Welcome to Comm 350 & 663 at NYIT!
In addition to the course outline and reading assignments, after each class, I’ll post links to the videos we watched (assuming they’re available online), presentations that might be helpful and articles you may want to discuss for your blogs.
So bookmark this page and come back each week!
Download the Comm 350 syllabus.
Download the Comm 663 syllabus.
Note: Both classes are pretty similar, but a lot more is expected of you in Comm 663 and there’s more reading, so be sure to download the right syllabus!
Comm 350-M02
When: Mondays 6 – 8:10 pm
Where: MC 61, room 919
Comm 663-M11
When: Tuesdays 6 – 8:10 pm
Where: MC 61, room 919
Required text
Inbound Marketing: Get Found Using Google, Social Media, and Blogs by Brian Halligan, Dharmesh Shah and David Meerman Scott, ISBN-13: 978-0470499313
Required for 663, recommended for 350:
Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff, ISBN-13: 978-1422125007
Recommended reading
SmartBrief on Social Media
Social Net Daily
Class Schedule
Week 1: Introductions
We’ll be addressing the following questions: What is this class about? What’s required? What’s marketing? What’s a brand? How do brands engage their audience and keep them intereste? What was new media, what is social media and how did it come to be? Why is social media important?
Week 2: Communities, Blogs and RSS
We’ll be discussing: What a blog is, why we’re talking about it first, why it matters and how to do it well.
Read chapters 1 & 2 in Inbound Marketing, pages 17 – 21, 31 – 34 and chapter 10 (How connecting with the groundswell transforms your company) in Groundswell
The Comm 350 blog has been set up here
The Comm 663 blog has been set up here
Astronomy Picture of the Day: The Mysterious Voynich Manuscript
Coca-Cola - Official Blog
Week 3: Blog Follow-up & Wikis
Wikis are platforms for collaborating on work. How can businesses use wikis to improve efficiency and enhance creativity across teams and between employees and vendors?
Read chapters 3 & 4 in Inbound Marketing, and in Groundswell pages 24 – 26 (Jujitsu and the Technologies of the Groundswell: People Collaborating: Wikis) & 220 – 225 (Groundswell Inside Your Company: Avenue A Case Study)
Week 4: Social Objects
Social objects are what make the Web an interesting place. They go by a variety of names – viral videos, retweetable posts, etc – but what are they? How do they make a difference and how can they be used by businesses to drive awareness?
Read chapter 5 in Inbound Marketing, in Groundswell pages 34 – 37(Jujitsu and the Technologies of the Groundswell: Evaluating New Technologies) & chapter 3 (The Social Technographics Profile)
See especially his the three keys to social media marketing
Will You Be E-Mailing This Column? It’s Awesome
Week 5: Social Networks: Facebook, LinkedIn & Does Anyone Care about Google+?
From Friendster to MySpace to Facebook, LinkedIn and Google+: the evolution of friending and what it all means to businesses trying to engage their audiences.
Read pages 85 – 103 in Inbound Marketing, in Groundswell pages 21 – 24 (Jujitsu and the Technologies of the Groundswell: People Connecting: Social Networks) & chapter 4 (Strategies for tapping the groundswell)
Social Networking in Plain English
IKEA’s kick-ass Facebook campaign
Stephan Pastis’ Facebook Fan Page
Victoria’s Secret Pink Facebook Fan Page
Week 6: The Twittersphere
Is Twitter important or a fad? Are your friends busting your chops about taking the “Twitter class” or jealous you got in? How to compress your products, services, business, opinions and life into 140 keystrokes and have it make a difference? Why is the Twittersphere so big and why does it have the ability to create or destroy a brand’s reputation?
Read pages 103 – 108, 120 – 126 in Inbound Marketing, chapter 5 (Listening to the groundswell) in Groundswell
Week 7: Pictures, Video & Podcasting Your Brand – from Flickr to Instagram iTunes to YouTube
PEER REVIEW PREP!
Week 8: PEER REVIEWS DUE!
Pictures, Video & Podcasting Your Brand Part II
Week 9: Peer Review – Note: Attendance Tonight is MANDATORY!
This week, we will all be reviewing the status of all your online activity associated with this class. Each person will talk with their reviewer about their review in front of the class for 5 to 7 minutes to discuss the review’s contents. You will be graded on your review of someone else and how you comment on your own review for a total of 20% of your grade.
Week 10: Social Media Tools in Action
There are a TON of social media tools out there. What do they do? What are they good for? We’ll discuss these questions and why you need to be fluent in several of them if you ever want to work in social media.
Week 11: Social Media Tools and The Future of the Corporate Website
How is all of this technology changing how more traditional business assets, like Web sites, and events and conferences take shape?
Reread Chapters 1 & 2 in Inbound Marketing
Week 12: Constructing a Social Media Plan
All these different moving parts are interesting, but a business needs to put them all together to make a cohesive plan. What do those plans look like and what makes one good?
This is prep for your final project. DO NOT MISS THIS CLASS!
Read chapters 8, 9 & 10 in Inbound Marketing.
Week 13: What’s New & Review
In social media years, we started this class eons ago. What’s emerged since we began? How is our text book already out of date? How can you incorporate these new things into your social media plan? We will also review everything for your final project and continue to discuss how to write a social media plan.
Read chapter 12 (The future of the groundswell) in Groundswell
Week 14: Final Project Help