Portland Community College | Portland, Oregon

Due to the nature of the course, all students will be required to access and use social media for course completion both for research purposes and for exploration of communication options within social media networks. This may include establishment of social network accounts outside of the PCC network infrastructure, as well as creating minimal user profiles within those accounts. 

Upon successful completion of the course, students should be able to:

1. Describe the role social media plays in an overall marketing strategy.
2. Conduct social listening to monitor community conversations and evaluate competitor strategies.
3. Create social media content for specific target audiences using brand voice and style guides.
4. Use social media metrics to evaluate whether social media efforts are contributing to the overall marketing objectives.
5. ɳ°ÍÌåÓý¹ÙÍø a social media strategy using organic content, paid ads, and word of mouth marketing techniques including influencers and collaborations.

• ɳ°ÍÌåÓý¹ÙÍøment of social media strategies
• Creating personas/avatars
• Conduct social listening
• ɳ°ÍÌåÓý¹ÙÍø and place content for specific target audiences
• Create social media posts and ads
• Evaluate social media posts
• Design social media pages
• Create organic content, paid ads, analyze use of influencers
• Use artificial intelligence in social media marketing
• Explore how branding is used in social media
• Analyze social media metrics

• Attendance and participation in class activities
• Participation in individual or group project assignments
• Completion of assigned homework
• Completion of assessment examinations

• Marketing strategies
• Content planning and calendars
• Metrics and data analysis
• Branding and design
• Variety of content formats
• Paid ads and organic content
• Audience engagement