Session 1

Be an Influencer

Learn About Social Media Marketing

Social and digital media platforms have fundamentally changed the way we communicate. The ability for anyone to create content and become famous, or notorious, has led to a new class of entrepreneurs often dubbed "influencers." These individuals create content online and post it to platforms such as YouTube, Twitch, Instagram, Facebook and TikTok with the hopes of gaining views and followers which they can then monetize through brand partnerships.

While this opportunity exists for anyone, in reality growing a following and monetizing that following is much more difficult than it seems. This program will provide students a roadmap for how to become an influencer, or a content creator, removing the need to guess at the next viral trend and focusing on providing value for a targeted audience.

Curriculum

Students will meet five main learning outcomes:

  1. Understand the history of influencer marketing and the challenges facing influencers and content creators today
  2. Understand the importance of a personal brand and articulate their brand
  3. Apply marketing concepts to create a personal marketing plan for their individual brand 
  4. Apply content creation skills to multiple social and digital media platforms
  5. Gain presentation and communication skills

During the program, students will research influencers to learn how they built their businesses and look for commonalities that lead to success. They will also hear directly from influencers and content creators through in-person and Zoom guest interviews. Students will also watch, view, read and critique content to evaluate the types of content that are effective. Additionally, students will learn the nuances of different digital and social media platforms and experiment with creating content on these platforms.

person posing in front of the camera
Planned Topics

The program will cover the history of influencer marketing, the differences between content creators and influencers, the importance of a personal brand, opportunities to monetize a personal brand, how to use a variety of digital platforms, how to identify a niche, ways to build an audience and aspects of effective content. Students will also be introduced to the applications of Web3 technologies for content creators and influencers.

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Rebecca Achen
Faculty Lead
Rebecca Achen

Visiting Assistant Professor | Eberhardt School of Business

BA, Southwest Minnesota State University, 2007
MS, Winona State University, 2009
PhD, University of Kansas, 2015

Dr. Achen's research focuses on the use of social media and Web3 technologies for building relationships and community in sport. She also serves as a digital and social media marketing consultant across a variety of industries.

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