Master’s in Social Media
Marketing Online

Source – Integrated Post Secondary Education Data System & University Data
*Tuition rates are for in-state and per year. Program specific rates may apply.
**NA – data not available

The online master’s degree in social media marketing program offers a comprehensive understanding of emerging marketing tools and technology and how to develop marketing and communication strategies using social media effectively. Students in this program study the history, theory, and technology of social media through specific courses on topics ranging from online marketing channels to strategic social marketing communication. They learn to segment consumer populations based on their social media activities and preferences, establish return-on-investment benchmarks, conduct marketing research, develop social marketing strategies, and communicate effectively across various social media.

Curriculum and Skills You’ll Gain

An online master’s in social media degree program usually requires 30 to 40 credits, 33 credits being typical. The curriculum can be customized to the student’s needs and completed entirely online, partially online, or in a hybrid format that includes online and offline classes. Apart from core courses and electives, students are frequently required to complete a capstone project and/or an internship. Below is a list of courses prospective students can expect in a master’s in social media marketing online program:  

Social Media and Digital Analytics

This course equips students with skills in analyzing and leveraging social media data for effective digital marketing strategies. It covers advanced techniques, tools, and platforms for maximizing social media presence and optimizing marketing campaigns.

Mass Communication Theory

This course delves into the fundamental principles and models of mass communication. It explores how messages are transmitted, received, and interpreted in the digital era. Students will gain insights into media effects, audience behavior, and the role of social media in shaping communication dynamics.

Social Media Crisis Communication

This course focuses on strategies for managing and mitigating crises using social media platforms. Students will learn to respond effectively to adverse situations, maintain brand reputation, and engage with stakeholders during crises. The course emphasizes real-time monitoring and communication techniques to navigate challenging scenarios in the digital landscape.

Social Media Marketing and Branding

This course is designed to teach students the art of crafting impactful branding strategies through social media platforms. It covers techniques for building brand identity, engaging with audiences, and driving brand loyalty. Students will learn to leverage social media’s potential to create compelling brand narratives and achieve marketing objectives.

Advertising and Social Media

This course explores integrating advertising principles with social media strategies. Students will gain expertise in creating and executing effective social media advertising campaigns, targeting specific audiences, and measuring campaign performance. The course emphasizes leveraging social media platforms to maximize advertising reach and impact in the digital marketing landscape.

Upon completing a Master’s in Social Media Marketing, students can expect to acquire various learning outcomes and skills to excel in the field:

• Social Media Strategy: Develop comprehensive social media marketing plans aligned with business objectives and target audiences.
• Content Creation: Create engaging and compelling content tailored to social media platforms.
• Analytics and Insights: Utilize data analysis tools to track social media performance and derive valuable insights for informed decision-making.
• Brand Management: Cultivate brand identity and maintain brand reputation across social media channels.
• Community Management: Engage with online communities, respond to inquiries, and manage customer relationships effectively.
• Social Media Advertising: Design and implement targeted advertising campaigns to reach specific audiences and maximize ROI.
• Influencer Marketing: Collaborate with influencers to enhance brand awareness and foster authentic connections with target audiences.
• E-commerce Integration: Explore social media’s role in driving e-commerce sales and implementing social commerce strategies.
• Cross-Channel Integration: Understand how to integrate social media marketing with other digital marketing channels for cohesive campaigns.
• Compliance and Ethics: Comprehend legal and ethical considerations related to social media marketing practices.
• Trend Analysis: Stay up-to-date with the latest social media trends and emerging platforms to stay ahead in the dynamic digital landscape.

These learning outcomes and skills will empower graduates to excel as social media marketing professionals and significantly impact the ever-evolving world of digital marketing.

Degree Types

A social media marketing master’s degree can be earned in several ways. While two primary types of degrees are available – the Master of Arts in Social Media Marketing and the Master of Science in Social Media Marketing, students can also opt for combination programs.

