The Business of Facebook
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Level: Graduate
Division: The New School for Public Engagement
School: School of Media Studies
Department: Media Studies
Course Number: NMDM 5327
Course Format: Seminar
Location: NYC campus, Off-campus
Permission Required: No
  • Media Studies
  • Management & Business
  • Social Media
Social Media is not a technology, a tool, or a trend; it is a fundamentally new way for consumers to connect with the people and things they care about. For companies it is a new way of engaging with and learning from customers. Social Media, particularly on Facebook is an entirely new Internet platform and a new manner of doing business. People have embraced Social Media faster than anyother form of communication, forcing organizations to ultimately reconstruct their business model in three different ways: Social Media: Using Social Media networking as a channel to distribute brand messages and motivate people to engage with and share them. Social Marketing: Incorporating Social Media and technology into the heart of planning a marketing strategy and delivering the brand experience. Social Business: A company that uses Social Media and social technology to improvecore businesses processes like product development, market research, customer service, retail commerce and merchandising. This course provides students with a foundation of Social Business practices across different industry verticals. The course will introduce new concepts and theories on how to transform existing business structures or develop new models that are Social Media at its core. In this course will learn how all disciplines within companies are now being socialized (i.e. HR, Marketing, Finance, R&D, Operations, etc.) The course will also address how a company’s culture is impacted by created more connectivity across employees and its customers. We will be discussing markets outside of the U.S., which will include, but not be limited to Brazil, India, Turkey, Israel, Japan and others. Specific areas that will be covered include: Media Management, Creative and Advertising, Data and Measurement, which will also touch upon consumer privacy. Course work will include readings, in-depth discussions, and three group projects.
Course Open to: Degree Students


Not open to Parsons School of Design students.


Open to Graduate students.


Open to Documentary Media Studies students.

Open to Environmental Studies students.

Open to Global Studies students.

Open to International Affairs students.

Open to Liberal Arts students.

Open to Media Studies students.

Open to Media Management students.

Open to Media Management students.