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How to create a Social Media Marketing Course?

 

 Recently I have thought about my experience as a Social Media Marketing Lecturer. It was a fantastic opportunity that was awarded to me and I am grateful for the ability to share my knowledge with others. The biggest take away for me was the solidification of my own understanding of Social.

As a new industry, Social Media Experts are self-taught and just a rather large group of “Otters” who have a keen interest in the fluid digital world. We live and breathe Social. We continuously navigate the changing landscape of Facebook and have added ‘algorithm’ into our names.

As Social Media is evolving quickly into Digital Marketing, it is becoming more and more important for businesses to embark on their journey into the Social Media marketplace. Finally Social Media Marketers are becoming a niche market of their own. Moreover, my job is actually real.

I am excited to consider the occurrence of Bachelor of Social Media Marketing and I challenge any Australian University to think about how they can offer a course that addresses this new form of Digital Marketing. I would like to see Bachelor of Arts, Media and Communications evolve into Social Media Marketing and launch a new breed of Social Media Marketers into the world.

From my experience the role of a Community Manager is growing astronomically. So much so that previously the role of Community Manger was a one-man job. Now I can see breakdowns between Moderator, Content Creator, Media Buyer, Analytics and Reporting Expert and Account Manager.

It is at this point that it leads me to the contention of this article. I would like to share with you the aspects of Social Media Marketing that I have taught in my own course. I am not prepared to share everything, but I would like to give those who are beginning to create courses, a head start into the most important aspects of Social.

The resource that I have created below is an opportunity for lecturers new to Social Media Marketing to use to create their own course. I only ask that I am acknowledged as a source. Please feel free to ask me further questions around the lessons outlined in my course.

Finally my belief in creating and educating others in Social Media Marketing is my main reason for sharing my own knowledge.

  • What is Social Networking?

    An overview of emerging trends in web 2.0 as well as an introduction into new forms of Digital Marketing, based on user trends as opposed to platforms.

    References: click here

  • Social Platforms – representing your brand digitally.

    An introduction into Social Media Platforms and how they can be used effectively to develop brand awareness and increase ROI.

    References: click here

  • The Culture of the Fashion Blogger

    How is blogging emerging as a fashion trend? The new breed of fashion blogging and how that increases product sales and branding. An insider view of blogging and fashion bloggers. Tumbler vs WordPress.

    References: click here 

  • #Hashtags – and how they impact marketing techniques

    Exploring developing trends and how hashtaging can make content viral. How hashtags can affect SEO and other search related marketing practices.

    References: click here 

  • Building followers, likes, comments, and engagement

    Interacting on different platforms to increasing following, how to create content that is marketable and engaging.

    References: click here

  • Creating a solid strategy 

    How to develop a multidimensional strategy that can be used across multiple networks. How to create engagement and indirect selling through initiatives.

    References: click here

  • Social Media Ethics and Copyright

    Creating an understanding around the rules associated with copyright laws and Social Media content delivery. The changing face of Facebook and the devaluing of posts. Creating Infographics and producing viable information.

    References: click here

  • Images and feel of Social Media platforms – the dos and don’ts.

    How to make your brand feel professional? What is a quality post and how to make your brand stand out? Developing quality images and using them to represent your brand in an exceptional way.

    References: click here

  • Creating and building audiences and developing a ‘social tone’.

    Understanding the behaviours of a community and responding to community wants and needs. Defining audience engagement and building on a dynamic community that responds to brand initiatives.

    References: click here 

  • Market tools and Market leaders – Case Studies

    Using Social Media Dashboards to publish content easily, connecting with market leaders and following trends, as well as looking into Fashion Brands and how they are using Social Media to increase brand awareness.

    References: click here

  • Social Media Marketing and Advertising on platforms.

    Using and developing keyword based interests to reach audiences. Defining the types of advertising on Social Media platforms, as well as targeting demographics and creating measurable campaigns. Using analytics to assess success and failures.

    References: click here 

  • Creating an e-Commerce business

    The emergence of Facebook selling and its effects on traditional e-Commerce websites. Developing a purchasing audience. How to create sell-able content? Revolutionising retail with online shopping.

    References: click here 

  • Understanding the motive behind internet trolls and responding to negativity on a public forum.

    How to make your move on internet trolls and how to stop them from ruining your business. Dealing with bad reviews and how to counteract negative feedback.

    References: click here

  • Each of the topics listed above are several aspects of Social Media Marketing that must be considered in order to develop a solid University level course. My learnings from lecturing in Social Media is that the landscape is moving so quickly that the lectures I had written five weeks earlier, were already out of date. This is particularly frustrating as it is able to evolve faster than you can teach it. It is this reason that I believe my role will always have a proportion of Community Management, without it I do not believe that anyone can stay in touch with the foundations of this new media platform.

