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Comm 322 Social Media Syllabus

Social media syllabus for a hybrid course.

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Matthew J. Kushin, PhD | Department of Communication
Shepherd University Course Syllabus .:. 1
COMM 322: Social Media
Fall 2021 | 3 Credit Hours | Hybrid Course
Lecture:
 Tuesdays: In person in Knutti L10 G. Masks required per
university policy.
 Thursdays: Online via Zoom @ 1:50-3:05pm
Text: · Social Media Campaigns: Strategies for Public Relations
and Marketing by Carolyn Mae Kim, 2nd
edition (ISBN: 978-
0367896201)
·Optional: Likeable Social Media by Dave Kerpen (ISBN:
978-1260453287)
Simulator: Stukent Mimic Social (Cost: $59). Buy here:
URL REMOVED FOR PUBLIC DISPLAY
· Additional required readings available online
The Shepherd bookstore online tool for finding best price on new, used,
rentals:
Course Documents & Assignments accessible on Brightspace:
https://brightspace.shepherd.edu
For more details about Brightspace, see the info in the course
policies below.
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:
#2: Intellectual & Practical Skills throughout the Curriculum
Learning Outcomes:
▪ 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 an assigned social media certification.
 Complete a semester-long project involving planning, executing, and evaluating social media for a class
client.
 Give professional group presentations.
 Meet deadlines.
 Work effectively in teams to solve problems and complete projects.
 Utilize technology to improve writing and visual communication.
 Develop the key abilities of: critical thinking, creative thinking, problem solving, and analytical abilities,
 Demonstrate the application of these abilities as they relate to the strategic use of new and social
communication technologies for businesses and organizations and individual career advancement.
 Demonstrate the application of these abilities as they relate to paid social media.
Professor: Matthew J. Kushin, PhD
Virtual Office Hours on MS Teams: Monday-
Thursday 9-11am.
All appointments will be virtual.
Book appointment:
We will meet on Zoom every Thursday unless
stated on the schedule.
Please have your cameras on to build community
and help provide nonverbal feedback to each other
Join Zoom Meeting
 Meeting ID: 864 6201 1153
 Password: #zoomlife
Matthew J. Kushin, PhD | Department of Communication
Shepherd University Course Syllabus .:. 2
 Apply these abilities to the strategic applications of social media measurement tools, with a focus on 4 key
intertwined areas:
 Monitoring: Strategies for identifying, cultivating, monitoring, and analyzing information on the social
web.
 Metrics: Strategies for setting goals and what to measure on social media.
 Optimization: Strategic use of optimization strategies to maximize potential exposure to & engagement
with communication content online.
 Content & Engagement: Strategies for creating content targeted towards publics online and encouraging
their engagement with organization.
Assignments
Teamwork Scale +/- to final grade
Hootsuite Social Media Certification (Pass/Late/Fail)
OR Facebook Blueprint (Pass/Late/Fail) 12%
Note: 2% extra credit added to final grade for completing both.
Note: 2% extra credit added to final grade for doing both parts of Hootsuite (required and extra credit)
Social Media Project which is made up of the following: 51%
Social Media Audit Report 7% (14/51)
Strategic Brief & Presentation 12% (23.5/51)
Content #1 & Presentation 8% (15.5/51)
Content #2 & Presentation 11% (21.5/51)
Content #3 & Presentation 13% (25.5/51)
Participation Challenges, Team-Professor Meetings 6%
Stukent Mimic Social Progress Check (Pass/Late/Fail) 3%
Stukent Mimic Social Completion & Reflection 12%
Group Evaluations (2, at 8% each) 16%
Final Grades: Final grades will be determined with the following scale. There is no rounding:
A = 100-90% B = 89.9-80% C= 79.9-70% D= 69.9-60% F =0-59.9%
All assignments due by the start of class on the due date unless specified otherwise.
Matthew J. Kushin, PhD | Department of Communication
Shepherd University Course Syllabus .:. 3
[Wee
k#]
Week
of
Day Topic
Due assignments in bold; assigned in italics; bold / italics
are assigned and completed in class.
Reading Due / “To Dos” Due
[1]
8/23
Tues Intro to Class and Class Project Core Concepts To Do:
If you don’t have professional Twitter OR Instgram
account – you need it by next class. Add your name and
URL to your Twitter or Instgram account to the Wiki on
Sakai.