Specializations for Social Media Marketing Students

Specialization helps students sharpen their skills and knowledge in specific areas of interest within the social media domain. It also offers other benefits, including lucrative career opportunities, professional growth, and recognition within the industry. Various specialization options are available within the social media master’s program. Some of these social media concentrations are:

Many schools also offer marketing majors or combination degrees with a social media marketing concentration. These alternatives, while similar to a social media marketing master’s, are best suited for students who broaden their focus of study and study an additional subject apart from social media. Some options include but are not limited to:

• Master of Science in Communications with an Emphasis on Social Media 
• Master of Arts in Strategic Communication with a Concentration in Digital and Social Media 
• Master of Science in Applied Communication with a Concentration in Social Media 
• Master of Arts in Emerging Media 
• Master of Arts in Social and Emerging Media 
• Master of Arts in Digital Marketing 
• Master of Arts in Digital Strategy 
• Master of Business Administration in Marketing (MBAM) 
• Master of Science in Marketing and Advertising (MSMA) 
• Master of Marketing Management (MMM) 
• Master of Science in Sales and Marketing (MSSM) 
• Master of Science in Marketing and Innovation (MSMI)

Graduation Timeline

Typical Timeline: 1-2 years

Credits to Completion: 30-40

The online master’s in social media marketing usually requires between 30 and 40 credits (36 credits being typical) to complete the program. In most cases, the degree requires about 1 to 2 years to complete if done full-time. Part-time students may need approximately 2 to 3 years to finish. Students should note that the coursework load, chosen specialization, capstone project, internship, and mode of delivery (online, offline, or hybrid) will influence the time to graduate from a master’s in social media marketing degree program.

Accelerated master’s degree programs are usually designed to allow students pursuing a bachelor’s degree to receive their master’s degree faster. Fast-track or accelerated degrees typically require students to complete a bachelor’s degree, followed by a shorter period (typically one year instead of the standard two) to complete their master’s. Many universities also allow students to accelerate or fast-track their master’s program by transferring credits, additional coursework loads, specializations, program flexibility, etc.

While most online master’s in social media marketing will require 1 to 2 years to complete, a few universities offer accelerated master’s in social media marketing online that can be completed faster. Here are some examples: 

Fitchburg State University²

Liberty University³

In most instances, enrolling for an online master’s in social media marketing program is straightforward. To begin with, colleges generally require prospective students to hold a bachelor’s degree in marketing or any other discipline. In rare cases, some from backgrounds other than marketing may be required to take a few prerequisite courses. It is worth pointing out that each program and college may have different admission requirements. However, here is a list of general admissions requirements for online master’s in social media marketing:

• Application for Admission 
• Application Fee 
• Official Academic Transcripts 
• An Undergraduate Degree in Marketing or Other Discipline 
• Minimum Grade Point Average (GPA) of 2.8 on a scale of 4.0 
• Graduate Management Admission Test (GMAT) or Graduate Record Examinations (GRE) Scores (sometimes asked) 
• Personal Statement or Statement of Purpose 
• Personal Essay (sometimes requested) 
• At least 2 Letters of Recommendation 
• Graduate Resume 
• Proof of Proficiency in English (if the native language is not English) 

Note: Students are advised to check with the admissions office of their chosen college for exact and specific admission requirements, as they vary by college and program.

Many colleges require incoming students to submit Graduate Management Admission Test (GMAT) or Graduate Record Examinations (GRE) scores when applying for a marketing master’s degree online. This is especially a requirement for management degrees (such as the MBA). Depending on the program and school, a social media marketing degree at some schools may not require GMAT or GRE scores as an admissions requirement, the primary condition being that the applying student must have a good Grade Point Average (GPA). Here are a few examples of online master’s in social media marketing with no GRE: 

• The University of Florida – Master’s in Social Media Marketing⁴
• University of Denver – Master’s in Marketing Communication⁵
• The University of Tampa – Master’s in Social and Emerging Media⁶

Accredited Programs

Accreditation is a procedure by which an independent outside authority certifies that a school or degree program meets and/or exceeds the preset quality and rigor standards. Although accreditation is optional for colleges, having one provides numerous advantages, the biggest advantage is that it validates a program to employers and other colleges and institutions. Accreditation also ensures that students can easily and readily transfer credits from one recognized institution to another and be eligible to receive federal financial aid.

