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Online classes

Effective: Early Spring 8-Week 2017/2018

MKTG 370: Social Media

Course Description

The course researches, discusses, explores and demonstrates the ability to use emerging social media and marketing technologies for marketing and public relations uses within a for-profit or not-for-profit firm. Scholarly research and writings from marketing and PR professionals are reviewed and discussed. Students apply the online marketing and PR concepts in real time social media and marketing usage. Topics covered may include: blogs, Twitter, Facebook, wikis, podcasts, social bookmarking, RSS feeds, viral video, and other emerging web technologies. Introduction to individual and environmental determinants of the behavior of consumers. Use of knowledge of consumers' behavior to plan, implement, and control marketing activities.

Prerequisite: MKTG 310

Proctored Exams: None



Syllabus Contents

Textbooks

Required

  • Li, Charlene and Josh Bernoff. Groundswell: Winning in a world transformed by social technologies. Boston, Massachussetts: Harvard Business Press, 2011.
    • ISBN-978-1-422-16198-2

MBS Information

Textbooks for the course may be ordered from MBS Direct. You can order

For additional information about the bookstore, visit http://www.mbsbooks.com.


Course Overview

This course will cover the foundations of social media in the contacts of marketing, branding, and technology. You will learn how different social media platforms are used, learn about apps and media tools, create a social media profile (build on an existing profile), and learn to grow your brand through digital communication and social media.


Technology Requirements

Participation in this course will require the basic technology for all online classes at Columbia College:
  • A computer with reliable Internet access
  • A web browser
  • Acrobat Reader
  • Microsoft Office or another word processor such as Open Office
Additional Course Specific Requirements:
  • Headset or Microphone (creating media projects)
  • Video camera or web cam
  • YouTube or other video hosting account (Note: A YouTube account is included with your CougarMail account)

You can find more details about standard technical requirements for our courses on our site.


Course Objectives

  • To research, discuss, explore and demonstrate the ability to use emerging social media and marketing technologies for marketing and public relations uses within a for-profit and not-for-profit firm. Scholarly research and writing from marketing and PR professionals will be reviewed and discussed. Students will apply the online marketing and PR concepts in real time social media and marketing usage. Topics covered may include: blogs, Twitter, Facebook, wikis, podcasts, social bookmarking, RSS feeds, viral video, and other emerging web technologies. Introduction to individual and environmental determinants of the behavior of consumers. Use of knowledge of consumers' behavior to plan, implement, and control marketing activities.

Measurable Learning Outcomes

  • Demonstrate appropriate writing, editing, and production techniques for social media.
  • Synthesize current literature in the field.
  • Apply introductory level organizational and analytical skills when selecting social media for marketing and public relations situations.
  • Understand the legal and ethical concerns when using social media.
  • Demonstrate introductory mastery of a variety of social media platforms for use in business.

Grading

Grading Scale
Grade Points Percent
A 900-1000 90-100%
B 800-899 80-89%
C 700-799 70-79%
D 600-699 60-69%
F 0-599 0-59%
Grade Weights
Assignment Category Points Percent
Discussions 150 15%
Papers 150 15%
Wikipedia Page 30 3%
Viral Presentation 70 7%
Podcast 80 8%
Branding Storyboard and Video 150 15%
Blog 170 17%
Social Media Marketing Plan 200 20%
Total 1000 100%


Schedule of Due Dates

Week 1
Assignment Points Due
Discussion 1 20 Wednesday/Sunday
Discussion: Setting up Your Blog 0 Sunday
Dropbox Paper: Social Media and the Mobile User 50
Week 2
Assignment Points Due
Discussion 2 20 Wednesday/Sunday
Discussion: Blog Post 1 20 Sunday
Dropbox Paper: Your Personal Brand Strategy 50
Week 3
Assignment Points Due
Discussion 3 20 Wednesday/Sunday
Discussion: Blog Post 2 20 Sunday
Week 4
Assignment Points Due
Discussion 4 20 Wednesday/Sunday
Discussion: Blog Post 3 20 Sunday
Dropbox: Branding Storyboard 50
Week 5
Assignment Points Due
Discussion 5 20 Wednesday/Sunday
Discussion: Blog Post 4 20 Sunday
Dropbox Paper: Crafting Your Linkedin Profile 50
Week 6
Assignment Points Due
Discussion 6 20 Wednesday/Sunday
Discussion: Blog Post 5 20 Sunday
Dropbox: Drafting Your Wikipedia Page 30
Week 7
Assignment Points Due
Discussion 7 20 Wednesday/Sunday
Dropbox: Branding Video 100 Sunday
Dropbox: Viral Marketing Campaign Presentation 70
Dropbox: Create a Podcast 80
Week 8
Assignment Points Due
Discussion: Reflection 10 Wednesday/Saturday
Discussion: Final Blog Post 70 Saturday
Dropbox:Social Media Marketing Plan 200
Total Points 1000

Assignment Overview

Readings

I recommend that you complete all readings prior to participating in or submitting assignments to best position yourself for success in this course. 


