This document provides an overview and agenda for a course on beginning social media for media professionals. The key points are: 1) The course will cover major social media platforms like Facebook, Twitter, LinkedIn, and YouTube and how media professionals can use them for engagement, managing networks and delivering quality content. 2) The goals are to understand how and why social media is used, establish an online brand, and adapt to changing tools. 3) Engagement and quality content are emphasized, and examples are given of how social media is used for citizen journalism, marketing, and emergency response.

1. Session I: Beginning Social Media Professional Certificate in Digital & Social Media Instructor: Dorrine Mendoza [email_address]

2. Welcome! Experience in print and broadcast. Currently the online content producer for North County Times Email: dorrinem@gmail.com Cell: 619-339-4827(text okay) Also, you can find me online! Facebook| Twitter (@assignmentdesk1) LinkedIn | Foursquare Class introductions Name, short bio, SM Quiz (later in class) Why are you here?

3. Agenda We have a ton to cover over the next four weeks. Fasten your seatbelts! Pass out syllabus Introduce course SDSUDigiMedia on Facebook, Web Review grading system Review final project

4. Requirements Weekly attendance Sign-in required! With only four weeks in the course, missing a class could adversely impact your grade! Completion of weekly reading & written assignments Participation in class & online Final project Includes creating and completing profiles, finding followers, engaging in online conversations and sharing content.

5. Course Overview According to the course description, we are going to be very busy! Introduction to web-based social media tools. Get a broad overview of applications such as Facebook, Twitter, LinkedIn, Foursquare, Flickr and YouTube as media professionals’ tools. Class explores engagement, managing social networks and delivering quality content. Note: Social media is a constantly evolving topic of discussion. For that reason, the changing times could result in a change in the syllabus. Stay tuned!

6. Course Overview Goals & Objectives What will you be able to do after you complete this course, you ask? The point isn’t to learn the ins and outs of every one of the latest social networking trends. Instead, it is to … understand the hows and the whys, use it to establish and enhance your online brand and expand your reach, and embrace the ability to adapt regardless of the tools. Because they will change!

7. Course Overview You are here, so the assumption can be made that you understand the influence and impact social media can have for a media professional in today’s fast-paced world. BUT DID YOU KNOW THIS? OR THIS?

8. Everyone has the power to shape opinions What are people saying? The web has opened doors for all individuals – not just journalists – to be sources of news and information. Citizen journalism & blogging User-generated content (Yelp!) DIY marketing and PR – managing own message! Social media as news-gathering, news-dissemination tool The quality of your messages and your content counts.

9. Examples Citizen journalism & blogging “11 Layers” by Poynter.org WikiNews User-generated content CNN iReport DIY marketing and PR – managing own message! SDSU NewsCenter Social media as news-gathering/dissemination tool USGS and Twitter | Social Media and Emergency Response Recent power outage More?

10. Engagement & Quality Content Find it. Use it. To promote content and drive traffic Open dialogue with the community they are trying to reach Research and news gathering Crowdsourcing for a community of resources News & information sites Blog & website integration Build a network Establish a personal brand Now what? From Teaching Social Media , mashable.com

11. Now it’s time for tools Once you know: What the message is Desired outcome Who the target audience is Where/how to find and create quality content appropriate to this audience Then it’s time to investigate best platforms

12. Social media quiz In what ways do you use social media? List as many ways as you can. What social media form do you use the most? Why? What forms of social media are you interested in but haven’t gotten around to using? Why? Do you engage with companies through social media? List the names of five companies that you follow, like, etc. What company or brand do you feel does the best job of engaging you through social media? What do they do? What are some key things you would like to take away from this class?

13. Things to consider Develop a social media strategy! Define goals and objectives Pinpoint your audience Identify potential evangelists/super-sharers Audit your resources (I mean really audit!) Encourage and reward buy-in internally Establish a social media protocol Start using social media Measure results Note: More details to come in best practices/biggest pitfalls lecture in Session II From How the heck do I start building a social media marketing strategy? , Green Buzz Agency

14. Up next: Big Players 101 discussions Ask Wikipedia, itself a SMT, and the list of active social networking sites seems endless . And the top sites not only have serious reach, but impact . It’s also growing fast . And who you find there is changing, too.

15. Who are the big players? Here’s a few.