Teaching Social Media for the Columbia Business School Executive MBA Program

Aug 112017
 

social media planning Columbia Business School EMBA It was my honor to teach social media planning for the Executive MBA program summer session at the Columbia Business School.  Professor Emeritus of Business Marketing Don Sexton leads a lively class of fresh thinkers with insightful questions.

The curriculum I presented as guest lecturer provided an historical overview of social media, with a strong focus on processes and tools for social media planning–including many links to deeper insights, templates, and more. The rest of the class focused on where this fast-changing field is headed in terms of technology, user habits and expectations, and marketing tactics:

Social Media Landscape

  • Evolution of Social Media from 1973 to Present
  • Changing Dynamics
  • Users and User Habits of Different Sites

Elements of Social Media Planning

  • Goals and Objectives
  • Competitive Social Media Audit
  • Finding an Audience
  • Choosing Channels
  • Engaging Influencers
  • Content Strategy
  • Tactics for Engagement
  • Tools
  • Planning Templates
  • Budget and Staff

Trends: Top Directional Changes for 2017 and Beyond–With Current Real World Examples

  • Social video—live, 360°, mixed reality
  • Integrated and omni-channel
  • Increasingly robust reporting
  • Better tracking of users, including military grade social listening
  • Customer relationship building
  • Making the customer an insider and humanizing companies
  • Customer service
  • Holding companies accountable
  • User-generated content
  • Not social if not human?

The Executive MBA Program at the Columbia Business School is a world-class Executive MBA education that provides access to leaders across many business fields and functions; access that leads to even greater impact and success. Immersed in a dynamic business environment in one of the world’s great business cities, you’ll study with renowned professors and prominent practitioners. The core curriculum embraces both big-picture business and entrepreneurial dreams. The program is identical to our Full-Time MBA in every way but with a flexible schedule for working executives.

© 2014 Lisa Merriam