Social Media Marketing

social media 2

Course Syllabus

Social Media Marketing Certificate

Prerequisites: Working knowledge of computers is required. Experience and/or familiarity with
common social media platforms is recommended.

Required Materials/Texts: ISBN:
• Socialnomics: How Social Media Transforms the Way We 978-1118232651
Live and Do Business 2nd Edition
• Social Marketing to the Business Customer: Listen to Your 978-0470639337
B2B Market, Generate Major Account Leads, and Build
Client Relationships
Web access required. Lecture power point decks and additional resources will be posted to
KSU’s Moodle web site for download. Class participants may either print hard copies for class
or bring personal laptops in order to work with soft copies. KSU will not provide printed
materials for class. Wireless Internet is available in all classrooms.

Course Description: Gain the knowledge and skills to effectively use social media to market
your business. The Social Media Marketing Certificate will teach you the basics of content
creation and management for social media including blogs, podcasts, and posts. You will be
introduced to the most popular platforms such as Facebook, Twitter, YouTube, LinkedIn, and
Pinterest. Learn which platforms are the best fits for your company and metrics for measuring
your social media marketing success. This course will also address the legalities of social media,
search-engine optimization, and crowdsourcing.

Course Length:
The Social Media Marketing Certificate course is scheduled to meet on Mondays and
Wednesdays, from 6:00PM to 9:00PM for 4 weeks.

Criteria for Successful Completion:
80% attendance (7 classes) and 70% or better grade on final exam are required to receive a
Certificate of Completion and CEUs for this course.

Instructor: Tyra Burton, Department of Marketing and Professional Sales, Coles College of
Business
2
Learning Outcome(s):
Upon successful completion of this class, the learner will be able to:
• Understand the history of Social Media and recognize various platforms
• Manage Social Media within recommended guidelines and Copyright/Trademark
regulations
• Use Social Media through Content Management
• Use Search Engine Optimization (SEO) and Collaborative Marketing to effectively
market through Social Media
• Establish metrics for measuring Social Media marketing success

Assessment of Learning Outcomes: Through in-class exercises, each student will demonstrate
the ability to navigate the various platforms of Social Media and to manage Social Media
effectively.

Methodology: Lecture, class discussion, class assignments, A/V presentation, real-life
experience, classroom exercises.

Course Outline:

Session 1:
Introduction
Introduction to the class
Introduction to Social Media
What is Social Media?
How Social Media developed
Managing Information
Aggregators
Google Alerts
Blogs

Session 2:
Getting your company ready for Social Media
Content Management
Touchpoint analysis
Scheduling
Creating content
Managing content programs
Planning Worksheets

Session 3:
The Legal side of Social Media
In-house guidelines
Copyright and Trademark Implications
Blogs
Blogger
Tumblr
3
WordPress
a) Set-up
b) Services
Influencers
Who are they?
How to find them
How to use them to benefit your brand

Session 4:
Podcasting
What is it?
Where to find
How to create
a) Hardware
b) Software
Facebook
Creating groups and pages
Tips and Guides
Posts
Paid Promotion
Ads
Contests

Session 5:
Google+
Set-up and usage
Company profile
Hangouts
Authorship
SEO
What is it?
How it is determined
How to affect it
Google’s role
Organic search
YouTube
Long-form video platforms
Setting up a channel
Managing content

Session 6:
YouTube, continued
Twitter
Set-up and usage
Tips
Up and Coming Social Media
4
Session 7:
LinkedIn
Tips and Guides
Review of profiles
Pinterest
Majority female target audience
Visual social media and bookmarking
Set-up and management

Session 8:
LinkedIn, continued
Review of profiles
Collaborative Marketing & Crowdsourcing
Consumer-generated content
a) Encouraged
b) Organic
ZMOT
Guidelines
Metrics & ROI
Wrap Up