mmc 6730 social media management - uf college of ...€¦ · with the most engaging and profitable...

MMC6730SocialMediaManagementFallSemester2017

InstructorJaredPreusz,[email protected]:801-828-6462(Callortext)LinkedIn|Twitter

ContactPleaseusemyUFemail–jpreusz@jou.ufl.edu-tocontactme.Iwillrespondtoallemailswithin24hours.Pleasefeelfreetocallmycellincasesofemergencies.OfficeHours:Youmaycontactmeatanytimewithquestionsviaanyofthemeanslistedabove.Iwillmakeeveryeffortpossibletomeetwithyouatthemostconvenienttime,whetherthatbeduringtheeveningsorevenonweekends.Pleaseallowupto24hoursforemailreplies.InstructorBio:JaredPreuszisaWebContentManagerataFlorida-baseddigitalmarketingagency,DigitalMediaSolutions.Hehasworkedasanonlinecontentmarketingprofessional,socialmediamanager,andconsultantformultiplehigh-profileorganizationsincludingPCMag,YoungLivingEssentialOils,FOX,MassageGreenSpa,andUtahBusinessmagazine.HecurrentlylivesinSaltLakeCitywithhiswife,Janel,and3-year-oldson,Tommy.HeandhiswifeareexpectingababygirlinAugust.HehasalsobeenteachingMMC6936AdvancedMetricsinSocialMediaattheUniversityofFloridawithProfessorAllisonCasssinceJanuary2017.

CourseWebsiteandLoginYourcourseisonCanvas(UFe-Learning).Gotohttp://elearning.ufl.edu/.Clickthebluee-Learningbutton.LoginwithyourGatorLinkaccount.YourcoursewillbeintheCoursesmenuontheleftnavigation.YoumighthavetoclickAllCoursesatthebottomdependingonhowmanycoursesyouhavetakenatUF.ContactUFHelpdeskhttp://helpdesk.ufl.edu/(352)392-HELP(4357)ifyouhaveanytroublewithaccessingyourcourse.

CourseDescription:Thiscourseteachesstudentstousesocialmediastrategicallytocreatevalueforaclientororganization.Anemphasisisplacedonstrategiccollaboration,tacticalexecution,andmeasurementofsocialmediaefforts.Studentswilllearnbydoinginassignmentsfocusingonsocialmediastrategyandtactics,contentplanningandcreation,paidsocial,managementandmeasurementtools,andcrisismanagement.Thecoursewillcoverblogs,Facebook,Twitter,Instagram,Pinterest,LinkedIn,Snapchat,andanarrayofnichesocialmediaplatforms.

CourseObjectives:Bytheendofthiscourse,studentswill:

● Identifythecomponentsofastrategicsocialmediacampaignandeffectivelydeveloponethatcreatesvalueforanyorganization

● CreateengagingcontentforFacebook,Twitter,Instagram,LinkedIn,Pinterest,YouTube,Snapchat,andadditionalnichesocialmediachannels

● Manageapaidsocialmediabudgetandallocatefundsforallsocialmediamanagementoperations,includingcontent,design,andavarietyofotherfunctions

● CreateFacebookadsthatwillhelpanorganizationachieveitsgoalsandobjectives● Evaluatewhichsocialmediaplatformsarethemosteffectiveforaselectedbrand● Identifyandmanagetoolstocreatecontentandmeasuretheperformanceofsocialmedia● Assessthecriticalissuessocialmediamanagersfaceandhowtohandlecrises

CourseExpectations:Thiscoursewillgiveyouarealworldexperienceofthejobofasocialmediamanager.Youwillcompleteseveralweeklyassignmentsthatresembletypicaltasksofthisrole,includingasocialmediastrategyandtacticalplan,aneditorialcalendar,socialmediaposts,Facebookads,andmuchmore.Inadditiontotheseassignments,youwillneedtowatchalectureandacompleteasetofreadingseachweek.Youwillhaveaquizordiscussionposteachweekthatwillrequireyoutoapplythethingsyoulearnedfromthelectureandreadings.

TherewillbeaSimulationProjectaswellasaFinalProjectinthecourse.TheSimulationProjectwillbeasimulationprogramwhereyouwillmanagepaidandorganicsocialmediaforafictitiousbagcompany,BuhiBags.Youwillbewritingandpublishingsocialmediacontentandplacingsocialmediaadsusingasetbudgetforsixdifferentsimulations.YouwillbecompetingwithyourclassmatestoprovideBuhiBagswiththemostengagingandprofitablesocialmediapresence.

ForyourFinalProject,youwillpresentasocialmediacampaignpitchtothecourseinstructor,whowillactasaclientofyourchoice.Thegoalofthepresentationistowinoverthe“client”sotheywillhireyoutoconductyoursocialmediacampaign.Thecampaignyoupresentwillneedtobecreative,engaging,andincorporatethethingsyoulearnedthroughoutthesemester.TheFinalPresentationwillbedeliveredviaAdobeConnectduringWeek12.Afteryoucompletethepresentation,youareencouragedtopresentittotheclientinpersonifyouwishtodoso.Inadditiontothepresentation,youwillalsosubmitanemailpitchandaphonepitchscript.Thiswillallowyoutobeabletopresentyoursocialmediaservicesinavarietyofformats.

Youwillbeexpectedtocompleteallcourseworkontimeandparticipateinclassdiscussionsinaprofessionalmannerwhilerespectingtheinstructorandfellowstudents.ThesediscussionsarenotlimitedtotheCanvasshell,butallplatformsthatinvolvecoursework.

OwnershipEducation:Asgraduatestudents,youarenotpassiveparticipantsinthiscourse.AllstudentsinthisProgramhaveabackgroundinmarketing,advertising,publicrelations,journalism,orsimilarfields.Thisclassallowsyoutonotonlytakeownershipofyoureducationalexperiencebuttoalsoprovideyourexpertiseandknowledgeinhelpingyourfellowclassmates.ThecourseFacebookgroupwillbetheplacewhereyoushouldposequestionstoyourclassmateswhenyouhaveaquestionasitrelatestoanassignmentoran

issuethathascomeupatwork.Yourclassmatesalongwithyourinstructorwillbeabletorespondtothesequestionsandprovidefeedbackandhelp.Thisalsoallowseveryonetogainthesameknowledgeinonelocationratherthantheinstructorrespondingbacktojustonestudentwhichlimitstherestoftheclassfromgainingthisknowledge.

RequiredText:Therewillbenotextbookrequiredforthiscourse,however,youwillneedtopurchasetheStukentMimicSocialsimulationsoftware.Thecostofthissoftwareis$60andcanbeaccessedthroughthislink:https://home.stukent.com/join/23B-C3C.

YouwillneedtohavethesoftwarepurchasedandsetupbytheendofWeek2inthecourse.Thesooneryoupurchasethesimulation,though,thebetterbecauseitwillbeagreatbenefittoyoutobeabletofamiliarizeyourselfwiththesimulationbeforeitactuallystartsinWeek3.

TeachingPhilosophy:Socialmediamanagementisarapidlychangingfieldthatrequiresyoutoconstantlystayontopofthelatesttrendsandnewsinsocialmediaaswellashaveastrongpulseonwhatishappeningintheindustryoftheclientororganizationyouareworkingfor.Sincetherearemanychangesanddevelopments,itcanbeeasytobecomeoverwhelmed.Inordertobesuccessfulinthiscourseandasasocialmediamanager,youmustapproachsocialmediamanagementwithastrategicmindsetaswellasbehighlyorganizedsoyoucanmanagemultipleprojectssimultaneously.

