LibGuides: COM603 v1: Module 3 Resources

Module 3: Required Textbook Chapters

Textbook

The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly

Scott, D. M. (2022). The new rules of marketing and PR: How to use content marketing, podcasting, social media, AI, live video, and newsjacking to reach buyers directly (8th ed.). John Wiley & Sons.

N/A

Influencer Marketing for Brands: What YouTube and Instagram Can Teach You about the Future of Digital Advertising

Levin, A. (2020). Influencer marketing for brands: What YouTube and Instagram can teach you about the future of digital advertising. Apress L.P.

Chapter 7 (pp. 119-138): By reading this chapter, you'll gain insights into effectively integrating influencer marketing into your broader strategy, focusing on defining clear marketing objectives, selecting appropriate KPIs, crafting creative campaign ideas, and budgeting wisely. You'll learn the importance of a structured approach through the Four-Step Influencer Marketing Framework to ensure influencer marketing efforts are both strategic and aligned with your overall marketing goals.

Required Article, Blog, or Website

Social Listening: Definition, Tools, and Strategies for Business Growth
Coursera. (2024). Social listening: Definition, tools, and strategies for business growth.
- By engaging with this article and video, you'll learn to use social listening to understand and leverage public opinion about your brand. Discover how to differentiate your brand, engage influencers, and improve marketing strategies by analyzing online conversations. Gain insights into selecting and using the right social listening tools to turn feedback into growth opportunities for your business.
The Ultimate Guide to Yelp for Business Owners
Emnace, H. (2023, February 3). The ultimate guide to Yelp for business owners. Fit Small Business.
- By reading this article, you will gain comprehensive insights into how Yelp can serve as a powerful tool for local businesses to enhance online visibility, attract new customers, and manage their brand reputation through effective engagement with reviews and utilization of Yelp's features.
Social Media Sentiment Analysis: Tools, Tips, and More
Newberry, C. (2022, September 29). Social media sentiment analysis: Tools, tips, and more. Hootsuite Blog.
- By reading this blog post, you will gain insights into how sentiment analysis tools can unveil the attitudes of your audience towards your brand, highlighting the pivotal role these perceptions play in shaping your brand's reputation.

Optional Resources

This is a curated list of current resources that will help you identify which metrics you should track on social media. Remember, this landscape evolves rapidly, with metrics changing quickly alongside the emergence of new platforms. Stay proactive by engaging in your own search for new metrics and platforms gaining popularity. Adaptability and continuous learning are crucial in navigating this dynamic field effectively!

Pinterest Analytics 101: Tips and Tools to Track Your Success
Beveridge, C., & Lauron, S. (2024, February 1).Pinterest analytics 101: Tips and tools to track your success. Hootsuite Blog.
- By reading this article, you will understand the key Pinterest analytics metrics that can enhance your strategy, learn how to access and interpret your Pinterest analytics for both organic and paid content, and explore tools that facilitate tracking your Pinterest success. This foundational knowledge will empower you to optimize your Pinterest presence for improved engagement, clicks, and conversions.
3 Tools to Use Instead of Facebook Analytics
Macready, H. (2023, November 27). 3 Tools to use instead of Facebook analytics [2024 Edition]. Hootsuite Blog.
- By reading this post, you will explore the essential tools and metrics for Facebook analytics in 2024, understand how to navigate the changes since the discontinuation of the official Facebook Analytics, and learn strategies to effectively analyze and improve your Facebook page's performance using alternative tools.
4 TikTok Analytics Tools That Do the Math for You
Newberry, C. (2023). 4 TikTok analytics tools that do the math for you. Hootsuite Blog.
- By reading this post, you will discover four essential TikTok analytics tools for 2024 that simplify tracking and optimizing your content strategy on the platform. Learn how to effectively use these tools to analyze key metrics, monitor trends, and enhance audience engagement for better marketing outcomes.
X (Twitter) Metrics. The Complete Guide in 2023
SocialStatus. (2023).X (Twitter) metrics. The complete guide in 2023.
- This guide explains X (Twitter) analytics, highlighting unique access to analytics for both personal and business profiles. It details tweet-level metrics like impressions and engagements and introduces tools like Social Status for comprehensive performance analysis, emphasizing X (Twitter)'s distinct approach by focusing on impressions overreach and offering insights into engagements, media views, and other profile-level metrics for a holistic understanding of Twitter's analytics capabilities.
8 Essential Instagram Metrics to Measure Performance
West, C. (2022, October 12). 8 Essential Instagram metrics to measure performance. Sprout Social.
- By reading this post, you will learn the essential Instagram metrics to measure your performance, understand why tracking these metrics is crucial for refining your marketing strategy, and discover how to access and interpret your Instagram analytics to ensure your content aligns with audience preferences and company objectives.
Google (My) Business Tutorial 2024 | a Step-By-Step Guide
Matt WPressDoctor. (2023, June 29). Google (My) Business tutorial 2024 | A step-by-step guide [Video]. YouTube.
- By watching this video, you will learn the process of adding your local business to Google, enabling you to enhance your online visibility, manage your business information on Google Maps and Search, and engage with your customers through reviews and updates effectively.