The University of the arts

Overview of Social Media Marketing
The University of the Arts

SOME 2230C 01 Overview of Social Media Marketing

SOME 2230C 01

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Melissa Alam



Spring 2019

  • (Jan. 29 to Feb. 28)
  • Tue, Thu 6:00 PM - 9:00 PM
  • 2.00 Credits
  • 2.00 Credits
  • Tuition: $600 / Fees: $40
Social media represents one of the most significant changes in consumer media behavior in history, resulting in fundamental shifts in the way marketers communicate and interact with audiences. This course provides practical knowledge to establish objectives and implement strategies towards developing best practices and effective use in your organization. Interactive social media tools are examined, including Facebook, Twitter, Google+, YouTube, Pinterest, LinkedIn, mobile apps and blogging. You will develop an understanding of the changing world of social media, considering editorial calendars, appropriate use, social listening, policy and copyright, case studies, website optimization, emerging platforms, resources management and content development. Learn how social media is critical to effective and efficient communication.

Note: This course has two Thursday sessions, FEB 14 6-8PM + FEB 28 6-9PM (7 total classes)

This course is the first course in our Social Media Marketing Certificate. Read about the program in Philly.

What will you do in this course?

  • Identify best practices for Social Media Marketing, including platform level best practices.
  • Connect business objectives to appropriate Social Media tactics.
  • Create strong content that engages their target audience with their marketing message.
  • Create editorial calendars to manage content distribution.
  • Create Social Media policies that combine business objectives with appropriate use of social media channels and content.

What topics will be covered?

  • Introduction to Facebook, best practices, advertising and channel campaigns
  • Introduction to Twitter and channel advertising and campaigns
  • Introduction to LinkedIn
  • Instagram and Pinterest as well as channel advertising and campaigns
  • Introduction to Blogging Content calendars
  • Creative Social Media Campaign


There are no required books for this class, readings may be provided via email or PDF throughout the course. No additional software is required for this course. Class assignments will utilize computer lab resources, but if you choose to bring your own laptop to complete assignments, you may do so. Laptops, iPads and other devices are acceptable to use for note-taking purposes.