CoursePolicies:AttendancePolicy:Becausethisisanonlineasynchronouslydeliveredcourse,attendanceintheformofcallingrollwillnotoccur;however,studentsareexpectedtosignontothecoursesiteatleastonceeachday,Monday–Fridaytocheckforcourseupdatesintheannouncementsanddiscussionsectionsofthesite.LateWorkandMake-upPolicy:Deadlinesarecriticaltothisclass.Allworkisdueonorbeforetheduedate.Nolateworkwillbeacceptedandalllateworkwillreceiveanautomaticzero.Extensionsfordeadlineswillonlybeforpre-approvedemergencies.Minorinconveniencessuchasfamilyvacationorminorillnessarenotvalidreasonsforextensions.Issueswithuploadingworkforagradeisnotanexcuse.IfastudentishavingtechnicaldifficultieswithCanvas,thereareothermeanstosubmitcompletedwork.Studentsmayemail.zipfilesorevenlinkstoDropboxfolderstoInstructorviaUFemailiftherearetechnicaldifficultieswithCanvas.Studentsshouldcompensatefortechnicaldifficultiesbynotwaitinguntilthelastminutetosubmitwork.

Suggestedtechnicalissuepolicy:Anyrequestsformake-upsduetotechnicalissuesMUSTbeaccompaniedbytheticketnumberreceivedfromLSSwhentheproblemwasreportedtothem.Theticketnumberwilldocumentthetimeanddateoftheproblem.YouMUSTe-mailyourinstructorwithin24hoursofthetechnicaldifficultyifyouwishtorequestamake-up.ContactUFhelpdesk(352)392-HELP.

Emergencyandextenuatingcircumstancespolicy:Studentswhofaceemergencies,suchasamajorpersonalmedicalissue,adeathinthefamily,seriousillnessofafamilymember,orothersituationsbeyondtheircontrolshouldnotifytheirinstructorsimmediately.

StudentsarealsoadvisedtocontacttheDeanofStudentsOfficeiftheywouldlikemoreinformationonthemedicalwithdrawalordropprocess:https://www.dso.ufl.edu/care/medical-withdrawal-process/.

StudentsMUSTinformtheiracademicadvisorbeforedroppingacourse,whetherformedicalornon-medicalreasons.Youradvisorwillassistwithnotifyingprofessorsandgooveroptionsforhowtoproceedwiththeirclasses.YouracademicadvisorisTiffanyRobbert,[email protected].

Requirementsforclassattendanceandmake-upexams,assignments,andotherworkinthiscourseareconsistentwithuniversitypoliciesthatcanbefoundintheonlinecatalogueat:https://catalog.ufl.edu/ugrad/current/regulations/info/attendance.aspx

CourseworkSubmissions:Ingeneral,mostcourseworkshouldbesubmittedthroughCanvas.Allcourseworksubmissionsaredetailedbelow:

● Quizzes InCanvas● DiscussionPosts InCanvas● WeeklyProjects InCanvas● SimulationProject InMimicSocialsimulation● FinalProjectWrittenReport InCanvas● FinalProjectLivePresentation AdobeConnect

Deadlines:Thisclass,likeothers,involvesmanydeadlines.Hereisareminder.Thesearethegeneralguidelinesyoucanexpectinthiscourse.YourFinalPresentation,however,willbepresentedtotheinstructorviaAdobeConnectduringweek12,butyouwillturninyourPowerPointslidesinCanvaspriortoyourpresentation.

● Quizzes 11:59PMETWednesdays● DiscussionPosts 11:59PMETWednesdays● DiscussionPostPeerReactions 11:59PMETSundays● Assignments 11:59PMETSundays● SimulationProject 11:59PMETSundaysWeeks3-8● FinalProjectPresentationSlides 11:59PMETSunday,November6● FinalProjectLivePresentation VariousdaysandtimesduringWeek12

Grading:Yourworkwillbeevaluatedaccordingtothefollowingdistribution(example):

● Quizzes 10%● DiscussionPosts 20%● Assignments 20%● SimulationProject 20%

● FinalProject 30%Thefinalgradewillbeawardedasfollows:

A 100% to 92.5%A- <92.5% to 89.5%B+ <89.5% to 86.5%B <86.5% to 82.5%B- <82.5% to 79.5%C+ <79.5% to 76.5%C <76.5% to 72.5%C- <72.5% to 69.5%D+ <69.5% to 66.5%D <66.5% to 62.5%D- <62.5% to 59.5%F <59.5% to 0%

CurrentUFgradingpoliciesforassigninggradepoints:https://catalog.ufl.edu/ugrad/current/regulations/info/grades.aspx

Note:Thegradeof92.62isanA.Thegradeof92.34isA-.Whenthegradefallsata.5,Iwillcarrythegradetothenextdecimalpointforroundingpurposes.

CourseandAssignmentDetailsWeeklyAnnouncements/Emails:TherewillbeatleastoneannouncementpostedonCanvasandanemailsentouttoallstudentseachweek.YouwillneedtologintoCanvasandcheckyouremaildailysoyouwillnotmissanyannouncementoremailfromtheinstructor.Itisyourresponsibilitytokeepontopoftheseannouncementsandemails.

WeeklyLectures:TheInstructorwillpostalecturevideotoCanvasfor10ofthe12weeksandtwoadditionalvideos–oneisanintroductiontothecourseandcoursetopicsandtheotherwillcoverthesyllabus.Thesevideoswillvaryinlengthdependingonthematerial.Itisyourresponsibilitytowatcheachofthevideos.

Note:Keepingupwiththevideosweektoweekaccordingtotheschedulewillbeeasierasmanybuildoffofeachother,alongwiththeweeklyreadings.

Quizzes:Someweeksyouwillbeaskedtotakeaquiztotestyourknowledgeoftheweek’scoursematerial(lectures,videos,readings).Thesequizzeswillcontainamixtureofmultiple-choice,trueandfalse,andessayquestions.Allquestionswillbeautomaticallyscored,exceptfortheessayquestions.Theinstructorwillgobackandgradetheessayquestionsseparatelyandadjustthescorewhentherearequizzeswithessayquestions.

DiscussionPosts:Someweeksofthecoursewillrequireadiscussionpost.Eachdiscussionpostwillneedtomeetthewordlimitrequirementasnotedineachdiscussionposts’pageinCanvas.SubmissionsshouldprovideadetailedanalysisbasedonthecoursematerialandotherreadingsforthatweekasdetailedinCanvas.DetailsforthediscussionpostscanbefoundintheCourseSchedulesectionofthissyllabusaswellasonCanvas.

Formoredetailsontherubricsinthiscourse,lookthemuponeachindividualassignmentinCanvas.

PeerReactionDiscussionPosts:ChooseatleastFOURofyourclassmate’sdiscussionpostsandprovideareactionbyrespondingtotheirpostviathereplyfunctioninCanvas.Yourreactionshouldbeatleast100-150wordsandprovidemeaningfulinsighttoyourpeer’sdiscussionpost.Thismayrequireyoutodosomeadditionalresearch.Simplycommentingandcomplimentingyourclassmateisnotsufficientandpointswillbedeductedfromyourgradeifyoudonotcontributeyourowninsights.

