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COMSTRAT 310 Syllabus - Spring 2020

COMSTRAT 310 - DIGITAL CONTENT PROMOTION (3 CREDITS) Instructor:  Brett Atwood                                Email: batwood@wsu.edu Of...

WEEKS 12 & 13: Social Media Marketing Plans and Building Facebook & Twitter Pages

SUMMARY:

Over the next two weeks, we will:
  • Continue to 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 installing tracking code for Google Analytics and/or other analytics options
  • Learn about best practices in building an official Facebook, Twitter & YouTube presence for our campaign sites.
  • Learn about social media management tools, such as Hootsuite.
HOMEWORK:
  • Continue to work on your Social Media Marketing Plan (final version due May 1)
  • Create two social media pages (such as Facebook and Twitter) for your campaign. These social media sites should then be linked to your main campaign website.
  • Start posting updates frequently (several times a 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. 
    • You should try to have at least 30 followers/subscribers on each by the end of the semester.
    • You should try to have at least 10 social media posts by the end of the semester.
  • Continue to work on and revise your campaign website, including modifications to help optimize your content for search engine indexing and rankings.
  • Create at least one theme-specific landing page for your website.

Managing your Social Media Channels: TweetDeck, Facebook Business Manager and HootSuite

Managing multiple social media channels can be a pain. That's why there are services that you can use to help you monitor and maintain your social media channels in one centralized spot.


HOOTSUITE
HootSuite is a social media management service that helps you stay on top of multiple social networks -- all from one centralized "dashboard." You can use HootSuite to schedule messages and tweets, as well as to track mentions of your brand/organization. You can also gain a richer understanding of social media traffic trends and developments that help you follow newsworthy developments related to your organization.

HootSuite offers a free version that you can use to get started -- but professional organizations will likely want to investigate upgrading to the premium paid versions (to unlock useful extras and features).

Check out HootSuite to get started.

TWEETDECK

Another great social media management tool is TweetDeck, which is an app that allows you to better organize and monitor your Twitter feeds. Use TweetDeck to arrange your feeds with customizable columns with useful filters, including hashtags and relevant keywords. You can also use TweetDeck to advance schedule your Tweets.

Check out TweetDeck to get started and/or read this FAQ to learn more.

FACEBOOK BUSINESS MANAGER

Some businesses go further than simply creating a Facebook page. For example, if your business has multiple stakeholders that use your official Facebook page and/or it uses multiple Facebook services (e.g. Developer apps, advertising, etc.) then you might want to connect your Facebook page to Facebook Business Manager.

Use Facebook Business Manager if:
  • You need to centralize the management of more than one ad account or page for your business.
  • You need to request access to Pages or ad accounts from clients outside your organization and/or you want to grant access to an outside vendor or organization with controlled permissions
  • You have multiple team members and you wish to keep your personal Facebook profile private/separate.


OTHER SOCIAL MEDIA MANAGEMENT ALTERNATIVES

Creating a Facebook Page

Now that you have your new Web destination site, you'll also want to begin to nurture a strong community of followers and fans via social networking platforms, such as Facebook.

CREATING A FACEBOOK PAGE

1. Your designated social media editor should log in to Facebook and then visit this link to set up your fan page.

2. You'll want to classify your page by Business/Brand or Community/Public Figure.

3. You will also get a chance to "name" your page. Make sure it matches or includes the name of your branded Web property!

4. Now you can customize your page. You might want to populate the page with your custom logo, profile information and even any of the many Facebook Apps.

Key Image Specifications for Facebook Timeline:
  • Profile Photo: Displays at 170 x 170 (computers) and 128 x 128 (mobile) 
  • Cover Photo: 820 x 312 (computers) and 640 x 360 (mobile)
  • Video Cover: Want a video for your cover instead? Learn how
6. Once your page is ready, you can choose to take it public.

7. Ready to add a Like button to your new Facebook fan site on your Wix page? Use these instructions.

8. Use the Facebook Fan site to send alerts and updates about additions to your site. You might also promote it to friends and interested, related communities via Facebook and other social network sites.

9. After you are done inserting the Facebook Like button, you might want to explore some of the other easy-to-use apps on the Wix App Market or Wordpress/Weebly Plugins that you can add to your site, including embedding of a Google Calendar, Crowdsignal surveys, live chat and more.

Learn more about managing your Facebook Page >>



April 9 - Guest Lecture - Darren Helton, Performance Marketing Manager

On April 9, we will hold a live video Q&A with Darren Helton, the lead performance marketing manager for Linden Research, Inc. (maker of social VR and gaming products).

Darren will be available to take your questions about all things related to paid digital campaigns, including trends and best practices using search, display and social media advertising.

The link to access this guest lecture will be sent via email.

Setting Up Analytics for your Campaign Site

Once your site is built and ready, you'll want to ensure that it is connected to one of the many analytics options that allow you to better understand the actions and behaviors of your website visitors.

One of the gold standards of website analytics is Google Analytics. We'll be discussing GA in the coming weeks, but in the meantime, you can get started by installing the tracking code on your campaign site.

Note: Depending on which website CMS you are using, the instructions may vary. In some cases, you may need to use an alternative to GA. For the purposes of this class, any analytics platform that you use should be adequate for the completion of the necessary campaign analysis in your final report.


WIX INSTRUCTIONS

Wix only allows accounts with a connected domain to add Google Analytics. Unfortunately, this means you need a paid premium account in order to install GA tracking code.

If you have a connected domain, then use these instructions to get started.

No custom domain? There are also free alternatives to consider, such as StatCounterHere are instructions for installing the tracking code on Wix. There's also Visitor Analytics - just search for "analytics" in the Wix Marketplace to install the free version.

WEEBLY INSTRUCTIONS

Super easy. Follow these instructions.

WORDPRESS INSTRUCTIONS

Unfortunately, Wordpress.com requires an upgraded plan in order to add Google Analytics tracking. There are several plugins that allow you to add GA, but the ability to install plugins is disabled for non-paid plans. For more information on how to install and use GA with paid Wordpress.com options (such as Business, Pro or E-Commerce), see these instructions.

WordPress.com does have built-in stats tracking with reports that offer quick, at-a-glance views of the traffic on your site. New posts, likes and comments are shown alongside visitor activity. These stats are tracked automatically (no install needed) and can be found on your edit dashboard under Stats (or just click here if logged in).

April 2 - Guest Lecture from a Social Media Manager

On April 2, we will have a live guest lecture from a prominent social media manager. Details will be shared via email including the access link to this private Q&A.

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 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
  • Learn about landing pages and how to create them
HOMEWORK:
  • Continue to revise your work-in-progress website. Reminder: Please send me your published link, if you have done so already!
  • Begin to work on your Social Media Marketing Plan (final version due May 1)
  • Continue to work on and revise your campaign website, including modifications to help optimize your content for search engine indexing and rankings.
  • Do an SEO audit on your campaign website
  • Create a landing page with content themed around either a key user persona or non-branded campaign keyword/phrase - Please include this link in your final portfolio!