~MsMMango
“Educate for the belief in a better future.”
Follow me on Instagram: @MsMMango 

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So you think you are a Social Media Expert? #SocialMedia

More and more I am hearing a lot about how easy it is to do Social Media and why would anyone want to enlist the help of an expert, and who actually is a Social Media ‘Expert’ anyway?

istock_000011297168small-564x395Nothing frustrates me further. Being an Academic who studied version 2004-2006 of Media and Communications at Monash University Melbourne, I understand what is meant when people talk about this new breed of uneducated ‘Social Media Gurus’. Idiosyncratically the pimply kid with the ‘Pumped Up Kicks’, a pair of Beats headphones, wearing skinny jeans, carrying a Mac Book Pro and a latte. As the current Social Media explosion is self taught and those whom fit into the above category generally are the experts.

As Social Media evolves quicker than the seasons change, so does the social landscape. A Social Media Expert knows this and actively participates in building and developing this landscape through understanding the culture in which they exist. A Social Media Guru lives and breathes Social Media Strategy. They post, share, emote, comment, RT, pin, blog and like in their sleep.

In response to the development of Web 2.0, Universities are finally beginning to understand and educate about the power of such a large medium. In the future we will see a Bachelor of Social Media And Communication. Our experts will be experts and educated accordingly.

Yes, anyone and everyone can jump on Facebook; upload a picture and make sense of it, but a Social Media Strategist is able to identify inadequacies in the work of a novice to the highly constructed and contextualised piece of an expert. As Covey once said “Begin with the end in mind”, we can apply this theory to the creation of a sound Social Media Strategy.

social-media-expert-married-to-the-seaLet me make this clear, just because you can upload something onto your personal page does not mean that you can create an engaging and interactive strategy for your business. But then again maybe you can, and if you can you should really be working in Social Media alongside me.

From my experience in the industry, those who choose self management over external management rarely succeed in this ever changing landscape. With a wide range of errors on posts and general directional focus clearly identified by experts with one scroll on the page. With Social Media networks changing the rules as often as Google sends out a Penguin and Panda update, you need someone who knows what they are doing. Moreover someone who has ‘tried and tested’ beforehand.

Having been on Facebook before it was open to the public in September 2006, I have seen the changing face of the interface. And the way the initial Fan Pages have developed into advertising giants of the current version of Pages is a demonstration of it’s willingness to evolve into a highly marketable product. To turn the need for digital social interaction into a medium of considerable marketing opportunities for users and businesses is technological progression at its finest.

Social Media Solutionists are across a variety of different platforms in the most effective ways. We understand the environment we exist in, as we are the ones who shape it for the future. And yes, there is always something new to learn and to read and to follow. We connect and chat with other professionals and most importantly we love Social Media so much that we write blogs ourselves. We lead by example.

Part of my job is managing what people are saying about your brand and topics that relate to your brand, as well as creatively thinking and developing content for posts and branding. The last part is having my finger on the erratic Social Media pulse in order to develop appropriate strategies in line with Social Media trends.

shutterstock_111781289Furthermore, the moment you hand over your profile you are not losing control of your brand, you are opening it up to your audience directly. Your company will still have access to every one of your pages and have the ability to create posts at any point. But before you post, I recommend that you send them to your Social Consultant instead so it does not disrupt the marketing and direction of the strategy.

Experienced Strategists will have worked within a variety of different industries and be able to understand the best use practices for the said audience. They will also understand in part the process behind the Search Engine Optimisation and how to increase your website traffic through the integration of Social Networks.

Having ‘tried it before’, experienced strategists will know what are the right mediums to engage your audience and what content will be the most successful online. We know it because we live and breathe it. We mimic our expertise on our own personal pages and we continue to learn and go.

Companies who do not dive into this landscape now will be left behind in the digital rat race. As we increase in social communication, we change how we wish to receive information. In the ‘olden days’ before Facebook, we could seek information through news and content outlets, we would search for the information and we would receive an opinionated and biased view of the news. Times haves changed and now we choose when, how and what sort of information that we want communicated to us, and by what platform in which we receive it.

generationyGen Y has moved so effortlessly into this technological sphere through schooling and are less and less reliant on televised news for current political, economical and social events. We are sitting on our smart phones, subscribing to RSS feeds and tweets. In addition, Gen Z is the first generation to not have lived without the internet. Technologically connected from the beginning and their exposure to content out reaching their capacity to comprehend it.

My point here is that in order to continue to ensure the longevity of your business, you will need to move with the times and tap into this digital market. As Gen Z will be your future and the decisions you make now will impact the likelihood of them continuing to build your brand.