Whileitisnotmandatorythatyoucommentonassignmentsthathavenotalreadybeencommentedon,itdoeshelpthelearningprocessifeveryonecanreceiveequalengagement.However,iftherearestudentswhocompletetheirassignmentslate,thisbecomesimpossible.So,pleasemakeeveryefforttocompleteyourassignmentsontimesothateveryonehasanequalchancetointeractandlearnfromeachother.

EventhoughyouwillonlyreceivecreditforyourFOURPeerReactions,youareencouragedtoreplyandengagewithallofyourclassmatesviatheseassignments.Thisisawonderfulopportunityforyoutolearnfromothersandgleaninsightinawayyoumightnototherwisebeableto.

FacebookGroup:YouwillbeparticipatinginacourseFacebookgroupweeklywithyourpeersandtheinstructor.ThecourseFacebookgroupwillserveasaquestionsandsocialforumforthecourse.Itwillbeyourplacetotalkaboutanyrelatedtopicstothecourseandaskanyquestionsaboutthetopicswewillbediscussingeachweek.Feelfreetoalsosharearticlesandshowushowyouaremanagingsocialmediaandapplyingwhatyoulearnedinthecourse.Thisisyourplacetoconnectwithothersandhavefunwiththecourse.

SocialMediaSimulationProjectInthisproject,youwillmanagepaidandorganicsocialmediaforafictitiousbagcompany,BuhiBagsduringWeeks3through8inthecourse.Youwillbewritingandpublishingsocialmediacontentandplacingsocialmediaadsforaseriesofsixdifferentsimulationsusingasetbudget.YouwillbecompetingwithyourclassmatestoprovideBuhiBagswiththemostengagingandprofitablesocialmediapresence.Attheendofeachsimulation,youwillberankedbasedonyourpaidsocialandorganiccontentperformance.YourrankaswellasyourparticipationandcontinuedefforttoimproveeachweekinthesimulationwillallfactorintoyourSimulationProjectgrade.Youwillbeexpectedtoimproveonyoureffortseachroundinthesimulation.

YouwillneedtocreateanaccountontheStukentMimicSocialonlinesoftwareprogramandpaya$60feebeforeaccessingthesimulation.Thisprogramwilltakeplaceofatextbookforthiscourseforthesemester.YoucancreateyourStukentMimicSocialaccountandpaythefeehere:https://home.stukent.com/join/23B-C3C.

WeeklyAssignments:Youwillhaveseveralweeklyassignmentsinthiscourse.Belowarethedetailsforeachassignment.

Week1Assignment:ClientSelection&RationaleSelectaclientthatwillbethefocusofyoursocialmediacampaignfortheclass.Youhavetwooptionsforyourclient.YoucanselectanorganizationthatyouworkforORacompanyyouwishtopresentyoursocialmediacampaigntoaftertheclass.

Note:Youmustselectabrandforyoursocialmediacampaignthathasatleastoneexistingsocialmediachannel.

Youmustincludethenameofyourclientaswellasthetypeofclient(acompanyyouworkforORacompanyyouwishtopresenttoafterthecourse).Also,explainwhyyouselectedtheclient.

Youmustsubmitthisassignmentviaemailtotheinstructoratjpreusz@jou.ufl.eduduringWeek1andreceiveapprovalbeforeworkingonanymoreweeklyassignmentsinthecourse.Thisassignmentwillnotbegraded,butyourclientapprovaliscrucialtoyoursuccessinthisclass.

Week2Assignment–SocialMediaStrategyandTacticalPlanThisassignmentwillbethefirstpartofyoursocialmediacampaign.Youwillneedtoincludethefollowingpiecesofinformationaboutandforyourclient:

● ClientBackground(1paragraph)Includehistoryoftheclient,mainpersonnel,itspositioning,goals,mission,andoverallvaluesandpurpose.

● ClientBrandVoiceAnalysis(1paragraph)Overviewofyourclient’soverallbrandvoicebasedontone,personality,consistency,content,levelofengagement,etc.Highlightkeyattributesandcharacteristicsassociatedwithhowtheypresentthemselvesonline.

● SocialMediaAnalysis(1-2paragraphs)Includespreviouscampaignstheyhavedoneonsocialmedia,paidmedia,sponsoredposts,influencermarketing,etc.Anymetricsyoucanfindontheclientabouttheirsocialmediaperformancewillbehelpfulinthissection.

● CompetitorAnalysis(Bulletedlistwith1paragraphforeachcompetitor)Identifytheprimary,secondary,andemergingcompetitorsofyourclient.Outlinewhattheyaredoingintheindustry,location,socialmediaspace,andwhattheyareNOTdoingsofarinsocialmedia.

● SWOTAnalysisUsingaSWOTtable,plotoutthestrengths,weaknesses,opportunities,andthreatsforyourclient.Includetheseasbulletpointsandavoidlongcopyorparagraphs.Provideabrief1-2paragraphrationaleforyourSWOTAnalysisthatexplainsthestrengths,weaknesses,opportunities,andthreatsmorein-depth.

● TargetAudience(1-2paragraphs)Basedontheresearchyouhaveconductedonyourclient,brieflydescribetheirtargetaudience.Includedemographics(gender,agerange,geographiclocation,etc.)andpsychographics(interests,preferences,etc.)

● GoalsandObjectivesUsingtheSMARTapproach,outlineat5-8businessgoalsandobjectivesforyourclientbasedontheirneedsthatyoulearnedfromyourresearch.Listedbelowaresomesummarizedfivebroadobjectivesthatshouldguideyouroverallsocialmediaplan:

● Increaseawarenessof____________________.● Increaseengagementwithsocialmediaoutlets.● Educateinternally________________abouttheopportunitiesandimpactofsocial

mediausageinpromoting________________.● Increaseoutreachandpublicpartnershipsfor____________within__________

communities.● Influencepositiveperceptionsof[nameofclient].

Theobjectivesyouneedtohave,however,mustfollowtheSMARTapproach,whichmeanstheyareSmart,Measurable,Achievable,Realistic,andTime-bound.Here’sanexampleofaSMARTapproachobjective:

● IncreasesocialmediamentionsforVivintby20%overa90-dayperiodstartingDecember1,2017.

● SocialMediaChannelsandRationaleSelectatleast3socialmediachannelstofocusonforyourbrandforthiscourse.OneofthesechannelsmustbeFacebookasyouwillbedoingsomeFacebookspecificassignmentsinthiscourse.Foreachsocialmediachannelyouselect,youwillneedtoincludeabriefrationale

explainingwhyitwillhelpaccomplishyourbrand’sobjectivesandwhyyouthinkitwilleffectivelyreachyourbrand’stargetaudience.

● TacticalPlanYourtacticalplanwilllistanddetailthetacticsyouwillusetogenerateandconvertleads,increasefollowers,andengageaudiencesforyourselectedbrand.Youmustincludeatotalof8-10tacticsforthisassignment.Foreachtactic,youwillneedtoincludeabriefrationaleastowhyyouplantoincludethattacticinyoursocialmediastrategyplan.Youmustalsoincludeaproposedbudgetforeachtacticandprovidearationaleofwhythatbudgetshouldbeallocatedtoeachtactic.

