Social Media Marketing: A Commentary on Teaching and Learning in a Dynamic Field

Abstract

Social media marketing constantly evolves, and teaching in this dynamic discipline can be challenging. This commentary provides a brief overview of the emergence and evolution of social media marketing in the curriculum. We address emerging best practices in teaching, such as educators cultivating industry relationships and using certifications in the curriculum. We discuss the emerging trend of using stackable certificates. We conclude with a brief review of the emphasis the marketing education journals have placed on integrating technology. We posit that with the newest technology, students need to be taught how to use due to the benefits but understand the potential risks associated with these new technologies, such as artificial intelligence.