Syllabus
Master of Science in Applied Nutrition
APN 715: Measuring Social Media Impact
Credits - 3
Description
Social media metrics used to inform marketing campaigns and budgeting decisions will be explored. Analyzing social media metrics and developing strategies for viable advertising and social media information dissemination campaigns concerning nutrition and wellness will be emphasized. Topics include how to evaluate and manage the return on investment (ROI) of social media efforts and campaign strategy modification based on the outcomes of metric analyses and data visualization and presentation strategies.
Materials
Learning Objectives and Outcomes
Program Outcomes
- Evaluate strategies for the ability to increase return on investment (ROI) in multimedia campaigns for health and wellness
- Analyze and communicate the impact of social analytics and social media campaigns on health or nutrition-related business to a variety of audiences
- Employ principles of ethics in social media as they apply to nutrition and wellness
- Develop business assets for a competitive nutrition and wellness market
Course Outcomes
- Describe the social media marketing landscape and its impact on traditional marketing strategy
- Analyze and evaluate the social media strategy of businesses in implementing marketing programs including segmentation, targeting, consumer engagement, branding, and pricing
- Apply relevant consumer behavior and advertising theories to understand the popularity and use of these technologies
- Design and implement a digital media marketing strategy for a health or nutrition related campaign
- Summarize the main drivers of “virality” and the many components of viral marketing campaigns
- Use appropriate marketing metrics and ROI calculations, to defend alternate courses of action for decision makers facing a social media tactical or strategic decision.
Assignments
Lectures: This course is lecture-based; please see each week’s module for required, supplemental and optional viewing as applicable.
5 Checkpoint Assignments: A series of short papers and activities intended to build the skills necessary to succeed in the key assessments.
Key Assessment Part One, Health or Nutrition Campaign: Students will develop a social media marketing strategy for a health or nutrition-related communication campaign using the principles and content covered throughout this course.
Key Assessment Part Two, Handout / Infographic: Students will develop a concise handout or infographic that supports their health or nutrition-related communication campaign.
Key Assessment Part Three, Elevator Pitch: With their campaign plan under their belt, students will create an elevator pitch for the campaign. This will serve as a brief message of advocacy for the campaign.
Capstone Portfolio: You will review the work that you have done and select a piece to place in your Capstone portfolio. You will upload that piece and include a brief reflection.
7 Discussion Boards:
You will be required to participate in discussions. Initial posts are due on Sundays, and responses are due by Tuesday. If the initial post and response are not submitted within the discussion week you will be given a zero. Posts submitted after the discussion week will not be graded.
Your success in the course relies on robust discussion, critical thinking, and peer response. Weekly posts responding to prompts posed are meant to facilitate a deeper understanding of the broader themes of the course as well as enrich the readings, handouts, and lectures. Your initial response should be no less than 400 words. Peer-responses should be no less than 200 words and must be thoughtful, contain compliment as well as constructive criticism, and maintain a professional tone.
Specific statements about nutrition and health outcomes should be supported appropriately with citations of peer-reviewed research.
Furthermore, in regard to all assignments, please observe the following:
- All assignments must be completed using AMA formatting where appropriate.
- Written assignments should be double-spaced, using Times Roman, and a 12-font
- All times refer to Eastern Time (ET).
- All questions about assignments and all questions, in general, should be sent through email.
Writing Statement
As professionals in the field, you will consistently be expected to clearly and concisely articulate advanced concepts for diverse audiences at a variety of educational levels.
Graduate students are expected to produce their best quality work, including screening their work prior to submission for clarity, grammatical, spelling, formatting and mechanical issues.
While there is often a portion of each assignment’s rubric dedicated specifically to grammar, spelling, mechanics, and formatting, it is critical to understand that failure to submit work that has been adequately proofed may result in a reduction of points in other areas of the rubric. These may include, but are not limited to metrics rating professionalism or content knowledge and synthesis; work submitted in graduate courses should provide evidence of strategic reading, writing, and academic speaking skills essential for success in the discipline.