ThisassignmentwillneedtobecompiledinMicrosoftWordandmustlooklikeaprofessionalpiecethatyouwouldhandtoaclient.Use1-inchmarginsandvisuals.Yoursubmissionmustbeaminimumof5pagesandnomorethan10pages.Usebulletpointsandavoidheavyblocksoftext.Makeiteasytoread!

Week6Assignment-ContentStrategyPlanandEditorialCalendarThisassignmentwillhavetwoparts,oneofwhichwillbeacontentstrategyplanandtheotheraneditorialcalendar.Detailsforeachportionoftheassignmentareincludedbelow.Part1:ContentStrategyPlanThecontentstrategyplanwilllistthecontentplatformsyouplantouseforyourclientaswellasprovideageneraloutlineofthepostsyouwillbepublishing.Thecontentstrategyshouldbea1-2pagedocumentinMicrosoftWord,coveringthefollowing:

● Campaigntheme:LookingattheexamplesofsuccessfulsocialmediacampaignsforinspirationsuchastheShareaCokecampaign,AdidasPositivity,andmore,createathemethatyoursocialmediacampaignwillbebasedon.Thisthemewilldirectthefocusofyourcontent.Thisthememustbegearedtoaccomplishingthegoalsandobjectivesofyourclient.

● Contentplatforms:Listwhichcontentplatforms(blog,website,podcasts,webinars,etc.)youplantouseforthesocialmediacontentforyourclient.Foreachcontentmanagementplatform,provideabriefparagraphonhowitwillbenefityoursocialmediacontent.Youmustselectatleastonecontentplatformforyourclient.

● Outlineofblogposts:Provideabullet-pointlistoftheblogarticlesyouwouldeitherwriteorcoordinateforyourclient.

● Outlineofsocialmediaposts:Provideabullet-pointlistofthecontentyouwillpostonsocialmediachannelsforyourclient.

Part2:EditorialCalendarTheeditorialcalendarwillbeahigh-leveloverviewofthetypesofpostsyouwillbepublishingusingthecontentstrategyplanyoucreatedasaguide.UsetheEditorialCalendarTemplateprovidedintheWeek6moduleinCanvas.Createaone-week’sworthofcontent(7days)usingthetemplateprovidedinCanvas.Youwillneedtohavecontentplannedforallsevendaysforeachofyourselectedsocialmediachannels.Thiswillprovideanoverviewofthekindsofpostsyouwillpublishforanydayofaweekforyourclientinthecourse.YoureditorialcalendarcanbesubmittedasaMicrosoftExcelfileoraPDFinCanvas.

Week7Assignment-SampleSocialMediaPostsUsingyourEditorialCalendarasaguide,createatleast9samplesocialmediaposts(3foreachchannel)thatyouhaveoutlinedinyoureditorialcalendar.Youwillneedtousedesigntoolsasoutlinedinthecourse(Canva,Typorama,etc.)oruseothertoolsyoulearnedinpreviouscoursesinthesocialmediaprogram(Photoshop,Illustrator,etc.)tocreateprofessionalandrealisticsocialmediaposts.Thesecreativeexecutionswillneedtolooklikeactualsocialmediapostsforyourbrandasmuchaspossible.

Week8Assignment-SampleFacebookAdsForthisassignment,youwillcreateatleast5sampleFacebookadsforyourclient.Theywillneedtolooklikerealadsyourclientwilluse.UseFacebook’sCreativeHubtohelpyoucompletethisassignment.Youradswillneedtohavetext,animageorvideoimage,andacalltoaction.YoucanalsousemanyofthefreestockphotositeslistedinCanvasfortheimagesforthisassignment.Week9Assignment–LeadGenerationFunnelMapSketchoutaleadgenerationfunnelmapasshowninthelecture.SeetheexamplesintheWeek9moduleinCanvastocompletethisassignmentsuccessfully.YourfunnelmapmustincludetheentireprocessofwhereacustomerwillgowhentheyseeaFacebookad,blogpost,socialmediapost,landingpage,andmore.

Week10Assignment-BigIdeaSocialMediaCampaignBasedonthenumerouscasestudiesofsocialmediacampaignsyouhaveseeninthiscourse,thisassignmentwillaskyoutocreateabigideasocialmediacampaignforyourclient.Includethefollowingcomponentsina2-3pageMicrosoftWordreport:

● Provideanoverviewofthecampaign.Whatisthecampaignandhowwillithelpyourclientachievetheirgoalsandobjectives?

● Describetheoverallthemeofthecampaignandhowitwillbeincorporatedintoyourclient’sbrand.

● Explainwhichsocialmediachannelsyouwillbeusingforthecampaign.● Listthetoolsyouwillbeusingtohelpmakethecampaignsuccessfulalongwithabrief

rationaleexplainingwhyeachtoolisneeded.● Budget:Listthetotalpriceofyourcampaignefforts.Howmuchshouldyourclientpayforthis

campaignandwhyisitworththeamountyouareproposing?● Describewhatisuniqueaboutyourbigideasocialmediacampaignaswellasanyotherpoints

youneedtomaketoconvincethemanagementofyourselectedbrandtoallocatethemoneyyouareproposingtoyourcampaign’sidea.

Seethenextpagefortheassignmentrubric.

AssignmentRubric

Formoredetailsontherubricsinthiscourse,seethemoneachindividualassignmentinCanvas.

FinalProject:SocialMediaCampaignPitchForyourFinalProject,youwillpresentasocialmediacampaignpitchtothecourseinstructor,whowillactasaclientofyourchoice.Thegoalofthepresentationistowinoverthe“client”sotheywillhireyoutoconductyoursocialmediacampaign.Thecampaignyoupresentwillneedtobecreative,engaging,andincorporatethethingsyoulearnedthroughoutthesemester.TheFinalPresentationwillbedeliveredviaAdobeConnectduringWeek12.Afteryoucompletethepresentation,youareencouragedtopresentittotheclientinpersonifyouwishtodoso.Inadditiontothepresentation,youwillalsosubmitanemailpitchandaphonepitchscript.Thiswillallowyoutobeabletopresentyoursocialmediaservicesinavarietyofformats.YouwillusetemplatesprovidedinCanvastocreateyouremailpitchandphonepitchscript.

Foryourlivepresentation,yourtotaltimeshouldbebetween5and8minutes.YouwillneedtohaveaslidedeckmadeinMicrosoftPowerPointcontainingthefollowingslidesandcomponents:

● Titleslide:Thetitleofyourpresentation,thenameofyourclient,andyourname.DonotputMMC6730,SocialMediaManagement,oranythingthatresemblesourcourseonthetitleslideoranywhereinthepresentation.Thispresentationneedstolooklikeareal-lifepresentationthatyouwouldgivetoaclientinarealsetting.

● Goalsandobjectivesslide:Brieflyoutlinethegoalsandobjectivesofthecompanyusingthe5-8SMARTobjectivesyoucreatedinAssignment2.

● Bigideasocialmediacampaign:Describeyourbigideasocialmediacampaign.Presentyourcampaigntheme,ideas,andexplainhowyourcampaignwillbecarriedout.Youwillwanttowowyourclient/instructorwiththispartofthepresentation.Besuretovisuallyshowhowyourcampaignwillbeeffectiveinaccomplishingthegoalsandobjectivesforyourclient.Youcanshowexamplesofsimilarcampaignssuccessfullyconductedbyothercompaniesorcreateyourownmock-upsandbulletpointstoshowwhatyouwilldoforthecampaign.