There are six regional accrediting agencies authorized by the U.S Department of Education⁷and/or the Council for Higher Education Accreditation (Council for Higher Education Accreditation CHEA)⁸ that can accredit a college, which are: 

• New England Commission of Higher Education (NECHE)⁹
• Middle States Commission on Higher Education (MSCHE)¹⁰
• Higher Learning Commission (HLC)¹¹
• Southern Association of Colleges and Schools Commission on Colleges (SACSCOC)¹²
• Northwest Commission on Colleges and Universities (NWCCU)¹³
• Western Association of Schools and Colleges (WASC) Senior College and University Commission (WSCUC)¹⁴

To check a school’s accreditation status, students can visit the official U.S. Department of Education website or the Council for Higher Education Accreditation (CHEA) website. 

An alternative to regional accreditation is programmatic accreditation. Some agencies do not accredit the college but accredit a program instead. A specialist-accredited social media marketing degree signifies that the school satisfies the subject-specific requirements of the social media marketing industry. Some specialty accreditors include: 

• International Assembly for Collegiate Business Education (IACBE)¹⁵
• Association to Advance Collegiate Schools of Business (AACSB)¹⁶
• Accreditation Council for Business Schools and Programs (ACBSP)¹⁷

Students are advised to read the in-depth Guide to Accreditation to understand its importance and why it is essential.

While free online courses do not confer a master’s degree, they are often created by some of the best universities in the world. They can provide students with additional knowledge and insights outside the classroom and textbook and help them with their regular studies, assignments, exams, or capstone projects. Here are a few resources for free courses for master’s in Social Media Marketing degree students: 

The cost of a master’s degree program is ever-increasing. Most graduate programs cost tens of thousands of dollars, so students often wonder how to fund their education. Fortunately, there are different forms of financial aid available to graduate students. To be eligible for financial aid, applicants must fulfill and meet all criteria listed by the donor or lender. Here are a few types of financial aid prospective students of an online master’s in social media marketing can explore: 

Scholarships

Scholarships are payments made to students who have demonstrated exceptional academic success or met all the scholarship sponsor’s requirements. Apart from academic excellence, scholarships may be awarded based on socioeconomic background, gender, Voluntary work and social engagement, religious affiliation, sporting accomplishments, career path, specific subjects or degrees, financial need, and more. (Read about Scholarship Scams to avoid being scammed online) 

Marketing scholarships can help students lower the tuition fees of their online master’s degree in social media marketing programs. Getting a scholarship can allow students to concentrate on their studies instead of worrying about how to pay for their education. Listed here are a few scholarships that apply to an online master’s program in social media marketing: 

Grants 

Grants are sums of money given to deserving students that need not be repaid. Governments, foundations, trusts, or corporations often give them to individuals who can demonstrate financial need. Like scholarships, grants are ‘free aid’ or a “gift,” meaning they do not need to be paid back, making them one of the most sought-after college funding options. 

Graduate Assistantships

A Graduate Teaching Assistant (GTA) is a graduate student enrolled in a university who also teaches undergraduate students at that university. As students, they take courses and pursue their studies in a specialized academic field. They also help professors teach undergraduate courses. In return, graduate teaching assistants are paid a stipend or fee waiver. 

Student Loans

Students can take out student loans to help pay for college. Financing options include federal loans, bank loans, group and trust loans, and other sources. Unlike scholarships and grants, student loans must be repaid with interest to the lender. While student loans might help with educational expenses, they can also add to student debt, making repayment more difficult and possibly taking years to clear. 

FAFSA 

The FAFSA (Free Application for Federal Student Aid) is a standardized form used to determine eligibility for financial assistance for higher education. Completing the FAFSA determines eligibility for federal grants, loans, and work-study programs. It’s a key step in accessing financial aid to make college education more affordable.

