Schedule WEEK DATES TOPIC & READINGS DUE 1 8/24 Class Overview & Introductions 2 8/31 Strategy & Brand Voice and Social Media Management Social Media Strategy: The Definitive Post A Day In the Life of a Hootsuite Social Media Manager The Communicators Funnel Dictionary.com’s Twitter Got So Cleverly Woke Corporate Social Media: moving past awkward phase (mostly) How’s it Sound? 7 Brand Voice Tips for your Website Reading Summary 1 3 9/7 Reputation Management & Social Media Policy Guide to Online Reputation Mangement https://neilpatel.com/blog/guide-to-reputation-management/ Online Reputation Mangement Done Right https://www.smartinsights.com/digital-marketing-strategy/online-reputation-management-done-right/ Creating Social Media Policy https://sproutsocial.com/insights/social-media-policy/ NYT Social Media Guidelines https://www.niemanlab.org/2017/10/the-new-york-times-released-new-staff-social-media-guidelines-so-phew-thankfully-thats-settled/ Reading Summary 2 4 9/14 Social Listening What is Social Listening? https://blog.hootsuite.com/social-listening-business/ Social Listening Success https://sproutsocial.com/social-listening/ Reddit https://wallaroomedia.com/blog/social-media/reddit-marketing/ Silence is golden: Brands find their place in the conversation Reading Summary 3 Group Assignment 1 – Client Introduction 5 9/21 Content Creation, UGC, Influencers & Attention Wild West: Influencers Disrupting Healthcare https://www.fastcompany.com/90427946/as-the-healthcare-industry-increasingly-relies-on-influencers-concerns-mount Big Influencers On Campus https://www.insidehighered.com/news/2019/12/05/working-student-social-media-influencers A Marketer’s Guide to Using User-Generated Content on Social Media https://blog.hootsuite.com/user-generated-content-ugc/ Gary Vaynerchuck on Day Trading Attention https://www.garyvaynerchuk.com/what-is-day-trading-attention/ How TikTok holds our Attention https://www.newyorker.com/magazine/2019/09/30/how-tiktok-holds-our-attention 9 Brands Doing Unique Things https://blog.hootsuite.com/brands-doing-cool-things-on-social/ Social Media Content Ideas https://blog.hootsuite.com/content-idea-cheat-sheet/ User Generated Content https://blog.hootsuite.com/user-generated-content-ugc/ Reading Summary 4 6 9/28 Reviews & Customer Service Septa on Social https://www.inquirer.com/philly/business/transportation/419304244.html Your Business Needs More Negative Reviews https://neilpatel.com/blog/your-business-needs-negative-reviews/ Social Media Customer Service https://blog.hootsuite.com/social-media-customer-service/ Reading Summary 5 7 10/5 Crisis Management https://www.cision.com/2015/06/6-social-media-musts-for-crisis-communication/ Survival Guide to Crisis Communication https://blog.hubspot.com/service/crisis-communication Coronavirus is the First Social Media Infodemic https://www.technologyreview.com/2020/02/12/844851/the-coronavirus-is-the-first-true-social-media-infodemic/ Social Media Management in Times of Crisis https://buffer.com/resources/social-media-management-in-times-of-crisis/ Reading Summary 6 Group Assignment 2 – Content Audit & Competitive Analysis due 8 10/12 Advertising Through Social Media Social media advertising 101: how to get the most out of your ad budget Social Media Advertising Trends to Watch for in 2021 https://www.bannerflow.com/blog/5-social-media-advertising-trends-2021/ https://www.marketingdive.com/news/chipotle-tackles-social-distancing-with-virtual-hangouts-on-zoom/574293/ Reading Summary 7 9 10/19 SEO, Search Key Word Research, Part 2 https://moz.com/learn/seo/one-hour-guide-to-seo Searcher Satisfaction, Part 3 https://moz.com/learn/seo/one-hour-guide-to-seo Reading Summary 8 Group Assignment 3 – Creative Brief 10 10/26 Data Analytics & Meaningful Measurement on Social 19 Social Media Metrics That Really Matter—And How to Track Them Social Media Attribution Social Media Analytics and Why It’s Important Reading Summary 9 11 11/2 Cryptocurrency & NFT’s on Social https://topdogsocialmedia.com/social-media-cryptocurrency-and-blockchain/ https://neilpatel.com/blog/non-fungible-tokens/ https://theglobalherald.com/news/vcr-groups-gary-vaynerchuk-on-its-new-nft-restaurant/ https://www.coindesk.com/budweiser-taps-vaynerchuk-to-lead-beer-giants-long-term-nft-play Reading Summary 10 Group Assignment 4 – Sample Social Posts 12 11/9 Artificial Intelligence https://www.marketingaiinstitute.com/blog/ai-for-social-media https://www.socialbakers.com/blog/ai-in-social-media Reading Summary 11 13 11/16 Social on a Global Scale, Non-profits 13 social networks that are a big deal in non-English speaking regions 14 tips for building a multilingual social media presence Planning and executing social media for global brands Reading Summary 12 14 11/22 – 11/26 Fall Break Student Feedback Forms 15 11/30 Final Presentations Group Assignment 5 – Final Presentations Group Assignment 6 – Final Report due Hootsuite/Hubspot Certification – Due