Discussions

You can expect to participate in at least one discussion assignment every week. These assignments are an opportunity for you to discuss social media topics with your classmates. Review the discussion prompts carefully and respond to all the questions and requirements outlined. You must cite any references, APA style, used to support your post.

After posting your initial response, please review your classmates’ posts and respond to at least two different individuals. Your peer responses should reflect quality assessment and observation of the individual’s post. Do not respond with short general statements or opinions. Each week your initial post is due on Wednesday and your peer responses are due by Sunday at 11:59 pm CT. All discussions, except for Week 8, are worth 20 points. Week 8’s reflection discussion is worth 10 points.

Effective discussions require your participation and engagement, so it is critical that you contribute in a timely manner. Treat discussion boards as classroom conversations. If you do not post (say), anything within the allotted time, then nobody else can join your discussion. Due to this conversational nature of discussion boards, I do not accept late posts. 


Blog

For this class you will set up and maintain a blog over the eight weeks of the course. Blogs are great for getting your ideas into words and for gathering feedback on those ideas from others. Your blog should:

  1. Introduce yourself as well as the product and/or service to the professional community you are looking to enter
  2. Differentiate you from your competitors
  3. Show you understand who your customer is today
  4. Solve a problem for potential customers
  5. Create a marketing platform for you to define your goals

You will construct at least six separate blog posts on topics that incorporate the theme for each week; what you learned, how your brand is affected, as well as exploring steps you can take moving forward to grow your influence. There are many blog host options, but for this course, I recommend using either Blogger or WordPress. As you create each post, remember that you will be posting to a public forum and not a private diary. I expect professional discourse in all your posts.

Once you have finalized your blog post for the week, you must post a direct link to it in that week’s blog discussion. You do not need to include the full text from your blog in your discussion post. The first five blog posts are each worth 20 points, and are due by Sunday night at 11:59 pm CT, and the Week 8 post is worth 70 points and is due by Saturday night at 11:59 pm CT. More detail on the weekly blog topics and additional resources are available in the Content area of the course.

As part of your blog, I recommend that you select at least five of your classmates’ blogs to read regularly. Include links to their blogs in the blogroll (list of links) on your blog. I recommend visiting them every time you visit your own blog. Reading and commenting on each other’s blogs encourages community. I will also post a list of everybody's blogs on the course homepage.


Dropbox Papers

There will be three papers in this course: Social Media and the Mobile User, Your Personal Brand Strategy, and Crafting Your LinkedIn Profile. In each paper, you will show your critical thinking, problem solving, research, creativity, and advance scholarship. 

Your paper should be two pages in length and include both a title and reference page.

Paper structure:

  • Title page
  • Introduction
  • Body of paper (responding to assignment prompt)
  • Conclusion
  • Reference page (APA style)

You must display college-level writing and follow the APA style guidelines. Your paper must be double spaced, free of grammatical mistakes, utilize appropriate language, and include relevant content. Each paper is worth 50 points and due to the appropriate Dropbox folder by Sundays at 11:59 pm CT.

Do not copy, or otherwise use information from another source without citing your sources. That is a fundamental principle of academic writing. In other words, use APA style parenthetical citations to tell your reader where the information comes from. I consider any violation of this requirement as plagiarism and your grade will result in a zero for the assignment.


Dropbox: Wikipedia Page

Create your own Wikipedia page. You should focus on yourself and the services you plan to offer. Consider how these services relate to your chosen industry. You will not need to post the page to Wikipedia. Find a page of someone in your industry to use as an example and create your page in a way that differentiates you from your chosen person/organization but does touch on the same areas. In your own page, make sure to include a name and link to the person /organization’s page you are using.

You have the option of making this with Word, PowerPoint, or another program as long as it matches what you want to share. This assignment is due to the appropriate Dropbox folder by Sunday in Week 6 at 11:59 pm CT.


Dropbox: Recording a Podcast

You will create a 5-minute podcast using Google Hangouts that summarizes what you have learned in the course to this point and how it relates to your personal brand. I encourage you to find your voice and make this podcast relevant to your strengths as you work through the course. The concept of finding your voice means finding a way to express your ideas in a way that is true to your goals and intent and resonates with others. A podcast is an opportunity to not only inform, but also use humor, stories, and entertainment to hone in on your specific interest areas. Create your podcast with this mindset and enjoy the process. I have included a number of links in the Content area to help you use Google Hangouts to create your podcast. This assignment is due to the appropriate Dropbox folder by Sunday in Week 7at 11:59 pm CT.


