1. Teaching Social Media:
A Case Study
Presentation to the Mass Communication Division
Western Social Science Association
Sheree Martin,J.D., LL.M., Ph.D.
Assistant Professor, Samford University
April 12, 2013

2. My Internet History
Image Credits:
Macintosh: http://brianzeve.wordpress.com/2011/10/09/thirty-five-years-of-technology-transformation-thank-you-mr-jobs/
Word for Windows: http://www.crystalxp.net/news/en739-evolution-microsoft-word-logo-interface-home-page.htm

3. My Internet History: Early Social
Image Sources : http://stopmebeforeiblogagain.com/a-brief-history-of-social-
networks/
http://www.stockmarketlogos.com/telecom-services/earthlink-logo-stock-symbol/

4. My Internet History: 1999-2003

5. My Internet History: 1999-2003

6. Teaching Social Media
Spring 2010: I began to incorporate Twitter
requirements into several classes I was
teaching.
Based on my classroom survey data, about 1 in
10 students were using Twitter at the time.
Fall 2010: I added a WordPress blog to a
course

7. Fall 2011
I was given the opportunity to develop a new
special topics course which I named
Social Media Practices
First offered Spring 2012
I've taught it twice. Scheduled for a third time
for Fall 2013.

8. Business-Focused Strategic
Communication
My professional background is in business law
Nearly half of doctoral course work in
Culverhouse C&BA courses (management and
statistics)
Entrepreneurial mindset
New ideas, "Third Way"

9. Three Core Underlying Goals
Creative, out-of-
the-box thinking
Throw away rules
Relationships,
not broadcasting

10. Course Objectives
Students will
● research, discover and analyze effective social media and content
marketing practices for businesses, nonprofits and personal
networking.
● explore the many social media networks and tools available for
building relationships with customers and constituents.
● develop creative ways to use social media in a strategic way to
build relationships.
● have an applied understanding of the social metrics and
analytical tools available for evaluating the effectiveness of social
media activities.
● apply their knowledge by the active use of and experimentation
with social media tactics

11. Books & Resources (updating)

12. This is not your usual college class

13. First Class Session

14. Required Reading:
95 Theses and More for Context
"Markets are Conversations"

15. Mini-Reports (10%)
Brand Case Studies
Niche Social Networks
Tools & Resources
Metrics & Analytics

16. "Nuggets" & Participation (10%)
Students are expected to become active, self-
directed learners and monitor various online
blogs and thought-leaders.
Share "nuggets of wisdom" with the class orally
and via the class blog.

17. Mini-Campaigns
● Added Fall 2012
● One month
● Two clients, two events, two teams
● 20% of grade: Too high for effort BUT...
● Students discovered the challenges of
gaining friends, fans, likes, shares, RTS on
Twitter and Facebook
● Opportunity to quickly get into Facebook
Insights and Twitter analytics
● I have ideas for improving next time

18. Podcast Project (10%): Why?
January/February 2012 Survey

19. Podcasting: Why Part 2:
January/February 2012 Survey

20. Online Treasure Hunts

21. Content Marketing/Inbound Marketing
● Focus is on creating informative and useful
free content to share with current and
prospective customers.
● Answers questions about products, services
or industry.
● Builds awareness and trust.
● Shows how the product/service meets a
customer's needs
● Published on website, shared through social
channels

22. Comprehensive Strategic Plan (40%)
● P-O-S-T Approach
○ People
○ Objectives
○ Strategies
○ Technologies + Tactics
● Key Performance Indicators
● Content Ideas
● Sample Content
● Editorial Calendar

23. Sundries
http://socialmediapractices.wordpress.com
Working on an arrangement with HubSpot for
Fall 2013
Guest Speakers
● Rene Willet of The Weather Channel
● David Griner, Luckie & Co.
● Hafez Adel, ReTargeter
● Wade Kwon, Birmingham Blogging Academy

24. Thanks!
Sheree Martin
tmartin@samford.edu