TEACHING SOCIAL MEDIA

MARKETING

Tracy Tuten, East Carolina University

Michael Solomon, Saint

Joseph’s University

Key Text Topics

Part 1: Strategic planning for SMM Part 2: Social zones Part 3: Social research and

measurement

Zones of Social Media

Exemplar Channels

Resources

Zonesofsmm.com hub for content Sample syllabi Current events feed Links to videos and paper.li

YouTube playlists organized by zone Diigo social bookmarking group Paper.li for daily current events IM, PPTs, Test bank available from

Pearson

Updates on Current Events

Diigo Shared Social Bookmarking Group

Links to Video Playlists

Daily Paper.li

Course Structure: Activities

Group Options Create a SMM Plan for a client Execute an Impact Project Conduct a SMM audit for a brand and its

major competitor Lead the class on a development in SMM

Individual Options Ongoing content creation – blogging,

tweeting SM presence – Footprint improvement

Course Challenges

Monitoring and grading micro-content

Maintaining balance between traditional course activities (reading, lecture) and true involvement (content creation)

Encouraging students to develop a somewhat professional identity in social media

New developments in the industry daily

A New Generation...

An Old Professor

“…we’re all bozos on this bus.” Firesign Theater 1971

The Platform Tutorial

1. Group presentation during the semester:

A 15 minute lesson on a social media platformWhat is it?Who uses it?What need(s) does it satisfy?HOW DO WE USE IT?How can it be improved?

The Platform Tutorial

2. End-of-term project and “pitch” to VCs (i.e. classmates):

A marketing plan based upon one or more of the platform improvements the group suggested during Phase 1

3. The VCs vote on the best pitch. The winning group receives backing (i.e. bonus points from their benevolent and wonderful professor).

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The Critique

Small profit on pay-for-play versions Free versions have extensive

advertisements Many competing social media games Overextending the brand

American Diabetes Association Social Media Strategy: Facebook

User Profile Follow Other Users Create Driving Route Search for Routes Updates Road Conditions

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Social Media & Experience Strategy•Develop secondary Groupon platform targeting merchants where consumers are spending their non-discretionary income.

•Investments•Housing•Insurance•Auto

At the End: An Archive of Tutorials

Q&A?