Create a free account at Hootsuite.com and connect your
Twitter (and optionally Instagram). Here’s how:
https://help.hootsuite.com/hc/en-
us/articles/1260804308109-Add-a-Twitter-account
We will be using keyhole.co (NOT: Keyhole.com) social
media analytics software in this class.
This is industry-leading software! It is important that you
are familiar with the software BEFORE we start using it.
To get acquainted with Keyhole software, please go to:
https://www.youtube.com/c/KeyholeCoSocial/videos
Watch all of the videos except:
- Keyhole: How to Authenticate an Instagram
Business…
- Keyhole: Quick Trends
- Keyhole: Influencer management
- How to Monitor Your Brand using Keyhole
Thurs SU Comm Dept Background Plan Overview;
Form Teams
Group Contracts
Hootsuite Certification
Likeable Social Media – Ch 1 & 2
Kim – Chapter 1
http://bit.ly/FSM_peso
http://bit.ly/FSM_27tips
AFTER THE FIRST WEEK OF CLASS, WE WILL MEET IN PERSON ON TUESDAYS AND ON ZOOM ON THURSDAYS,
UNLESS OTHERWISE NOTED. SEE SPECIAL INSTRUCTIONS HIGHLIGHTED IN THE RIGHT-HAND COLUM BELOW.
[2]
8/30
Tues Audience & Monitoring The Social Web
Challenge 1: Social Media Monitoring Audience (in
class)
Hootsuite Set Up Searches
Likeable Social Media – Ch 3-4
https://www.meltwater.com/uk/blog/boolean-
media-monitoring/
Example: Social Media Audit (on Sakai)
Thurs Social Media Audit
Hootsuite Set Up Searches
Social Media Audit Report
Read Likeable Social Media Ch 10-14
[3] 9/6 Tues Hootsuite Set Up Check In; Social Media Audit
Report Lab
Kim – Chapter 2 – start
Likeable Social Media – Ch 5
Thurs Brands as Media Companies; The Semester
Project; Audience Personas
Strategic Brief & Presentation
Social Media Audit Report
Kim – Chapter 2 – finish
Suggested: Developing Engaging Photos and Videos
– FB Blueprint:
https://www.facebookblueprint.com/student/page
/205517
[4]
9/13
Tues Planning & Content Considerations; Content
Calendars
Kim – Chapter 3 – start
Likeable Social Media – Ch 10-12
Matthew J. Kushin, PhD | Department of Communication
Shepherd University Course Syllabus .:. 4
http://bit.ly/socialmediapostingsched
Thurs Lab Day Dr. K will be available on our class Zoom for
anyone/team wanting help.
Kim – Chapter 3 – finish
[5]
9/20
Tues 1st
half of class: Finalize Strategic Brief
2nd
half of class: Present Proposal
Strategic Brief & Presentation
Thurs Planning Our Halloween Contest; Content 1 Lab
time
SU Comm Content: Time Period 1
Kim – Chapter 4 – start
https://www.forbes.com/sites/tomward/2018/06/
27/brands-are-cracking-down-on-influencers-with-
fake-followers/#177ce0ba51e2
[6]
9/27
Tues Audience & Relationship Management: Digital
Influence; lab time to research influencers
OPTION 1: Hootsuite Certification (and optional
extra credit)
Likeable Social Media – 9, 16
https://www.prweek.com/article/1494047/influen
cers-arent-effective-product-marketing-edelmans-
head-influencer
Thurs Content #1 Lab Day
Facebook Blueprint
Dr. K will be available on our class Zoom for
anyone/team wanting help.
[7]
10/4
Tues Content #1 Presentations & Debrief
SU Comm Content: Time Period 1 & Presentation
Team Evaluation #1 (due by 11:55pm Assignment
on Sakai)
Likeable Social Media, Ch 13
Kim – Chapter 4 – finish
Thurs Social Media Metric Planning & Optimizing
Challenge – Metrics Planning (in class)
SU Comm Content: Period 2
Kim – Chapter 5 - start
Likeable Social Media – Ch 8
Suggested: This article offers a good view of just
how much measurement is an evolving field with
many perspectives:
http://bit.ly/1nL7QvW
[8]
10/11
Tues Optimizing Posting Schedules & Tracking Kim – Chapter 5 – finish
http://nyti.ms/FSM_sentiment
http://bit.ly/435_govtwittersentiment
Thurs Thurs Fall Break – No Class
[9]
10/18
Tues Content 2 Lab Time; Start of metrics data
collection in reporting spreadsheet
Team-Professor Meeting (in class)
Thurs Thurs Content 2 Lab Time; Required Team-Professor
Meetings #2 (debriefing & check-in moving
forward)
Dr. K will be available on our class Zoom for
anyone/team wanting help.
