Course Description
Large brands are shifting their advertising budgets towards digital and social media. In this course, you’ll learn what social media advertising is. You will create advertising content using Canva and create and analyze advertising campaigns on various social media marketing platforms, including Facebook, Twitter, Pinterest, YouTube, LinkedIn, Instagram, and Snapchat. You will also engage in social listening using Hootsuite and identify effective brand advocacy methods.
Prerequisites
SMM 105
Learning resources
Each week features open educational resources on the week’s topic(s), including online articles and videos. In addition, the course features the learning resources listed below. If you have not already, you will want to register for accounts for each of the following:
Microsoft Office
Microsoft Office is a suite of applications dedicated to word processing, data spreadsheets, presentations, and annotation/note-taking. You will be using this tool extensively (particularly Excel and Word) to complete and submit assignments. Students should download the latest version of Microsoft Word (if they do not already have this program), before they begin the course, onto their local computer for writing assignments.
If you are an LDSBC student, access the link above and log in with your LDSBC email address and password. You may then download and install Microsoft Office 2013 to your computer.
If you are a BYU-Idaho student, visit the University Store's Technology Downloads page. Follow the instructions to download the suite. Scroll down on that page to access Help & Tutorials, as needed.
Facebook is the largest social media platform on the planet. It is used extensively by individuals and, as will be emphasized in this course, businesses to share content that engages audiences. In this course, we will use Facebook extensively to share text, photos, and videos that you create. In this course, Facebook will be utilized primarily as an optional Q&A forum outside of the LMS. In addition, you will use Facebook as an advertising platform. In Weeks 02–05, you will create and analyze ad campaigns for the platform based on best marketing practices you learned during the week. Facebook provides training materials and support as needed. In addition, Weeks 02–05 provide instructions on how to use the necessary components of the platform. If you need additional help in creating/managing an account, you may go to the Facebook Help Center.
Canva
Canva is an online graphic design software that allows users to create simple graphic designs, infographics, banners, and thumbnails to share on various social platforms. Canva will be utilized as an optional resource to help you create thumbnails for your YouTube video channels in Week 06 of the course. Week 02 features links to CanvaTutorials. Canva provides support for its users at the Canva Help Center.
Hubspot
HubSpot is a platform that allows you to more effectively target a client's intended audience using personas. HubSpot is a marketing analysis tool that allows social media marketers to identify the most effective audiences to target by creating personas (i.e., profiles of target clients). In Week 04, you will use HubSpot to create at least one persona for a mock client. You can learn to use it by going to the HubSpot Academy.
Twitter is a social media platform commonly utilized by individuals, businesses, and social media influencers for sharing short, mostly text-based, posts/tweets with followers. Twitter will be utilized in this course as an advertising platform. In Week 06, you will create an ad campaign for the platform based on best marketing practices you learned during the week. Twitter provides training materials and support as needed. In addition, Week 06 provides instructions on how to use the necessary components of the platform. If you need additional help in creating/managing an account, you may go the Twitter Help Center.
Instagram is an online mobile photo/video sharing, social network. It acts mainly as a tool for users to share photos and videos with other users and followers. Instagram will be utilized in this course as an advertising platform. In Weeks 07–08, you will create an ad campaign for the platform based on best marketing practices you learned during the week. Instagram provides training materials and support as needed. In addition, Weeks 07–08 provide instructions on how to use the necessary components of the platform. If you need additional help in creating/managing an account, you may go to the Instagram Help Center.
LinkedIn is a professional networking platform used by professionals across industries. It is recognized as the main social platform for building professional networks for job development/acquisition purposes. It is used mainly to build companyand personal profiles to promote skills, brands, and job experience to other professional networks. Interactions commonly involve endorsing skills, sharing and following company posts as well as industry influencers. LinkedIn will be utilized in this course as an advertising platform. In Week 09, you will create an ad campaign for the platform based on best marketing practices they learned during the Week. LinkedIn provides training materials and support as needed. In addition, Week 10 provides instructions on how to use the necessary components of the platform. If you need additional help in creating/managing an account, you may go to the LinkedIn Help page.
Pinterest is a social media platform commonly utilized by individuals, businesses, and social media influencers for sharing pictures and the creation of boards with pins. Pinterest will be utilized in this course as an advertising platform. In Week 09, you will create an ad campaign for the platform based on best marketing practices they learned during the week. Pinterest provides training as needed. In addition, Week 09 provides instructions on how to use the necessary components of Pinterest. If you need additional help in creating/managing an account, you may go to the Pinterest Help Center.
Snapchat
Snapchat is an application that uses the device's camera to capture snaps and Wi-Fi technology to send them. The app allows the sender to draw or insert text on the snap and determine how many seconds (one to 10) the recipient can view it before the file disappears from the recipient's device. You should download the latest version of Snapchat (if you do not already have this program), before you begin the course, onto your devices for assignments. To access the tool, download Snapchat. Snapchat provides training materials and support as needed. In addition, Week 09 provides instructions on how to use the necessary components of the platform. If you need additional help in creating/managing an account, you may go to Snapchat Support.
