Social Media Marketing

Transcription

1 Social Media Marketing Class Title: Social Media Marketing (3 units) Dates: June 15 through August 7, 2015 Course Number: BUS 105, Ticket #12690 Units: 3 OPTIONAL Orientation: Thursday, 6/18 from 6:00-7:00 pm in BGS 250 Instructor Information Rebecca Knapp, MBA rknapp@saddleback.edu Zoom (like Skype): Zoom.us/j/ Office Phone: (949) Course Description Explores implications, opportunities and challenges for business and communications professionals using social media and contemporary advertising for organizations. Students will participate in creation of a vast array of social media sites, resources, applications and tools, as well as evaluate the impact, effectiveness and design of various elements of advertising strategy and campaigns. Learning Objectives Upon completion of this course, the student will be able to: 1. Demonstrate understanding and evaluate new tools and social media platforms. 2. Describe and use social media tools and software to reach specific business and communications objectives. 3. Participate practically, ethically and effectively in social media with an awareness of legal and ethical implications of use. 4. Participate in collaborative learning projects, both online and offline, to increase understanding of crowd sourcing and the social and cultural effects of social media. 5. Demonstrate development of professional communication skills by working on real-world projects and building a business/professional online presence. Required Textbooks: 1) Macarthy, A. (2013). 500 Social Media Marketing Tips. ISBN ) Barker. (2013). Social Media Marketing. ISBN HOW THIS COURSE WORKS This distance education course is taught using the texts and various online tools. The components are organized into three learning modes: textbook reading, online instruction, and live activities. Students will also be directed to various web sites to view video clips, complete activities, or read additional instructional material. You must have access to a computer with a reliable Internet connection, , and a recent version of Internet Explorer or Firefox. Course instruction will be delivered online via Blackboard. Individual, group, and interaction occur online. The online classroom atmosphere will be active and engaging, and will require focus and commitment throughout the term. Be prepared to participate in class discussions by keeping up with assigned readings/homework and contributing thoughtful questions and input. This course is also NOT recommended for students who struggle with self-discipline or time management especially in the summer!

2 TECHNOLOGY TO UNDERSTAND FOR THIS COURSE Blackboard We will use Blackboard for: Posting to the Discussion Board; Submitting Assignments; Viewing PowerPoint Lecture Presentations; Viewing Learning Activity (assignments) Details; Obtaining Forms or other Documents needed to complete Assignments. JupiterGrades We will use JupiterGrades for our online course gradebook. Zoom Online Office Hours or other live assistance can be conducted using Zoom (very similar to Skype). Connect with Prof. Knapp by going to: ONLINE INSTRUCTION VS. HOMEWORK Online instruction is the distance education alternative to classroom instruction. It may take the form of a presentation to view in Blackboard, on YouTube, or on another Web site. Sometimes the instruction may take the form of additional reading. Online exams are considered part of the online instruction time. Learning assignments are due as noted in the Course Schedule, and may be in the form of threaded discussions on our classroom Facebook Page, social media marketing badge work posted on your eportfolio, online chapter reviews or other assignments. Since some learning activities would normally be carried out during classroom time, some of these activities are considered part of the online instruction time, and others are considered homework. Online Instruction Homework Chapter Presentation Review Weekly Discussion Participation Social Media Marketing Badges (preparation) Chapter Readings Social Media Marketing Badges (completion) eportfolio Extra Credit Chapter Study Guides Extra Credit Social Media Certifications

3 COURSE POLICIES General Expectations All written assignments must be typed to be considered for credit. Complete assigned readings before engaging in the week s activities. Students will respect that it may take up to 48 hours for the professor to respond to an inquiry, and understand that sending numerous follow-up s within that 48-hour period will not expedite a response. Students struggling in the course will come to the professor to seek guidance sooner than later. Students will conduct themselves in a professional and mature manner at all times while in class, working with teams and communicating online ( , Blackboard, etc.). Students are expected to take responsibility for their own learning. It is not the professor s responsibility to manage your time, deadlines or out-of-class project requirements. Work will be submitted on time. Assignments submitted late will be penalized 10% per day. Technology Knowledge Expectation Basic Internet skills and access to word processing software are required for this course. Many options are available for students who desire to review Internet basics - including College courses and free online tools. Participation Students deciding not to participate in this course, retain responsibility to drop the class. Students who choose not to participate in the course and do not drop the class will receive an earned grade per the syllabus grading rubric. Plagiarism Policy Academic integrity is taken very seriously in this course. Plagiarism is any conduct in academic work or programs involving misrepresentation of someone else s words, ideas or data as one s original work. Cheating is the use of any unauthorized materials, or information in academic work, records or programs, the intentional failure to follow express directives in academic work, records or programs, and/or assisting others to do the same. You are responsible for authenticating any assignment submitted to an instructor. If asked, you must be able to produce proof that the assignment you submit is actually your own work. Therefore, I recommend that you engage in a verifiable working process: Keep copies of all drafts of your work, make photocopies of your research materials, write summaries of research materials, save writing center receipts, keep logs or journals of your work, save drafts/revisions of assignments under different file names, etc. The inability to authenticate your work, should I request it, is sufficient grounds for failing the assignment. Academic dishonesty, including, but not limited to falsification, plagiarism, cheating or fabrication, which compromises the integrity of an assignment, a college record or a program is in violation of Saddleback College s Student Code of Conduct. Please review your Student Handbook to fully understand your responsibilities within this important college policy. Americans with Disabilities Act Students with disabilities who need accommodations to achieve course objectives should file an accommodation application with Special Services and provide a written plan of accommodation to instructors prior to any accommodations being provided. Contact a Counselor/Specialist or the Director of Special Services at SSC 113 or (949) for assistance with this process. Privacy The Family Rights and Privacy Act of 1974 restricts the release of certain student information such as grades. Therefore, please do not call for grade information. Your grades will be made available through the JupiterGrades link found in Blackboard, and final grades will be posted through MySite.

