ELECTIVE-3

(Skill Enhancement Course)

Paper BBA-P-05 Social Media Ethics

Unit I Social Media Concepts

Social media sites and monetization; 4 Zones of social media introduced; 5th P of marketing
(participation); Careers in social media marketing

Unit II Strategic social media marketing

Overview; planning process introduced; Campaigns (tactics and results), Steps in social
media marketing planning.

Unit III Zones of social media

Social Community: Participation in social networks, Diffusion of digital innovation, Roger’s
diffusion theory of innovation , Characteristics of social media sites, Audience engagement,
Brand Fans, Marketing applications of social publishing zone.Social Publishing: Types of
content, Channels of content distribution, Social media publishing strategies, Search Engine
optimization, social media optimization,Social Entertainment: Social Entertainment as play,
elements of social gaming,.Social Commerce: Social Commerce and customer decision
making process, Social commerce tools for decision stages, Best practices to leverage social
ratings. Benefits of Social Commerce.

Unit IV Social media measurement and metric

Quantifying success; Data mining and social media; Role of social media in marketing
research

Unit V Social media and privacy/ethics

Introduction to Social Media Ethics,Defamation on Social media platforms, Cyberbullying,
forms of Cyberbullying, Cyberstalking

Recommended Books:
1. Tuten, T. & Solomon, M. (2013). Social Media Marketing. Boston, MA:
Pearson.
2. Van Dijck, J. (2013). The Culture of Connectivity. New York, NY: Oxford
University Press.