MCOM 241 Social Media Marketing Fall 2017
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1 MCOM 241 Social Media Marketing Fall 2017 Instructor: Travis Loof Office: 151-D Office Hours: Class#: #241SU2018 Course Description: This course provides a solid introduction to fundamental concepts in social media and best practices in online community building. Students will gain an understanding of using social media to create meaningful relationships with customers, clients, and colleagues. This course focuses on digital, mobile, and social media and how tools associated with these new and emerging media can best be used in the practice. The course considers how digital media fit within the larger media context, while also providing an overview of the major and emerging tools associated with social media and mobile media. Particular attention will be devoted to understanding both strategic and tactical implications of digital media within a public relations campaign or comprehensive strategic communications program. In this course you will study, dissect, analyze and conceive ideas that emphasize social media, digital platforms, user experience, mobile apps and search advertising to understand how brands connect with consumers in the new age of participation. By the end of the semester you should have a broader definition of creative and some experience in generating ideas that take into consideration consumer participation, the role of influencers, the value of utility, and the importance of a brand s overall user experience and content. Method of Instruction: Page 1 of 16 IMPORTANT: This syllabus is your contract with the instructor for the course. Please read it carefully and ask questions if anything is unclear. Course participation and signature of syllabus acknowledgement form signifies your acceptance of this contract. Any changes or updates to the syllabus will be announced in class and via D2L.
2 A significant component of this course focuses on hands-on learning using social media tools and the execution of projects throughout the semester. The class sessions include both in-class activities and discussion. Guest speakers may be scheduled. Guest speakers are tentative and will be confirmed pending availability. Please watch for schedule changes. Your participation is essential and required, with class participation factored into your final grade. The quality of your participation in class discussions, and activities will affect your grade; therefore, attendance and active participation are crucial. All students are expected to have carefully read the assigned material for each class and come ready to participate in the discussion sessions and other activities. LEARNING OUTCOMES: Students will be able to explain the role and impact of digital media within traditional and emerging media contexts. Students will be able to identify various digital media tools and to understand the advantages and disadvantages of each within the context of public relations initiatives. Students will understand strategic and tactical implications of digital media as a tool for public relations practitioners. Students will be able to measure the impact of digital media based communication efforts and to discuss advantages and disadvantages of different measurement strategies. Students will understand current and future trends of digital media within the field of public relations. Page 2 of 16
3 COURSE EVALUATION: The evaluation of students will be based on their performance in group and individual assignments. Assignment Points % of grade Hootsuite Certification and Workbook % Blog Posts % In-class activities, group work, discussion, and quizzes % Apply-It-Now Assignments (x5 for 100 points each) % Total Points Possible % Textbook: There is a required textbook. It is not a textbook but really a popular press book that you can get at just about any bookstore or online. You can also get a Kindle/iBooks/B&N electronic version or even the audible audio book if you prefer (this is what I use). The book is called Contagious: Why Things Catch On by Jonah Berger. ISBN: Because of the nature of the course, the rest of the readings will be more contemporary than any textbook allows. Because of this, I will be providing other readings in PDF form on D2L. At this point in your lives you may be going paperless anyway. This course will allow you to do just that. If you have any questions please talk to me. Homework: There will be five Apply-It-Now (AIN) assignments and five blog posts. You will also become Hootsuite certified. These will be completed outside of class most of the time. Directions and grading rubrics will be posted to D2L prior to each assignment. All homework assignments should be turned in via D2L, unless otherwise indicated. Written Work: Spelling counts. So does grammar, punctuation, and professional presentation techniques. Any graded assignment (group or individual) will lose points for spelling and other errors. The portion of each grade dedicated to GSP will be indicated on each rubric. Please proofread your work before submitting it. Page 3 of 16
