Interested in strategically using SnapChat, Instagram, Facebook or other social media platforms to further your professional goals during and after college? This is the course for you.

In this introductory module, we begin by building the framework for a successful social media campaign. We learn about the strategies industry professionals use to prepare for content creation such as: concepting, planning, setting goals, establishing a target audience, and analyzing key competitors. We start this module by thinking through our “big picture” goals and end with writing out a clear plan of attack.

By the end of this module, students will:

• Understand the nature and purpose of a social media campaign. They will create a social media campaign planning document which will include a description of their goals and action plan to achieve them.
• Construct a target audience persona which will identify their target audience and how they will target them.
• Develop a written competitive analysis summary document which will differentiate them from the competition and establish their value proposition.
• Create social media profiles on at least two social media platforms if they do not already have accounts created.

Students complete six key assignments as part of this module:

1. An initial discussion to introduce themselves to their classmates.
2. A Marketing Plan document that shares their brand identity and business goals
3. A Target Personas document that details three examples of their target audience.
4. A Competitive Analysis document which details their top three identified competitors,
5. An Competitor Monitoring Plan that will aide in tracking worthwhile industry peers, as well as monitoring their behavior.
6. The creation of two social media platforms.

How will I be graded?

Beyond completing the above projects and engaging in discussions with Peers via Scholar, students also submit a comprehensive Project Planning Portfolio which will detail each plan formed during the module.

How long does the course take to complete?

Plan on dedicating at least 6-8 weeks to this course, as many elements involve responding to other classmates and peer reviews.

In order for me, your instructor, to deliver the best possible course, please let me know about your prior social media knowledge. Click here to take the pre-course assessment survey. Answers will be used to tailor course content to the overall skill level of the group.

In this module, we begin by building the framework for a successful social media campaign. We learn about the strategies industry professionals use to prepare for content creation such as: concepting, planning, setting goals, establishing a target audience, and analyzing key competitors. We start this module by thinking through our “big picture” goals and end with writing out a clear plan of attack.

What IS Social Media?

Social media is a broader term than most people think. There are the big names in social media such as Facebook, Instagram, YouTube, etc., as well as emerging platforms such as TikTok. But those are platforms; they are not "social media." The engagement with others on those platforms is the "social" part and the content created to publish on those platforms that is the "media" part.

People Interacting Together + Content + On an Online Platform = Social Media

In this course, you will learn how to use some of the most popular platforms’ basic features responsibly and effectively (aka "social"). You will also learn how to write content (aka "media") for those platforms. Whether you are using social media to connect with friends and family or using it to sell a product or service, the skills you will learn in the class will help you get more out of your engagement and offer more value to your targeted audience.

Take a moment and reflect on why you use social media. When you log in, what are your expected outcomes?

Social media is more than puppies and cupcake recipes; it is a massive channel for businesses and consumers to interact and generate revenue. An estimated 50 million+ businesses use Facebook to connect with customers, build brand awareness, and capture sales. 

While many use the platforms for casual and informal “friendly” interactions, the type of interactions we will focus on in this course are commerce-related. This course is designed to teach students the skills necessary to write content and use social media platforms for corporate purposes.

In this class, you will learn how to research and analyze target audiences so you can craft better content that will resonate with them. After all, if you are competing in a sea of 50 million+ other businesses, narrowing your focus and perfecting your message will help you stand out in the crowd. You will also learn how to plan, schedule, publish and evaluate social “media” content.

Now, take a moment and think about which one of three purposes you will focus on with your class project this semester. Students must select from this list:

• To Sell a Product or Service
• To Promote an Artist/Musician
• To Build A Personal Brand

Let’s break each one down a little more. Each student will identify their selected category in this module. The category and brand you select in here will be the same for the other modules.

Picking a Platform

Though they all fall under the same umbrella as social media platforms, each one is unique. Deciding which platform to use is an important strategic decision for all users. There are simply too many to use them all effectively and efficiently. In Module 1, you will be asked to identify the two platforms most likely to have the highest reach and engagement with your target audience. Your target audience research results might surprise you and have you selecting a platform you are not familiar with. My suggestion to you is to embrace it and not worry! This course is focused on creating and editing social media content, but we also learn platform tools. If you decide to use a platform you’ve never used before, starting at zero will not hold you back in class. Take a chance, have fun and learn something new!

Overall your choice in social media platform should reflect your overall brand. Consider the following video if you're not sure how to describe your brand yet:

Not sure about which social media platform to leverage? Consider the following infographic: 

Leverage, LLC, 2019

Comment: This course requires students to work with at least two different social media platforms. Which two do you plan to work with? Why did you select those particular channels? Then, comment on at least 2 other students' thoughts. Use @Name to speak with others.

