COM 600 syllabus spring 2014 final #NewhouseSM6


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COM 600 Social Media Theory & Practice is the graduate social media class that DR4WARD teaches at the S.I. Newhouse School of Public Communications.
Class Hashtag #NewhouseSM6

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COM 600 syllabus spring 2014 final #NewhouseSM6

  1. 1. COM 600 M002 Social Media Theory and Practice Spring 2014 Thursday 2 PM - 4:45 PM Newhouse 2 Rm. 355 Professor: Email: Twitter Office: Phone: Office Hours: Dr. William Ward @dr4ward NH 2, 339 315-443-9245 Mon. & Thurs. Noon – 2 PM or by appointment (Also via G+ Hangouts) Twitter Class Hash tag #NewhouseSM6 _______________________________________________________ Class Description: This course examines the strategic use of digital and social media platforms and tools for public communications and the application of Communication Theory applied to social media research. There is an emphasis on hands-on experience and skill. Students will analyze Communication Theory and how it is applied to new social communications. Students will also analyze various digital and social media platforms and tools for developing professional profiles, creating professional learning networks, creating professional content, engaging and collaborating. Students will learn how to use social media to conduct research, improve job performance, increase communication effectiveness and efficiency, and develop strategies for integrating, evaluating and planning social media to achieve positive results. Students will critically assess social media and research future developments of social media in public communications. Course Objectives: Upon completion of this class students going into public communications should, among other things: Apply traditional Communication Theory to new digital and social Communications research • Understand the culture of professional social engagement and sociallyenabled organizations and professions in public communications • Learn digital literacy and social media etiquette for writing and social media engagement 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+…and many more. • 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 and mostly available for free. You will be able to access course readings and content daily/weekly. Case studies, readings, videos, industry guest speakers, and other course content 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 platforms and 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: In-class Social Media Participation Outside Class Social Media Participation & Klout Score Two Outside Events (NewhouseGLDSM or alternative proposals) Weekly Assignments Final Research & Teaching Presentations Total Grading Scale: 93 – 100% 90 – 92 87 – 89 83 – 86 80 – 82 77 – 79 73 – 76 70 – 72 67 - 69 63 - 66 60 – 62 59 or less Percent of Grade 10% 10% 10% 30% 40% 100% Points 60 60 60 180 240 600 A AB+ B BC+ C CD+ D DEpic Fail Skills: Students will learn by doing. Students will gain hands on experience with new digital tools and social media platforms to understand and evaluate best practices and strategy being used by professionals in public communications today. Classroom Expectations: I enjoy an open and informal classroom atmosphere. You are encouraged to share information and personal experiences, and ask questions during lectures and discussions. The most effective learning takes place during twoway communication. Your classroom participation is encouraged inside and out of the classroom and your grade will reflect your contributions. Digital and Social Media participation is mandatory. 2
  3. 3. Requirements: You will be required to bring your laptop and/or tablet devices to every class. Mobile Smartphone use is also encouraged during class but you will still need to bring your laptop and/or tablet every time. Smartphones do not allow enough editing and viewing capabilities to be sufficient for class purposes. Reminder: Laptop, tablet and mobile devices are to be used for class and professional purposes only during class, not for personal social interactions. In-Class Social Media Participation 60 points (10%): Being present in class and contributing 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 will lower your participation grade. Digital and Social Media participation is mandatory. Attendance at all class meetings is expected in order to assure an even flow of information and a minimum of disruption for both me and the other members of your class. An absence will lower your grade, plus participation points for assignments done in class. Special accommodation will not be made for you if you miss an assignment or a deadline. Late assignments will not be accepted, nor made up without my prior approval. Outside of Class Social Media Engagement - Klout Score 60 points (10%): Klout measures influence based on your ability to drive action on social networks, and how you drive more engaging and