MKTG 240 - Social Media Marketing
This course studies the applications and methods utilized to promote businesses and organizations via digital tools and social media. It includes interface uses and best practices. Students will create and manage various social media sites while completing writing and reading assignments, quizzes and tests. The course also includes an overview of how to use social media platforms to supplement traditional marketing strategies. It is recommended that students have basic keyboarding, Internet and computer skills. Students must be able to access and interact with various social media websites, including but not limited to Facebook, Flickr, YouTube, LinkedIn, WordPress and Twitter.
This particular learning module will help students gain the necessary skills and practices needed for continuous content creation.
Managing multiple social media accounts is hard work, and sometimes that creative well runs dry. This week we will explore various ways to keep the content flowing.
I know you're very busy managing your social media accounts. Hopefully, this week's learning module will help.
This module is designed to be completed over the course of one week. Students are executing approved editorial calendars and posting content on Facebook, Flickr, Twitter and WordPress blogs, while creating new editorial calendars for the following week, on top of exploring the topics discussed in this module.
Students have been managing multiple social media accounts for several weeks now. Their creative wells may be running dry. This week’s lesson should give them the skills needed to create multiple forms of content under the pressure of looming deadlines.
Being creative is not easy, BUT...
You are managing four social media sites!
This week you are responsible for executing your approved editorial calendars and posting content on your Facebook, Flickr, Twitter and WordPress blogs, while creating new editorial calendars for the following week, on top of exploring the principals discussed in this module. That's a tall order! Can you feel the burn?
No worries, though! This learning module will empower you with the skills needed to create multiple forms of content under the pressure of looming deadlines.
Throughout this week, complete your approved, first editorial calendar. Most of your calendars have been approved. Check your grade book for feedback. Utilize at least two of the free online resources covered or discussed in this course to complete your editorial calendar. Let me know which resources you use.
You will be graded on the following:
This assignment is worth a total of 80 points. Include links to all of your social media sites or About.me portal.
Social marketing isn’t for the faint of heart, and one of the hardest responsibilities of a social media marketer is being creative and generating new ideas for content.
Let’s explore some tips to help keep the content flowing. Read the slideshow below.
Examine all of the different content types you have used or learned about during this class. (Please use the below slideshow we studied earlier in the semester to refresh your memory, if needed.)
Create a list of five content types, with brief descriptions, that you can or do use when posting to social media accounts and publish it as an update along with your About.Me URLs.
Read your fellow classmates' updates. You must reply to at least two other classmates' posts. Replies must be at least 80 words and include at least one additional idea for his or her marketing efforts. Scope out the classmate's accounts if you need to. You can learn a lot from each other and discover new content types by participating in this assignment.
Your initial post is worth 20 points. This time your replies are worth 10 points each.
This assignment is worth a total of 40 points. Your initial update must be at least 300 words and no more than 600 words, but it can be written in a list format.
Some students have a really hard time being creative and thinking of innovative ways to share their brand's story. I suggest you create a Pinterest board full of social media marketing resources. Please check out my board below as an example. Please note, that students can use Pinterest themselves as idea boards where they can curate content for sharing and create a repository of awesome content for inspiration.
Engagement is your reward for success content marketing. You want that viral video. You need an engaged audience to help your efforts pay off.
SproutSocial has some great advice for engaging followers across social media platforms. Let's explore!
A Case Study
Ford was an early adopter of social media, and the brand continues to expand its content marketing and social media strategy. How does it keep up in the everchanging social media marketing landscape? Read the article How Ford Keeps Up in the Content Fast Lane.
Create an update and share a business, product, blogger or brand that you follow on any social media account. Be sure the business, product, blogger or brand is doing a good job of creating fresh content and fostering engagement. Share specific examples with screenshots and URLs and explain why this business, product, blogger or brand serves as a good case study example.
Read your fellow classmates' updates. You must reply to at least two other classmates' updates. Replies must be at least 30 words. Discuss any why you do or do not think the provided example serves a good case study of efficient marketing efforts.
Your initial post is worth 20 points. This time your replies are worth 5 points each.
This assignment is worth a total of 30 points. Your initial update must be at least 300 words and no more than 600 words, but it can be written in a list format.
Students should be thinking about ways to increase engagement and save time. Be sure to search for recent articles and share the most up-to-date information with your students. Be sure to check out the content I found below:
When you find great content? Why not share it? Remeber, always include links and/or credits to your sources.
What's the difference between creating content and curating? Watch the video to find out.
When you are curating content, you are scoping out tweets and Facebook posts for videos, articles and photos that you think your followers will enjoy. Be sure to like other pages as your page, and use Facebook as your page. Explore your page's newsfeed and share appropriate content or save the content for sharing later.
Remember, always be sure to give credit to your sources. Refer to L&C's Copyright Information that we studied earlier this semester if needed.
Build your second editorial calendar, and post it as an update. Be sure to include a link to your About.Me profile when posting your update.
Read your fellow classmates' updates. You must reply to at least two other classmates' posts. Replies must be at least 30 words and include at least one additional idea for his or her marketing efforts. This time, you must scope out the classmate's accounts and give pertinent, relative information specific to his/her brand or business.
