Certificate in

Social Media Marketing

Stay current with the latest marketing trends and gain the skills and knowledge to become an effective social media professional with a comprehensive, innovative program designed for working adults.


Stand Out in One of the Fastest Growing Professions

The San Francisco Bay Area is home to social commerce giants like Facebook, Twitter, Yelp, and YouTube, and all companies – local, regional, and national – are hiring social media professionals to assist with the growing online demand from their customers. In fact, job postings for social media positions on LinkedIn have grown a record 1,357% since 2010. The need for professionals specializing in social media is rapidly increasing, and there’s no better time to hone your marketing expertise to meet this emerging market.  

Whether you want to jump-start your career in social media or just want to incorporate new marketing techniques and skills into your current position, Cal State East Bay’s Social Media Marketing Certificate Program provides you with hands-on training in the practical and strategic components of social media marketing.  

Princeton Review LogoBest in the West

Selected as a "Best in the West" college by The Princeton Review

CSUEBFaculty Excellence

Led by two senior social media and online marketing practitioners

ComputerOne-of-a-Kind Training

One of the only hands-on social media marketing programs offered in the Bay Area

Learn Through an Engaging and Dynamic Curriculum

Becoming a social media expert involves active participation and not just theory, and that’s why you’ll receive hands-on training directly in a technology lab to learn current best practices for using social platforms to market effectively and achieve results for your business, employer, or personal career goals.

By taking advantage of this unique program, you will gain a comprehensive understanding of social media marketing from responding to negative commentary to building your company’s brand and measuring efforts.  You’ll enjoy class sessions which incorporate in-depth case studies, guest speakers, and interactive lab sessions to impart the knowledge, experience, and practical skills you’ll need as a social media professional. 

Make a Global Impact in the Social Media Community

You may be familiar with using social media for personal networking, but leveraging it to support business strategy takes formal training and specialized knowledge. As a social media expert, you’ll be in charge of maintaining a social media presence on a global level—implementing social media marketing campaigns, creating engaging and dynamic content, generating web traffic, leads and sales, developing brand awareness, monitoring social media profiles, and analyzing reports. 

As a Cal State East Bay graduate, you’ll leave the program equipped to think strategically about social media.

By earning your Certificate in Social Media Marketing, you’ll be prepared for a variety of professional social media roles including social media manager, social media strategist, online community manager, social media marketing coordinator, blogger, copywriter, consultant, analyst, and more. 

Occupational Outlook

90% Growth

According to, jobs with the phrase "social media" in their title are growing by nearly 90 percent.

Earnings Potential

The salary for a social media manager in San Francisco can range from $58,000 to $97,000 a year.

- Onward Search

Market Relevance

90% of marketers indicate that social media is important for their business.

-Social Media Examiner, 2016 Social Media Marketing Industry Report

Expand Your Social Network on a Professional Level

Whether you’re pursing your next career or enhancing your current one, Cal State East Bay’s Social Media Marketing Certificate Program provides you with the knowledge and skills to take your marketing abilities to the next level by expanding your reach to a whole new audience.

Gain the knowledge and expertise to take your marketing skills to the next level.

As a Cal State East Bay graduate, you’ll leave the program equipped to think strategically about social media, layer social media initiatives into corporate communications, and tie everything back to your company’s bottom line. In fact, at the core of the program’s curriculum is an opportunity to research, develop, and write a social media strategy plan for your current business, start-up idea, or non-profit. With hands-on experience under your belt, you’ll not only boost your resume but also possess the competitive edge to stand out in any organization.   

By participating in this program, I have solidified myself as a Social Media Marketing professional by learning best practices and expanding my understanding of various social media platforms.

Terry CatoSocial Media Marketing Graduate

In the program, we not only look at outside businesses but our own as well. Having that assistance from professionals in the industry was invaluable and truly helped me learn more about my business and how to help others. Completing the program has given me the confidence to apply to social media positions.

Monica HolmesSocial Media Marketing Graduate

Program Objectives

By successfully completing the Social Media Marketing program, you’ll have the skills to:

Build effective online marketing strategies and campaigns, and employ web analytics tools to track and measure success.

Synthesize conflicting points of view through active case discussion.

Apply Web 2.0, social media, mobile, and emerging technologies as marketing and promotional tactics.

Demonstrate advanced knowledge of social media business concepts. 

Program Format

The Social Media Marketing Certificate Program is conveniently offered at CSUEB’s downtown Oakland Center. Classes will take place in the 25-seat computer lab. Since social media takes place online, you’ll learn by completing hands-on activities and exercises online.

Certificate Requirements

To earn a Certificate in Social Media Marketing, you must complete six required courses.

View the current schedule of available courses here.