relevant professional content for everyone. It is one way that communication industry employers are evaluating your social media experience and potential. You will learn how to use social media like a pro and your influence score will 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 explores innovative digital and social media engagement from around the world. Speakers represent leadership in thought and innovation in their fields. Attending live events and participating with social media back channels in real-time is required. Social communication before and after an event is also required. Note: If students are not able to attend these two events due to schedule conflicts they are welcome to propose attending alternative outside events that emphasize social media 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 regular basis. The weekly “To Do” list includes 20 daily/weekly tasks related to the topic for that week that require class reflection outside of class to demonstrate conceptual understanding and insight. Digital and Social Media participation require application and use of digital and mobile tools and social media platforms for professional purposes. 3
  4. 4. Final Teaching Presentations 240 points (40%): Student will design, implement, and present a multi-media ‘deep dive’ presentation to teach the class on some aspect of the course subject matter. Team teaching will include 20 minute multi-media presentations followed by discussion. Examples of presentation subjects include but are not limited to: Media and Communication Theory applied to social media research question(s), 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 social media in public communications, etc. Instructor approval is required. 4
  5. 5. Class Schedule: The following schedule is for reference only. The dates, other than the final exam date, are approximates. We will make every attempt to stay as close to these target dates as possible. Topics are subject to change. The weekly “To Do” list includes daily/weekly tasks related to the topic for that week that require class reflection outside of class to demonstrate conceptual understanding and insight. Go to to find more in depth information on our class assignments and projects. DATE TOPIC/ASSIGNMENTS Week 1 – January 16: Course Overview Syllabus - COM 600 Social Media Theory and Practice #NewhouseSM6 Readings: UT’s Overview of 90 Communication Theories COM 600 Social Media Theory and Practice #NewhouseSM6 Spring 2014 "To Do" & Reading List - Due Wed. Jan. 22 (Online) Week 2 - January 23: Communication Theory Applied To New Social Media Research Readings: Intro to Communication Theory & Social Media VALSTM, (2009), 2008 Technology ownership and use of survey of college students: highlights, SRI Consulting Business Intelligence, CIBER, (2010), Social media and research flow: A social media report, University College of London, Emerald Group Publishing Ltd, December 14. -media-report.pdf. Cann, A., Dimitriou, K., and Hooley, T. (2011), Social media: A guide for researchers, Research Information Network, 89, February. Precourt, G. et. al. (2012). Journal of Advertising Research special issue: What we know about Social Media, 52(4), New York: The Advertising Research Foundation. COM 600 Social Media Theory and Practice #NewhouseSM6 Spring 2014 "To Do" & Reading List - Due Wed., Jan. 29 (Online) Week 3 - January 30: Introduction to Social Media Strategy & Social Dashboard Readings: Social Media Marketing 5
  6. 6. Chi, H., (2011), Interactive digital advertising vs. Virtual brand community: Exploratory study of user motivation and social media marketing responses in Taiwan, Journal of Interactive Advertising, 12, (1), 2-22. Colliander, J., (2012), Socially acceptable?: Exploring consumer responses to marketing in social media, Stockholm School of Economics, Ineko Publishing, Goteberg, 202 pgs. Nielsen Vizu (2012), Social media advertising: industry update and best practices 2013, The Nielsen Company Publishing 10 pgs. Kelly, L., Kerr, G., & Drennan, J., (2010), Avoidance of advertising in social networking sites: The teenage perspective, Journal of Interactive Advertising, 10, (2), 16-27. COM 600 Social Media Theory and Practice #NewhouseSM6 Spring 2014 "To Do" & Reading List - Due Wed., Feb. 5 (Online) Week 4 – February 6: Social Listening, Collaboration and Engagement Readings: User Uses and Gratifications Gangadharbatla, H., (2008), Facebook me: Collective self-esteem, need to belong, and internet self-efficacy as predictors of the igeneration’s attitudes toward social networking sites, Journal of Interactive Advertising, 8, (2), 1-28. Dunne, Á., Lawlor, M. A., & Rowley, J. (2010). Young people's use of online social networking sites–a uses and gratifications perspective. Journal of Research in Interactive Marketing, 4(1), 46-58. Chen, G. M. (2011). Tweet this: A uses and gratifications perspective on how active Twitter use gratifies a need to connect with others. Computers in Human Behavior, 27(2), 755-762. Williams, L. (2013). "Facbook Ruined My Marriage: Digital Intimacy Interference On Social Networking Sites". SU Master’s Thesis. (Recommended) COM 600 Social Media Theory and Practice #NewhouseSM6 Spring 2014 "To Do" & Reading List - Due Feb. 12 (Online) Guest Speaker: Lynessa Williams, Account Coordinator, @SocialRadius, Digital and Social Media Entrepreneur, Newhouse Alumni Week 5 - February 13: Social Analytics & Measurement Readings: Social Media & ‘Big Data’ Murdough, C., (2009), Social media measurement: It’s not impossible, Journal of Interactive Advertising, 10, (1), 94-00. Manovich, L. (2011). Trending: The promises and the challenges of big social data. Debates in the digital humanities, 460-75. 6
