COM 400 Syllabus Spring 2013 - Social Media U Need 2 Know a.k.a. Social Media for Public Communicators


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COM 400 Social Media U Need 2 Know a.k.a. Social Media for Public Communicators is the Social Media Class in the S.I. Newhouse School of Public Communications at Syracuse University taught by DR4WARD

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COM 400 Syllabus Spring 2013 - Social Media U Need 2 Know a.k.a. Social Media for Public Communicators

  1. 1. COM 400 M001Social Media U Need 2 Know a.k.a Social Media for Public Communicators Spring 2013 Monday & Wednesday 2:15 - 3:35 pm Newhouse 1 Rm. 102Professor: Dr. William Ward I.A.:AdelynBiedenbachEmail: email:albieden@syr.eduTwitter @dr4ward Twitter: @adelynleeOffice: NH 2, 339 Office: NH1, 115Phone: 315-443-9245 315-443-6185Office Hours: Wed. Noon – 2 PM Mon. & Wed. 1 – 2:15 PM Thur. Noon – 2 PM or by appointment (Also via G+ Hangouts) Twitter Class Hash tag #NewhouseSM4_______________________________________________________Class Description: This course examines the strategic use of digital and social mediaplatforms and tools for public communications. There is an emphasis on hands-onexperience and skill. Students will analyze various digital and social media platformsand tools for developing professional profiles, creating professional learning networks,creating professional content, engaging and collaborating.Students will learn how to usesocial media to conduct research, improve job performance, increasecommunicationeffectiveness and efficiency, and develop strategies for integrating,evaluating and planning social media to achieve positive results. Students will criticallyassess social media and research future developments of social media inpubliccommunications.Course Objectives: Upon completion of this class students going into publiccommunications should, among other things: Understand the culture of professional social engagement and socially- enabled organizations and professions in public communications Learn digital literacy and social media etiquette for writing and social mediaengagement with a variety of social media platforms and tools Develop team building and collaborations skills through the professional use and integration of multiple social networks like Twitter, Facebook, LinkedIn, and Google+. Gain insight through hands-on technical experience with professional social sharing, listening, monitoring, and analytics using Hootsuite Pro and other digital tools. Students will also receive Hootsuite Certification, an industry-leading standard. Evaluate internal and external social media strategy and integration from an interdisciplinary perspective across multiple departments and industries in public communications 1
  2. 2. Text:Course readings and content will be delivered entirely digital and online andmostly available for free. You will be able to access course readings and contentdaily/weekly. Case studies, readings, videos, industry guest speakers, and other coursecontent will be delivered using numerous Digital and Social Media platforms and tools.You will be accessing the course content with many Social Media and Digital platformsand tools and will be learning how to use them professionally.Social Media and Digital Platforms including RSS feeds, blogs, LinkedIn, Twitter, Google / G+,Facebook, Pinterest … and many more.Grade Determination: Your final grade will be based upon the following:Percent of Grade PointsIn-class Social Media Participation 10% 60Outside Class Social Media Participation&Klout Score10% 60Two Outside Events 10% 60(NewhouseGLDSM or alternative proposals)Weekly Assignments30%180Final Team Teaching Presentations40%240Total 100% 600Grading Scale: 93 – 100% A 90 – 92 A- 87 – 89 B+ 83 – 86 B 80 – 82B- 77 – 79 C+ 73 – 76 C 70 – 72 C- 67 - 69 D+63 - 66 D 60 – 62 D- 59 or less Epic FailSkills: Students will learn by doing. Students will gain hands on experience with newdigital tools and social media platforms to understand and evaluate best practices andstrategy being used by professionals in public communications today.Classroom Expectations: I enjoy an open and informal classroom atmosphere. Youare encouraged to share information and personal experiences, and ask questions 2
