Mastery Journal - Social Media Metrics and ROI
This particular class was rather interesting, packed with a tremendous amount of information that I will be able to carry on once becoming a PR professional. My favorite assignment this month was the Final Project Pitch, also known as Public Relations Masters Capstone. Every week was something compelling to learn about.
My Final Pitch Project is about me acting as a brand manager for a local small business or non-profit organization. I chose to work alongside a non-profit because it’s all about bringing awareness to communities who aren’t so lucky to be provided with the assistance and knowledge they need to confront everyday life struggles. Operation: H.E.R provides guidance to young women which encourages them to prepare for the real world, by having job readiness and volunteer work arrangements. These are just a few activities that this organization has accomplished.
The first week, we tackled ways to utilize Google Analytics to the fullest and also the social media measurement. I took some online lessons to get very familiar with the ins and outs of Google Analytics. Using that system alone will boost the way you view your business and only help you reach a new level of success if you are able to use it correctly. Throughout this month we were taught to use Key Performance Indicators (KPI) in many of our assignments. For example, we had an assignment where we had to choose a political campaign or business strategy where social media was successfully used to beat an opponent or greatly increase market share.
Finally, my great takeaway from this course was learning about Assignment 2 - Keyword Research and SEO, where I learned the strengths and weaknesses of my website. I had to use keywords that are specific to my brand to increase traffic to my website. I was also able to view my competitors’ keywords and the ways they were successful in driving customers to their site. Based on this assignment, I was capable of creating a keyword search through google for customers to easily find.
















