Matthew

J. Kushin, PhD | Department of Communication Shepherd University

Course Syllabus .:. 1

COMM 322: Social Media

Fall 2013 | 3 Credit Hours Lecture: Location: G 08 Time: T/R 1:50-3:05pm Text: Born to Blog by Schaefer & Smith (ISBN: 978-0-07- Professor: Matthew J. Kushin, PhD 1811116-3) email: [email protected] Phone: 304-876-5361 Likeable Social Media by Dave Kerpen Office hours: L10K Recommended: Toa of Twitter by Mark Schaefer MW:11-1/TR:10-11, or by apt. Additional required readings available online Course Documents & Assignments accessible on Sakai: courses.shepherd.edu Course Overview: The course examines the pervasive impact social media is having on our society, with specific interest in the implications and applications of social media for strategic media professionals. Focus is given to investigating the theoretical and cultural aspects of social media with an aim toward understanding how this communication form has changed our relationship between individuals, organizations, and society. LEAP Goals: Learning Outcomes: #2: Intellectual & Practical Skills throughout the Curriculum Inquiry & Analysis Critical Thinking Oral & Written Communication Information Literacy Collaborative Work Lifelong Learning Inquiry & Analysis Critical Thinking Oral & Written Communication Information Literacy Collaborative Work Lifelong Learning Assessment based on ability to: Complete Hootsuite University certification Complete a semester-long project involving planning, executing, and evaluating a blog or podcast and supporting social media. Work effectively in teams to complete projects. Demonstrate understanding the strategic use of new and social communication technologies for businesses and organizations and individual career advancement. Apply key concepts relevant to new and social media to advance understanding of how social networks are manifested in online environments. Utilize technology to improve critical thinking and writing Apply basic strategic applications of social media tools, with a focus on 4 key intertwined areas: o Monitoring: Strategies for identifying, cultivating, monitoring, and analyzing information on the social/real-time web. o Metrics: Strategies for setting goals and what to measure on social media. o Optimization: Strategic use of optimization strategies to maximize potential exposure to communication content online. o Engagement: Strategies for targeting and engaging potential publics online.

Matthew J. Kushin, PhD | Department of Communication Shepherd University

Course Syllabus .:. 2

[Wee k#] Week of

[1] 8/26

Day

Topic
Due assignments in bold; assigned in italics; bold / italics are assigned and completed in class.

Reading Due / To Dos

Tues

Intro to Class: What is social media and why does it matter?

Thurs

Personal Branding in Social Media Age; Importance of Being Content Creators

Niche Blog & Social Media

[2] 9/2

Tues

Finish: Importance of Being Content Creators; Audience Personas; Naming Your Blog Blog Strategy Report
Social Media Audience

Thurs

Challenge 1: Social Media Monitoring Audience (in class)

[3] 9/9

Tues

Social Media Conversation

Challenge 2: What are they saying? Blog created & Topic finalized for blog (submit URL, niche subject, and names to Sakai Wiki)

Hootsuite University Education and Certification

Thurs

Diffusion of Innovations; Digital Influence

[4] 9/16

Tues

Digital Influence: Nuances and Pillars of Influence

Challenge 3: Influence

Thurs

Install Google Analytics; Data Trends in planning, monitoring, evaluation; Refresher: Blogging Tips; Challenge 4 - Blog Strategy Support Team Activity Bring 2 hard copies of Blog Strategy Report to class for in class activity Blog Strategy Report