Make an Update: Find a social media campaign you admire and write a brief statement on why you like it. Does it inspire you to create more interesting content? Is it simply humorous or provocative? Be sure to include a link to the campaign within your update. 

Creating a Marketing Plan is the first step in promoting an organization, creative endeavor or brand identity on social media.

A successful Marketing Plan includes the following sections:

• Business/Brand Summary
• Target Audience Overview
• Social Media Channels Review and Action Plan
• Marketing Goals

To complete this deliverable (assignment), please review each section below and write out your responses seperately.  (These responses will be used as an Update.)

Part 1: Business/Brand Summary:

Describe your business or brand in 3-4 sentences. How would you describe it to a complete stranger or potential fan/customer? What makes your business/brand unique and relevant?

Example Answer:

I’m the lead singer in a heavy metal band called Dark Passenger. Founded in 1999, Dark Passenger consists of three members: Myself (Brad Pitt) on vocals, Rod Stewart on lead guitar and Stan McGee on drums. We are local to the Austin, Texas, area and are heavily influenced by bands such as Metallica and Childish Gambino. We play venues such as The Broken Spoke and ACL Live… (Etc.)

Part 2: Target Audience Overview:

Who is your typical or ideal customer? Do they fall into a specific age group or demographic? Who do you plan to “target” (reach out to) when posting on social media channels? Write 2-3 sentences describing your Target Audience (You will go into more detail in the “Target Audience Persona” assignment).

Example Answer:

Our band, Dark Passenger, has three types of fans. First, there’s the Austin local who loves listening to heavy metal music. He/She is typically in their mid-twenties and lives on the East Side of Austin…. (Etc.)

Part 3: Marketing Goals

Begin with the end in mind. What does “winning” look like in your social media strategy? Do followers or “likes” matter more? How many followers or fans do you aim to have by the end of the semester? Ideally, how do these followers/fans engage (interact) with your business/brand on social media? Again, your goals may shift as you work through this course – we are simply working on the process of creating a plan.

Example Answer: Winning looks like growing the Dark Passenger Instagram account to 500 followers. Followers matter most to us because they are the people who attend our shows…. (Etc.)

Suggested Supplement Material

Hubspot's "The Ultimate Guide to Branding in 2021"

HootSuite's "How to Create a Buyer Persona

MailChimp's "Social Media Marketing" 

Comment: Share your 3-4 sentence Business/Brand summary with the class via a comment. Use @Name to speak with others. Respond to at least 2 classmate's comments. 

Update: Make an update outlining your Target Audience Overview, as described above. Be sure to include as many details as possible, totalling at least 300 words. Then comment on at least two other classmate's updates. 

What is a target audience persona? A target audience persona is a detailed description of your ideal fan, client or customer. It’s a composite sketch that includes - but is not limited to - a person’s demographic, income, hobbies, habits and interests. Constructing a target audience persona is an essential part of the brainstorming/research phase of developing a social media campaign.

How to construct target audience personas

Step 1: Imagine your “perfect” fan, client or customer. They are the person who will attend your gig, buy your product, and/or support your organization.

Target Audience Persona Example: Sam Jones

Example: Sam Jones is a man in his mid-twenties. He’s unmarried but in a committed relationship. He works as a graphic designer for a creative agency and lives in a restored bungalow home in East Austin. He drives a restored ‘55 Mustang purchased from a local shop. He makes between $85,000 to 100,000 per year and spends his free time attending concerts, trying new restaurants and camping.

Remember: Most businesses/brands have more than one target audience persona. After all, many different people like the same brands and businesses, right? In this course, you are required to develop three target audience personas.

Step 2: Consider the products/organizations/music/etc competing for your target audience persona’s attention. If you’re a band, for example, consider who else your fans listen to; what other concerts do they attend? Which albums do they buy or stream? How do they engage with their favorite bands?

Sam Jones' Favorite Band

Example: Sam Jones is a huge heavy metal music fan and enjoys attending many other concerts besides our Dark Passenger gigs. His other favorite bands include Metallica, Pantera and Lady Gaga. He tends to purchase albums from legacy metal bands and stream songs from pop artists. Sam follows his favorite bands on Facebook and Instagram.

Step 3: What are your target audience persona’s preferred communication platforms? How do they prefer to be reached online? This step will help you decide which social media platforms to utilize in this course.

Sam Jones Likes Instagram, Hates Email

Example: Sam Jones hates email because it reminds him of being at work. Instead, he prefers to follow bands on Facebook and Instagram. He loves watching live streams from concerts he can’t attend. When he does attend a concert, he tends to post about it on both Facebook and Instagram. He likes posting photos of himself and his girlfriend with members of his favorite bands, when possible.

Supplemental Suggesting Reading:

Sprout Social's "How to define and reach your target audience on social media"

HootSuite's "How to find and target your social media audience"

Comment: Who is your brand's ideal customer or client? Describe them in 3-4 sentences. Then, comment on at least 3 other classmate's responses. Do they have a similar target audience? 