So next time you are thinking about the value of a Social Media Professional, you must ask yourself if trusting the branding of your company to inexperienced hands is really worth it? Moreover why poorly paint your nails yourself, when you can get an expert finish at a Manicurist?


~MsMMango

“Being social is more than a post.”

#NB: This is a repost of an original post by MsMMango – if you want to talk Social Media, follow me on Twitter @MsMMango or emmango@me.com 


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Get likes from your intellect, not from your body.

Recently I have been beginning to see photo uploads that have bothering me, and it all has to do with women uploading pictures to public networks with minimal clothing. My issue here is that intelligence is far more beautiful than showing excess amount of your skin in a mirror as a like drive.

We want ourselves to be respected by our peers and respected by men but we allow ourselves to fall into the trap of exactly what we have fought so hard against.10417016_785785258113158_2653903517395523347_n

I am not by any means condemning women for uploading all photos of themselves wearing next to nothing, but I believe the purpose behind those uploads is what needs to be looked into further. Of course fitness professionals and models have pictures of themselves online with barely any clothes everyday. And their messages are very different from, “going to the gym to work on my abs”.the-internet-called-out-kim-kardashian-for-photoshopping-her-sexy-selfie

We all know that sex sells. It is easily the quickest way to memorably market your product. However you must remember that when the product is you, you are sending the message that you would prefer people to like you because of the way you look as opposed to your intellect.

I’ve got abs, I could upload a cheesy gym selfie in a crop top or in my bathes at the pool, but I don’t. I don’t because to me that is something that should be left for my private audience or even left off Social Media entirely. Let’s be clear, I am not hating on the private bathes shot on the isolated beach. I am simply bringing to light the amount of women who believe that public marketing their bodies is an effective way of gaining likes. I will not use my body on my public Social Media networks to drive my following.selfie-sundays-21-04-13-sweatforit1

What you decide to do on your personal Facebook with your friends is up to you, but what you do in the public sphere is completely different. Perhaps it is that coming from a background in Education, where a simple bathes shot could cause you to bring the ‘profession into disrepute’, that I believe that there is much more to a woman than her abs in a mirror.

I think of the public Social Media world as LinkedIn, you would never upload a profile photo of you in your bathes on LinkedIn. You would not do it because it is not professional and it does not send the right message. But on your public Instagram, you will upload several pictures of you just hanging out with your mid drift bare. Do you see the correlation?

Fitness professionals with fantastic weight loss stories, body building triumphs, marathons or swimming heats are more than able to upload skin revealing shots. As they create a story and send a message of becoming a powerful woman, however I still will make the statement that many of those shots will be just as powerful with fully clothed. (See example below) For obvious reasons, the swimmers should remain in bathing suits, as technically this is their professional uniform and totally acceptable.

To reiterate my point here, if you are marketing yourself through the use of your skin, be very careful about the message you are sending. Because as for me that message is much more credible if it is cultured from intelligence.

~Mango
“Send your daughter the message that she is intelligent and she will conquer all.” 

Below is an example of a great gym selfie that we should see more of, as it sends a really strong and realistic message:

Workout-Gym-Selfie-Smoothie


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Becoming a Social Media Marketing Lecturer

I would like to formally announce my appointment as a Social Media Marketing Lecturer.

It is one of the biggest achievements of my career and I am very excited to be given this opportunity to lecture in Social Media Marketing for Fashion students. I am busily trying to develop my curriculum and course structure before the classes officially beginning at the end of July. I will be looking into creating and developing content on Social Networks, audience behaviour and marketing.

I am also looking for any small fashion companies that would like to be featured in my classes, as I have a strong Educational Philosophy of learning by example. Please contact me if you have a fantastic Case Study.

Hopefully I will be able to have time to create more blog posts, as I have a few up my sleeve. So please stay tuned.

~Mango
“Education is the forefront of change.” 

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7 Ways Teachers Use Social Media in the Classroom

http://mashable.com/2013/08/18/social-media-teachers/


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What are we really saying? A technological evolutionary discourse.

We have all sat down at High School and questioned ourselves about the point of what we are learning and where in ‘real life’ are we ever going to use it again. I know I used to do this in a variety of different subjects, except the ‘value add’ for me meant that in the future I could actually be teaching this content someday.

More poignant is the fact that schooling really does set you up for the world outside the Education System. Its entire point is to teach you how to count (never got that memo), spell and communicate with others in an orderly fashion. It is unfortunate that some of us fail to learn the lessons we are taught and consequentially exhibit the same behaviours well into our adult lives. I would argue that in general this is a result of bad parenting than that of a lack of Educational Development.

