5 Step Social Media Campaign: Facebook etc Laurel Papworth
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5 Step Social Media Campaign: Facebook etc Laurel Papworth

STEP BY STEP: Facebook, Twitter & Blog/Website Also Monitoring, Engagement & Measurement of a Social Media Campaign
4.6 (26 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
531 students enrolled
Last updated 1/2017
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  • 4 hours on-demand video
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  • 2 Supplemental Resources
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What Will I Learn?
Understand the 5 Steps to Create a Social Media Campaign with Facebook, Twitter and Blogs
Bring Facebook, Twitter, Instagram, Blogs and YouTube and More into A Cohesive Campaign.
Create a Social Media Monitoring Panel to Bring Searches, Newspapers, Blogs, Facebook and Twitter into One Panel
Creating a Brand Voice through Blogs and Other Content Social Platforms
Create A Social Media Website With All the Facebook And Twitter And YouTube Integrations, A Blog and A Business News/Press Room
Understand Facebook Optimisation (FBO) and Increase Engagement on Facebook By Understanding The Right Target Audience
Develop Key Influencer Relationships and Discussions on Twitter Through Tools Such As Lists
Understand How to Source and Implement Hashtags for Promotions on Twitter (and Facebook, Instagram etc)
Develop and Implement Advertising on Facebook and Twitter
Create a Measurement and Analytics Strategy using Facebook and Twitter and Instagram analytics as well as 3rd Party Tools
Understand What and How To Measure Social Media.
View Curriculum
  • A Computer with A Browser e.g. Chrome is Required
  • Some Experience in Business, Marketing or Education is Assumed
  • If You Are Or Have Undertaken This As a Classroom Course at the University of Sydney or Elsewhere, Please Use the Discussion Area for Questions.

This is a Corporate course for Business, Government and Not for Profits: Perhaps you've got a Facebook Page and a Twitter account and want to build more Likes/Followers or get more Engagement? Or your social media is going great guns but your website sits there unloved and not integrated? You aren't sure what to post on Facebook and Twitter and when - plus measuring seems pretty difficult, with either too much analytics (Facebook Insights) or not enough (Twitter, Instagram etc)? You'd like to know more about monitoring panels and 3rd party tools but where to start? Building a blog and writing on it seems time consuming and tricky?

*** On April 1st This course will be closed to NEW students. I will of course continue to support current and past students. No new students will be accepted after April 1st****

This course takes you through step by step

  • setting up monitoring panels (check the community groups),
  • building a brand voice and content strategy (what to say),
  • create discussion lists and hashtags and engagement strategies for Facebook Optimization (FBO) and Twitter Timelines.
  • You will create a blog or business social media newsroom, change the theme, header, write articles and include videos on it.

Then integrate the whole lot (Facebook, Twitter, YouTube, Blog) into a Call To Action campaign complete with measuring tools.

This is a great little course to get started on social media in a meaningful way or as a way to upskill from a basic Facebook Page or Twitter that needs more subscribers, engagement and reach.

I've been running Facebook Pages and other social media platforms for reality shows like Big Brother and Idol and Masterchef over many many years. This is what works and doesn't work for us.

UNI: Please note, I've been teaching a version of this course at the University of Sydney for the last 10 years - if you are a past student, THIS course is the online version with uptodate tools, videos and tips. Also updated workbooks are available in Section One so check back to see newer versions!

Who is the target audience?
  • You Have a Facebook Page But Want To Do More
  • You Would Like to Be Able to Ask Questions in A Discussion Area and Have Them Answered By an Experienced Online Community & Social Media Strategist
  • You Have Various Social Media Accounts But Need to Make Them Work Together
  • You Are Rejoining The Workforce After Some Time Away and Want To Reskill In Social Media Marketing and Public Relations
  • You Have a Good Understanding of Social Media Platforms e.g. Facebook and Twitter and Want to Upskill further.
  • You are a Student at University of College Looking for Examples, Technical Walkthroughs and Business/Government Case Studies
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Curriculum For This Course
Expand All 40 Lectures Collapse All 40 Lectures 04:19:25
Brief Intro Then On To Section 2!
2 Lectures 02:30

