mamc social media—capstone course information … · 2017-06-23 · 1 mamc social...

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MAMCSOCIALMEDIA—CAPSTONEMAMC6936Summer2017COURSEINFORMATIONMMC6936:Summer2017Credits03MeetingTime:DistanceAsynchronousandOnlineClassroom—Selectdatesduringthesemesterat7PMEST.IndividualConsultationswillbeapartofthisprogram.OfficeHoursByAppointmentConnectClassroomURL:https://uflcoj.adobeconnect.com/sm_capstone_hughes/INSTRUCTORRobert(Bob)HughesMArjhughes@jou.ufl.edu970-368-2021PleaseseemyBio—andaplaceforyours—undertheDiscussionstabinCanvas.Note—pleaseusemyrjhughes@jou.ufl.eduemailaddressforallcommunication.Emailisthequickestwaytogetamessagetomeasithitsmyphone,whichIalwayshavewithme!PleaseDONOTusetheemailoption/tabintheCanvasshell.ThisdoesnothitmyiPhoneonatimelybasisandIcannotreplyusingmyiPhone.Pleaseonlyusemyrjhughes@jou.ufl.eduemailaddresstoreachme.IMPORTANT!FollowthissyllabusONLYforyourclassinformation.Printitoutandcheckthingsoffascompleted.THEREMAYBEINFORMATIONINCLUDEDHERETHATISNOTFULLYEXPLAINED/INCLUDEDONCANVASPAGES!!!AnnouncementstabinCanvasshellBesuretochecktheAnnouncementstabintheCanvasshellregularlyforinformationonclassassignments,changesandotherclassinformation.Inaddition,

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importantinformation(butnotallAnnouncements)willbesentviaemailwhenitispostedinthistab.COURSEWEBSITE

CanvasClassroom:https://ufl.instructure.com/courses/335090ContactUFHelpdeskhttp://helpdesk.ufl.edu/(352)392-HELP(4357)ifyouhaveanytroublewithaccessingyourcourse.CourseDescriptionTheaimoftheSocialMediaCapstonecourseistopreparestudentstomastertheelementsofasocialmediacampaignusingprinciplesandstrategiesofpublicrelations,advertising,andbranding.TheCapstoneisoneofthefinalacademicopportunitiesforyou,asastudentintheUFCJCMastersprogram,toapplyyouraccumulatedknowledgeandskillsandtofurtherprepareyoutoexcelinaprofessionalsetting.Thecourseisdesignedfromaprofessionalperspectiveandmakesuseofextensivereal-lifesituationsandexamples.Youwillapplyyoursocialmediaskillstoanexistingmarketingandbrandingchallengeand/oropportunityidentifiedbyacompanyororganizationofyourchoosing.Workingindividuallyandwithfeedbackfromyourpeersandyourinstructor,youwillidentifyaclient,workwiththatclientindevelopingasocialmediaplan,andthenimplementandmonitorthatplan.Youwillbuildthissocialmediacampaignthroughoutthefirsthalfofthesemester,completingvariousassignments,meetingdeadlinesandrefiningyourplan.YouwillthenimplementyourSocialMediaPlanforyourclient,monitoringandanalyzingresults.Neartheendofthesemester,youwillhaveawell-researched,insightfulandcreativeplanandimplementedcontentthatillustrateshowsocialmediawillleadtopositiveoutcomesforyour“client.”Finally,youwillpresentyourcampaigntotheclassinanonlinepresentationviaAdobeConnectandshareyourplanlearningswithProf.Hughes.Thisisademandingbutexcitingandintellectuallyrewardingopportunitytoapplysocialmediaskillsandknowledgeyouhaveacquiredthroughoutyourcoursework,duringinternships,and/orinprofessionalpositions.Althoughtheprimarycoursefocusisoncreatingacomprehensivecommunicationcampaign,therewillbeclassassignmentsanddiscussionstoevaluateyourknowledgeofspecificconceptsrelevanttosocialmediamarketingandbranding.Thiscourseisconductedinacombinationofliveclassesandasasynchronousinteractiononline.Thisformatmirrorshowprofessional,globalpublicrelations,branding,andadvertisingteamsincreasinglyareassembledacrossgeographiesand