Update: Make an update in which you share your three main target audience personas, using the questions above as guidance. Then, comment on at least 2 other classmate's updates.

Creating a Competitive Analysis is a crucial step within the research phase of social media campaign development.

A successful Competitive Analysis includes the following sections:

• Identifying Key Competitors
• Analyzing Competitors On Social Media
• Developing a Monitoring Strategy (Ongoing)
• Writing a Unique Value Proposition

To complete this deliverable (assignment), please write out your responses to each section in your personal notes. You'll use your answers in this section's Comment and Update requirements.  

Part 1: Identifying Key Competitors

Who competes for your audience’s attention online? Who are they following or liking on social media? Think through your Target Audience Personas again - by this point you’ve probably considered their hobbies and interests. Use that knowledge to identify probable competitors. Below, please list three potential competitors. Be sure to include reasoning on why they compete with your audience’s attention. Aim to write 3-4 sentences per competitor.

Example Answer: Our band, Dark Passenger, has three main competitors: Metallica, Lady Gaga and John Denver. Metallica is a competitor because their musical style is similar to ours…. (Etc.)

Although this particular analysis will focus on social media, keep in mind the "bigger picture" regarding the competitive landscape. The below video articulates this in more detail:

Part 2: Analyzing Competitors on Social Media

Once you’ve identified three key competitors, look them up on social media. Are they more active on Facebook or Instagram? LinkedIn or YouTube? Where do their fans engage with them most often? Which platform has more fans/followers? At first glance, how do they appear to be leveraging social media to further their business/brand? (Take an educated guess.)

Find each of your three competitors on at least TWO social media sites. Then answer the above questions on your own paper. Aim for 3-4 sentences per competitor, per social media channel. 

Example Answer: Dark Passenger’s first competitor, Metallica, is extremely popular on social media. They are most active on Facebook and Instagram, which they use to post behind-the-scenes photos from their tour and recording studio…. (Etc.)

Comment: Identify your three main competitors as outlined above. Why did you select those three brands? How do they compete for your audience's attention online? Aim to write at least 200 words. Then, comment on at least two other classmate responses. 

Update: Make an Update in which you analyze your three main competitors on social media, using the guiding questions above. Share screenshots (images) of the competitors' social media platforms to use as visual examples. Aim to write 300 words total and include at least three images. 

After identifying and analyzing your competitors, it’s important to keep them “in the rearview mirror.” Although we NEVER want to copy another brand/business, tracking their successes and struggles on social media helps us stay engaged with industry trends.

One free, automated way to monitor competitors is through a Google Alert. This service routinely searches keywords on Google and emails them to you.

For example, if you’re a non-profit organization, you could set up a Google Alert for “Texas nonprofits” as displayed below.

Texas Nonprofit Google Alert

Although not perfect, Google Alerts eliminates the need to constantly search for competitors on social media.

Other companies provide monitoring opportunities, too. Twitter has native (ingrained) technology to conduct searches over time, while countless software companies provide monitoring or "social listening" functionality. 

Suggested Supplemental Reading:

Search Engine Journal's "The Smart Marketer’s Guide to Google Alerts"

Hootsuite's "What is Social Listening, Why it Matters, and 10 Tools to Make it Easier"

Buffer's "Track Every Important Conversation: 6 Simple Ways to Build a Social Listening Dashboard"

Comment: How do you plan to monitor competitors over time? Do you play to set up a Google Alert or simply visit their social media sites regularly? Please describe your plan in detail. Aim for 4-5 sentences. Use @Username to speak with others. Then, respond to at least two classmate comments. 

Update: Make an update in which you discuss the reasoning behind Google Alert for your brand or business name. Screenshot the alert keywords (as shows above) and comment on whether they are relevant for your brand. Aim for around 200 words. Then, comment on at least two classmates' Updates. 

Now that you've created a marketing plan, defined target audiences and crafted a competitive analysis, it's time to draft a portfolio and get feedback from your peers!

This section has three elements:

1. Combining all your notes and ideas into one Project Portfolio document, uploaded as an Update below. 
2. Receiving feedback from at least two peers.
3. Giving feedback to at least two peers. 

First, download and complete the Project Portfolio template provided:

Project Planning Portfolio Document

Comment: Make a comment in which you mention a section of the Project Planning Porfolio Document you're struggling to complete. If you're not having trouble, mention a section you're particularly proud of writing. Use @Username to speak with at least two other classmates. Comment on their progress or ask questions about their Portfolio. 

Update: Once you've completed filling out the above document, make an Update where you upload it as an attachment. Then, comment on at least two classmates' updates. Use the below rubric as a guide for providing feedback to your peers: