Category Archives: Administrative

Key Dates for the Next Few Weeks

Week 8 (This Week):

October 15: Review Content Curation Readings, Introduce Content Curation Assignment as Option for Podcast Project; Revisit Social Profile Assignment

October 17: Turn in topic and audience for Content Curation Assignment.

Week 9 (Next Week):

Monday, October 20: First Draft of Presentations of Social Profiles Due: Peer Feedback in Class

Friday, October 24: Completed Social Profiles Due

Week 11 (Week After Homecoming):

Wednesday, November 5: Turn in: Curated Content Assignment OR Podcast Episode and Supporting Documentation (submit as defined in the assignment guides).


Readings: Week 7

Your Readings and Homework for the Week of October, 6, 8, 10. Please finish these before Friday’s class.

Storify: Last Friday I asked you to set up a free account with Storify. If you have not done this, you need to get it set up. It’s simple. You just connect with your Twitter account. Please set up a free account and create one page on a topic of interest to you. Save the other 4 pages for later.


The Busy Person’s Guide to Content Curation

Content Curation: 5 Ways to Succeed, Eventually

26 Free (or Free to Try) Content Curation Tools

Homework for Week 6

Now that recruitment is over and you’ve had a couple of days to get caught up on your other classes:

It’s time to resume your SMP readings and resource-engagement.

This week, in lieu of any additional readings, you should listen to two podcast episodes between now and Monday, October 6:

Mastering Social Business

Listen to this one first.

This episode provides lots of useful information about Twitter AND it demonstrates how two independent social media marketing professionals are using the podcast to build their small consulting businesses.

Episode: The Secret Twitter Tips That Will Boost Your Engagement

Social Pros Podcast

This one is more about how/why to use podcasting, regardless of your line of business. And it also goes deeper into what it takes to make podcasting a successful form of content marketing for business marketing.

You can stop at the 30 minute point. You don’t have to listen to the entire episode.

Episode: Is Podcasting the Most Underrated Content Marketing Tactic?

You can stream or download the podcast mp3 file here:

You can also access this podcast via iTunes here:

You want to download the episode for July 18, 2014. Again, it’s OK to just listen to the first 30 minutes.

Readings, etc. for Week 5: Instagram

No class Monday, 9/22. That gives you time for these and catch up on anything you’re behind on so far.

Instagram Readings & More

Instagram by the Numbers

Why Every Brand Should Be On Instagram

How the Most Successful Brands Dominate Instagram

Hyperlapse: Top 10 Global Brand Videos So Far

Instagram for Business: Tools and Tips

Communicating a Brand’s Unique Point of View with Hyperlapse


Browse this app to find out how it can help brands more effectively use Instagram for marketing.

SKIM >>> Announcing a new suite of tools for brands on Instagram:

How Now This is News is changing the game on Instagram

Recent Instagram Updates That You May Have Missed!bI0wr6

5 Marketing Lessons from the Fastest Growing Businesses on Instagram

FOR FUN >>>  The Instagram Like Predictor

Twitter Assignment: September 17

In-Class Twitter Activity                                          

30 points in the Attendance & General Participation Category

Write 2 tweets related to Samford JMC homecoming and/or suitable for use by Samford JMC recruiting.

  • Audience for JMC Homecoming can be current JMC students OR JMC alumni.
  • Audience for JMC recruiting could be for someone who is a high school junior or senior OR an undeclared major.


If you aren’t a JMC major, write 2 tweets about why someone should come to school at Samford.

If you have an existing business, you can write 2 tweets suitable for promoting your business.


Maximum of 100 characters

This allows room for later adding links, photos, or hashtags.

Type into a Twitter compose tweet box (but don’t send it). Screen shot the draft to show the length. Upload your screen shots to class blog on WordPress by placing the screen shot image into your blog post. Once I grade these, I’ll “unpublish” them.

Also type out your tweets in the blog post so I can copy and paste into a spreadsheet for future use.

It took me less than 10 minutes to do the screen shots and publish into a blog post.


I’ll grade on a combination of length + quality. It must be a tweet that Jackie Long can actually use and send out.

My sample tweets:

Here I’m typing a tweet to recruit someone to attend Samford JMC homecoming. Goal is 100 characters.

Demonstrating how to do today’s write a tweet activity. You write a tweet that promotes homecoming.

TwitterExample  Screenshot_2014-09-17-11-16-51

Case Study #1 By Elizabeth Bacon


Name of the Business:

Southern Living, specifically “The Daily South” Blog –

Slogan- “Your hub for Southern Culture”

Southern Living is a widely read lifestyle magazine. The website hosts several publications such as Health, Coastal Living, and Real Simple, etc.


