Online Apr 27 - May 15 + In-class May 7 & 8 (Thu & Fri) 9:30 am - 4:30 pm Instructor:Jessica Laccetti
Strategy and skills are needed for effective social media communication. Focusing on these, learn how to create content for various popular social media platforms, and engage communities and customers in conversation through these platforms. A special focus of this course will be the different writing needs of several major social media platforms, and the development of strategic and skillful writing for these platforms.
Have a read of this thoughtful article by Andy Vale. He raises some good points for those of us using Twitter as a way to forward a story for marketing purposes:
On February 4th, Twitter announced a new deal with Google that would allow Tweets to appear in searches as soon as they’re posted. This drastic increase in access to the 500 million Tweets that Twitter’s 284 million users post every day will allow Google’s results to reflect the real time nature of the platform that has made it a driver of news, commerce, and conversation. It’s a change that could have implications on the strategy of every marketing department.
For Twitter this increases the penetration of Tweets into the minds of non-users, a huge marketing possibility that Dick Costolo has been keen to highlight in recent months. Google benefits by having instant access to a bank of content that grows by approximately 500,000 words every five seconds. For marketers, this development sees even more of Google’s 40,000+ searches every second leading to Tweets, which could have a considerable impact on both your Twitter and SEO strategies. To help you incorporate this partnership into your marketing strategy, here are 10 questions that you may wish to think about so that your business is ready.
1. Will Our Precisely Targeted Campaign Still Be Relevant With Everyone Else?
Minutely targeted campaigns could suddenly appear to millions of people that you weren’t targeting. They could misunderstand, misinterpret, or simply dislike the message you’re trying to send out. You may need to question how much your campaign’s Tweets are likely to resonate with Google users who haven’t been targeted on Twitter. Alternatively, you may decide that it doesn’t matter if your campaign doesn’t resonate with them.
2. What Could The PR Impact Of Other Users Tweeting About Us Be?
Good customer service could lead to evangelical supporters who also come up in searches. On the flip-side, a disgruntled customer Tweeting about you may now come up on page one of Google when people search for you. You need a strategy for this, and effective customer service on Twitter will help.
3. How Does This Change Our Offline Marketing?
If a hashtag is on a billboard, people may now search for it on Google, with your Tweets coming up. Does this mean that hashtags are something you should feature in your offline marketing if they aren’t already included? Or, so that you can keep in control of the conversation, is it time to switch from hashtags on your billboards to your Twitter handle, which can’t be hijacked.
4. Where Does Real Time Tweeting Fit Into Our Strategy?
Real time marketing is already touted as one of the biggest advantages of Twitter, when those Tweets come up in searches straight away, there’s another reason to get involved. This could be something your brand can take advantage of, and if so it’s worth considering if you need systems in place to identify the right real time opportunities.
5. What Is The Current State Of Our Twitter Feed?
If your Twitter feed was placed in front of the world right now, would you be happy with it? Because that could soon be what happens when people search your brand. You may find that it’s worth taking a look at your current Tweeting and assess what’s working or any changes that need to be made so that your Tweets are something you’d be okay with people other than your followers seeing.
“I’m incredibly proud of the content we put out there on Twitter, and it’s pretty exciting to think about it having an extra SEO benefit now too. If Google is starting to favour Tweets appearing in its searches then we’re in a really good place because we’ve worked hard to build up a high quality Twitter presence. Ultimately, if the partnership between Twitter and Google allows more people to come into contact with the content we produce, then it’s another great reason for us to continue our investment in social.”
What did you Tweet three years and 92 days ago? You might not remember, but it could now be more visible in searches. Search your brand with a mix of potentially unflattering phrases to see if any old Tweets come up, and consider whether or not you need to delete them before someone stumbles on them. The offending Tweets don’t necessarily have to be offensive, but could position you in an outdated manner that doesn’t accurately represent your company any more.
7. Does Paid Media On Twitter Become Earned Media On Google?
Promoted Tweets could potentially be optimised for SEO to drive a greater ROI from your Twitter Ads spend. This is probably worth factoring in when deciding where to spend your marketing budget.