[5] 9/23

Tues

Social Media Audit

Social Media Audit Challenge Social Media Audit Report

To Do: If you dont have a professional Twitter account you need it by next class. Twitter.com and sign up. Tweet #comm322 to @mjkushin. I will add you to class list. If you dont have a Google account (e.g., Gmail, Google Plus), create one. Born to Blog Ch 19, 20, 1 & 2 http://bit.ly/FSM_contentmark To Do: Create an account with Tumblr and explore themes 7 reasons EVERY job seeker should be blogging http://bit.ly/FSM_Goldman http://bit.ly/FSM_Michigan Likeable Social Media Ch 11 Born to Blog Ch 3 Likeable Social Media Ch 1 & 2 http://bit.ly/FSM_UAlostbag http://bit.ly/FSM_UAlostbag2 http://bit.ly/FSM_UAlostbag3 http://bit.ly/FSM_tweetcompl aint Likeable Social Media Ch 5-6 Watch: How the Best Brands Tell Stories Using Tumblr on Hootsuite University Born to Blog - Ch 4-6 http://bit.ly/FSM_Influencers Born to Blog Ch 7-8 Watch Klout for Business on Hootsuite University Born to Blog Ch 9-10 To Do: Your first blog post published this week (instructions under Posts on Niche Blog assignment) Resources: Blog Template http://bit.ly/WAP_blogtemplat e Example: Social Media Audit (on Sakai)

To Do:

Thurs

Social Media Engagement Metrics: Planning

Matthew J. Kushin, PhD | Department of Communication Shepherd University Challenge 5 Metrics Planning

Course Syllabus .:. 3

[6] 9/30

Tues Evaluating Metrics; Google Analytics basics; Determining Achievable Metrics for your Blog; Social Media Audit Report Help: 15 minutes at end of class dedicated to anyone wanting to discuss their audit with Dr. K. Thurs Optimizing Posting Schedules & Tracking Social Media Audit Report Reminder: Bring a hard copy of your audit to class

Bring to class a copy of your teams Blog Strategy Report Set up team Hootsuite for your blog (see certification training) to track your niche. Born to Blog Ch 11-12 Watch: http://youtu.be/H1Opn4DS88k Born to Blog 13-14 http://www.prdaily.com/Main /Articles/11021.aspx Begin: Entering required stats for your blog, Twitter, other social media on Bi-Weekly Reporting section of Social Media Measurement spreadsheet Born to Blog - finish Begin entering stats for Optimization Tracking on Social Media Measurement spreadsheet L http://bit.ly/FSM_infographics Tips Likeable Social Media Ch 7, 12

[7] 10/7

Tues

Social Capital; Visual Storytelling with Infographics; Social Objects

Infographics Blog Challenge

Thurs

[8] 10/14

Tues

Infographics Lab Day: Attendance Optional due to limited computers in lab. You may work from home or via library. Lab Guide & Instructions: http://bit.ly/FSM_infographicslabguide Likeable Social Media Ch 3, 4 Engaging on social media: Fostering Brand Communities
Infographic Challenge: Posted to Your Blog Blog Meetings / Mid-Way Support Team meetings Hootsuite University video: Customer Service in a Social World OR Streamlining social support Bring a copy of Born to Blog to class for discussion Check out Loveumentary.com podcast | Nate Bagley on Linkedin

[9] 10/21

Thurs Tues

Fall Break No Class Guest Speaker: Nate Bagley | Director of Communication @ Bold Academy | Founder & Host of Loveumentary.com podcast Mid-Way Support Team Meetings / Blog Check in Meetings with Dr. K
Each team will meet with me during assigned class time to discuss their blog progress and get help. Bring 1 hard copy of your original Blog Strategy Report

Thurs

[10] 10/28

Tues

Mid-Way Support Team Meetings / Blog Check in Meetings with Dr. K Thurs Social Media Client team formation; Engagement Strategies Hootsuite University Education and Certification Assign: Applied Exam: Social Media Client Strategizing

Bring a copy of: Born to Blog to class Likeable Social Media 9, 17 http://bit.ly/FSM_AmysBaking

