Welcome to Social Media Marketing '10

We are all aware of how thoroughly social media has penetrated the lives of many of us. Hopefully we are equally aware that, while marketers are eager to include social media, learning how to use them effectively--and profitably--has not been easy. When you complicate that with a skeptical organizational environment, as currently exists in many businesses and non-profits, it becomes a challenge indeed!

It is that challenge we will explore this semester. The syllabus is posted on the course website. It will be updated frequently as guest speakers are confirmed, so keep an eye on it. The objectives and the basic structure will not change, however. The overriding objective is to explore the issues involved in integrating social media into the overall marketing communications mix.

The formal prerequisites are minimal, but you should be aware that the course assumes command of marketing basics and of aspects of Internet marketing beyond social media. If you don't have marketing basics, you are certain to struggle. If you lack "traditional" Internet marketing, you are encouraged to read my text; there are plenty of used copies for sale on the web. I'd encourage all of you to follow my blog, which focuses on social media, between now and the time class starts.

In addition to background, marketing in general and social media in particular require a certain mindset. The customer and customer insight always comes first; products and technologies are a distant second, even though the context is the Internet. A willingness to listen to customers and to put their needs first is the biggest challenge for many students of marketing.

With that in mind, it's an exciting journey we will begin on January 28. I look forward to meeting you in person then. In the meantime, I look forward to receiving an email from you when you are successfully registered in order to give you access to the Ning community. That's the place where we should all begin our acquaintance and our common journey!