Grading Policy
Your grade in this course will be determined by the following criteria:
Grade Breakdown
| Syllabus Contract | 1 Point |
| Marketing Types and Tactics Identification | 4 Points |
| Campaign Tracking Brief and Study | 7 Points |
| Personal Social Media Footprint | 10 Points |
| Analytics Analysis | 10 Points |
| SEO and SMO Study | 7 Points |
| Campaign Tracking Study Synopsis | 10 Points |
| 7 Discussion Boards | 21 Points |
| Key Assessment: Health or Nutrition Campaign Report | 13 Points |
| Key Assessment: Health or Nutrition Campaign Handout / Infographic | 1.5 Points |
| Key Assessment: Elevator Pitch, 8th Discussion Board | 10 Points |
| DUNE Agreement and Abstract | .5 Points |
| ePortfolio Reflection | 5 Points |
| Total | 100 |
Grade Scale
| Grade | Points Grade | Point Average (GPA) |
| A | 94 – 100% | 4.00 |
| A- | 90 – 93% | 3.75 |
| B+ | 87 – 89% | 3.50 |
| B | 84 – 86% | 3.00 |
| B- | 80 – 83% | 2.75 |
| C+ | 77 – 79% | 2.50 |
| C | 74 – 76% | 2.00 |
| C- | 70 – 73% | 1.75 |
| D | 64 – 69% | 1.00 |
| F | 00 – 63% | 0.00 |
Schedule
Weekly Dates
Week 1: Aug 24 – Aug 30
Week 2: Aug 31 – Sep 6
Week 3: Sep 7 – Sep 13
Week 4: Sep 14 – Sep 20
Week 5: Sep 21 – Sep 27
Week 6: Sep 28 – Oct 4
Week 7: Oct 5 – Oct 11
Week 8: Oct 12 – Oct 16
Week One: Overview
Weekly Outcomes
- Define social media
- Describe the similarities and differences of social media compared to traditional media
- Summarize the major zones associated with social media
- Identify how social media can: increase awareness, influence desire, encourage trail, facilitate purchase and cement brand loyalty
Lectures
- Week One Lecture: Overview
Readings
- Chapter 1: The Social Media Environment
- Pew’s 2019 Social Media Report
- Watch: Social Media Revolution, Did You Know by Erik Qualman, November 2016
- Health Campaigns at CDC
- Social Media Campaigns at CDC
Assignments
- Marketing Types and Tactics Identification
Discussion
Week Two: Social Media Marketing Strategy
Weekly Outcomes
- Describe how social media marketing fits into an organization’s overall planning framework
- Summarize the steps in the social media marketing strategic planning process
- List the three phases in the social media marketing maturity life cycle
- Identify the key components of an organizational social media policy
Lectures
- Week Two Lecture: Social Media Marketing Strategy
Readings
- Chapter 4: Social Media Marketing Strategy
- A Social Media Policy Can Prevent Online #Fails, October 2016
- Practice Paper of the Academy of Nutrition and Dietetics: Social Media and the Dietetics Practitioner: Opportunities, Challenges, and Best Practices
- Social Media and Health Care Professionals: Benefits, Risks, and Best Practices
- Federal Trade Commission Endorsement Guidelines
Assignments
- Campaign Tracking Brief and Study
Discussion
Week Three: Social Identity
Weekly Outcomes
- Identify the characteristics of social identity and how these are relevant to marketers
- Explain the motives for participating in social media activities
- Describe the most important segments of social media consumers
- Summarize the four zones of social media.
