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 Fall 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 Fall 2018 course – select the week / topic from the links below
Weeks 1 & 2 – September 6 & 13: The history and growth of the participative internet. Network effects, walled gardens, communities, and the social graph. Building a typology of social media. The role of owned, earned, and paid media in marketing campaigns.
Weeks 3 & 4 – September 20 & 27: 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. Current use of social media for marketing – the shift to messaging and niche services.
Weeks 5 & 6 – October 4 & 11: Paid media on social. Influencer marketing. Assignment 1 video highlights
Weeks 7 & 8 – October 18 & 25: Social listening and monitoring: methods and tools to capture interest group conversations.Social media strategy and planning. Selecting the most appropriate forms of social media to meet marketing objectives.
Weeks 9 & 10 – November 1 & 8: Measuring social media success. Metrics, methods, and software. The societal context of social media including consumer trust and confidence, and legal and privacy concerns.
Weeks 11 & 12 – November 15 & 22 : Week 11: Reading Week. Week 12: Managing risk in social media. Best practices in the use of social channels by employees and the role of an organizational social media policy. Managing negativity.
Weeks 13 & 14 – November 29 & December 6: Managing content for social media. Social media and new technologies: what’s coming next? Week 14: Presentations