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.