teaching social media: a case study
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Presentation to the Mass Communication Division, Western Social Science Association, April 12, 2013TRANSCRIPT
Teaching Social Media:A Case Study
Presentation to the Mass Communication DivisionWestern Social Science Association
Sheree Martin, J.D., LL.M., Ph.D.
Assistant Professor, Samford University
April 12, 2013
My Internet History
Image Credits:
Macintosh: http://brianzeve.wordpress.com/2011/10/09/thirty-five-years-of-technology-transformation-thank-you-mr-jobs/
Word for Windows: http://www.crystalxp.net/news/en739-evolution-microsoft-word-logo-interface-home-page.htm
My Internet History: Early Social
Image Sources : http://stopmebeforeiblogagain.com/a-brief-history-of-social-networks/http://www.stockmarketlogos.com/telecom-services/earthlink-logo-stock-symbol/
My Internet History: 1999-2003
My Internet History: 1999-2003
Teaching Social Media
Spring 2010: I began to incorporate Twitter requirements into several classes I was teaching.
Based on my classroom survey data, about 1 in 10 students were using Twitter at the time.
Fall 2010: I added a WordPress blog to a course
Fall 2011
I was given the opportunity to develop a new special topics course which I named
Social Media Practices
First offered Spring 2012
I've taught it twice. Scheduled for a third time for Fall 2013.
Business-Focused Strategic Communication
My professional background is in business law
Nearly half of doctoral course work in Culverhouse C&BA courses (management and statistics)
Entrepreneurial mindset
New ideas, "Third Way"
Three Core Underlying Goals
Creative, out-of-the-box thinking
Throw away rules
Relationships, not broadcasting
Course ObjectivesStudents will
● research, discover and analyze effective social media and content marketing practices for businesses, nonprofits and personal networking.
● explore the many social media networks and tools available for building relationships with customers and constituents.
● develop creative ways to use social media in a strategic way to build relationships.
● have an applied understanding of the social metrics and analytical tools available for evaluating the effectiveness of social media activities.
● apply their knowledge by the active use of and experimentation with social media tactics
Books & Resources (updating)
This is not your usual college class
Required Reading:95 Theses and More for Context
"Markets are Conversations"
Mini-Reports (10%)
Brand Case StudiesNiche Social NetworksTools & ResourcesMetrics & Analytics
"Nuggets" & Participation (10%)
Students are expected to become active, self-directed learners and monitor various online blogs and thought-leaders.
Share "nuggets of wisdom" with the class orally and via the class blog.
Mini-Campaigns
● Added Fall 2012● One month● Two clients, two events, two teams● 20% of grade: Too high for effort BUT...● Students discovered the challenges of
gaining friends, fans, likes, shares, RTS on Twitter and Facebook
● Opportunity to quickly get into Facebook Insights and Twitter analytics
● I have ideas for improving next time
Podcast Project (10%): Why?
January/February 2012 Survey
Podcasting: Why Part 2:
January/February 2012 Survey
Online Treasure Hunts
Content Marketing/Inbound Marketing
● Focus is on creating informative and useful free content to share with current and prospective customers.
● Answers questions about products, services or industry.
● Builds awareness and trust.● Shows how the product/service meets a
customer's needs● Published on website, shared through social
channels
Comprehensive Strategic Plan (40%)
● P-O-S-T Approach○ People○ Objectives○ Strategies○ Technologies + Tactics
● Key Performance Indicators● Content Ideas● Sample Content● Editorial Calendar
Sundries
http://socialmediapractices.wordpress.com
Working on an arrangement with HubSpot for Fall 2013
Guest Speakers● Rene Willet of The Weather Channel● David Griner, Luckie & Co.● Hafez Adel, ReTargeter● Wade Kwon, Birmingham Blogging Academy