● Socialmediachannelsslide:Brieflyoutlinethesocialmediachannelsyouplantousetocarryoutyourcampaignandverybrieflyexplainwhythesechannelswouldbeagreatfit.

● Tacticsslide:Bulletpointsomeofthemostcompellingtacticsthatwillhelpengageyourclient’saudienceforyourcampaignandgiveabriefrationaleforeachtactic.

● Contentstrategyslide:Visuallyshowthekindsofpostsyouwillpublishingtoyourclient’ssocialmediachannelsduringyourcampaignusingsomeofthebestpostsyoucreatedintheSampleSocialMediaPostsassignment.

● Paidsocialmediastrategyslide:VisuallyshowthekindsofFacebookadsyouwilldoforyourcampaignusingthebestSampleFacebookadsyoucreated.Alsoshareyourotherplannedpaidsocialmediaefforts.Giverationaleforwhytheclientshoulduseeachpaidsocialmethod.

● Budget:Giveanoverallbudgetforyoursocialmediacampaign.Thisisanareawhereyourclientwilllikelyhavemanyquestions.Besuretoclearlyexplainwhatthebudgetwillbeusedforandwhythebudgetyouareproposingwillhelptheclientachievetheirgoalsandobjectives.

● Conclusionandfinalsellingpoint:Wrapupthepresentationbygivingyourfinalsellingpointtoconvincetheclient/instructortobuyoffonyoursocialmediaplan.Openupyourpresentationattheendforquestionsbytheclient/instructor.Theinstructorwillthenaskyouquestionsasifhewereyourclient.Youwillneedtobepreparedtoansweranyquestionstheinstructor/clientmayaskaboutyourcampaign.

YouwillneedtoturninyourPowerPointpresentationslidesalongwithyouremailpitchandphonepitchscriptinCanvasby11:59p.m.MTonSunday,November5,2017.Youwillsignupforyourlivepresentationviaasign-upsheetthattheinstructorwillsendoutaboutamonthpriortothepresentationsinWeek12.

Note:Youwillbedockedpointsforgoingbelow5minutesorabove8minutesinyourpresentation.ThepresentationisdesignedtobeshortsinceCEOsandmarketingmanagersoftenhavebusyschedulesandtheshorteryourpresentationtothem,thebetter.Youwillreceiveanautomaticzerofornotshowinguptoyourpresentationontimewithoutadvancednotice.Intherealworld,ifyouwerelatetoaclientpresentation,youwilllikelynotwinthecompany’sbusiness.

FinalProjectRubric

Formoredetailsontherubricsinthiscourse,lookthemuponeachindividualassignmentinCanvas.

UniversityPoliciesUniversityPolicyonAccommodatingStudentswithDisabilities:StudentsrequestingaccommodationfordisabilitiesmustfirstregisterwiththeDeanofStudentsOffice(http://www.dso.ufl.edu/drc/).TheDeanofStudentsOfficewillprovidedocumentationtothestudentwhomustthenprovidethisdocumentationtotheinstructorwhenrequestingaccommodation.Youmustsubmitthisdocumentationpriortosubmittingassignmentsortakingthequizzesorexams.Accommodationsarenotretroactive,therefore,studentsshouldcontacttheofficeassoonaspossibleinthetermforwhichtheyareseekingaccommodations.

StudentswithDisabilitieswhomayneedaccommodationsinthisclassareencouragedtonotifytheinstructorandcontacttheDisabilityResourceCenter(DRC)sothatreasonableaccommodationsmaybeimplemented.DRCislocatedinroom001inReidHalloryoucancontactthembyphoneat352-392-8565.

Netiquette:CommunicationCourtesy:Allmembersoftheclassareexpectedtofollowrulesofcommoncourtesyinallemailmessages,threadeddiscussionsandchats.http://teach.ufl.edu/wp-content/uploads/2012/08/NetiquetteGuideforOnlineCourses.pdf

ClassDemeanor:Masteryinthisclassrequirespreparation,passion,andprofessionalism.Studentsareexpected,withintherequirementsallowedbyuniversitypolicy,toattendclass,beontime,andmeetalldeadlines.Workassignedinadvanceofclassshouldbecompletedasdirected.Fullparticipationinonlineandlivediscussions,groupprojects,andsmallgroupactivitiesisexpected.

Myroleasinstructoristoidentifycriticalissuesrelatedtothecourse,directyouandteachrelevantinformation,assignappropriatelearningactivities,createopportunitiesforassessingyourperformance,andcommunicatetheoutcomesofsuchassessmentsinatimely,informative,andprofessionalway.Feedbackisessentialforyoutohaveconfidencethatyouhavemasteredthematerialandformetodeterminethatyouaremeetingallcourserequirements.

Atalltimesitisexpectedyouwillwelcomeandrespondprofessionallytoassessmentfeedback,thatyouwilltreatyourfellowstudentsandmewithrespect,andthatyouwillcontributetothesuccessoftheclassasbestasyoucan.

OtherResources:Otherareavailableathttp://www.distance.ufl.edu/getting-helpfor:

● CounselingandWellnessresourceso http://www.counseling.ufl.edu/cwc/352-392-1575

● Disabilityresources● Resourcesforhandlingstudentconcernsandcomplaints● LibraryHelpDesksupport

Shouldyouhaveanycomplaintswithyourexperienceinthiscoursepleasecontactyourprogramdirectorand/orstudentsupportcoordinatoratdistancesuppport@jou.ufl.eduorvisithttp://www.distance.ufl.edu/student-complaintstosubmitacomplaint.

CourseEvaluation:Studentsareexpectedtoprovidefeedbackonthequalityofinstructioninthiscoursebasedon10criteria.Theseevaluationsareconductedonlineathttps://evaluations.ufl.edu

Evaluationsaretypicallyopenduringthelasttwoorthreeweeksofthesemester.Studentswillbegivenspecifictimeswhentheyareopen.Summaryresultsoftheseassessmentsareavailabletostudentsathttps://evaluations.ufl.edu/results

UniversityPolicyonAcademicMisconduct:AcademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentsshouldbesurethattheyunderstandtheUFStudentHonorCodeathttp://www.dso.ufl.edu/students.php

TheUniversityofFloridaHonorCodewasvotedonandpassedbytheStudentBodyinthefall1995semester.TheHonorCodereadsasfollows:

Preamble:InadoptingthisHonorCode,thestudentsoftheUniversityofFloridarecognizethatacademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentswhoenrollattheUniversitycommittoholdingthemselvesandtheirpeerstothehighstandardofhonorrequiredbytheHonorCode.AnyindividualwhobecomesawareofaviolationoftheHonorCodeisboundbyhonortotakecorrectiveaction.Astudent-runHonorCourtandfacultysupportarecrucialtothesuccessoftheHonorCode.ThequalityofaUniversityofFloridaeducationisdependentuponthecommunityacceptanceandenforcementoftheHonorCode.

TheHonorCode:“We,themembersoftheUniversityofFloridacommunity,pledgetoholdourselvesandourpeerstothehigheststandardsofhonestyandintegrity.”