EXSP 8503 Writing a Social Media Marketing Strategy
EXSP 8504 Using Social Media for Public Relations and Marketing
EXSP 8505 Writing Social Media Content
EXSP 8506 Measuring and Tracking Social Media Metrics
EXSP 8507 Reputation Management, Crisis Communications and Legal Issues of Social Media
EXSP 8508 Social Media Practicum

Optional Workshops

Optional Pre-Workshop
EXSP 8509 Introduction to Social Media
This one-day, fast-paced workshop will build your knowledge of social media tools and channels. Whether you intend to use social media for personal, career or business purposes, this hands-on workshop will quickly jump-start your social media accounts. Held in a computer lab, you will be guided step-by-step to set up accounts on some of the most popular social media sites. Discussions will include determining what type of content to share, connecting with others, and privacy considerations. This workshop will be available to both program participants as well as the general public.
Optional Post-Workshop
EXSP 8510 Making Social Media Work for You
What do you do with what you’ve just learned? This one-day workshop will focus on how you can creatively market yourself using social media.  Use what you’ve learned to find a job as a community manager, social media professional, or use it to market yourself as a consultant, author, or independent service provider. You will learn how to prepare a portfolio and resume and determine appropriate websites to review and monitor. This workshop will take place in a classroom, not a computer lab.

Susan Barnes

I believe in learning through experience and practice. I encourage students to practice what they learn and my classes emphasize practical skills over theory.

Suse Barnes is the president and founder of Susby Internet Solutions, a digital marketing consulting firm located in Oakland, California. At Susby, Barnes manages all aspects of digital marketing for her clients including search marketing, social media marketing, website design, and development and analytics reporting. Her sixteen years in the Digital Marketing industry spans many roles including vice president, project manager, developer, designer, instructor, professor, founder, and marketing consultant. Barnes teaches classes in Social Media Marketing, Digital Marketing, and Advertising at San Francisco State University, University of San Francisco, Hult International Business School, and Notre Dame de Namur University. Key clients include PIER 39, Blue & Gold Fleet, Ctuit Software, The Pickwick Hotel, and Village Associates Real Estate.

Barnes received bachelor’s degrees with Pi Kappa Lambda Honors in Music and Studio Art from Oberlin Conservatory of Music and College. She also holds a master’s degree in Clarinet Performance from Northwestern University and a certificate in Internet Design and Technology from San Francisco State University’s Multimedia Studies Program where she was the recipient of the Robert Bell Award for outstanding achievement.

Barnes is a marathon runner and plays clarinet in various San Francisco Bay Area classical music groups.

Marguerite Hinrichs

Marguerite Hinrichs, also known as “The PR Lady,” is a native of San Francisco and a graduate of the University of the Pacific (Stockton, CA) with a Bachelor of Arts degree in Communication, emphasizing in Public Relations; she earned a Master of Science degree in Recreation and Tourism from California State University, East Bay. 

Currently serving as CSUEB's Director of Student Life and Leadership and Diversity Center Programs, Hinrichs is responsible for the successful coordination of new student and family orientation programs, over 100 student clubs and organizations, a variety of student leadership development programs, major campus life events, and oversees the university's Diversity Center.

In addition to her work in the university and community arenas, Hinrichs owns and operates The PR Lady & Associates, a public relations and marketing consulting business that specializes in event planning, PR/marketing campaigns, small business development, and public relations consulting. Since 1997, The PR Lady & Associates has developed numerous media kits and promotional items, as well as planned and executed many successful events for a diverse range of clients throughout the Bay Area and Southern California, including entertainers, artists, educators, business professionals, and community organizations.

Irene Koehler

My goal is to teach you to use social media in a way that fits you; not to force you to use it like everyone else.

As a social media strategist and founder of, Irene Koehler ​guides​ businesses, ​non-profits, ​executives, and professionals ​to make smarter choices and achieve success by leveraging digital and social media​.​ ​This includes​ managing​ their online brand and reputation, ​engaging their unique audience, ​and aligning their efforts with their overall business objectives. Having spoken everywhere from college campuses to AARP's national convention, and​ from businesses of all sizes to non-profits and professional organizations, Koehler believes that all of us, digital natives and digital newcomers alike, have much to learn about how best to engage with the rapidly evolving social web.

A California native, Koehler was raised in Southern California and has lived in Northern California for over two decades. She received a BA from the University of California, Los Angeles. With a lifelong passion for community service, Koehler has held leadership positions in civic, cultural, educational, and non-profit organizations.

Koehler can be found online at,, and

Kimberly Legocki


BA in Liberal Arts  

University of South Florida


Nova Southeastern University

Accredited in Public Relations (APR) Credential 

Public Relations Society of America

Kimberly Legocki

As an educator, I strive to create a classroom community that is interactive and engaging. Your time is valuable. I teach you the most current and relevant social media content so that you’re able to immediately apply what you learn in the class to the real world.

