Digital Hub Project 2.0 & Facebook Blueprint Certifications

Digital Hub Project

Now that spring break is here and we’re already half way through the semester, we can finally kickoff our Digital Hub Project 2.0!

Each digital hub project team will soon have an agency, a WordPress website, multiple social media accounts attached and of course analytics/reporting so we can measure our success. We have also been encouraged to get a head start over break and check out some wireframes on Balsamiq to get our websites looking as professional as possible. Also don’t forget to check pilot for the requirements of the Digital Hub Project. Groups should soon start to plan group meetings outside of class and decide on the agency’s color scheme, branding and logo.

Hopefully everyone managed to get their Hubspot Inbound Certification this past week. If you passed the exam, check out the Hubspot article ‘7 Ways to Market Yourself Using the Inbound Certification’. As brought up by Jesse in class, this is some great information on what you can do with your certification to help market your personal brand and show off your knowledge base when it comes to inbound marketing.

Some things discussed in class:

One key thing we learned after reading the article from Adweek was that traffic from major publishing websites is declining tremendously. A lot of social media sites are developing innovative new ways to keep people on their site by creating more”native social content”. As social media websites take information hosting in a new direction, they are beginning to poke holes in common targeted content strategies used by reliable digital brands and organizations. In short, it’s becoming harder and harder to gain organic traffic to your webpage, and if you’re working for an information providing website and NOT a social media site, then your job likely just got a bit more challenging.

Another issue this article points out is that a majority of people are starting to get their news from just social media alone, a whopping 63% from both Facebook and Twitter. To me this seems totalitarian since sites like Twitter and Facebook are keeping people wedged within their respective environments, but there may be some benefits to this as well. The article also notes that content will likely get more exposure, but without the right call to action your webpage will apparently suffer in traffic. I feel like this article is extremely informational to the social media field, however it may not be the greatest bit of news for everyone in the digital industry. Despite this, it offers marketers a new direction when it comes to implementing effective content strategies, and in terms of staying on top of what we are studying here in advanced social media it is a very informative article.

Assignments to have completed after break:

Questions to consider:

  • How do you feel about the native social content strategies that many social media sites are beginning to implement?
    • If you are planning on having a career in the social media field, do you think it will make your job more complicated? What about for those who end up working on company websites that relies on a heavy amount of organic traffic?
    • Putting organic reach and website traffic aside, do you think companies will also notice a decrease in revenue as well?
  • Do you think publishers and brands should push more of their content directly to social networks instead?
  • What are your thoughts concerning the Digital Hub Project so far? Do you have any individual ideas for your theme yet?

18 thoughts on “Digital Hub Project v2.0 Introduction

  • February 29, 2016 at 3:38 pm
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    I think the size of an organization determines whether they should push directly to social media. I believe some organizations will benefit more from traffic back to their website, but others that generate large sums of money can do without.

    I think digital hub 2.0 is going to be a lot of work building everything from the ground up. I also believe the GOMC would have been a little less work in some aspects, but you probably knew I would say something referencing it. It will be great to use the skills we currently have combined with skills we will learn to build these websites, SoMe platforms, and campaigns from scratch. It will be interesting to see what everyone comes up with.

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    • March 7, 2016 at 9:31 pm
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      Yep, I agree with you that the size of an organization matters a lot when it comes to pushing content directly to social media. Also I agree with you that the digital hub 2.0 is going to be a lot of work, however when its all said and done I feel like it won’t be too bad. I’ve done a lot of this kind of stuff before and some of the things on the requirements sheet seem easy at first but you will soon find out that there is more work involved than just crossing something off a requirements list, but all in all I believe it will be an incredibly valuable experience. Thanks for your comment Jesse!

      Reply
  • March 2, 2016 at 12:34 am
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    As this weeks article mentioned, about 63% of Twitter and Facebook users got their news solely from social media, which I am definitely guilty of. There is the pro of a seamless experience from native social content and the con of a decrease in traffic to websites. I think businesses will definitely have to refine their content strategies. I think there is a benefit to building out native social content because of the high exposure it could bring, but I don’t feel companies should stop focusing on directing to their personal websites altogether. For companies that rely heavily on organic traffic to their sites I feel there could definitely be a decrease in revenue if they don’t take extra steps to make the link between social media and their website. I feel good about the Digital Hub 2.0 so far, there’s still a lot of work to be done but I think that building a brand and having the opportunity to play a role in designing a website will be a good chance for teams to get creative!

