Category Archives: Classes

Social Media Analytics Class Activity with Keyhole Hashtag Analytics Software

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The Social Media Analytics Class Activity: Why?

Having a social media analytics class activity is vital to teaching our students social media analytics, including account analytics and social listening. But, as educators, getting our hands on social media analytics software in the classroom is an increasing challenge.

This post and the one that will follow it will discuss the new social media software I am using, Keyhole.co. It discusses how to use Keyhole.co hashtag analytics software to teach analytics and social listening skills (note: The name is a bit misleading. Keyhole does much more than hashtag analytics). In the first post in this series, I offer a beginner’s social media activity for using Keyhole along with step-by-step instructions for doing so.I also offer a social media audit assignment that is designed to be used with the Keyhole software.

In the second post (coming soon!), I offer a spreadsheet that students can use to track metrics from Keyhole.co related to social media account metrics on Twitter and Instagram, identify social media account optimization opportunities, and engage in social listening. I also provide instruction for how to complete these tasks.

Choosing Social Media Analytics Software: What to Consider

Over the last few years, several social media analytics companies generously offered university classrooms free access to their software. However, with the closure of the Meltwater university program and the discontinuation of Microsoft Social Engagement, those options have become limited. Professors have had to search for affordable solutions during a time of economic uncertainty in academia.

So I posed a question to the always-awesome Social Media Professors Community Facebook Group this past summer seeking suggestions of paid social media analytics software.   A few tools were suggested (thank you so much for the input!) all with distinct advantages and limitations. I set up interviews and software demos with several companies to learn about their features and costs.

Taking into consideration many factors including the needs of my classes, the features of the software, and pricing, we decided to go with Keyhole.co. However, I encourage you to do your research, set up software demos or try free trials, and find what works best for you and your students.

While each company in the social media analytics space prices differently, some common variables that impact pricing are:

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Brand Crisis Response Activity for Social Media and PR Online Classes

COVID-19 (Coronavirus) Brand Crisis Response Compare and Contrast Activity: Brands Doing Good in a Time of Crisis

I’ve created a brief online discussion/presentation activity for students in my Public Relations Principles class. The assignment asks students to compare and contrast 2 brands in the same category in terms of how they are communicating with publics amid the COVID-19 pandemic.

Here’s my ask for students: Find 2 organizations that are doing good during these trying times and share them with us.

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Google Analytics Assignment in the Communication Research Class. Lab Guide Included!

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A Google Analytics Assignment in the Communication Research Class? Yes!

The question of teaching Google Analytics is part of the larger conversation of what we can manage to get in amid the many skills we want our students to learn.  Beyond that, we’ve been talking a lot lately in the social media community about what certifications we should require our students to complete. The Google Analytics Individual Qualifying (IQ) Exam, which evaluates knowledge about Google Analytics, is commonly brought up.

But how do we tie the certification into the classroom? How do we teach our students to navigate Google Analytics in a hands-on manner?

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The IGTV Video Class Assignment: Review and Tips

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The IGTV Video Class Assignment

How can we get our students learning and doing more with video? IGTV videos – or Instagram TV videos – is one such way.  That’s why I had my social media class create an IGTV video show this past fall. In the below post, I share how I set the IGTV class assignment up, link to examples of student work, and discuss key takeaways and considerations.

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Use this Worksheet in Your Class to Design a Message Map and Key Messages for a Communication Campaign (Part 2 of 2)

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Teaching Students to Develop Message Maps

In the first post in this series I provided an activity to teach students what key messages are and how they can begin learning to identify and extract key messages. If you haven’t read it, please do so before proceeding.

Below, students take the brainstorm activity and go out and get some feedback for their key messages. Then, they develop a message map.

Continue reading Use this Worksheet in Your Class to Design a Message Map and Key Messages for a Communication Campaign (Part 2 of 2)

How to Teach Key Messages to PR and Marketing Students: Activity Included (Part 1 of 2)

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Teaching Students to Develop Key Messages is a Great Public Relations Class Activity

As a kid, I paid more attention to the lyrics than the rhythm or the beat. I also probably spent more time thinking about how authors expressed the ideas in a story than the story itself.

Maybe that’s why messaging is one aspect of brand building and campaign planning that has always fascinated me. While people often find the process of building key messages tedious, I see it as the fun kind of tedious.

This is part 1 of a two-part series on how I teach students to develop key messages and build a message map in my Strategic Campaign class.

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My New Book, Teach Social Media: A Plan for Creating a Course Your Students Will Love, is Now Available on Amazon!

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Teach Social Media Book

I am beyond thrilled to announce that my new book, Teach Social Media: A Plan for Creating a Course Your Students Will Love, is now available on Amazon in paperback and eBook formats.

It has been a long and exciting journey. I am so glad to finally be able to share this project with you. It is one of my most ambitious undertakings. I can best describe it as an organized “brain dump” of my knowledge about teaching a social media class for students interested in careers as professional communicators (e.g., public relations, marketing).

Continue reading My New Book, Teach Social Media: A Plan for Creating a Course Your Students Will Love, is Now Available on Amazon!