OnallworksubmittedforcreditbystudentsattheUniversityofFlorida,thefollowingpledgeiseitherrequiredorimplied:

"Onmyhonor,Ihaveneithergivennorreceivedunauthorizedaidindoingthisassignment."

Formoreinformationaboutacademichonesty,contactStudentJudicialAffairs,P202PeabodyHall,352-392-1261.

AcademicHonestyAllgraduatestudentsintheCollegeofJournalismandCommunicationsareexpectedtoconductthemselveswiththehighestdegreeofintegrity.Itisthestudents’responsibilitytoensurethattheyknowandunderstandtherequirementsofeveryassignment.Ataminimum,thisincludesavoidingthefollowing:

Plagiarism:Plagiarismoccurswhenanindividualpresentstheideasorexpressionsofanotherashisorherown.Studentsmustalwayscreditothers’ideaswithaccuratecitationsandmustusequotationmarksandcitationswhenpresentingthewordsofothers.Athoroughunderstandingofplagiarismisapreconditionforadmittancetograduatestudiesinthecollege.

Cheating:Cheatingoccurswhenastudentcircumventsorignorestherulesthatgovernanacademicassignmentsuchasanexamorclasspaper.Itcanincludeusingnotes,inphysicalorelectronicform,inanexam,submittingtheworkofanotherasone’sown,orreusingapaperastudenthascomposedfor

oneclassinanotherclass.Ifastudentisnotsureabouttherulesthatgovernanassignment,itisthestudent’sresponsibilitytoaskforclarificationfromhisinstructor.

MisrepresentingResearchData:Theintegrityofdatainmasscommunicationresearchisaparamountissueforadvancingknowledgeandthecredibilityofourprofessions.Forthisreasonanyintentional14misrepresentationofdata,ormisrepresentationoftheconditionsorcircumstancesofdatacollection,isconsideredaviolationofacademicintegrity.Misrepresentingdataisaclearviolationoftherulesandrequirementsofacademicintegrityandhonesty.

Anyviolationoftheabovestatedconditionsisgroundsforimmediatedismissalfromtheprogramandwillresultinrevocationofthedegreeifthedegreepreviouslyhasbeenawarded.

StudentsareexpectedtoadheretotheUniversityofFloridaCodeofConducthttps://www.dso.ufl.edu/sccr/process/student-conduct-honor-code

Ifyouhaveadditionalquestions,pleaserefertotheOnlineGraduateProgramStudentHandbookyoureceivedwhenyouwereadmittedintotheProgram.

ScheduleWeeklymoduledates:EachweeklymodulewillstartonMondayandendonSunday.Belowarethedatesforeachweek:

● Week1:8/21-8/27 Week7:10/2-10/8

● Week2:8/28-9/3 Week8:10/9-10/15

● Week3:9/4-9/10 Week9:10/16-10/22

● Week4:9/11-9/17 Week10:10/23-10/29

● Week5:9/18-9/24 Week11:10/30-11/5

● Week6:9/25-10/1 Week12:11/6-11/12

CourseSchedule:WeekOne:IntrotoSocialMediaManagementLearningObjectives:

● Discusstheessentialrolessocialmediamanagersmustplaytobesuccessful.● Definetheterminologyusedfrequentlybysocialmediamanagers.● Identifytheopportunitiesavailabletofindaclientasasocialmediamanagerandhowtowork

asasocialmediamanagerforaclientororganization.● Demonstratehowtocreateyourownpublicfiguresocialmediaaccountsandexplainwhythey

areimportantforeverysocialmediamanager.

Watch:● CourseIntroductionVideo● CourseSyllabusVideo● Lecture:IntroductiontoSocialMediaManagement

RequiredReadings

● 9SkillsEverySocialMediaManagerMustHave● 5WaystoGetNewClientsasaSocialMediaManager● HowtoBecomeaSuccessfulSocialMediaManager[Infographic]● 7NeedtoKnowSocialMediaTerms● SocialMedia,ItTakesaVillage

Assignments:● Quiz:IntrotoSocialMediaManagement

o Afteryouhavewatchedthelectureandcompletedthereadings,takethisquizinCanvas.

● JointheCourseFacebookGroup-Visitthislinkandthenclickthe“Join”button.Theinstructorwillthenaddyoutothegroup.Thisgroupwillactasaquestionsandsocialforumforthesemester.

● IntroductiontotheClassontheCourseFacebookGroup:Due8/23/17at11:59p.m.ETo VisittheCourseFacebookGroupandpublishapostthereintroducingyourselftothe

classwiththefollowing:● Haveyouevermanagedasuccessfulsocialmediacampaign?Ifso,tellusaboutit

andwhatyoudidtomakeitsuccessful.● Ifyouhavenotmanagedasocialmediacampaignbefore,tellusaboutyour

experienceinmanagingsocialmediainyourcareer.● Also,telluswhatyouhopetolearnoutofthisclass.

Thisdiscussionpostwillserveasyourintroductiontotheclass.Makeitfunandgivetheclassandtheinstructortheopportunitytogettoknowyoubetter.

● SignupforStukentandpaythe$60fee.SeethePowerPointinCanvasforanintroductiontothesimulationandtogetfamiliarwiththesimulation.WewillbeusingthissimulationfortheSimulationProjectinthiscourse.

● Assignment1:ClientSelectionandRationale-Due8/27/17at11:59p.m.ETo Seetheassignmentssectionofthissyllabusforcompleteinstructionsonhowto

completethisassignment.

WeekTwo:SocialMediaStrategyandTacticsLearningObjectives:

● Identifythecomponentsofasocialmediastrategyandhowtoincorporateoneasthefoundationofasocialmediaplan.

● Createasocialmediaandtacticalplanforaclient.

● Applyskillsinsocialmediastrategytocreatestrategicsocialmediamarketingplansthatcanintegratesmoothlywithinanorganization.

Watch:● Lecture:SocialMediaStrategy&Tactics

RequiredReadings● 8EssentialElementsofaSocialMediaMarketingStrategy● 10SuperSavvySocialMediaStrategiesfor2017● 5StepsForCreatingaSuccessfulSocialMediaStrategyfor2017● PreparingYourSocialMediaStrategyfor2017● CaseStudy:IHOPandDenny’s

Assignments:● Quiz:SocialMediaStrategyandTactics-Due:8/30/17at11:59p.m.ET


● Week2Assignment:SocialMediaStrategy&TacticalPlan-Due9/3/17at11:59p.m.ETo Seetheassignmentssectionofthissyllabusforcompleteinstructionsonhowto


WeekThree:SocialMediaManagementToolsLearningObjectives:

● Analyzethestrengthsandweaknessesofanumberofsocialmediatools● Determinethebestmanagementandanalyticalsocialmediatoolstouseforaclientor

organization● Identifywhichorganizationaltoolsyouwillusetohelpmanagesocialmediacontent

Watch:● Lecture:SocialMediaManagementTools

RequiredReadings:

● Top20SocialMediaToolstoAddinYourArsenal● AMasterListofSocialMediaMarketingManagementTools● TheBestSocialMedia&AnalyticsTools

Assignments:● Week3DiscussionPost-Due9/6/17at11:59p.m.ET

o Findasocialmediamanagementtoolmentionedinthelectureorreadingsthatiseitherfreeoroffersafreetrial.Logintothetoolandexploreitsvariousfeatures.Takeseveralscreenshotsofwhatyoudo/see.In300-500words,addressthefollowingaboutthetoolonthediscussionpostinCanvas:

▪ Putthenameofthetoolinthesubjectline

▪ Brieflydescribethetool.Whatisitandwhatcanyoudowiththetool?▪ Howcanthetoolbehelpfultoasocialmediamanager?▪ Whatareitsstrengthsandweaknesses?▪ Wouldyouusethistoolasasocialmediamanager?Whyorwhynot?Ifnot,is

thereanothertoolyouwoulduseinstead?▪ Postyourscreenshotsofthetoolthroughoutthepost.▪ Providealinktothesocialmediatool.

