Social Media for Business Certificate (Online)

 NEXT CLASS BEGINS - 2/2/2015 


Get in on this exciting and growing way to communicate, market and serve your customers and clients. For businesses, nonprofits, government, and other organizations. From Facebook to Twitter, blogging, YouTube, LinkedIn, and more, discover the new principles of communication that apply across all networks and how these specific social networks work and the possible uses for your organization. Learn how social networks are used to develop a two-way communication and marketing strategy for your organization. Then find out what you can be doing, what you should be doing, and take back a plan to integrate social networks into your communication and marketing. Whether you are new to social networks or already involved, you will come away with both an understanding of social networks and practical, how-to techniques to integrate social networks into your organization or business. Your instructors are outstanding practitioners who also speak, write, and train others on social networks.

Online, Three one-month courses. Jennifer H. Selke and Suzanne Kart, Instructors.


Directional Arrows Course Objectives

  • To give students knowledge about how social media should function within an organization
  • To provide the necessary tools for creating and implementing a social media strategy
  • To provide direction on how to facilitate smooth integration of social media into existing marketing and communication strategies
  • To provide guidelines for evaluating which social media are most appropriate within your business setting

Puzzle Pieces Course Outcomes

Upon successful completion of this course you will:

  • Be able to create your own private social media using Ning
  • Be able to work socially using existing resources such as Google Docs and calendars
  • Move your web site to an interactive Web 2.0 site
  • Select the best social media tools for your business
  • Develop a strategic plan for implementation of a social media initiative

Introduction to Social Media
Get involved in the move from in-person to online communication. Learn what social networks are and their role in your business and personal life. Find out the top sites and how businesses are using the sites for communication, customer retention, branding, marketing, market research, needs assessment and serving customers and clients. Explore the options for your organization. Look at case studies of what other organizations are doing. Let your instructor guide your exploration of Facebook and YouTube. For anyone interested in social networks. Your instructor is a nationally known speaker, consultant and trainer on social networks and social media. Online, one month, Jennifer H. Selke, Instructor

 outlineCourse Outline

Unit 1 - What is Social Media Marketing

  • Definition of social media
  • The evolution of social media
  • Tools and technology available
  • The logistics of time and resources

Unit 2 - How Online Communities Have Changed Marketing and Branding

  • Marketing and branding online
  • Engaging users online
  • Top sites for business and work in social media
  • Common misconceptions and mistakes in using social media

Unit 3 - Business and Work Applications of Social Media

  • A review of various social media and their characteristics
  • Business uses of social media
  • Strategies for social media and work
  • Examples and case studies of work applications of social media

Unit 4 - Using Facebook to Promote Your Brand and Engage Your Customers

  • Setting up a Facebook Account
  • How to interact with others using Facebook
  • Creating networks and communication using Facebook
  • Business uses of Facebook

Marketing Using Social Media
Develop a two-way communication and marketing strategy for your organization using social networks. Let your instructor guide you in exploring major social networks, including Twitter, LinkedIn, and blogging. Learn quick, easy ways to use Twitter, blogs and LinkedIn to engage your customers or clients and keep them interested in your organization or business. You’ll find out the advantages and disadvantages of each, and learn what’s right for your work and kind of organization. Your instructor is a director of marketing for a national association, and writes and speaks on the topic. Online, one month, Suzanne Kart, Instructor

 outlineCourse Outline

Unit 1 - Social media as two-way communication

  • The customer-business relationship
  • The power of viral marketing
  • Building customer loyalty with social media
  • Using social media to brand your organization

Unit 2 - Creating, marketing and communicating using Blogs

  • How blogs got started
  • Writing blogs for work and business
  • Marketing and promoting your blog
  • Business strategies for blogs

Unit 3 - How to use Twitter

  • Uniqueness of Twitter
  • Creating tweets and messages
  • Doing research and information gathering with Twitter
  • Integrating Twitter with other publicity

Unit 4 - LinkedIn: a social media for professionals

  • Why businesses and professionals use LinkedIn
  • How LinkedIn distinguishes itself among social networks
  • Getting connected with LinkedIn
  • Case studies and examples of business and professional uses

