There are only two written response questions on this exam (both valued equally in scoring).
1. For this question, you will first need to identify and select any current web-based advertising or PR promotion for a national brand or organization that uses multiple social media channels, such as Facebook, Twitter and YouTube. Then, once you've made your selection, give a brief (minimum 3-5 paragraphs) analysis and critique (good or bad) of this campaign. Be sure to cite specific examples, if appropriate, of how the campaign aligns to some of the guidelines and "best practices" cited in class and/or in our readings.
Please do NOT use an existing example cited on this blog or in the book.
Things to consider:
- How effective do you think it is at reaching its intended target audience?
- Are they engaging in a one-way or two-way conversation? How?
- How would you characterize the general voice/tone in their messaging?
- What data might they use to quantitatively or qualitatively determine if the campaign was a success? Are there any publicly-available resources that might tell you how well the campaign is doing? If so, what did you find?
- Is the campaign optimized for search engine and social media discovery? How?
- Does the campaign have the potential to go viral? Why or why not?
2. We've talked quite a bit about Search Engine Optimization (SEO) and even Social Media Optimization (SMO). Thinking about your semester-long project and website campaign, please share your thoughts on specific strategies that you and/or your team used (or should have used) to improve its organic search rankings in Google and other search engines -- as well as your social media presence on Facebook and/or other outlets. If there is relevant data from any of your campaign tracking tools (e.g. Facebook Insights, Twitter Analytics, etc.) then you may use it in your response.
- How is your team's campaign site or social media presence doing in organic search on Google? (Does it show up at all?)
- What, if any, specific techniques and tactics did your team use?
- What other things might you do to help with your search engine optimization and presence?
- Please provide specific examples that are applicable to your team's project.
That's it! Please email your responses to your instructor (Brett Atwood at email@example.com or Robert Richardson at firstname.lastname@example.org) no later than midnight at the end of Monday, May 5.