What’s Changing? Hubspot Social Media Certification, Persuasion Class and More!

Fall 2018 is underway and I can’t believe it is already September! To keep the trend up, I’m starting the semester off by sharing some of the things that are changing this semester in my classes. As I look at former “What’s Changing” blog posts from past semesters, I’m surprised to see that I’m not changing a whole lot this year.  Still, some fun things are in the works:

Comm 321: Public Relations Principles

This is the first course students in the Strategic Communication concentration take.

  • Assessing the strengths and weaknesses of our seniors when they leave the program has led me to try and improve 2 areas in this class. Specifically, these past few semesters I have been working to 1) improve student skills for generating creative ideas to address real-world communication problems, and 2) improve student skills in articulating and building interest in those ideas (i.e., pitching and presenting ideas in a succinct and powerful way). Thus, I am walking back on “content-packing” my classes a bit and increasing more in-class exercises and guided brainstorming activities. In the past, I have let brainstorming be a bit of a ‘free for all.’ But I picked up a few brainstorming games while visiting a few agencies during an NMC trip last February. I plan to implement them in both my principles class and my campaigns class.

Comm 322: Social Media

  • The big change this year is that I’ve switched over from the Hootsuite certification to the Hubspot Social Media certification.  I considered assigning both, but because I have also added some of the Facebook Blueprint educational materials and a new assignment to the class, I felt that it would be too much to ask the students to do both Hootsuite and Hubspot. After all, the class is stuffed already with projects. So, this year I’m going to see how the Hubspot cert goes and make a decision of which I prefer. It seems the Hubspot cert is more strategy whereas the student-version of the Hootsuite cert has been narrowed in recent years from its original broad scope to just the Hootsuite software. I got excited about the new Hubspot cert after hearing that two folks that I’ve always admired, Karen Freberg and Ai Zhang, both helped with it.
  • The other big change is the addition of a Facebook IQ case study assignment. With paid now well-established as a central component of digital communication strategy, I have been looking for ways to increase students’ education in paid (see my comment about Stukent below).  Coupled with that, I’m always looking for ways to help students gain further exposure to analytics and data.  As Facebook IQ offers a treasure trove of interesting data, I thought I’d create an assignment around that.  I’ll be sure to do a blog post about that sometime son.

Special Topics: Persuasion and Message Design

A big change this year is that I’m teaching my Persuasion and Message Design class for the second time ever. I first taught this class in Fall 2016 as a special topics class. I am teaching it again as a special topics class. I’m really excited to be teaching it again, because students told me 2 years ago that the course really helped them with the campaigns class and their capstone projects.

While this class is not directly about social media or technology in general, it is a relevant class for communication educators broadly and PR, advertising, and marketing professors specifically.

The course description is: “Persuasion plays a central role in both our personal and professional lives. This class explores an array of theories, approaches, and research findings about how and why persuasion works. The course emphasizes the ethical application of persuasive messaging and strategies, with an emphasis on how persuasive strategies can be used to design communication messages and applied in communication campaigns. The course also seeks to prepare the student to deconstruct persuasive messages and become a more critically-minded receiver of the persuasive tactics one encounters every day. ”

I wrote about this class in a past blog post where I explained my rationale for creating this course at Shepherd. But I haven’t yet shared the syllabus. So I thought I would in this post in case it is of interest to anyone.

Other Notes: Frustrations with Stukent

While I am not teaching the Writing Across Platforms class this semester, I was disappointed to see that Stukent has now limited access to their Mimic Intro SEM simulator (which serves as an intro to SEM) to large classes of 80 or more students and to classes that are “Principles of/Intro to Marketing courses.” This is according to an email I received on August 17.

Therefore, I will be looking for something else to do in that class next semester. If you’ve got ideas, I’m all ears. Tweet me!

While Stukent offers other products (I know many of us in the Social Media Educator’s Facebook group have discussed using their software in our PR and social media classes. Granted, much of that discussion has been around their social media simulator), I feel that this decision by Stukent is limiting and fails to consider smaller programs and programs outside of marketing. Because I put a great deal of time and effort into planning to incorporate the Mimic Intro software into my class last semester, I am frustrated to find that I won’t be able to use it again this upcoming spring. Had I known that Stukent was going to make this change, I would not have spent all that time planning to incorporate Mimic Intro into my class.  I would have found something else. I do think that, as educators, we need to be aware that anytime we are using an outside product, we must understand that there is no guarantee of longevity.  As such, I must balance my feelings of frustration with this understanding.

I had been planning to write up a blog post about how things went with the Stukent assignment I created in my writing class last semester. In fact, students seemed very happy to be learning about paid search. I am debating whether to bother writing this up or not as it appears it would be of little use to readers of this blog.

That aside, I’m excited for the year ahead. I have a few ambitions of up my sleeve that I’m hoping I can find some time to work on this semester.

Have a great semester!

-Cheers!

Matt

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