YouTube
YouTube is the largest video sharing and viewing platform in the world. It is commonly utilized in social media marketing to share videos on company and personal YouTube channels. Because of the popularity of video marketing, YouTube is widely used for attracting customers to brands and engaging them fairly quickly. YouTube will be utilized in this course as an advertising platform. In Weeks 11–12, you will create and analyze ad campaigns for the platform based on best marketing practices they learned during the week. YouTube provides training materials and support as needed. In addition, Weeks 11–12 provide instructions on how to use the necessary components of the platform. If you need additional help in creating/managing an account, you may go to the YouTube Help Center.
Hootsuite
Hootsuite is a social listening tool that allows social media marketers to monitor what people on various platforms are stating about a client, its competitors, and an industry. Social listening tools help social media marketers identify what others are saying about a product or company on social media platforms. In Week 13, you will use the tool to provide a mock client with real-time feedback on what customers and potential customers are saying on social media about its products and how that should impact the client's ad campaign. You can learn to use it by going to the Hootsuite Help Center.
Learning Outcomes
LDSBC cultivates a nurturing environment where practical skills are learned and discipleship is strengthened.
There are three types of learning outcomes, guiding curriculum, and authentic learning experiences at LDSBC. Students demonstrate the 1) College-Wide Outcomes, 2) Program Competency Outcomes, and 3) Course-Specific Outcomes through the Learning Pattern as they Prepare, Teach One Another, Ponder, and Prove their knowledge, skills, and abilities.
Through this process, all LDSBC graduates are prepared to contribute in their homes, communities, the Lord’s church, and in future employment.
LDSBC College-Wide Outcomes
- Confirm personal testimony in the restored gospel of Jesus Christ.
- Collaborate with others using interpersonal skills in an honest, ethical, and Christlike manner.
- Communicate effectively using written and verbal presentation principles.
- Construct new knowledge using technology and information resource tools.
- Comprehend and think critically to solve problems.
- Cultivate a strong, professional work ethic and lifelong learning opportunities.
Social Media Marketing Program Competency Outcomes
- Demonstrate the ability to manage the social media marketing departments of small to mid-sized companies.
- Strategically develop marketing campaigns based on a company’s vision, goals, target market, research, analytics, budget, and scope.
- Create a highly-engaged social community of empowered brand advocates.
- Maneuver current tools, platforms, and data centers to optimize research, reach, revenues, referrals, and retention.
- Prove the return on investment (ROI) of campaigns and marketing initiatives.
- Create relevant and engaging content in the form of copy, pictures, videos, infographics, etc.
- Assess their own understanding of marketing principles, strategies, and tactics—and how to apply them to real life situations.
- Establish and analyze the various learning resources that will help their knowledge remain current with the changing technologies, best practices, and trends.
SMM 160 Course Specific Outcomes
- Implement strategies for advertising at a low cost, with high growth patterns.
- Consult with companies to devise and focus on the goals that matter most for a company or client.
- Deploy Facebook ad manager, Twitter ads interface, Facebook Power Editor, as well as strategies for advertising on LinkedIn and brand integration with YouTube, Pinterest, Instagram, and other social networks.
- Analyze insights about ad campaigns, social channel growth, and how to turn data into a measurable outcome.
- Evaluate Facebook Graph Search to identify key data points about companies and their competitors.
- Explain what employee advocacy is, and build strong brand advocates for companies.
Learning Patterns
This course functions upon the LDSBC Learning Pattern, including the principles of Prepare, Teach One Another, Ponder, and Prove.
PREPARE
You are expected to complete your prepare activities early in the week by study and by faith.
- To succeed in this course, you should complete preparation activities (Overview, Readings/Quiz) by the designated deadline.
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The SMM program has a ‘no late work’ policy. Your instructor may reserve the right to accept late work in justified situations, but any work turned in late cannot receive more than half of the earned grade.
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For face to face classes, if a student is unable to come to class, the instructor must be notified by e-mail message (using the College email account or by contacting the instructor or the College by phone before class is scheduled to start. In the workplace, if an employee is unable to be at work, he/she has an obligation to notify his/her employer. If the instructor is notified in advance, the instructor may allow assigned work to be turned in on the day they return to class.
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In the case of illness or another reason that is beyond a student’s control , a student should contact the instructor by phone or e-mail before class is missed if possible. In this case, the instructor may allow a preparation assignment or project to be turned in when the student returns to class. In the case of emergency , the instructor should be notified within 24 hours in order to qualify for special accommodation.
TEACH ONE ANOTHER
You are expected to use charity and respect as you increase your capacity to learn by teaching one another.
- Teach One Another activities (e.g. class discussions) are designed to build upon assigned concepts from the Prepare activities. Please studiously complete the Prepare activities so that you can actively participate in teaching and learning from others.
- Your comments to the weekly discussions will usually be due by Mid-week.
- Your comments in the Respond to Others activities, which generally are designated times to respond to your peers' comments in the weekly discussions, will be due by End-of-week.
