Here’s my first shot to teach such a class:
We’d need a few textbooks to get things going. I’d probably tend to go a bit non-traditional here and select textbooks that aren’t written by the social media elite. Here are a few that I’d put on a syllabus (I’m not getting paid for any of the links to the books below):
“Content Strategy for the Web” by Kristina Halvorson. I would focus heavily on the content for my class.
“The Facebook Effect” by David Kirkpatrick. This is definitely not a how-to or traditional textbook, but students would learn a lot about the psychology of social networks by reading this one.
“The NOW Revolution” by Jay Baer and Amber Naslund. This one’s the exception to my rule. I really liked this book, especially for the big brand corporate marketer/communicator.
“Groundswell” by Charlene Li & Josh Bernoff.