Social Media Marketing

Social media represents one of the most significant changes in consumer media behavior in history, resulting in fundamental shifts in the way marketers communicate and interact with consumers. This course provides the practical knowledge and insights required to establish objectives and strategies, properly select the social media platforms to engage consumers, and monitor and measure the results of these efforts.
You will learn about the multi-disciplinary implications and how to manage a successful social media presence for your organization, as well as techniques for gaining executive and client buy-in to achieve your goals. The course will review how to use necessary tools and services for gaining valuable insights about how consumers feel about and respond to your brand, your competitors‟ brands, and your category. You will also learn how to apply and share these important insights with marketing, sales, PR, customer support and other departments and stakeholders.
This is a must-attend course for agencies and marketers where you will gain the knowledge and expertise to be able to assess your internal capabilities as well as develop and manage successful social media marketing efforts.
At completion of the course, the student should be able to:

  • Describe the social media marketing ecosystem and its impact on traditional marketing strategy
  • Review the social media marketing process
  • Review of the various social media platforms and purposes
  • Understand how to Integrate social media marketing into the Integrated Marketing Plan to promote brand/company awareness

The course will look at how marketers are integrating these tools in their overall marketing strategy and how they‟re measuring success in this brave new world. Attendees include marketing professionals, PR and advertising professionals, brand and product managers, agency creative and media directors, and small medium business owners.

Course Contents


Meeting 1

  • Course Overview – Marketing Fundamentals
  • Conversational Marketing – What’s Driving Social Media Marketing?
  • Review Final Project – Social Media Marketing Project
  • RSS Feeds and Social Bookmarking
  • Homework Assignment – Read Chapter 1 and Answer Questions


Meeting 2

  • Review Homework
  • Discuss Final Project
  • Word of Mouth and Viral Marketing
  • Friends, Fans, Followers
  • Blogs (compare to websites)
  • Personal
  • Corporate
  • Homework Assignment – Read Chapter 2 and Answer Questions; Create a Blog


Meeting 3

  • Review Homework and Blog Assignment
  • Guest Speaker
  • Twitter techniques and tactics
  • Using Twitter as a research tool
  • Homework Assignment – Read Chapter 3 and Answer Questions; Set Up Twitter Account and Profile


Meeting 4

  • Review Homework, Review Twitter Assignment
  • LinkedIn + Brand You
  • Ethics, Security, Privacy, and Policy
  • Homework Assignment – Read Chapter 4 and Answer Questions; Set Up LinkedIn Profile


Meeting 5

  • Review Homework, Review LinkedIn Assignment
  • Guest Speaker
  • Video / Photo / Audio Sharing (YouTube, Flickr, Podcasting)


Meeting 6

  • Social Networking
  • Facebook, , White Label, Color, Other
  • Facebook for Business
  • MidPoint Review


Meeting 7

  • Guest Speaker
  • Public Relations – The Social Media Release
  • Reputation Monitoring, Crises Management
  • Advertising in and with Social Media
  • Read Chapter 6 and Answer Questions
  • UCLA Extension
  • X460.398, Social Media Marketing


Meeting 8

  • Homework Review
  • Guest Speaker
  • Measuring ROI, financial, customer satisfaction, awareness
  • Coupon Sites – Groupon, Living Social, Other
  • Location Based Services – Foursquare, Other
  • Pinterest
  • Homework Assignment – Read Chapter 7 and Answer Questions


Meeting 9

  • Homework Review
  • Mobile Social
  • Social Gaming, Virtual Currency
  • MeetUps, Wikis, Alternate Realities, Forums Communities
  • Case Study Exercise


Meeting 10

  • Strategic Integration of Social Media into Marketing Plan
  • Course Review


Meeting 11

  • Final Social Media Marketing Promotion Presentations