/IMS 518. Social Media Marketing and Online Community Management

Catalog description

Traditional advertising and marketing models are being increasingly challenged by a world in which content creation, transmission, and aggregation are being decentralized. Markets are now conversations - some very short. Social media are living conversations that present marketers with the challenge of how to understand and participate in those conversations in an authentic and value-based manner. Moreover, these conversations don't happen in a vacuum. The connected nature of different social (and physical) relationships define a community of interest. The community manager uses this entire space to help bring value to this community. This class examines the variety and taxonomy of social media and the strategies and tactics associated with social media marketing and community management. Cross-listed with MKT 418 .