Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
Chapter 9: Creating, Managing, and Curating Content (Strategies, Tactics, and Key
Messages)
Learning Objectives
• Understand the importance of content marketing for social media.
• Explain the difference between content creation and content curation.
• Discuss the steps necessary to conduct a content audit.
• Identify the four different types of media and which pieces of content work for each medium.
Areas to Cover
• Team Curate versus Team Create. Have students work together and see if it is better to curate
or create content on social media.
• Have students bring forth examples from other social media accounts (and theirs) where they
have created a piece of content, and shared a piece of content from another account or
resource. Discuss why they did each and what lessons they gained from this experience.
Multimedia Resources
• Gary Vee: Document, Don’t Create—YouTube http://ow.ly/REWS30hrsLi
• Casey Neistat + Fellow Creators create Winter Wonderland http://ow.ly/ij5030hrsD5
• Shonduras: 100 kids, Casey Neistat, and a BIG DRONE!!—YouTube http://ow.ly/bQU330hrsJq
• Peg Fitzpatrick (creating influencer marketing) http://ow.ly/J6eT30htz45
• Shaun Ayala Takeover of San Diego (Now LA) Chargers on Snapchat: http://ow.ly/zTul30hvcMQ
Additional Materials
• Creating Content: Resources for Content Creators http://ow.ly/ONrp30hvcHn
• How to Do a Content Audit [Updated for 2017]—Moz http://ow.ly/yh1K30htA02
• Blogs—About Canva http://ow.ly/9fMW30htzOF
• Blog Latest Articles | Adobe Spark http://ow.ly/sjZm30htzOQ
• Content Marketing Strategy: A Comprehensive Guide for Modern Marketers
http://ow.ly/GHrB30htzQr
• Where We Are: The 2017 State of Content Marketing [Infographic] http://ow.ly/Tlc830htzSb
Assignments and Exercises from Portfolio-Building Activities in Social Media
• Content Idea Proposal Assignment
• Content Creation Image Assignment
• Content Marketing Assignment
• Visual Storyboard Assignment
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
• Social Media Workshop Assignment