Kim – Chapter 6
[10]
10/25
Tues Content #2 Presentations & Discussion
SU Comm Content: Time Period 2 & Presentation
Thurs Thurs Intro to Social Media Advertising
SU Comm Content: Period 3
Challenge – Facebook Audience Insights
Facebook ads and your (lack of) privacy
Login with your Facebook Blueprint:
https://www.facebook.com/business/ads-guide
[11]
11/1
Tues How Social Advertising Works; Stukent Mimic
Lab Time
Stukent Mimic Social (Parts 1 and 2)
https://www.stukent.com/8-tricks-dominate-
mimic-social-simulation/
Thurs Thurs Split Testing; Marketing Funnell Review
Stukent Social Lab
No lecture today. Attendance optional. Watch this
brief video on tips for targeting your audiences and
split testing Mimic Social:
Matthew J. Kushin, PhD | Department of Communication
Shepherd University Course Syllabus .:. 5
Note: Schedule subject to change; Readings are to be completed by the date listed below. All assignments due by the start of class on the due
date unless specified otherwise.
Final Date & Time: Tuesday, 3pm.
indicates presentation dates. If miss: May complete Optional Assignment (see below) to make up credit.
Resources
Department Social Media @shepcomm Instagram.com/shepcomm shepcommblog.wordpress.com
Dr. Kushin @mjkushin
Equipment Check out: The department owns a number of items that you can check out to help you make more
professional content: URL REMOVED
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.
o Lists I cultivate:
https://www.loom.com/share/c4fd646a92484f159
ca5279b9a5f85b3
Likeable Social Media – Ch 7, 12
Suggested:
https://stukenthelp.zendesk.com/hc/en-
us/articles/360000828474-How-Often-Should-I-
Post-per-Day-on-Mimic-Social-
[12]
11/8
Tues Influencers: Pitching in Mimic Social
Stukent Social Lab
No lecture today. Attendance optional. Watch this
brief video on tips for working with influencers in
Mimic Social:
https://www.loom.com/share/021d134a86fd4caf9
f1ada706b5d676c
Suggested:
https://stukenthelp.zendesk.com/hc/en-
us/articles/360000819653-When-is-the-Best-Time-
to-Post-in-Mimic-Social-
Thurs Thurs Lab Day: Content 3
OPTION 2: Facebook Blueprint
Dr. K will be available on our class Zoom for
anyone/team wanting help.
[13]
11/15
Tues Zoom Guest Speaker Justin’s bio:
https://www.finnpartners.com/about/leadership/j
ustin-buchbinder.html
Thurs Thurs Lab Day: Content 3
Stukent Mimic Social (Part 1)
Dr. K will be available on our class Zoom for
anyone/team wanting help.
[14]
11/22
Tues Thanksgiving Break – No Class
Thurs Thanksgiving Break – No Class
[15]
11/29
Tues Group Lab Day
SU Comm Content: Time SU Comm Content: Period
3 & Presentation
All content for all teams is due today, regardless of
which day you present.
Thurs Content 3 Presentations; High-5 awards; Course
Evaluation
SU Comm Content: Content 3 Presentation
Team Evaluation #2 (due by 11:55pm Assignment
on Sakai)
We will be in person in class today, even though it
is a Thursday.
Matthew J. Kushin, PhD | Department of Communication
Shepherd University Course Syllabus .:. 6
 https://twitter.com/mjkushin/social-media - General Social Media News
 https://twitter.com/mjkushin/shep - Shepherd and local – play your cards right and you
might end up on this list!
 https://twitter.com/mjkushin/strategic - PR, marketing, etc., w/ a bend toward new media.
Preparing for Zoom Video Presentations
Your team will deliver your presentation via Zoom. This is an excellent opportunity for your team to work on your
remote working skills and your virtual presentation skills; skills that are increasingly in demand as remote work
becomes increasingly popular. However, virtual presentations come with some challenges you will need to
consider.
