The Social Media Marketing course offers a very current and interesting blend of theory and hands-on application, including how to evaluate and select the most appropriate social media tools for a particular purpose, how to use them effectively and how to track and measure the success of a campaign. You will understand how to analyze and recommend the most appropriate strategy and tactics to succeed with social media in a constantly changing environment. [Course outline for Summer 2018]
Use this page to find information about assignments and due dates, plus links to all the required readings and video for each week of the course.
Assignment information and instructions
Required readings, videos, and course materials for each week of the Summer 2018 course – select the week / topic from the links below
Week 1, June 25 – June 29: The history and growth of the participative internet. Who is doing what online. How, where and why they are doing it. Building a typology of social media. The role of owned, earned, and paid media in marketing campaigns.
Week 2, July 2 – July 6: Getting found on social media: usernames, profiles, search engine optimization, hashtags. Current use of social media for marketing – the impact of algorithms and business models.
Week 3, July 9 – July 13: Current use of social media for marketing – the shift to messaging and niche services. Social listening and monitoring: methods and tools to capture interest group conversations.
Week 4, July 16 – July 20: Social media strategy and planning. Selecting the most appropriate forms of social media to meet marketing objectives. Measuring social media success. Metrics, methods, and software.
Week 5, July 23 – July 27: Creating authentic engagement and relationships. Influencer marketing. Managing negativity. The societal context of social media including consumer trust and confidence, and legal and privacy concerns.
Week 6, July 30 – August 3: Managing risk in social media. Best practices in the use of social channels by employees and the role of an organizational social media policy. The role of video, audio and images in social media. Social media and new technologies: what’s coming next?
Week 7, August 6 – August 10: Presentations