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 5.
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, in class 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 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 firstname.lastname@example.org) no later than the end of the day on Tuesday, May 5.
Start posting Facebook and Twitter 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
You should try to have at least 30 Facebook followers by the end of the semester.
You should try to have at least 10 Facebook and Twitter posts by the end of the semester.
Optimize your Wix-created website for mobile devices using the mobile editor built into the Wix.com edit tool. Your final campaign site will be evaluated for how it appears on both desktop and mobile devices beginning Thursday, April 30.
Begin the take-home final exam, due no later than the end of the day on Tuesday, May 5.
Facebook Ads is an influential Web ad service that enables you to target specific audiences inside the popular social network. The video below shows the power of targeted messaging through the Facebook Ads platform.
CASE STUDIES FOR FACEBOOK ADS
Facebook has a page filled with case studies that you can explore to see how both small and large companies are using the Facebook Ads platform to expand their reach and build their business.
Here are some video tutorials that walk you through the basics of creating a Facebook ad and then identifying your target audience and budget in the Facebook Ads creation tool.
Creating your ad
Defining your target audience and budget
Facebook Advertising can be displayed as a traditional ad on the right hand side of the news feed or in the news feed itself.
These ads will appear in the center of the news feed along posts from friends and followed pages. This "native ad" blends in seamlessly with the general news feed content. You can even pay for placement of a recent Facebook post so that it appears in the news feed for targeted recipients -- even if they don't yet "like" your page.
Right Side Column
These ads appear on the righthand column adjacent to your news feed. The size of these ads is considerably smaller than a News Feed ad.
Read the full FAQ for more info on these and other options. (Note: An alternate FAQ is also available for some Facebook users that may have a different Facebook Ads interface).