Information packet on the University of Florida's Master's in Mass Communication Degree with a specialization in Social Media from the College of Journalism and Communication

1. Master Social Media

2. A Bright Future for Social Media Marketers
Each year, businesses invest more resources in social media, creating huge career
opportunities for professionals with the right training and credentials. The Bureau
of Labor Statistics estimates that the employment of marketing managers will
increase 9 percent. In addition, a 2014 Duke University study projected social
media’s share of marketing budgets will rise from an average of 9.4 percent to
13.2 percent over the next year and more than 21 percent over the next five years.
The study also found one of the biggest problems facing chief marketing officers
is knowing how to translate the impact of social media efforts into hard numbers.
They simply don’t have the in-house expertise to effectively track and report on the
ROI generated by social media initiatives.
Companies, nonprofits and government agencies need talented, insightful,
educated people now – and they pay well to attract and keep them. Onward
Search, a career search firm specializing in the digital industry, found starting
annual salaries for social media marketing directors averaged $60,000 with
experienced professionals averaging $94,250. A few of the job titles you may qualify
for after earning your master’s degree specializing in social media include:
• Social Media Specialist
• Digital Media Supervisor
• Engagement Coordinator
• Digital Marketing Director
• Social Media Analyst
• Online Community Manager
• Public Relations/Brand Manager
• Online Communications Director
• Social Media Strategist
• Social Media Marketing Manager

3. Why Should I Earn a Master’s Degree?
• According to Kiplinger, individuals with an advanced degree on average earn nearly $23,000 per year more than people with a
bachelor’s degree.
• Your master’s degree can open up a wider array of career opportunities, establish you as the perfect candidate for job
promotions, and help you transition to a new profession.
• Graduate studies can enhance your undergraduate education while updating you on the latest technology and advancements
in your field.
What Makes this Degree Program Unique?
• As a top public institution, our tuition rates for this online degree are low compared to other programs with similar focuses.
• Students learn by doing. You will apply methods and theories to practical, real-world problems. Learn how to utilize your
degree by actually using it.
• With our special Master Access feature, ensure that your degree never goes out of date. Continue in courses in all of our MAMC
specializations for years to come, helping you stay on the leading edge of communications.
• Our online MAMC programs are just as rigorous, interactive, and prestigious as UF’s on-campus master’s degree programs,
with the advantage of flexibility in your schedule.
• As a member of the more than 360,000 alumni of the Gator Nation, your career path will be backed by the prestige and
network of one of the nation’s leading universities.

4. What is the Graduate Certificate
Option?
The graduate certificate is a popular option for students who
wish to enroll in the Social Media specialization without first
taking the GRE, or for those who want an introduction to the
concepts without committing to the full master’s degree track. If
you choose, you can prepare for and take the GRE while earning
your graduate certificate over the course of two semesters. Then,
once you successfully complete the GRE, you can apply to the full
master’s degree track and transfer your credits.
Who Ensures the Relevance and Value of
Our Program?
A group of industry professionals guide the curriculum and
course focus of the Social Media specialization. These individuals
not only bring a wealth of experience to inform the program,
but also represent top organizations in the industry, including
Microsoft and BBC Newsbeat.
How Does The Program Work?
All of our classes are online, taught by experienced and engaged
professionals. Our program creates a collaborative environment
through the Canvas learning management system to encourage
sharing ideas and mastering concepts through interaction with
professors and peers. For more information, visit our FAQ page
on the program website.

5. Course Sequence
You can earn your master’s degree specializing in Social Media in
as little as 18 months. Most students complete the required 38
credit hours in six semesters. Finish with a capstone experience
in which you complete a full campaign for a real-world client.
Courses include:
Introduction to Multimedia Communication
Explore the tools available to modern communications
professionals.
Introduction to Social Media
Create and measure the impact of social media campaigns.
Branding Using Social Media
Apply social brand strategies and marketing plans for
businesses.
Advertising and Social Media
Balance social campaign management with client
communication skills.
Emerging Technology and Social Media
Leverage gamification, apps, virtual reality, and mobile games
to connect with audiences.
Social Media Management
Manage a range of social platforms and measure their impact.
Social Media Ethics
Explore schools of ethical thought applied to real-world
communication.
Social Media Metrics
Analyze social media data to refine and improve social media
campaigns.
Mass Communications Theory
Relate fundamental communications theory to social
marketing.
Digital Storytelling
Create powerful stories for online platforms and learn to think
creatively.
Social Media Practicum
Develop your personal brand and create a community of
followers.
Social Media and News
Examine the convergence of traditional media and social media
to create news.
Social Media Research Methods
Use research and analytical skills to measure the effect of social
media campaigns.
Professional Development
Enhance your professional online presence and learn how to
better market yourself.
Professional Capstone Experience
Apply all you learned to create a strategic campaign for a global
organization, brand, or business.

6. Who are the Professors in this Program?
There are 14 professionals who teach the wide variety of campaign management, metrics analysis, and strategic communication
classes in this program. Below are just a few instructors you will learn from first-hand as a master’s degree student in Social Media:
Justin Kings has more than 25 years of experience working in broadcasting and digital both in
his native U.K. and around the world. For the past six years, he has worked with Europe’s biggest
public service media, supporting them to use social media more effectively. As faculty member
of the EUROVISION ACADEMY, the training arm of the world’s largest association of national
broadcasters, he helps television, radio and online media develop social media strategies and
engage more deeply with their audiences.
Allie Cass is a senior social analyst at Oracle in Atlanta. She works first hand with Oracle’s Social
Relationship Management software and assists clients in evaluating social marketing strategies
through the power of analytics. Her client roster includes NBC Sports, State Farm, McDonald’s,
Lowe’s and GM. Prior to her time with Oracle, Allie worked in account services at JWT INSIDE
managing health care and retail clients while guiding and implementing their recruitment
advertising strategies.
Kristina Libby is a communications professional who has worked across non-profits,
government and corporate America. She currently runs Consumer PR for Microsoft. Previously, she
ran her own company focused on the nexus between social media and PR and prior to that worked
for USAID. Referring to herself as a “serial entrepreneur,” Kristina writes, speaks and teaches on
subjects across a wide range of issues including PR, storytelling, and writing.

