The document summarizes topics from a class on social media practices and analysis, including: - Presentations on understanding and using different social media platforms and their utility for PR. - Discussion of Twitter in the context of communication innovation and interconnectedness. - Theories about how the medium of Twitter is interconnected with social aspects. - Ethics concepts in social media from Stanford professor Shannon Vallor. - Analytics tools for measuring social media return on investment and engagement. - Assignments for the next class, including discussion questions and readings.

1. Class 4-5, COM 540
PR Topics: Social Media
Practices and Analysis
Sept. 19, 2013

2. Step-By-Step
presentations
Takeaways:
• How easy is this platform
to immediately
understand and use?
• What do we think of this
platform‟s utility in PR?

3. Step-By-Step
presentations
• Did going through the
step-by-step process help
your understanding of this
platform?
• Did sharing presentations
help in others‟
understanding?

4. Murthy 2
• Twitter in context
• Part of a long line of
communication innovation
• McLuhan‟s „global village‟
• Interconnectedness and
awareness of others

5. Murthy 3
• Theorizing Twitter
• The medium is not
divorced from the social
• “Event Society”
• “People are in the world,
and that‟s real” -- Ev

6. Ethics and
ethical concepts
• Vallor, Stanford (2013)

7. Social Media ROI
• http://www.youtube.com/w
atch?v=ypmfs3z8esI
• http://www.youtube.com/w
atch?v=QUCfFcchw1w
Listen, interact, react, “sell”

8. Social ROI
• Kumar, Mirchandani, MIT
Sloan
• Paine, Comm. World

9. Analytics tools
• Google Analytics
• HootSuite
• Klout
• Google Alerts
• TweetDeck
• Paid tools

10. Next class
• No in-person meeting
scheduled
• Discussion questions to
be posted Friday, due
Wednesday
• Selected readings
assigned