- Identify the importance of social media influencers and their role on promoting brands
Lectures
- Week Three Lecture: Social Identity
Readings
- Chapter 2: Social Consumers
- Podcast: Think You Understand Why Ideas Go Viral? Big Data May Change Your Mind
- Why Videos Go Viral
Assignments
Personal Social Media Footprint
Discussions
Week Four: Data Management and Metrics
Weekly Outcomes
- Describe the role of metrics in social media marketing programs
- Identify the steps in the DATA approach to measurement
- Calculate social media ROI
- Assess the costs and benefits of a social media marketing program
- Describe the differences among activity metrics, interaction metrics, and return metrics
Lectures
- Week Four Lecture: Data Management and Metrics
Readings
- Chapter 11: Social Media Metrics
- A Comprehensive Guide to Social Media ROI, May 2017
- View the Google Analytics Training Manual
- 3 Steps to Measuring Your Company’s Social Media ROI, FastCompany, July 2012
- Increasing the ROI of Social Media Marketing
Assignments
Analytics Analysis
Discussions
Week Five: Social Publishing
Weekly Outcomes
- List the channels of social publishing
- Utilize search engine optimization (SEO) and social media optimization (SMO) to meet marketing objectives
- Describe the ways in which social content can be promoted
- Explain the five types of linkbait and state its importance
- Identify how SEO and SMO can help meet marketing objectives
Lectures
- Week Five Lecture: Social Publishing
Readings
- Chapter 7: Social Publishing
- Four Most Important Ranking Factors, According to SEO Industry Studies
Assignments
SEO and SMO Study
Discussions
Week Six: Social Commerce
Weekly Outcomes
- Evaluate the relationship between social commerce and e-commerce
- Summarize two approaches retailers can take for social commerce
- Identify how social shopping applications affect the consumer decision-making process
Lectures
- Week Six Lecture: Social Commerce
Readings
- Chapter 9: Social Commerce
- Transforming Healthcare Using An E-Commerce Model
Assignments
Campaign Tracking Study Synopsis
Discussions
Week Seven: Social Media Analytics
Weekly Outcomes
- Describe how companies use social media research
- Identify the common errors related to social media research
- Design a health-related communications campaign
- Critically evaluate various social media outlets including the effectiveness, risks and limitations as related to the target audience.
- Demonstrate a plan to evaluate the effectiveness of the campaign using various social media metric tools
- Present marketing plan for various social media outlets
Lectures
- Week Seven Lecture: Social Media Analytics
Readings
- Chapter 10: Social Media Analytics
- Social Media Trends That Miss the Mark without Social Listening, July 2017
- Social Media Trends to Put Into Practice in 2018
Assignments
Final Assignment: Health or Nutrition Campaign
Discussions
Week Eight: Communicating Science
Weekly Outcomes
- Interpret and translate the latest science into relevant information for consumers
- Communicate evidence-based information that is consistent with your brand
- Critically analyze the communications strategies of your peers
- Collect, analyze, derive insights from and dashboard social media conversation
Lectures
- Week Eight Lecture: Communicating Science
Readings
- Code of Ethics for the Profession of Dietetics Resources
- Where Evidence-Based Health Experts Fit on Social Media
Assignments
Capstone Reflection
Discussion
Student Resources
Online Student Support
Your Student Support Specialist is a resource for you. Please don't hesitate to contact them for assistance, including, but not limited to course planning, current problems or issues in a course, technology concerns, or personal emergencies.
Questions? Visit the Student Support Applied Nutrition page
UNE Libraries:
- Library Access for all students: Your library login ID and password are the same as the ones you use to log into Blackboard/Brightspace.
- Applied Nutrition Database
- Library Tutorial: Find an article
- Library Questions: Ask a librarian or phone library staff at (207) 602-2361 or (207) 221-4330.
UNE Student Academic Success Center
The Student Academic Success Center (SASC) offers a range of services to support your academic achievement, including tutoring, writing support, test prep and studying strategies, learning style consultations, and many online resources. To make an appointment for tutoring, writing support, or a learning specialist consultation, go to une.tutortrac.com. To access our online resources, including links, guides, and video tutorials, please visit:
Information Technology Services (ITS)
- ITS Contact: Toll Free Help Desk 24 hours/7 days per week at 1-877-518-4673
Accommodations
Any student who would like to request, or ask any questions regarding, academic adjustments or accommodations must contact the Student Access Center at (207) 221-4438 or pcstudentaccess@une.edu. Student Access Center staff will evaluate the student's documentation and determine eligibility of accommodation(s) through the Student Access Center registration procedure.
