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Welcome to COMM 4610

Not a photo of actual students, but representative of the fun you will definitely have in this class.

Welcome to CMM 4610, Social Media and Strategic Communication. Together, we're going to learn the fundamentals of social media and understand how businesses and organizations are using it to drive revenue and engagement. The structure is primarily a flipped classroom model in which I'll ask you to read and view resources about trends and case studies before class, reserving our class time for group discussion and to work collaboratively on projects focused on developing strategy, creating content, and understanding social media marketing analytics.

Course material will be divided into five main areas:
  1. Context: social media basics, recent history, worst-case scenarios, and how we got here.
  2. Research: product, consumer, platform, competition, environment.
  3. Planning and strategy: goal setting, brand voice, media mix, calendars and scheduling.
  4. Implementation: content creation, guidelines, best practices, corrections, crisis management.
  5. Measurement: metrics, analytics, and their impact on strategy.
You'll be blogging, tweeting, and using other platforms for this class; I recommend creating new accounts for class purposes rather than using personal accounts, though the choice is yours. All social posts should include #CMM4610.


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