A brief introduction to the Course

5 Steps of A Social Media Campaign:

  1. Monitor and eavesdrop BEFORE creating any content or Promotional campaign
  2. Develop Brand Voice and understand the Target Audience BEFORE getting into Discussions
  3. Collect #hashtags and Twitter Lists and Brand Ambassador Discussions BEFORE getting into Promotions
  4. Create Promotions, distribute content on #hashtag communities of interest or through @KeyInfluencers +KeyInfluencers to create a greater amplification effect
  5. Measure, measure, measure. Set KPIs (Key Performance Indicators) around subscribers, engagement, reach, velocity, sentiment, ROI, COI, COA, apps, everything. If you can't measure it, don't include it in your campaign!
Preview 01:24

Step 1: Social Media Monitoring Dashboard
8 Lectures 38:28

Monitor before Posting! Too many companies run into trouble by not understanding the mood of the community, the relevant hashtags and the key influencers. We SETUP a social media monitoring panel and then add in TRADITIONAL media monitoring, focussing on social media news, articles and discussions.

  • Setup from scratch the social media panel
  • Edit Tabs/Folders
  • Understand RSS, widgets and apps
  • Add social media newsfeeds from Huffington Post, The Guardian, The New York Times etc
  • Evaluate Netvibes and other panels.

If you have a question, please ask me in Discussion area. Happy to help you find hidden RSS feeds or in some cases "force" an RSS feed where there isn't one...

Social Media Monitoring of Traditional News Media Websites

Twitter, Facebook, LinkedIn, Google and others are always changing the rules on us. How we can run a competition, what advertising is permissible and so on. Monitoring all these companies on one page means no nasty surprises and only a few minutes a day.

  • Learn how to read the original source story on changes and challenges and opportunities on social media platforms
  • Pull in Facebook, Twitter, LinkedIn, Google Plus, Klout, Pinterest, Snapchat, Vine and so on into one Page for monitoring news about changes to those platforms
  • Learn how to Share and Forward from their blogs and social media press rooms directly into email, Yammer, Facebook, Twitter and so on.
Monitoring Facebook, Twitter and other Social Media Platform News

In this lecture we look for and add Government newsfeeds to our monitoring panel. This is a great way to find official news and then quickly share it to your channels (Facebook, Twitter etc)

  • Find the Whitehouse RSS feed and add it to the panel
  • Find other government (e.g. Australian Federal Government feeds)
  • Learn how to Share the articles directly from the monitoring panel into Social Media sites
  • FFF - Find Filter and Forward!

Do you have a great RSS feed from Gov or an NGO or official agency you can share in Discussion (on the right hand side) ?

Monitoring Government News Impacting Your Community Promotions

As well as monitoring News sites, Government, top bloggers, competitors and so on, you can add a Facebook, Twitter and other widgets/Apps to easily update from within the social media panel.

  • What is an Application Programming Interface (API)
  • How to Add Facebook App the Dashboard
  • Adding LinkedIn and Twitter Apps

Which App do you like? Don't forget to change your location in the Weather App!

Add Facebook, LinkedIn and Twitter Apps to the Dashboard

Find the Facebook Business Page RSS feed and use it in your RSS Reader or Social Media Dashboard (2017 version). 

Preview 04:24

FACEBOOK HAS CURRENTLY SUSPENDED RSS FEEDS (JULY 2015) It's a little tricky to find out how to pull in Facebook Pages of pages you DON'T Admin into your monitoring panel... but it can be done!

  • Find the secret RSS feed formula
  • Add the Facebook Pages of Competitors etc to your social media dashboard.

Discussion: Were you able to do this? if not, please post in Discussion on the right hand side and I'll have a look and make sure it's set up correctly. Also, let me know if you want to know how to create and add OPML (mass RSS feeds) 

UPDATE 2017 please see this lecture for the workaround https://www.udemy.com/social-media-campaign/learn/v4/t/lecture/6419042

Preview 04:50

It's possible to add an extension to the browser that shows up ALL RSS feeds (articles, comments, topic headings etc). This is how to add one to CHROME.