Their target audience in the Southern United states region who are interested in recipes, house plans, interior decorating, gardens, traveling, and all things southern culture related. The most targeted age group is typically home owners and families.

This blog does a fantastic job engaging this audience while giving variety of content to keep them coming back for new, relevant information.

Fun fact: the headquarters for Southern Living is here in Birmingham, AL.

Content of the Blog:

The content of the blog is mostly written information with an appropriate amount of eye-catching pictures. The photography seems to be unique and original, not stock photos. Sometimes there are videos and recipes. The Daily South does a great job linking to others websites or info they are highlighting without taking you away from their blog (it opens in a new tab).

At the end of each post, they have a “You May Also Like” posts that display 3 other blog posts that are related. The is great tool to keep the readers looking around their site.

They also have social media plug ins at the bottom of each post, which makes it easy for the reader to share the article. This includes Facebook, twitter, Pinterest, and email.

The blog is easy to navigate. On the right there is 5 most popular posts. Also, to cater to more specific audience, there is a “Featured Blog” section which highlights general topics you might be interested in. This is similar to categories:

  1. The Grumpy Gardener
  2. From the Test Kitchen
  3. Dixie Chic
  4. Southern Snapshot
  5. Fashion & Beauty
  6. Biscuits & Jam
  7. Southern Weddings

How often the blog is updated:

The company consistently blogs every day, sometimes even more. For example on September 8th they blogged 3 times in one day!

Story Telling and Marketing:

The Daily South does a great job expressing their knowledge and passion for all things Southern by using both Content Marketing and brand storytelling. They are communicating with the customers and prospects without selling. They deliver information to the audience which makes them a better “southerner.” The content curation is spot on with relevant articles yet unique flavors.

For example, they use the Content Marketing to promote one of the publications “Southern Weddings.” The Southern Wedding blog section beautifully displays pictures and ideas, leaving the audience wanting more. The goal is to attract them to the magazine. At the top left of the blog there is an easy access for “call to action” by subscribing to the magazine!

With Brand Journalism, this blog uses a variety of subjects, different topics, different messages, that merge together to create dynamic, timely, interesting, relevant and coherent brand storytelling experience. It entices the audiences to the website with the blog posts.

Overall, The Daily South blog is used as a great tool to engage and inform the targeted audience, rather than just selling the magazine. It is the perfect example of creative and effective marketing.

Case Study #1 by Allie Haywood


Name of business:

Voyager Outward Bound School

Voyager Outward Bound School is a non-profit educational organization focused on experience-based outdoor leadership programs across the United States.

Outward bound courses are aimed at developing the student’s character, self discovery, gaining leadership skills, and service effort. VOBS is focused on helping the student discover more about themselves and helping them realize they have more to offer than they thought.

Target audience:

VOBS target audience is a variety of audiences. While they are focused on helping students better themselves they also offer programs for adults, families, schools, educators, and veterans. They offer a variety of programs to fit the interest of the many different types of people they come in contact with.

They are really focused on teens and adults who love the outdoors and want to be pushed to do more and experience more than they have ever before.

Content of the blog:

The content on their blog contains a variety of posts, ranging from personal stories from instructors and counselors to tips dealing with outdoor adventure scenarios. They have post that allow readers to see how instructors feel while going through and leading these outdoor programs and what a typical day might look like.

They share pictures of students and instructors going through the programs as well as some of the beautiful scenery you might experience while going through a program.

VOBS also posts about what students can expect should they choose to partake in one of their many programs and provide a small glimpse into all they will leave the program with. These posts can range from going home with leadership skills, a better idea of who you are and what you can do, and memories from the adventure.

Many instructors and program directors will provide their tips and tricks for getting through their outdoor adventure programs. These posts can be about tips for kayaking or even cooking while outdoors.

With a wide variety of programs offered to teens and adults VOBS uses their blog to advertise these different programs. This gives a small glimpse into what each one may be like and allows the participants to see firsthand what they could experience.

How often is the blog updated:

While they are not consistent with their posting, on average their blog is posted on around 3 to 4 times a month. Sometimes this could be within a few days of each other, while other times they might go a few weeks without posting. 

The story being told:

Voyager Outward Bound School is focused on helping students and adults alike better themselves by giving them the opportunity to partake in outdoor adventures that require them to push themselves, become leaders, and work through hardships.

This blog tells a story of a non-profit organization who wants to influence students and adults in a positive way by allowing them to see the full potential they have to offer. By reading through the blog posts you can really see the passion that each instructor possesses and their desire to help the participants achieve and surpass the goals they set before beginning their adventure.

By featuring posts from people who have had firsthand experiences of going through on of VOBS adventure programs they are adding another level to their story. These posts allow potential participants to see positive experiences and read stories of how people have improved themselves by going through a program.

