Social Media Marketing Course Syllabus

Social Media Marketing Certificate – Fall 2020

Note: The Fall 2020 Social Media Certificate classes will be held virtually through Zoom.

Title:

LIBS 800: Professional Social Media Certificate

Course Credit:

4.9 CEUs

Course Prerequisites:

Although no academic prerequisites are required to participate in the program, an advanced level of English for non-native English speakers is required. Additionally, participants should be comfortable using at least one social media channel (Facebook, Twitter, LinkedIn, etc.). All participants should have access to an up-to-date laptop that can run Zoom for class.

Required Materials:

Shared via GoogleDrive. Please be prepared to use Google Drive (this means having a Google Gmail account and reviewing these tutorials, if necessary). 

Important Dates:

8/18/20 Class Starts

9/15/20 DUE Confirmation of Intent to Complete Social Media Campaign Portfolio

10/6/20 DUE Objectives

11/3/20 DUE Activities

11/24/20 DUE Evidence

12/1/20 Last Class

2/1/21 DEADLINE Submit Completed Portfolio

Important Links:

Class Times:

Tuesdays, 6-9:30pm, 8/18-12/1/2020.
No Class Instruction on 11/3 - Election Day. There will be an assignment for this date.
Class will be held Thanksgiving week - 11/24.
Class held Thanksgiving week, Tuesday, November 24.

Location:

Zoom

SSU Contact:

Tracey Fleming
Sonoma State University - University Advancement
Office – Working remotely, please email
Email: flemingt@sonoma.edu Office Hours - Unavailable working remotely due to COVID-19 through the end of the semester.

Faculty Members:

Kerry Rego (call me Kerry)
regok@sonoma.edu (backup k@kerryregoconsulting.com)

Course Description:

As of February 2019, 72% of US online adults use social networking sites1.Yet, even those comfortable using social media in their personal lives are often unprepared to take on professional responsibilities. This course provides professionals with the strategies and knowledge to improve their practice or explore a social media career.

Course Narrative:

The Social Media Marketing Certificate provides participants with training and experience developing a social media campaign in their industry. This program combines hands-on experience and the opportunity to learn from others. The program will yield a certificate and increased intentionality, competency, confidence, and experience not attained through individual independent content exploration.

Learning Objectives:

  • Leverage personal social media experience professionally
  • Provide a consistent identity across channels
  • Identify social media objectives by determining what matters most
  • Determine which social media channels work best as part of an overall strategy
  • Use different channels (Facebook, Twitter, LinkedIn, YouTube, Pinterest, Flickr, Instagram, Reddit, blogs, industry specific, international channels, etc.) to address objectives
  • Think strategically and adjust plans to changes in the community conversation
  • Develop a social media campaign
  • Explain the benefits of building community online for your organization
  • Understand risk management, the importance of a social media policy, and how to adopt one
  • Explore the importance of video, images, memes, & infographics across channels, how to select and create effective images and video, determine bias and managing risk with use of intellectual property and shared material
  • Use curation tools for finding, organizing and sharing content
  • Understand the value of mobile
  • Identify key performance indicators and build reports from them, analyze if an entire social media strategy is effective and demonstrate the use of tools for measurement
  • Segment and target audiences
  • Use measurement, analytics and paid options (Facebook Ads, Sponsored Tweets, LinkedIn Premium)
  • Integrate old and new media tools into an overall communications campaign and strategy

Course Modules

I The Power of Community: An Introduction to Professional Social Media

  • Leveraging your personal social media experience professionally
  • Identify your social media objectives by determining what matters most
  • Using different channels (Facebook, Twitter, LinkedIn, etc.) to address your objectives
  • Benefits of building community online for your organization or company
  • Using social media to create meaningful relationships with customers, clients and colleagues

II Social Media in the Real World: Being Strategic

  • A close look at the strategies and planning used by effective social media practitioners
  • Case studies and hands-on projects will reveal which strategies are most effective and why
  • You will design a measurable social media campaign plan that
    • Takes your online community to the next level and/or transforms a sluggish community into one that is thriving, inspiring and active
    • Creates excitement and generates momentum
    • Influences online communities
    • Builds a loyal, engaged, and committed following
    • Integrates metrics and measurement
  • Thinking strategically and adjusting your plan to changes in the community conversation
  • Risk management, the importance of a social media policy, and how to adopt

III Exploring Social Media: Essential Channels for the Professional- Possible Guest Speaker to be Confirmed

  • Considerations for development of good content for your audience
  • How your social media networking can help with your organization’s search engine optimization
  • Strategies and techniques for boosting your profiles, pages and online networks
  • Begin exploring measurement, analytics and paid options (Facebook Ads, Sponsored Tweets, LinkedIn Premium)
  • Your expertise will be “tested” when the class provides a “social media clinic” to help others with their social media questions

IV Diving Deeper: Mastering Additional Channels, Visuals, and Mobile 

Guest Speaker: Ed Troxell

  • Using your objectives, determine if there are other social media channels that would work as part of your overall strategy
  • Working with blogs, Facebook, LinkedIn, Reddit, industry specific, and international channels
  • Explore the importance of video, images, memes, & infographics across channels, how to select and create effective images and video, determining bias and managing risk with use of intellectual property and shared material
  • Working with YouTube, Pinterest, Flickr, and Instagram
  • Understanding the value of mobile
  • Mastering the channels you use
  • The best curation tools for finding, organizing and sharing content
  • Understanding how to provide a consistent identity across channels
  • Integrating old and new media tools into an overall communications campaign and strategy

V Metrics & Measurement: What to measure & why, Using the right tool for the Job

Guest Speaker Rose Souders

  • How to measure if your social media strategy is effective
  • The best tools for measuring the success of your social campaigns -- the best free and paid subscription services and dashboards to match your needs
  • Determine what to measure and why
  • Segmenting and targeting audiences
  • How to use data to make strategic decisions and how data-driven decisions can save you time and money
  • Discover how it’s not just about return on investment but — more importantly — return on influence that matters
  • Identify your key performance indicators and build reports from them
  • A closer look at paid options, especially how it relates to measurement

VI Social Media Certificate Capstone

  • Develop and deliver a complete social media campaign in your industry
  • Submit a report of what you did, what the measurable outcomes were, what you learned/would do differently
  • Individual, team and group projects will all be considered
  • Social Media Certificate Capstone due 2/1/21.

Grades

The Professional Social Media Certificate Program is graded on a CEU credit/no CEU credit basis. To receive credit and the certificate, participants are required to:

  • Participate in class
  • Participate in group projects
  • Satisfactorily complete the capstone project by February 1, 2021.
  • Attend all class sessions. If you miss the first class, you must meet with the coordinator, Tracey Fleming. If you miss two other classes, you must meet with the coordinator, Tracey Fleming.

Course/Program/University Policies:

It is the goal of the University and Department to assist students with their academic success. Policies are in place to assure all students have the opportunity to succeed and receive fair and respectful treatment. Extended Education policies and information may be found at: http://www.sonoma.edu/exed/.

Important University information such as the add/drop policy, cheating and plagiarism policy, grade appeal procedures, accommodations for students with disabilities and the diversity vision statement can be found at:
http://www.sonoma.edu/uaffairs/policies/studentinfo.shtml.

General Resources:

The Information Technology link is at: http://www.sonoma.edu/it/students/ and can be reached by phone at 707-664-HELP.


[1]Social Media Fact Sheet.(2019). Retrieved from https://www.pewresearch.org/internet/fact-sheet/social-media/