Tips for working with your team:
 In working with your team in this class presentations, it is important that your team sets up times to meet
virtually via video conferencing software to work on this project. If possible and practical, your team can also
meet in person.
 Be up front about your expectations for the group and your goals for team projects.
 Communicate early and often with your team, choosing a preferred method of communication (e.g., email,
chat apps, etc).
 Determine what times everyone in your team is available to meet (virtually or in person) to work on group
projects.
 Practice your virtual presentation several times to get comfortable with presenting virtually.
Please watch Dr. Karen Freberg’s video on providing a Zoom workshop. It offers a number of tips that will help you
prepare. It also provides some great tips for how you can use this experience to bolster your portfolio:
https://youtu.be/fLFPguwpNe8?t=53
Tips for successfully running a video conference presentation:
 Get on the Meeting Early – Everyone in your team should be on the call 5-10 minutes early to do a sound
check and make sure everyone is able to connect.
 Plug into Ethernet (if possible) – If you can, reduce the chances for lag by plugging into your router if possible.
If not possible, do your best to find a good WiFi signal and speed while prioritizing your health.
 Use earphones and find a quiet space (if possible) –This will help reduce background noise and will help you
hear more clearly.
 Use Private Chat to Communicate between Your Team – Use group messaging to communicate among your
team during the presentation if needed.
 Choose a Team Lead – Choose a person in your group to serve as the Team Lead. The Team Lead will run the
slide deck from their computer for your audience and will be responsible for turning the slides into the
professor.
 Share the Slides on the Team Lead’s screen – The Team Lead will load the slides on their desktop and that is
what everyone in the audience will see. Everyone in your group will still be able to talk to the audience – but we
will only see the slides as your Team Lead moves through them.
o First, the person who has the slides loaded will need to share their screen. Here’s how:
https://support.zoom.us/hc/en-us/articles/201362153-Sharing-your-screen
o Next, the person who has the slides loaded will need to pin their screen. Here’s how:
https://support.zoom.us/hc/en-us/articles/201362743-Pin-Video
Course Policies
Brightspace Learning Management System (URL: brightspace.shepherd.edu)
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Comm 322 Social Media Syllabus

  • 1. Matthew J. Kushin, PhD | Department of Communication Shepherd University Course Syllabus .:. 1 COMM 322: Social Media Fall 2021 | 3 Credit Hours | Hybrid Course Lecture:  Tuesdays: In person in Knutti L10 G. Masks required per university policy.  Thursdays: Online via Zoom @ 1:50-3:05pm Text: · Social Media Campaigns: Strategies for Public Relations and Marketing by Carolyn Mae Kim, 2nd edition (ISBN: 978- 0367896201) ·Optional: Likeable Social Media by Dave Kerpen (ISBN: 978-1260453287) Simulator: Stukent Mimic Social (Cost: $59). Buy here: URL REMOVED FOR PUBLIC DISPLAY · Additional required readings available online The Shepherd bookstore online tool for finding best price on new, used, rentals: Course Documents & Assignments accessible on Brightspace: https://brightspace.shepherd.edu For more details about Brightspace, see the info in the course policies below. 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: #2: Intellectual & Practical Skills throughout the Curriculum Learning Outcomes: ▪ 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 an assigned social media certification.  Complete a semester-long project involving planning, executing, and evaluating social media for a class client.  Give professional group presentations.  Meet deadlines.  Work effectively in teams to solve problems and complete projects.  Utilize technology to improve writing and visual communication.  Develop the key abilities of: critical thinking, creative thinking, problem solving, and analytical abilities,  Demonstrate the application of these abilities as they relate to the strategic use of new and social communication technologies for businesses and organizations and individual career advancement.  Demonstrate the application of these abilities as they relate to paid social media. Professor: Matthew J. Kushin, PhD Virtual Office Hours on MS Teams: Monday- Thursday 9-11am. All appointments will be virtual. Book appointment: We will meet on Zoom every Thursday unless stated on the schedule. Please have your cameras on to build community and help provide nonverbal feedback to each other Join Zoom Meeting  Meeting ID: 864 6201 1153  Password: #zoomlife
