Social Media Marketing

Class materials: September 6

The history and growth of the participative internet. Key concepts relating to social media. Who is doing what online.

LECTURE NOTES – WEEK 1 – History & growth of social media (PDF)

Social Media Usage Survey – a quick view of your current social media usage (anonymous))


From the first e-mail through the WELL and USENET: a pre-history of social networking (from Johnny Ryan. A History of the Internet and the Digital Future)

The History of Social Media Digital Trends, August 2014

The Friendster Autopsy: How a Social Network Dies (Robert McMillan. Wired. February 2013)

Your Network’s Structure Matters More than Its Size (Kelsey Libert, Harvard Business Review, February 2016)

Building the Next WhatsApp or Instagram: The Network Effect Playbook (Sangeet Paul Choudary. Wired. March 2014)

The Information Age to the Networked Age: Are you Network Literate? (Reid Hoffman, LinkedIn)

What is Social Network Analysis? (Duke University)

Clay Shirky’s forward-looking TED talk from 2005: Institutions vs. Collaboration


Class materials September 13

Building a typology of social media.
The role of owned, earned, and paid media in marketing campaigns.

LECTURE NOTES – WEEK 2 – Typology. Owned, earned & paid media (PDF)

Owned, earned, and paid media – In-class exercise
Social Media Typology – In-class exercise (Google Drive)
Assignment 1 – signup sheet on Google Drive will be sent via email


The difference between owned, earned, and paid media – 5 viewpoints (Dave Chaffey. June 2012)

IAB Canada presents a model in social media: PAID. OWNED. EARNED. (Infographic pdf)

Paid, Owned & Earned Media: The case of a fast-growing Indian startup (Anupama Basu, Medium January 2018)

Pay to play: the end of free social media marketing? (David Moth, The Guardian, September 2014)