module 6 and submit to the Dropbox (due 11/21) Module 7 11/24 – 12/5 1. Watch my Intro video 2. Watch HootSuite videos (HOOT 230 and 240) Engaging on Social Media 3. Complete the Homework for HootSuite and submit into the dropbox (due 11/28) 4. Take the Hootsuite Exam (due 11/28) 5. Upload proof of your certificate by 11/28 6. Watch video "Facebook Brand Pages" 7. Watch video "Where Context Meets Content" 8. Read article "Importance of Engagement" 9. Complete the Discussion Forum (due 12/5) 10. Read "13 Ways to Make Something Go Viral" 11. Submit your test questions using the Campus Pack Wiki Tool 12. Complete Module 7 Homework and Submit in the Dropbox (due 12/5) 13. Do YMCA Case work (due 12/5) 14. Complete Module 7 Quiz (due 12/5) THERE IS NO PRACTICE QUIZ Module 8 12/8 – 12/12 1. Watch the video Science of Social Media 2. Watch the video Tactical Tips and Tricks Analytics and ROI 3. Read Social Media Metrics Matter 4. Read Three Ways to Measure your Social Media 5. Take part in the Discussion Forum (due by 12/12) 6. Do Your Homework (due by 12/12) 7. Take your scored Quiz (due by 12/12) 8. Finish your YMCA Case Project in total (due by 12/15) Page 8 of 13 Syllabus: MKTG 5722, Fall 2014 Social Media Marketing Strategies Course Policies 1. Participation (expectations) o It is vitally important that our classroom environment promote the respectful exchange of ideas. This entails being sensitive to the views and beliefs expressed during discussions whether in class or online. Please speak with me before recording any class activity. It is a violation of University of Missouri policy to distribute such recordings without my authorization and the permission of others who are recorded. o I will not respond to each post but will be monitoring each discussion and grade your involvement in the discussion per the point value outlined in that forum. If I happen to notice a particularly insightful post I may highlight in a communication to the class as a whole. o Your success in this course will heavily depend on your ability to communicate, engage and participate in all course activities. Successful completion of this course requires that a student keep up with all assignments, coursework and discussions. Timely participation in online discussions is a very important part of this course and participation in these discussions, and other activities as assigned, is not optional. You are expected to prepare and post to discussions in a timely manner consistent with the requirements contained within the course syllabus and discussion rubric*. o Missing a discussion forum will count as zero points. 2. Online Discussion Protocol o Participation in the course should maintain a positive work and learning environment, as outlined in the UMSL Student Planner: o Postings should be evenly distributed during the discussion week. o Postings should be a minimum of three sentences, or one short paragraph, and a maximum of two paragraphs. o Responses should be well written with proper punctuation, spelling and grammar. o Avoid short one-word postings, for instance, “I agree,” unless accompanied by supporting statements from the readings or prior knowledge (work and life experience). o Stay focused on the topic. o Ask questions; challenge other postings that lack supporting evidence or present incorrect information. o Encourage further discussion by building on current threads. o Check your postings for responses from others and respond in kind. o Use proper “netiquette” ** o When responding to others posts, do so in a constructive and polite manner. Page 9 of 13 Syllabus: MKTG 5722, Fall 2014 Social Media Marketing Strategies 3. Attendance Policies o “Present” in class for online courses is determined by participation in an “academically related activity,” i.e. submission of an assignment, assessment or discussion forum posting. The last day of attendance is the last day a student is academically participating in the online course. o Documentation that a student has logged into an online class is not sufficient by itself to demonstrate academic attendance. 4. Academic Integrity/Plagiarism o You are responsible for being attentive to and observant of University policies about academic honesty as stated in the University’s Student Conduct Code. o Academic dishonesty is a serious offense that may lead to probation, suspension, or dismissal from the University. One form of academic dishonesty is plagiarism – the use of an author's ideas, statements, or approaches without crediting the source. Academic dishonesty also includes such acts as cheating by copying information from another student. Plagiarism and cheating will not be tolerated. o Academic dishonesty must be reported to the Office of Academic Affairs for possible action. The instructor shall make an academic judgment about the student’s grade on that work and in that course. The campus process regarding academic dishonesty is described in the “Policies” section of the Academic Affairs website: 5. Access, Disability and Communication o Students who have a health condition or disability, which may require accommodations in order to participate effectively in this course, should contact the Disability Access Services Office. Information about your disability is confidential.  