  • 2. Matthew J. Kushin, PhD | Department of Communication Shepherd University Course Syllabus .:. 2  Apply these abilities to the strategic applications of social media measurement tools, with a focus on 4 key intertwined areas:  Monitoring: Strategies for identifying, cultivating, monitoring, and analyzing information on the social web.  Metrics: Strategies for setting goals and what to measure on social media.  Optimization: Strategic use of optimization strategies to maximize potential exposure to & engagement with communication content online.  Content & Engagement: Strategies for creating content targeted towards publics online and encouraging their engagement with organization. Assignments Teamwork Scale +/- to final grade Hootsuite Social Media Certification (Pass/Late/Fail) OR Facebook Blueprint (Pass/Late/Fail) 12% Note: 2% extra credit added to final grade for completing both. Note: 2% extra credit added to final grade for doing both parts of Hootsuite (required and extra credit) Social Media Project which is made up of the following: 51% Social Media Audit Report 7% (14/51) Strategic Brief & Presentation 12% (23.5/51) Content #1 & Presentation 8% (15.5/51) Content #2 & Presentation 11% (21.5/51) Content #3 & Presentation 13% (25.5/51) Participation Challenges, Team-Professor Meetings 6% Stukent Mimic Social Progress Check (Pass/Late/Fail) 3% Stukent Mimic Social Completion & Reflection 12% Group Evaluations (2, at 8% each) 16% Final Grades: Final grades will be determined with the following scale. There is no rounding: A = 100-90% B = 89.9-80% C= 79.9-70% D= 69.9-60% F =0-59.9% All assignments due by the start of class on the due date unless specified otherwise.
  • 3. Matthew J. Kushin, PhD | Department of Communication Shepherd University Course Syllabus .:. 3 [Wee k#] Week of Day Topic Due assignments in bold; assigned in italics; bold / italics are assigned and completed in class. Reading Due / “To Dos” Due [1] 8/23 Tues Intro to Class and Class Project Core Concepts To Do: If you don’t have professional Twitter OR Instgram account – you need it by next class. Add your name and URL to your Twitter or Instgram account to the Wiki on Sakai. Create a free account at Hootsuite.com and connect your Twitter (and optionally Instagram). Here’s how: https://help.hootsuite.com/hc/en- us/articles/1260804308109-Add-a-Twitter-account We will be using keyhole.co (NOT: Keyhole.com) social media analytics software in this class. This is industry-leading software! It is important that you are familiar with the software BEFORE we start using it. To get acquainted with Keyhole software, please go to: https://www.youtube.com/c/KeyholeCoSocial/videos Watch all of the videos except: - Keyhole: How to Authenticate an Instagram Business… - Keyhole: Quick Trends - Keyhole: Influencer management - How to Monitor Your Brand using Keyhole Thurs SU Comm Dept Background Plan Overview; Form Teams Group Contracts Hootsuite Certification Likeable Social Media – Ch 1 & 2 Kim – Chapter 1 http://bit.ly/FSM_peso http://bit.ly/FSM_27tips AFTER THE FIRST WEEK OF CLASS, WE WILL MEET IN PERSON ON TUESDAYS AND ON ZOOM ON THURSDAYS, UNLESS OTHERWISE NOTED. SEE SPECIAL INSTRUCTIONS HIGHLIGHTED IN THE RIGHT-HAND COLUM BELOW. [2] 8/30 Tues Audience & Monitoring The Social Web Challenge 1: Social Media Monitoring Audience (in class) Hootsuite Set Up Searches Likeable Social Media – Ch 3-4 https://www.meltwater.com/uk/blog/boolean- media-monitoring/ Example: Social Media Audit (on Sakai) Thurs Social Media Audit Hootsuite Set Up Searches Social Media Audit Report Read Likeable Social Media Ch 10-14 [3] 9/6 Tues Hootsuite Set Up Check In; Social Media Audit Report Lab Kim – Chapter 2 – start Likeable Social Media – Ch 5 Thurs Brands as Media Companies; The Semester Project; Audience Personas Strategic Brief & Presentation Social Media Audit Report Kim – Chapter 2 – finish Suggested: Developing Engaging Photos and Videos – FB Blueprint: https://www.facebookblueprint.com/student/page /205517 [4] 9/13 Tues Planning & Content Considerations; Content Calendars Kim – Chapter 3 – start Likeable Social Media – Ch 10-12
