I am coming up on my third week teaching at San Jose State University. And while I am having a blast, I am realizing that teaching a class is much more difficult than I anticipated. And I am still trying to get used to the students calling me Professor Brito. Nonetheless, I wanted to share what I will be teaching over the next 3 months. The majority of students enrolled in class are PR, Journalism and Advertising majors. There are a few enrolled from the business school as well.
I decided to divide up the curriculum into three parts (see below) — the social customer, the social brand and the social business in that order. The first part will undoubtedly cover the growing influence of the social customer, the differences between influencers and advocates, common behaviors of the social customer and we be discussing real time case studies such as the Susan Komen & the Planned Parenthood fiasco, Verizon Wireless, Bank Of America, Comcast and Netflix – and whatever else will break over the next 3 months.
The second part of the class will cover the brand’s “response” to the social customer. We will go in depth into social CRM (technology and use cases), marketing campaigns aimed at engagement and community building. We will also discuss technology vendors in the space (i.e. Radian6, Spredfast, Lithium) as well as provide case studies of brands using these technologies to engage with the social customer.
The last part of the class will discuss the operational side of social business internally. We will discuss the challenges that many organizations are facing – employees running wild on social media, getting fired for posting questionable content on social media channels; social media policies and governance, change management and leadership.
In parallel, I am going to help the students focus on personal branding – optimizing their LinkedIn profiles, Twitter accounts; writing blog posts each week, talking about the challenges of social media in the organization and the importance of social media and human resources. If you would like to follow along, the hashtag is #socialSJSU. Wish me luck!