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Your Final Project and Presentation

Your group project consists of two parts, plus a peer evaluation component:

Part 1: The Social Media Plan

Each group will be responsible for writing a full, formal social media plan for our case study client. The complete criteria for what should be included within your social media plan, including how it should look, can be found on the templates page. Groups will use the information provided in class on March 24th (the slides will be available on Blackboard) and will work together to write the plan.

The social media plan should be no fewer than 8 pages in length (not including the title page and table of contents). Appropriate graphics are allowed as long as they are included to add support for something written in the text of the plan. Graphics should not take up more than half of a page for that page to contribute to the overall page count of the plan.

Each group has a designated leader. This person will be responsible for the following:

  • Overseeing the delegation of responsibilities within the group and insuring that all group members are on task.
  • Meeting with Sara to report on the group’s progress.
  • E-mailing Sara for “client” questions when in need of clarification (No one else in the group should be doing this. Keep communications streamlined).
  • Handing in the first draft and final copy of the group’s finished social media plan and slides (see below) by the appropriate due dates.

Due date: A first draft will be due to Sara no later than 5 pm on Friday, April 3rd (to be reviewed in class on the 7th). Final drafts will be due the following Friday, April 10th no later than 5:00 p.m. Please e-mail your first draft as a Word document, and your final drafts as with a Word document or PDF to Sara. Plans must be received by the required due dates.

Weight: 20%

Part 2: The Pitch Presentation

On our last day of class (April 14th) each group will present their social media plan to the class and to Sara. All group members should be present and must participate in the presentation in some capacity. Please dress professionally.

Additional notes on the final presentation:

  • Presentations should be a maximum of 15 minutes in length.
  • The grading rubric for the presentation is on the templates page.
  • Presentations must include slides.
  • A student must be present for his or her’s group presentation in order to receive a grade for it. If your group presents without you, they get the mark and you don’t.

Due date: Slides must be e-mailed to Sara by the group leader no later than 5 p.m. on Monday, April 13th. If your slides are late your group’s presentation will receive a 5% penalty.

Weight: 10%

Peer Evaluations

Every student will be responsible for completing a peer evaluation for each member of their group. The evaluation is intended to encourage all group members to pull their own weight and complete tasks as they are assigned to the best of their ability. The peer evaluation form will be handed out on the last day of class (April 14th).

Due date: Peer evaluations should be filled out and returned to Sara by the end of class on Tuesday, April 14th. Any student that fails to submit a peer evaluation will receive a 3% penalty on their individual report grade.

There will still be class Twitter chats happening every week expect for the last one, starting at 2:30.

 
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Posted by on March 24, 2015 in Assignments

 

Policy Protected

Policies in virtually every situation are intended to provide a course of action meant to govern all parties or individuals affected by them. It is becoming more and more prevalent (if not necessary) for companies and businesses to establish a clear set of principles when it comes to social media usage. Like the social media plans that we discussed earlier, a social media policy will look different depending on each business. But whether it’s just a simple set of guiding principles or a full legal document, a company’s social media policy should explain what’s expected of both itself and employees as well as what’s considered inappropriate when using online communication platforms.

A social media policy should be clear and accessible to all employees that are expected to adhere to it. As much as some people like to think of the policy as a document that simply serves to protect the company, ultimately it should be something that provides clear guidance for everyone involved. Check out this great video that the Department of Justice in Victoria, Australia put together to help make its employees aware of their policy and how it affects them:

Another great way of making the key points of the social media policy accessible to staff is by using something like a poster the way the Ford Motor Company has in the past.

As mentioned this week,  we took a look at the comprehensive policy template that was pulled together by Eric Schwartzman.

Twitter chat: 2:15 – 2:30 pm.

 
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Posted by on March 10, 2015 in Course info

 

Measuring Success

The topic we covered this week was how to measure the success of your social media outreach. These days there are a number of different social media measurement tools and services available, both free and paid. These tools and services provide a wide variety of metrics and different depths of data that can help you get a better look at your reach, influence, relevance, etc. as well as let you see the level of engagement with, and type of sentiment surrounding your brand.

But with all of the analytic and measurement tools out there, how do you decide which ones to use? Often it comes down to, 1) the social media tools you’ve decided to use and, 2) your original goals for using social media in the first place.. Once you know what you want to achieve, find the tools that will best help you break down whether or not you’re on the right track. While it’s not always simple to evaluate the return on the relationships you’ve created via social media, it’s still helpful to take a look at your progress and, if nothing else, you can use the data and trends that you discover to help you focus your online efforts moving forward.