  • 4. Matthew J. Kushin, PhD | Department of Communication Shepherd University Course Syllabus .:. 4 http://bit.ly/socialmediapostingsched Thurs Lab Day Dr. K will be available on our class Zoom for anyone/team wanting help. Kim – Chapter 3 – finish [5] 9/20 Tues 1st half of class: Finalize Strategic Brief 2nd half of class: Present Proposal Strategic Brief & Presentation Thurs Planning Our Halloween Contest; Content 1 Lab time SU Comm Content: Time Period 1 Kim – Chapter 4 – start https://www.forbes.com/sites/tomward/2018/06/ 27/brands-are-cracking-down-on-influencers-with- fake-followers/#177ce0ba51e2 [6] 9/27 Tues Audience & Relationship Management: Digital Influence; lab time to research influencers OPTION 1: Hootsuite Certification (and optional extra credit) Likeable Social Media – 9, 16 https://www.prweek.com/article/1494047/influen cers-arent-effective-product-marketing-edelmans- head-influencer Thurs Content #1 Lab Day Facebook Blueprint Dr. K will be available on our class Zoom for anyone/team wanting help. [7] 10/4 Tues Content #1 Presentations & Debrief SU Comm Content: Time Period 1 & Presentation Team Evaluation #1 (due by 11:55pm Assignment on Sakai) Likeable Social Media, Ch 13 Kim – Chapter 4 – finish Thurs Social Media Metric Planning & Optimizing Challenge – Metrics Planning (in class) SU Comm Content: Period 2 Kim – Chapter 5 - start Likeable Social Media – Ch 8 Suggested: This article offers a good view of just how much measurement is an evolving field with many perspectives: http://bit.ly/1nL7QvW [8] 10/11 Tues Optimizing Posting Schedules & Tracking Kim – Chapter 5 – finish http://nyti.ms/FSM_sentiment http://bit.ly/435_govtwittersentiment Thurs Thurs Fall Break – No Class [9] 10/18 Tues Content 2 Lab Time; Start of metrics data collection in reporting spreadsheet Team-Professor Meeting (in class) Thurs Thurs Content 2 Lab Time; Required Team-Professor Meetings #2 (debriefing & check-in moving forward) Dr. K will be available on our class Zoom for anyone/team wanting help. Kim – Chapter 6 [10] 10/25 Tues Content #2 Presentations & Discussion SU Comm Content: Time Period 2 & Presentation Thurs Thurs Intro to Social Media Advertising SU Comm Content: Period 3 Challenge – Facebook Audience Insights Facebook ads and your (lack of) privacy Login with your Facebook Blueprint: https://www.facebook.com/business/ads-guide [11] 11/1 Tues How Social Advertising Works; Stukent Mimic Lab Time Stukent Mimic Social (Parts 1 and 2) https://www.stukent.com/8-tricks-dominate- mimic-social-simulation/ Thurs Thurs Split Testing; Marketing Funnell Review Stukent Social Lab No lecture today. Attendance optional. Watch this brief video on tips for targeting your audiences and split testing Mimic Social:
  • 5. Matthew J. Kushin, PhD | Department of Communication Shepherd University Course Syllabus .:. 5 Note: Schedule subject to change; Readings are to be completed by the date listed below. All assignments due by the start of class on the due date unless specified otherwise. Final Date & Time: Tuesday, 3pm. indicates presentation dates. If miss: May complete Optional Assignment (see below) to make up credit. Resources Department Social Media @shepcomm Instagram.com/shepcomm shepcommblog.wordpress.com Dr. Kushin @mjkushin Equipment Check out: The department owns a number of items that you can check out to help you make more professional content: URL REMOVED 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. o Lists I cultivate: https://www.loom.com/share/c4fd646a92484f159 ca5279b9a5f85b3 Likeable Social Media – Ch 7, 12 Suggested: https://stukenthelp.zendesk.com/hc/en- us/articles/360000828474-How-Often-Should-I- Post-per-Day-on-Mimic-Social- [12] 11/8 Tues Influencers: Pitching in Mimic Social Stukent Social Lab No lecture today. Attendance optional. Watch this brief video on tips for working with influencers in Mimic Social: https://www.loom.com/share/021d134a86fd4caf9 f1ada706b5d676c Suggested: https://stukenthelp.zendesk.com/hc/en- us/articles/360000819653-When-is-the-Best-Time- to-Post-in-Mimic-Social- Thurs Thurs Lab Day: Content 3 OPTION 2: Facebook Blueprint Dr. K will be available on our class Zoom for anyone/team wanting help. [13] 11/15 Tues Zoom Guest Speaker Justin’s bio: https://www.finnpartners.com/about/leadership/j ustin-buchbinder.html Thurs Thurs Lab Day: Content 3 Stukent Mimic Social (Part 1) Dr. K will be available on our class Zoom for anyone/team wanting help. [14] 11/22 Tues Thanksgiving Break – No Class Thurs Thanksgiving Break – No Class [15] 11/29 Tues Group Lab Day SU Comm Content: Time SU Comm Content: Period 3 & Presentation All content for all teams is due today, regardless of which day you present. Thurs Content 3 Presentations; High-5 awards; Course Evaluation SU Comm Content: Content 3 Presentation Team Evaluation #2 (due by 11:55pm Assignment on Sakai) We will be in person in class today, even though it is a Thursday.