950776-exams

New Media Technologies and the increase of editable Digital Content Media has enabled the use of language to increase from verbal to digitalised visual text. We have become the master communicators of keystrokes. I remember questioning the point of handwriting in High School, as the increase of computer technology would mean that potentially we would sit our exams on computers. This never happened. It has also never happened to any of the classes that I have taught over the last six years. Although digitalisation has increased the ability to develop concise and purposeful digital assessment tasks, this has not yet been established for examinations. Moreover, I can’t foresee the Year 12 VCE English Exam being typed anytime soon.

rosetta-stone

For this exact reason, I used to make my ‘Laptop Students’ handwrite. They used to hate me for it, but my argument always remained the same – “until the VCE changes to computer based testing, you will handwrite.” It is a win and lose situation for many teachers, because again there are many students who failed to receive their ‘pen licenses’ so reading their work is almost as hard as decoding the Rosetta Stone.

Alas, we have exploded into the digital sphere. For most it is a place of content overload and the ability to seek the answers to the questions that we used to have to consult an Encyclopedia. We have Social Media, we can emote, share, comment, and like. We can craft the digital image that we want to best represent ourselves. Ironically we never portray the real image of ourselves, but the happy, fit, intelligent version that everyone wants to be friends with. As Social Media has developed, so have contextual rules of engagement. Apparently we can be categorised by the different types of posts we make and those we don’t. Psychologically most people can read the intercontextual meanings of the post and distinguish its fundamental reasoning, thus allowing the reader to develop a psychological evaluation of the subcontext.

Facebook

We each hold our own views of the types of posts that we will and will not make. Some people post food, others post quotes and pictures, others comment on each moment of their life, others post deliberately ambiguous posts to create a reaction. I am not afraid of any of those topics, I am happy to post it all. I guess that is a part of being a Social Media Strategist, you can wear different hats and still enable the consistencies of a directional focus. Facebook has come a long way since I jumped online on the 22 August 2006.  I remember each and every status started with “Em is…” and you would have to write what you were doing in Third Person. Facebook would then automatically adjust the gender descriptions in reference to your nominated sex. Most importantly at this point, if you didn’t want to exist on Facebook, you could virtually hide yourself from everyone.

SpellCheck1

New Media of today has developed significantly from the older days of the casual text message. As Digital Media is easily editable and content is changed, refreshed and added to daily, we have lost the large focus on proofreading that we have with Print Media. The point I make here is that although it is digital, we need to ensure that the content in which we are posting is spelled correctly. Otherwise you leave yourself open to those psychological and intellectual prejudices discussed earlier. We all make mistakes. To that effect I will be reading over this post several times before I even consider posting it. Then as Murphy’s Law dictates, I will still find another error after I post. I guess my issue is not with the errors as such, but the lack of effort to correct them. What is more frustrating is that our phones and computers have spell check on them. They help us to correct mistakes even before we have even picked them up.

Maybe it is the English Teacher in me, but it is painstakingly dreadful reading content that has not been proofread for errors. We  know the difference between a typo, a spelling error and all out incorrect usage of a word.  I will also add that I know that I am not perfect and sometimes I also make mistakes. But I can tell you right now that if I find one, I will delete the post and write it again. I have established that the most likely time for me to make a typo is in the morning whilst I am ‘Pirate-booking’ (Facebooking with one eye open). As I personally define myself as a ‘Pseudo English Teacher’, and to this notion I know there are colleagues of mine out there reading this piece and identifying syntax and grammatical errors. I would also argue that 90% of the population, me included would not even notice.

What we do notice is improper usage of ‘where, were, we’re’ and ‘they’re, there, their’ as well as ‘your, you’re and you are’. If you do not know what the differences are, then maybe it is time to take a refresher course in Basic English Grammar. Because consequentially you are outing yourself to be Number 8 in Wait But Why’s ‘7 Ways to Be Insufferable on Facebook’.

1305311124046_5764486With the evolution of Digital Media becoming ever more present in society and our children are taking to Digital Media before most of them are even able to construct a Text Response Essay, do you think we will become more intelligent? Or is it more likely that the types of fail safes such as spell check will improve dramatically enough to stop the basic of human errors?

It concerns me that we are continuing to broadcast ourselves without giving second thought to the intercontextual meaning of the post. Although having read the ‘7 Ways to Be Insufferable on Facebook’ post it is clear that we do in fact exhibit a number of the categories that are mentioned in the post. It is more surprising that original purpose for a 2006 Facebook status update falls into category three – The Literal Status Update, yet it is pointed to as being narcissistic and a symbol of loneliness. Thus defeating the purpose of Facebook entirely. This blog post only makes me believe that your Facebook is your Facebook, and whatever you want to post is your business. Of course there are types of posts that I wouldn’t recommend, but all in all that is ultimately your decision. I am just begging for some proofreading to be undertaken before posting to ensure you don’t come off looking like you failed to meet the requirements of Year 7 English.

~Mango
“It isn’t just how you look, it is how you spell.”