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Weekly Schedule

Please note all readings and case studies will be updated on the class website.

This is the tentative outline for our course. The syllabus may be amended if particular points need to be emphasized or skills practiced. We also may need to adjust our class schedule to accommodate our guest lecturers. We will announce changes to the class syllabus in class, via the class website (432.3RhinoAcademy.com and Twitter #lsc432).

Please note it is your responsibility to follow the class blog for homework assignment and other logistical information.

IMPORTANT! Additional reading assignments may be listed in the blog and via Twitter (#lsc432 hashtag), so make sure to keep updated by reading regularly.

WEEK 1: COURSE INTRO … BECOMING A MEANING MAKER WITH SOCIAL TECHNOLOGY (1/22, 1/24)
Lecture 1: You, me and LSC 432 (goals, projects, expectations, course blog).

Homework

  • Investigate your options for creating a personal blog using a tool such as WordPress, Tumblr or another tool of your choosing.
  • Set up basic Twitter and LinkedIn profiles for professional use (if you haven’t already). Tweet to me using the class hashtag #lsc432 so we can create a class list. Tweet what your potential blog topics might be (based on your professional interests and ambitions) and if you’ll be using WordPress, Tumblr or another publishing platform.
Due:Nothing, it’s the first day

 

Lecture 2: The Changing World of Social and The Power of Blogging (social tools and the hub)

Understanding the social media and digital marketing landscape.

Homework

  • Download Stanford Smith’s 7 Minute Blog Strategy from www.pushingsocial.com. Read the book and complete the Minute #1 homework assignment “Setting Your Goals”. Print and bring to class next class. We will discuss in class what topics are, how to narrow your focus, etc.
  • Begin setting up your blog professional blog
  • Google yourself. Type out what search results you find.

 

Due:

  • Your tweets to me @3rhinomedia, @natemoll and @a_kowlasky using the class hashtag #lsc432. Tell me your potential blog topic and blog tool of choice.

WEEK 2: BUILDING A PROFESSIONAL PRESCENCE ONLINE (1/29, 1/31)

Lecture 3: Building your personal brand through social media and blogging. Building the hub and spokes. In-class session where we will review topic choices in small groups. Q&A on blog set up.

Homework

  • Complete Minute #2 and Minute #3 homework from Stanford Smith’s 7 Minute Blog Strategy. Print and bring to class.
  • Google Yourself Assignment
  • Begin working on your about page for your blog
  • Prepare questions for Stanford Smith joining up. You can tweet questions to him @pushingsocial
  • Watch video interview with Chris Craft.
  • Do you want to have your own domain name and hosting?
Due:

  • Copy of your answers to Minute #1 Homework Assignment.
  • Google yourself results. Type out what search results you find.

 

Lecture 4: Guest Lecture with Stanford Smith

Stanford is a well-known guest contributor to a “who’s who” list of top social media blogs including Copyblogger, Problogger, Write to Done, Convince and Convert, and {grow}. You can see his latest work at pushingsocial.com and follow him on Twitter at twitter.com/pushingsocial.

Homework

  • Begin working on Minute #4 and tweet out your “aha’s” from Stan’s guest lecture.
  • What are the big questions people in your industry have? How can you help answer them?
  • Watch Video pre-interview with Erin Podalak

 

Due:

  • Minute #2 and Minute #3 homework 7 Minute Blog Strategy. Print and bring to class.
  • BLOG set up and BLOG address,

 

 

WEEK 3: ESTABLISHING YOUR CONNECTIONS, METRICS AND STARTING TWITTER (2/5, 2/7)
Lecture 5: Guest Lecture with Erin Podolack connecting with Experts

Erin was a student in LSC 432 last year who used her blog, Twitter and lessons from class to get recognized by Scientific American as a young and up-and-coming science writer. She now works as a  member of the narrative reporting team at Dana-Farber Cancer Institute in Boston, MA. At Dana-Farber she concentrates on writing about basic science, clinical research and new technologies for several different types of cancer.