  7. 7. Brown, B., Chui, M., & Manyika, J. (2011). Are you ready for the era of ‘big data’?. McKinsey Quarterly, 4, 24-35. Crawford, K. & boyd, d. (2012). Critical questions for big data: Provocations for a cultural, technological and scholarly phenomenon. Information, Communication & Society, 15(5), 662679. Janna Anderson, J & Rainie, L. (2012, July). The future of big data. Pew Internet & American Life Project. COM 600 Social Media Theory and Practice #NewhouseSM6 Spring 2014 "To Do" & Reading List - Due Wed., Feb. 19 (Online) In-class: COM 600 Social Media Theory and Practice #NewhouseSM6 Spring 2014 Research & Teaching Presentation Week 6 – February 20: Advanced Social Media Tactics Readings: Social Network Theory Borgatti, S. P., & Halgin, D. S. (2011). On network theory. Organization Science, 22(5), 11681181. Merchant, G. (2012). Unravelling the social network: theory and research. Learning, Media and Technology, 37(1), 4-19. Ganley, D., & Lampe, C. (2009). The ties that bind: Social network principles in online communities. Decision Support Systems, 47(3), 266-274. COM 600 Social Media Theory and Practice #NewhouseSM6 Spring 2014 "To Do" & Reading List - Due Wed., Feb. 26 (Online) Week 7 – February 27: Social Influence Readings: Social Influence & Comparison Crandall, D., Cosley, D., Huttenlocher, D., Kleinberg, J., & Suri, S. (2008, August). Feedback effects between similarity and social influence in online communities. In Proceedings of the 14th ACM SIGKDD international conference on Knowledge discovery and data mining, 160-168. Aral, S., & Walker, D. (2012). Identifying influential and susceptible members of social networks. Science, 337(6092), 337-341. Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265-273. Dolan, E. (2013). "Thank you for being a friend: women's self-disclosures and social support on Facebook". SU Master’s Thesis. (Recommended) 7
  8. 8. COM 600 Social Media Theory and Practice #NewhouseSM6 Spring 2014 "To Do" & Reading List - Due Wed., Mar. 5 (Online) Guest Speaker: Emily Dolan, Ph.D. Student at University of Buffalo, NewhouseSU Alumni Week 8 – March 6: Content Creation and Curation Readings: Creating Content: Gatekeeping & Citizen Journalism Goode, L. (2009). Social news, citizen journalism and democracy. New Media & Society, 11(8), 1287-1305. Kang, M. (2010). Measuring social media credibility: A study on a Measure of Blog Credibility. Institute for Public Relations. Waters, R. D., Tindall, N. T., & Morton, T. S. (2010). Media catching and the journalist–public relations practitioner relationship: How social media are changing the practice of media relations. Journal of Public Relations Research, 22(3), 241-264. TRUSTe Whitepaper, (2010), The pros and cons of social media marketing: Surviving and thriving in the era of user generated content, TRUSTe Whitepaper, COM 600 Social Media Theory and Practice #NewhouseSM6 Spring 2014 "To Do" List - Due Wed., Mar. 19 (Online) Week 9 – March 10-16 Spring Break Week 10 – March 20: Social Curation Readings: Creating a Social Identity Ellis, K. (2010). Be who you want to be: The philosophy of Facebook and the construction of identity. Screen Education, (58), 36-41. Zeng, F., Huang, L., & Dou, W., (2009), Social factors in user perceptions of responses to advertising in online social networking communities, Journal of Interactive Advertising, 10, (1), 1-13. Relatedness need satisfaction during social media goal pursuit: The Influence of Online Social Identity and Motivations. (2012). Conference Papers -- International Communication Association, 1-31. Social Media Theory and Practice #NewhouseSM6 Spring 2014 "To Do" & Reading List - Due Wed., Mar. 26 (Online) Week 11 – March 27: New Theories in Social Media Readings: Social Presence, Social Capital & Online Self-presentation 8