Graduates of a master’s in social media marketing can create their own consultancies or obtain jobs in commercial and governmental sectors thanks to their knowledge of trends, communication strategies, audience behavior, and analytics. A social media graduate degree equips students with careers that entail more than just making social media posts. There are positions available in practically every professional field, whether working for a social media firm or as a social media manager.  Some examples of job titles include but are not limited to” 

• Business Development Manager
• Communications Manager
• Marketing Manager or Director
• Digital Marketing Manager
• Online Communication Manager
• Nonprofit Fundraiser
• Social Media Manager or Director
• Social Media Strategist
• Public Relations Director
• Media Planner
• Social Media Manager
• Brand Advocate
• Brand Manager
• Director of Media Relations
• Content Manager
• Engagement Coordinator
• Communications Specialist
• Market Research Analyst
• Social Media Influencer
• Marketing Manager
• Digital Media Manager

Here are a few careers for students with an online master’s degree in social media:

Certifications serve as an official declaration of one’s professional ability and are helpful in a range of professions as a condition of employment or practice. They also, in some instances, lead to licensure for specific jobs. While marketing master’s degree holders can choose from several certifications, those explicitly tailored to social media marketers are hard to come by. Nonetheless, social media graduates can also seek general marketing or digital marketing certifications matching their qualifications. Here are some certifications for master’s degree in social media marketing graduates to explore: 

American Marketing Association (AMA)²⁸

The American Marketing Association (AMA) offers graduates of an online master’s in marketing (along with any specialization) or working marketers six certificates to choose from. In addition to a bachelor’s or master’s degree, candidates must have at least four years of professional marketing experience or seven years of professional marketing experience in general for most of these certificates. The following AMA certificates are available: 

OMCP Digital Marketing Certification²⁹

Professionals with proven expertise and rigorous training who have demonstrated mastery of digital marketing best practices across various digital marketing disciplines are awarded the Online Marketing Certified Professionals (OMCP) digital marketing credential. Over 900 colleges and training institutes throughout the world teach OMCP standards. Thousands of leading companies favor professionals with these credentials. 

Hootsuite Social Marketing Professional³⁰

The Hootsuite Social Marketing Professional certification is an industry-recognized certification that demonstrates expertise in the essential elements of social marketing to clients and employers. The certification tests and certifies one’s knowledge of the core principles of social media marketing. 

SMEI Certified Marketing Executive (CME)³¹

The Sales & Marketing Executives International, Inc. (SMEI) offers the SMEI Certified Marketing Executive (CME) designation, which demonstrates knowledge of marketing theories, ideas, and practices as they apply to the management of the marketing function in a complex organization. SMEI also provides a Social Media Marketing Certificate³². 

As for licensing requirements, marketers are generally exempt from licensure to work, but some occupations, such as those involving insurance or securities sales, may require it.

Social media marketing is a vast and ever-changing field constantly evolving. Platforms are continuously updated, which means that best practices might change instantly. However, it is possible to keep up with the industry by tapping into various resources such as blogs, newsletters, and podcasts. These resources and other social media marketing tools show how to use social media for lead generation, establish a following, and drive-up brand presence and interest. Here are some resources that may help social media marketing online students and graduates: 

1. Social Media Today³³
   Social Media Today is Industry Dive’s publication that provides an original analysis of what is going on in the world of social media. They provide articles, webinars, and full-fledged marketing playbooks, among others. They also send out a daily email newsletter with the day’s best headlines for those interested. 
2. Buffer’s Social Media Marketing Resource Kit³⁴
   Buffer, a company that offers products to help customers build their brands and grow their businesses on social media, has a free-to-download Social Media Marketing Resource Kit that includes a guide to choosing the right social network, how to come up with a voice and tone for social media marketing, a checklist of the way to create an excellent bio, a spreadsheet for tracking and auditing social media growth, and much more.
3. ThinkWithGoogle³⁵
   ThinkWithGoogle brings together new perspectives on industry trends and consumer behavior from the Google marketing team and other top marketers worldwide. Their study is based on search patterns and broadened to include actionable insights, allowing marketers to apply the data to their business in a way that makes sense.
4. Google Analytics Academy³⁶
   Google Analytics Academy assists social media professionals in developing their data abilities with interactive classes presented in a staged Google Analytics environment. Analytics Academy teaches how to use Google’s measurement tools to expand one’s business by collecting and analyzing data intelligently.
5. Social Media Association (SMA)³⁷
   The Social Media Association (SMA) brings together the media community online and offline for those interested in business and media innovation. SMA holds informative meetings and networking events and provides insights on social media strategy, engagement marketing, social media best practices, community management, marketing, branding, design, technology, communications, and PR.

