The Teaching of Social Media Marketing

Abstract

The adoption of social media marketing by organizations for branding, marketing communications, and customer relationship marketing creates a need for a new course in the marketing curriculum. For marketing faculty accepting the task of teaching a course on social media marketing, there is a learning curve based in part on the recency with which the field has developed. In this special session, a framework for teaching social media marketing will be presented along with resources and suggested activities by marketing faculty with experience teaching the course.Participants will learn a framework for understanding the types of social media marketing activities from which organizations draw. Introductions will be provided for primary forms of social media marketing channels including social networks, blogs and media-sharing sites, gaming, and commerce-enabled social sites. Panel members, each with several semesters experience in teaching the course, will share organizational strategies for developing a course in social media marketing, sample syllabi, favorite resources, and sample projects and activities. This session will be highly interactive and flexible to meet the needs of those attending.References available upon request 475

Millennials y redes sociales: estrategias para una comunicación de marca efectiva

“…Los Milenials se caracterizan por una filosofía de participación (Tuten & Solomon, 2014). De manera natural, usan Internet para generar contenido y expresar sus opiniones.…”

Follow Me, What’s the Harm? Considerations of Catfishing and Utilizing Fake Online Personas on Social Media

“…According to Safko and Brake (2009), social media encompasses interactions between people online-all the ways they participate in and share information, knowledge, and opinions while using web-based applications to communicate. Social community channels can be described as a way for users with common interest to participate in exchanges online (Tuten & Solomon, 2013). In addition, these sites can be defined as collaborative projects (e.g., Wikipedia), blogs, content communities (e.g., YouTube), social networking sites (e.g., Facebook), virtual gaming world JLAS Vol.…”

A qualitative inquiry into customers' perspectives on branding and the role of digital technologies in B2B: A case study of Panasonic

“…We adopted Tuten and Solomon (2013) definition and conceptualisation of a digital 'footprint', according to which a digital 'footprint' represents a map of an individual's or company's activities and engagement with social media digital channels, clarifying the purpose of such activities and engagement across four possible social media zones, namely, social community (zone 1), social publishing (zone 2), social commerce (zone 3) and social entertainment (zone 4).…”