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timezones,countriesandcultures,workingtogetherusingdigitalandonlinetechnologies.Thecourseiscenteredonyouandyourlearningneeds.Thiscourserequiresgraduate-levelthinking,analyticalskillsandmaturity.TheCapstoneis“learninginaction.”Donewell,yourcampaignwillbecomeanimportantcredentialtosharewithyourclientaswellascurrentorprospectiveemployers.Pleasenote:theinstructorwillrespondtoe-mailusuallywithin24hours,butthegoalistodosomuchquicker.Additionally,someofyourclassworkmaybeused—withyourpermission—onthenewCJCsocialmedianewssite.Thispublicationofyourworkcanaidinbuildingyourprofessionalprofileonsocialmedia.Seethesiteat:http://ufsocial.jou.ufl.edu/COURSEOBJECTIVESWorkingindividuallyandincollaborationwithothers,studentswillcompleteagraduate-levelprojectthatdemonstratestheirabilitytointegratetheknowledgeandskillsacquiredfromtheUFMasterofArtsinMassCommunication–SocialMediaprogramandothercoursework.TheCapstoneprojectisdesignedtoenablestudentstodemonstrateskillsinresearchandanalysis,strategicthinking,effectivewritingandoralcommunicationacrossmultiplechannelsandformultipleaudiencesworldwide.Studentswillapplytheirlearningtoaclient-orientedsocialmediaplanandproduceacampaignplanandapresentationofthatplan.COURSEEXPECTATIONSTheCapstoneProjectwill:

• Effectivelyapplystrategicandcreativecommunicationskillstocomplexchallengesandopportunities.

• Demonstratetheuseandvalueofresearchandanalysisinrespondingtopotentialoremergingcommunicationproblemsandopportunitiesusingsocialmedia.

• Assembleandpresentafullyintegratedcommunicationsplanthatreflectsstrategicthinking,industrybestpractices,trendsandtools.

• Workeffectivelyvirtually,individuallyandincollaborationwithotherpeople,demonstratingprofessionalcommunicationskills,creativityandoriginality,accountability,balancingleadershipwithteamworkandcooperativebehaviors.

• Exhibitacommitmenttopersonalandprofessionalethics.COURSEDESIGNThiscoursewillcombinebothlivesessionsanddirectedwork.LiveclasssessionswillbeheldselectMondaynightsofthesemesterstartingat7pmEST.(Liveclasseswillberecordedforlaterviewingincaseyoucannotattendinperson.)Asthisisa

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“living”course,liveclassesmaybescheduledthatarenotonthissyllabus.WeallwillbeflexibletomakesurethisCapstoneclassisasuccess!!OnlineClassRequirementsYouwillneedanInternetconnectiontoaccessthiscourse,viewthelectures,attendonlineclasssessions,andcompleteyourassignments.Youmustbeabletocommunicatewiththeinstructor.Mostcommunicationscanbedoneviaemailandthediscussionboard,butyoumaybeaskedtojoinDropbox.comorGoogleDrive(bothfreeonlineservices)tosharelargefiles.LecturesIwillregularlypostupdatevideosthroughoutthesemester.WatchtheAnnouncementstabforwhentheyarepostedalongwithalinktothem.AssignmentsYouwillhaveregularassignmentsandthesewillbethebasisforyourfinalgrade.ThemaingoalofthisCapstoneCoursewillbethedevelopmentofarealSocialMediaPlanyouwillcreateworkingwitharealclient.Youwillbeexpectedtointeractwithyourclientonaregularbasis,justlikeareal-worldSocialMediaAgencyAccountpersonwoulddo.Duringthefirsthalfoftheclass(weeks1-6)youwillreadtheassignedmaterials,viewonlinelectures,andworkwithyourclienttodevelopaSocialMediaPlan.Thesecondhalfoftheclass(weeks7-12)givesyouachancetoestablish,maintainandmonitortheSocialMediaChannelsyouselectedasapartofyourClientplan.Youwillreadtheassignedmaterials,viewonlinelectures,completeonlinediscussions.Withtheclient’sinputandpermission,youcanimplementtheplanearlierthanWeek7.PleasecheckwithProf.Hughespriortodoingso.YouwillbeexpectedtoturninregularContactReports,asatypicalAgencyAccountPersonwould,forallclientinteraction.YoucanfindasampleandexplanatoryContactReporttemplatehere:http://www.targetedadgroup.com/Resources/ContactReport.pdfAsitexplains,hereisthepurposeofaContactReport:

• AContactReport,orConferenceReportasitisalsocalled,isawrittensummaryofinteractionbetweenanAdvertisingAgencyanditsClientthatsummarizesmajordiscussionsandagreementsinameeting.ItservesthesamefunctionasformalminutesataBoardMeeting.

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• ContactReportsareconsideredlegaldocumentsastheyarethe“official”recordofameeting.Theyaresometimescalledasevidenceincourtactionssincetheychroniclenotonlythecircumstances(who,where,why)ofaparticularsituationbutalsotheWhat.

• WhenwritingaContactReport,itisimportanttoidentifywhomadea

particulardecision,heldapointofview,wasinagreement,orthelike.

• Thistemplateisreallycomplete,andintoday’sworld,especiallythesocialmediaworld,allthesectionsareprobablynotnecessary.Iwillleaveittoyouandyourclienttodecidewhatsectionsareimportantandshouldbeusedforyourplanningpurposes.Thisisnottoaskforbusyworkfromyou,butasanagencyperson,youneedtocoveryourbasesintermsofwhoagreedtowhat,deliverables,timelinesandbudgets.

• ContactReportsshouldbeemailedtomeatrjhughes@jou.ufl.eduandclearly

labeled(forexample:HughesContactReport#1or#3etc.)IwillaskyoutopostatleastoneintheappropriateCanvasAssignmentstab.

Ownership Education Asgraduatestudents,youarenotpassiveparticipantsinthiscourse.AllstudentsinthisProgramhaveabackgroundinmarketing,advertising,publicrelations,journalism,orsimilarfields.Thisclassallowsyoutonotonlytakeownershipofyoureducationalexperiencebuttoalsoprovideyourexpertiseandknowledgeinhelpingyourfellowclassmates.TheCanvasshellwillhaveanopenQ&Athreadwhereyoushouldposequestionstoyourclassmateswhenyouhaveaquestionasitrelatestoanassignmentoranissuethathascomeupatwork.Yourclassmatesalongwithyourinstructorwillbeabletorespondtothesequestionsandprovidefeedbackandhelp.Thisalsoallowseveryonetogainthesameknowledgeinonelocationratherthantheinstructorrespondingbacktojustonestudentwhichlimitstherestoftheclassfromgainingthisknowledge.RequiredTextbooksTherearenorequiredtextbooksforthiscourse.YoumayfindSocialMediaMarketingbyTracyTutenandMichaelSolomonofhelpinyourplandevelopment.COURSEPOLICIESAttendancePolicyThisisanonlineasynchronouslydeliveredcourse,attendanceintheformofcallingrollwillnotoccur;LateWorkandMake-upPolicy:Youareexpectedtoprepareandsubmityourassignmentsonatimelybasis.Duedatesareclearlylaidoutinthissyllabusandintheattendantclasscalendar.

