WOA106 - Social Media and Careers

Outline info
Last revision date 2018-07-20 12:02:27.155
Last review date 2018-07-20 12:03:09.519

Subject Title
Social Media and Careers

Subject Description

In this course students learn about the fundamentals of social media, how to identify metrics and measure social media, emerging web 2.0 technologies, and tips to help integrate social media data as part of your web analytics program. Social media analytics for key platforms, including Facebook, Twitter, LinkedIn and YouTube will be discussed, as well as how to analyze the data to optimize your online properties.

Credit Status
Students must attend 70% of classes to receive a certificate of attendance. This subject is part of the Web Optimization Analyst Recognition of Achievement program.

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. Measure performance of organizational Facebook fan page, Twitter account and LinkedIn Company Page.
3. Tag campaigns using Google Analytics for tracking social media performance.
4. Analyze Key Performance Indicators (KPIs) as they relate to social media.
5. Create dashboards and website reporting to track social media performance and ROI.
6. Leverage social media to engage consumers in conversations with their brand.
.7. Produce social media content that generates traffic to your website.

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 http://library.senecacollege.ca 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 student.conduct@senecacollege.ca.

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.

WOA100, WOA102, and WOA104

Topic Outline

Leveraging social media to drive business objectives

•    History and future of social media marketing
•    Identify measurable business outcomes tied to social media initiatives
•    Emerging web 2.0 technologies
•    Online  resources, associations, blogs of interest

Facebook, Twitter, LinkedIn (and others)

• Using Facebook Insights to measure performance
• Twitter Analytics and how to use them
• Analyzing performance using LinkedIn Analytics
• Leveraging YouTube Analytics

Google Analytics III & Keyword Research
•    Measuring social media campaigns using Google Analytics
•    Tagging campaign links using URL paramenters
•    Understanding key reports and functions as they relate to social media
•    Keyword research tools and analysis
•    Google Analytics hacks and advanced web metrics

Web and Social Media analytics career

• The various careers connected to web and social media analytics
• Cultivating a data-driven culture and leveraging web analytics for business decisions
• Where to find web and social media analytics jobs and networking strategies in the industry
• Ongoing career enhancement opportunities in web and social media analytics


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

Required Supplies
USB Flash Drive 

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 (http://www.senecacollege.ca/academic-policy) or at Seneca's Registrar's Offices.

Modes of Evaluation
This subject is part of the Web Optimization Analyst program. Those students choosing to pursue their Web Optimization Analyst Recognition of Achievement are required to complete assessment(s). The passing grade for each course is 70%. All courses are graded as SAT (Satisfactory) for students who achieve 70% or higher or UNSAT (Unsatisfactory) for students who achieve less than 70%.

Approved by: Robin Richardson