About the class
SPRING 2017
Social media is big business. Facebook is worth $350 billion and Snapchat is planning to go public in 2017. This class will explore the best practices for individuals and companies in the ever-changing and important world of social media. We will achieve our desired course outcomes through use and discussion of social media platforms, reading and discussing the book and by making a commitment to keep up with the latest news in the world of social media (each class will start with a discussion about what is new that day/week in social media).
Course outcomes:
- You will understand how a person can use social media to build a personal brand
- You will understand how an organization or company can use social media to achieve its goals
- You will know how to measure the success of social media campaigns
- You will know how to create great content on social media
- You will learn how to evaluate new social media tools
- You will realize that social media is no longer an easy place for marketing success
Groups: You will work both as an individual and in groups during this class. You are expected to help people in your group achieve their social media goals.
How to get an A: Show up on time, turn in your assignments on time, pay attention in class, participate in class, apply concepts learned in class to assignments.
Course materials
Required book: Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World, by Gary Vaynerchuk.
Facebook group: Drake Social Media Strategies
Facebook pages: facebook.com/drake.social.media … facebook.com/lovedrakeuniversity … facebook.com/DrakeDigitalNews … facebook.com/heartdesmoines
Twitter accounts: @drake_social … @DrakeDigiNews … @heartdesmoines
Instagram accounts: @drake_social … @DrakeDigiNews … @heartdesmoines
Class blog: heartdesmoines.com
Class schedule
Jan. 23
In-class: Class intro / First posts
Jan. 25
In-class: Social media in 2017 / audit
Reading: JJJRH Ch. 1
Homework due: Join FB Group, Like FB pages, Twitter, Instagram accounts
Jan. 30
In-class: Great content / Blogging
Reading: JJJRH Ch. 2 + 3rd Annual Survey of 1000+ Bloggers
Homework due: Social media audit / improvements
Feb. 1
In-class: Blog work day
Feb. 6
In-class: Native content
Feb. 8
In-class: Native content rapid prototyping
Homework due: First blog post
Feb. 13
In-class: Company audits on DDN and Heart DM
Homework due: Native content assignment
Feb. 15
In-class: Facebook in 2017
Reading: JJJRH Ch. 3 + How Facebook News Feed Works
Homework due: Company audit, goals and plan
Feb. 20
In-class: Evaluate blogs / Twitter in 2017
Homework due: JJJRH Ch. 4 + 2017 Is the Year That Twitter Learns to Thrive or Dies
Feb. 22
In-class: Opportunities in other social networks
Reading due: JJJRH Ch. 5-8 + Inside Instagram’s reinvention + Inside the Instagram Algorithm + No, Snap Isn’t the Next Twitter. In Fact, It Might Be the Next Facebook
Feb. 27
In-class: Facebook and Twitter analytics
Reading due: Using (Facebook) Page Insights + How to use Twitter Analytics (including links on left side)
March 1
In-class: In-class analytics exercise
Homework due: In-class analytics (end of class)
March 6
In-class: Social media research & experiment intro
March 8
In-class: Presentations on social networks so far
Homework due: Presentation on content/results in progress
March 13, 15
NO CLASS – SPRING BREAK
March 20
Work day
March 22
Present social media research
Homework due: Research presentation
March 27
Social strategies / frameworks (presentation) – Get final projects
March 29
Rapid prototyping
Homework due: Second blog post
April 3
Present social media experiments
Homework due: Experiment presentations / Participation on Twitter & FB Group
April 5
NO CLASS
April 10
Viral content
April 12
Work day
April 17
Viral content discussion
Homework due: Viral content
April 19
Work day
April 24
Analyzing new social media networks
April 26
New social networks presentations
Homework due: New network presentation
May 1
TBA
Homework due: Paper on social posts / results
May 3
Final presentations / social media campaign for company or organization
Homework due: Final strategy presentations
