The document outlines a social media training program consisting of 7 courses: 1) an introduction to social media terminology and statistics, 2) developing a social media strategy, 3) exploring top social media sites, 4) creating engaging content, 5) responding to positive and negative posts, 6) getting others to share your brand's story, and 7) measuring social media impact. Each course includes worksheets, interactive elements, and sample documents to provide hands-on learning. There is also a working lunch to help participants define their target audiences. The goal is to equip participants with the skills needed to successfully manage their company's social media presence and initiatives.

1. © CB Social Solutions, 2011

2. Social University Schedule
TERM: Spring Semester YEAR: 2011 PROGRAM: New Media STUDENT: YOUR COMPANY
COURSE ID TYPE DESCRIPTION COURSE CREDITS
SOC-101 Social Orientation Current State of Social Media 1 1
STGY-101 Business and Planning Develop a Social Media Strategy 2 4
ENVR-201 Environmental Analysis Explore Top Social Media Sites 3 3
ANTH-201 Cultural Anthropology Profile Your Ideal Audience Lunch 2
SMM-101 Intro to Management Creating Engaging Social Content 4 3
SMM-201 Management Essentials Respond to Positive and Negative Posts 5 3
SMM-301 Advanced Management Get Other People to Tell Your Story 6 3
MATH-101 Intro to Measurement Measure Social Media Impact 7 2
© CB Social Solutions, 2011

3. Learning Objectives 1
Course I – Current State of Social Media
In the first course, participants will play Buzzword BINGO to familiarize themselves with
common social media vocabulary. Current social media statistics are covered.
Course II – Develop a Lasting Strategy
In this course, participants develop a purpose and list of reasons their company or division
should be participating in social media. Using this need, they will create a social media strategy
built on core business values, customer service, and marketing initiatives. Lastly, they will
conduct an internal and external opportunities analysis to determine what their strategy
should include.
Course III – Explore Top Social Media Sites
In this course, participants will take a deep dive on mainstream sites like Facebook, YouTube,
Twitter, and LinkedIn to understand the benefits and limitations of each. We also explore
vertical sites that pertain to their industry, and emerging sites like photo sharing, bookmarking
tools, and company-run blogs. Participants will match sites with their new strategy.
© CB Social Solutions, 2011

4. Learning Objectives 2
Lunch Period – Profile Your Ideal Audience
A working lunch, participants will profile their ideal audience for consumer, business
development, and employment messages. Creating a list of attributes and characteristics for
each audience, the group will gain focus for communicating with purpose online.
Course IV – Creating Engaging Social Content
After lunch, we’ll cover the development of social content. Content types are explained, as
well as how to collect timely and relevant content to support social media messaging.
Participants will practice creating content in teams.
Course V – Respond to Positive and Negative Posts
Creating a plan for handling negative comments is explained– including how to encourage
positive posts and resolve criticism. Participants will practice disarming an emotionally charged
poster and divert conversations offline that could negatively impact the brand. Teams will
construct pre-planned responses to anticipated criticisms.
© CB Social Solutions, 2011

5. Learning Objectives 3
Course VI – Get Other People to Tell Your Story
Participants will learn best practices for getting fans and followers to communicate with the
brand online. In order to strike a balance between created and curated content, finding
internal authors, as well as external digital influencers, to represent the company is taught.
Course VII – Measure Social Media Impact
Participants will receive common metrics that are tracked in social media and how to interpret
those soft and hard data points. We’ll look specifically at Facebook Insights to ensure all
parties understand the standard site reporting. Lastly, the group will assign key performance
indicators specifically tied to the social media goals they outlined during the day.
Each course includes:
– Worksheets for hands-on, practical learning
– Interactive aspects like breakouts, case studies, and illustrative videos
– Sample documents used in social media management, plus quick tip guides
– A pause between courses to clarify concepts, answer questions,
and allow participants to record a key takeaway
© CB Social Solutions, 2011