“You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.” –David Meerman Scott, author
This course will help you figure out that last part – earning attention with something you publish for a strategic reason to a particular audience in the online universe. Participants will learn to focus their energies where branding, social media, and compelling content intersect. Through video lectures, guest lectures, and examples, I explore the fundamental definitions of these three concepts, examine how they overlap and complement each other, then consider traditional communication tools — such as audience segmentation, messaging, communication strategy, and evaluation – in this non-traditional world. Along the way, I show who’s doing it well and whose mistakes to avoid.