Master Social Media

A Bright Future for Social Media MarketersEach year, businesses invest more resources in social media, creating huge career opportunities for professionals with the right training and credentials. The Bureau of Labor Statistics estimates that the employment of marketing managers will increase 9 percent. In addition, a 2014 Duke University study projected social media’s share of marketing budgets will rise from an average of 9.4 percent to 13.2 percent over the next year and more than 21 percent over the next five years. The study also found one of the biggest problems facing chief marketing officers is knowing how to translate the impact of social media efforts into hard numbers. They simply don’t have the in-house expertise to effectively track and report on the ROI generated by social media initiatives.

Companies, nonprofits and government agencies need talented, insightful, educated people now – and they pay well to attract and keep them. Onward Search, a career search firm specializing in the digital industry, found starting annual salaries for social media marketing directors averaged $60,000 with experienced professionals averaging $94,250. A few of the job titles you may qualify for after earning your master’s degree specializing in social media include:

• Social Media Specialist• Digital Media Supervisor• Engagement Coordinator• Digital Marketing Director• Social Media Analyst• Online Community Manager• Public Relations/Brand Manager• Online Communications Director• Social Media Strategist

• Social Media Marketing Manager

Why Should I Earn a Master’s Degree?• According to Kiplinger, individuals with an advanced degree on average earn nearly $23,000 per year more than people with a

bachelor’s degree.• Your master’s degree can open up a wider array of career opportunities, establish you as the perfect candidate for job

promotions, and help you transition to a new profession.• Graduate studies can enhance your undergraduate education while updating you on the latest technology and advancements

in your field.

What Makes this Degree Program Unique?• As a top public institution, our tuition rates for this online degree are low compared to other programs with similar focuses.• Students learn by doing. You will apply methods and theories to practical, real-world problems. Learn how to utilize your

degree by actually using it.• With our special Master Access feature, ensure that your degree never goes out of date. Continue in courses in all of our MAMC

specializations for years to come, helping you stay on the leading edge of communications.• Our online MAMC programs are just as rigorous, interactive, and prestigious as UF’s on-campus master’s degree programs,

with the advantage of flexibility in your schedule.• As a member of the more than 360,000 alumni of the Gator Nation, your career path will be backed by the prestige and

network of one of the nation’s leading universities.

What is the Graduate Certificate Option?The graduate certificate is a popular option for students who wish to enroll in the Social Media specialization without first taking the GRE, or for those who want an introduction to the concepts without committing to the full master’s degree track. If you choose, you can prepare for and take the GRE while earning your graduate certificate over the course of two semesters. Then, once you successfully complete the GRE, you can apply to the full master’s degree track and transfer your credits.

Who Ensures the Relevance and Value of Our Program?A group of industry professionals guide the curriculum and course focus of the Social Media specialization. These individuals not only bring a wealth of experience to inform the program, but also represent top organizations in the industry, including Microsoft and BBC Newsbeat.

How Does The Program Work?All of our classes are online, taught by experienced and engaged professionals. Our program creates a collaborative environment through the Canvas learning management system to encourage sharing ideas and mastering concepts through interaction with professors and peers. For more information, visit our FAQ page on the program website.

Course SequenceYou can earn your master’s degree specializing in Social Media in as little as 18 months. Most students complete the required 38 credit hours in six semesters. Finish with a capstone experience in which you complete a full campaign for a real-world client. Courses include:

Introduction to Multimedia CommunicationExplore the tools available to modern communications professionals.

Introduction to Social MediaCreate and measure the impact of social media campaigns.

Branding Using Social MediaApply social brand strategies and marketing plans for businesses.

Advertising and Social MediaBalance social campaign management with client communication skills.

Emerging Technology and Social MediaLeverage gamification, apps, virtual reality, and mobile games to connect with audiences.

Social Media ManagementManage a range of social platforms and measure their impact.

Social Media EthicsExplore schools of ethical thought applied to real-world communication.

Social Media MetricsAnalyze social media data to refine and improve social media campaigns.

Mass Communications TheoryRelate fundamental communications theory to social marketing.

Digital StorytellingCreate powerful stories for online platforms and learn to think creatively.

Social Media PracticumDevelop your personal brand and create a community of followers.

Social Media and NewsExamine the convergence of traditional media and social media to create news.

Social Media Research MethodsUse research and analytical skills to measure the effect of social media campaigns.

Professional DevelopmentEnhance your professional online presence and learn how to better market yourself.

Professional Capstone ExperienceApply all you learned to create a strategic campaign for a global organization, brand, or business.

Who are the Professors in this Program?There are 14 professionals who teach the wide variety of campaign management, metrics analysis, and strategic communication classes in this program. Below are just a few instructors you will learn from first-hand as a master’s degree student in Social Media:

Justin Kings has more than 25 years of experience working in broadcasting and digital both in his native U.K. and around the world. For the past six years, he has worked with Europe’s biggest public service media, supporting them to use social media more effectively. As faculty member of the EUROVISION ACADEMY, the training arm of the world’s largest association of national broadcasters, he helps television, radio and online media develop social media strategies and engage more deeply with their audiences.

Allie Cass is a senior social analyst at Oracle in Atlanta. She works first hand with Oracle’s Social Relationship Management software and assists clients in evaluating social marketing strategies through the power of analytics. Her client roster includes NBC Sports, State Farm, McDonald’s, Lowe’s and GM. Prior to her time with Oracle, Allie worked in account services at JWT INSIDE managing health care and retail clients while guiding and implementing their recruitment advertising strategies.