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    • March 7, 2016 at 9:37 pm
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      Yes haha I am guilty of that too, its almost too convenient to have your news right with your social media. And yeah I agree with you on the aspect of company revenue decreasing if they don’t change their social media tactics. The digital world seems to change every year so its important to change your strategies overtime to accommodate for the changes. Thank you for commenting Maranda!

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  • March 2, 2016 at 10:25 pm
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    Fantastic blog post, Alex. You provided a lot of helpful information. Firstly, I am not entirely sold on the native social content concept yet. The idea of pushing content to be native on social platforms rather than leading audiences back to a website could pose problems in collecting data. If native social content becomes increasingly popular, companies will find it more difficult to monetize their ROI due to a lack of analytics. I really like the way ‘Instant Articles’ look on Facebook, but I do not think I would be willing to sacrifice the data for higher engagement and visually appealing formats. Companies should continue to heavily share their content on socials with the intent of drawing audiences back to their website until native social content overtakes the landscape; they should capitalize on the data collection possibilities for as long as possible.

    Additionally, I feel great about the Digital Hub Project 2.0 so far. Our team has already played around with a few ideas for the color scheme, logo, tagline, etc. I plan on taking a close look at Balsamiq tomorrow so that our group can get a better idea for the vision of our site. I also plan to browse the free WordPress themes over the next few days in order for us to get a head start on the process. The project is going to be a ton of work, especially because we are building out the brand from scratch. I think our team is ready to take on the challenge!

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    • March 7, 2016 at 10:04 pm
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      Thanks for your comment Eli! I totally agree with you that companies shouldn’t have to sacrifice valuable data just for greater social media engagement. I think companies need to continue to share their data on social media with the intent to lead audiences back to the website, and I hope this facet doesn’t change in the future. Data collection is crucial to maintaining any business of any size, but this certainly is a game changer and something to keep in mind if your working in this field. I think companies should always observe others companies decisions when it comes to their marketing tactics and make a justifiable solution based on the successes and failures of other companies who decided to change things up. You have great insight Eli! I’m also excited to work with you on this digital hub project. I feel like we already have a good direction for this how project is going to turn out and I feel like it will be a great success, hopefully one good enough to toss on our resumes! Thanks for your comment!

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  • March 2, 2016 at 11:18 pm
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    I have to admit, it wasn’t until recently that I started really zeroing in on working in social media as a field. Thing is, it seems that many career fields in communication will at some point direct back to social media. Organic traffic on a website is important but so are the social media channels. I think that every business should have some sort of social media channel, even if it’s just closed group on Facebook to act as a more private bulletin board.
    With channels, it all depends on your business, business size and the location. Chances are, a small diner in the middle of Iowa isn’t going to have a Twitter or Pinterest versus a specialty market in New York that hosts cooking classes and wine tastings. If the company warrants a certain social media channel, the updates can be pushed there but relevant content still needs to be on the website. Many people will first look up a business and then see the embedded social media on the sidebar.
    I think the Digital Hub Project 2.0 will give us a chance to design and market our own ideas in a team setting. Any work we accomplish on this project will be great for the interviewing process or even sharing on our own LinkedIn (if we’re able to).
    No clear ideas on the theme yet, but we are trying for something fresh I think. Nothing too minimalist or chic, yet clear to understand.

    Reply
    • March 7, 2016 at 10:18 pm
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      That’s great that you noticed how all almost all communication jobs tie back to social media in some way shape or form. This is something that I have noticed too. It seems to become more and more important as the years tick by. And yes I agree that all businesses should have some aspect of social media promotion going on. I think all forms of digital content should have some kind of link back to website. These are what you call backlinks and the more you have the better, assuming that they are all quality links and not regarded as spam. And yeah I totally agree about the digital hub project becoming something that we can brag about later, either in an interview, on our resumes or both. I think its a great experience to market our own ideas in a classroom setting where its okay to make some mistakes and learn everything the best way possible: hands on. Thanks for your insight Olivia!

      Reply
  • March 3, 2016 at 12:15 pm
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    Nice post on the project! It is going to be interesting to see how each group goes about the process of doing the actual work. I think that it will be a lot of work but I do believe it will lean more towards tedious than difficult. This is also interesting to me because it allows us to do some hands-on kind of stuff to see what exactly works and what doesn’t. Looking forward to working with my group.

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    • March 7, 2016 at 10:22 pm
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      Thanks for your comment Dan! I have to side with you on the fact that this work isn’t really hard or unclear, its just tedious. (like school in general, not really hard, just annoying haha) I feel it will be a decent amount of work, however still valuable and totally worth doing. Thanks for your input!