Homework

  • Tweet your best tips from Erin and write a short paper (>1 page) that includes your “ahas” and key takes aways from the interview.
  • Start Stakeholder Stalk: Research and list out at least 10 key accounts to connect with a brief description explaining why they are valuable to you and your goals. Consider how you will connect with them. Will you start following them on Twitter? Commenting on their blogs? Connecting via LinkedIn?
  • Copyblogger http://www.copyblogger.com/how-to-write-headlines-that-work/
Due:

  • Minute #4 draft blog posts.

 

Lecture 6: Twitter Chats Debrief on the expert interviews. Introduction to Twitter for your brand.
Getting the foundations of blogging. Why post titles matter. In class, we will post our top 5 titles as drafts.

Homework

  • Post about your topic on your blog. Why do you care about it? Who do you want to help? How are you adding value? Tweet the address of your blog using the class #lsc432. Select an appropriate theme.
  • Plan on attending #blogchat Sunday night. Attendance will be taken.
  • Begin reading “Tao of Twittter p1-48

 

Due:

  • Stakeholder Stalk: 10 key accounts and why you are following them and how you will connect with them (draft)

 

WEEK 4: REVIEWING BLOGCHAT, STARTING TWITTER AND KLOUT (2/12, 2/14)
Lecture 7: 
Reviewing first #blogchat experience. We will be the topic for the next #blogchat and it will be about discovering your voice and gaining momentum. We will look at HootSuite and TweetDeck.

Homework

  • Reviewing #blogchat Sunday night. What was the experience like?
  • Tweet questions to @MarkWSchaefer using the class hashtag #lsc432
  • Reading TBA
Due:

  • About Page DONE
  • #blogchat reflection paper

 

 

 

Lecture 8: Guest Lecture with Mark Schaefer (@markwschaefer), Social Media Rockstar! Mark is a Forbes magazine “Power 50″ social media influencers of the world and AdAge magazine “Power 150″ marketing blogger”. He’s a globally-recognized business writer, university lecturer, and innovator, receiving seven international patents for new product ideas with Fortune 100 companies. And he’s one heck of a great guy.

Homework

  • Work on next post
  • Reflection paper (or blog post) about having Mark in class and what you learned. How can it be applied to your industry?
  • Reading TBA
Due:

  • Post #1 and Post #2:
  • (attend #blogchat on Sunday night)

 

 

WEEK 5: ADDING CONTENT MARKETING TO THE MIX  (2/19, 2/21)
Lecture 9: Content Marketing and how it fits into Social Media Marketing.

Homework

  • Review interview with Joe Pulizzi
  • Tweet content marketing questions to Joe P
  • Continue Twitter work and reaching out to influencers
  • Download and skim Inbound and Content Marketing Made Easy by Marcus Sheridan
Due:

  • Reflection paper or post about Mark visiting class

 

 

 

Lecture 10: Guest lecture on Content Marketing by Joe Pulizzi, founder of the Content Marketing Institute @juntajoe. He is a leading author, speaker and strategist for content marketing. Joe is first and foremost a content marketing evangelist, and founded the Content Marketing Institute (a division of Z Squared Media, a 2012 Inc 500 Company), which includes the largest in-person content marketing event, Content Marketing World as well as Chief Content Officer magazine, the leading magazine for content marketers. Joe is also co-author of  Get Content Get Customers (McGraw-Hill), recognized as THE handbook for content marketing, as well as Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand.

Homework

  • Write a blog post or reflection paper on what you learned about content marketing from the Joe Pulizzi interview.
  • Reading TBA
Due:

  • Post #3 and Post #4

 

 

 

WEEK 6: WORK SESSIONS/MID-TERM REPORT ON CONNECTIONS (2/26, 2,28)
Lecture 11: Check-in strategy sessions

Homework

  • Write short update paper on your current progress. How are you progressing with making industry connections on Twitter and commenting on blogs? When you “google” yourself, are you getting better results? What are you struggling with? Where are you succeeding?
  • Reading TBA
Due:

  • Blog post or reflection paper

 

 

 

