Social Media Marketing

Social Media Marketing

Course Start Date

Tuesday, March 1, 2016

Meeting Information
March 1 - April 26 | Tuesdays, 7:00 - 10:00PM | 8 Classes/9 Weeks (No class 03.29.16)
Cost
$650

Course Description

Designed for adults of all ages and skill levels, this course is a practical and demystifying guide to social media storytelling through the strategic use of rich media. Whether you have a project, product, small business, brand, or individual (including yourself!) to promote, or if you’re looking to pursue a career in social media marketing, this course is designed to teach you how to reach and engage with your target audience across multiple, industry-standard social media platforms—including Twitter, Facebook, Snapchat, Instagram, Tumblr and YouTube.

The course achieves this goal via lectures, demonstrations and real-world case studies, in combination with direct access to industry-active guest speakers within the Tech and Entertainment industries. Students also undertake in-class exercises designed to guide them through the creation, curation and publishing of content, in order to develop a comprehensive social media roadmap for their own marketing campaigns.

Last semester's guest speakers:

Anne Hogan

Anne Hogan, Digital Manager at Golin

Liz Teschler

Liz Teschler, Marketing Director, Smosh brands at DEFY Media

Carlos Reyes

Carlos Reyes, Creative Director, Dick Clark Productions

Angela Kim

Angela Kim, Audience Development, Yahoo

Andrew Curry

Andrew Curry, Talent Coordinator, Dick Clark Productions

Bryan Moore, Social Media Strategist

Chris Strickland, Social Media, Ticketmaster

*Speakers subject to change

At the end of this course you will be able to:

  • Understand the core elements needed to create a social media strategy that can effectively tell an entity’s story (i.e. a project, product, small business, brand, or individual)
  • Evaluate the strengths and weaknesses of various social media platforms in relation to marketing campaigns for such entities
  • Navigate the Twitter, Facebook, Snapchat, Instagram, Tumblr and YouTube platforms, and create/curate content designed to engage and grow audiences on these platforms
  • Define the ideal audience, understand where to find them and techniques for building an authentic relationship with them
  • Understand and utilize the basics of analytics to measure the success of a campaign, and also how to react to analytical data throughout the campaign, in order to positively affect campaign outcomes
  • Understand the core functions, and be able to evaluate the merits of, aggregate social media management and publishing platforms such as Hootsuite, Sprout Social, Buffer, Social Flow, Tweetdeck and IFTTT
  • Understand, identify, and avoid common pitfalls in social media marketing campaigns

View the syllabus for more information.

Faculty Profile

Lia HabermanLia Haberman’s career includes roles at TheWrap.com (an Entertainment Industry news site with 6.5 million unique monthly visitors), Dick Clark Productions, Yahoo and E! Online (NBC-Universal). Most recently, Lia produced the first ever Samsung sponsored Snapchat VJ program for the 2015 Billboard Music Awards for Dick Clark Productions. Previously, Lia was responsible for growing social conversation around the 2014 Billboard Music Awards by 1 million tweets, year over year. As the social media head at Yahoo Entertainment, Lia spearheaded dozens of Instagram “takeovers,” handing control of the @YahooMovies feed over to former California Governor, Mr. Universe and actor, Arnold Schwarzenegger (The Terminator, Predator) and actor Tom Hiddleston (The Avengers, Thor, War Horse). She also orchestrated a live Tumblr Q&A featuring real-time GIFs between Academy Award-winner Jennifer Lawrence (The Hunger Games, X-Men, American Hustle) and Yahoo CEO Marissa Mayer.

Lia has produced dozens of real-time TV integrations—in which social media conversations are incorporated into TV broadcasts. While working at Yahoo this was via partnerships with The Insider, the TV Academy, Lionsgate and Marvel, and at Dick Clark Productions with the Golden Globes, the Billboard Music Awards, So You Think You Can Dance and Rising Star.

Course Requirements

  • Pinterest account (to access required readings)
  • Whichever of the following social media account the student chooses for their final project: Twitter/Facebook/Snapchat/Instagram/Tumblr/YouTube
  • Computer/smartphone/mobile device capable of accessing the internet
  • Internet access (needed at home to complete assignments)
  • For those students wishing to take advantage of the ELA's computer lab, students should have working knowledge of Apple's Mac OSX operating system. There are 15 desktop machines (available on a first-come-first-served basis each week).

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