  • 6. Matthew J. Kushin, PhD | Department of Communication Shepherd University Course Syllabus .:. 6  https://twitter.com/mjkushin/social-media - General Social Media News  https://twitter.com/mjkushin/shep - Shepherd and local – play your cards right and you might end up on this list!  https://twitter.com/mjkushin/strategic - PR, marketing, etc., w/ a bend toward new media. Preparing for Zoom Video Presentations Your team will deliver your presentation via Zoom. This is an excellent opportunity for your team to work on your remote working skills and your virtual presentation skills; skills that are increasingly in demand as remote work becomes increasingly popular. However, virtual presentations come with some challenges you will need to consider. Tips for working with your team:  In working with your team in this class presentations, it is important that your team sets up times to meet virtually via video conferencing software to work on this project. If possible and practical, your team can also meet in person.  Be up front about your expectations for the group and your goals for team projects.  Communicate early and often with your team, choosing a preferred method of communication (e.g., email, chat apps, etc).  Determine what times everyone in your team is available to meet (virtually or in person) to work on group projects.  Practice your virtual presentation several times to get comfortable with presenting virtually. Please watch Dr. Karen Freberg’s video on providing a Zoom workshop. It offers a number of tips that will help you prepare. It also provides some great tips for how you can use this experience to bolster your portfolio: https://youtu.be/fLFPguwpNe8?t=53 Tips for successfully running a video conference presentation:  Get on the Meeting Early – Everyone in your team should be on the call 5-10 minutes early to do a sound check and make sure everyone is able to connect.  Plug into Ethernet (if possible) – If you can, reduce the chances for lag by plugging into your router if possible. If not possible, do your best to find a good WiFi signal and speed while prioritizing your health.  Use earphones and find a quiet space (if possible) –This will help reduce background noise and will help you hear more clearly.  Use Private Chat to Communicate between Your Team – Use group messaging to communicate among your team during the presentation if needed.  Choose a Team Lead – Choose a person in your group to serve as the Team Lead. The Team Lead will run the slide deck from their computer for your audience and will be responsible for turning the slides into the professor.  Share the Slides on the Team Lead’s screen – The Team Lead will load the slides on their desktop and that is what everyone in the audience will see. Everyone in your group will still be able to talk to the audience – but we will only see the slides as your Team Lead moves through them. o First, the person who has the slides loaded will need to share their screen. Here’s how: https://support.zoom.us/hc/en-us/articles/201362153-Sharing-your-screen o Next, the person who has the slides loaded will need to pin their screen. Here’s how: https://support.zoom.us/hc/en-us/articles/201362743-Pin-Video Course Policies Brightspace Learning Management System (URL: brightspace.shepherd.edu)
  • 7. Matthew J. Kushin, PhD | Department of Communication Shepherd University Course Syllabus .:. 7 This class uses the Brightspace Learning Management System. You will be able to access the course modules, assignments, quizzes and tests, and your grades from this platform. To access Brightspace, go to brightspace.shepherd.edu and login with your full Shepherd email address and password. To find this course, look for the nine-dot waffle course selector in the menu located at the top right of your screen and click on the name of our class to open. To learn more about Brightspace and how to use it, visit the student Brightspace information page and check out the Brightspace video tutorial playlist on YouTube. Don't forget to download the Brightspace PULSE app from the app store of your choice. Note: Brightspace will be replacing Sakai in the Spring of 2022, so you may be using both platforms until this date to access your online courses or course materials. 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 student’s contribution to a productive, inclusive and respectful educational environment for the professor and fellow students. You will note an assignment on Sakai that reads “Classroom Citizenship” – This is there as a reminder that part of your participation grade comes from your citizenship. Your entire participation grade can be wiped out for excessive tardiness, lack of participation in discussion, distracting device use, and lack of a contribution to a productive, inclusive and respectful educational environment. Do not expect any warnings. Teamwork Scale and its Impact On Your Class Grade: Teamwork is vital to the success of this class. In addition to peer evaluations, I will evaluate your behavior in your group. This is based on your displayed work and citizenship to your team as observed by the professor. You are an adult. The professor will not waste time lecturing you. It will simply be recorded by the professor and may be communicated to you on your grade on Sakai. Active engagement in team discussions and group work, completing all assigned tasks promptly, and being communicative with teammates is expected from everyone. If you meet this standard, your grade in this class will not be impacted. Deviations above or below this expectation carries one into “Rockstar” or “The Bane” realms, resulting in bonuses or deductions to your final grade.  