The document outlines a comprehensive course on digital communications, detailing topics like social media strategies and tactics for various sectors including government and nonprofits. It includes a grading structure based on participation, research papers, and a final project, emphasizing engagement and discussion. The course also covers critical digital communication practices and emerging trends like AI and automation.

1. D I G I TA L C O M M U N I C AT I O N
P L AT F O R M S A N D S T R AT E G I E S
G E O F F L I V I N G S T O N

2. A L I T T L E
A B O U T M E
• Top 10 PR blogger in the world 2008-9.
• Wrote three books on digital
communications, now working on fourth book
(AI).
• Built and sold a social media boutique in
2009, have served as CMO for an edtech co,
currently a consultant.
• Wrote first social polices for General
Dynamics and United Way of America.
• Raised millions for NPOs and companies
using crowdfunding.
• Have worked with dozens of Fortune 1000s
from an agency perspective.
• Also own a photography business.

3. @geoffliving on FB, IG, LI
I am not on Twitter 😲
geoff@livingstoncampaigns.com
W H E R E T O F I N D M E

4. W H AT A R E Y O U R E X P E C TAT I O N S
F O R O U R T I M E T O G E T H E R ?

5. S TA R T: O P E N D I S C U S S I O N A B O U T
D I G I TA L C O M M U N I C AT I O N S T R E N D S
O F T H E W E E K
O N E R U L E - P O L I T I C S A R E A N O - N O
U N L E S S I T S A FA C E B O O K
C A M B R I D G E A N A LY T I C A T Y P E
S T O RY. W E W I L L D I S C U S S T R U M P
D U R I N G O U R T W I T T E R C L A S S .
S H O R T Q U I C K P R E S E N TAT I O N S
M I T I G AT E D W I T H G R O U P E X E R C I S E S
P R E S E N TAT I O N S S H O U L D P R O V O K E
D I S C U S S I O N S !
B L A C K B O A R D ; C O N T I N U E T H E
C O N V E R S AT I O N , R A N D O M A R T I C L E S
C L A S S F O R M A T

6. Self assessment of digital skills and
knowledge (5%).
Research paper #1 - 20% of grade -
How a major platform became a force
for advocacy activism, or achieving org
objectives.
Research Paper #2 - 20% Topic TBD.
Final Project - In Depth case study 50%.
Class Participation and blackboard
discussion 5%.
F I V E C O M P O N E N T S T O
Y O U R G R A D E

7. Social Media and Public Relations:
Eight New Practices by Breckenridge
(all), our guest presenter for week 2.
Meerman Scott, New Rules of
Marketing & PR (Handbook,
essential chapters, 2- 4-8, 12, 14,
16,-7, 21-22). Read ch. 4 and 14 by
week 3.
Marketing 4.0 by Kotler and
Kartajaya (Ch. 4-6, 93-100).
IN ADDITION - Articles on trends
added to Blackboard. Expect
discussions on tech evolutions and
AI in digital communications.
B O O K S T O R E A D !

8. N E X T F I V E
C L A S S E S
• Week 2 - Role of digital
communications in strategic
PR (Breakenridge).
• Week 3 - Facebook.
• Week 4 - Twitter (Paper 1
due).
• Week 5 - Instagram.
• Week 6 - Pinterest,
Snapchat, and others.

9. W E E K S 7 - 1 0
• Week 7 - Digital strategies
and tactics for government
agencies (Danielle Brigida).
• Week 8 - Digital strategies
and tactics for nonprofits/
associations.
• Week 9 - Digital strategies
and tactics for corporations.
• Week 10 - Digital strategies
and tactics for agencies.

10. W E E K S 1 1 - 1 4
• Week 11 - Let the final
project begin. Group work
on final projects.
• Week 12 - In class work on
group project. OR… A
possible field trip.
• Week 13-14 - Final projects
reviews and presented.

11. Q U E S T I O N S ?

12. Social Media Assessment:
https://www.surveymonkey.com/r/BPG9WZM

13. W E L C O M E T O T H E
F I F T H E S TAT E
• Arab Spring
• #MeToo
• Grumpy Cat
• AirBnB
• And?

14. Communicating with Customers:
An End to Simplified Funnels
and Channels
• Social media - Customer
service
• Word of mouth/
influencers- Apple
HomePod
• Reviews - Free People
• In store - Best Buy, Amazon
• And?

15. Scalability, Process and
Crisis Issues Arise
• Adidas - Boston Marathon
Survivors (disaster, duh)
• Pepsi - Live for Now (politics)
• United Airlines (all the time)
• Ford Figo Crisis (rogue
agency, weekend issue)
• Do it Right - Denny’s Diner
• And?

16. Data Everywhere Leads
to Specificity
• Rise of Facebook and Google
ads in WOM (Hello, Cambridge
Analytica)
• Automation and privacy -
Target pregnancy legend
• Creep Comms - Netflix/A
Christmas Prince
• Follow me ads on mobile (and
web)
• And?

17. Data Also Leads to
Accountability
• Trend kite shows how PR is
impacting CPA
• The diminishing value of last
touch attribution
• An ability to determine which
actions to continue investing in
• Rise of innovative testing and
“Agile” practices
• And?

18. And Now We Have AI
• BMW and Lucy
• About that Cambridge
Analytica thing
• Chatbots everywhere
• Alexa, Siri, Google and
Cortana - Your new AI
channels
• And?

19. T H E R E A R E N O E X P E R T S !
S E E Y O U N E X T W E E K