SMSC 2e FREBERG INSTRUCTOR’S MANUAL 1
INSTRUCTOR’S MANUAL FOR SMSC 2e
This resource is going to help supplement the lecture notes and PowerPoint presentations based
on the chapters provided in the textbook. Keep in mind, it is important to keep up with the trends
and make sure you are able to provide students with current and relevant case studies, articles,
and resources to supplement the material and key concepts covered in the textbook.
These additional websites and articles could be used as part of the reading list for the class but
also incorporating into class as examples and applications of some of the concepts discussed.
Some of these concepts are in the book, but others are not. It is always good to have additional
examples and case studies to explore.
In addition, the instructor’s manual is broke up into different parts to foster a strong, dynamic,
and comprehensive learning experience for the students in class.
• Preparation (Study): These are items to remind the students they need to have prepared
for the class at hand. This will be different as each week and class go by, so these need to
be adjusted to fit in with the course length (semester, quarter, mini-term).
• Reflection and Next steps for Class (Reflect): These are questions to have the students
think about after finishing this lesson and to provide some answers to start the next class
off with.
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Assignments and Exercises could be assigned in class or as projects for the students to complete
individually.
0
Resources to Use for Class Topics
These resources should be bookmarked and checked before each class for updated articles, case
studies, trends, and potential discussions to have with the class.
1
Introduction to Social Media: An Art and
Science
Learning Objectives:
● Define social media.
● Differentiate between the social media platforms.
Preparation
• Readings for the class
Spark Classroom Engagement
• Class introduction
o Come prepared to introduce yourself and share your level of experience with
social media (none, personal use, managed for a brand) and your favorite brand
account to follow on social media.
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• As the students if they had one platform they could be on and get off others, which one
would it be?
Application of Classroom Engagement
• Have the class define social media. List the attributes and characteristics they all come up
with. Create a crowdsourced definition of what social media means to the class.
• Have the students introduce themselves by creating a visual mood board. This can be
done via Canva or Adobe Spark Post. Have them introduce themselves in (1) emojis, (2)
GIFs, or (3) memes to illustrate who they are, their personality, and interests.
Reflection and Next steps for Class:
• What are your goals for social media, and for this class? Write these down in your
notebook or notes, and keep this in mind for the end of the term.
Assignments + Exercises to Give:
• Understanding social media culture
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2
Ethical and Legal Fundamentals of Social
Media
Learning Objectives:
• Identify key concepts that are important when it comes to social media ethics and legal.
• Define ethics and construct your own ethical standards for social media.
Preparation
• Readings for the class
Spark Classroom Engagement:
• Like all aspects of media, there is a dark side and a light side. It’s important to have a
balanced view of how to approach the ethical and legal considerations for social media.
• Who owns a personal brand? Does an employer have the power to control personal social
media accounts? Discuss the JLM Couture v. Hayley Paige case.
Application of Classroom Engagement:
• Ask the students to review the Terms of Services Document for each of the major
platform. Have them report what they found to be interesting, surprising, or scary to the
class.
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Reflection and Next steps for Class:
• What are the biggest ethical and legal challenges out there in social media that could
impact me?
Other Readings
Assignments + Exercises to Give:
• Deadly Sins Assignment
• Cancelled Culture Case Study Assignment
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3
Personal and Professional Branding for Social Media
Learning Objectives:
● Explain what a personal brand is and the importance of establishing a community.
● Differentiate the key characteristics of what makes up a personal brand.
Preparation
• Readings for the class
Spark Classroom Engagement:
• Establishing a professional digital footprint is a requirement for today’s social media
professionals.
Application of Classroom Engagement:
• Ask your students to write down their thoughts on their personal brand. Spend 5 min
doing this and then partner the students with another student. They spend 5 min writing
attributes that represent the other student, and vice versa. Students present the combined
personal brand to the class.
• Crowdsource key characteristics of personal brand to the class. What are some key
elements that need to be considered to have an effective personal brand?
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o Ryan Reynolds
o Zendaya
o Jay Baer
Reflection and Next steps for Class:
• What is the importance of having a brand voice and personal brand?
• How would you describe your own personal brand?
