COURSE: CDPR 121 SOCIAL MEDIA FOR EXECUTIVES COURSE OUTLINE FOR SPRING 2015

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1 COURSE: CDPR 121 SOCIAL MEDIA FOR EXECUTIVES COURSE OUTLINE FOR SPRING 2015 INSTRUCTOR: Lina Duque, MBA COURSE DESCRIPTION: This course is designed to assist executives and entrepreneurs in understanding how to use social media in a meaningful way to build their personal brand, manage their online reputation and develop thought leadership within their sector or industry. COURSE OBJECTIVE/LEARNING OUTCOMES: After completing the course and participating in Set up a Twitter account, build a following and network with target audience and top influencers Generate content for their blog and promote blog posts by implementing social media tactics Create a compelling LinkedIn profile and strategically use LinkedIn as a thought leadership platform Use social media tools and platforms to craft and manage a strong personal brand Optimize their online presence including managing multiple social media profiles and monitoring their online reputation. Pitch story ideas to mainstream media as a tool that adds credibility to their brand Understand the business case for social media and how to use their personal brand to enhance their company s overall brand visibility Understand the fundamentals of effectively writing for social media TEXTBOOK & READING LISTS: See suggested readings below OTHER MATERIALS: N/A METHOD OF INSTRUCTION: In-class, bring your own device (laptop or tablet) METHOD AND SCHEDULE OF STUDENT EVALUATION: N/A Page 1 of 5

2 COURSE SCHEDULE: This course is 4 classes in duration. Class Objectives Agenda April 8 Building a Following on Twitter Set up an account on Twitter and gain followers Write tweets that drive engagement and sharing Network with influencers and senior executives on Twitter Schedule postings to appear during peak traffic times to maximize visibility Leverage the organic nature of Twitter to grow their business and expand their marketing reach How to Tweet Your Way into the C-Suite, Forbes 31 Twitter Tips: How to Use Twitter Tools and Twitter Best Practices for Business, Forbes How To Dramatically Increase Your Twitter Following, Forbes Step-by-step guide to creating an account on Twitter, including profile bio, links and pictures In-class activities: how to tweet and use hashtags Case studies on engaging with influencers Examining language guidelines for Twitter Assignment: Create a 4-week Twitter Action Plan April 15 Leveraging LinkedIn as a Thought Leadership Platform The Global Social CEO Survey, Brandfog Create a targeted, compelling LinkedIn profile Implement tweaks to enhance their profile and produce higher search result rankings Manage their LinkedIn account and privacy settings Expand their network of connections within specific industries 22 LinkedIn Secrets LinkedIn Won't Tell You, Forbes 5 Tips from LinkedIn s Top Posts of All Time Guest speaker: Executive shares strategy of using social media, alongside others tools, to land current role Step-by-step guide for creating a LinkedIn profile managing LinkedIn account settings Tactics and best practices for adding connections Assignment: write your LinkedIn profile headline and summary Page 2 of 5

3 April 22 Generating Content for Your Blog Write blog posts to share their knowledge and develop thought leadership within their space Implement writing best practices and understand basics of writing for the web Generate article ideas for their blog Self-publish and promote blog posts on LinkedIn Create an editorial calendar of blog post ideas Pitch story ideas to mainstream media as a tool that adds credibility to their personal brand Guest speaker: Executive shares strategy of producing content for their blog Creating an editorial calendar to plan and promote blog posts Examining writing guidelines for the web In-class activity: write the introduction to a blog post Assignment: Write a blog post within your area of expertise 7 Tips to Getting Your Articles Published, LinkedIn The Ideal Length of Everything Online, Backed by Research, Bufferapp Blog Best times to post on social media [Infographic], Social Media Today 5 Tips from LinkedIn s Top Posts of All Time Page 3 of 5

4 April 29 Optimizing Your Online Presence and Responding to Social Media Crises Manage their profiles on multiple social media platforms simultaneously Monitor and manage their online reputation by implementing various tactics Respond to negative commentary online Devise a response plan when faced with a social media crisis that could potentially harm their company s reputation Devise a social media policy for their company/start-up, which provides guidelines for employees on social media usage How to manage your personal brand while keeping your day job, The Globe and Mail 5 Easy Tips to Optimize Your Online Presence, LinkedIn How a social media misstep became a lesson learned at Labatt, The Globe and Mail using social media management tools to schedule postings and manage multiple accounts applying online tools to manage reputation In-class activity: Devise a response plan for a social media crisis Examining a social media policy template ACADEMIC INTEGRITY: Ryerson University and The Chang School are committed to the principles of academic integrity as outlined in the Student Code of Academic Conduct. Students are strongly encouraged to review the student guide to academic integrity, including penalties for misconduct, on the academic integrity website at and the Student Code of Academic Conduct at RYERSON STUDENT All students in full and part-time graduate and undergraduate degree programs and all continuing education students are required to activate and maintain their Ryerson online identity at in order to regularly access Ryerson's , RAMSS, my.ryerson.ca portal and learning system, and other systems by which they will receive official University communications. COURSE REPEATS: Senate GPA Policy prevents students from taking a course more than three times. For complete GPA Policy see policy No. 46 at Page 4 of 5

5 RYERSON ACADEMIC POLICIES: For more information on Ryerson s academic policies, visit the Senate website at Course Management Policy No. 145 Student Code of Academic Conduct No. 60 Undergraduate Academic Consideration and Appeals Policy No. 134 Accommodation of Student Religious Observance Obligations Policy No. 150 Academic Accommodation of Students with Disabilities Policy No. 159 Student Code of Non-Academic Conduct No. 61 Examination Policy No. 135 Policy on Grading, Promotion, and Academic Standing Policy No. 46 Page 5 of 5