Policies
AMA Writing Style Statement
In keeping with the requirements of the Journal of the Academy of Nutrition and Dietetics and the Journal of Nutrition Education and Behavior, the American Medical Association (AMA) Manual of Style, 11th edition is the required writing format for this course and is available at both UNE libraries under the title "AMA Manual." Additional support for academic writing and AMA format is provided throughout the coursework as well as at the UNE Portal for Online Students.
Online resources: AMA Style Guide
Turnitin Originality Check and Plagiarism Detection Tool
The College of Professional Studies uses Turnitin to help deter plagiarism and to foster the proper attribution of sources. Turnitin provides comparative reports for submitted assignments that reflect similarities in other written works. This can include, but is not limited to, previously submitted assignments, internet articles, research journals, and academic databases.
Make sure to cite your sources appropriately as well as use your own words in synthesizing information from published literature. Webinars and workshops, included early in your coursework, will help guide best practices in AMA citation and academic writing.
You can learn more about Turnitin in the Turnitin Student quick start guide.
Technology Requirements
Please review the technical requirements for UNE Online Graduate Programs: Technical Requirements
Course Evaluation Policy
Course surveys are one of the most important tools that University of New England uses for evaluating the quality of your education, and for providing meaningful feedback to instructors on their teaching. In order to assure that the feedback is both comprehensive and precise, we need to receive it from each student for each course. Evaluation access is distributed via UNE email at the beginning of the last week of the course.
Attendance Policy
Online students are required to submit a graded assignment/discussion prior to Sunday evening at 11:59 pm ET of the first week of the term. If a student does not submit a posting to the graded assignment/discussion prior to Sunday evening at 11:59 pm ET, the student will be automatically dropped from the course for non-participation. Review the full attendance policy.
Late Policy
Assignments: Late assignments will be accepted up to 3 days late; however, there is a 10% grade reduction (from the total points) for the late submission. After three days the assignment will not be accepted.
Discussion posts: If the initial post is submitted late, but still within the discussion board week, there will be a 10% grade reduction from the total discussion grade (e.g., a 3 point discussion will be reduced by 0.3 points). Any posts submitted after the end of the Discussion Board week will not be graded.
Please make every effort ahead of time to contact your instructor and your student support specialist if you are not able to meet an assignment deadline. Arrangements for extenuating circumstances may be considered by faculty.
Student Handbook Online - Policies and Procedures
The policies contained within this document apply to all students in the College of Graduate and Professional Studies. It is each student's responsibility to know the contents of this handbook.
UNE Course Withdrawal
Please contact your student support specialist if you are considering dropping or withdrawing from a course. The last day to drop for 100% tuition refund is the 2nd day of the course. Financial Aid charges may still apply. Students using Financial Aid should contact the Financial Aid Office prior to withdrawing from a course.
Academic Integrity
The University of New England values academic integrity in all aspects of the educational experience. Academic dishonesty in any form undermines this standard and devalues the original contributions of others. It is the responsibility of all members of the University community to actively uphold the integrity of the academy; failure to act, for any reason, is not acceptable. For information about plagiarism and academic misconduct, please visit UNE Plagiarism Policies.
Academic dishonesty includes, but is not limited to the following:
- Cheating, copying, or the offering or receiving of unauthorized assistance or information.
- Fabrication or falsification of data, results, or sources for papers or reports.
- Action which destroys or alters the work of another student.
- Multiple submissions of the same paper or report for assignments in more than one course without permission of each instructor.
- Plagiarism, the appropriation of records, research, materials, ideas, or the language of other persons or writers and the submission of them as one's own.
Charges of academic dishonesty will be reviewed by the Program Director. Penalties for students found responsible for violations may depend upon the seriousness and circumstances of the violation, the degree of premeditation involved, and/or the student’s previous record of violations. Appeal of a decision may be made to the Dean whose decision will be final. Student appeals will take place through the grievance process outlined in the student handbook.