They effectively tell their story by using content marketing and brand journalism. They discuss the different programs that are offered throughout the year and stories from these programs. They provide helpful content such as smart tips and tricks of how to thrive in outdoor situations.


Case Study #1 by Mary Varnell


Name of the Business:

Turkey Hill Ice Cream

Turkey Hill Dairy is an ice cream company that sells ice cream, frozen desserts and drinks.


Their audience is mostly people of Pennsylvania, specifically ice cream lovers in Lancaster County. Their audience can also be narrowed down to three other specific places: New York, Pittsburgh and Philadelphia. This is because they have specific ice cream flavors and containers for these cities’ sports teams: the Yankees, the Steelers and the Phillies.

Content of the Blog:

The blog’s content includes a wide variety of things ranging from news, history, ice cream flavors, merchandise and more. They give information on things going on in the food world, especially with ice cream. Turkey Hill comes out with new flavors, so they share these flavors and keep their fans updated on them, as well as updates on their other food items.

They share videos, such as the policemen in California giving out ice cream rather than tickets and have prizes and competitions for their audience to win. One fan was able to win a lifetime supply of ice cream!

Turkey Hill has their own merchandise, including t-shirts, hats, bags, footballs, pens and household goods, so these things are advertised and up for sale on the blog as well.

Turkey Hill Dairy also hosts events throughout the year, giving information on these events through the blog. Some of these events include summer ice cream parties and ice cream socials. The staff from Turkey Hill sometimes gives “behind the scenes” sneak peeks of them at work and doing other fun things.

How often the blog is updated:

They are consistent with their updates, posting about every 3-4 days.

Story told through the blog:

This city prides themselves in homegrown meals, with ingredients that are top notch; Turkey Hill Dairy also provides freshly baked cakes, pies and cookies from their fresh ingredients.

This blog tells a story of the company, showing their passion and excitement about ice cream and their company as a whole. I believe Turkey Hill’s blog is effective in both brand journalism and content marketing.

In the brand journalism aspect, they tell a story of their company and prove their passion and excitement for the company and their ice cream. Turkey Hill Dairy takes pride in their wholesome, made from scratch ingredients. This carries out into how they advertise their ice cream and other products, believing that they serve the best desserts around.

The company shares their passion through information on ice cream, news and exciting new flavors that the company is producing. They show their employees’ passion through their videos and “behind the scenes” sneak peeks. Passion and pride go into this company and they tell this story well through their blog.

They tell their story by using content marketing, incorporating their products and merchandise. One example of this is they have a recipe contest, seeking out the most creative recipe the audience can come up with by using Turkey Hill ice cream as one of the ingredients.

They feature different items, such as the ice cream-filled doughnut; this is a new food item coming out into the market, and they are featuring it to prove their love for ice cream.

The blog uses content marketing to tell their story also through the clothes they sell. A t-shirt saying, “you can’t buy happiness but you can buy ice cream, and that’s pretty much the same thing,” is a great way to show their enthusiasm, excitement and passion for ice cream.

With their contests and surveys, they are getting their customers involved, keeping then up-to-date and allowing them to grow passionate and excited about Turkey Hill and its products.

Lastly, they do this through items that make enjoying their products easier, such as ice cream scoopers, ice cream bowls or their handy “no-mess frozen treat holders.” All of these items enable their customers to enjoy their ice cream more.

Other Marketing Efforts:

They creatively open up opportunities for conversions to win their audience over through their blog.
Turkey Hill promotes their social channels on their blog as well: Facebook, Twitter, Pinterest, Google Plus, Tumblr and more. Having these options on the side of the blog are very effective in getting simple conversions, such as a like, a new follower or a pin on a Pinterest board. This blog is effective and I believe it is successful to the company’s branding, marketing and company as a whole.


Monday Scavenger Hunt: In-Class Activity

Find examples of the following types of content being used by brands (B2B or B2C or nonprofits, doesn’t matter which) to provide helpful information to customers and/or to tell the brand story. Using Google will be the fastest, probably, but you can also just visit brand websites and social pages to find some of these examples. 

Leave your answers as a comment below and be prepared to share in class today (Monday, September 8, 2014) at 12:25 p.m. If you can’t leave a comment for some reason, you can copy and paste your link into a document and bring it to class.

You’re looking for branded content.

Video (Can be YouTube or other)

Slide deck (Go to Slideshare if you can’t find one through Google)


White Paper (this will mostly likely be B2B)


Online magazine (or article that tells story about history of the brand)


How-To Guide or Quick Tip related to the product

How To Guide or Quick Tip related to the general activity the customer would be interested in (but not specific about the product or service itself).

Recipe that tells you how to use the product

Photo with a quote