This course introduces the new media landscape with a focus on understanding the strategic importance of social media channels for corporations and brands. Students learn concepts and tactical concerns related to using social media tools to foster customer relationships and personal branding. In order to CALM my course I leveraged several resources. First, I incorporated a social media certification that is made available at no cost to the student through a special program for higher education. This program provides free courseware and social media monitoring tool for students for 90 days. Second, I used a free, open textbook from Saylor Foundation: eMarketing: The Essential Guide to Online Marketing. Finally, I also used a variety of online content compiled from other sources. Through the adoption of these materials, I was able to save students up to $175 per student.