SEO500 - A Case for Social Media Marketing

Outline info
Last revision date 2018-04-10 14:39:31.098
Last review date 2018-04-10 14:39:42.243

Subject Title
A Case for Social Media Marketing

Subject Description
Current and potential customers are utilizing various social media platforms to converse about your product/service. Understand how to leverage online tools for gaining insight into your customer base, as well as your competition. Students will develop an in-depth understanding of these platforms, and how to develop a strategy that can be monitored and measured to calculate Social Media ROI.

Credit Status
1 full credit

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Describe the role of social media in modern day business
2. Design social media profiles and content for your business
3. Leverage online tools to gain insight into your customer base and competition.
4. Analyze Key Performance Indicators as they relate to Social Media
5. Develop a social media monitoring and marketing strategy for a business
6. Launch and Social Media Campaign
7. Create dashboards and reporting to track social media performance and ROI
8. Communicate insight and results tied to business objectives

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.


Topic Outline
The Role of Social Media in Modern Day Business
·        History and future of social media marketing
·        Defining Social Media and Social Media Marketing
·        Identify measurable business outcomes tied to social media initiatives
·        Emerging web 2.0 technologies
Social Media Platforms Overview
·        Research current social media platforms
·        Select social media channels appropriate to your business
·        Design engaging social content
·        Set up a Facebook fan page worth fanning
·        Understand Facebook fan page measurement and analytics
·        Create a Twitter account, tweeting best practices and twitter measurement
·        Set up a LinkedIn profile for your business and tie it to Facebook and Twitter
Planning Corporate Social Media Strategy
·        Research and prepare a professional proposal
·        Define business objectives tied to social media
·        Perform customer base and competitive analysis using online tools
·        Define the target audience, goals, story/experience/call to action
·        Create a publishing schedule or content path
Monitoring and Measuring Social Media Performance
·        Develop social media monitoring strategy for a business
·        Analyse Key Performance Indicators as they relate to Social Media
·        Design dashboards and reporting to measure results
·        Communicate insight and results of social media activities tied to business objectives

Mode of Instruction
The primary mode of learning is through classroom lecture and instruction, and hands on labs. Additional modes of instruction include class discussion, lecture and question and answer period.

Prescribed Texts
“Auditing Social Media: A Governance and Risk Guide”
by Peter R. Scott and J. Mike Jacka
(John Wiley & Sons, Incorporated)
ISBN:  9781118061756

Promotion Policy

Grading Policy
A+ 90%  to  100%
A 80%  to  89%
B+ 75%  to  79%
B 70%  to  74%
C+ 65%  to  69%
C 60%  to  64%
D+ 55%  to  59%
D 50%  to  54%
F 0%    to  49% (Not a Pass)
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online ( or at Seneca's Registrar's Offices.

Modes of Evaluation

 Assignment 1: The Role of Social Media in Modern Day Business 10%
 Assignment 2: Exploring Social Media Platforms – Mini Presentation 10%
 Assignment 3: Designing Engaging Social Media Content – Create a Business Profile 15%
 Assignment 4: Monitoring and Measuring Social Media Performance - Reporting 15%
 Project + Presentation – Social Media Strategy 35%
 Summative Quiz 15%
TOTAL 100%

This subject is part of the Search Engine Optimization Analyst, Certificate Program. Those students choosing to pursue their Search Engine Optimization Analyst Certificate are required to complete assessment(s). The passing grade for each course is 50%.

Approved by: Denis Gravelle