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Teach One Another activities are designed to build upon assigned concepts studied before coming to class (for face to face classes). Please be in class on time, prepared to actively participate in order to teach others and also to learn from others through in-class activities.
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Team Teach One Another Activities are normally completed in class and are due by the end of class (for face to face classes). If a team is allowed to finish an incomplete activity outside of class, each member of the team must schedule a time outside of class when all team members are available to work together. To earn full points for an activity, each team member must be in class for the full class period (not late) and must participate whenever a scheduled meeting is set by the team to complete a team activity outside of class.
PONDER
You are expected to ponder ways to apply course concepts.
- You will be asked to "ponder" throughout the course. The main emphasis on Ponder occurs in the Ponder Journal activities. These will be due by End-of-week.
PROVE
You are expected to prove your level of mastery of the course outcomes by completing course assignments.
- The weekly assignments are where you will demonstrate your mastery of the course outcomes. These assignments focus on various applications in social media. The number of assignments will vary by week with some placing a greater emphasis on these over other course activities. Because of this, due dates will also vary.
- At certain points in the course, there will also be major assignments due.
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The opportunity to prove mastery of module concepts will be accomplished by completing quizzes,assignments, and a project.
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No late work is accepted in this course, unless otherwise determined by the instructor.
Grading Policies
The minimum grade you can earn in this course without needing to repeat the course is a "C." Your grade will be determined by dividing the number of points you earn by the total points possible.
Grading Scale
| Grade | Score | Grade | Score | Grade | Score |
|---|---|---|---|---|---|
| A | 100–94% | A- | 93–90% | B+ | 89–87% |
| B | 86–84% | B- | 83–80% | C+ | 79–77% |
| C | 76–74% | C- | 73–70% | D+ | 69–67% |
| D | 66–64% | D- | 63–60% | E (or F) | <60% |
The LDSBC grading system describes each letter grade as follows:
- “A” represents outstanding understanding, application, and integration of subject material and extensive evidence of original thinking, skillful use of concepts, and ability to analyze and solve complex problems. Demonstrates diligent application of Learning Model principles, including initiative in serving other students.
- “B” represents considerable/significant understanding, application, and incorporation of the material that would prepare a student to be successful in next level courses, graduate school, or employment. The student participates in the Learning Model as applied in the course.
- "C” represents sufficient understanding of subject matter. The student demonstrates minimal initiative to be prepared for class. Sequenced courses could be attempted, but mastering new materials might prove challenging. The student participates only marginally in the Learning Model.
- “D” represents poor performance and initiative to learn, understand, and apply course materials. Retaking a course or remediation may be necessary to prepare for additional instruction in this subject matter.
- “E” (or "F") represents failure in the course.
Grading Components
| Assessment Activities | Points |
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Prepare: Review the learning resources provided for each week. The instructor will assign points for prepare activities when grading prove assignments. |
- |
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Teach One Another: As prompted, engage in teach one another activities during assignments. The instructor will assign points for teaching one another when grading prove assignments. |
- |
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Ponder: Ponder & Apply assignments |
420 |
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Prove: Quizzes (320) Assignments (1830) |
2150 |
Course Policies
Late Work
- You are expected to submit your work on time as a student just as your employer will expect your duties to be completed on time.
- Due to the number of assignments due in this course, many of which or contingent upon completion of prior assignments, this class has a no late work policy.
- There are no extra credit or make-up assignments.
- In the rare occurrence that you are unable to submit work by the deadline due to a natural disaster, birth or death of a family member, hospitalization, or serious accident you should contact your instructor before the next deadline, if possible, but at least within 24 hours of the next deadline.
College Policies
Refer to the University Policies page in the Student Resource module of the course for full details regarding the BYU-Idaho Honor Code, BYU-Idaho Disability Services, sexual harassment, complaints, and grievances policies.
Course Credit Hours & Preparation Time
LDSBC measures academic credit in credit hours. In accordance with federal regulation, a credit hour at the College is the amount of work represented in intended learning outcomes and verified by evidence of student achievement that reasonably approximates not less than:
One hour of classroom or direct faculty instruction and a minimum of two hours of out-of-class student work each week for approximately fifteen weeks for one semester hour of credit.
An average student can expect to spend a minimum of two hours in outside preparation time for every hour in class. For example, in a three-credit hour face-to-face class, an average student can expect to spend three hours in class and six hours of outside preparation time each week. This represents the average student who is appropriately prepared; more time may be required to achieve excellence. Online courses require the same amount of time. For three credit courses, students should expect to spend at least nine hours per week on the course.
Copyright
The course materials used in this class may be protected by copyright laws. Students are expected to make a good-faith effort to respect the rights of copyright holders. For more detailed information, please see the LDS Business College Copyright Policy. Students who disregard the policy may be in violation of the Church Education System Honor Code may place themselves at risk for possible legal action, and may incur personal liability.
Disclaimers
The instructor reserves the right to change any part of this syllabus at any time during the semester in order to adapt to changing course needs. If there is a discrepancy between this syllabus and I-Learn, consider the I-Learn information to be correct.