Matthew J. Kushin, PhD | Department of Communication Shepherd University

Course Syllabus .:. 4

[11] 11/4

[12] 11/11 [13] 11/18 [14] 11/25 [15] 12/2

Guest Speaker: Leigh-Anne Mauk | Social Media & Public Information Specialist | Hagerstown Community College Office of Public Information & Government Relations Thurs Guest Speaker: Mark W. Schaefer | Social Media Strategist & Consultant | Entrepreneur | Top blogger and influencer | Author of best-selling social media books (including Born to Blog) Tues Exam: Social Media Client Strategizing Day 1 Thurs Exam: Social Media Client Strategizing Day 2 Tues Social Media: Class Chosen Topic!
Tues Final Blog Presentation Final Blog Presentation Sign Up Thurs Tues Thurs Tues Thurs

Company Leigh-Annes white paper (on Sakai)

Lab Day: Finalizing Blog; Work on Final Project Reports Thanksgiving Break No Class Thanksgiving Break No Class Final Blog Presentations
Final Blog Presentation

Final Blog Presentations; High-5 awards; group evaluation Final Blog Presentation

Note: Schedule subject to change; Readings are to be completed by the date listed below. Schedule is subject to change. All assignments due by the start of class on the due date unless specified otherwise.

Final Exam Date & Time: there is no assignment due on final exam; final projects due during class. Assignments Hootsuite Education & Certification (Pass/Fail) 10% Social Media Audit Report (group) 10% Blog Project 52% Blog Strategy & Planning Mid-Way Support Team Group Discussion Final Blog Evaluation: Presentation Niche Blog (8 per student, including infographic) and social media Applied Exam: Social Media Client Strategizing (group) 10% Participation Challenges, Blog Check-In Meeting Attendance 9% Group Evaluation 9% Final Grades: Final grades will be determined with the following scale. There is no rounding:
A = A- = 94-100% 90-93.9% B+ = 86-89.9% B = 83-85.9% B- = 80-82.9% C+ = C = C- = 76-79.9% D+ = 73-75.9% D = 70-72.9% D- =

10% 4% 8% 30%

66-69.9% F =0-59.9% 63-65.9% 60-62.9%

Resources
If you are intent on studying strategic comm, you need to 1) read, and 2) be professionally active on social media. I post and share content related to school, social media, and PR. Follow me on Twitter: @mjkushin

Follow these lists I cultivate: o https://twitter.com/mjkushin/social-media - General Social Media News o https://twitter.com/mjkushin/shep - Shepherd and local play your cards right and you might end up on this list! o https://twitter.com/mjkushin/strategic - PR, marketing, etc., w/ a bend toward new media.