  9. 9. Carr, C. T., Vitak, J., & McLaughlin, C. (2013). Strength of social cues in online impression formation: Expanding SIDE research. Communication Research, 40(2), 261-281. d Park, K., Han, S., & Kaid, L. (2013). Does social networking service usage mediate the association between smartphone usage and social capital?. New Media & Society, 15(7), 1077-1093. doi:10.1177/1461444812465927 Rui, J., & Stefanone, M. A. (2013). Strategic image management online. Information, Communication & Society, 16(8), 1286-1305. doi:10.1080/1369118X.2013.763834 Lowenthal, P. R. (2009). Social presence. Encyclopedia of distance and online learning, 2. COM 600 Social Media Theory and Practice #NewhouseSM6 Spring 2014 "To Do" & Reading List - Due Wed., April 2 (Online) Week 12 – April 3: The Future of Social Media Readings: New Technology & Social Future Kilgour, M., & Sasser, S. (2012), The underlying drivers of social media behaviour: An exploratory study into the future of social media, the Global Advances in Business Communication Conference Best Paper Award, June 6-9, Ypsilanti, MI. Chang, H. C. (2010). A new perspective on twitter hashtag use: diffusion of innovation theory. Proceedings of the American Society for Information Science and Technology, 47(1), 14. Leaning, B. (2013, March). The Future of Social Media Marketing According to HubSpot's CMO. Hubspot. COM 600 Social Media Theory and Practice #NewhouseSM6 Spring 2014 "To Do" & Reading List - Due Wed., April 9 (Online) In-class: Research & Teaching Presentation Meetings Week 13 – April 10: Final Research & Teaching Presentations COM 600 Social Media Theory and Practice #NewhouseSM6 Spring 2014 "To Do" & Reading List - Due Wed., April 16 (Online) Week 14 – April 17: Final Research Teaching Presentations COM 600 Social Media Theory and Practice #NewhouseSM6 Spring 2014 "To Do" & Reading List - Due Wed., April 23 (Online) Week 15 – April 24: Review Research & Teaching Presentations Week 16 – Final Exam Week 9
  10. 10. Religious Observances SU’s religious observances policy can be found at SU recognizes the diversity of faiths represented among the campus community and protects the rights of students, 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 work requirements that may be missed due to a religious observance provided they notify the instructor before the end of the second week of classes. Students who plan to observe a religious holiday this term must use the online notification process on myslice. This is only available the first two weeks of classes. Academic Integrity “Syracuse University sets high standards for academic integrity. Those standards are supported and enforced by students, including those who serve as academic integrity hearing panel members and hearing officers. The presumptive sanction for a first offense is course failure, accompanied by the transcript notation “Violation of the Academic Integrity Policy.” The standard sanction for a first offense by graduate students is suspension or expulsion. Students should review the Office of Academic Integrity online resource “Twenty Questions and Answers About the Syracuse University Academic Integrity Policy” and confer with instructors about course-specific citation methods, permitted collaboration (if any), and rules for examinations. The Policy also governs the veracity of signatures on attendance sheets and other verification of participation in class activities. Additional guidance for students can be found in the Office of Academic Integrity resource: ‘What does academic integrity mean?’” Related Links: The Academic Integrity Policy: Twenty Questions and Answers about the Academic Integrity Policy: What does academic integrity mean?: Persons With Disabilities If you believe that you need accommodations for a disability, please contact the Office of Disability Services (ODS),, located at 804 University Avenue, room 309 or call 315 443 4498 for an appointment to discuss your needs and the process for requesting accommodations. ODS is responsible for coordinating disability-related accommodations and will issue students with documented disabilities “Accommodation Authorization Letters,” as appropriate. Since accommodations may require early planning and generally are not provided retroactively, please contact ODS as soon as possible. Our community values diversity and seeks to promote meaningful access to educational opportunities for all students. Syracuse University and the Newhouse faculty are 10
  11. 11. committed to your success and to supporting Section 504 of the Rehabilitation Act of 1973 as amended and the Americans with Disabilities Act (1990). This means that in general 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 academic needs although faculty cannot arrange for disability-related accommodations. Use of Student Work (FERPA) The professor will use academic work that you complete this semester for educational purposes in this course during this semester. Your registration and continued enrollment constitute your permission. The professor will use academic work that you complete this semester in subsequent semesters for educational purposes. Before using your work for that purpose, your professor is required to either get your written permission or render the work anonymous by removing all your personal identification. Use of Social Media constitutes your permission as search engines archive all content created for this class. 11