8. How Does This Affect The Relationship Between Our Social And SEO Teams?
It may become more important to keep communication up between the two areas so that your Twitter activity can assist the SEO teams in driving search traffic to key pages. To help get ready, internal directives could be put in place to optimise this relationship if they aren’t already.
9. What Messages Will Resonate With Users Who Aren’t On Twitter?
Your Tweets may hit a large offline/non-active audience. Will your Tweets work with an audience who aren’t on Twitter, or are they too niche to what’s happening on Twitter? For example, a specific hashtag that’s trending on Twitter but not related to a newsworthy event may not make sense to someone who isn’t aware of the current Twitter trends. It may be necessary to weigh up whether you’d rather take advantage of the hashtag or not miss out on the Google users who are potentially coming across your Tweets.
10. How Will Our Tweets Be Displayed On Google?
While you may not be able to find this out until after the changes have been implemented, it’s worth setting up some alerts for news articles about the partnership so you can find out the answer to this question as soon as possible. Then you can think about how you can visually optimise your Tweets for Google. Will images show up? Will hashtags and links be clickable? Will Twitter cards load fully? The quicker you can answer these questions, the quicker you can take advantage of them.
The 13th annual Aboriginal Law Speaker Series commenced yesterday. Organized by the Aboriginal Law Students’ Association, the topic of this year’s speaker series is Indigenous Legal Traditions and Canadian Aboriginal Law.
Today we were lucky enough to have University of Ottawa Faculty of Law professor Dr. Larry Chartrand share his knowledge on the subject. Dr. Chartrand discussed the importance of incorporating Indigenous elements of law into what we presently understand to be the law in Canada.
The Canadian government takes pride in being a bijuralist country which recognizes both civil and common law systems. Dr. Chartrand spoke on the very Eurocentric nature of the myth of Canada as a bijuralist rather than multijuralist nation. He explained that this myth “denies the relevance and legitimacy of Metis or Cree legal traditions” as well as other Indigenous legal traditions and systems.
Ethnocentric views, such as the doctrine of reception, threaten to prevent law students from understanding the impacts of colonization and embracing Canada’s rich multi-juridical history, Dr. Chartrand cautions. He calls upon law schools to educate the lawyers and judges of tomorrow on aspects of Indigenous legal systems so that we may apply them in relevant legal disputes. Law schools “need to consider how they can better ‘Indigenize’ the law school curriculum so that it is inclusive of all legal traditions within its sphere of influence,” which may involve offering courses such as “Indigenous Peoples’ Law” alongside teaching the civil and common law systems. Some schools have already began to implement such changes.
Dr. Chartrand is one of five speakers who has spoken or will be speaking at the ALSA event this week. An excellent seminar was delivered yesterday by Dr. David Arora wherein he discussed harvesting wild mushrooms. Later this week we welcome Dr. Leroy Little Bear, Aaju Peter, and Dr. Gordon Christie who will also be presenting on Indigenous legal traditions and Aboriginal law.
Mashable took an early interest in Snapchat. We hopped on the ephemeral bandwagon just over a year ago to establish a new channel of communication with our audience. Our goal was to further our understanding of the platform and investigate an emerging avenue for mobile content distribution, as we felt that Snapchat’s strengths lay in its simple, visual communication and raw, real-time experience sharing. While it has been a tricky platform to navigate as a brand (lack of analytics, editing tools, etc.), Snapchat continues to provide our audience with unique access to our content and our culture.
Our Snapchat stories have featured a broad array of subjects. We’ll often cover live events on the platform, or create original narratives that tie-in to editorial themes on our site. Other stories have included product reviews, photo roundups, and news updates. Each story is a compilation of still images and short video clips, so it takes a fair amount of planning to deliver strong visual content and relevant, interesting information; brainstorming and storyboarding go into putting together a successful story. We try to keep in mind that genuine energy and personality go a long way on Snapchat.
We were also excited to see Snapchat launch its latest product development, Discover, earlier this year. We think there’s tremendous opportunity for brands there and look forward to seeing Discover take off.