This week I uploaded a set of slides that cover research for social media marketing strategies. The topic focuses on social media listening, the challenges in measuring sentiment online and the tools that marketers can use to evaluate their online communications.
There are case studies embedded in the slides and videos featuring NASCAR’s social media listening center and examining Nutella’s online visual strategy with Talkwalker. The presentation also includes two exercises that professors can use in class with students or assign at home or in an online course.
These slides are social media marketing teaching resources to accompany Social Media & Mobile Marketing Strategy from Oxford University Press. The text can be used in a stand-alone social media course or as part of a broader advertising class that includes digital media.