You 2.0 Course |

Course Title

You, 2.0: How to Manage and Enhance Influence Through Social Media Marketing

Instructor: Emily Bennington

Required Reading

Me 2.0: Build a Powerful Brand to Achieve Career Success (Dan Schawbel)

“A Brand Called You” by Tom Peters (Fast Company, August 1997)

Overview

With the advent of social media, business as we’ve known it has been changed forever. In the past, employees were beholden to their companies for job security. Now, they can create their own opportunities by harnessing the power of the web. This course is divided into two sections, i.e. the white billboard and the megaphone.

Part One: The White Billboard

This section of You 2.0 helps students identify their unique value to employers, often referred to as their personal brand. Because most university students are still exploring various career paths at this stage, we use the term “white billboard” because their message is typically undefined. However, through the application of personal branding expert Dan Schawbel’s model of discover, create, communicate, and maintain, this section works to hone in on each student’s career interests and competitive advantage.

Part Two: The Megaphone

Social media tools such as Facebook, Twitter, LinkedIn, You Tube, etc. allow us to be heard louder and further than ever before. In other words, social media is a very powerful megaphone. In this section, we show students how to use it responsibly and effectively. In fact, one of the reasons we devote significant time to the personal branding component (rather than just jumping head-on into the tools) is because we want to ensure that students know what they want to say before we turn the megaphone on.

Learning Outcomes

Understand the origins of social media and the fundamental shift in power from business to consumer.
Increase awareness of “web presence” and what postings will enhance vs. devalue your professional reputation.
Understand the importance of personal branding as well as how to create a personal brand strategy. Understand how to set up and maintain a blog to gain market awareness and influence.
100% complete LinkedIn profile and knowledge of how to use this professional networking site to research companies, jobs, and industry associations.
Working knowledge of Twitter.
Understand how to set up Facebook pages and LinkedIn groups to reach and maintain an audience.
Understand how to create a social media strategy.
Understand how to use new media tools like video resumes to stand out in a crowded job market.

Session #1 PowerPoint: You 2.0 Course Power Point_Session #1

What is branding?
Web 1.0 vs. Web 2.0
The social media gamechanger / growing influence of tribes
Power shift from company to consumer
Case studies in PR, advertising, corporate, individual and nonprofit communications

Session #2 PowerPoint: You 2.0 Course Power Point Session #2