Doing Business on the Internet
Doing Business on the Internet, The Benefits on Online Marketing, Online Marketing Planning, Key Concepts in Internet Technology, Business Models on the Internet, Online Market Research.
Promoting Your Website
RSS Feeds, Public Relations Writing, Articles and Press Releases, Web Public Relations Campaign Management, Articles and Print Media, Press Release Writing, Successful Article Writing, Effective Press Releases, Media Outlets, Outsourcing, Dealing with Distribution Companies, Frequency of Press Releases and RSS Feeds.
Writing for the Web
Creative Writing for the Web, Writing for your Client, Relevant Content - Importance of, Simple versus Complex Messages, Keeping a Natural Flow to your Content, Optimising Content, Keyword Management, When to use Key Words, Ratio of Prose to Keywords, Importance of Homepage Content, Images and Art Text, Importance of Spell Checking, Using a Copywriter.
Copyright and Outsourcing
Copyright on the Web. Open source and Creative Commons. Outsourcing.
Writing Email Newsletters/ E-Shots
Email Marketing Uses. Building Email Mailing Lists. Judging Time of Day to Send Emails. Email Frequency. Subject Lines. Developing a Campaign. Email Newsletter Content.
Writing for Mobile Devices
Factors to Consider when Publishing Content for Mobile Devices. Understanding Mobile User Behaviour. ‘Pockets of Use’. Why Should We Write For Mobile Users? Writing Content for Mobile Users. Adapting Existing Content for the Web.
Writing for Younger Users
Writing for Children. How Children Use the Internet. Guidelines for Writing for Children. Age Categories. Writing for Teenagers. How Teenagers Use the Internet. Guidelines for Writing for Teens.
What is an E-book. What Should You Write About. Benefits of Writing an E-Book. Define your Audience. Define Your Platform. Writing Your E-Book. Creating Deadlines. Proofreading. Marketing your E-Book. Creating an i-Book.
News Writing Skills
Exploring news values, Determining news worthiness, News writing skills, Different news for different audiences. The 5 Ws and the inverted pyramid, KISS, Short simple sentences, Getting your introduction right, Ensure accuracy, Facts not opinions, Using quotes, Avoiding jargon, Structuring the story, Recapping past history, Conducting an interview, Telephone interviews, Email interviews, Press conferences.
Feature Articles, Opinion Columns & Reviews
What makes a good feature, Transforming research into copy, Structuring your feature, Doing it in the house style. Revise and improve. Writing opinion columns - The four categories of columns, How to write comment, Grab a topic, Gather facts, Get to the point, Structure.
Introduction to Social Media and Social Networking
Facebook, Twitter, YouTube, LinkedIn, Blogs and Blogger, Social Bookmarking, Running a Social Media Marketing Campaign, Measuring the Success of Social Media Marketing.
Social Media Transforms Business
Social Sales; Transforming the Sales Cycle; Building relationships with your customers; Using customer testimonials on your site; Building a rapport with your customers; Online customer support; Social Network Marketing; Hypertargeting; Creating specific advertising campaigns; Reaching Passive Buyers; Loyalty and Engagement; Social Networking Communities; Brand Advertising; Social Distribution; Social Ads; Viral Marketing; Challenges and Limitations; Social Innovation; Concept generation; Crowdsourcing; Collaboration and Feedback; Commercial Implementation; Continual Iteration; Social Recruiting; The use of Social Networks for recruiting; Sourcing Candidates; Active Candidates; Passive Candidates; Candidate References; Getting Referrals from Extended Networks; Targeting Specialized Networks; Employer Reputation; Keeping In Touch.
Social Media Platforms
The Facebook Platofrm. The Twitter Platform. The YouTube Platofrm. Blogs and Blogging
ONLINE PUBLIC RELATIONS
The Social Media Landscape
Blogs, Email, Twitter, Instant messaging, Message Boards, Mobile Internet , New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, Search Engines, SEO, Social Networking Service Sites, Video Sharing, VoIP, Wiki and Widgets.
The Internet as a Media
Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications, Internet Convergence, the Network Effect, Internet Information Exchange, Internet Audience Size and Exposure, Internet Culture and Communication, Transparency and the Internet.
Online PR Building Blocks
Online Communications Platforms, Online Communication Channels, Online Communication Mediums, Interactivity and Application of Communication Channels, Policy, Optimisation, Monitoring and Evaluation of Online Communications Channels, Online Communications Channels Planning and Implementation.
Social Media and PR Strategy
Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO considerations, Online PR Planning, Managing Online PR Risk and Opportunities.
Online Influences on Present PR Practices
Internet influence on News, Internet Journalists, Economics of Online News Production, Internet Critics and other influences, the PR Practitioner as an Online Publisher, Ethical Internet PR, Truthfulness and Duty of Care, Online Ethics, Debate, Guidelines and Best Practice. Monitoring and Evaluation of Social Media Discourse, Trends and Value. Policy Influences, corporate speak. Implications of Social Media for Corporate Social Responsibility.
Setting Up and Marketing Your Own Consultancy
The Business Plan, Creating a Business Plan, Executive Summary, the Business Opportunity, Marketing & Sales Strategy, Management Team & Personnel, Operations, Financial Forecasts, Presentation, Legalities, Choosing a Legal Structure, Taxes, Records and Returns, Setting Up, the Workplace, Office Equipment, Stationary Supplies, Insurance, Financing Your Business, Accounting Software, Becoming an Employer, Marketing Strategy, Knowing Your Competitors, Promotional Tools.
Preparation, Content, Structure, Delivery, Visual Aids, Management of Locations and Audiences.