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Sauder School of Business

Social Media Essentials

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Get a Solid Foundation in Social Media Issues, Opportunities and Tools

This course provides a comprehensive look at social media within a business context. Discover the dynamics that are driving online communications. Explore a range of social media channels and tools, and evaluate the opportunities and potential challenges of each. Embrace the power of social media to boost community engagement and achieve organizational objectives.


  • Learn best practices for primary social media platforms
  • Navigate thorny issues like risk, security and privacy
  • Explore mechanisms for increasing visibility, trust and engagement
  • Develop a social media toolkit
  • Brand consistently while respecting the norms of each social channel
  • Integrate social media with other marketing initiatives

Course Content

  • Social media principles: benefits and opportunities, risks, security and privacy issues, identity, personal branding and reputation management
  • Community and sharing: building relationships and engaging online communities, brand voice, sourcing content (social news and bookmarking, blogs, podcasts, RSS and newsreaders)
  • Social media channels and best practices: blogging, rich media sharing (YouTube, Instagram, etc.), live video (Periscope, Facebook Live, etc.), messaging (Snapchat, Facebook Messenger, etc.), social networking (Facebook, LinkedIn, etc.), twitter, location-based services (Foursquare/Swarm, etc.)
  • Developing and managing your social media ecosystem and governance: social search and social listening, analytics, integrating with other marketing initiatives, social media tools

*Special Feature *

The course includes a survey of how various types of organizations are using social media differently to achieve their goals.


On a mission to help people make smart technology decisions. Experience in broadcasting, content production, training, Web design & development, marketing, communications, PR, and business development. Team player and natural leader. Highly adaptable to various industries and work environmen...


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