Dropbox: Branding Storyboard and Video

You will design and produce a video that introduces yourself and describes your brand to your target audience. Your viewer should learn what to expect from you as a follower on your social networks. The video should be between 2.5 to 3 minutes long. Have fun, show your energy and excitement, and make sure your message is clear, clever, and organized. There is information on shooting video and uploading to YouTube in the Content area of the course.

Branding Storyboard

It is important to plan the message and content of your video before you begin shooting. This is a chance for you to critically think and plan your production. In Week 3, you will create a storyboard that outlines dialogue, action, and any narration you would like to occur in the video. I do not expect you to be an artist, stick figures are acceptable. This is a chance for me to give you feedback before you submit your final video. This assignment is due by Sunday of Week 3 at 11:59 pm CT.

Branding Video

You should start work on the video as soon as you complete the storyboard. You may find it easier to try a few shorter test videos to work out any kinks and get familiar with your equipment and the production process before working on the final versions. You will upload your final video to your YouTube and then submit a link to the video by Sunday of Week 7 at 11:59 pm CT. Feel free to share your video on your blog.


Dropbox Viral Marketing Campaign Presentation

You will design a presentation for your own viral marketing campaign. Using everything you have learned about viral marketing, social media marketing, and digital communication, develop an 8-10 slide presentation using your chosen social media tools or sites (Week 2). You do not need to develop a complete presentation, but make sure to summarize your ideas for creating a viral marketing campaign to promote your personal brand. The presentation should be professional, organized, eye catching (pictures, graphics, etc.), and highlight your personal brand. You must also present (narrate) your presentation. You can choose to insert (embed) your recorded audio in each slide or add your speaker notes in the notes area of each slide.

Your slides should include relevant content and utilize images or graphics that support your message, as well as display creativity. Remember, if you use materials from any publications, website, or other media, you must appropriately use APA style formatting and citations. A title and reference slide must be included in your final presentation. The presentation is due to the appropriate Dropbox folder by Sunday at 11:59 pm CT of Week 7.


Dropbox Social Media Marketing Plan

From all of the pieces you created this session draft a social media marketing plan where you and your brand are the product. You must include a minimum of three pieces listed below:

  • Week 2: Your Personal Brand Strategy
  • Week 5: Crafting Your LinkedIn Profile
  • Week 6: Your Wikipedia profile 
  • Week 7: Viral Marketing Campaign Presentation

    Areas to consider when creating your plan:

  • Identify your individual goals
  • Determine your marketing objectives
  • Define who your customers are
  • Define who your competition is and how you compete with them
  • Identify your ideal strategies for delivering your message(s)
  • Explain how you are determining your strategy and what it is

Utilizing the pieces listed above, as well as other assignments, create a four to five page paper, not including the title and reference pages, addressing a minimum of three of the six listed areas for consideration. Your paper should follow APA style formatting. When you are done, you should have a blueprint for how to use social media to brand yourself or in the marketplace. Your final plan is due to the appropriate Dropbox folder by Saturday of Week 8 at 11:59 pm CT.



Course Outline

Click on each week to view details about the activities scheduled for that week.

Week 1: Social Media and Digital Communication
Learning Resources
  • Read: Groundswell Chapters 1, 2 & 3
  • Watch: Social Media in Plain English by Common Craft [In the Content area of the Course]
  • Read: Social Media Overview [In the Content area of the Course]
  • Watch: What is this thing called Social Media? by Black Box Social Media [In the Content area of the Course]
  • Read: 10 Surprising Social Media Statistics [In the Content area of the Course]
Discussion 1

Introduction and how you use Social Media: We will begin Week 1 with getting to know a little more about each other. Write a brief introduction about yourself. Include your name; share what you do professionally, where you are located, what degree you are pursuing, and what you hope to learn about social media from this course.

Develop a few short paragraphs that describe how you use social media. Provide examples of what type of media platforms you use (Facebook, Twitter, LinkedIn, Pinterest, etc.), and explain why you chose these platforms over others. Describe how you use them to connect with people personally and how you might adapt your personal use philosophy to connect in a professional environment. Finally, summarize how social media has benefitted your life or made it easier/more difficult.

After posting, read your classmates’ postings and respond to at least two different individuals. Your responses should reflect quality assessment and observation of the individual’s post. Do not respond with short general statements or opinions. In addition, I recommend responding throughout the week to engage in the discussion. Please avoid posting and responding to everything on the same day. It is important that you participate and engage. Your initial post is due on Wednesday by 11:59 pm CT and your peer responses are due by Sunday by 11:59 pm CT.

Discussion: Setting up Your Blog

Use this week to set up your blog. No blog posts are required. Feel free to use the discussion as a place to ask questions. Once you have set up your blog please post a link. Feel free to include a short introduction. This activity is not graded, however this the only way we will be able to access your blog. I will use your links to create a Blog List on the course homepage. Please post your link by Sunday at 11:59 pm CT.

