Social Media Strategies and Community Management

The use of social media platforms for promoting organizations, brands and causes has increased exponentially in recent years. Campaigns of all kinds rely heavily on social media, some even exclusively. Communications specialists, whether entry-level or experienced, are finding that the knowledge and skills to design, implement, manage and evaluate social media campaigns are critical to their career.

  Dates Day & Time Fees

In class
Section # 781

January 18, 2018 - February 22, 2018

Thursdays,
6 - 9pm 

Saturdays,
9 am - 4pm

Fee: $995.00*
Alumni Fee: $846.00*

Online synchronous
Section # 762

April 5, 2018 - June 7, 2018 Thursdays only,

6 - 9pm

* Fees for non-credit courses apply

Course duration: 30 hours in class plus approximately 15 hours of readings and assignments
Continuing Education Units (CEUs): 4.5


Registration

This course is part of the Certificate in Digital Content and Community Management Program. For more information, click here.

If you wish to register for an individual course without being admitted to the program, please click here to register.


Description

Engaging stakeholders, clients, supporters, and consumers in trust relationships to promote reputation, public support, brands, products, political campaigns and social causes. Global and multilingual considerations. Students will develop a digital campaign, including appropriate measurement and evaluation.


Topics Covered

  • Principles of online community-building and engagement – trust and influence
  • Principles of consumer behaviour in digital media
  • Online grassroots campaigns, petitions and lobbying
  • Overview of digital marketing practices
  • Consumer relations, brand relations, and promotional campaigns in action: examples of best (and not-so-good) practices in social media campaigns.
  • Targeting audiences and choosing channels
  • Effective diffusion, use and re-use of content
  • Campaign preparation

Other Requirements

Students are required to bring their laptops/notebooks/tablets to class.


Registration Deadline:

One week (7 calendar days) prior to the first class. 
If you miss the registration deadline, please contact 514-398-5454 or pd.conted [at] mcgill.ca


Payment

For information regarding tuition payment please refer to: Student Accounts

Third Party Billing

If you have an agreement with your employer whereby the company should be billed directly for your course fees, please refer here for instructions on initiating a Third Party Sponsorship.


Cancellation Policy:

Transcript Courses
All cancellation & section change requests must be made in writing to Pdregistrations [at] mcgill.ca
Receive a full refund if your cancellation request is received prior the registration deadline - one week (7 calendar days) prior to the first class.
Receive a refund minus $100 cancellation fee if your cancellation request is received after the registration deadline - within one week (7 calendar days) prior to the first class.
No refunds are issued after the first class of the course, however suitable participation substitution will be permitted.


Contact Information

Telephone: 514-398-5454
E-mail: pd.conted [at] mcgill.ca