In this 4-unit distance learning course, you will learn how to promote your organization, product, personal brand, creative endeavor and/or professional services using the appropriate and applicable social media platform(s) for your industry.

This course is the foundation for ETWR 1472, which explores the measurement of social media activity in more detail as well as for ETWR 1370, which explores the legal and ethical best practices for social media engagement. There is also a course, ETWR 2376, which is dedicated to further developing a WordPress blog. 

There are no required textbooks you need to purchase for this course.

All learning materials will be presented to you in Blackboard and include PowerPoint presentations, PDF and Word documents, news articles, videos and internet links.

Module 1: Planning Your Social Media Presence

Concept/Planning/Goal Setting/Target Audience/ Competitive Analysis

OUTCOMES: By the end of this lesson, students will:

1. Prepare a social media campaign planning presentation report which will include a description of goals and action plan to achieve them. Included in this report will be the following elements:

a. Construct a target audience persona which will identify their target audience and how they will target them.

b. Develop a written competitive analysis summary document which will differentiate them from the competition and establish their value proposition.

Module 2: Content Strategy/ Editorial Calendar / Scheduling Content 

OUTCOMES: By the end of this lesson, students will:

1. Have a content strategy mapped out identifying content pillars for 20 posts

2. Create an editorial/content calendar with 20 actual posts written and designed

Module 3: Social Listening 

OUTCOMES: By the end of this lesson, students will:

1. Understand the process and importance of social listening

2. Analyze social media posts and comments information

3. Write a post crisis response policy for a social media management team

Module 4: Social Media Campaign Performance Analysis 

OUTCOMES:
By the end of this lesson, students will:

1. Understand the various types of metrics used in evaluating social media performance.

2. Analyze metrics and provide recommendations for future content based on the findings.

Module 5: Social Media Influencers and Monetizing Content 

OUTCOMES:
By the end of this lesson, students will:

1. Evaluate current events relating to social media content and publishing responsibilities.

2. Evaluate influencer marketing on social media platforms.

3. Understand the opportunities, rules and risks of monetizing social media content.

4. Know how to write blog content for the web.

Module 6: Social Media and Mental Health 

OUTCOMES:
By the end of this lesson, students will:

1. Evaluate current events relating to social media and mental health.

2. Conduct research on the topic.

4. Create an infographic demonstrating an understanding of the topic.

Optional Final: BlackBoard Quiz

NOTE If there are any changes to this schedule, they will be posted in BlackBoard.

COURSE LEARNING OUTCOMES & GENERAL EDUCATION COMPETENCIES

By the end of this course, you will have completed the following: 

1.    Learned how to promote your organization, product, personal brand, creative endeavor and/or professional services using the appropriate and applicable social media platform(s) for your industry.

2.    Discovered the best practices for adhering to the rules of online etiquette, how to build an online community as well as curate content that is relevant to your audience.

3.    Executed a complete social media campaign across at least two platforms which includes effective written and visual content. A social media platform can be Facebook, Instagram, Twitter, Pinterest, Snapchat, YouTube or LinkedIn.

4.    Analyzed metrics and outcomes from a launched social media campaign.

5.    Demonstrated the knowledge, skills and ability to either effectively manage the social media communications for their own company and/or work for a company as a social media manager (titles and seniority will vary between employers).

In this course, students will develop the following skills:

Oral and Written Communications

Critical Thinking and Problem Solving

Technological Literacy

Professionalism

Leadership and Self-Direction

Creativity and Innovation

Ethical and Social Responsibility