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Content Creation · MS elective · 3 credit hours · 16 sessions

Social Media Management

This course focuses on the daily operational excellence required to manage professional brand accounts. Students will learn the “Community Manager” skillset: content calendaring, copywriting for engagement, crisis response, and the use of management tools (like Hootsuite or Buffer). The curriculum emphasizes the human element of digital brands—building relationships, not just posting ads.

§ 01 By the end you can
  1. Master industry-standard management tools (Hootsuite, Sprout Social, Buffer)
  2. Create and maintain a comprehensive Content Calendar
  3. Write engaging social copy tailored to different platforms (LinkedIn vs. IG)
  4. Execute "Community Management" strategies to foster brand loyalty
  5. Handle PR crises and negative feedback in the public eye
§ 02 Sixteen sessions

The whole semester.

  1. 01The Role of the Social Media Manager (SMM)
  2. 02Platform Deep Dive: Meta Ecosystem
  3. 03Platform Deep Dive: TikTok, X, & LinkedIn
  4. 04Content Pillars & Strategy Development
  5. 05The Content Calendar: Planning & Workflow
  6. 06Management Tools: Hootsuite & Buffer
  7. 07Copywriting for Social: Captions & Hooks
  8. 08 · MidtermMidterm Examination
  9. 09Community Management: The Art of Reply
  10. 10Social Customer Service (Care)
  11. 11Hashtag Strategy & SEO for Social
  12. 12Crisis Management & Trolls
  13. 13Analytics & Reporting for Clients
  14. 14Collaborating with Influencers
  15. 15Freelancing as an SMM
  16. 16Final Project: One-Month Content Strategy

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: One-Month Content Strategy

How it’s judged

Recommended reading
  1. Social Media Management: Persuasion in Networked Culture by Ben Shields
  2. The Zen of Social Media Marketing by Shama Hyder
  3. Jab, Jab, Jab, Right Hook by Gary Vaynerchuk
  4. Everybody Writes by Ann Handley
  5. Social Media ROI by Olivier Blanchard
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Crafting Social Media Contagious ContentWhy do some ideas spread like wildfire while others die? This course explores the science of virality. Drawing on behavioral psychology and network theory, students will deconstruct the anatomy of "Contagious" content.
Cross-Platform Content Repurposing"Create Once, Publish Everywhere" (COPE). This efficiency-focused course teaches the workflow of taking a single piece of "Pillar Content" (like a podcast or long-form video) and fracturing it into dozens of micro-assets for TikTok, Twitter, LinkedIn, and Instagram.