You have chosen your profile picture, written the perfect bio, and are sharing carefully curated links. Crickets. Your best take? One like. Your reply? Unacknowledged. What is going on? How do people gain influence through social media? This half-day course examines the sociology and psychology behind online influence as well as the basic building blocks employed by the world's top influencers and brands to capitalize on the social media platforms that have come to dominate our personal, professional and political lives. We will discuss the rules of establishing an online presence that is worth a follow. We will explore a set of techniques designed to generate cultural relevance and create real value that will generate attention.
Wednesday, November 2: 6:00 p.m. - 9:00 p.m. (Virtual)
Location:
ONLINE
Instructor:
Paul Lawton
Notes:
This is an online course with one 3-Hour session.
Instructors
Paul Lawton
As a cultural ethnographer and former adjunct professor of sociology at the University of Lethbridge, Paul’s PhD research focused on digital health and the emerging social web. Paul transitioned from academia into the agency world in 2013 as head of digital at Cohn & Wolfe and, more recently, as VP Strategy at Cossette, where he led brand strategy on the Canopy Growth portfolio during the legalization of cannabis in Canada. Paul has owned two independent record labels that have released 100+ albums by emerging Canadian musicians over the last 10 years and has a deep understanding of Canadian culture from years of touring coast to coast.