Dropbox Paper: Social Media and the Mobile User

There are many social media companies (Facebook, Twitter, LinkedIn, Instagram, Pinterest, etc.) to choose. These companies have optimized their platforms not only for the user, but also for the devices used to access them. More and more companies have worked to develop mobile-optimized web sites that will allow for a robust user experience adaptable to almost every type of device.

Review LinkedIn, Facebook, Twitter, and a fourth site of your choosing to determine which site offers the best mobile and desktop user experience. Review these sites considering the following:

  1. Number of followers
  2. How they are optimized from a mobile standpoint

    1. Ease-of-use
    2. Load time
  3. Content similarities between the mobile and desktop sites
  4. Consider also what are the differences and where are there opportunities to enhance the platform and how would you do this from the perspective of the user?

Open your paper with an executive summary and then discuss your findings and the strengths, and weaknesses of each platform. Conclude by selecting the site that provides the best mobile user experience for sharing your brand message. Make sure that you provide a summary of your rationale that takes into consideration how effective it is to share your brand message over the platform.
Your paper should be two pages in length, completed in APA style and include both a title and a reference page. See the Paper Expectations in the Content area of the course for specific format and structure requirements. You will submit your paper to the Dropbox area by Sunday at 11:59 pm CT.

Week 2: Personal Branding in Social Media
Learning Resources
  • Read: Groundswell Chapters 4-6
  • Watch: What is Digital Strategy? by think! digital [In the Content area of the Course]
  • Read: 10 Laws of Social Media Marketing [In the Content area of the Course]
  • Watch: Personal Branding in the Age of Social Media by TEDx Speaker Dave Carroll [In the Content area of the Course]
  • Watch: Choose Your Media, Know Your Options by Blogger PBunnieP [In the Content area of the Course]
  • Read: How to Write a Successful Blog that also Promotes Your Business by Abidemi Sanusi [In the Content area of the Course]
  • Read: How to Write Great Blog Content by ProBlogger [In the Content area of the Course]
Discussion 2

Analyzing Branding: When you think of branding, what iconic brands come to mind? Starbucks, Nike, BMW or Southwest Airlines? These are all examples of company brands, within which are products or services uniquely branded to multiple target populations. What about a personal brand (individual branding)? Think of Beyoncé, Dwayne “The Rock” Johnson, Jimmy Fallon, Kim Kardashian, or Kanye West. All of these people have a certain brand image they cultivate and manage.

Identify an individual’s personal brand that you admire. In a few paragraphs, discuss what their brand represents. What types of messages do they relay to their followers? What platform do they use most often? What types of people follow them (target population)? What have you learned about them based on their personal branding campaign, and what are key takeaways you can utilize in cultivating your own personal brand? Your initial post is due on Wednesday by 11:59 pm CT and your peer responses are due by Sunday at 11:59 pm CT.

Discussion: Blog Post 1

For your blog post this week, introduce yourself to your prospective audience; include a picture of yourself and a brief idea of who you are and why you are here. Feel free to introduce your personal brand strategy. This can be a micro blog: 140-150 characters. Once you have finalized your post, post a direct link to it in the discussion by Sunday at 11:59 pm CT.

This week select at least five of your classmates’ blogs to read regularly. Please feel free to select more than five. Include these in the blogroll (list of links to their blogs) on your blog. I recommend visiting them every time you visit your own blog and commenting in the blog. Reading each other’s blogs encourages a community. I have also posted a list of everybody's blogs on the course homepage. You will want to visit everyone's periodically, but try to keep a core of blogs that you will read all the time and respond to regularly.

Dropbox Paper: Your Personal Brand Strategy

Now that we have reviewed both companies and individuals who have tailored their overall and personal branding, it is time to work on yours. Develop a two page paper using APA style that summarizes your personal brand. Using what you have learned from your research on social media, marking, and branding, discuss your own personal brand strategy.

  1. Summarize what your brand would be (area of expertise) and why is this brand unique to you (why are you an expert?).
  2. Describe the type of messaging and content you plan to share with your audience. Consider the range of topics you intend to create discussion about, how you will approach each topic, and how these messages will support your brand image.
  3. Provide three examples of social media tools you intend to use, and explain why these are your best options.
  4. Discuss your target audience. Remember that your audience should fit your brand and use the type of social media platforms and technology you intend to use. (Example: You intend to focus on sports fans between the ages of 16-30 that play video games. You intend to brand yourself as an expert in sports-related video games.)
In addition to your two pages of original content, include both a title and reference page. You should submit a total of four pages total. Review the Paper Expectations in the Content area of the course for specific format, citation, and structure requirements. You will submit your paper to the Dropbox area by Sunday at 11:59 pm CT.
Week 3: Know Your Audience – Followers, Fans, Subscribers and Networks
Learning Resources
  • Read: Groundswell Chapters 7 & 8
  • Watch: Marketing Successfully in the Age of Subscribers, Fans and Followers by Jeffery Rohrs [In the Content area of the Course]
  • Read: 3 Simple Steps to Grow Social Media Fans Organically by Tweak Your Biz [In the Content area of the Course]
  • Read: Game of Thrones: 10 Examples to Create a Cult-Like Following by Tweak Your Biz [In the Content area of the Course]
Discussion 3

