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• Understand the steps of creating and launching an influencer campaign.
Preparation
• Readings for the class
Spark Classroom Engagement:
• Influencers, microinfluencers, ambassadors, and creators are a rising force within social
media strategy. They are not a fad, but they are also not created equally. Just having a
large reach is one component to note but not the main item to focus on.
Application of Classroom Engagement:
• Have students identify examples of each type of influencer: celebrity, mega, micro, nano,
kid, creators, memers, and virtual influencers.
• Work in groups to identify (1) case study that was successful using influencers and (1)
case study that was unsuccessful in using influencers.
o What were the key takeaways and lessons?
Reflection and Next steps for Class:
• Will influencer marketing continue to rise or will we see a fall for influencers?
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• Follow Whalar and Cashmere Agency for IM practices and check out Meltwater
Academy’s influencer marketing certification.
Watch
Other resources
Assignments + Exercises to Give:
• Influencer audit project
• Memo outreach project
• Influencer Contract
9
Paid Media
Learning Objectives
• Define paid media.
• Understand the perception of paid media compared to other types of media.
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Preparation
• Readings for the class
• Review of the syllabus requirements for class session
Spark Classroom Engagement:
• What are the biggest assumptions or perceptions of paid media?
Application of Classroom Engagement:
Evaluate one aspect of paid media and discuss the significance of this (e.g., sponsored
posts, contests, and influencer marketing). What are the trends in this aspect of paid
media? Identify three industry examples that utilizes this aspect in paid media.
Reflection and Next steps for Class:
• What are steps I will take to get more experience in paid media?
Assignments + Exercises to Give:
• Paid media analysis
• Integrated paid media into PESO Model
• Platform Ad Assignment
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10
Strategic Writing for Social Media
Learning Objectives:
● Evaluate the importance of writing for social media
Preparation
• Readings for the class
• Review of the syllabus requirements for class session
Spark Classroom Engagement:
• Start the class with this statement: Writing is not important in social media.
o Break the class up into two groups (one pro this statement and one con for this
statement) for this statement, and create a debate exercise for the class.
Application of Classroom Engagement:
• Create a class or program/university writing guide.
o You will be asked to write a social media writing guide for your class, program, or
university. Identify universal writing practices that need to be present and
accounted for across all platforms and channels.
o This is where audience analysis, list of platforms, inclusive language and
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Reflection and Next steps for Class:
• What are the steps you will take to become a better writer on social media?
• What writing samples would you want to include in a portfolio when you are applying for
social media internships and jobs?
Review
Assignments + Exercises to Give:
• Create your own social media writing style
• Blogging assignment
• Community copywriting assignment
11
Audience Segmentation and Analysis
Learning Objectives:
• Define what audience segmentation is and why it is important for social media
professionals.
Preparation
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• Readings for the class
Spark Classroom Engagement:
• Ask your class if they agree with the following:
o Not all audiences are created equally. The more insight you are able to uncover
about your audience, the better.
Application of Classroom Engagement:
• Have students come into class and assign them to a group. Each group will have an
audience relevant for the university. The students have to identify the key characteristics
of this audience based on social media characteristics to the class.
Reflection and Next steps for Class:
• What are the biggest takeaways from understanding our audiences?
Assignments + Exercises to Give:
• Identifying Audience Segmentation
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• Influencer Assignment
12
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 curation and content creation.
Preparation
• Readings for the class
• Review of the syllabus requirements for class session
Spark Classroom Engagement:
• The common saying is Context is King. Do you agree?
Application of Classroom Engagement:
• 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
Reflection and Next Steps for Class:
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• What are the next forms of content to watch for social media purposes?
• What are resources I can use to become a better content creator?
Watch
Assignments + Exercises to Give:
• Brand content analysis assignment
• Create your own meme assignment
• Content idea proposal assignment
• Content creation images assignment
13
Measurement, Evaluation, Budget and
Calendar Considerations for Social Media
Learning Objectives:
• Explain the connection measurement and evaluation has for a social media campaign,
initiative, or role,
• Discuss and explain the main components for social media measurement outlined by the
AMEC,
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Preparation
• Readings for the class
Spark Classroom Engagement:
• Elements of Measurement (importance, best practices, and challenges)
o Why is measurement so important?
o What are the different perspectives and practices for social media measurement?
Application of Classroom Engagement:
Creating a budget for a campaign. Students walk into class and find out they are assigned into
groups. These groups have different budgets to them for a campaign they would need to do for
the university:
o Group 1: Only has $1000 to spend for a campaign
Assign students with a method to evaluate a social media campaign. Discuss the pros, cons, and
best practices that need to be noted for this part of the strategic social media plan.
• Examples include:
o Brandwatch
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o SproutSocial
o Talkawalker
Allow the students to brainstorm where they would spend the money they have and why. The
budget can be used for tools, content creation, and staff. Have the students report how they spent
their budget, what were some of the challenges, and what lessons they will take for the future.
Pitching a social media budget. You have been asked to create a budget to do a TikTok
campaign for your program at your university. You have to persuade the administration you need
Reflection and Next steps for Class:
• Will measurement change as platforms evolve in social media?
Assignments + Exercises to Give:
• Data v. Insights perspective assignment
• AMEC Case study assignment
14+15
How Social Media Is Applied: Exploring Different Specializations +
Case Studies
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Learning Objectives:
• Identify the areas that social media can be applied.
Preparation
• Readings for the class
Spark Classroom Engagement:
• Discuss the different industries and areas that are covered in the textbook.
Application of Classroom Engagement:
• Break the class up into groups and have one specialization assigned to a group (total of
eight groups). Have the students research the specialization and what are some of the
challenges and opportunities facing the professionals working in the industry?
• Have the students rank in order their preference for each of the specializations.
o Which one would they want to work in? Which one do they not want to work in?
Reflection and Next steps for Class:
• What are the next steps you will take to pursue your area of specialization?
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• What steps will you take to connect with these two professionals?
Additional Materials
Assignments + Exercises to Give:
• Personal branding audit for athletes assignment
• Sports game plan assignment
• SM nonprofit assignments
• Micro campaign for nonprofits
• Volunteering for Giving Day social media ambassador
• Analysis of crowdfunding sites for nonprofits on social media
15
What Does the Social Media World Have That Is New?
Learning Objectives:
• Summarize the areas covered in previous chapters.
Preparation
• Readings for the class
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• Course reflection and evaluation
Spark Classroom Engagement:
• What is the future of social media?
o What is the next big thing?
• Ask the students to reflect on the class material.
o Which section did they not like and why?
Application of Classroom Engagement:
• Tired v. Wired. Have the class work on topics in social media they feel are tired (e.g.,
going out of style and will not be relevant any more) and wired (engaging and highly
talked about) for the future trends in social media.
o Social media is going to constantly change and evolve. What is important is to
make sure to have the skills to be able to adapt and react to these changes.
Reflection and Next steps for Class:
• What are three steps you will take to continue your social media education?
Assignments + Exercises to Give:
• Self-reflection analysis assignment
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• Future trends pitch assignment