Social Media SBNM course description
On Monday evenings, from August 30 to October 18, 2010, I’ll be teaching a graduate elective on social media for business and nonprofits in the School of Business and Nonprofit Management (SBNM) at North Park University. Here’s the current, working draft of a course description.
Facebook, Twitter, and Social Media Strategies and Tactics
Wherever people are having conversations online, that’s social media — and there you’ll find tremendous opportunity for your business or nonprofit. Social media platforms like Facebook, Twitter, YouTube, and blogs can help you advance every facet of your organization’s mission, so please don’t confuse “the conversation economy” for nothing more than a new marketing channel. (Besides, it’ll eat you alive.)
In this relentlessly hands-on course you’ll read online and off-, uncover broad principles and niche solutions, and extend your exposure to new platforms and expertise on familiar ones.
There are no course prerequisites. I encourage you to bring a wifi-equipped laptop or web-capable mobile device to class, if you can.
Comments or questions? Let’s make even this course description a conversation! I’d love to hear what topics, skills, and projects you think it’s important to tackle in a graduate course on social media for business and nonprofit professionals.
You can leave a comment here, or talk with me on Twitter or Facebook.
The syllabus for the course (PDF) is now available online, too.
April 7th, 2010 at 2:54 pm
Good job. I don’t think a lot of readers will fully understand the phrase “don’t reduce “the conversation economy” to merely a target for old-fashioned marketing. Do you mean to say, don’t limit your marketing vehicles to traditional channels?
I think it’s essential that you devote part of this course to ethics and policies for business to market and promote via social media. Who in the organization will approve messages; who can post to Twitter and FB? How to handle public criticism in reply to your business’ posts.
Best,
Jon
April 7th, 2010 at 3:10 pm
That’s a good word, Jon. I’ve revised that phrase to read: “…so please don’t confuse ‘the conversation economy’ for nothing more than a new marketing channel.” I hope that helps?
April 7th, 2010 at 3:47 pm
Much clearer.
April 7th, 2010 at 4:33 pm
It sounds like it will be an interesting course. It might be good to get the students to develop their own guidelines from researching what other companies do. There are plenty of case studies to provide examples of what not to do! Many guidelines are available online and WOMMA is a good resource for this as well. This will get the students to think about the implications of online actions.
I like the fact that you are presenting this as a conversation, as a distinction from traditional media as the relationship is so important.
In view of the slant of the course to business and non-profits, you may wish to look at strategies to build networks, the need to be responsive, etc.
Also, how about something on the ways to measure the impact of your social media activity. When working for business or non-profit there is a need to show what this activity is delivering back to the organization.
April 7th, 2010 at 5:27 pm
Jon Kavanaugh hit it on the head. Your phrase “so please don’t confuse “the conversation economy” for nothing more than a new marketing channel.” (still vague) is not well translated into lay terms. As this single phrase is the bait on your hook-I feel it is important that you go back to your tackle box so that you catch the desired fish.
Think like the fish, not the fisherman.
Ethics are vital-the E&O exposure with all of our very public, accessible, on-line communications is huge. It is an environment most of us are introduced to from the comfort of our favorite chair in sweats and a T-Shirt, and when translated into the work place—sometimes we do not lose the sweats and remember to don our professional attire.
Most of these ventures, whether for profit or not; will have significant exclusions on their insurance policies for electronic media-making ethics and written policies regarding these ethics crucial.
Otherwise it is a timely and fantastic course-I have been looking for something similar myself for over 9 months-so I believe you should have an excellent response.
April 7th, 2010 at 6:44 pm
Jon,
I think that’s a great course, and something that will be well received at NP. I’m applying for the MDIV – MNA dual degree program at NP for next fall and genuinely hope I can fit it in my schedule.
I think online ethics have been well covered, so I will offer other suggestions. First, is understanding your organization’s identity and how that translates into social media. I like Cathy’s example of wearing sweats versus professional attire. Experts say that if you’re offered a phone interview, to dress professionally even though the interviewer will never see you. It puts you in the right mindset. Every organization has an identity, from branding to morals and ideals, that’s often lost because the medium puts people in a less professional mindset.
Secondly, I hope you would consider online etiquette; effectively communicating and interacting in a faceless world. Understanding things like sarcasm and tone do not translate. Things that aren’t quite moral decisions, but simple rules of engagement.
I apologize for the length, but my final offering is a practical idea. I’m unsure if this class is promotions centered or not, but as a former marketing student, I’m tired of creating fake marketing plans for fake companies. They are just fake. In this day, it would not be uncommon for a majority of your class to be online in some form. Encourage them to grow their personal online identity through social networking, blogging, tweeting etc.
Wishing you the best!
Lucas
April 7th, 2010 at 7:08 pm
Wow! Pauline, Cathy, Luc — such great comments and helpful suggestions. I can only say “amen, amen, amen.” I can hardly single out the good ideas here, but Pauline on metrics, Cathy on policy, and Luc on fake plans are particularly useful. Thanks!
Finally, Luc: I really hope you can fit in the course this fall, too! It would be a treat to me, and a benefit to all, to have so thoughtful a classmate.
April 7th, 2010 at 9:41 pm
Here is the column I wrote on the subject in Ethix a year or so ago. This might offer something to think about here. I am glad you are doing this course. Al
http://blog.spu.edu/ethix/2009/05/01/twitter-and-telecommuting/
April 8th, 2010 at 5:30 am
Jon:
In the context of a conversation, listening is key. I think that many discussions about Social Media skip the listening portion of this. First there are the mechanics (set up google and bing alerts, how to use twitter searc, etc.), but second is what to do with what you hear. These are precious insights into what your brand means.
Secondly, Jeannie Walters and I did a session last fall about the LEADER’s role in Social Media. I have a bias about the importance of the leader of the organization understanding, and doing some of the SM. SM fits really well with the leader’s role, but so many are afraid of the time commitment.
Lastly, I think talking about individuals vs. organizations in SM is key. Individuals and organizations have to think about, and act differently from each other in this space. While I believe the best organizational approach is a spokesperson (Michael Hyatt) or a persona (Col. Tribune) there are still things that might work for a person, that would be inappropriate for an institution.
If you are open to guest speakers Jeannie is working mostly in this area and might have a lot to say.
Brad
April 8th, 2010 at 8:57 am
Hi Jon – First, I think it’s great you are using this forum for the course description. This alone is an excellent example of tapping your crowd for discussion.
I agree with Brad about focusing on listening, leadership and the different roles of individuals and organizations. I would take that a step further and also ask your students to think about applications of social media in differentiating companies or nonprofits. It’s a great way to help reinforce the brand through connecting with customers.
I believe we’re past the “why” conversation and way into the “how.” I also appreciate how you don’t call it a social media marketing class. Social media is SO much more than marketing.
Thanks, Jon. (And thanks to Brad for a nice shout out, too!)
Jeannie
April 8th, 2010 at 9:02 am
Jeannie:
Thanks for taking that further. I also think it’s more about marketing and the effects/benefits for what goes on inside your organization could make a good addition. Again I think of Michael Hyatt as a great case study.
Brad