Integrating Social Media in Your Organization
Take away a practical strategy and techniques for implementing social networks for your organization or business. Learn how to create your own private social network using Ning, work socially using Google Docs and calendars, and move your web site to an interactive Web 2.0 site. Then your instructor will help you choose which social network tools are right for your situation, and then integrate them into your web site to develop a social networking strategy for your organization. Find out what you can be doing, what you should be doing, and take back a plan to integrate social networks into your communication and marketing. 
Online, one month, Jennifer H. Selke, Instructor

 outlineCourse Outline

Unit 1 - Running a Community and Creating Your Own Social Network Using Ning

  • Online Communities and Creating Your Own Social Network with Ning
  • Top 5 Considerations When Starting a Social Network
  • What Goes into Build a Great Social Network
  • What is Ning and How to Use the Platform
  • Examples of Companies Using Ning

Unit 2 - What Tools to Use for Your Organization

  • What tools and platforms will help get content on the web?
  • How to select which tool to use?
  • What to consider when using online video for marketing
  • Organizing and collaborating with Google products
  • How to take advantage of mobile and local in applications and search?

Unit 3 - Integrating Social Platforms into Your Web Site

  • Discovering how web designed has changed and what is needed for true integration
  • Understanding elements on web sites that increase interaction,
  • engagement, search engines findability
  • Learn best practices for web site usability and landing page design
  • Discuss how your sites compare and generate next steps that will
  • improve your business

Unit 4 - Developing a Manageable Work Flow: Time, Resources, Policies, and Trends

  • Developing a Manageable Work Flow
  • Time and Resources: How do you know where to spend your time?
  • Target Social Media Influencers to Boost Traffic and Sales Is Your
  • Company Ready for Social Media or Are They Holding You Back?
  • Trends - What's Next or Are We Still Working on Last Year's Trends?
  • Social Media Policies and Planning For A Crisis

About Your Instructors

Jennifer Selke is a nationally known expert, speaker and consultant in the area of social media.  She is a faculty member in the University of California Berkeley Graduate School of Education and is affiliated with the Berkeley Center for New Media. She speaks at national conferences on the subject of social networks, writes articles on the subject, and conducts webinars for professionals on the topic.

Suzanne Kart is Director of Marketing for the Learning Resources Network, a national association in lifelong learning.  Her current work involves Twitter, eMarketing, social networks, and blogs, as well as traditional print and direct marketing.  Kart is a national expert on generational communication, having written articles and contributed to two manuals on the subject. She does training and seminars throughout the United States and Canada on generational communication, eMarketing, marketing and social media.

Question MarkAbout online learning

Online learning is a fun, enjoyable and very productive way to learn. Millions of people are learning online each year. You will engage with the instructor and other participants. You will get to know your instructor and other participants. You may make friends. 

GearsHow the Course Works

It is easy to participate in your online course. After you register, you will be given a web address to go to get into your online classroom.  You will have a password and use your email address and password to gain access.

Calendar Participate when you want

You can participate any time of day or evening. The online classroom is open 24 hours a day, 7 days a week. There are no live real-time requirements or meetings. You decide when you participate. For the best learning, participants should log into the course on 2-3 different days of the week.

ChecklistWhat you will do

  1. In the online classroom, listen to audio lectures, view slides, even take an optional quiz to test yourself.
  2. Then post comments in the online discussion with your fellow participants and the instructor.  Your instructor logs on at least once a day to answer questions and join in on the discussion.
  3. Readings are assigned for each day from the textbooks provided at registration.

  4. Participate any time of day or night. The ideal is to go online 2-3 times a day since they are week-long courses, but you decide.

Discussion Discussion

The Discussion for each Unit lasts one week. All comments are made in writing and can be made at any time of the day or night.

Your instructor will log into the Discussion area at least once a day and answer questions, make comments, and respond to comments by you and the other participants.

We encourage you to make 2-3 comments each week to maximize your learning and enjoyment of the course.

It’s easy! It’s fun.

 Mac MiniTechnical Requirements

  • Internet access with Internet Explorer; Firefox Mozilla; or Safari web browser.
  • Access to Flash needed for audio and slide presentations.
  • Speakers to listen to audio.

Who Should Attend:

Those wanting to gain practical strategy and techniques for implementing social media for your organization or business.


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Fall Schedule:  2/2/2015 - 5/1/2015
(Late Registration Deadline: 2/6/2015)

Schedule Details:
Introduction to Social Media:  2/2/2015 - 2/27/2015

Marketing Using Social Media: 3/2/2015 - 3/27/2015

Integrating Social Media in Your Organization:  4/6/2015 - 5/1/2015




Certificate Program $495 (includes all three classes)