MKT 131 - Social Media Marketing

• To explore and further your understanding of the role of Social Media Marketing
  • Explain why social media is important to businesses around the world
  • Define SMM
  • Explain the seven myths of SMM
  • Relate a brief history of SMM
  • Explain characteristics of SMM and ways in which it differs from traditional offline marketing
  • Describe typical positions that are available in SMM
  • Discuss the characteristics of a successful social media marketer
  • Identify best practices for SMM
  • Define a social media plan
  • Explain the SMM planning cycle
  • Describe each step in the SMM planning cycle
  • Identify ways to listen and observe the social web
  • Describe the Valid Metrics Framework and its role in setting SMM objectives
  • Explain how to create social media strategies
  • Detail how to link social media goals to actions
  • Explain the importance of word of mouth as advocacy in SMM
  • Identify best practices in developing social media strategies
  • Explain the importance of audience targeting in SMM
  • Describe the SMM targeting process
  • Define big data and explain its role in SMM targeting
  • Discuss what a persona is and how a marketer goes about creating one
  • Describe the contents of an SMM media plan
  • Explain what optimization means in SMM
  • Discuss uses of keywords, hashtags, and emojis in targeting branded posts
  • Identify best practices for targeting branded posts
  • Define the rules of engagement for SMM
  • Explain the difference between permission vs. interruption marketing
  • Describe the initial entry strategy of passive vs. active
  • Detail the principles for success in social media engagement
  • Describe the rules of effective social media interaction  Define SMM ethics
  • Explain how to make ethical social media decisions  Describe the global perspective of SMM

• To attain a broader understanding of the Social Media Platforms & Social Networking sites
  • Describe types of social media platforms with emphasis on social networking  Recount a brief history of social networks indicating how they have grown in the United States and globally
  • Identify the benefits of marketing with social networks
  • Explain some ways in which both B2C and B2B marketers use social networks  Define a white label social network and understand how it is used in marketing and customer engagement
  • Summarize some predictions about the future of social networks
  • Identify best practices for marketing with social media platforms
  • Create their powerful LinkedIn profile
  • Define microblogging
  • Describe a brief history of microblogging
  • Identify different uses for microblogging
  • Explain the benefits of marketing with microblogs
  • Describe ways to build brands with Twitter
  • Identify microblogging marketing objectives
  • Summarize best practices to create an effective Twitter channel
  • Develop a personal branding plan using microblogging  Define content marketing
  • Define a blog, podcast, webinar, and the concept of video streaming
  • Explain the marketing benefits of this type of content
  • Identify tips for successfully using this type of content
  • Describe the history of blogging, podcasting, webinars, and video streaming
  • Describe why everyone is a publisher on the social web
  • Explain how to create and share blogs, podcasts, webinars, and streaming formats
  • Detail how to market with podcasts, blogs, webinars, and video streaming
  • Explain how to use blogs for personal branding
  • Explain the place video marketing can play in the digital marketing mix
  • Discuss the pros and cons of viral videos
  • Describe how consumer use of television and video are changing  Explain benefits of marketing with online videos
  • Discuss some of the major video platforms
  • Explain the implications of longform and short-form video
  • Detail how to create appealing video content
  • Explain how to encourage sharing of online videos  Identify video marketing best practices
  • Define photo sharing
  • Describe a brief history of photo sharing
  • Explain the benefits of marketing with online photos and other images
  • Detail how to market on photo sharing sites
  • Describe the future of photo sharing
  • Explain how to integrate photo sharing into their personal brand campaign.

• To develop skills that allow continuous learning and adaptation of Content Marketing
  • Detail the typical structure of a discussion board
  • Explain discussion board etiquette
  • Provide a brief history of social news sites
  • Describe how social news has evolved and its incorporation into other social media sites
  • Describe social bookmarking and its importance to marketers
  • Explain the purpose of a Q&A site
  • Describe how to market with Q&A sites
  • Discuss the future of discussion boards, social news, social bookmarking, and Q&A sites
  • Describe the sales funnel and its role in content marketing
  • Detail the major article directories and the benefits of article marketing  Explain how to create a wellwritten article to be disseminated online
  • Describe the role of e-books in content marketing
  • Explain how to use the content sharing capabilities of LinkedIn for personal branding
  • Identify some of the key issues in marketing with articles, white papers, and e-books
  • Detail best practices in marketing with articles, white papers, and e-books
  • Discuss the growth of mobile connectivity and device use globally and in the United States
  • Explain where social networking fits into the mobile environment  Identify main issues related to using apps and to purchasing on mobile devices
  • Discuss the emergence of buy buttons and location identification on social sites
  • Distinguish between social first, audience first, and omnichannel marketing strategies
  • Explain the use of beacons in retail stores
  • Discuss the importance of satisfying customer experience on mobile devices