Advanced: Add RSS Button to Chrome for Social Media Monitoring

It's possible to add an extension to the browser that shows up ALL RSS feeds (articles, comments, topic headings etc). This is how to add one to SAFARI.

Advanced: Add RSS Button to Safari for Social Media Monitoring

Netvibes quiz

Social Media Monitoring
2 questions
Step 2: Blogs and Integrating Facebook & Twitter Spokes into Your Website Hub
2 Lectures 23:10

Let's create a campaign website (blog or social media press room) and quickly put up the main pages and articles.

  • Create a blog (1:05 mark) - walkthrough
  • Look around the dashboard (/wp-admin)
  • Understanding the "normal" website vs a social media website
  • Learn about the features of your new site: articles/posts, pages, sidebar, navigation menus,
  • Change the theme and layout (activate Twenty Eleven theme)
  • Add a contact Page with a Google Map embed (follow along the lecture)
  • Create an post or article (08:20 mark) and embed a YouTube video (and why you should use YouTube!)

TIP keep the Dashboard (/wp-admin) in ONE tab/window and the Website in ANOTHER tab/window (just refresh to see changes). Don't forget to Pause the video or Replay it if you miss any of the instructions!

Quick and easy, and it's also free - now you are blogging!

Preview 11:26

Follow along with the lecture and learn how to change your website/blog to have more social media included.

  • Change the Header image (remember you can use Canva dot com for exact size)
  • Change the Sidebar and add social media buttons
  • Adding widgets/apps to the sidebar and footer - text, Facebook Like box,
  • Content sidebar vs Distribution sidebar
  • Enabling Sharing buttons to gain more readers.
  • CASE STUDY: see a social media press room in action including YouTube and Instagram integration with Facebook and email widgets.

TIP keep the Dashboard (/wp-admin) in ONE tab/window and the Website in ANOTHER tab/window (just refresh to see changes)

DISCUSSION: what would you have in your header image?

Changing a Website to Include More Social Media
Step 3: Engagement on Facebook
11 Lectures 01:16:11

Before we create our Facebook Page for Business in the next lecture, we need to understand Facebook's newsfeed algorithm sometimes called "FBO" and how it can stop the majority (over 90%) of the "Likes" on your Page seeing your status updates. Once we understand THAT, the rest of the lectures show you how to work around FBO to get more Likes, engagement and call to actions.

  • Understand FBO (Facebook Optimisation) and Edgerank
  • See how the "Social Graph" (your network) impacts what you see
  • Understand how customers are treated as target audiences by Facebook and what that means for your Page

Any questions? Please ask me in Discussion Area.

Preview 09:36

Creating a Facebook Business Page takes seconds but there are things you should consider from before you even go live!

  • Create a Page from scratch (you can have many Pages, even test pages!)
  • Facebook targetting and what it means for Engagement on your Page
  • What decisions to make about the Social Graph, tribes and keyword interests that impact engagement

Discussion: how did that work for you? Do you already have a Page but are wondering if you've done it right? Let me know!

Facebook Page: Creating a Page Correctly For More Likes and Engagement

With a New Page, it's a good idea to see what's "under the hood" so to speak. We go through the different options and setup on the Page.

  • Understanding the Facebook Business Page
  • Liking your own Page
  • Menus and layout of a Facebook Business Page

DISCUSSION Let me know if you want more lectures on Facebook menus/dashboard, but these first 10 or so lectures are to get you up and running with a properly set up Page for your Campaign.

Understanding the Facebook Page: Menus, Options and So on

Case studies of what works and doesn't work with Cover photos.

  • Cover photos have a lot of FBO "love"
  • Most Companies forget to add a Description and Call to Action that shows up in the newsfeed of their customers
  • Rotating images weekly or monthly will help a lot with engagement.

Discussion: how often do YOU change your cover photo? What sort of images do you use? Do you repeat the photos? Not sure... ask in Discussion on the Right Hand Side! :)

Facebook Page Cover Photo: The Power of Images and Description in Cover Photos

Can't afford a graphic designer and Photoshop is too expensive anyway? Use canva.com (free or $1) to create a bunch of cover photos that even your kids will like!

  • Create a cover photo with the right size dimensions
  • Duplicate and create many versions
  • Download them as JPGs
  • Rotate, edit images, save for another day

Discussion: are you creative? Do you have another tool? PS I would create them in Canva even if you want to give them as an example to a REAL designer!

[Advanced] Facebook Page Cover Photo: Using CANVA

CASE STUDIES: let's analyse some Facebook Business Pages. Can you tell if Facebook knows who the Page is for? Let's see the penalty/reward in the Engagement vs Likes area!

  • Analyse some Pages - is it clear who the Page is for? Will the Page confuse Facebook.
  • Evaluate 3x Business Page Status Updates - who will Facebook give each one to?
  • What makes Facebook REMOVE your content from your customers newsfeed even though they "liked" the Page?
  • Understand why a Facebook Page cannot be all things to all people.

Discussion: If you have a Page and enough Likes on it, and enough updates and want us to review it, please link to your Facebook Page in the Discussion area. You can ask more questions there too! (right hand side)

Facebook Target Audience - Targetted Communications on Facebook

If Facebook targets content from Pages to specific Tribes/Market Segments, how many target segments does YOUR organisation/business/Course/Event have?

  • how many pages do you need?
  • An example of a brand with 3 pages - customer service/techie, jobs/employment and marketing/coupons/Competitions.
  • Facebook Inc (the company) has over 80 market segment Facebook Business Pages themselves!

Discussion: Do you know your customer tribes?

Preview 05:28

Learn how to tell the history of your industry, your brand or your location through a milestone timeline

  • Look at case studies of companies using historical timelines to tell the company history back to 1800's
  • Look at case studies of organisations telling stories back in time for the area or the industry (not just company)
  • Learn how to build out your timeline and why you would want to...
Discussion: Do you know of a Page with a cool timeline? Share it in the discussion area. :)
Case Studies: Facebook Page Milestone Timeline for Social Media Marketing

Posting certain types of social media updates up at certain times of the day, days of the week and times of the year (not just Christmas!) will get you more likes, shares, and general engagement.

  • Conversation Diary and hashtags for popular events and vox pop moments (see Twitter area for more on Hashtags).
  • Example: Throwback Thursday #TBT in more depth on Facebook.
  • Basics of obtaining more engagement through rituals and rites of passage.
  • Learning the Days of the week, music/tv/film/ current events, rituals and rites of Passage on Facebook.

Discussion: not all "special events" are relevant to all groups. Sometimes certain events happen like a disaster, a celebrity event or political news that gets your "community" going. Got any examples? I love new examples! :) Please let me know in the Discussion area.

Facebook Engagement: Creating Conversation Diary/Social Media Content Calendar

We look at examples of Pages that have the four different types of updates and the difference in engagement that brings

  • Statement and push broadcast updates - impact and lack of interaction.
  • Question and social search for replies
  • Discussion and tagging other pages, plus hashtags again
  • Distribution and measuring URL shorteners

DISCUSSION: Do you have a conversation diary and are you putting in the different types of updates?

Facebook Case Study: 4 Different Types of Status Update for Different Engagement

Exploring the Facebook Ads area

  • Understanding Facebook's evaluation of an M.A.U (monthly active user),
  • Using the Ad platform for marketing intelligence about your customer (how many live in major cities, are 24 yr old and like Lady Gag and volleyball whilst pregnant!?) Using Facebook as a Focus Group.
  • How to Create an Ad on Facebook - different types of Ads
  • Understanding Payment, images and text desktop vs sidebar vs mobile ads

Discussion: Even if you don't Buy attention on Facebook how can you use the Ad platform to Earn attention? if you did buy ads, how did they work out for you? Good, bad, waste of money, like winning the lottery?

Facebook Advertising & Marketing: Paid Promotions and Marketing Intelligence

How well do you understand Facebook?

Facebook Quiz
2 questions
Step 4: Twitter For Engagement and Promotion
4 Lectures 31:51

Let's get started on the Basics of Twitter and Understand how it is different from Facebook.

  • Search Bar - how to search and find people and topics
  • Navigation Bar - timelines, notifications/mentions, direct messages (DMs)
  • Following vs Followers, Trending Topics
  • How I manage 55,000 followers (Hint: I don't read ALL their tweets!)

Discussion: How many of you are tempted to skip Twitter and stick with Facebook? C'mon and tell me in the Discussion area!

Preview 04:58

How do you find your target audience on Twitter. What about managing a LOT of people on there? The bad news on Verified Accounts.

  • Barack Obama, and Verified accounts,
  • How to manage Millions of twitter followers and tweets.
  • Finding High net worth individuals, education, journalists, vendors, competitors (private) etc. Choosing the right filters.
  • Remember to use Search and Timelines to FIND lists.
  • We cover Hashtags in the next lecture.
Discussion: What lists have you created? Place them up in the Discussion area (Mine are under RESOURCES on the right hand side!)

TIP: Google howto search for lists - site:twitter.com inurl:lists <insert search term> to search for lists....

Twitter Lists: How to Find and Manage Groups of People on Twitter.

This is an introduction to hashtags Do you use your own made-up hashtags? or do you use popular ones? How to find the popular ones? how do you measure them?

  • Measuring hashtags keyword into search,
  • Communicating in threaded hashtag conversation around an Event and also a community of interest.
  • how to reach 100,000 people every 4 minutes.
  • Check Resources for link to 15 ways to use hashtags with a lot more information - you can skip most of the lecture and just read that if you prefer!
Discussion: What do you think the biggest challenges are for YOU using hashtags? let me know on the right hand side under Discussion...
Twitter: Find and Use the Right Hashtags on Twitter for Engagement and Followers

In this lecture: We talk about hootsuite then (at the 2min 15s mark) create a new hashtag stream (and at 4min15) some advanced techniques and a fun addition: (at 5min15) add the Klout score!

Discussion: what Twitter monitoring dashboard do you prefer? Netvibes, Hootsuite, or another? Any questions on choosing one or setting one up, let me know in Discussions!

Preview 05:51

How well do you know Twitter?

Twitter Quiz
2 questions
Step 5: Social Media Measurement Analytics and setting Facebook & Twitter KPIs
10 Lectures 01:14:12

What do you need to measure in Social Media?

  • Measurement theory - what to measure?
  • Subscribers vs Engagement vs Reach analytics.
  • Call To Action (click, download, buy, signup)
  • Reputation/Sentiment Velocity/Time
  • and ecosystem/apps.

Discussion: What is important to YOUR campaign?

Social Media Measurement: Subscribers, Engagement, Reach, Velocity, Sentiment

Starting fairly basically, how do you measure "circulation" - the number of people that connect with you. And how does that compare with "Reach". Get the basics numbers down!

Discussion: how important is "circulation" to your organisation?

Measuring Likes and Followers and Subscribers on Facebook, Twitter, Instagram

Examining the analytics of actual Facebook and Twitter accounts, we can see Engagement as a factor of Likes (circulation or subscribers) vs Reach (actual receivers or readers).

  • Facebook Analytics and the various options for exploring Engagement
  • Twitter Analytics and Engagement

Discussion: Let me know how Engagement looks as a % of Likes in Discussion area ;)

What is Engagement and How to Measure Engagement on Facebook & Twitter

There are two types of reach - actual and possible.

  • If everyone was actually online when I receive 9 retweets a day, I would reach several million people.
  • But of course, many of those friends of friends are not online so actual reach is only about 300,000 a month.
  • Tools for measuring both actual and possible reach.
Discussion: How is using the campaign tools in the other lectures helping you increase your reach?
Reach - Can Actual Exposure and Reach be Measured on Facebook and Twitter?

Measure a call to action of "download this" or "buy this" or "click here" or "play this video" or "please read my blog"

  • Tools that can be used to track links
  • Hootsuite/Owly integration demonstration
  • Bitly tip for measurement of Facebooked and Tweeted links.

