Experiential Learning of Digital Communication Initiatives for Audience Engagement and Measurement

This teaching and learning initiative adopts the experiential learning pedagogy to engage students in learning the process and skills of content creation and campaign implementation on digital social media platforms. Students worked in teams of five to seven to promote three websites, including two websites developed by the first author and a commercial website. During a five-week study schedule, students created social media content in the form of Facebook posts and short videos to promote the three websites. They employed a variety of digital activities to drive audience traffic to the websites and to enhance audience engagement. They used Google analytical tools to track audience behaviours throughout the process. Finally, they prepared an individual paper reflecting and conceptualizing what they learnt in the process. The project initiative was carried out among three consecutive cohorts of students. Challenges in implementation and students’ learning outcomes were reported.