● Assignment:StukentMimicSocialSimulationRound1-Completeby9/10/17at11:59p.m.ETo LogintoyourStukentaccountandstartRound1.Completeinstructionswillbeprovided

intheMimicSocialsimulation.

WeekFour:PaidSocialLearningObjectives:

● Describewhypaidsocialiscrucialtogetyourcontentnoticedonsocialmediacomparedtoorganicsocialcontent.

● Identifythetoppaidsocialplatformsavailableandexplainhowtheycanhelpimprovethereach,engagement,andsalesforclientsandorganizationsonsocialmedia.

Watch:● Lecture:PaidSocial

RequiredReadings:● PaidSocialMedia:WhyYouNeedItAndWhatIsAvailable● TheDifferenceBetweenEarned,Owned&PaidMedia(AndWhyItMattersforLeadGen)● How(andWhy)BrandsShouldUsePaidSocialMediaAdstoBoostTheirEarnedMedia● HowtoIntegratePaidSocialinYourContentMarketingStrategy

Assignments:● Quiz:PaidSocialMedia-Due9/13/17at11:59p.m.ET


● Assignment:StukentMimicSocialSimulationRound2-Completeby9/17/17at11:59p.m.ETo LogintoyourStukentaccountandstartRound2.Completeinstructionswillbeprovided


WeekFive:ChannelManagementLearningObjectives:

● Definethevarioussocialmediachannelsavailablealongwiththeirstrengthsandweaknesses.● Identifythebestsocialmediachannelsforaclientororganizationbasedontheirtarget

audienceandbrand.

Watch:● Lecture:ChannelManagement

RequiredReadings:● 7TipsforMulti-ChannelSocialMediaManagement● HowtoFindtheBestSocialMediaChannelsforYourBusiness● WhyYourSocialMediaAudienceMustComeBeforeChannelManagement● 5TypesofSocialMediaEveryMarketerNeedstoKnow

Assignments:● Week5DiscussionPost-Due:9/20/17at11:59p.m.ET

o Selectasocialmediachannelnotmentionedinthelecturethisweek.Titleyourpostwiththenameofthesocialmediachannel.Answerthefollowingquestionsinyourdiscussionpost.

▪ Whatisthesocialmediachannelandhowdoyouuseit?▪ Whatarethedemographicsoftheusersofthatchannel?Includeage,gender,

andwheretheuserslive.▪ Whataretheprosandconsofthechannel?▪ Wouldyouusethissocialmediachannelforyourclient?Whyorwhynot?

● Assignment:StukentMimicSocialSimulationRound3-Due:9/24/17at11:59p.m.ETo LogintoyourStukentaccountandstartRound3.Completeinstructionswillbeprovided


WeekSix:ContentPlanning&ManagementLearningObjectives:

● Createaprocesstoeffectivelymanagesocialmediacontentforaclientororganization.● Identifythecomponentsofasuccessfulblogpostandhowablogcontributestotheoverall

successofyoursocialmediaefforts.● Exploreacontentschedulingtoolandschedulesocialmediaposts.● Analyzewhichkindsofsocialmediapostsaremosteffectiveatreachingatargetaudiencefora

clientororganization.

Watch:● Lecture:ContentManagement● ExpertSession:AdelynBidenbach-SocialMediaPlanning

RequiredReadings:

● ThePerfectBlogPostTemplate● 212BlogPostIdeas● 4StepsforCreatingaSocialMediaCalendar● HowtoScheduleSocialMediaContentforNextWeek,NextMonth,andNextYear● NewResearchShowsVideoContentOutperformingAllOtherTypesOnSocialMedia● DevelopingaHardcoreSocialMediaContentStrategy


o Writea300-500-wordblogpostforyourbrand.Then,writethetextfortwosocialmediapoststhatwillpromotetheblogpost.Youwillneedtousewhatyoulearnfrom

thelectureandreadingsforthisdiscussionpost.Foryourpeerreactiondiscussionpost,thinkofthediscussioncommentsthisweekasifyouwerecommentingonanactualblogpost.

● Assignment:StukentMimicSocialSimulationRound4-Due:10/1/17at11:59p.m.ETo LogintoyourStukentaccountanddoRound4.Completeinstructionswillbeprovidedin

theMimicSocialsimulation.● Week6Assignment:ContentStrategyEditorialCalendar-Due:10/1/17at11:59p.m.ET

o Seetheassignmentssectionofthissyllabusforcompleteinstructionsonhowtocompletethisassignment.

WeekSeven:ContentCreationLearningObjectives:

● Becomefamiliarwiththeprinciplesofeffectivesocialmediadesign.

● Designprofessionalsocialmediapostsusingfreeandpaidtools.

● Writeengagingsocialmediapoststhatwillencourageyourtargetaudiencetointeractwiththebrandyourepresent.

Watch:● Lecture:ContentCreation

RequiredReadings:● CaseStudy:Wendy’sSocialMedia

● ThisisHowtoWriteforSocialMediatoCreatetheBestPosts

● 11SimpleDesignTipstoEnhanceYourSocialMediaImages

● The27CopywritingFormulasThatWillDriveClicksandEngagementonSocialMedia

● 3UnusualLessonsWeLearnedbyStudyingOver16MillionPosts(And100,000Brands)onSocial

● HowtoUseInstagramLive

● TipsforUsingFacebookLive

● HowtoBroadcastwithYouTubeLive

● 5TipsforBetterFacebookLiveBroadcasts


o CreateyourownFacebookLiveonatopicforyourclient(ifyouhaveaccessandpermissionfromthebrand)ORonatopicthatinterestsyouinsocialmediamanagement.Whenyouarereadytogolive,dosointhecourseFacebookgroup.Yourbroadcastshouldlastabout3to5minutestotal.

o Afteryou’refinishedwithyourlivevideo,writea300-500discussionpostinCanvaaddressingthefollowing:

● Brieflydescribethetopicofyourbroadcastanditspurpose.● Writeaparagraphdetailinghowyouengagedtheclassduringthelivestream.● Explainhowyouconcludedthelivevideo.Howlongwasyourvideo?

● Overall,discusswhatyoulearnedaboutdoingthislivebroadcastvideoassignment.Whatworkedwellandwhatdidn’t?Whatimprovementscanyoumakenexttime?

● SubmityourdiscussionpostinCanvasbytheduedateandtimelistedabove.● Assignment:StukentMimicSocialSimulationRound5-Due:10/8/17at11:59p.m.ET

o LogintoyourStukentaccountanddoRound5.CompleteinstructionswillbeprovidedintheMimicSocialsimulation.