Assignment #2, Part 2

This week’s assignment is actually part 2 of the assignment we started back in week #3. We’ll be focusing on Facebook Insights to determine how analytic data can be used to influence our online outreach.

Practical – Facebook posts Wave #2

From now until March 3rd, each student in the class will return to maintaining the class Facebook page. Each student will only have to make one Facebook post on the date they have been assigned on the Facebook Admins page.

Like last time, students are responsible for coming up with content that is both relevant and appropriate for this class and the page’s audience. HOWEVER, this time students must use the analytic data available to them through Facebook Insights to help decide what type of content to post (Trends to look for: What kind of content – i.e. links, photos, etc, – performed better? What times of day saw the most engagement? Did posts with more or less text perform better? Etc.)

Again, content should not be replicated and students will also be responsible for responding to any comments that their post receives (acting as the Facebook page).

Written

In a blog post, please respond to the following questions:

1) Describe your first post on the class Facebook page. Discuss the content you chose to share and why you made the decision that you did. Describe the engagement (comments, likes, shares, and reach) your post received, if any. Provide a link to your post.

2) Describe your second post on the class Facebook page. Discuss the content you chose to share and explain how the analytic data from Facebook’s Insights report influenced your decision. Be as detailed, thorough, and thoughtful as possible. Provide a link to your post.

Things to remember:

  • Be mindful of your spelling, grammar and language. Use full and complete sentences in ALL of your blog posts. You will lose marks for poor spelling, grammar and inappropriate language.
  • Each of your answers must be at least one paragraph in length (containing now fewer than 4 sentences each). The more thoughtful and in-depth your answer is, the better.
  • Remember: Don’t just tell me what you think or how you feel, tell me why those things matter to the question being asked.
  • Each post needs to have a title or subject line. Make sure it is relevant to the content of the blog post.
  • To submit your assignment you must leave a comment on this post linking to your completed and published blog post.

Assignment weight: 15% (including both Facebook posts and the written blog post)

Due date: 12:00 pm on Tuesday, April 7th.

Tweet chat begins EARLY today at 2:15 p.m. (#SMETLoyalist)

 
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Posted by on March 3, 2015 in Assignments

 

Brand YOU

Social media can be powerful tools, not just for businesses but for individuals as well. When used properly, sites such as Twitter, Facebook, LinkedIn and blogs can open doors to some amazing opportunities. But at the same time, if we’re not careful about what kind of information we’re sharing and how we’re interacting in these spaces we could end up putting our reputations at real risk.

Maintaining a positive digital footprint is a great way to get your name out there and protect your reputation.

What people sometimes forget is that what we put online is there to stay and, sometimes, when the information we’ve put out there doesn’t exactly show our best side our online activities can negatively impact things like future employment. According to the 2014 Social Job Seeker Survey by Jobvite, there are a number of online behaviors that can earn those on the hunt for work disappointed head-shaking from some recruiters. Posts and updates containing profanity, sexual content, use of illegal drugs and even poor spelling and grammar can all impact a recruiter’s opinion of you… And not in a good way.

But it’s not all doom and gloom. According to the same Jobvite survey,73% have made a hire though social media. With more recruiters and employers turning to social media to both screen and find potential candidates, these tools provide a really exciting opportunity for professionals at any stage of their careers to put their best foot forward and get their names out there. The best news? Maintaining a solid and positive online personal brand isn’t hard to do!

Assignment:

Practical:

Create a LinkedIn profile. To get full marks your profile must include: A professional photo of yourself, a personal summary (no less than six sentences long), list of education history, list of employment history (including summary of duties and responsibilities) and you must connect with at least three people (yes, classmates count). If you have no employment history, choose one additional profile options (i.e volunteering and causes, joining a group, honours and awards, etc. Your choice.) Please insure that your privacy settings allow for your entire profile to be public. If I can’t see your profile I can’t grade it!

Include a link to your LinkedIn profile in the written post component of this assignment.

Written:

In a blog post, please respond to the following question:

1. Describe three ways you plan on using social/digital media to improve your digital reputation and/or improve your employment chances (use at least three paragraphs – one for each way you come up with ). Be specific in describing your course of action, thoroughly explain your choices, and use examples whenever possible.

Remember to include a link to your LinkedIn profile somewhere in your post.

Things to remember:

  • Be mindful of your spelling, grammar and language. Use full and complete sentences in ALL of your blog posts.
  • The paragraphs in your answers must be no fewer than four sentences long in order to get a minimum passing grade.
  • Each post needs to have a title or subject line. Make sure it is relevant to the content of the blog post.
  • To submit your assignment you must leave a comment on this post linking to your completed and published blog post by the due date.

Assignment weight: 10%

Due date: 12:00 p.m, Tuesday, March 3rd.