Course Policies

Matthew J. Kushin, PhD | Department of Communication Shepherd University

Course Syllabus .:. 5

Participation Grade: A portion of your grade comes from participation. These are not free points distributed to students just for showing up. They must be earned. This grade is calculated based on various participation challenge assignments I will assign throughout the semester, general participation in classroom discussion and evidence of preparation (e.g., attending class having completed the readings), and the students contribution to a productive, inclusive and respectful educational environment for the professor and fellow students. Team Participation Challenges: There will be lots of in-class team participation challenge assignments. They are graded out of 5 points. They will be graded on either 1) how well the group addresses the overarching problem question or 2) 1 question will be chosen at random from the assignment to be graded. 5 points= All questions complete & thoroughly done. Great work. 4 points= 1-2 questions not completed or work is good but does not properly address questions, issues. Less than 4 Greater effort needed; work is not serious; incomplete. Attendance, Being On Time, & Leaving Early: Department Attendance policy: 3 unexcused absences permitted, full grade deduction for each absence thereafter, and 5 or more is automatic F. Attendance will be taken every class. You MUST attend your classes regularly and engage in the requirements for each class; otherwise, your financial aid may be revoked either partially or in full. This would result in an amount due by you to the University immediately. Please refer to shepherd.edu/faoweb for more details. If you know you will be missing classes work with me ahead of time. High-fives will be given to students who miss no more than 2 classes at the end of the semester; two-handed high fives for students who miss no classes. Class participation is important for the success of the class and to your success. You are expected to attend class regularly and on time and to stay for the duration of class. Students who arrive more than 5 minutes late or leave lecture before it is complete without notifying the instructor prior to the start of class will receive a reduction in their overall attendance & participation grade. Do not expect a warning or notification of grade reduction. Classroom Environment: Play (mp3 players, games on handheld devices, etc), reading non-course related materials, or working on assignments for other classes is distracting. Were all here to learn and people pay a lot of money for their education. Use of Internet devices to take notes & gather information to inform classroom discussion is strongly encouraged. But browsing & social interaction are not so please minimize use during class. If your use of any device becomes disruptive, it will negatively impact your participation grade. Although I may speak with you about this, do not expect a warning prior to reduction nor for the instructor to inform you that your grade has been reduced. If your ringer goes off during class, please turn it off. If you feel the call may be an emergency, please step out of class. Make-up Exams: Make up exams will be offered only once per student with proper documentation (e.g., doctors note) of absence and will be evaluated on a case-by-case basis. Make-up exams will be offered during office hours and must be complete by the end of the same working day the student returns to class. Make up exams will not be offered beyond 2 weeks after it is scheduled on the syllabus. Late assignments: Late means turned in ANYTIME AFTER the end of scheduled class time on the due date. 2 minutes late and 2 hours late are treated equally. Late assignments will be accepted for a 20% reduction in grade (except participation challenges which may be turned in for 50% credit). Late assignments will not be accepted beyond 1 class period late. Students are responsible for remembering to turn in assignments (online for major papers) or in person prior to end of class on the due date. In the rare case that a student is not able to attend class on the date an assignment is due, the student may submit the assignment electronically BEFORE the end of class on the assigned day for full credit. If you are having email/internet issues, you can fax it to the communication department or slide it under Dr. Ks office door. There will be no exceptions to the late assignment policy.

Matthew J. Kushin, PhD | Department of Communication Shepherd University

Course Syllabus .:. 6

Email & Electronic Communication Agreement: I will prioritize & make every effort to respond to communications sent during virtual office hours ASAP. However, for electronic communication occurring outside of established Office Hours: v Students can expect to get a response to an email from me within 48 hours of sending it, often much sooner. If you dont hear from me within 48 hours, send a polite reminder. v If you send me an email or any other electronic communication and I do not respond to it, then I did not receive it. You will always get a response from me if I received something. v Students should not expect responses on weekends or after 6pm. v Email subject lines should include: Class Title & Your name. e.g., Comm 2000 Jane Doe v In case of real emergency needing response ASAP, add [emergency] to subject line. Dont abuse this! Academic Dishonesty. Each student in this course is expected to abide by the Shepherd University Academic Integrity Procedures found in the Shepherd University Student Handbook (http://www.shepherd.edu/students/studenthandbook.pdf). By submitting academic work, students warrant that the work is their own and that unauthorized materials or resources were not used. Plagiarism, fraud, unauthorized use of resourcescheating in all its forms is not tolerated. All members of the Shepherd community are responsible for maintaining their own academic integrity and for reporting suspected academic dishonesty. Plagiarism is the act of stealing and using, as ones own, the ideas of another or the written expression of the ideas of another. Students guilty of academic dishonesty in any course will receive sanction from the course instructor and may face sanctions by the University, particularly if there is a second reported offense. Sanctions may include dismissal from the University. In this course you will fail any assignment you plagiarize on. Additional sanctions may be taken at the discretion of the instructor including but not limited to reporting the incident to the proper university authorities. Disability Support Services: Disability Support Services (DSS) at Shepherd University facilitates equitable access for every student who self-identifies as having one or more disabilities. Students requesting any disability related accommodation should contact the Director of Disability Support Services in Student Center room 124 or at 304- 876-5689. This includes students with disabilities who require academic accommodations, students requesting specific housing accommodations for health-related reasons, and all other disability accommodations. Accommodations must be documented, and accommodation letters from the DSS office must be provided to instructors. For additional information please see http://www.shepherd.edu/mcssweb/dss/default.html .