7. “I had thought about a master’s
degree for a long time, and it was a matter
of time commitment, financial commitment, and
making it work with working full time. Frankly, for
about five to 10 years, I had not found the mix that
made it work – this made it work.”
Joni James
Chief Executive Officer
St. Petersburg Downtown Partnership
“A common misconception is that
just anyone can do social media, but
my degree gives me a competitive edge
as well as respect in an industry that is
relatively new and misunderstood. ”
Nhi Hoang
Digital Engagement Manager at
Alfred Angelo Bridal
“With so many self-proclaimed experts,
ninjas, and gurus, I wanted a way to gain an edge
over other professionals in the field. The master’s
program allowed me to switch industries and
advance in a field that I love.”
Sean Burke
Product Coordinator at
Dusenberry Martin Racing
What Do Our Alumni Have to Say?

8. What Do Other People Say About Our Programs?
Named one of
the top Master
of Arts in Mass
Communication
programs in the
nation by Super
Scholar.
SmartMoney
ranks University
of Florida as
one of the top
institutions
for tuition-
to-graduate-
salary value.
U.S. News &
World Report
calls this distance
education
program a top
performer in
online degree
programs.
University of
Florida named
one of the 25
best online
colleges
at “The Best
Schools.”

9. About the University of Florida
Founded in 1853, the University of Florida is a public land-grant, sea-
grant and space-grant research university, one of the most comprehensive
in the United States. Led by University President W. Kent Fuchs, UF’s
commitment to provide the highest quality education at the best value for
all students has resulted in its consistent ranking among the top universities
in the country. The University’s mission is to enable students to lead and
influence the next generation and beyond for economic, cultural, and
societal benefit.
The University of Florida has more than 360,000 alumni, residing in
every state and more than 100 foreign countries. UF alumni include two
Nobel Prize winners, eight NASA astronauts, 10 U.S. Senators, 42 U.S.
Representatives, eight U.S. ambassadors, 11 state governors, 11 state
Supreme Court justices, and over 50 federal court judges. Florida graduates
have served as executive leaders of such diverse institutions as the U.S.
Marine Corps and the National Organization for Women.
About the UF College of Journalism &
Communications
Considered one of the nation’s best and led by Dean Diane McFarlin, the
University of Florida’s College of Journalism and Communications is
globally recognized for the strength of its programs, faculty, students, and
alumni.
Boasting curricula combining conceptual and theoretical instruction with
skills training, the College’s degree programs ensure students have the
opportunity to apply what they are learning in professional settings to create
a productive learning experience.
To provide quality master’s degrees for working professionals and students
from a distance, the College has developed several innovative mass
communication programs, including Global Strategic Communication,
Public Relations and Communication Management, Web Design and
Online Communication, and Social Media.

10. Did You Know?
Notable alumni of the University of Florida
include:
Erin Andrews, journalist, host of FOX College
Football and participant on Dancing with the Stars
Carey Cavanaugh, former U.S. Ambassador,
current director of Patterson School of Diplomacy
Mark Erstling, senior vice president and chief
operating officer for the Association of Public
Television Stations
Corporations rank
UF among the top 10
places to recruit new
employees. In 2014, Kiplinger's
ranked UF third for
best value, and Fiske
Guide to Colleges
listed UF third for best
buys among public
institutions.
In 1965, a team of UF
scientists developed
Gatorade, a beverage
that helps athletes
stay hydrated better
than water.
Since 1968, 145
Gator athletes and
13 Florida coaches
have represented
37 countries in the
Olympics.
UF scientists developed Sentricon,
a revolutionary termite elimination
system that protects more than 2
million structures, including the
Statue of Liberty, the White House,
the Alamo, and most of the French
Quarter of New Orleans.

11. A Simple Application Process
Meet these requirements:
• Bachelor’s degree from an accredited college or university
• GPA of 3.0 or better for overall undergraduate studies
• GPA of 3.0 or better for all upper-division undergraduate work
Prepare these items:
• GRE test results: 550/156 verbal, 550/146 quantitative
• Statement of purpose/goals
• Resume
• Three letters of recommendation
• Florida residency documents, if needed
• English proficiency exam, if international
Fill out the online application.
Send your additional documentation to the University and the College.
Who Is Right for the Social Media Program?
For a while, the youngest, most tech-savvy person in the marketing department
handled social media management by default. Now it’s a vital part of nearly every
organization’s digital strategy and commands large portions of marketing budgets.
As businesses react to this shift, they need skilled communicators who can manage
a budget as well as they manage a community. With a master’s degree specializing
in Social Media from University of Florida, you’ll be ideally suited to help these
organizations reach the audiences that depend on them.

12. Want to Apply?
The MAMC Program has the following deadlines:
Summer Semester – April 1
Fall Semester – July 1
Spring Semester – November 1
For full admission details, including GRE requirements and financial aid, use
the email address below to speak to your enrollment advisor.
distancesupport@jou.ufl.edu
Learn more at socialmedia.jou.ufl.edu
Graphics designed by Freepik