Tweet chat begins today at 2:30 p.m. (#SMETLoyalist)

 
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Posted by on February 24, 2015 in Assignments

 

Exploring What Else is Out There

Can you believe that we’re nearly half way through the semester? Since the beginning of this course we’ve become a class full of Twitter users, gotten even more familiar with Facebook, and become old pros with WordPress.

But even though these tools are some of the biggest players in the social media game today, they’re still just the tip of the iceberg when it comes to what’s out there. This week we took some time to look at a host of other social media platforms that businesses can and are making use of to get their messages out there and connect with their audiences. We started by taking a look at LinkedIn‘s Company Pages feature. We also looked at more visually-based platforms such as Instagram and Pinterest, as well as other popular tools like Google+ and Tumblr. We even spent some time looking at the different ways businesses and brands have gotten creative with mobile apps.

Next week we’ll continue with this theme of exploring new and different social media tools.

Assignment

Practical:

You must sign-up for two new social/digital media tools (you cannot use Twitter or Facebook for this assignment). Spend time using the tools, creating content, and getting comfortable with the tools’ features. You may choose tools discussed in either weeks #5 or #6 of class, or something new that that we haven’t discuss. Please note that for the purposes of this assignment you should choose tools that allow you to create content and a digital presence so that you will be able to demonstrate your work. Remember that this is a class assignment, and as such the content you post on your chosen tools should be professional and appropriate. Please also note that you may not use LinkedIn professional profiles for this assignment.

Written:

In a blog post, please respond to the following questions:

1) With regards to the first new tool that you chose to use for the practical component of this assignment, please discuss the following:
a) In at least one paragraph, tell me what the tool is and how it works (in your own words),
b) In at least one paragraph, describe your experience using the tool (i.e. talk about the content you created, the ease/difficulty of use, any discoveries made, interactions with other users, etc.),
c) In at least one paragraph, describe why/how you think this tool could be useful for businesses. Draw on real-life business examples to help back up your points.

2) With regards to the second new tool that you chose to use for the practical component of this assignment, please discuss the following:
a) In at least one paragraph, tell me what the tool is and how it works (in your own words),
b) In at least one paragraph, describe your experience using the tool (i.e. talk about the content you created, the ease/difficulty of use, any discoveries made, interactions with other users, etc.),
c) In at least one paragraph, describe why/how you think this tool could be useful for businesses. Draw on real-life business examples to help back up your points.

*NOTE: Please link to your accounts on each tool so that I can see your work.*

Things to remember:

  • Be mindful of your spelling, grammar and language. Use full and complete sentences in ALL of your blog posts.
  • The paragraphs in your answers must be no fewer than four sentences long in order to get a minimum passing grade.
  • Each post needs to have a title or subject line. Make sure it is relevant to the content of the blog post.
  • To submit your assignment you must leave a comment on this post linking to your completed and published blog post by the due date.

Assignment weight: 10%

Due date: 5:00 p.m, Friday, February 13th. (Right before break week!)

Tweet chat begins today at 2:30 p.m. (#SMETLoyalist)

 
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Posted by on February 3, 2015 in Assignments

 

All a Twitter

When it comes to social media tools that you just can’t ignore, Twitter is pretty high on the list. Over the past seven years, this micro-blogging tool has quickly become a familiar fixture in the lives of millions of people and a must-have for many businesses. Twitter is an excellent tool for connecting people: friends, colleagues, potential business connections and even (or perhaps especially) customers. What’s not to love about that?

When it comes to Twitter, it’s easy to get caught up in the idea that all it’s good for it shouting short messages about what we had for breakfast into the void of cyberspace. However, there are a lot of great ways that businesses and brands can and have been embracing the platform in recent years. Let’s take a look at a couple of great examples:

The first is the events account for Indigo Books & Music, @indigogreenroom. Run by the company’s executive producer of events & music, Jeremy Cammy, the account is a great example of using Twitter to create a community of brand ambassadors online. The account is primarily used to share information on store events, run contests and giveaways and give fans and customers exclusive behind-the-scenes looks at all of the excitement at Indigo. On top of all of this, Cammy has done an excellent job of giving the account a definitive voice and making it personable.

The second account is the official Twitter feed of the airline @WestJet. According to their bio we can clearly see what hours the account is attended to, which can help to manage customer expectations when it comes to getting a response. The manager(s) of the account do a great job of interacting, sharing related content and responding to customer question in real time.

