A Houghton alumnus will be teaching a new course focusing on social media, which will be available for students over the summer. Shane Fraser graduated from Houghton and has since found success advising businesses in their application of social networking strategy, a skill he hopes to pass along to class participants.
Back in 2011, Fraser founded the organization SNA (Social Networking Assistance) Today to address an issue he found in struggling businesses. When trying to determine how businesses could differentiate themselves in a competitive marketplace, he noticed that “the most consistent underutilized opportunity was the implementation of a social media marketing strategy.” His class this summer will center around the practical creation and execution of effective social media campaigns.
“I am thrilled to have one of our very talented graduates teach a social media marketing class for us,” commented Prof. Douglas Gaerte, chair of the communication department. “Shane has a broad range of experience in this area and has had great success in coaching a wide range of clients how to use social media more effectively to grow their businesses.”
The class, Social Media Marketing/Mobile Marketing and Analytics, will focus on how companies can “best leverage” audiences that use social networks like Facebook, Instagram, Twitter, and Snapchat, according to its course overview. The description also outlined some of what participants can expect from the course: “Students will learn how to identify company goals, develop social strategies and implement those strategies through the most recent, up to date platforms.”
The goals of the class will closely align with Fraser’s goals for his organization. SNA Today explained that it has “a passion for working with businesses, organizations and individuals to bring them up to speed with the fast paced market of social media.”
There are widespread applications possible with the knowledge students can expect to gain from the course. Gaerte emphasized a purpose particularly in tune with Houghton’s reputation. He mentioned that “this course will be a big help for those in business as well as those interested in working in the non-profit world.”
The course will give students better insight into how to use social media to build and maintain the reputation of an organization. When speaking on how they apply their skills in social networking, SNA Today said, “Not only do we have the ability to strategize, SNA Today also works alongside business owners to empower and train the companies for long-term success.”
The course is available with either a business or communication prefix, so students from either major are encouraged to participate. “I’m glad we are able to provide an opportunity to build on the strong foundation our business and communication students already receive in marketing, advertising and public relations,” said Gaerte.
Deborah Rice, Business and Economic Department Chair said on the matter, “Understanding the strategic nature and potential of social media is a vital part of growing and sustaining an organization today. We are excited to add this course for our students, and have it taught by a professional expert in the field of social media.”