  3. 3. during lectures and discussions. The most effective learning takes place during two-way communication. Your classroom participation is encouraged inside and out of theclassroom and your grade will reflect your contributions. Digital and Social Mediaparticipation is mandatory.Requirements: You will be required to bring your laptop and/or tablet devices toevery class. Mobile Smartphone use is also encouraged during class but you will stillneed to bring your laptop and/or tablet every time. Smartphones do not allow enoughediting and viewing capabilities to be sufficient for class purposes.Reminder: Laptop, tablet and mobile devices are to be used for class and professionalpurposes only during class, not for personal social interactions.In-Class Social Media Participation 60 points (10%): Being present in class andcontributing to class discussions face-to-face and online will result in a higher grade.Failure to participate in class activities and repeatedly arriving late or being absent willlower your participation grade. Digital and Social Media participation is mandatory.Attendance at all class meetings is expected in order to assure an even flow ofinformation and a minimum of disruption for both me and the other members of yourclass. An absence will lower your grade, plus participation points for assignments donein class. Special accommodationwill not be made for you if you miss an assignment or adeadline. Late assignments will not be accepted, nor made up without my priorapproval.Outside of Class Social Media Engagement - Klout Score 60 points (10%): Kloutmeasures influence based on your ability to drive action on social networks, and howyou drive more engaging and relevant professional content for everyone. It is one waythat communication industry employers are evaluating your social media experienceand potential. You will learn how to use social media like a pro and your influence scorewill improve on professional topics of interest throughout the semester.Two Outside Events (NewhouseGLDSM or alternative proposals)60 points (10%):The Newhouse Global Leaders In Digital and Social Media Speaker series exploresinnovative digital and social media engagement from around the world. Speakersrepresent leadership in thought and innovation in their fields. Attending live events andparticipating with social media back channels in real-time is required. Socialcommunication before and after an event is also required.Note: If students are not able to attend these two events due to schedule conflicts theyare welcome to propose attending alternative outside events that emphasize socialmedia leadership and innovation.Weekly Assignments – “To Do” List 180 points (30%): Students learn by doing.Learning does not take place once a week during class but on a frequent and regularbasis. The weekly “To Do” list includes 20 daily/weekly tasks related to the topic for that 3
  4. 4. week that require class reflection outside of class to demonstrate conceptualunderstanding and insight. Digital and Social Media participation require application anduse of digital and mobile tools and social media platforms for professional purposes.Final Team Teaching Presentations 240 points (40%): Student teams will design,implement, and present a multi-media „deep dive‟ presentation to teach the class onsome aspect of the course subject matter. Team teaching will include 15 minute multi-media presentations followed by discussion. Examples of presentation subjects includebut are not limited to: case study of a media organization‟s social media best practice,an in-depth analysis of a particular digital tool or social media platform, a look at socialmedia in public communications, etc. Instructor approval is required. 4
  5. 5. Class Schedule: The following schedule is for reference only. The dates, other thanthe final exam date, are approximates. We will make every attempt to stay as close tothese target dates as possible. Topics are subject to change.The weekly “To Do” list includes 20 daily/weekly tasks related to the topic for thatweek that require class reflection outside of class to demonstrate conceptualunderstanding and insight.Go tohttp://www.dr4ward.comto find more in depth information on our classassignments and projects.DATE TOPIC/READING ASSIGNMENTWeek 1– January 14: Introduction to Social Media Strategy & Social DashboardSyllabus - COM 400 Social Media U Need 2 Know #NewhouseSM4Social Media U Need 2 Know #NewhouseSM4 Spring 2013 "To Do" List - Due Sun.,Jan. 20Week 2– January 21: Social ListeningSocial Media U Need 2 Know #NewhouseSM4 Spring 2013 "To Do" List - Due Sun.,Jan. 27Week 3 – January 28: Social EngagementSocial Media U Need 2 Know #NewhouseSM4 Spring 2013 "To Do" List - Due Sun.,Feb. 3Week 4 – February 4: Social CollaborationSocial Media U Need 2 Know #NewhouseSM4 Spring 2013 "To Do" List - Due Sun.,Feb. 10Personal Branding, Blogs & Social Media DashboardsWeek 5– February 11: Social Analytics & MeasurementSocial Media U Need 2 Know #NewhouseSM4 Spring 2013 "To Do" List - Due Sun.,Feb. 17Week 6 – February 18: Advanced Social Media TacticsSocial Media U Need 2 Know #NewhouseSM4 Spring 2013 "To Do" List - Due Sun.,Feb. 24 5