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Deadlinesarecriticaltothisclass.Allworkisdueonorbeforetheduedate.Extensionsfordeadlineswillonlybeforpreapprovedemergencies.Minorinconveniencessuchasfamilyvacationorminorillnessarenotvalidreasonsforextensions.Withthisinmindtherewillbepenaltiesforlatework:

• Lessthananhourlate 05pointsoff• Morethananhourlatebutlessthan24hourslate 10pointsoff• Morethan24hourslatebutlessthan48hourslate 15pointsoff• Morethan48hourslate 25pointsoff• 49hoursandgreaterlate Notacceptedatall

Issueswithuploadingworkforagradeisnotanexcuse.IfyouhavetechnicaldifficultieswithCanvas,thereareothermeanstosubmitcompletedwork.Youmayemail.zipfilesorevenlinkstoDropboxfolderstoInstructorviaUFemail.Anothersuggestiontocompensatefortechnicaldifficultiesbynotwaitinguntilthelastminutetosubmitwork.Technicalissuepolicy:Anyrequestsformake-upsduetotechnicalissuesMUSTbeaccompaniedbytheticketnumberreceivedfromLSSwhentheproblemwasreportedtothem.Theticketnumberwilldocumentthetimeanddateoftheproblem.YouMUSTe-mailyourinstructorwithin24hoursofthetechnicaldifficultyifyouwishtorequestamake-up.ContactUFhelpdesk(352)392-HELP.Emergencyandextenuatingcircumstancespolicy:Studentswhofaceemergencies,suchasamajorpersonalmedicalissue,adeathinthefamily,seriousillnessofafamilymember,orothersituationsbeyondtheircontrolshouldnotifytheirinstructorsimmediately.StudentsarealsoadvisedtocontacttheDeanofStudentsOfficeiftheywouldlikemoreinformationonthemedicalwithdrawalordropprocess:https://www.dso.ufl.edu/care/medical-withdrawal-process/.StudentsMUSTinformtheiracademicadvisorbeforedroppingacourse,whetherformedicalornon-medicalreasons.Youradvisorwillassistwithnotifyingprofessorsandgooveroptionsforhowtoproceedwiththeirclasses.YouracademicadvisorisTiffanyRobbert,andshemaybereachedattrobbert@jou.ufl.edu.Requirementsforclassattendanceandmake-upexams,assignments,andotherworkinthiscourseareconsistentwithuniversitypoliciesthatcanbefoundintheonlinecatalogueat:https://catalog.ufl.edu/ugrad/current/regulations/info/attendance.aspxCourseworkSubmissions

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Ingeneral,asnotedthroughoutthissyllabus,mostcourseworkshouldbesubmittedthroughtheAssignmentstabintheCanvasclassroom.GeneralDeadlinesThisclass,likeothers,involvesmanydeadlines.Hereisasummaryreminder.

• InitialDiscussionpostonThursday• DiscussionpostclassmatereplyonSaturday• SocialMediaPlanClientbySaturday,Week1• HootsuiteAcademybySaturdayWeek11• LiveClassPresentationsWeek11• FinalSocialMediaPlanLearningsSaturdayWeek12• Discussionpostswillbedueonselectweeks.ClientContactReportswillbe

dueascompleted.ContactReportsshouldbeemailedtomeatrjhughes@jou.ufl.eduandclearlylabeled(forexample:HughesContactReport#1or#3etc.)

• EvergreenContentshouldbedevelopedduringWeeks6–11.GradingThisCapstonecourseconsistsofyourproducingaSocialMediaPlanforyourclient.Youwillberesponsibleforpostingkeypiecesofthisplanasweproceedthroughthesemester.Gradingforthisworkwillbesubjectiveandwillbebasedonmy25yearsasbothaclientandanagencymanager.Mygoalistotreatyouasaprofessionalinyourfield,andmyfeedbackwillbetreatedassuch.Yourworkwillbeevaluatedaccordingtothisdistribution:WeeklyDiscussions 100pointsClientContactReports 50pointsScopeofWork 50pointsDevelopmentofClientSituationAnalysis 50points DevelopmentofPlanGoalsandStrategies50pointsSocialMediaPlanOutline 50pointsSocialMediaPlanNarrative 50pointsPeerReview 50pointsFinalSocialMediaPlan 150pointsClassPlanReview 100pointsEvergreenContentDevelopment 150pointsCapstoneLearnings 150points TOTAL 1000points100%Finalgradeswillbedeterminedasfollows:A 93-100%A- 90-92%B+ 87-89%

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B 83-86%B- 80-82%C+ 77-79%C 73-76%C- 70-72%D+ 67-69%D 60-66%E 0-59%Rounding:Iroundwhenassigninggrades.Whenthegradefallsata.5,Iwillroundup.