Digital and Social Media Marketing are essential to a successful marketing strategy. However, determining which is better depends on specific goals and target audiences. Digital Marketing encompasses a broader spectrum, including search engine optimization, email marketing, content marketing, and more.

 Social Media Marketing, on the other hand, focuses solely on platforms like Facebook, Instagram, and Twitter. Both approaches can complement each other, but Social Media Marketing offers a more direct and interactive way to engage with audiences, build brand awareness, and foster relationships. Ultimately, a well-rounded marketing approach often combines both strategies for optimal results. Here is a quick look at the two terms:

Digital Marketing is promoting products or services using digital channels and technologies. It aims to reach a targeted audience, engage them, and drive desired actions, such as sales or lead generation.

Purpose and Goals

• Enhancing brand visibility and awareness online.
• Driving website traffic and increasing conversions.
• Building and nurturing customer relationships.
• Improving customer engagement and satisfaction.
• Analyzing data to optimize campaigns and strategies.

Career Paths

• Digital Marketing Manager: Overseeing and implementing marketing strategies.
• SEO Specialist: Focusing on optimizing websites for search engines.
• Content Marketer: Creating engaging and relevant content.
• Social Media Manager: Managing social media platforms and campaigns.

Average Job Salaries:

• Digital Marketing Analyst- $60,523
• Digital Marketing Manager-$121,299

Social Media Marketing uses social media platforms to promote products, services, or content. It focuses on creating compelling content and engaging with the target audience to build brand awareness and loyalty. 

Purpose and Goals 

• Increasing brand visibility and reach on social media. 
• Driving website traffic and generating leads. 
• Building and maintaining relationships with customers. 
• Creating brand advocates and fostering word-of-mouth marketing. 
• Measuring and analyzing campaign performance.

Career Paths

• Social Media Manager: Overseeing social media strategies and campaigns.
• Content Creator: Developing engaging content for social platforms.
• Social Media Analyst: Analyzing data to optimize social media efforts.
• Influencer Marketing Manager: Collaborating with influencers to promote brands. 

Average Job Salaries

• Digital Marketing Supervisor-$106,222
• Social Media Analyst- $72,023

Social Media Marketing vs. Digital Marketing: Understanding the Differences

Social Media Marketing and Digital Marketing are two essential components of a comprehensive marketing strategy, each offering unique advantages and considerations. While it might not be a matter of one being definitively better, understanding their distinctions can help individuals make informed decisions based on their career aspirations and goals.

Social Media Marketing – Focuses exclusively on marketing efforts through social media platforms.

• Aim to engage directly with the target audience and build relationships.
• Emphasizes creating compelling content, fostering interactions, and utilizing influencers.
• Ideal for brands seeking to enhance online visibility and engage with specific demographics.
• Well-suited for businesses aiming to create brand advocates and harness word-of-mouth marketing. 

Digital Marketing – Encompasses a broader range of marketing activities beyond social media.

• Includes SEO, email marketing, content marketing, PPC advertising, and more.
• Provides a holistic approach to reach a wider audience across multiple channels.
• Ideal for businesses seeking a comprehensive strategy to drive traffic, conversions, and brand recognition.
• Allows marketers to analyze data from various sources for data-driven decision-making.

The choice between Social Media Marketing and Digital Marketing depends on an individual’s career objectives, strengths, and the nature of the business they’re associated with. Here are some factors to consider:

Social Media Marketing is for those who

• Enjoy engaging with audiences directly through social platforms.
• Thrive on creating compelling visual content and building brand loyalty.
• Seek opportunities in influencer marketing and community management.
• Desire to work in specific industries where social media presence is paramount, such as lifestyle brands or entertainment.

Digital Marketing is for those who

• Have a passion for a broader range of marketing activities beyond social media.
• Excel in data analysis and enjoy making data-driven decisions.
• Want to work across various marketing channels, such as email, SEO, and PPC.
• Aspire to work with diverse clients in different industries.

Ultimately, the “better” choice depends on an individual’s strengths, interests, and career goals. Some professionals might find fulfillment in specializing in social media, while others might prefer the versatility and analytical aspects of digital marketing. In many cases, combining elements from both strategies can lead to a well-rounded and effective marketing approach.