144 Millennium Student Center  Phone: (314) 516-6554  Website: o If you have difficulty communicating in English with the instructor of this course, contact the Office of International Students and Scholar Services:  Phone: (314) 516-5229  Email:  Website: Page 10 of 13 Syllabus: MKTG 5722, Fall 2014 Social Media Marketing Strategies Student Support and Services  Technical Support o My Gateway (Blackboard): If you have problems logging into your online course, or an issue within the course site, please contact the Technology Support Center:  Phone: (314) 516-6034  Email:  Website: o Blackboard Collaborate: If you have any questions regarding Collaborate, contact the Faculty Resource Center:  Phone: (314) 516-6704  Email:  Website: o Outside normal office hours, you may also contact Collaborate for 24/7 assistance:  Phone: (877) 382-2293  Chat:  Academic Support o The Online Writing Lab: At our My Gateway site, students can send their papers to our tutors, who will read them and send them back with suggestions. Students can also access Turnitin, which identifies quoted material in their essays.  Visit the online Writing Lab page on MyGateway to submit drafts online.  We try to respond within 48 hours, but it may take longer, so allow ample time. o NetTutor: Online tutoring in many subjects is now available through NetTutor. In your courses on MyGateway, click on Tools and select NetTutor® to log in.  Student Services : o The Student Retention Services offers assistance tailored to specific student needs.  225 Millennium Student Center  Phone: (314) 516-5300  Email:  Website: Page 11 of 13 Syllabus: MKTG 5722, Fall 2014 Social Media Marketing Strategies *Online Discussion Rubric Criteria Excellent Good Average Poor Postings 3 Points 2 Points 1 Points 0 points Use of Analysis, Use of Use of No Synthesis and Comprehension Knowledge: participation. Evaluation: and Application: Postings are Critical and/or Readings were not really on creative understood and tract with contribution incorporated readings. into responses. Very clear that Repeat basic readings were Exhibits good correct understood and insights and information incorporated well understanding related to Description into responses. of discussion discussion. of questions. Contribution Responded to at No real least one others Relates the issue insight. posts with insight. to prior material covered in the Contributes new course. information and identifies the No additional source. information shared or no insights posted on another fellow student’s post. Page 12 of 13 Syllabus: MKTG 5722, Fall 2014 Social Media Marketing Strategies **Online Class Netiquette/behavior o Be self-reflective before you post an emotional response and reread what you have written to be sure it is positive. Think of your comments as printed in the newspaper. Your online comments will be seen, heard and remembered by others in the class. o Use effective communication. o Avoid the use of all caps or multiple punctuation elements (!!!, ??? etc). o Be polite, understate rather than overstate your point, and use positive language. o If you are using acronyms, jargon or uncommon terms, be sure to explain them so everyone can understand and participate in the discussion. o Ask for clarification to a point if you feel emotional from a classmate’s post. It is likely that you misunderstood his/her point. This strategy will also help you step away from the intensity of the moment to allow for more reflection. o Sign your name. It is easier to build a classroom community when you know to whom you are responding. o Foster community. Share your great ideas and contribute to ongoing discussions. Consider each comment you make as one that is adding to, or detracting from, a positive learning environment for you and your classmates. o Be constructive. You can challenge ideas and the course content, but avoid becoming negative online. When you disagree politely you stimulate and encourage great discussion. You also maintain positive relationships with others with whom you may disagree on a certain point. o Keep the conversation on topic by responding to questions, adding thoughtful comments about the topics at hand. Online dialogue is like conversation. If there is a particular dialogue going on, please add to it, but if you have something new to say, please post it in another thread. o Define your terms.When using acronyms or terms that are particular to your field (or new to our course), please define them for others. Page 13 of 13 Module 7 Homework (due 11/28) 1. Give me 5 key learnings from the video “Facebook Brand Pages” by Jason Li. 1 40% of people spend their time on newsfeed 2 build your page 3 connect to people with ads 4 engage audience with quality content 5 influence friends and family 6 FB allows you to reach the largest and most engaged community on the planet 7 create content that helps people learn, build relationships 8 post 1-2 times a week no more than 5 a week 2. Following up on the article “13 Ways to Make Something Go Viral,”find a Facebook post from a brand you like that shows they have a heart. that-shouldnt-be-done-in-a-sexy-way that-shouldnt-be-done-in-a-sexy-way Your Hootsuite Pre Exam Checklist Hoot100 • Adding social networks • Adding tabs • Adding streams • Navigating user profiles Hoot105 • Publishing messages via mobile Hoot110 • Monitoring search streams • Utilizing twitter lists • Setting up advanced search streams • Monitoring advance search streams • Creating job streams Hoot120 • Publishing messages • Shortening links • Attaching photos and documents • Engaging your audience • Scheduling and auto saving messages Hoot130 • Exploring conversations • Share a stream with a team member • Create draft messages and shore with team Hoot 140 • Introduction to analytics • Twitter and Facebook reports Hoot205 • Team collaboration with Hootsuite Mobile Hoot210 • Advance search tactics • Filtering messages in stream • Archiving messages • Creating geo targeted searched • Best practices – listening tactics • Best practices – monitoring multiple channels • Best practices – discovering your audience Hoot220 • Scheduling bulk messages • Utilizing the publisher • Finding suggested content • Using RSS feeds • Best Practices – engaging with influencers • Best Practices – creating and curating content • Best practices –amplifying your message • Best practices – saving time tactics Hoot230 • Exploring organizations • Organization permissions • Team permissions • Social network permissions • Assigning messages • Chrome assignment extension • Best practices – managing your organization • Best practices – managing social customer service • Best practices – executing marketing campaigns Hoot240 • Creating customer URL parameters • Creating customer reports • Analytics point system • Reporting Facebook insights • Google analytics • URL click stats with links HootSuite Homework for Module 5 (due 11/7) 1. Making your customers feel acknowledged and appreciated is one of the key ways to engage customers and build your online brand. When your Twitter followers mention your brand, what are some tactics you can use to engage with them? Clicking on comments makes things easy like Like their posts, retweet their post, send them a thank you message. New style is to forward the comment to your followers. DMs allow you to reward users with free promos 2. Direct message is a feature used when you don’t want your conversations to be visible to the public. What are some examples of customer service situations where direct messages may be more suitable? When dealing with a personal customer problem that would reveal personal information, or taking care of a service related problem. DMs allow you to reward users with free promos 3. Finding out how many people click on your link can be useful to help you see how effectively your content is resonating with your audience. What link shorteners are available in HootSuite and how to they differ? App plugins allow you to use whatever’s available. is well known and comes with its own analytics for tracking. 4. HootSuite Conversations enables teams and organizations to collaborate in real time without leaving the dashboard. How can you use Conversations when you want your internal community to amplify a marketing release? By sending coworkers preapproved messaging to share with their social networks. 5. With Conversations, you can communicate internally with your entire company, or just your team. What are some different teams that you can create for your company in Conversations? Customer service, management, team leaders 6. Responding to the same questions on social media repeatedly can be tedious and repetitive. How can the draft feature help your team? Saving drafts of preapproved messages rather than rewriting the same message over and over again but only on one social at a time 7. Measuring your social media results is a key to demonstrating the value of your online efforts. What kind of metrics can you track to help illustrate engagement? Clicks by region, website referals. 8. analytics tracks the exposure of the links you send out. What metrics are available to track for analytics and how can they help you? Clicks by region, website referals they let you know where people are accessing your site which will tell you where to market, and who is referring you which tells you where to PPC more he first step in developing a social media strategy and measurement objectives is to start outside of social media. This means to first: (x)Understand your core business objectives and product priorities ← Correct answer The six points of the business goal compass are: (x)Brand health, market optimization, revenue generation, operational efficiency, customer experience, innovation ← Correct answer Social media is always directly tied to revenue generation. (x)False ← Correct answer Which of the following are components of the framework for setting goals for your social media strategy? ( )Why: your corporate goals and your business objectives ( )What: the measure of success ( )How: the operational tactics on how you're going to achieve your goals and objectives (x)All of the above ← Correct answer Developing an audience persona can help you understand where your audience is online and what type of content is going to impact them the most. (x)True ← Correct answer KPIs: ( )Are the metrics that help you evaluate the success of your particular activities A measurable KPI for increasing engagement might be: ( )The number of fans, followers or subscribers you gained ( )The number of likes and shares on Facebook or retweets on Twitter (x)A & B ← Correct answer The question is correct Question 8 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" An example of applying KPIs to your HR department’s social media goals would be: (x)Comparing the number of leads from social to actual hires ← Correct answer The question is incorrect Question 9 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" The purpose of conducting a social media audit for your brand is to keep track of: ( )What your customers, influencers and employees are doing on the social web Score: 