I am putting together a proposal for a social media marketing course to be taught as a hybrid – online and in person. I have already benefited from great / generous help and suggestions from the members of my SM “family” including @dstevenwhite @chuckmartin1 @andressilvaa @AlanSee @joebobhester @CraigEYaris @aboyer and others. Of course none of them are responsible for the oversights, errors and silliness evident in the tentative plan, which follows.
My preliminary thoughts on the SMM Course follow. Please comment, twitter (ProfessorGary) or email me (email@example.com) with any corrections, suggestions or thoughts.
Only pre-req is Principles of Marketing. It is suggested that students ultimately take the offered courses in Internet Marketing and Integrated Marketing Communications.
Objective: To understand the principles of social media marketing, how SMM differs from standard marketing and internet marketing, and to be able to use social media to support the mission of a professional, business or non-profit organization.
Social Media Marketing is not Internet Marketing. In internet marketing promotional tools such as direct selling, coupons, advertisements are brought online and established success measures include SEO, click-throughs, etc. Social Media Marketing is really social networking online: reaching out and advancing real relationships with customers, prospects, and stakeholders. Promotional tools used in SMM are often jarring and counter-productive.
The “big four” for professional Social Media Marketing (per @michellegolden) are:
- Networking – what it means and how it is done
- Networking vs. Marketing: conflicts and synergy
- Using the “Big Four”
- Other important social media (presentations by student teams)
- Measures of influence – Google analytics, Klout, etc. What do they really measure? Do they really matter?
- Organizational Applications of SMM
- Setting organizational goals and tracking them
First Major Project: Your service or voice (starts immediately):
- Set up big four
- Use at least one other – Flickr, Foursquare, YouTube, etc.
- Set goals for semester (with measures)
- periodic progress reports and goal modifications
- Final self-assessment
2nd project: Organizational Assessment – An organization that volunteers to be class project (Start about four weeks into the course):
- Four person teams from class compete to come up with best plan for SMM
- Strategy and action plan for organization – written and presentation (videotaped and posted)
- Best group presents to the organization (videotaped and posted)
- Early in semester once a week live meetings in person (some remote by conferencing)
- Weekly scheduled twitter discussion
- Facebook postings irregularly
Course Information – its own Facebook site
- Online text comprising selected chapters from FlatWorld “Online Marketing” text and other readings.
- One practitioner book such as SMM for idiots, SMM for professionals, SMM for the CEO, etc.
Again, I eagerly await criticism, abuse, ideas, and suggestions!