4 Late assignments: I WILL NOT ACCEPT ANY LATE ASSIGNMENTS unless discussed with me prior to the due date. No late projects or blogs posts will be accepted. If you cannot attend class when an assignment is due, you must find a way to get it to me in advance or talk with me beforehand to make other arrangements. Original Work: Any evidence of plagiarism or cheating will result in an F for the assignment and potentially the course; it will also lead to disciplinary action at the college and university level. Do not submit the same work to more than one class. Do not adapt work from another class for this class. Do not adapt someone else's work and submit it as your own. This course requires original work, created at this time, for this purpose. 24/7 Rule: I use the 24/7 Rule for all discussions regarding grades. This rule requires that students: 1.Must wait a minimum of 24 hours after you receive a graded assignment before contacting me to discuss the grade. This will give you time to carefully consider any feedback. 2.After the initial 24 hours, you have one week to meet with me to discuss the grade. If you do not meet with me within a week, then I ll consider the matter closed. 3.All discussions regarding grades are conducted in person, in my office; I do not discuss individual or team grades during class time. 4.This means I will discuss the grade only (i.e., I will explain how you earned the grade you earned); I will not change your grade unless I made a mistake during grading. This class will require that you have access to an official USD account. Accordingly, these accounts will be the primary method of communication between the instructor and students outside of class. Check your USD daily for announcements and any additional materials that may need to be distributed, such as assignment guidelines and other course materials. * *Note about If you send me an during the week, I will try to respond to you within 24 hours of receiving your . This does not apply to s received over the weekend, which may generate a longer response time. Also, please check to make sure s from me were not filtered to your junk mail box. Page 4 of 16
5 D2L: Students are also responsible for keeping up with oral and written components, instructions, and/or assignments disseminated during class that are not listed in this syllabus. Course materials and students grades will be posted on the course s D2L site. Accordingly, students should make a habit of checking D2L daily. Software: For this class we will be using two interrelated pieces of software that are essential for social media marketing; Twitter and Hootsuite. Twitter: Many students may already have a personal twitter account. You are free to use your personal twitter account for this class or create a new professional account to use during the class (I would recommend using a personal account for two reasons. 1. It will force you to clean up your social media if it needs it. 2. It will demonstrate to future employers that you are an engaged professional.) If you want more information about what twitter is please view the following link ( [CC-available]) Hootsuite: YOU DO NOT NEED TO PAY FOR THIS. We will be using a social media management system called hootsuite. Hootsuite is a management system that allows users to manage multiple social media platforms (Facebook, Twitter, LinkedIn, etc). We will be completing a workbook and taking a certification exam for Hootsuite. I choose to utilize this system and requirement because it is a deliverable that you can show potential employers. The exam is normally $99, but I worked it out with Hootsuite to get this for FREE. AGAIN, DO NOT PAY ANYTHING FOR THIS as you will get a coupon code. Classroom and Digital Civility: Students are expected to assist in maintaining a classroom environment that is conducive to learning. In order to assure that all students have the opportunity to gain from time spent in class, unless otherwise approved by the instructor, students are prohibited from engaging in any other form of distraction. Inappropriate behavior in the classroom shall result, minimally, in a grade reduction. Examples of disruptions considered uncivil include arriving to class late or leaving early, talking to another classmate while the instructor or other appointed speakers are presenting information, and abusing technology. The instructor reserves the right to deduct an additional 100 points from the final grade if students do not act in a professional demeanor. Additional University Notices: Academic Integrity Page 5 of 16
