The document summarizes a virtual class on raising visibility for online projects. The instructor is Susan Mernit, who will teach goals and tactics for increasing visibility through SEO, social media, partnerships and metrics. Students will work on a weekly assignment applying the lessons to their specific project or organization. Susan will provide feedback and students will work with peers. The focus of the first class was identifying problems to work on, such as low social media engagement, and how to measure progress in solving them.

1. Raising visibility, Susan Mernit
Knight Circuit Rider,
awareness and reach for Oakland Local
Editor/Publisher
your online project
Virtual Class, April 16

2. Type questions here

3. WHO IS THE INSTRUCTOR?
Susan Mernit, Linked In:
http://www.linkedin.com/in/susanmernit
Twitter: @susanmernit
Facebook: Facebook.com/susanmernit
3

4. WHAT ARE WE GOING TO LEARN:
WHAT ARE WE GOING TO LEARN:
How to set goals and tactics to raise
How to set goals and tactics to raise
visibility for your project
visibility for your project
WE WILL WORK WITH: SEO,
WE WILL WORK WITH: SEO,
syndication/partners, social media
syndication/partners, social media
tags, metrics
tags, metrics
WHAT YOU WILL GET: Support for
WHAT YOU WILL GET: Support for
building and executing strategy
building and executing strategy
4

5. How the classes will work:
•We have a weekly 1 hour class you attend weekly
•Each class offers hands-on instruction to support your plan/project
•Additional resources are posted
•There is a weekly assignment (about 1-2 hours of work)
•All assignments feed into supporting your plan & strategy
Feedback
•Susan will comment on your assignments and interact with you weekly
•You will identify peers to work with and share comments & ideas
with in the class
Logistics
•Everyone has their own forum thread—post assignments, comments
• & questions there
•Home work is due Friday; Susan will offer comments by Monday
•You can see assignments and the classes one week ahead
5

6. Let’s get started!
6

7. #1 II RIGHT NOW: Identify the problem you’ll
#1 RIGHT NOW: Identify the problem you’ll
work on during this class
work on during this class
Examples:
Examples:
••Low followers/engagement in social media
Low followers/engagement in social media
••Low web site traffic
Low web site traffic
••Poor search engine referral traffic
Poor search engine referral traffic
••Poor third-party referral traffic (aka ”No one links
Poor third-party referral traffic (aka ”No one links
to me”)
to me”)
••Need more newsletter subscribers
Need more newsletter subscribers
7

8. Discussion of issues & programs you posted
Discussion of issues & programs you posted
in response to the questionnaire
in response to the questionnaire
Issues:
Issues:
••Sameold methods are worn out
Same old methods are worn out
••Notsure what to do with social media or have to
Not sure what to do with social media or have to
assess impact
assess impact
••Needto reach more/new people
Need to reach more/new people
••Needto craft a real plan not sure what to do
Need to craft a real plan not sure what to do
8 knightdigitalmediacenter.org

9. #2 Once you have a problem identified,
how can you measure if you’re solving it?
Problem Measurement
Low followers/engagement in More followers, more
social media virality/clicks on FT, RTs on
Twitter
Low web site traffic Increased uniques,pPage views
Poor search engine referral Increase in se referral on
traffic Google Analytics
Poor third-party referral traffic Increase in third-party referral
on Google Analytics
Need more—and better-- More sign-ups, better Open
newsletter subscribers rates
Write out your problem & measurement tool & lets’ share
Write out your problem & measurement tool & lets’ share
9

10. SO, WHAT NOW?
Let’s discuss: Do you have a
problem & strategy you can impact
& measure?
What is it?
Who else in this group has a similar
one?
10 knightdigitalmediacenter.org

11. NEXT STEPS: FINALIZE YOUR PROJECT AND HOW YOU
WILL MEASURE
1. HOMEWORK Worksheet for this class (download)
2. Useful readings (pick 1-2):
•Measuring social media effectiveness, http://bit.ly/XkWVeB
•Techniques for Maximizing Impact: Listening is Power in Social
Media, http://bit.ly/11TAqfJ
•Measuring your social media effectiveness http://slidesha.re/YiiBaQ
11

12. ASSIGNMENT:
This week, you want to
a.Read 1-2 articles on measuring effectiveness
and post comments on what you’ve learned in
relation to measuring your strategy
b.Share practical questions or concerns about
building and executing a plan to increase visibility
POST RESPONSES in your forum by April 20, pls
NEXT WEEK, APRIL 23, WE WILL FOCUS IN ON USING SEO TO DRIVE
TRAFFIC AND DISCOVERABILITY
12

13. See you next Tuesday, April 23, 9 am PT
mernit@gmail.com Susan Mernit
@susanmernit Knight Circuit Rider,
Oakland Local
http://oaklandlocal.com Editor/Publisher

14. Virtual Class: Raising Visibility || Started on April 15, 2013
Virtual Class: Raising Visibility Started on April 15, 2013
14 knightdigitalmediacenter.org