Social Media Marketing

Catalog description

For over a decade, social media platforms have experienced mass-market popularity, with billions of people using them for personal reasons. Yet most organizations and professionals still struggle to achieve business objectives using social media, often settling for views, “likes” and other “engagement” metrics of questionable value. Through case studies and discussions, this one-day workshop will show students how to evaluate various social media networks (including Twitter, LinkedIn, and Facebook) and content platforms (Instagram, blogs, and YouTube) to determine their marketing value, assess why some social media initiatives succeed and others fail, and apply analytical frameworks and strategies to outline a social media campaign for a cause, an organization, or for oneself.