Week 1 – 25 June
Introductions; baseline influence scores; what is social media leadership and influence?
Let’s talk Turkey (and Twitter)
Tools: Buffer / Hootsuite / Klout
Techniques: security & two-step authentication
Reference:
- What sex, food and selfies have to do with effective social marketing
- The future of social media marketing according to HubSpot’s CMO
Week 2 – 2 July
Developing your social media marketing plan
Read before class:
- Social media, reputation risk and ambient publicity management (eReserve | Course wiki)
- 10 Questions to Ask When Creating a Social-Media Marketing Plan
- The Brand Called You, Tom Peters (1997)
- Never Get Involved in a Land War in Asia (or Build a Website for No Reason)
- When the brand you are selling is you
Reference:
Reference:
- Sample social media marketing plans (Dropbox | Course wiki)
Week 3 – 9 July
Draft personal social media plans (we will finalize in class)
What is social media engagement?
Read before class:
- Personal brands, boundaries and bias (!)
- Six social media skills every leader needs – which is your strength, where do you need to focus attention?
- Seven characteristics of a social leader
Week 4 – 16 July
Creativity and leadership.
Group projects.
Case study #1: United Breaks Guitars
Read before class:
- Leadership: Creativity and Innovation, William R. Klemm (pdf)
- Creativity and the role of the leader (pdf)
Reference:
Week 5 – 23 July
What makes a successful online community?
Case study #2: Ford
Guest speaker
Read before class:
- How Ford became a leader in social media
- How to create case studies to improve your social media
- Mobile and social media are intricately linked (June 2014)
Week 6 – 30 July
Mid-quarter updates on personal project
Guest speaker: Jenni Hogan
Read before class:
- The ties that bind: social network principles in online communities (pdf)
- We’re all connected: the power of the social media ecosystem (eReserve on the wiki)
Week 7 – 6 August
Characteristics of effective leaders
Read before class:
- Why do we keep creative people out of leadership?
- Fostering creativity for leadership and leading change (pdf)
Week 8 – 13 August
Group project work session
Case study #3
Week 9 – 20 August
Individual project reports
Group project work session
Week 10 – 27 August
Individual and group project reports
UW Social Media Leadership 