Your initial post is worth 55 points. This time your replies are worth 10 points each.
Next week, your second approved Editorial Calendar will serve as your Facebook, Flickr and Twitter posts assignment, and as your WordPress writing assignment. This editorial calendar assignment is worth 65 points.
You can not stress the importance of citing sources enough. Be sure students are sharing and not stealing content.
Be sure to share your school's copyright guide. Here is the one we use at Lewis and Clark Community College.
As a social media marketer, you must be able to show how well your efforts are working. Social media monitoring is a great way to do just that.
This week you will learn how to monitor your social media sites to gather data and use that data to evaluate your marketing efforts.
Social media monitoring (SMM) is the process of tracking, measuring and evaluating an organization’s social media marketing initiatives. SMM began as a way of tracking harmful comments and avoiding PR disasters. Unmonitored, damaging remarks can have a negative impact on a brand’s reputation and future.
Let's explore more about the monitoring process. Please read the slideshow below.
Get creative when utilizing the knowledge you learned from monitoring.
Take all the data you find when monitoring and use it to inspire the management of your social media sites. The Pizza Giveaway featured in this video is an awesome example of using social media monitoring creatively. Who wouldn't want a free pizza?
Throughout this week, complete your approved, second editorial calendar. Most of your calendars have been approved. Check your grade book for feedback. Utilize at least two of the free online resources covered or discussed in this course to complete your editorial calendar. Let me know which resources you use.
You will be graded on the following:
This assignment is worth a total of 80 points. Include links to all of your social media sites or About.me portal.
You may also want to encourage students to explore other free social media monitoring tools. Be sure your resources are up to date, because these links get broken often.
Every social media marketer needs to know how and when to apologize.
Sometimes you may need to hide or delete an offensive post. Other times you may find yourself apologizing for a mistake or misjudgment. Either way make sure to be thoughtful with your decisions.
New Brand Analytics put together this great guide, "How to Apologize on Social Media." There is some great advice here.
Pretend you are the owner of the Marvel Theater. Use the above guide to respond to the following the post on your Facebook page. Should you apologize? How should you address this post?
Post your response as an update. Read your fellow classmates' updates. You must reply to at least two other classmates' updates. Replies must be at least 30 words. Discuss any why you do or do not think the response is appropriate.
Your initial post is worth 20 points. This time your replies are worth 5 points each.
This assignment is worth a total of 30 points. Your initial update must be at least 300 words and no more than 600 words, but it can be written in a list format.
Be sure to stay in the know. Follow the top blogs and get the best newsletters. If there is time, incorporate some case studies on social media crises and, pay particular attention to the Kitchen Aid example. This is very plausable.
Based in Seattle, WA, Simply Measured aims to help marketing professionals understand data. In line with that goal, it offers free Facebook Insights, Fan Page, Content Analysis and Competitive Analysis reports.
It also offers free Twitter Follower and Customer Service Analysis reports.
Check out the free reports. But, don't get ahead of yourself...
You will be requesting one of the free Facebook reports. You can choose from:
Use the below guide to help you generate a free marketing report from Simply Measured. Do not request a free trail or schedule a demo.
Choose one of the Facebook reports listed in the attached guide and complete the process. Simply Measured will email a link to the online version of your report. Be sure to download the Excel or PowerPoint version of the report from the web site. You will write an analysis of your report by focusing on the interesting data you find. You must include the report as an attachment when you submit this assignment.
You will earn points for the following:
This assignment it worth 50 points. Your analysis should be at least 300 words and no more than 600 words. Please note, this assignment is not due until the end of the semester, Friday, May 13 at 4 p.m.
As the semester ends, students may need words of encouragement. I like to send out inspiring or funny quotes or gifs. You can search for gifs by using the “Animated” type under Google’s Search Tools. Please see the screenshot below.
I will be giving each one of the social media sites you have been managing for this course a final grade. It is time to prepare your accounts for their final evaluation.
Let's see how those sites are performing!
Complete your approved editorial calendar from last week.
You will be graded on the following:
This assignment is worth a total of 80 points. Include links to all of your social media sites (or your About.me URL) and your approved editorial calendar as an attachment when submitting this assignment.
Social Media Sites Final Grades
I will be giving each one of the social media sites you have been managing for this course a final grade.
You must submit this assignment Friday, May 13, by 4 p.m.
Here is a detailed rubric:
Worth a total of 50 points:
WordPress blog
Worth a total of 30 points:
Twitter feed
Worth a total of 20 points:
Flickr account
Worth a total of 20 points:
LinkedIn account
Worth a total of 20 points:
Personal Portal Site (About.me)
Worth a total of 20 points:
All of your social media accounts combined will be worth a total of 140 points. Include links to all of the above social media sites OR to your online portfolio (if it contains links to all your sites, which it should) when submitting this assignment. Don't forget, you must submit this assignment by the end of the semester at 4 p.m. Friday, May 13.
Thank you for completing my class! Have an awesome summer!
I allow students all the time possible to complete their assignments, right up until the semester ends. I also allow students to resubmit work if they do not like the grade they received.
If you have any questions about this learning module, please contact me at ljett@lc.edu.