Teaching Social Media: A Case Study

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

First Class Session

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

Thanks!Sheree Martin

[email protected]