Content Creation and Understanding your Audience

Creating strong and marketable content can take many forms, however one area that you should not ignore is the need to understand your audience. What moves them to purchase, collaborate, and share information? As an author, whether of a blog post or a book, ensuring you are on the same page as your constituents can allow for success and increased brand opportunities. What makes a good headline, eye-catching tweets and status updates, or can’t-miss blog posts, and how can you tailor it to match a particular audience? These are important questions to consider for your future us of social media. Your initial post is due on Wednesday by 11:59 pm CT and your peer responses are due by Sunday at 11:59 pm CT. 

Discussion: Blog Post 2
Find five other blogs and discuss how they prove useful in creating your personal brand strategy. From a social media perspective, networking and linking to peer blog sites is a great way to extend your influence. Include links to all five sites in your post. Once you have finalized your post, post a direct link to it in the discussion by Sunday at 11:59 pm CT.
Week 4: Video Blogging – YouTube, Google Hangouts, etc.
Learning Resources
  • Read: Groundswell Chapter 9
  • Review: VlogNation.com [In the Content area of the Course]
  • Watch: How to Start a Successful YouTube Channel by Mylifeaseva [In the Content area of the Course]
  • Watch: Google Hangout Tutorial by Sue Soucy [In the Content area of the Course]
Discussion 4

Vlogging

Many social media experts use video to diversify their media presence to increase their brand awareness. Video blogs, also known as vlogs, use video to share content. Vlog entries can include a combination of embedded videos with related text, images, and other metadata. Remember for this discussion your initial post is due on Wednesday by 11:59 pm CT and your peer responses are due by Sunday at 11:59 pm CT. 

Review the video blogging articles, YouTube clips, and conduct your own research on different video tools, such as Google Hangout, YouTube, VSee, Skype, etc.

Write a minimum of three paragraphs answering the following questions:

  1. Explain which video platform/ technology you would use and why. Provide at least two advantages and disadvantages (four total) for vlogging on your chosen video platform/technology and support your reasoning.

Discuss how you would use video blogging to grow your brand awareness as it relates to your in social media campaign.

Discussion: Blog Post 3

Find a vlog in your area of interest that uses the video platform you have chosen. Explain why you chose this platform and this vlogger and how they fit within your brand strategy. Embed a video from the vlog as an example. Once you have finalized your post, post a direct link to it in the discussion by Sunday at 11:59 pm CT.

Dropbox: Branding Storyboard

Construct a storyboard for your branding video due in Week 7. Before you beginning shooting video, think about the message and image you want to communicate. This is a chance for you to critically think and plan your production. Try to develop a script some of the dialogue, action, and any narration you would like to include in the video. I do not expect you to be an artist; stick figures are acceptable. This is a chance for me to give you feedback before you submit your final video. You must submit your storyboard to the Dropbox area by Sunday at 11:59 pm CT.

Week 5: Professional Social Media
Learning Resources
  • Read: Groundswell Chapters 10-11
  • Read: The Beginner’s Guide to LinkedIn by Mashable [In the Content area of the Course]
  • Read: The Rise of the “Social Professional” Networks by Tech Crunch [In the Content area of the Course]
Discussion 5

Professional Networking

This week you will look at professional social media, in particular, LinkedIn. Think about how and why it might benefit you personally and professionally and how you intend to make it benefit your branding strategy. For the discussion do the following:

  • Find two people on LinkedIn with the same area of interest/brand you are interested in creating for yourself. Discuss how you found them and why they represent a good example for you to observe as you create goals for your career. Be sure to offer a brief overview of what your career/business is.
  • Find three professional groups with a similar focus that you would like to join on LinkedIn and offer rationale on why you selected these groups.

Your initial post is due on Wednesday by 11:59 pm CT and your peer responses are due by Sunday at 11:59 pm CT.

Discussion: Blog Post 4

This week is about professional social media. Explain how you have approached creating a professional and effective profile on various sites that fit within your brand strategy. Suggest organizations and groups on professional networks, like LinkedIn, for those in your interest area to join. Once you have finalized your post, post a direct link to it in the discussion by Sunday at 11:59 pm CT.

Dropbox Paper: Crafting Your Linkedin Profile

The first part of your assignment is to create a LinkedIn profile (if you do not already have one).

