This course provides a comprehensive overview of the field of social media marketing. Students will gain a deep understanding of what social media marketing entails, including the various social media platforms that are available. Focus will be on best practices for creating engaging content, developing a comprehensive social media marketing strategy, and effectively managing and measuring the impact of social media campaigns. Through hands-on activities and real-world case studies, students will learn how to select the right social media platforms for their business, target their audience, and create a marketing plan that effectively meets their goals. By the end of this course, students will have the skills and knowledge necessary to develop and execute a successful social media marketing plan.
- Week 1, The Social Media Environment
- Week 2, Social Consumers
- Week 3, Network Structure and Group Influences in Social Media
- Week 4, Social Media Marketing Strategy
- Week 5, Tactical Planning and Execution
- Week 6, Social Community
- Week 7, Social Publishing
- Week 8, Social Entertainment
- Week 9, Social Commerce
- Week 10, Social Media Analytics
- Week 11, Social Media Metrics
- Week 12, The Case Study Zone
- Week 13, The Science of Infographics
- Week 14, Online Infographics
- Week 15, Infographics and SEO
- Week 16, Infographic Resumes
At the end of this course, students will be able to:
- Define social media and how does it differ from traditional media.
- Describe the elements of social identity.
- Describe how social networks are structured.
- Define the steps in social media marketing strategic planning.
- Define a social media marketing tactical plan.
- Describe how social networking communities enable user participation and sharing.
- Describe the channels of social publishing.
- Define and contrast social entertainment and branded entertainment.
- Define the relationship between social commerce and e-commerce.
- Interpret how companies utilize social media data and research to inform marketing decision.
- Analyze the metrics in a social media marketing program.
- Create targeted content (video, illustrations, photos, text-based posts)
- Explain why infographics are so popular as online content
- Design a graphic designers and/or marketing infographic resume