Kimberly Legocki has been promoting and educating companies about online marketing tactics and strategies since 1994. 

She has over 20 years of marketing communication, e-commerce, public relations, social media, and branding experience. Prior to joining Cal State East Bay as Social Media Director in 2009, Legocki served as the global marketing communications manager for JohnsonDiversey, a global provider of commercial cleaning products with key brands such as Windex®, Ziploc®, and Scrubbing Bubbles®. 

She developed the first Web site and e-marketing program for Piper Aircraft; expanded the e-commerce portal at ATP Publishers into a global retail channel; established the first e-marketing team at JohnsonDiversey, and, initiated a strategic social media program at Cal State East Bay. 

In addition to having the distinction of being the first full-time social media professional in the 23-campus California State University system, Legocki lectures on media planning and social media marketing (both the BS and MBA programs) for the marketing department in the College of Business at Cal State East Bay.  She also teaches core social media strategy and marketing classes in the International Diploma Program at U.C. Berkeley. Legocki keeps her technical skills fresh by working as a marketing consultant at San Francisco-area start-ups.


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Susan Barnes

Susan Barnes

Marguerite Hinrichs

Marguerite Hinrichs

Irene Koehler

Irene Koehler

Kimberly Legocki

Kimberly Legocki

You’re Invited to Enroll

No application is needed to enter the program. You may enroll in any class at any time. The only exception is the final “Social Media Practicum” class, which requires the successful completion of all other classes to ensure your understanding of social media best practices. Exceptions require instructor approval.

Admission Requirements

Admission to the Social Media Marketing Certificate Program is open to any interested student who can satisfactorily complete the program coursework. If you’re not quite ready to commit to the full program, individual courses can be taken without formal admission to the certificate program. 

Since this program is held in the computer lab with all coursework and class activities being completed online, you should be comfortable using both a computer and popular social media networks like Facebook, Instagram, and Twitter.

If you do not meet these prerequisites, you are encouraged to attend the optional pre-program workshop, “Introduction to Social Media Marketing.” This one-day boot camp-style workshop will quickly build your knowledge and confidence in using social media tools and channels.

Upcoming Info Sessions

Wednesday, January 10
6:00 - 7:00 p.m.
Oakland Center

Common Questions

How fast can I complete the program?    
You can complete the program in as little as six months. However, there is no rush and you may enroll in classes as your schedule permits. The optional workshops are only held once per quarter.

How much do I need to know about social media to enroll?
It’s more important that you’re comfortable using a personal computer (PC). To maximize the benefit of these classes, you should be proficient in using a PC to open Internet browsers and able to perform fundamental skills such as copy/paste/save.  You should also have created a personal account on Facebook or other popular social media networks.  If you don’t meet these requirements – no worries!

At the beginning of every quarter, a pre-program workshop will be offered, “Introduction to Social Media.” This class is designed for those who lack the prerequisite skills and/or are not too confident in using social media platforms. The course instructors are experienced in helping social media newbies get up to speed quickly.

Will I be taking notes or learning hands-on?
All required classes to earn the Social Media Marketing Certificate from CSUEB will be held in a 25-person computer lab. You will be assigned to your own PC, from where you will be following the instructor in completing exercises online. It’s easier to learn by doing - especially when it comes to technology – so you will be writing, creating, and doing activities along with the instructor. This makes the class not only fun but it helps to ensure your mastery of social media marketing skills.

How is this program different from others?
CSUEB’s program stands out for two reasons – (1) all classes are held in a computer lab where you learn by doing and (2) you will be putting what you’ve learned into action by researching, writing, and developing a social media marketing strategy for either an Oakland nonprofit organization or a local downtown business. You may also opt to create a plan for your current employer, start-up business idea, or your own online brand.  

Graduates of the Social Media Marketing Certificate Program will have learned not only current best practices but also how to write and implement a strategy based upon actual business goals and needs.


Is financial aid available for this program?
Traditional Financial Aid (such as completing the FAFSA, Pell Grants, etc.) is not applicable for certificate programs, but there may be other suitable options to help you in financing your program. Learn more about other financial aid options.

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At Cal State East Bay, we pride ourselves on putting students first, from the moment you inquire until you graduate. We hope you've found answers to your questions in this support center, but if not, please get in touch.

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At a Glance

Area of study: Certificate in Social Media Marketing

Ideal for: Communication managers and marketing professionals with a desire to get ahead and stay current with technological trends 

Business owners and entrepreneurs needing to increase their skills and their potential for success using current social media best practices

Program format: In-person

Number of courses: 6 courses, plus 2 optional workshops

Program length: 6 - 8 months

Tuition cost: $2,000 - $2,574 (Tuition fees are subject to change at any time)


Please let us know if we can answer any questions about the Social Media Marketing program. Many answers can also be found in our online Support Center.

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