For the topic of your paper, you will focus on the process of creating a LinkedIn profile, as well as your rationale for the decisions and information you chose to include in your own profile. Your paper should include:

  1. How to create a LinkedIn profile
  2. How you made your summary page
  3. What is your area of expertise?

    1. What sets you apart from others in your area?
  4. Non-classmate connections made:
  1. Two must be in your chosen field
  2. One will be your instructor
  3. Two will be of your choice

Include why you chose to connect with these people. Was there a strategy? Include your plans for expanding your network and gaining followers.

Your paper must be two pages in length in addition to the required title and reference pages. You will be submitting a total of four (4) pages total. See the Paper Expectations in the Content area of the course for specific format and structure requirements. You will submit your paper to the Dropbox area by Sunday at 11:59 pm CT.

Week 6: The Basics of Wiki and RSS Feeds
Learning Resources
  • Read: Groundswell Chapter 12
  • Watch: How to Make an RSS Feed by Atlassian [In the Content area of the Course]
  • Watch: What is a Wiki and 10 Reasons to Use One by Atlassian [In the Content area of the Course]
  • Read: How Wikis Work by How Stuff Works [In the Content area of the Course]
Discussion 6

Create an RSS feed for your blog

By now you have probably heard of RSS feeds but you may not know what they really are or what they do. This discussion has three parts:

  1. Research RSS feeds and provide a concise definition of RSS feeds, their history, and how they work.
  2. Create an RSS feed for your blog. Use an application/method of your choice. Your response for this part of the discussion will explain the process you undertook and the rationale for your choices and direction throughout the process.
  3. You will find and sign up for an RSS reader. You will then subscribe to five websites/blogs with a similar branding focus/area of interest and provide screenshots of them in your RSS reader. Attach these to your discussion response. In your discussion response, explain why you chose these sites, and how they align with your branding strategy.

Your initial post is due on Wednesday by 11:59 pm CT and your peer responses are due by Sunday at 11:59 pm CT.

Discussion: Blog Post 5

Incorporate your plans for your podcast into this post and create a short (less than two minutes) podcast to make sure everything in your setup is working correctly. The post itself can be a micro blog, so use this draft podcast to talk about your area of interest. Once you have finalized your post, post a direct link to it in the discussion by Sunday night at 11:59 pm CT.

Dropbox: Drafting Your Wikipedia Page

Wikipedia is often considered an unacceptable resource in the world of academia and research. Despite this, it contains useful content that can be beneficial in social media in the context of establishing a new brand. Your assignment is to create your own Wikipedia page. You do not have to post it to Wikipedia, but it should focus on you and your brand. Find an example of someone in your industry to use as a model for your page. You must include their name and a link to their page.

You have the option of making your document using Word, PowerPoint or other software. You will submit your document to the Dropbox area by Sunday at 11:59 pm CT.

Course Evaluation
Please evaluate the course. You will have an opportunity to evaluate the course near the end of the session. A link sent to your CougarMail will allow you to access the evaluation. Please note that these evaluations are provided so that I can improve the course, find out what students perceive to be its strengths and weaknesses, and in general assess the success of the course. Please do take the time to fill this out.
Week 7: Let’s Go Viral – Pros and Cons
Learning Resources
  • Read: Groundswell Chapter 13
  • Read: How We Drove 10K Unique Visitors to a New Product in a Month by Entrepreneur [In the Content area of the Course]
  • Read: 6 Viral-Marketing Lessons to Learn From the Ice Bucket Challenge by Entrepreneur [In the Content area of the Course]
  • Read: Is Viral Marketing Ethical? by James R. Maxwell [In the Content area of the Course]
  • Watch: How to Create a Podcast for Dummies by Dummies.com [In the Content area of the Course]
Discussion 7

Viral Marketing

You have probably heard the term “going viral.” Think of the Ice Bucket Challenge, which raised over $100 million for nonprofits and charities. This marketing campaign went viral because it had everyone; from parents, children, celebrities, athletes, and artists to politicians and entrepreneurs participating in their own Ice Bucket Challenge video. Viral content is not limited to charity. Artists like Beyoncé and OK GO have created viral music videos and messages that increased awareness of and inevitably sales of their work.

This week, excluding the Ice Bucket Challenge, provide three different examples of viral marketing campaigns that have caught your attention. Describe your viral examples, provide a reference link to where you originally saw them, and summarize what qualities you think made them successful. Your initial post is due on Wednesday by 11:59 pm CT and your peer responses are due by Sunday at 11:59 pm CT.