0% Score in test: 0% × 2.7 = 0% The question is correct Question 10 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" You should ask yourself the following questions when conducting a social media kick-off audit for your company: ( )Which accounts are currently attached to my company? ( )How are they currently being used? ( )Are any of the accounts dormant or being used for spam? (x)All of the above ← Correct answer The question is incorrect Question 11 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" It’s recommended to conduct a social media audit for your company at least: ( )Once a year The question is correct Question 12 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" Conducting a social media audit will help you understand how well your company is achieving its business objectives through social media. (x)True ← Correct answer The question is incorrect Question 13 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" Part of the conversation between your social team and your marketing team should centre around your ______ online. ( )Reputation The question is correct Question 14 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" A gap analysis for your social media campaign is used to determine: (x)Problems between your campaign progress and the objectives that you've set ← Correct answer The question is correct Question 15 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" Aside from your competitors, you should be concerned about ________ as they can be powerful advocates for your brand. (x)Industry influencers ← Correct answer Finding out which social networks your competitors are using can help you identify opportunities that might be lacking from your competitor's strategy. (x)True ← Correct answer We recommend a _______ approach to select which social networks to use for your brand. (x)Listen and learn ← Correct answer The question is incorrect Question 18 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" Social network profile demographics are information about the users of a social network. This can help you determine: ( )Which social networks cater to certain people The question is correct Question 19 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" Which of the following is not something a content strategy can help you determine: (x)What your social media revenue will be ← Correct answer The question is correct Question 20 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" One of the reasons why using a content strategy is seeing success nowadays is because: (x)Some people no longer trust traditional advertising ← Correct answer The question is correct Question 21 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" The more your customers share the content you publish, the more likely you are to acquire new customers, brand advocates and build a thriving online community. (x)True ← Correct answer The question is correct Question 22 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" If your customers or audience is primarily on Facebook, you may want to post a combination of: ( )Text ( )Image ( )Video (x)All of the above ← Correct answer The question is correct Question 23 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" You’ll want to share content that is relevant, in real time and ______ (x)Provides value to your audience ← Correct answer The question is incorrect Question 24 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" Things to consider when trying to keep your brand consistent across all channels are: ( )The colours ( )Where you put your logo ( )A & B The question is incorrect Question 25 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" Leveraging user-generated content can be a time-saving strategy because: ( )Developing original content can be time consuming The question is correct Question 26 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" You should publish important pieces of social content for your business at a time when your customers are the most engaged because: (x)It can increase the likelihood of them sharing the content ← Correct answer The question is incorrect Question 27 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" It’s recommended to start creating a content calendar for: ( )A day, a week then a month The question is correct Question 28 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" There is a direct correlation between the number of fans or followers you have on social media and your marketing ROI. (x)False ← Correct answer The question is correct Question 29 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" A good KPI to measure for a Facebook campaign aimed to increase page engagement would be: ( )How many ‘Likes’ the Facebook campaign received in total ( )How many comments the Facebook campaign received in total ( )How many shares the Facebook campaign received in total (x)All of the above ← Correct answer The question is correct Question 30 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" Google Analytics can help you measure how many people converted into buying customers via your social media messages. (x)True ← Correct answer The question is correct Question 31 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" The Palms Hotel was able to measure the effect that different messages on Facebook and Twitter had on: (x)Web conversions ← Correct answer The question is incorrect Question 32 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" The Palms case study also revealed that they were able to encourage user click- throughs by including ______ before the link. ( )An arrow Optimizing your social media strategy involves: (x)Revisiting what you’ve done on social media within a certain time to determine future plans ← Correct answer The question is correct Question 34 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" Links to your social media profiles on your company website should be: (x)Easy to find and clickable ← Correct answer The question is correct Question 35 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" When optimizing your social media strategy, it’s important to assess if you’ve used the right social networks to deliver your message. (x)True ← Correct answer The question is incorrect Question 36 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" ________ should be evaluated on a regular basis due to the changing nature of social networks. ( )Your audience The question is correct Question 37 (Weight 2.7%) Unit "SCMD 150 ~ EXAM" When creating your goals you should ensure they are: (x)Specific, measurable, attainable, relevant, and time-bound ← Correct answer Module 6 Homework (due 11/17) 1. Based on the video “Brand Management Using HootSuite and Twitter”, tell me 10 tips to share with your boss. 1 When events happen in the real world they happen on Twitter. This would be the best time to engage people. 2 Twitter is an interest based platform with 80% of users on mobile, so engagement is best based to suit the mobile platform 3 Most users follow 6 or more brands so putting out information will grow more engagement on twitter. 4 About 1 in 3 people recommend the brands they follow on Twitter. 5 4 in 10 buy from those brands. 6 Setting message policies help maintain images for brands on twitter. 7 Defining objectives helps deescalates confusion in the long run for what you want. 8 Listening is the best way to data mine your customers for what they want. 9 Engaging with pictures and video usually gives the best results. 10 Promoted Products amplify brand messages. So a good paid campaign can grow a brand much faster than its competitors because the content is the ad to people already interested in hearing more. 11 Hootsuite allows you to publish promote and analyze tweets from the dashboard. With twitter you only have 100 characters to state your tweet not including user handles or links. a) True b) False * Author Perry D. Drake Promoted Products amplify brand messages. a) True* b) False Module 4 Homework for HootSuite University (due 10/24) Setup your HootSuite University account and load your personal social media handles into it. Test out keyword tabs and all other things you learned in the first three modules. Now answer the following questions. 1. Tabs allow you to group and organize all of your social media content so you can easily browse through and find what you need. What are some examples of different ways you can set up tabs for your business? You can set up your tabs to for use with analytic tools, set them to send out content at certain times and certain days. Customization allows you to set tabs for each business/client. Also you can set up competitor tabs so you can stay competitive with their offers. 2. What is the difference between a tab and a stream? What are some examples of streams you can set up for Twitter, and for Facebook? Streams are where the content is coming from up to 10 from a multiple sources, tabs are where the content is going. 3. Your user profile is what other members of your organization see. What are some things you can edit within your profile? Why may this information be important to others? Image, email, job title, password. It’s important so people can recognize you in your role and in person. 4. Organizations are the highest level entity in HootSuite and contain all of the relevant social networks, teams, and team members. What are some examples of organizations that can be created? Facebook network, twitter network, wordpress network. 5. Organizations have various teams structured below them in order to manage multiple members managing your social media effectively. What are some examples of teams you can create for your business? Teams dedicated by project so you know who is doing what when you need to talk about something specific. 6. Hootsuite’s mobile apps for iPhone and Android help you spread messages, monitor conversations, and track results right from your handset. How can this be helpful if you tend to manage your social media on the go? Streams are grouped on your homescreen you can edit and take control of the conversation wherever you are. 7. When using the Hootsuite dashboard from a mobile device, your existing tabs and streams are automatically imported to your device. Why may this be helpful for a community manager who juggles work between their laptop and smartphone? It allows you to easily interact with you work streams immediately, rather than being chained to your office. 8. You can also auto-schedule your messages to publish at optimal times on the mobile dashboard. How is this useful if you tend to catch up on your reading on a mobile device on the way to work? It lets you set up conversations for the day and reply when it’s convenient to your schedule. 