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COMSTRAT 310 Syllabus - Spring 2018

COMSTRAT 310 - DIGITAL CONTENT PROMOTION (3 CREDITS) Instructor:  Brett Atwood                                EMAIL:    batwood@wsu.ed...

WEEKS 16 & 17: Learning Google Analytics, StatCounter & Web Analytics Tools/Final Projects & Social Media Marketing Plans

SUMMARY:

For the final weeks of the semester, we will:
  • Learn about website analytics tools (such as Google Analytics and StatCounter) that enable better understanding of site/campaign traffic, referral and behavior patterns.
  • Finish our semester-long campaign website and related social media channels.
HOMEWORK:
  • Work on your final exam (available now on this blog) , due no later than the end of the day on Tuesday, May 1.
  • Continue to work on your Social Media Marketing Plan, due April 26.
  • Continue to Facebook and Twitter updates frequently (several times this week) and attempt to build a larger follower/fan count by outreach to friends and family, as well as activity on like-minded social media pages.

Take-Home Exam - Due May 1

The following is your one and only exam for the semester!! Please complete and email me your responses by the end of the day on Tuesday, May 1.

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 lectures.

Please do NOT use an existing example cited on this blog, in class, lecture notes or in the blog.

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 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.
  • How is your 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 you 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 project.
That's it! Please email your responses to your instructor (Brett Atwood at batwood@wsu.edu) no later than the end of the day on Tuesday, May 1.

Social Media Marketing Plan - Semester Assignment

ASSIGNMENT:

Each team will collaborate to create a social media marketing plan for your brand. See info below for more criteria on what should be included. Your completed plan (due Thursday, April 26) should be approximately 5-10 pages (can be longer -- but MINIMUM of five pages).

Examples of Previous Semester Social Media Marketing Plans:

About Social Media Marketing Plans

What should be in your social media marketing plan? The presentation below gives an overview of the key elements, including the following sections and elements:
  • Executive Summary/Overview
  • Social Media Presence
  • Competitive Analysis
  • Goals
  • Strategies
  • Target Market
  • Tools & Implementation
  • Monitoring & Tuning
  • Budget & ROI
In addition, your Social Media Marketing Plan should include documentation of the research and planning of your campaign, including:
  • Branding research (logo/name survey results)
  • User Personas
  • SWOT Analysis
  • Wireframe(s)

Understanding Google Analytics

Would you like to know more about the Web traffic click-through patterns and keyword referrals on your site? Google Analytics is a free Web-based tool that will give you rich data on how people interact with your Web site content.

Visit Google Analytics to learn more.



With Google Analytics, you can even get "real time" reports of what is happening on your website:

REAL TIME REPORTING




In addition, you can track the following type of website activities:

AUDIENCE
 


ACQUISITION



BEHAVIOR



NOTE: For Wix.com accounts, you must upgrade to a paid account with a unique vanity domain name in order to connect Google Analytics tracking to your webpage. A free alternative that does work with Wix.com is StatCounter.

Additional Resources:

There are several online resources that you can help you better understand and analyze the data that you get from the various Web analytics services.


Adding Google Analytics to your Wix site -- and a free alternative option: StatCounter

ADDING GOOGLE ANALYTICS TO WIX

If you have connected a unique domain to your Wix account (which requires an additional fee or subscription), then you have the option of using Google Analytics to measure website activity.

Here is information on how to connect Google Analytics to your Wix site:
https://support.wix.com/en/article/adding-your-google-analytics-code-to-your-site

Please note that you will need to generate a unique tracking code associated with your Google Analytics account. Here is more info:
https://support.wix.com/en/article/retrieving-your-google-analytics-code


STATCOUNTER

StatCounter allows you to track who is visiting your campaign site. By installing StatCounter code into your Wix.com site, you'll be able to see detailed information on your visitors.

To get started, visit http://statcounter.com. Sign up for a free account and then follow the instructions to generate and install tracking code.
NOTE: Upon installation of your tracking code, StatCounter may ask you to verify that the code has been installed correctly. In many cases, it will inform you with this message "Code Not Detected" -- However, if you do continue to the next step, you will typically see that your tracking code is indeed working and that data is being tracked correctly.

Please note that two features of StatCounter are not available with Wix.com. You may not see accurate tracking for page titles and referring information. 



Facebook Insights

Facebook Insights allow any admin of an official Facebook page to learn more about fans and followers including demographics and engagement patterns.

The social media giant recently overhauled and expanded this important metrics platform to include richer and enhanced data streams that provide better insight to your Facebook followers.