Syllabus: Assessing, Analyzing + Monitoring Social Media

Transcription

1 Syllabus: Assessing, Analyzing + Monitoring Social Media SSyll CE 2234 C FALL 2015 Continuing [Pick the Education date][type the sender company name] Course Information: Location: TBA Dates: Mondays 6-9 PM, OCT 5 DEC 7 Instructor Information: Name: Megan Morris meganmarymorris@gmail.com Policy: I will return your within 1 business day. If an is urgent, please mark URGENT in the subject line and I will do my best to respond as soon as possible. Instructor Bio Megan is a self-taught social media know it all who thinks that hashtags are the new community organizers. She loves helping clients tell their story. Megan has worked with clients such as The Philadelphia Convention and Visitors Bureau, Aqua America, Philadelphia Gas Works, California Water Service, The Greater Philadelphia Chamber of Commerce, Lundy Law and various others from a broad scope of industries. In her current position she is a social media consultant working with a broad range of clients. Previously, she led digital marketing efforts at Mighty Engine, a full service agency in Old City and worked as an account manager at Chatterblast Media, a social media marketing firm in Center City. Megan attended West Chester University and studied Nutrition and Dietetics. She is originally from New Jersey but found her home in Northern Liberties. Course Description: In the rush to stay current in today s fast-paced digital world, many companies deploy a social media strategy without planning to measure success. If you re not analyzing your strategy s effectiveness with the right markers, you could be wasting money and resources. Deploying a social media analysis and monitoring strategy will provide tangible benefits that ensure your social media strategy is successful. Monitoring social media channels can also help you manage your brand image, and allow you to not only react effectively, but be proactive. Students will learn how to create analysis and monitoring strategies, make the appropriate adjustments to their overall strategy, work with industry influencers to promote their brand, and manage a social media crisis. COURSE OVERVIEW This course is designed to give a functional understanding of various monitoring and analytic options across a wide variety of platforms and practices with a focus on applying these options to real-world needs. Students will learn from case studies, lecture and guest presentations. Students will create a portfolio of monitoring plans and samples during in-class assignments.

2 Course Objectives/Learning Objectives: At the end of this course, students will be able to: Determine important factors in developing social media ROI Identify social influencers in their industry Use a variety of industry-appropriate analytics tools Use social media listening to monitor brand reputation Effectively react to a PR crisis on social media channels Determine effectiveness of paid social advertising Make adjustments to their marketing strategy based on analysis COURSE RESOURCES No additional software is required for this course. All readings will be provided via print or . Class assignments will utilize computer lab resources, but if you choose to bring your own laptop to complete assignments, you may do so. Laptops, ipads and other devices are acceptable to use for note-taking purposes. In-class assignments not completed during class time should be submitted via . Please keep an eye on spelling and grammar. COURSE ACTIVITIES Readings + Responses Presentations Lab workshops COURSE POLICIES Student Feedback/Communication I welcome all feedback from students. We will cover feedback and reposition class expectations as necessary, however I can always be reached via to discuss private feedback or concerns. Submitting Electronic Files All work must be submitted via as a Microsoft Word Document or PDF. Attendance + Participation All students are expected to attend classes regularly and promptly, and for the duration of the scheduled instructional time. Individual instructors will decide the optimum time for taking attendance and may penalize for habitual lateness or absence. Repeated absences may result in a grade of "F" for the course. Students who withdraw from a course must do so in writing. Nonattendance does not constitute an official withdrawal. UNIVERSITY POLICIES: Academic Honesty/ Integrity Policy Violations of academic integrity are considered to be acts of academic dishonesty and include (but are not limited to) cheating, plagiarizing, fabrication, denying others access to information or material, and facilitating academic dishonesty, and are subject to disciplinary action. To review the Academic Honesty/ Integrity Policy in its entirety, please visit: 2

3 ACT 48 Activity Hours To have ACT 48 Activity Hours for this course reported to the Pennsylvania Department of Education (PDE) you must complete and return the CE Request for Activity Hours Submission Form to the UArts Continuing Studies Office and meet all requirements outlined by the PDE. Student Code of Conduct It is the policy of the Division of Continuing Studies to provide a safe and healthy environment for learning, personal growth and enjoyment. The well-being of this community depends upon the good judgment and considerate behavior of its members. Student status at The University of the Arts is not an unconditional right, but a privilege subject to certain rules and expectations articulated in the Student Code of Conduct. To review the Student Code of Conduct in its entirety, please visit: GRADING: Your grade will be based on the following: Component Points Active Participation 40% Course Assignments 40% Final Portfolio 20% Total 100% Your grade will be calculated using the following scale: Grade Percentage Range Grade Point A % 4.0 A % 3.67 B % 3.33 B 86 83% 3.0 B % 2.67 C % 2.33 C 76 73% 2.0 C % 1.67 D % 1.33 D 63 66% 1.0 F 59% or less 0.0 P Pass - 3

4 SCHEDULE: DATE CLASS FOCUS LESSON OBJECTIVES + ASSIGNMENTS Week 1 Oct 5 Introductions/ Review Objectives Review class objectives & overview of social media marketing Pre-assessment and goals / skills review Building a case for an analytics investment Assignment Take home reading Week 2 Oct 12 Determining ROI Needs Define analytic strengths for major social networks Understand social impact on web traffic Uncover analytic options that align with content plan and business needs Assignment Create ROI goals Week 3 Oct 19 Influencer Identification, analysis & activation Define Social Influence and its importance Determine methods for identifying influencers Discuss effective activations of influencers Assignment Create social media influencers plan and target list Week 4 Oct 26 Analytics Tools Review Analytic Tools: o Facebook & Twitter o Third Party options Discuss what social metrics to track & why Assignment Create analytics needs analysis Week 5 Nov 2 Social Media Monitoring & Listening Monitoring your brand reputation Methods of social listening Using data to determine opportunities & corrections Assignment Set up monitoring in Hootsuite or other social listening tool Week 6 Nov 9 Analyzing Social media Campaigns Discuss what kind of campaign analysis is appropriate based on goals Best practices and elements of designing a trackable campaign Assignment Develop tracking goals and options for brand campaign Week 7 Visual Analytics and Tracking Methods for using analytics on visual platforms like Pinterest and Instagram 4

5 Nov 16 Best practices for visual optimization Planning for your visual campaigns Assignment Reading Week 8 Nov 23 Response & Crisis Management Discuss best practices of crisis management via social media Critical pieces of an effective crisis plan Assignment Create mock crisis response plan Week 9 Nov 30 Analyzing Advertisements Review core functions and role of social advertising Finding what metrics matter for your goals Assignment Create ad plan with appropriate objectives Week 10 Dec 7 Adjusting Strategies Adjusting your social media strategy based on effective analysis Building analysis into your overall marketing to create useable data Assignments/ Projects: Assignments All students are expected to attend classes regularly and promptly, and for the duration of the scheduled instructional time. Individual instructors will decide the optimum time for taking attendance and may penalize for habitual lateness of absence. Repeated absences may result in a grade of "F" for the course. 5