Social Media Innovation – Spring 2017
MIS 3538.001 – Prof. Kimberly Jaindl

Schedule & Weekly Readings

IMPORTANT: Each week please expect to be assigned additional, current event-based “What’s Trending” readings. These will be posted on this site within the week of each class meeting. Please note that dates for specific class discussion topics may vary at Professor Jaindl’s discretion.

 

Week 1 (Jan. 18) – Introduction to Social Media
We will review the course syllabus, assign groups for the semester and discuss today’s social media environment. Please come prepared to discuss which social networks you use and brands you follow.

 

Week 2 (Jan. 25) – Connecting Consumers with Content
We will discuss why and how organizations use social media to build communities and connect audiences with content. We will also discuss the basics of content marketing and paid social media. In advance of class, please read:

**What’s Trending Articles**

 

Week 3 (Feb. 1) – Social Media Listening and Response
We will discuss why it’s valuable for organizations to engage in social listening. We will also explore tools for monitoring online conversations and best practices for engaging with social media communities. In advance of class, please read:

**What’s Trending Articles**

 

Week 4 (Feb. 8) – Social Media, Real-Time Marketing & Crisis Management; [NOTE: Twitter discussion delayed to Feb. 15] Platform Highlight: Twitter
We will discuss social media’s role in real-time marketing and crisis management. We will also review the basics of Twitter, including the history of the network; audience and content considerations; and advertising opportunities and challenges. In advance of class, please read:

 **What’s Trending Articles**

 

Week 5 (Feb. 15) – Social Media Analytics; Platform Highlight: Twitter
We will review how organizations apply social media metrics to assess success in achieving their objectives. We will also review the basics of Twitter, including the history of the network; audience and content considerations; and advertising opportunities and challenges. In advance of class, please read:

 **What’s Trending Articles**

 

Week 6 (Feb. 22) – First Exam

 

Week 7 (March 1) – Organizing for Social Media Success; Platform Highlight: Snapchat
We will discuss how organizations staff for social media, including operations and governance models, and legal considerations associated with social media. We will also review the basics of Snapchat, including the history of the network; audience and content considerations; and advertising opportunities and challenges. In advance of class, please read:

 **What’s Trending Articles**

 

Week 8 (March 8) – Social Media Strategy and Campaign Planning; Platform Highlights: Facebook & Instagram
We will discuss considerations for planning a social media campaign. We will also review the basics of Facebook and Instagram, including the history of the network; audience and content considerations; and advertising opportunities and challenges. In advance of class, please read:

**What’s Trending Articles**

 

Week 9 (March 15) – Spring Break

 

Week 10 (March 22) – Social Media, Brand Advocacy and Influencer Marketing; Platform Highlight: YouTube
We will review the basics of YouTube, including the history of the networks; audience and content considerations; and advertising opportunities and challenges. In advance of class, please read:

**What’s Trending Articles**

 

Week 11 (March 29) – Social Media and Multi-Channel Marketing; Platform Highlight: LinkedIn
We will discuss how organizations use a combination of websites, search, social media and other channels to achieve their marketing goals. We will also review the basics of LinkedIn, including the history of the network; audience and content considerations; and advertising opportunities and challenges. In advance of class, please read:

**What’s Trending Articles**

 

Week 12 (April 5) – Second Exam

 

Week 13 (April 12) – Perspectives from the Social Media Frontlines
We will be joined by guest speakers who will share perspectives from their work on the front lines of social media.

  • What’s Trending Articles: TBC

 

Week 14 (April 19) – Final Group Project Presentations

 

Week 15 (April 28) – Final Group Project Presentations (and final class meeting!)

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