Course Sessions
Winter Term Begins
Jan 8

Overview

Do you know how to build your personal brand or generate brand awareness in a corporate setting? In this course, you’ll learn current social media and digital strategies for building a brand and measuring the effectiveness of your efforts across social media platforms. Explore the digital tools and techniques that will help you be more successful as a creative entrepreneur or corporate professional.

Whether you’re selling a product or promoting your personal brand, social and digital are tools for generating awareness. Our flexible, online courses are 8-weeks long and asynchronous to accommodate your busy schedule.


What will you learn in Introduction to Social Media and Digital Strategy?

Week One:
-Customer Engagement
-Social Change
-When Citizens Become the Authority
-Assignments: Engaging Customers for Social Change & Course Research Proposal

Week Two:
-Social Media Policy and Ethics
-Social Media Guidelines
-Assignment: Writing Social Media Guidelines

Week Three:
-Frameworks, Strategies and Analysis
-Social Media Audits
-Learning to Develop Social Media Strategy
-Assignments: Using the SMART Framework to Assess Social Media Strategy & Social Media Audit: Dunkin Donuts
-Quiz: Social and Digital Media

Week Four:
-Analysis of Platforms and Analysis Preparation
-The Four P’s of Marketing
-Defining Key Segments
-SWOT Analysis
-Assignments: Segmentation, Targeting and Positioning: McDonald’s Case Study & SWOT Analysis (Part I)

Week Five:
-Competitive Analysis Preparation
-Identifying Customers and Evaluating Products
-Competitor’s Strengths and Weaknesses
-Market and Industry Outlook
-Assignment: Competitive Analysis

Week Six:
-Facebook
-Twitter
-Pinterest
-Instagram
-Snapchat
-Assignment: Social Media Analysis

Week Seven:
-Search Engines and SEO
-Leveraging Social in SEO
-Social vs. Search
-Measuring Results
-Quiz: Search Engine and SEO

Week Eight:
-Web Analytics
-Breaking Down Conversions
-Social Media and Conversion Rate
-SEO and Conversion Rate
-Final Exam: Amazon Case Study

Required Textbook: Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World by Gary Vaynerchuk

Shannelle Fowler Photo

Shannelle Fowler

Leveraging her experience as an award-winning retail executive, Shannelle Armstrong-Fowler teaches Fashion PR, Social Media and Digital Strategy. Her professional accomplishments include managing public relations for McDonald’s, Sears and Kmart. She also founded Haute & Co. Bridal™ Boutique and REVOLUTION Bridal™.

Armstrong-Fowler earned her master’s degree in Political Management from The George Washington University and has a bachelor’s degree in Administration of Justice from Virginia Commonwealth University.

Course: Introduction to Social Media and Digital Strategies

I’ve been in communications for almost 20 years, I started in government relations and went on to corporate communications. When I started my own business, I used social media and digital communications exclusively to drive brand awareness and build my customer base.

Impact of Social Media According to Shannelle

Need more info?

Contact our advising team at advising@online.colum.edu or call 312-369-5646 (JOIN) to learn more and enroll.

Contact an Advisor