BUS 166 W — Social Media Marketing
Course Format: Flex Online (About Formats)
Duration: 5 weeks
Date(s): May 8—Jun 9
Refund Deadline: May 11
Instructor(s): Jason McDonald
Class Recording Available: Yes
Flex Online(About Formats)
May 8—Jun 9
We live in the era of social media. It’s not just today’s teenagers who spend hours on YouTube, Instagram, TikTok, and Facebook; it’s adults as well. Not surprisingly, businesses and nonprofits know they must master the art of social media marketing to reach their customers and stakeholders. But how? This course demystifies social media marketing, the art and science of leveraging networks as diverse as Facebook and Twitter, YouTube and Pinterest, LinkedIn and Instagram, in order to engage with existing customers and reach new ones. We will start with the conceptual framework that social media marketing is akin to throwing a party. You need invitations (a list of targeted guests and a promotion strategy), entertainment (content marketing), and other elements for your “party with a purpose.” Next, we will do a deep dive into each social network, starting with Facebook—Pages, Profiles, and the Facebook algorithm—and proceeding through LinkedIn, Twitter, Instagram, Pinterest, TikTok, and YouTube. By the end of the course, you will understand how to market via social media, including specific action items for your own company or organization.
This course is the second of a two-course series on internet marketing offered this spring. Students are encouraged but not required to complete BUS 163 W: “Search Engine Optimization: Practical Marketing Techniques” prior to enrolling in this course. While these courses build upon one another, each course can be taken independently as well.
Jason McDonald is an internet marketing consultant specializing in SEO, social media marketing, and Google Ads. He is the author of several books on internet marketing, including Social Media Marketing Workbook, SEO Workbook, Google Ads Workbook, and Marketing: Ultimate Almanac of Free Marketing Tools. He received a PhD from UC Berkeley.
Director, JM Internet Group
Textbooks for this course:
(Required) Jason McDonald, Social Media Marketing Workbook: How to Use Social Media for Business (ISBN 979-8368326504)