      Reply
  • March 7, 2016 at 12:41 pm
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    Excellent blog Alex! From the perspective of a SoMe user, these new strategies from Facebook and Twitter make my user experience more enjoyable because it allows me to read articles without having to leave the SoMe site. However, I feel bad for businesses trying to their push content out because it’s preventing them from attracting people to their websites.

    I’m really excited for the Digital Hub 2.0! Team ‘That’s So Digital’ is ready to change the digital landscape with our project. I think my team has a variety of skills that we each bring to the table, so I am looking forward to working with everyone. It’ll be a great deal of work, but the experience we’ll gain from this project will be so valuable to us in the future.

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    • March 8, 2016 at 12:02 am
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      Thanks for your comment Bruce! Yes the new changes make things much more convenient haha, I agree . And good luck to you and your team That’s So Digital, I’m sure the experience we all get from this will be more than beneficial. And I like your groups name btw! That’s so clever XD

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  • March 8, 2016 at 10:30 pm
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    This is a fabulous blog! I am impressed with the layout, as well as the questions. I do not think that companies revenues will diminish, however they will have to evolve their strategies as the trends change. I was at the Summit Up social media conference today and I heard a speaker talk about publishers content becoming less relevant, as well as brand stuff. Organic content is on the rise. I just think brands will need to be more innovative. Brands will need to distinguish the embodying ideal of their product to compete. Personally I think this is a better strategy anyway.

    I also heard more than one speaker regurgitate the Hubspot Inbound Strategy over and over, with each speaker putting a slightly different twist on it and all claiming it as their edge.

    I’m glad we did this certification first, and I do hope to incorporate some of this in our project. Alex you’ve done a great job!!

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    • March 9, 2016 at 4:18 pm
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      Thanks for your compliment Denny!I totally agree with you on the aspect that companies revenue won’t change, they will just have to re-adjust their strategies and make the effort to only push organic content out there. You got some good insight at that social media summit, very informative. Thanks for your comment, I’m excited to be working with you on this upcoming digital hub project!

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  • March 9, 2016 at 11:50 am
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    I completely agree with Bruce. As a user, I’m all for these new strategies of native social content. If a basketball game is being played and something insane happens, it’s much easier to go to Twitter and see a short clip or a gif of it than it is to be linked to someone’s website and read an article about it. So for that reason, I’m all for it.

    But as someone trying to get into the social media field, it does pose the problem of measurement. Sure, on Twitter and Facebook you can see how many views and interactions each post got, but it doesn’t give you nearly the depth of information that Google Analytics would on your actual website. Sure, you can show that a tweet had a high amount of interactions, but it can be hard to quantify just how or if it really helped you in a concrete way.

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    • March 9, 2016 at 4:23 pm
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      Totally agree. The idea of keeping content on social media is nice, as it is very convenient for the user. However it makes our jobs a bit trickier, and obviously more time will need to be put into the content that we as creators are pushing out. Maybe one day Facebook and Twitter will have improved their post analytics to simulate Google Analytics a bit better. Maybe then this won’t be such a hassle and we won’t have to sacrifice valuable data so much, we wil just get it from a secondary source. Thanks for your comment Blake!

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  • March 9, 2016 at 11:28 pm
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    Great post and summary, Alex! I agree with Bruce that the new strategies from Facebook and Twitter make for a simpler user experience by allowing articles to be read without having to leave the SoMe site. But it is not very beneficial for the websites publishing their content because it’s hard to track or direct viewers back to their site. That could ultimately decrease revenue if people are not going to their site to see what they have to offer and cannot explore more about the company. However, I do think that if a viewer is really interested in something from a site, they could Google it or search that way–it just requires more work.

    As for the hub, I am sort of dreading all the extra outside-of-class time we’ll have to put into it, but I feel that way about all group projects. I am confident that my group already has a start on a few things and I know we can do well if we just make the time for it. Go DigiDocMedia!

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  • March 10, 2016 at 1:53 pm
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    The native social content strategies idea isn’t to bad in my opinion. I feel that social media channels are just as important as a website especially for larger businesses. Organic traffic to a website is very important for small businesses but it can also be beneficial to focus on SoMe channels for engagement with the customers they do have.

    It will probably be a little more complicated and demand more strategizing because you aren’t just pushing traffic to one central hub but to multiple platforms which will be difficult for measurement.

    I’m pretty excited for the Digital Hub Project so far I know it requires a lot of commitment so I need to definitely prepare myself for that. I’ve been thinking about a couple themes for our site but not too much so I am eager to know what my team is thinking about.

    Reply

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