9. Keyword streams allow you to track multiple terms in one stream without needing to know advanced Twitter search tactics. What are some examples of keyword streams you can set up to monitor mentions of your brand? Search allows you to save searches track keywords and set them up as streams later. You can also monitor clicks you links are getting as well. 3 words are allowable to monitor so Five guys, 5 guys #5guys 10.A great use of search streams is using varied hashtags to keep up to date with what customers are saying about your brand. What are some different hashtags you can use to monitor discussions about your brand? #brandname or anything that is unique to your brand and easy to identify 11.Twitter lists allow you to monitor specific accounts, such as influencers, journalists, customers, or coworkers, in a group. What are some groups of people that would be beneficial for your business to follow in lists? Well for rehab following realtors and other speculators are good groups for knowledge management, home depot is good for cheap prices on material. 12.A private list is available only to you, and people you add to the list won’t be notified. What are some examples of Twitter lists that may be better kept private? List of ideas that you may be monitoring people to get ahead of. Definitely want to keep that private. Also you may want to put some people on your VIP list and leave others off. 13.Advanced streams for Twitter such as ‘Favorites’ and ‘Scheduled Tweets’ go beyond monitoring just your home feed and mentions. What do these monitor and how can they help you? Specific accounts of influencers, journalists and they allow you to get relevant information in a timely fashion from the people who are following it closely. 14.In addition to ‘Home Feed’ and ‘Wall Posts’, what other streams can you add in your dashboard for Facebook? Most recent, status updates, photos, videos, events 15.What are some examples of advanced streams you can set up to monitor content for LinkedIn, Google+? How can they be useful? Home stream, sent messages, retweets, scheduled messages. They can be useful by filtering directly for the content you want to see. 16.Twitter lists allow you to monitor specific accounts, such as influencers, journalists, customers, or coworkers, in a group. What are some groups of people that would be beneficial for your business to follow in lists? Well for rehab following realtors and other speculators are good groups for knowledge management, home depot is good for cheap prices on material. 17.LinkedIn job search streams are a great way to automatically monitor for jobs without having to leave your dashboard. What are some examples of different job search streams you could set up? Digital media mo. Digital media st Louis 18.For the YMCA, they might want to listen to --- tweeting and taking kids to swim lessons or summer camp, why? To remind them that the YMCA is there for them. Think of two other things that the YMCA could listening for and why? Karate – YMCA has classes Soccer – YMCA has teams 19.Your client sells low fat sugar free frozen yogurt, what key words/hashtags would you listen for so can talk to them via Twitter? sugar free frozen yogurt low fat frozen yogurt frozen yogurt Module 4 Homework (due 10/17) 1. Without good knowledge of how to communicate across different networks, you may jeopardize you online reputation. List two examples of how poor social media etiquette can land you in awkward situations with your friends or employers. Tweeting a conversation shows everyone whats going on and can easily land you in trouble with whom the tweet is about when it negative. Similarly Linkdin can accidently broadcast changes that you do not want made public right away when changing job statuses and such. 2. Why is it important to be yourself online, use your real identity as well as connect with people you would in real life? Its responsible, respectful and grows your influence among friends and collogues. 3. Why is it important to disclose information such as your relationship with your employers, client or company that is sponsoring you to speak on social media? It minimizes spam content and represents you in the best possible light. 4. Respecting the guidelines of social networks and your employers can help you engage responsibly and allow you to best support your company. Who can you consult if you were unsure about your company’s social media policies? Such as the Coca-Cola policy? Best person to talk to is the HR rep. 5. Find a policy for another brand you like, provide a link and comment on it. Nike will spy on you, make sure you are not blabbing co secrets and require professionalism at all times. 6. Sharing photos on a social network where you interact with you family and employers can be tricky. What are two best practices when it comes to sharing photos respectfully? Do not post anything risqué. Do not post anything that you would be embarrassed to be seen doing by your employers or family. 7. Miscommunications online happen frequently. What should you do if you accidentally said something you didn’t mean? A quick apology if necessary with an edit of what you really meant to say. 8. When building followers on Twitter, is the quantity or quality of your followers important and why? Quality is important because more influencers give you more influence rather than sheer numbers which may just be random likes. 9. Facebook allows its users to customize what they want certain individuals or groups to see on their Timelines. Name two reasons why this would be helpful if you connect with your relatives or coworkers on


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