Dropbox: Branding Video

Record a short video to support your brand and social media campaign. This video should be 2.5 - 3 minutes long at the latest. You will create a video that introduces yourself and describes your brand to your target audience. Your viewer should learn what to expect from you as a follower on your social networks. The video should be between 2.5 - 3 minutes long. Have fun, show your energy and excitement, and make sure your message is clear, clever, and organized. There is information on shooting video and uploading to YouTube in the Content area. You will submit your final video to the Dropbox area by Sunday at 11:59 pm CT.

Dropbox: Viral Marketing Campaign Presentation

Create a presentation for your own viral marketing campaign. Using everything you have learned about viral marketing, social media marketing, and digital communication, develop an 8-10 slide presentation using your chosen social media tools or sites (Week 2). You do not need to develop a complete presentation, but make sure to summarize your ideas for creating a viral marketing campaign to promote your personal brand. The presentation should be professional, organized, eye catching (pictures, graphics, etc.) and highlight your personal brand. You must also present (narrate) your presentation. You can choose to insert (embed) your recorded audio in each slide or add your speaker notes in the notes area of each slide.

Your slides should include relevant content and utilize images or graphics that support your message, as well as display creativity. Remember, if you use materials from any publications, website, or other media, you must appropriately use APA style formatting and citations. A title and reference slide must be included in your final presentation. You will submit your presentation to the Dropbox area by Sunday at 11:59 pm CT.

Dropbox: Create a Podcast

Create a 5 minute podcast using Google Hangouts that summarizes what you have learned in the course to this point and how it relates to your personal brand. I have included a number of resources in the Content area to help you use Google Hangouts to create your podcast. You will submit your podcast to the Dropbox area by  Sunday at 11:59 pm CT.

Week 8: Becoming a Social Media Celebrity
Learning Resources
  • Read: Groundswell Chapter 14
  • Read: Guerilla Marketing Examples That Will Make You Famous by Emad Rahim [In the Content area of the Course]
  • Read: How to Create a Successful Social Media Campaign for a Startup by Eric Basu [In the Content area of the Course]
  • Watch: 22 Brilliant Social Media Marketing Tips by Ryan Moore [In the Content area of the Course]
Discussion: Reflection

This course has taken you through the process of creating and/or enhancing your personal brand through social media. For this discussion I would like you to provide specific and relevant feedback on this course, your experience, and what you would like to see happen in the future.

Write a minimum of three paragraphs answering the following questions:

  1. What did you learn about social media that you were not aware of previously?

    1. How do you intend to use this knowledge for your education and career moving forward?
  2. What is the most compelling aspect of this course?
  3. If you had to name one area for improvement in the course, what would it be, how would you implement it, and why?

Respond to a minimum of two peers with specific feedback on their posts. Some areas that can be addressed:

  1. Do you agree with their assessment of the course, why or why not?
  2. If you agree with their assessment, do you feel their suggested implementation would be successful?

An area of opportunity for them to pursue based on their feedback from question 1a.

Discussion: Final Blog Post

Create a wrap-up post. What have you learned about personal branding and social media through this course? What would you like to have the opportunity to learn more about? What social media platforms do you think you will make more use of going forward? Please look back over your previous blog postings and other class assignments for your post. Once you have finalized your post, post a direct link to it in the discussion by Saturday at 11:59 pm CT.

Dropbox:Social Media Marketing Plan

You have reached the end of this course! Now is the time to not only reflect, but make a plan for going forward.
Draft a social media-marketing plan with you and your brand as the product. Include a minimum of three of the skills/social media platforms you have created throughout this course. This need only be a high-level plan, with an outline of introductory details that you can build more on later for your personal use. Reference these areas from the course:
•    Week 2: Your Personal Brand Strategy
•    Week 5: Crafting Your LinkedIn Profile
•    Week 6: Your Wikipedia profile  
•    Week 7: Viral Marketing Campaign Presentation
Then provide information for a minimum of three of the following prompts:
•    Identify your individual goals
•    Determine your marketing objectives
•    Define who your customers are
•    Define who your competition is and how you compete with them
•    Identify your ideal strategies for delivering your message(s)
•    Explain how are you determining your strategy and what is it
Your paper should be four to five pages, following APA style (not including the title and reference pages), that addresses a minimum of three of the six prompts. When completed, you will have a blueprint using social media to brand yourself or your business. Submit your final plan to the Dropbox area by Saturday at 11:59 pm CT.



Course Policies

Student Conduct

All Columbia College students, whether enrolled in a land-based or online course, are responsible for behaving in a manner consistent with Columbia College's Student Conduct Code and Acceptable Use Policy. Students violating these policies will be referred to the office of Student Affairs and/or the office of Academic Affairs for possible disciplinary action. The Student Code of Conduct and the Computer Use Policy for students can be found in the Columbia College Student Handbook. The Handbook is available online; you can also obtain a copy by calling the Student Affairs office (Campus Life) at 573-875-7400. The teacher maintains the right to manage a positive learning environment, and all students must adhere to the conventions of online etiquette.

