BUS 292 — Social Media for Organizations: Strategy, Engagement, and Impact
Quarter: Summer
Instructor(s): Herschell Taghap
Date(s): Jul 14—Aug 11
Class Recording Available: Yes
Class Meeting Day: Tuesdays
Grade Restriction: NGR only; no credit/letter grade
Class Meeting Time: 6:00—7:30 pm (PT)
Tuition: $435
Refund Deadline: Jul 16
Unit(s): 0
Enrollment Limit: 45
Status: Open
Quarter: Summer
Day: Tuesdays
Duration: 5 weeks
Time: 6:00—7:30 pm (PT)
Date(s): Jul 14—Aug 11
Unit(s): 0
Tuition: $435
Refund Deadline: Jul 16
Instructor(s): Herschell Taghap
Grade Restriction: NGR only; no credit/letter grade
Enrollment Limit: 45
Recording Available: Yes
Status: Open
Social media is no longer a side project—it is central to how businesses build brand trust, engage audiences, and communicate with key stakeholders. Yet many organizations struggle to translate business goals into clear, effective digital strategy. This course examines how companies can develop thoughtful social media strategies grounded in audience insights and organizational priorities.
Students begin by aligning social media goals with broader business strategy, then move into creating compelling content, establishing a consistent brand voice, and fostering authentic engagement across platforms. Case studies from a range of industries explore challenges such as managing negative feedback, responding to crises, and adapting strategy as conditions change. The course also emphasizes measuring impact by distinguishing between surface-level metrics and meaningful indicators and communicating results clearly to leadership.
By the end, students develop a concise, organization-specific social media playbook to guide content, engagement, and reporting. The course is designed for professionals in communications, marketing, and related roles.
Students begin by aligning social media goals with broader business strategy, then move into creating compelling content, establishing a consistent brand voice, and fostering authentic engagement across platforms. Case studies from a range of industries explore challenges such as managing negative feedback, responding to crises, and adapting strategy as conditions change. The course also emphasizes measuring impact by distinguishing between surface-level metrics and meaningful indicators and communicating results clearly to leadership.
By the end, students develop a concise, organization-specific social media playbook to guide content, engagement, and reporting. The course is designed for professionals in communications, marketing, and related roles.
HERSCHELL TAGHAP
Assistant Director of Social Media, Stanford Alumni Association
Herschell Taghap has more than 18 years of experience working professionally in social media. In Seattle, he spent nearly a decade in the restaurant industry as a chef and digital marketing manager, wrote a monthly food column for Seattle Met Magazine, and worked in healthcare as the social media manager for the Seattle Cancer Care Alliance, currently the Fred Hutch Cancer Center.Textbooks for this course:
There are no required textbooks; however, some fee-based online readings may be assigned.