Social Media and Viral Marketing

This subject will introduce to students the fundamentals of viral marketing on social media. It will discuss topics including how to create engaging and effective marketing content on social media, how content is used to attract and build communities on social media, how to foster a strong brand using social media influence, how to seed content on social media, and how to measure and track marketing campaign performance on social media. It will also cover the practicalities and techniques of crafting shareable marketing content. Topics covered include: the psychology of share motives, the elements and structure of high engagement content, hybrid brand activation campaigns, and the mechanisms underlying digital word-of-mouth.