Rockstar-like behaviors boost your final grade in this course. They include things such as taking on leadership and significant extra work in the group - which can be displayed in various forms.  Deductions stem from “The Bane” behaviors, which are a blight to your group’s success, such as: Tardy to class on several occasions without excused absence; Missing more than 2 classes unexcused; Missing group meetings; Using phone or computer unrelated to class project during team time; Not taking an active role / general disengagement from team discussions or activities. Where can I find how I’m fairing? You likely know if you’re being a rockstar or the bane. But, any comments the professor shares will be listed on “Teamwork” assignment on Sakai. Any positive or negative impact on your grade will be reflected in the final grade reported at the end of the semester. Attendance, Being On Time, & Leaving Early: Department Attendance policy: 2 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.
  • 8. Matthew J. Kushin, PhD | Department of Communication Shepherd University Course Syllabus .:. 8 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 (smartphones, games on handheld devices, etc.), reading non-course related materials, or working on assignments for other classes is distracting. We’re 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., doctor’s 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 [unless university-approved absence or family emergency]). 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. K’s office door. There will be no exceptions to the late assignment policy. 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:  Students can expect to get a response to an email from me within 48 hours of sending it, often much sooner. If you don’t hear from me within 48 hours, send a polite reminder.  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.  Students should not expect responses on weekends or after 6pm.  Email subject lines should include: Class Title & Your name. e.g., “Comm 2000 – Jane Doe”  In case of real emergency needing response ASAP, add “[emergency]” to subject line. Don’t 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 resources–cheating 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 one’s 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
  • 9. Matthew J. Kushin, PhD | Department of Communication Shepherd University Course Syllabus .:. 9 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. Tutoring: FREE TUTORING! ANY COURSE! Take advantage of a free personal trainer for the mind. Contact the Academic Support Center in 103 Library: http://www.shepherd.edu/academic-support/; 876-5221; 8:00 am–4:30 pm. Publication: The department of communication has the right to record, file, broadcast, webcast and publish, through any means necessary, any or all other means of distributing student production work in perpetuity. COMM maintains an archive of material that we may webcast, broadcast, show in theaters and use for the promotion of the department and its students. Any monetary gain made by the department will be used only for the development of the program, and student wellbeing. The students who produce the work also maintain the rights to use their work as they see fit, and are liable for that usage. Accessibility Support Services: The Office of Accessibility Services at Shepherd University believes that, "the first step to success is access." Accessibility Services is committed to working closely with individuals with exceptionalities to meet their academic and housing needs. Students requesting any disability related accommodation should contact the Office of Accessibility Services at 304-876-5122. This includes, but is not limited to, students with visual or hearing impairments, students with diagnosed disabilities that affect their learning and in need of academic accommodations, and students requesting specific housing accommodations for health-related reasons. Students must be registered with the Office of Accessibility Services and present their certified accommodation letter to each of their instructors as early in the semester as possible prior to using any granted academic accommodation. For more information, please visit https://www.shepherd.edu/accessibility