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Courses

Courses in this program may be taken individually or as part of the UBC Award of Achievement in Social Media. Please note the prerequisite requirements for the individual courses. If you are planning to pursue the award, please apply to the program by filling out the online application form.

We also have a one-week intensive day-time Summer Institute in Social Media. Click here to find out more.

NEW
Social Media Tools Workshop
TRISTAN JUTRAS

This practical workshop provides an overview of social media tools for the beginner who is new to social media and who would like a step-by-step approach to core social media applications and how to begin engaging the social media community. This workshop is held in a lab and offers hands-on instruction.

• Social networking: Facebook, LinkedIn
• Social news/social bookmarking/social news: Digg, Reddit, Delicious, StumbleUpon
• RSS: subscribing to blogs and podcasts
• Social media sharing: Flickr, YouTube
• Microblogging: Twitter, Tumblr

The course is recommended for those new to social media and planning to take courses in the UBC Award of Achievement in Social Media program.

ID230W12A Sat, Jan 21, 10am-5pm, UBC Robson Square. $200+tax.
ID230W12B Sat, Mar 17, 10am-5pm, UBC Robson Square. $200+tax.
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NEW
Build your Profile with LinkedIn
NJERI WATKINS

This one-day workshop introduces you to Linkedin and helps you take the first steps to get connected. Find out how to customize your profile and learn tips on what you should include to make a good impression. Learn best practices for developing a professional network that works for you, including how to use LinkedIn to search for people, companies and jobs. Find out what groups are all about, and how to make new connections through introductions or inviting other LinkedIn members to join your network. The workshop includes practical tips for managing your database of contacts, so you can take full advantage of the opportunities, content and expertise that this platform has to offer.

ID231W12A  Sat, Jan 28, 9am-12noon; UBC Robson Square. $85+tax.

ID231W12B  Sat, Mar 10, 9am-12noon; UBC Robson Square. $85+tax.
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UBC Award of Achievement in Social Media

Social Media Fundamentals
TRISTAN JUTRAS

Starting with an overview of social media, this course looks at the history and principles that are driving online communications. You explore the definition of online community and engagement, and learn to identify key stakeholders and how they engage with their community model. Develop your knowledge of the range of social media channels and tools, and understand how to evaluate the opportunities and potential issues of each, including how organizations might use social media differently.

Note: This is a fundamentals course that prepares participants for the next five courses of the UBC Award of Achievement in Social Media program by introducing key terminology and concepts addressed later in the program.  This course is a prerequisite to all other Social Media courses and is a requirement for the Award of Achievement in Social Media. For those new to social media or interested specifically in how to use social media tools, we recommend the Social Media Tools Workshop.

ID200W12M 6 weeks, Mar 13-Apr 23, 2012; 100% Online. $600
ID200W12B 4 Tue, Mar 20 - Apr 10, 6:30-9:30pm; UBC Robson Square. $425
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Social Media Strategy and Marketing
ROCHELLE GRAYSON

Having a sound social media strategy is the first step towards any social media plan. Learn the importance of setting up a strategic framework that matches your overall organizational goals and integrates with your broader marketing activities and initiatives.  Learn to develop a social media marketing campaign that impacts and defines both customer engagement and behavior. Evaluate success and failure scenarios including dealing with time, cost, location and permission constraints. Finally, discover how to leverage social media, promote through viral and traditional marketing channels, and learn to make your brand pop in all the social media noise.

Prerequisite: Social Media Fundamentals
ID206W12A 4 Wed, Feb 22-Mar 14, 6:30-9:30pm; UBC Robson Square. $450
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Social Media Metrics
NIKOLAS BADMINTON

Measuring ROI is a critical skill for any marketing professional, yet the social media space provides new measurement challenges and questions. Knowing how to evaluate your social media efforts involves understanding social metrics and how to measure and evaluate your audience’s behaviour. In this course, you learn to define what a social media metric is, whether to assess qualitatively or quantitatively, and how to determine the best metrics for your business objectives. Understand your online demographics and audience profile, and find out how to measure efforts beyond publishing through a lens of engagement, influence and market activation. Finally, learn to gather actionable insights from your results.

Prerequisite: Social Media Fundamentals
ID223W12A 4 Tue, Feb 21-Mar 13, 6:30-9:30pm; UBC Robson Square. $450
ID223S12M 6 weeks, May 15-Jun 25; 100% Online. $600
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Social Media Governance
MARTY YASKOWICH

Participating in social media can be a game-changing shift for any business or organization, but before you dip your toe (or jump headlong) into the social pool, you need to understand the risk, rewards, opportunities and threats associated with this new communications frontier. New technologies allow you to interact with your customer and target audiences in ways not possible before, but then what? Who owns your voice in the social space and what are the related risks? In this course, you learn the basics of managing personal and professional use of social channels by employees, and build the first steps towards a social media policy. We also examine the factors that most affect success in social media: technological shifts, consumer trust and perspectives, legal and privacy concerns, and governance models.

Prerequisite: Social Media Fundamentals
ID226W12A 4 Wed, Mar 21-Apr 11, 6:30-9:30pm; UBC Robson Square. $450
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Social Media Monetization
ROCHELLE GRAYSON

Trying to sort through and make decisions about your social media strategy? Want to build and monetize an online community through social media? Learn the fundamental building blocks, such as presence, reputation, relationship and identity that define online communities, and explore business models such as advertising, digital merchandising, and branded content that best suit these different communities. Discover concrete tools to help define and establish communities that match business goals, as well as the appropriate business models to maximize success.

Prerequisite: Social Media Fundamentals
ID220W12A 4 Thu, Mar 22-Apr 12, 6:30-9:30pm; UBC Robson Square. $450
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NEW
Social Media Project
ANGELE BEAUSOLEIL

This course showcases best practices in the social media industry and facilitates the development of a social media plan. You apply your knowledge of social media tools, marketing strategy and governance to real-world projects and case studies that are presented to highlight successful approaches to social media planning. The in-class assignment takes you from a project brief through to a final presentation, highlighting the necessary steps in research, analysis and development of a social media plan. You are encouraged to understand, critique and peer review the rationale of a social media strategy and how it fits with an organization’s overall goals.

*Required Prerequisites: SM Fundamentals, SM Strategy & Marketing, SM Metrics, SM Governance and SM Monetization
ID227W12A 4 Tue, Apr 17-May 8, 6:30-9:30pm; UBC Robson Square. $450
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*new additional elective courses...

NEW
Social Media: Building Game Play into your Strategy
ROCHELLE GRAYSON

Today’s social media plan has to captivate and entertain the customer. Building in gameplay and incentives such as contests and online competitions, is paramount to achieving your business objectives and keeping your customers, fans and community members engaged. But how can you effectively merge compelling game play with social media distribution and what does ‘gamification’ really mean in terms of social media strategy? In this course, you learn how social media tools can be used to incorporate game elements and game mechanics, to influence and drive customer behaviour. Finally, understand how to reward community engagement through social media activities and actions.

Recommended Prerequisites: SM Fundamentals and SM Strategy & Marketing

ID221W12A 4 Thu, Apr 19-May 10, 6:30-9:30pm; UBC Robson Square. $450
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