Monthly Archives: February 2013

Class 12: Focusing Audiences

Great discussion today about technical and tactical questions with WordPress, Twitter and focusing your message to a key audience.

Many of you had audiences that were too broad, so we discussed how to narrow down your audience.  We did an in-class example of someone interested in working in the fitness arena. We compared the Dustin Maher audience with the Monkey Bar Gym audience.  We noted how each site catered their content to their audiences.  Don’t be afraid to narrowcast.  I am more concerned about you having audiences that are too broad.

We did an in class persona exercise trying to narrow down our target markets.  in you can read more about personas here.

Your homework is to:

  • Work on refining your audiences and make sure your blog post titles speak to them.
  • Continue your Twitter outreach.
  • Work on post #5 and #6
  • Review your about page. Is there anything you want to change? Next class we will review our “about” pages as well as dig into Twitter more.
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Posted by on February 28, 2013 in Assignments, Homework


Homework Class 11

Write short update paper on your current progress. How are you progressing with making industry connections on Twitter and commenting on blogs When you “Google” yourself, are you getting better results? What are you struggling with? Where are you succeeding? Finish the Tao Get active on Twitter

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Posted by on February 26, 2013 in Assignments, Homework, Logistics


Class 10: Joe Pulizzi Talks Content Marketing, Blogging LinkedIn, SlideShare and More (and Homework)

What a great guest we had today in LSC 432. Joe Pulizzi brought is A+ game for sure. Here is the interview with the founder of the Content Marketing Institute.

What are your key takeaways?
I’ll be reviewing the interview and putting my key takeaways on my business site later this week.


  1. Write a response paper OR blog post about what you learned from Joe and how you can apply it to your topic area.
  2. Write posts 3 and 4.
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Posted by on February 21, 2013 in Assignments, Homework


Class Notes from Today

Here is the homework due Thursday:

Complete your Strategy Doc. Remember this is a professional document so make it polished. Here are the recommended sections

  • SECTION 1: Cover Page. Include your Name, Blog Title and Address and Your Social Media Accounts (list them out with addresses)
  • SECTION 2: Purpose and Goals (take from Minute #1)
  • SECTION 3: Primary Audience (Minutes #2 and #3)
  • SECTION 4: Secondary Audience (Minutes #2 and #3)
  • SECTION 5: Key Accounts/Sites You’ll Target (why you will follow them and how you will connect with them such as Twitter, commenting on their blogs, etc.
  • SECTION 6: Blog Topics (Minute #4)
  • SECTION 6: Social Media Tools and Usage (which tools you plan on using and how often you plan on using them)


Tweet questions for Joe Pulizzi @juntajoe and check out the Content Marketing Institute. Start paying attention to how social media and the website integrate for targeted connections.

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Posted by on February 19, 2013 in Assignments, Homework


Class 8: Notes from Today

Great discussion today about what we’ve learned so far from Stanford Smith, Erin Podolak and Mark Schaefer. They are three amazing people who have a lot to teach us and I’m impressed by what you all have learned from them.

Also, we had a excellent discussion in my group about our projects. Remember that your peer teams are excellent sounding boards for advice, blog topics, comments and interviews. If we support one another, I guarantee you that you will be amazed at what you each accomplish this semester and what you collectively accomplish.

Please let me know how things went in your group.


  1. Write your first two blog posts (or next two if you’ve already written them). Remember, each extra blog post your write beyond 20 will count as extra credit.
  2. Read Tao of Twitter Chapters 9 -14 (pages 81 – 132 for those who have the book). I forgot to mention this in class
  3. Please email me which group you were in today. Mine, Leona’s, Nate’s or Alex’s. You will be working with your support teams for the remainder of the semester.
  4. Finalize your list of groups you will be following. Next week you will be turning all the exercises from Stanford Smith and your key accounts to follow in a booklet similar to the one I handed out last week (Flavorfull Strategy Doc).


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Posted by on February 14, 2013 in Assignments, Homework


Class 7: Mark Schaefer Talks Twitter

Here is the interview with Mark Schaefer from yesterday. Read page 49-80 of the Tao of Twitter as well as the chapter on Twitter chats.

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Posted by on February 14, 2013 in Assignments, Homework


Changes to the Class Schedule for this Week

As I mentioned in class last Thursday, Mark Schaefer will be joining us in class on Tuesday, February 12 rather than Thursday February 14th. Therefore, we will flip our days for this week.

Please make sure to have questions ready for Mark on Tuesday as I will be calling on people to ask there most pressing questions. See you Tuesday for an outstanding guest lecturer.

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Posted by on February 11, 2013 in Logistics, Upcoming classes


Class 6: Twitter Intro by Alex Kowlasky

Today was our jumping into the deep end with Twitter. Thanks so much to Alex Kowalsky for a fantastic introduction. I loved seeing how he handles working on such a large account. He recommended using Tweetdeck which is a great tool. Hootsuite is my weapon of choice. Both are excellent tools.

For homework,

  • Post about your topic on your blog. Why do you care about it? Who do you want to help? How are you adding value? Tweet the address of your blog using the class #lsc432. Select an appropriate theme.
  • We are holding off on #blogchat until next Sunday night. The plan is to attend #blogchat next Sunday night. Attendance will be taken.
  • Begin reading “Tao of Twittter p1-48
  • Tweet any questions you have to @markwschafer
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Posted by on February 11, 2013 in Assignments, Homework


Class 5: SpreeCast with Erin Podolak on Starting Strong

Today we will interview Erin Podolak via Spreecast about how to get started with developing your digital footprint in an effective way. Erin was in 432 last Spring and has done some amazing things in the last 12 months. She shares not only her story, but also her tips and advice on what you can do to make strategic connections in your field.

Regarding homework, here is what’s one the plate for Thursday.

  • Tweet your best tips from Erin and write a short paper (>1 page) that includes your “ahas” and key takes aways from the interview.
  • Start Stakeholder Stalk: Research and list out at least 10 key accounts to connect with a brief description explaining why they are valuable to you and your goals. Consider how you will connect with them. Will you start following them on Twitter? Commenting on their blogs? Connecting via LinkedIn?
  • Copyblogger Read this article from Copyblogger about headline writing. We’ll be discussing more on headlines later on
    Read This article from Erin on how to overcome the blank page
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Posted by on February 5, 2013 in Assignments, Homework, Logistics


7 Reasons Every Job Seeker Should Blog

Mark Schaefer one of Forbes Magazine’s Top 50 will be joining us in a couple of weeks (February 12, not Feb 14 the syllabus indicates). to talk about his book Tao of Twitter (the #1 selling Twitter book in the world) and how to use Twitter effectively. We might also chat about his award-winning book, The Return on Influence to talk about Klout, Kred and PeerIndex.

While Mark is a great teacher and super knowledgeable in those to areas, he also knows a thing or two about blogging. As a matter of fact, he runs one of the most popular social media and digital marketing blogs in the world.

Last year, he wrote a fantastic post the 7 reasons EVER job seeker should be blogging. Read the rest of this entry »

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Posted by on February 3, 2013 in Assignments, Highly Recommended, Must Reads