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COMSTRAT 310 Syllabus - Fall 2018

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

WEEKS 9, 10 & 11: SEO Basics, Mobile Optimization and Social Media Marketing Basics

SUMMARY:

Over the next few weeks, we will:
  • Continue to work on our primary Wix-based campaign website including optimization for mobile devices
  • Continue to optimize content for search engine rankings on our media campaigns via Search Engine Optimization (SEO).
  • Learn about social media marketing plans and begin work on the creation of one with the goal of driving traffic and awareness to our campaign website.
  • Learn about the importance of monitoring your business reputation on Wikipedia
HOMEWORK:
  • Continue to revise your work-in-progress website.
  • Begin to work on your Social Media Marketing Plan (final version due November 28)
  • Continue to work on and revise your campaign website, including modifications to help optimize your content for search engine indexing and rankings.
  • Run an SEO audit on your site using the Wix SEO Wiz tool.
  • Read Chapter 6 “Integrated Digital Campaigns: Planning, Execution & Metrics"

Optimizing your Campaign Site for Mobile Smartphones

How does your campaign site look on a mobile device or smartphone?

One should always think about how their site appears on multiple types of screens. A mobile device has smaller screen real estate than a full-sized computer monitor associated with a desktop computer. Given the rise of smartphones, some people even have a "mobile first" strategy where mobile is prioritized over desktop access in the design choices. One option is a "responsive" design:



Did you know that your existing Wix.com website content can be modified slightly so that it displays more correctly on mobile devices? Watch this video to learn how:




Related Links:

Wikis and PR/Advertising Campaigns

Wikis and PR/Advertising Campaigns


Wikipedia.org has become one of the most popular information Web sites – despite the fact that it is a nonprofit, user-edited resource. Many people use the site for research and many companies are monitoring how they are represented on their respective entries on the site. This week, we will take a closer look at the Wikipedia format -- and the role it might play in PR and/or advertising campaigns.

To become familiar with the wiki format, register with the site so that you will have permission to edit and/or create an entry. There is a “Create Account” link at the upper right-hand side of the homepage or you can simply click here.

Once you are registered, you can use the search box to find an existing entry on your selected topic.

On that page, you will find an “edit” link that allows you to add your text or image to the existing page.

To create a new entry, there is a page that will help you establish a new entry topic here

If you want to add an image, click here for information on uploading.

Does your client already have a wiki page? If so, make a contribution to it. If not, find a related theme or topic and make a valuable contribution to the wiki entry.

Here is a great Wikipedia "cheat sheet" for formatting of your text.

CONTENT GUIDELINES:

If you do edit or create any wikipedia entry, it is important to remember that each article is meant to document existing research -- it is not meant as a place for "original research" and/or opinions. The voice and tone should be neutral and all information presented should be verifiable with attribution.

Click here for a downloadable "best practices" guide for PR professionals using wikipedia (.pdf file)

CONTROVERSIES:

There have been many controversies over use of wikipedia for PR and/or political purposes. Here are a few articles that documents some of these issues:

Additional resources:
  • Looking for even more tips on "best practices" for wiki creation and campaigns? Click here.
  • A complete online tutorial to creating your own wiki page is here.
  • There are also some general tips to help you here.  
Related Links:

Social Media Campaigns: An Introduction



(If the above embedded PowerPoint lecture does not load, you can access it directly via this link: Social Media Campaigns: An Introduction
The above lecture contains a related audio file! You can download the audio track at this link. Please play the audio track while advancing through these slides.
Related Links:

WEEKS 7 & 8: Website Creation & Optimization - Workshops, SEO & More

SUMMARY:

Over the next weeks, we will:
  • Continue to use a website creation tool, such as Wix or Wordpress, to build an original campaign website.
  • Learn ways to improve search engine rankings of content for our media campaigns via Search Engine Optimization (SEO).

HOMEWORK:
  • Continue to get familiar with and use your chosen website builder (e.g. Wordpress, Wix, etc.) to work on your site.
  • Publish your work-in-progress website and send me your link so I can review it no later than midnight on Oct. 10
  • Run an SEO audit on your site when it is ready using the Wix SEO Wiz tool. 
  • Read Chapter 5 "Digital Marketing Metrics"

Generation Like



"GENERATION LIKE" DOCUMENTARY
http://www.pbs.org/wgbh/pages/frontline/generation-like/

In class on October 8, we watched the PBS "Frontline" documentary "Generation Like."

The full hour-long video is also available online for free.

Using SEO Research Tools

As part of your SEO strategy, you'll want to use an online SEO tool that helps you research things like. A great free resource is SmallSEOTools.com, which can help with:

...and much more. Check out the site SmallSEOTools.com to see a full list of tools and research resources. In addition, here is a helpful SEO Worksheet that you can use to keep track of your SEO efforts.