4 ASSESSMENT OF STUDENT LEARNING Social Media Pre-Test Every student is expected to complete a social media pre-test to give the professor a better idea of the spectrum of learners in the course. Further details on the outcome of this pre-test will be discussed online. Online Discussion Participation Contribute thoughtfully to items posted or your own postings about relevant social media marketing topics on our course Facebook page at least three times throughout the course of our semester. eportfolio Students will create an eportfolio using Weebly (a web site template platform). The eportfolio will be used for posting Social Media Marketing Badge work. Further details will be shared online. Social Media Marketing Badges Students are expected to earn THREE social media badges plus the Campaign Badge (your final project). There are eight social media platform badges to choose from: Constant Contact, Facebook, Google+, Instagram, LinkedIn, Pinterest, Twitter, and Vine. To earn a badge, you must complete at least TWO of the following requirements: Project, Discussion Post, Social Media Marketing Audit (case study), or a Udemy Lesson. This process is most easily managed by completing the SMM Badge Plan (below). Details and links to content for each badge are posted in our Blackboard classroom. OPTIONAL Extra Credit Chapter Study Guides If you miss an assignment or feel you would benefit from an entry-level educational experience, you can complete a Chapter Study Guide for 10 points of extra credit each. Only the True/False and Multiple Choice questions are required for credit. The discussion questions are for your own self-reflection or a continued conversation in class with the professor. OPTIONAL HootSuite University Certification The HootSuite University program is the industry standard for social media and marketing professionals seeking to increase skills in HootSuite and other social media tools and tactics. Five courses are completed using online, video courseware packages, and learning is supplemented by option Lecture Series sessions on specific topics of interest. Completion of the program earns students industry-recognized credentials to place on resumes, professional web sites and social media profiles. OPTIONAL HubSpot Inbound Marketing Academy Certification HubSpot's Inbound Marketing Certification includes nine classes that cover the core elements of inbound marketing strategy. These classes are the bread and butter of what inbound marketing is all about. Course Survey The final exam will be a comprehensive review of all material covered in the course throughout the semester.

5 Course Evaluation Optional Orientation Social Media Pre-Test Online Discussion Participation Social Media Marketing Badges 25 points of extra credit 10 points Pass/Fail (score doesn t affect your grade) 60 points total (3 Posts x 20 pts. each) 580 points total eportfolio 40 points SMM Badge Plan 40 points Badge #1 100 points Badge #2 100 points Badge #3 100 points Campaign Badge 200 points Additional Badges 50 points of Extra Credit each Partial Badges ExC Chapter Study Guides HootSuite Certification HubSpot Certification Course Survey GRADING POLICY 10 points of Extra Credit for individual assignments within each badge 10 ExC points each (70 total ExC points possible) 25 points of Extra Credit 25 points of Extra Credit 50 points Total Possible 700 points Grading Scale: A = % B = 80-89% C = 70-79% D = 60-69% F = 59% & below REQUIRED ENTRY SKILLS 1) Willingness and ability to set up a Facebook, Twitter, Vine, Instagram, YouTube, Pinterest and possibly other similar social media profiles. (Note: You will not be required to set up a profile using your real name or information. However, you may be required ed to set up such profiles using aliases or pseudo names). 2) Basic knowledge of social media terms and concepts, including basic concepts such as: hashtags, followers, likes, tweets, posts, tags, trending stories, etc. (If you don t currently know what each of these mean, then you need to do some research before you begin this class.) 3) Access to a computer, smartphone, tablet, ipad or other device with internet access and the ability to download applications. (Either ios or Android is acceptable.) 4) A willingness ness to experiment with technology, fearlessness of failure, and an open mind, eager to discover new marketing opportunities using social media tools and applications.

6 COURSE SCHEDULE AND CONTENT OUTLINE (Subject to Revision and Unexpected Changes) Week Date Chapter Topics Homework by the END of the week Week 1 6/15-21 Introductions, Syllabus Review, Housekeeping (Ch.1) Why Social Media Social Media Pre-Test eportfolio Set-Up on Weebly Submit your SMM Badge Plan Read Chapter 1 Chapter 1 ExC Study Guide OPTIONAL Orientation: Thursday, 6/18 from 6:00-7:00 pm in BGS 250 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 6/22-28 (Ch.2) Goals and Strategies 6/29-7/5 (Ch.3) Identifying Target Audiences 7/6-12 (Ch.4) Rules of Engagement 7/13-19 (Ch.10) Social Networks 7/20-26 (Ch.14) Social Media Monitoring 7/27-8/2 (Ch. 15) Social Media Marketing Plan Badge #1 Due (6/28) Read Chapter 2 Chapter 2 ExC Study Guide Read Chapter 3 Chapter 3 ExC Study Guide Badge #2 Due (7/12) Read Chapter 4 Chapter 4 ExC Study Guide Read Chapter 10 Chapter 10 ExC Study Guide Badge #3 Due (7/26) Read Chapter 14 Chapter 14 ExC Study Guide Read Chapter 15 Chapter 15 ExC Study Guide All Discussion entries due by 8/2, 11:59 pm Week 8 8/3-7 Campaign Badge Campaign Badge Due (8/7) Course Survey Due by Friday, August 7th, at 11:59 p.m. ONLINE