  6. 6. DATE TOPIC/READING ASSIGNMENT (cont.)Week 7 – February 25: Social IntegrationSocial Media U Need 2 Know #NewhouseSM4 Spring 2013 "To Do" List - Due Sun.,Mar. 3Week 8 - March 4: Content CreationSocial Media U Need 2 Know #NewhouseSM4 Spring 2013 "To Do" List - Due Sun.,Mar. 10Week 9 – Spring Break March 11 – March 17, 2013Week 10– March 18: Social CurationSocial Media U Need 2 Know #NewhouseSM4 Spring 2013 "To Do" List - Due Sun.,Mar. 24Week 11 – March 25: Team MeetingsWeek 12–April 1: Team MeetingsWeek 13 – April 8: Final Team Teaching PresentationsFinal Team Teaching Presentations - Mon., April 8Final Team Teaching Presentations - Wed., April10Week 14 – April: 15 Final Team Teaching PresentationsFinal Team Teaching Presentations – Mon. April 15Final Team Teaching Presentations – Wed. April 17Week 15 – April 22Final Team Teaching PresentationsFinal Team Teaching Presentations – Mon. April 22Review Team Teaching Presentations – Wed. April 24Week 16 – Final Exam Week 6
  7. 7. Religious ObservancesSU‟s religious observances policy can be found at SU recognizes thediversity of faiths represented among the campus community and protects the rights ofstudents, faculty and staff to observe religious holy days according to their tradition.Students will be provided an opportunity to make up any examination, study or workrequirements that may be missed due to a religious observance provided they notify theinstructor before the end of the second week of classes. Students who plan to observea religious holiday this term must use the online notification process on myslice. This isonly available the first two weeks of classes.Academic Integrity“Syracuse University sets high standards for academic integrity. Those standards aresupported and enforced by students, including those who serve as academic integrityhearing panel members and hearing officers. The presumptive sanction for a firstoffense is course failure, accompanied by the transcript notation “Violation of theAcademic Integrity Policy.” The standard sanction for a first offense by graduatestudents is suspension or expulsion. Students should review the Office of AcademicIntegrity online resource “Twenty Questions and Answers About the SyracuseUniversity Academic Integrity Policy” and confer with instructors about course-specificcitation methods, permitted collaboration (if any), and rules for examinations. The Policyalso governs the veracity of signatures on attendance sheets and other verification ofparticipation in class activities. Additional guidance for students can be found in theOffice of Academic Integrity resource: „What does academic integrity mean?‟”Related Links:The Academic Integrity Policy: Questions and Answers about the Academic IntegrityPolicy: does academic integrity mean?: With DisabilitiesIf you believe that you need accommodations for a disability, please contact the Officeof Disability Services (ODS),, located at 804 UniversityAvenue, room 309 or call 315 443 4498 for an appointment to discuss your needs andthe process for requesting accommodations. ODS is responsible for coordinatingdisability-related accommodations and will issue students with documented disabilities“Accommodation Authorization Letters,” as appropriate. Since accommodations mayrequire early planning and generally are not provided retroactively, please contact ODSas soon as possible. 7
  8. 8. Our community values diversity and seeks to promote meaningful access to educationalopportunities for all students. Syracuse University and the Newhouse faculty arecommitted to your success and to supporting Section 504 of the Rehabilitation Act of1973 as amended and the Americans with Disabilities Act (1990). This means that ingeneral no individual who is otherwise qualified shall be excluded from participation in,be denied benefits of, or be subjected to discrimination under any program or activity,solely by reason of having a disability.You are also welcome to contact your professor privately to discuss your academicneeds although faculty cannot arrange for disability-relatedaccommodations.Use of Student Work (FERPA)The professor will use academic work that you complete this semester for educationalpurposes in this course during this semester. Your registration and continued enrollmentconstitute your permission.The professor will use academic work that you complete thissemester in subsequent semesters for educational purposes. Before using your work forthat purpose, your professor is required to either get your written permission or renderthe work anonymous by removing all your personal identification. Use of Social Mediaconstitutes your permission as search engines archive all content created for this class. 8