Discussion: What would you like to measure on social media?

Promotions: Call to Action and Signup/Download/Buy Analytics in Social Media

Klout is a scoring system that gives everyone a reputation score whether they are using Klout or not (it's being used in job interviews and with social CRMS)

  • Investigate Klout dashboard and scoring
  • Integrate Klout into campaigns
  • Measurement of Reputation online

Discussion: Do you think this quantification of a person's life is helpful?

Reputation Measurement with Klout Scores on Social Media & Twitter Facebook etc

We look at a range of sentiment/favourability tools that measure social media emotions online:

  • 3 or 4 tools - which one do you prefer?
  • Brand Ambassadors and "passion" measurement
  • Integrating sentiment into Social CRMs
Discussion: Is "all Press good Press" or would a negative sentiment hurt your brand and purchasing decisions?
Social Media Sentiment: They Hate you or They Love You Measurement & Analytics

Velocity is a unique to social media measurement (Traditional media has a short head and long tail, but social media has a J curve of velocity).

  • Learn how to measure velocity and viral-ness
  • Impact of Boosting tweets and Facebook Ads
  • Measuring speed of a #hashtag

Discussion: measuring over time shows peaks and flows. Did you follow the lecture along and were you surprised by any of the timings on YOUR Facebook Page and Twitter account?

Preview 09:32

Let's look at the type of customer/follower you have on Twitter - what are they like? What about Facebook?

  • Evaluate gender, age, location etc of followers on Twitter
  • Keywords and interests
  • Facebook Insights and Analytics around "People"
Discussion: Who are your target market and are they the main people connecting to you on Twitter and Facebook?
Marketing Intel and Social Media Measurement: Analytics and Psychographics

Understanding the ROI and Ecosystem

  • apps, blog posts, video mashups
  • ROI Return on Investment, CoA Cost of Acquisition of the customers, Brand ROI, Support Savings,
  • Collaborative Consumption and peer to peer economies
Discussion: Cost of Inaction - is there a cost to NOT doing social media? Let me know in the Discussions area on the right hand side!

Measuring ROI (Return on Investment) and the Ecosystem of Apps, widgets, mashups
Before you go...
3 Lectures 02:19

a Question in discussion was what would a weekly report look like. Some companies want a lot of numbers and graphs, some want the highlights. Few read more than 2-3 pages ... ;) This is a weekly social media report to a TV station about a well known reality TV show from a few years ago. The numbers etc would be very different today but it gives you a flavour I think?

For Lenny - weekly social media report for TV show
3 pages

Please click RESOURCES to download workbook.

RESOURCES: Documents Workbooks Updated Nov 2015
8 pages

Social media courses on Facebook, social media strategy, Twitter, social media campaigns, automate, monitoring dashboards and so on. 
BONUS LECTURE: Extra Courses!
About the Instructor
Laurel Papworth
4.9 Average rating
118 Reviews
5,865 Students
5 Courses
Forbes "Top 50 Social Media Influencer" University Lecturer

I am a CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) and I also have taught a Masters of Convergent Media. My personal social media: Forbes Magazine named me in the Top 50 Social Media Influencers globally,named head of media, social media by Marketing Magazine and in the Power150 (AdAge Magazine) Media bloggers. I strive to show the theory/strategy with practical tactical tools in online community building.

Professionally, I manage Facebook Pages for Junior Masterchef, Idol, Big Brother etc. I have taught social media for businesses at University of Sydney for 10 years and I have 7,000 online students. My clients range from UNHCR and TV shows to small businesses and Women Matter (Saudi Arabia Women of Islam community).  I have a quarter of a million followers online, personally reaching around 6 million people per month through social media. I have taught around 100,000 people in the last 10 years how to build online communities, create social media content, write strategy documents, drive social media campaigns and improve their Facebook Page through FBO and earned attention. 

I personally have a quarter of a million followers online, personally reaching around 6 million people per month through social media. I have taught around 100,000 people in the last 10 years how to build online communities, create social media content, write strategy documents, drive social media campaigns and improve their Facebook Page through FBO and earned attention and have around 7,000 online students.