Assignment #3:

Practical component:

First thing’s first: Create your Twitter account (if you haven’t already). To get full marks for this section you must:

  1. Follow me on Twitter (@SaraHamil)
  2. Have a complete bio and an avatar (please ensure that both are appropriate)

This week we’re starting our weekly “Twitter Chats”. Every Tuesday you can follow along and join in on the conversation by following the #SMETLoyalist hashtag on Twitter. I will be moderating the chats from my account @SaraHamil. You MUST participate in at least 5 of these chats before the end of the semester in order to get full marks.

Today’s tweet chat will begin at 2:30 p.m. and run until 2:45 p.m. (just a short one to get us started!)

Written component:

You will also need to begin following professionals (expect for celebrities) and brands in the industry that interests you and begin engaging with them (@mention them, RT, fav, etc.). They can be big international names, local entrepreneurs, or people working at a company that you find compelling. Follow and reach out to these individuals in an attempt to begin networking (note: I’m not going to tell you who to follow – that’s up to you!)

Next, complete the following:

In a new post on your blog, provide responses to all four of the following questions/discussion topics:

1) In your own words, describe how Twitter works and how it can be beneficial in the world of business. Be as detailed as possible!

2) How can a professional use Twitter to benefit her or his career? Provide examples (hypothetical or real) to back up your points.

3) Find a business/company that you personally think is using Twitter really well (NOT one of the examples from this post!) Describe how they’re using the tool by discussing what kind of content they post, how frequently they seem to tweet, and how they engage with their audience.

4) Which businesses and professionals did you choose to follow and reach out to for this assignment and why? What did you tweet to them in an attempt to engage with them? Did they respond? If so, how?

Things to remember:

  • Be mindful of your spelling, grammar and language. Use full and complete sentences in ALL of your blog posts. You will lose marks for poor spelling, grammar and inappropriate language.
  • Each of your answers must be at least one paragraph in length (containing no fewer than 4 sentences each). The more thoughtful and in-depth your answer is, the better.
  • Remember: Don’t just tell me what you think or how you feel, tell me why those things matter to the question being asked.
  • Each post needs to have a title or subject line. Make sure it is relevant to the content of the blog post.
  • To submit your assignment you must leave a comment on this post linking to your completed and published blog post

The written component of this assignment is due on Tuesday, February 3rd at 12:00 pm.

Please submit your assignment by leaving a comment on this post with a link to your assignment.

Readings:

The Beginner’s Guide to Twitter – Mashable
17 Statistics That Show Social Media is the Future of Customer Service – Social Media Today

 
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Posted by on January 27, 2015 in Assignments

 

Facebook: King of Social Media

This week we’ll be focusing on the “king of social media” – Facebook. Believe me, we don’t call it king without reason. With over 1.2 BILLION active users, Facebook is the largest social media network out there.

Facebook Like

As a business or a professional, when it comes to getting your message out there, Facebook is clearly a heavy hitter. Not only is it “where the people are”, it’s also a great platform for sharing content, building communities and establishing relationships with customers and brand enthusiasts. It’s a platform that’s hard to ignore with powerful potential – when it’s used well.

Readings
Beat The Facebook Algorithm With These 13 Techniques – Small Business Trend
Why The End of Facebook ‘Like-Gating’ is a Good Thing – PR Daily

Assignment #2
Your second assignment will focus on Facebook and will consist of two waves of practical work and one written component (worth 15% in total.) You will only be responsible for the first wave of practical work at this time.

Wave #1: From now until study week, each student in the class will be responsible for maintaining the class Facebook page. Each student will only have to make one Facebook post on the date they have been assigned on the Facebook Admins page.

Students are responsible for coming up with content that is both relevant and appropriate for this class and the page’s audience. This can include text-based engagement, images/infographics/memes, links to articles about social/digital media news, etc. Content should not be replicated (i.e. Students must pay attention to what their classmates are posting in order to  insure that there are no repeat posts). On a given day, posts should be staggered (Please communicate with the other student that will be posting on the same day as you).

It is up to each student to find and post content thoughtfully with the purpose of encouraging engagement from the reader (in the form of a like, comment, and/or share). Students will also be responsible for responding to any comments that their post receives (acting as the Facebook page)

In order to complete this wave of the assignment each student must:
1) Have an active Facebook account.
2) Like the class Facebook page.
3) Provide Sara with the e-mail address connected to your Facebook account so that you can be added as admin to the page (friending the instructor will not be necessary).

Students will be added as page admins one week at a time. You are encouraged to practice on a fake “playground” page that you can set up on your own to get comfortable working with the tool.

Failure to post on your assigned date will result in a mark of zero for this portion of the assignment (5%). You will be graded based on 1) Whether or not you post on time, and 2) The relevance, appropriateness and thoughtfulness of your post.

 
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Posted by on January 20, 2015 in Assignments

 

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