• How will I go in packaging my personal brand with my internship and job applications?
Watch
Assignments + Exercises to Give:
• Managing Online Reputation Assignment
4
Diversity, Equity, and Inclusion in Social Media
Learning Objectives
• Define diversity, equity, and inclusion.
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• Discuss the relevance of diversity, inclusion and equity as these concepts specifically
apply to social media.
Preparation
• Readings for the class
• Review of the syllabus requirements for class session
Spark Classroom Engagement:
• What are the areas of DEI that are integrated within social media?
Application of Classroom Engagement:
• Create a DEI policy for social media practices. Similar to a social media policy, use the
components highlighted in the chapter to formulate and crowdsource a DEI social media
policy for the class.
Reflection and Next steps for Class:
• What are steps I will take to better understand and practice DEI practices?
• How will I make sure my social media activities are inclusive, supportive, representative,
and accessible for all?
Watch
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Assignments + Exercises to Give:
• Analysis of DEI initiatives on social media assignment
• DEI social media policy assignment
• DEI social media style guide
5
Industry Qualifications and Roles in Social
Media
Learning Objectives:
• Identify trends in the social media industry
• Differentiate between social media roles
Preparation
• Readings for the class
Spark Classroom Engagement:
• What are the new marketable skills needed to work in the industry?
• Is it important to have a side hustle in social media? Discuss.
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• What are some elements to note about working in social media.
o What have you heard, and how is it perceived?
Application of Classroom Engagement:
• Have the students bring in a job position or internship in social media to class. Share the
job posting with the class and why the student chosen this.
Reflection and Next steps for Class:
• Which position do you feel is the most aligned with where you want to go?
• What are three steps you will take to get to this goal in working in social media?
Watch
Additional Materials
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Assignments + Exercises to Give:
• Industry position analysis assignment
• Identifying new marketable skills assignment
• Networking and outreach assignment
6
Research in Social Media: Listening,
Monitoring, and Analysis
Learning Objectives:
• Discuss the importance of research in social media practices.
• Define social listening and social monitoring.
Preparation
• Readings for the class
• Review of the syllabus requirements for class session
Spark Classroom Engagement:
• What is the relationship between listening and monitoring? Are they one and the same?
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• Having categories for metrics will help evaluate at the end of a campaign. In addition,
looking at where the metrics fall under in certain categories will help determine where
they should be reported.
Application of Classroom Engagement:
• Break students into groups and ask them to evaluate the listening and responsiveness of a
brand. Propose what they should monitor and identify the benefits and challenges in
research.
• Have the students review brands on social media. Have each student choose a brand they
would like to focus on and one (1) platform to focus on for the KPI analysis.
o Brands to choose from: Lyft, Clorox, Sour Patch Kids, Steak-Umm, and Laughing
Man Coffee.
Additional resources
Reflection and Next steps for Class:
• What are things you will do to improve your understanding of listening and monitoring
for social media?
• What are skills you will need to have to work in this area?
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Assignments + Exercises to Give:
• Social media internal/external audit assignment
• Brand social media analysis assignment
• SM Platform Assessment assignment
7
Strategic Planning for Social Media
Learning Objectives:
• Identify the key components of a strategic plan.
• Explain the importance and significance of conducting a thorough background
evaluation, situational analysis, competitive analysis, and social media communication
audit.
Preparation
• Readings for the class
Key to note
• This is going to be one of the more comprehensive (and must have) components students
need to master.
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• The heart of a social media plan comes from the strategies and tactics that result from
insights gathered from data and analysis.
Spark Classroom Engagement:
• What makes a great campaign on social media?
Application of Classroom Engagement:
• Review Cannes Lions, Webby Awards, and Shorty Awards for social media campaigns.
Have the students choose a brand campaign to evaluate and discuss for the class.
• Have the students bring forth an example of a great social media campaign, and one that
did not go over well.
Reflection and Next steps for Class:
• What are the most important aspects in strategic planning for social media?
Assignments + Exercises to Give:
• Crisis Communication Plan Assignment
• SWOT Analysis Exercise
8
Influencer Marketing
Learning Objectives
• Define influencer marketing.