Lecture 12: Check-in strategy sessions

Homework

  • Begin reaching out to an expert, thought-leader, etc. in your industry and try to get a guest interview or guest post.
  • Reading TBA
Due:

  • Post #5 and Post #6
  • Mid-term progress report due next Tuesday

 

 

 

WEEK 7: CONTENT MARKETING SOCIAL PROOF INTERVIEW POSTS (3/5, 3/7)
Lecture 13: Interview post. How to Leverage YouTube and the Power of Video

Homework

  • Prepare for guest lecture with Marcus Sheridan
  • http://www.thesaleslion.com/meet-the-sales-lion/meet-marcus-2/
Due:

  • Provide brief update on progress with guest interviewee

 

 

Lecture 14: TENTATIVE GUEST LECTURE WITH Marcus Sheridan, The Sales Lion

Homework

  • Write either blog post or reflection paper about what you learned from Marcus. Again, relate it to your industry.
Due:

  • Post #7 and Post #8

 

 

WEEK 8: LINKEDIN AND THE ROLE IT PLAYS IN SOCIAL MEDIA (3/12, 3/14)

Lecture 15: Content Marketing. Review Guest Lecture with Marcus Sheridan.

Homework Due:

 

Lecture 16: Introduction to LinkedIn

Homework

  • Begin reading Neal Schaffer’s 30 Minutes to Maximizing LinkedIn @NealSchaffer
  • Begin setting up your LinkedIn profile
Due:

  • Post #9 and Post #10

 

 

 

WEEK 9: LINKEDIN AND INDIVIDUAL MEETINGS (3/19, 3/21)
Lecture 17: LinkedIn and connecting LinkedIn with your other social channels

Homework Due:

  • nothing

 

Lecture 18: Meetings

Homework Due:

  • Post #11 and Post #12

 

SPRING BREAK March 23 – March 31

WEEK 10: BEGINNING CLIENT PROJECT (4/2, 4/4)
Lecture 19: Beginning group project. Introduction to Facebook and Facebook Marketing

Homework

  • Reading TBA
Due:

  • nothing

 

Lecture 20: Don will be out. Alex, Nate and Leona will meet with teams and talk about Facebook marketing strategy.

Homework

  • work in teams on Facebook marketing strategy and other tools of your choice.
Due:

  • Post #13 and Post #14 for personal blog

 

WEEK 11: CLIENT PROJECT CONTINUED (4/9, 4/11)
Lecture 21: Conducting background research for client

Homework

  • Reading TBA
Due:

  • TBA

 

Lecture 22: Facebook Marketing and Metrics

Homework

  • Reading TBA
Due:

  • Post #15 and Post #16 for personal blog

 

 

WEEK 12: CLIENT PROJECT CONTINUED (4/16, 4/18)
Lecture 23: Facebook Marketing and Metrics Continued

Homework

  • Reading TBA
Due:

  • TBA

 

Lecture 24: Don will be out. Alex, Nate and Leona will meet with teams and talk about Facebook marketing strategy.

Homework

  • Reading TBA
Due:

  • Post #17 and Post #18 for personal blog

 

WEEK 13: CLIENT PROJECT CONTINUED (4/23, 4/25)
Lecture 25: Client work session

Homework

  • Reading TBA
Due:

  • TBA

 

Lecture 26: Client Work Session

Homework

  • Reading TBA
Due:

  • Post #19 and Post #20 for personal blog

 

WEEK 14: FINISH CLIENT PROJECT (4/30, 5/2)
Lecture 27: Client Presentations

Homework Due:

  • Client Presentations

 

Lecture 28: Client Presentations

Homework

  • Work on personal reflection paper.
Due:

  • Client Presentations

 

WEEK 15: PRESENT YOUR PROJECT (5/7, 5/9)
Lecture 29: Reviewing the semester. What you learned and where it can take you

Due:

  • Summary paper on all you accomplished this semester. Cover your knowledge gained, connections made and key lessons learned. Also, explain how your Google search results have changed from

 

Lecture 30: Class Potluck and watch “The Social Network”

 

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