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Social Media Marketing
Introduction
Welcome (2:49)
Forum
Questions
1. Introduction to Social Media Marketing
Introduction
What is social media? (11:27)
Reading
Social media as a marketing disrupter (12:05)
What is social media marketing? (12:53)
Quiz
Practitioner Lecture on Social Media Marketing (14:31)
2. Messages and People
Introduction
Communications Model (28:47)
Reading: Models of Communication
Uses and Benefits of Social Media (30:54)
Reading: Uses and Benefits
Co-creation (26:08)
Reading: Co-creation
Quiz
3. Connected Consumers and Social Interaction
Introduction
The Building Blocks of Social Media: Networked Structures (10:30)
Supplemental Academic Reading
The Presence of Social Interactions: Connectivity and Activity (17:52)
Academic Reading: Hargittai and Litt 2011
Classifying Social Interactions (8:57)
Academic Reading: Seeded WOM
Quiz
4. Social Media Strategy
Social v marketing strategy (7:39)
Channel selection (20:45)
Background reading
Audiences and personas (9:56)
Background reading
5. Content marketing
Background (17:43)
Content creation (25:04)
Background Reading
6. Metrics and measurement
Aligning your social marketing with your overall marketing plan (7:55)
Background info
7. Ads & Influencers
Background (5:18)
Social Media Ads (12:41)
Background info
Influencers (21:16)
Background reading
8. Round Up
Review of all content (2:16)
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The Building Blocks of Social Media: Networked Structures
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