Kristina Libby is a communications professional who has worked across non-profits, government and corporate America. She currently runs Consumer PR for Microsoft. Previously, she ran her own company focused on the nexus between social media and PR and prior to that worked for USAID. Referring to herself as a “serial entrepreneur,” Kristina writes, speaks and teaches on subjects across a wide range of issues including PR, storytelling, and writing.

“I had thought about a master’s degree for a long time, and it was a matter

of time commitment, financial commitment, and making it work with working full time. Frankly, for about five to 10 years, I had not found the mix that

made it work – this made it work.”

Joni JamesChief Executive Officer

St. Petersburg Downtown Partnership

“A common misconception is that just anyone can do social media, but

my degree gives me a competitive edge as well as respect in an industry that is

relatively new and misunderstood. ”

Nhi HoangDigital Engagement Manager at

Alfred Angelo Bridal

“With so many self-proclaimed experts, ninjas, and gurus, I wanted a way to gain an edge over other professionals in the field. The master’s

program allowed me to switch industries and advance in a field that I love.”

Sean BurkeProduct Coordinator at

Dusenberry Martin Racing

What Do Our Alumni Have to Say?

What Do Other People Say About Our Programs?

Named one of the top Master of Arts in Mass

Communication programs in the nation by Super

Scholar.

SmartMoney ranks University

of Florida as one of the top

institutions for tuition-

to-graduate-salary value.

U.S. News & World Report

calls this distance education

program a top performer in

online degree programs.

University of Florida named one of the 25 best online

collegesat “The Best

Schools.”

About the University of FloridaFounded in 1853, the University of Florida is a public land-grant, sea-grant and space-grant research university, one of the most comprehensive in the United States. Led by University President W. Kent Fuchs, UF’s commitment to provide the highest quality education at the best value for all students has resulted in its consistent ranking among the top universities in the country. The University’s mission is to enable students to lead and influence the next generation and beyond for economic, cultural, and societal benefit.

The University of Florida has more than 360,000 alumni, residing in every state and more than 100 foreign countries. UF alumni include two Nobel Prize winners, eight NASA astronauts, 10 U.S. Senators, 42 U.S. Representatives, eight U.S. ambassadors, 11 state governors, 11 state Supreme Court justices, and over 50 federal court judges. Florida graduates have served as executive leaders of such diverse institutions as the U.S. Marine Corps and the National Organization for Women.

About the UF College of Journalism & CommunicationsConsidered one of the nation’s best and led by Dean Diane McFarlin, the University of Florida’s College of Journalism and Communications is globally recognized for the strength of its programs, faculty, students, and alumni.

Boasting curricula combining conceptual and theoretical instruction with skills training, the College’s degree programs ensure students have the opportunity to apply what they are learning in professional settings to create a productive learning experience.

To provide quality master’s degrees for working professionals and students from a distance, the College has developed several innovative mass communication programs, including Global Strategic Communication, Public Relations and Communication Management, Web Design and Online Communication, and Social Media.

Did You Know?

Notable alumni of the University of Florida include:

Erin Andrews, journalist, host of FOX College Football and participant on Dancing with the Stars

Carey Cavanaugh, former U.S. Ambassador, current director of Patterson School of Diplomacy

Mark Erstling, senior vice president and chief operating officer for the Association of Public

Television Stations

Corporations rank UF among the top 10 places to recruit new

employees. In 2014, Kiplinger's ranked UF third for

best value, and Fiske Guide to Colleges

listed UF third for best buys among public

institutions.

In 1965, a team of UF scientists developed Gatorade, a beverage

that helps athletes stay hydrated better

than water.

Since 1968, 145 Gator athletes and 13 Florida coaches have represented

37 countries in the Olympics.

UF scientists developed Sentricon, a revolutionary termite elimination

system that protects more than 2 million structures, including the

Statue of Liberty, the White House, the Alamo, and most of the French

Quarter of New Orleans.

A Simple Application ProcessMeet these requirements:

• Bachelor’s degree from an accredited college or university• GPA of 3.0 or better for overall undergraduate studies• GPA of 3.0 or better for all upper-division undergraduate work

Prepare these items:

• GRE test results: 550/156 verbal, 550/146 quantitative• Statement of purpose/goals• Resume• Three letters of recommendation• Florida residency documents, if needed• English proficiency exam, if international

Fill out the online application.

Send your additional documentation to the University and the College.

Who Is Right for the Social Media Program?For a while, the youngest, most tech-savvy person in the marketing department handled social media management by default. Now it’s a vital part of nearly every organization’s digital strategy and commands large portions of marketing budgets. As businesses react to this shift, they need skilled communicators who can manage a budget as well as they manage a community. With a master’s degree specializing in Social Media from University of Florida, you’ll be ideally suited to help these organizations reach the audiences that depend on them.

Want to Apply?The MAMC Program has the following deadlines:

Summer Semester – April 1

Fall Semester – July 1

Spring Semester – November 1

For full admission details, including GRE requirements and financial aid, use the email address below to speak to your enrollment advisor.

distancesupport@jou.ufl.edu

Learn more at socialmedia.jou.ufl.edu

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