6 The College of Arts and Sciences considers plagiarism, cheating, and other forms of academic dishonesty inimical to the objectives of higher education. The College supports the imposition of penalties on students who engage in academic dishonesty, as defined in the Conduct section of the University of South Dakota Student Handbook. No credit can be given for a dishonest assignment. A student found to have engaged in any form of academic dishonesty may, at the discretion of the instructor, be: a. Given a zero for that assignment. b. Allowed to rewrite and resubmit the assignment for credit. c. Assigned a reduced grade for the course. d. Dropped from the course. e. Failed in the course. Freedom in Learning Under Board of Regents and University policy, student academic performance may be evaluated solely on an academic basis, not on opinions or conduct in matters unrelated to academic standards. Students should be free to take reasoned exception to the data or views offered in any course of study and to reserve judgment about matters of opinion, but they are responsible for learning the content of any course of study for which they are enrolled. Students who believe that an academic evaluation reflects prejudiced or capricious consideration of student opinions or conduct unrelated to academic standards should contact the dean of the college or school that offers the class to initiate a review of the evaluation. Disability Accommodation Any student who feels s/he may need academic accommodations or access accommodations based on the impact of a documented disability should contact and register with Disability Services during the first week of class or as soon as possible after the diagnosis of a disability. Disability Services is the official office to assist students through the process of disability verification and coordination of appropriate and reasonable accommodations. Students currently registered with Disability Services must obtain a new accommodation memo each semester. Page 6 of 16
7 Please note: if your home institution is not the University of South Dakota but one of the other South Dakota Board of Regents institutions (e.g., SDSU, SDSMT, BHSU, NSU, DSU), you should work with the disability services coordinator at your home institution. Disability Services Service Center North, R119B (605) Web Site: Diversity and Inclusive Excellence The University of South Dakota strives to foster a globally inclusive learning environment where opportunities are provided for diversity to be recognized and respected. To learn more about USD s diversity and inclusiveness initiatives, please visit the website for the Office of Diversity. Other Notes & Disclaimers: The Instructor reserves the right to make changes to the above syllabus, assignments, etc. Students may not bring guests to class. Only students enrolled in this course may attend (and receive credit for) this class. Audio and or audio/visual recording, taking pictures of, or the distribution of class/lecture materials is strictly prohibited. Some exceptions may apply. However, such exceptions must be discussed with and permitted by the instructor of the course Page 7 of 16
8 [Turn Page for the Tentative Course Schedule] Page 8 of 16
9 COURSE SCHEDULE Unless otherwise noted, the assignments posted for each week are due on Thursday by class time. (Dates and topics subject to change by instructor check official USD daily for updates) Week 1 8/21-8/23-8/25 Introduction to the course and one another Impact of digital media on public relations practice Discuss blog assignments Week 2 8/28-8/30-9/1 Networks, network theory, network analysis PR theory and SM Ethical and legal issues; privacy concerns; SM policies Assignment: Blog post 1 due 9/1 at 1:30 p.m. (Post your link to D2L.) Page 9 of 16
10 Week 3 9/4 NO CLASS 9/6-9/8 Brand voice Target audiences/choosing platforms Social networks (capabilities, audiences, etc.) Assignment: AIN 1 due 9/8. Week 4 9/11-9/13-9/15 Introduction to content management and tracking tools Introduction to Hootsuite Week 5 9/18-9/20-9/22 Analytics Social listening Reporting for clients Assignment: Blog post 2 due 9/22 Page 10 of 16
11 Week 6 9/25-9/27-9/29 Content calendars, optimizing posting Writing for social media Assignment: AIN 2 due 9/29 Week 7 10/2-10/4-10/6 Content curation Creating shareable content Assignment: Hootsuite Certification and Workbook due 10/6 Page 11 of 16
12 Week 8 10/9-No Class Meet your client for AIN 3 and 4 10/11-10/13 Week 9 10/16-10/18-10/20 Visual content, infographics Assignment: Blog post 3 due 10/20 Page 12 of 16
13 Week 10 10/23-10/25-10/27 Blogs Podcasting, vlogs Assignment: AIN 3 due 10/27 Week 11 10/30-11/1-11/3 Livestreaming Snapchat, Instagram stories Assignment: Blog post 4 due 11/3 Week 12 11/6-11/8 Gamification, social gaming AR, VR, Wearables 11/10- NO CLASS Page 13 of 16
14 Week 13 11/13-11/15-11/17 Events (virtual integration of SM w/live), live blogging, live tweeting Integrating social and traditional media Assignment: AIN 4 due 11/17 Week 14 Landing a job using SM 11/20 Maybe optional Week 15 11/27-11/29-12/1 Crisis communication Traditional web, SEO Page 14 of 16
15 Week 16 12/4 Last class 12/6 NO CLASS 12/8 NO CLASS Review and wrap up Assignment: Blog post 5 due 12/1 AIN 5 due 12/1 Final Exam Day Presentations Assignment: AIN 5 due at 1:00 p.m. Page 15 of 16
16 Syllabus Acknowledgement Form Due to the Instructor on September 6th, 2017 I acknowledge that I have received a copy of the syllabus for MCOM 241: Social Media Marketing with Travis Loof. I am aware of the attendance, conduct, grading, and other policies as outlined in the syllabus. Print your name: Sign your name: Date: Failure to return a signed copy of this slip to the instructor will result in a final grade penalty of -10pts per day. Page 16 of 16
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