● Week7Assignment:SampleSocialMediaPosts-Due:10/8/17at11:59p.m.ETo Seetheassignmentssectionofthissyllabusforcompleteinstructionsonhowto


WeekEight:FacebookAdsLearningObjectives:

● ExplainwhyFacebookadsarecriticalforthesuccessofamajorityoforganizationstoday.● IdentifythekeycomponentsofeffectiveFacebookads.● CreatesampleFacebookadstodisplayyourideasandstrategiesforeffectiveFacebookadsfor

yourclient.

Watch:● Nolecturethisweek.WatchtheExpertSessionandcompletethereadings.● ExpertSession:DennisYu-WhatYouNeedtoKnowAbouttheWorldofFacebookAdvertising

RequiredReadings:● HowtoAdvertiseonFacebook:ABeginner’sGuide● 10MistakesNewbiesMakewithPaidFacebookAds● 11ExamplesofFacebookAdsThatActuallyWork(AndWhy)

Assignments:● Quiz:FacebookAds-Due10/11/17at11:59p.m.ET


● Assignment:StukentMimicSocialSimulationRound6-Due10/15/17at11:59p.m.ETo LogintoyourStukentaccountanddoRound6.Completeinstructionswillbeprovidedin

theMimicSocialsimulation.● Week8Assignment:SampleFacebookAds-Due10/15/17at11:59p.m.ET

o Seetheassignmentssectionofthissyllabusforcompleteinstructionsonhowtocompletethisassignment.

WeekNine:SocialMediaLeadGenerationLearningObjectives:

● Identifymultipleopportunitiestogenerateleadsandconversionsviasocialmedia.● Analyzethemosteffectiveleadgenerationopportunitiesforachosenclient.

Watch:● Lecture:SocialMediaLeadGeneration&Metrics● ExpertSession:BreeNakatani-HowtoCreate1000’sofLeadsUsingSocialMedia

RequiredReadings:● 6NeedtoKnowIdeasonHowtoGenerateLeadsonSocialMedia● eBook:SocialMediaforLeadGeneration● ABeginner’sGuidetoLeadConversionwithSocialMedia● MetricsEveryMarketingManagerShouldbeTracking

Assignments:● Quiz:SocialMediaLeadGeneration-Due10/18/17at11:59p.m.ET


● Week9Assignment:LeadGenerationFunnelMap-Due10/22/17at11:59p.m.ETo Seetheassignmentssectionofthissyllabusforcompleteinstructionsonhowto


WeekTen:Client&OrganizationManagementLearningObjectives:

● Discusstheday-to-dayoperationsofasocialmediamanagerandhowyoucanorganizeyourworkflowtoaccomplishmultipletaskssimultaneously.

● Explainhowtodevelopaproposal,socialmediareport,andhowtoreportmetricsonaregularbasistoaclientororganization.

● Discusshowyoucanreachouttokeyinfluencersandgetthemtoactasbrandambassadorsforyourbrandonsocialmedia.

● Createabigideasocialmediacampaignthatwillhelptoincreasefollowers,engagement,andleadsforyourselectedbrand.

Watch:● Lecture:Client&OrganizationManagement

RequiredReadings:● HowtoBeginYourMonthlySocialMediaReport● WhatMakesaSocialMediaCampaignInnovative?● 10GreatSocialMediaCampaignsfrom2016● 5TipsforRunningYourBestSocialMediaCampaignEver● InfluencerMarketingonSocialMedia:EverythingYouNeedtoKnow● SocialMediaCampaignStrategy● 5SocialMediaWorkflowstoKeepYourTeamontheBall● SocialMediaCampaignCaseStudies:

o Wendy’sSocialMediao AdidasCreatePositivityo BudweiserandDerekJetero IKEABacktoSchoolo RoyalOperaHouseandEmojiso IHOPandDenny’so ConorMacGregorvs.FloydMayweatherSocialMediaFight


o Findasuccessfulsocialmediacampaignmentionedinthereadingsorontheinternetanddothefollowing:

▪ Putthenameofthecompanythatdidthesocialmediacampaignasthetitleforthisdiscussionpost.

▪ Brieflydescribethesocialmediacampaignandwhyitwaseffective.▪ Whichsocialmediachannelsdidthecompanyuseforthiscampaign?▪ Explainwhatkindofcontentthecompanypublishedonsocialmediaasapartof

thecampaign.▪ Wasthereanythingthatcouldhavebeendonebetterinthecampaign?

● Week10Assignment:BigIdeaSocialMediaCampaign-Due:10/29/17at11:59p.m.ETo Seetheassignmentssectionofthissyllabusforcompleteinstructionsonhowto


WeekEleven:Community&CrisisManagementLearningObjectives:

● Analyzecasestudiesonsocialmediacrises.● Developasocialmediacrisiscommunicationsplan.● Respondtocommentsbothpositiveandnegativeasaprofessionalcommunitymanager.

Watch:● Nolectureorvideosthisweek.CompletethereadingsandworkonyourFinalProject.

RequiredReadings:● Don’tBeScaredBePrepared–HowtoManageaSocialMediaCrisis● HowtoRecoverfromaNegativeSocialMediaUpdate● TheArtofResponseonSocialMedia● 10ExamplesofSocialMediaCommandCenters


o Selectasocialmediamanagementcrisisinvolvingamajorbrandeithermentionedinthelectureorassignedreadingsoronethatyoufindontheinternet.Describethecrisisindetail.Howdidthebrandrespondtothecrisis?Explainwhatsocialmediamanagerscanlearnfromthecrisisandwhattheywillneedtohaveinplacetobepreparedwhensocialmediacrisesoccur.

● Assignment:FinalProjectPresentationSlides-Due:11/5/17at11:59p.m.ETo SubmityourFinalProjectPresentationSlidesinCanvas.

WeekTwelve:FutureTrendsinSocialMediaLearningObjectives:

● Developplansandstrategiestostayontopofthelatesttrendsinsocialmedia.● Prepareforfutureofsocialmediabyfollowingkeyinfluencersandrelevantnewssitesandblogs

intheindustry.

Watch:● Lecture:FutureTrendsinSocialMedia

RequiredReadings:● TheFutureofSocialMedia(AndHowtoPrepareForIt)● HowtoConsistentlyKeepUpWiththeLatestSocialMediaTrends● WhyVideoistheSocialMediaTrendtoWatch


o Wehavenowreachedthefinalweekofthiscourse!Pleaseanswerthefollowingquestionsthatwillcoverthisweek'slectureandreadingsaswellasyourplansforthefutureinsocialmediamanagement:

▪ Whatareyourfuturecareerplans?▪ Howwillyouapplywhatyoulearnedfromthiscourseintoyourcareer?▪ Howwillyoustayontopofthelatesttrendsinsocialmedia?▪ Isthereanythingyoufeltwasmissinginthecoursethatcouldbeaddedinthe

futuresemesters?Anythingyoucansaywillbehelpful.● FinalProjectLivePresentation

o PleasepresentyourFinalPresentationviaAdobeConnectatyourscheduledpresentationtime.

Note:Thereadingsandassignmentsabovearesubjecttochangeduringthecourse.Anychangesmadewillbeannouncedwellinadvancebytheinstructor.PleaseseethemodulesinCanvasforthemostupdatedreadingsyouwillneedtoreadeachweek.

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