Category Archives: Classroom Activities and Exercises
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See all of my blog posts that contain social media class assignments, activities, and exercises. Just scroll down to access them. These are great public relations class assignments and work well as marketing class assignments, too. Enjoy!
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Hope you had a great Labor Day weekend. I’ve been writing lately about the Google Link Schemes update – what it is, how I am teaching in response to it, and what I think about it. As promised, here is my assignment that is impacted by this change.
As I’ve said before, I’m not too concerned about this change at the macro level. But at the micro level, I think it is important that press releases now contain the “no-follow” tag. To learn how to tag with “no-follow”, read my former post. It also contains lots of links to great articles explaining the Link Schemes update!
Press Release for the Web Assignment
The emphasis on my Social Media Release assignment (which I may be better off just calling a web release), at its heart is on writing for the web – e..g., keyword research, SEO. And so, whether the press release “dies” or not, I feel my students will be adaptable.
This assignment is taught in Writing Across Platforms (syllabus | related blog posts). The topics this assignment emphasizes are of course covered in class through lecture, discussion, and brief activities.
There are 3 files in my Writing Across Platforms category on Scribd that I want to draw your attention to:
Cover Page – The cover page is something I am using for all major written assignments in the class. Someone deserves credit for this but I can’t remember where I got the idea (if you know, please tell me so proper credit can be attributed). The purpose is for students to have to think through the purpose of their written piece, who their audience is, and what is “in it” for the audience – why they should care.
Social Media Release – Part 1 – This is prep work the students do, focusing on the keyword research and writing the release to conform to the scenario. An important thing for me is that students SHOW their research and highlight all keywords. Students bring in their draft to class and work with a partner on revisions. After, they proceed to Part 2:
Social Media Release – Part 2 – This is where they take what they’ve written and put it into PitchEngine. By breaking it up into two stages, the students can focus on the research and writing first and foremost before they get swept up in the coolness of PitchEngine.
If you have questions about any of these assignments, how I teach the material, or ways i can improve them, please feel free to drop a comment or contact me directly. How do you teach these topics? How can I approve my assignment?
As one way to introduce my students to SEO and keyword research, I use the below in class exercise with Google Trends (formerly, Google Insights). Google Trends allows users to see and compare trends on what Googlers are searching for, by showing search volume across time. Users can break down trends by category, such as geography.
We also discuss keyword research via Google Adword Keyword Search Tool. But I like to talk about Google Trends first because it is easy to use and a bit more approachable with its visual layout, including interactive maps.
Google Trends Activity and Discussion (Time: 15-20 minutes). Note: Lecture notes at bottom of blog post.
In class, I explain how search engines like Google seek to rank content based on relevancy and credibility so they can deliver the best content to searchers. The algorithms for ranking content are complex and constantly changing. But the question for anyone seeking to get their content in front of the right eyeballs remains the same:
How can we optimize our content to increase the chance people will find it online?
I explain how Google Trends can be used to see what characteristics or features of a topic people search for (you can see the slides below). I ask students to imagine they are writing content for a new Volkswagen. How can they know what features of the new car to highlight in their content?
I use this example because Google already has a great video explaining the results of a keyword search topic. So after we discuss some popular features, I show them the video example.
I then give them an in-class activity with a similar scenario asking them to find out what people search for most regarding a particular topic. I prompt with:
Imagine you work for a client who wants to promote a new gym. What do people seem to be most interested in?
Look specifically at Maryland. What do they search for in Maryland?
How could you apply this knowledge to target user interest?
Students go to the following Google Doc (http://bit.ly/WAP_GTrendsEx) and follow the instructions and visuals to walk them through the steps on Google Trends.
This brief activity is followed by discussion of what they found, and their thoughts on how this information could be used.
In my experience (I taught this in a social media class in the past), students at this point are excited about this tool and want to compare a topic they are interested in – maybe ice cream flavors, celebrities, brands, etc. I’ll ask students to make predictions on what topic is being searched for most and why. Often, we are surprised by what we find, which makes for a great discussion. We have lots of fun spending a few minutes doing this kind of exploration!
I end by emphasizing that one way to use Google Trends is to see what people care about the most when they search for a topic, whether it be cars, gyms, et cetera.
From there, we move on to discussing Google Adwords Keyword tool, which I’ll save for a future blog post.
Check out the associated slides for this class and the class before it where I explain SEO and linking below:
What is SEO and link building and why do they matter?
Keyword Research Activity: Google Trends and Adwords (relates directly to above blog post)
What do you think? How do you teach your students about keyword research and search engine optimization? Would love to hear your exercises and thoughts below.
If you teach social media, you likely follow many of your students on social media. Sometimes I cringe when I see the things some students Tweet.
Every semester for the past few years I’ve taken time in class to talk about presenting oneself professionally online.
This semester I decided to go about it a little differently. I decided to go a little more in depth. I am building a concentration of courses in our department that will emphasize strategic social media, and because the Principles of Public Relations class is the first class in the concentration, I decided I want to get students thinking about the professional uses of social media from the get go.
Professional Self-Representation Online Activity for Students
Here’s what I did in my Principles of PR class this semester:
I told the students to start using Twitter, if they hadn’t already. (I decide to focus on Twitter, though I’ve come to find that many of our students don’t use or like Twitter. So maybe I should broaden my horizons in the future).
After several weeks, we were discussing public opinion and how the failure of co-orientation between an organization and its publics can lead to misunderstandings of stance on an issue that can harm the relationship. (Chapter 8 of Cutlip & Center’s Effective Public Relations 11th edition) I told the students to: “Write a brief paragraph about how you want others to see you as a professional person who works in your career field choice.”
I then gave them a little homework assignment (on Scribd). They were to print out tag clouds of their Tweets, their Tweetstats, and their profile and bring them to class the following class.
The following class, I gave students a few minutes to look over the things they’d printed the night before (their stats, profile, etc.) and had them answer some questions (found on Scribd here) about the sort of things they post, and whether what they post reflects how they want to be perceived professionally. We revisited Dr. Russell’s list of what students should not Tweet. Students checked whether they were following Dr. Russell’s guidelines, revisited what they’d written several weeks back about what being professional on social media meant to them, and revisited their statement from the class before about how they want others to see them professionally in their career of choice.
The purpose here was to see if the students identified differences between how they had seen themselves and how they discovered through the exercise how others may see them based on what they post online. Through this, we were able to make a connection to our discussion the class period before about the potential harm brought on by a lack of co-orientation between an organization (the org being the student in this case) and its publics.
Students who weren’t afraid to share what they post on Twitter to the class had their tweets projected on the screen using VisibleTweets.com.
After, we talked for a while about professional behavior online. Many students expressed that they were increasingly conscious of what they post online, particularly out of concern that a future employer might see what they post. When they were younger, some said, they didn’t think as much about what they’d posted. Many felt it was unfair that people were judged for things they’d posted long ago, pointing out that people change, grow, and mature.
I continue to see some students who throw caution to the wind, using social media as a place to vent all those frustrations and share those things they wouldn’t normally say to someone. But overall, I’m impressed by how much students today are considering the implications of what they post on social media. A few short years ago, this was not my experience.
How about you? Do you discuss professional self-representation on social media with your students? If so, what have you found effective? What challenges have you faced? It is a difficult subject and I’m constantly looking for ways to reach students on this issue. Please share in the comments section below. Thanks! 🙂
Next Steps: More Activities and Resources for Teaching Personal Branding
A Social Media Education Blog by Matthew J. Kushin, Ph.D.
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