Plagiarism

Your grade will be based in large part on the originality of your ideas and your written presentation of these ideas. Presenting the words, ideas, or expression of another in any form as your own is plagiarism. Students who fail to properly give credit for information contained in their written work (papers, journals, exams, etc.) are violating the intellectual property rights of the original author. For proper citation of the original authors, you should reference the appropriate publication manual for your degree program or course (APA, MLA, etc.). Violations are taken seriously in higher education and may result in a failing grade on the assignment, a grade of "F" for the course, or dismissal from the College.

Collaboration conducted between students without prior permission from the instructor is considered plagiarism and will be treated as such. Spouses and roommates taking the same course should be particularly careful.

All required papers may be submitted for textual similarity review to Turnitin.com for the detection of plagiarism. All submitted papers may be included in the Turnitin.com reference database for the purpose of detecting plagiarism. This service is subject to the Terms and Conditions of Use posted on the Turnitin.com site.

Non-Discrimination

There will be no discrimination on the basis of sex, race, color, national origin, sexual orientation, religion, ideology, political affiliation, veteran status, age, physical handicap, or marital status.

Student Accessibility Resources

Students with documented disabilities who may need academic services for this course are required to register with the office of Student Accessibility Resources. Until the student has been cleared through this office, accommodations do not have to be granted. If you are a student who has a documented disability, it is important for you to read the entire syllabus as soon as possible. The structure or the content of the course may make an accommodation not feasible. Student Accessibility Resources is located in Student Affairs in AHSC 215 and can be reached by phone at (573) 875-7626 or email at sar@ccis.edu.

Online Participation

You are expected to read the assigned texts and participate in the discussions and other course activities each week. Assignments should be posted by the due dates stated on the grading schedule in your syllabus. If an emergency arises that prevents you from participating in class, please let your instructor know as soon as possible.

Attendance Policy

Attendance for a week will be counted as having submitted any assigned activity for which points are earned. Attendance for the week is based upon the date work is submitted. A class week is defined as the period of time between Monday and Sunday (except for week 8, when the work and the course will end on Saturday at midnight.) The course and system deadlines are based on the Central Time Zone.

Cougar Email

All students are provided a CougarMail account when they enroll in classes at Columbia College. You are responsible for monitoring email from that account for important messages from the College and from your instructor. You may forward your Cougar email account to another account; however, the College cannot be held responsible for breaches in security or service interruptions with other email providers.

Students should use email for private messages to the instructor and other students. The class discussions are for public messages so the class members can each see what others have to say about any given topic and respond.

Late Assignment Policy

An online class requires regular participation and a commitment to your instructor and your classmates to regularly engage in the reading, discussion and writing assignments. Although most of the online communication for this course is asynchronous, you must be able to commit to the schedule of work for the class for the next eight weeks. You must keep up with the schedule of reading and writing to successfully complete the class.

No late discussion posts will be accepted.

I will only accept your projects (other than discussions) late if you contact me within 4 days of the due date. If you do not to contact me within 4 days of the due date, I will not accept your assignment. If I do accept your late assignment, the following late penalties will apply:

1-2 Day late: 5% penalty

3-5 Days late: 15% penalty

6 Days late: 20% penalty

During Week 8, your assignments must be turned by the due date, unless an ‘Incomplete’ grade has been granted in advance. I will not accept late assignments in Week 8.

Do: Contact me to let me know you will be late no later than 4 days past the due date.

Don’t: Contact me during the final week of class and ask to submit assignments that were due during the second week of class so you can pass. While I’ll feel bad, the answer will be NO because that is unfair to classmates who followed the stated policy.

Course Evaluation

You will have an opportunity to evaluate the course near the end of the session. A link will be sent to your CougarMail that will allow you to access the evaluation. Be assured that the evaluations are anonymous and that your instructor will not be able to see them until after final grades are submitted.


Additional Resources

Orientation for New Students

This course is offered online, using course management software provided by Desire2Learn and Columbia College. The course user guide provides details about taking an online course at Columbia College. You may also want to visit the course demonstration to view a sample course before this one opens.

Technical Support

If you have problems accessing the course or posting your assignments, contact your instructor, the Columbia College Helpdesk, or the D2L Helpdesk for assistance. Contact information is also available within the online course environment.

Online Tutoring

Smarthinking is a free online tutoring service available to all Columbia College students. Smarthinking provides real-time online tutoring and homework help for Math, English, and Writing. Smarthinking also provides access to live tutorials in writing and math, as well as a full range of study resources, including writing manuals, sample problems, and study skills manuals. You can access the service from wherever you have a connection to the Internet. I encourage you to take advantage of this free service provided by the college.

Access Smarthinking through CougarTrack under Students -> Academics -> Academic Resources.


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