GradingpolicyGeneralUniversitypoliciesregardinggradescanbefoundathttps://catalog.ufl.edu/ugrad/current/regulations/info/grades.aspx

COURSEANDASSIGNMENTDETAILSInthistwelve-weekcourse,weneedtostayonpointandprovidethesectionsofyourplanonatimelybasis.Hence,youwillseeweeklydeliverablesforeachsectionoftheplantoensurewewillallmeetthistimeframe.Allthissaid,IwillbeasflexibleasIcanbeinworkingwithyouondeliverablesandprovidingoutstandingserviceandplanningforyourclients.Stayintouchsowecanmakesuresuccessisthereforallofus.ScopeofWorkOneofthefirstdeliverablesforyourSocialMediaPlanwillbeaScopeofWorkyouwillpresenttotheclientandgainagreementforthe“scope”oftheplanyouwillbepresentingandexecutingforyourCapstoneProject.WhiletheformatforthisSOWcanbeflexible,therearekeyelementsthatmustbeincluded.IfyouareunfamiliarwithcreatingaScopeofWork,herearesomegoodresources:DefinitionandOverviewofaScopeofWorkScopeofWorkExampleandTemplatesExamplesofScopeofWorkdocumentsDiscussionPostsDiscussionisakeypartofthiscourse.Youwillbeexpectedtoreadtheassignedreadings,viewtheassignedvideos,andactivelyparticipateinregulardiscussionsthroughthe“Discussions”tabintheCanvase-learningsite.YouwillseeinsomeweeksIwillprovidetheDiscussionQuestionbasedonanarticlethathasclear

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bearingonyourworkfortheweek.SomeweeksIwillaskYOUtofindsuchanarticleandshareitwiththeclass,explainingWHYyouchoseitandHOWitrelatestoyourclientwork.Youwillbeaskedtothencommentonatleastoneclassmate’spostfortheweek’squestion.Yourinitialdiscussionreplyshouldbeabout300words,andyourclassmatefollow-upshouldbeabout200.TheinitialdiscussionpostisduebyThursdayofeachweekat11pmET;thefollowupbySaturdayofeachweekat11pmET.PeerReviewsDuringWeek9youwillbeaskedtoreviewtheSocialMediaPlanofaclassmate.Usingconstructivecriticism,pleaselookateachsectionoftheplanasaclientmight,withsuggestionsdesignedtosharpenthefocusoftheworkandimprovethequalityoftheelementsoftheplan.YouwillsharethiswithbothyourpeerandpostyouranalysistotheAssignmentstaboftheCanvasshell.EvergreenContentDuringweeks6–11youwilldevelopaContentCalendarandEvergreencontentforyourclienttopost(ifhe/shedesires)forthemonthfollowingtheendofourclass.Thiswillgivetheclienttheoptiontocontinuefollowingyourplan,withsomecontenttouseduringthattime.IfyouarenotfamiliarwithEvergreenContent,youwillfindmoreinformationat:WhatisEvergreenContentTipsforCreatingEvergreenContentWhyEveryBusinessNeedsEvergreenContentPlanReviewDuringWeek11wewillscheduleanumberofonlineliveclassesinwhichyouwillpresentyourplantotheclassusingPowerPointorotherplatformofyourchoosing.PlanLearningsDuringWeek12youwillprepareasummaryofyourlearningsandobservationsabouttheplan.Includedinthisshouldbewhathasworkedinyourplantodate,whathasnotworkedaswellasyouexpected,andwhatchangesyouwouldmakeina“revision”ofyourSMP.ThiswillbeturnedinusingaPowerPointformat.SocialMediaTemplatesTosaveyoutime,considerusingsomeoralloftheseSocialMediaTemplates.

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Youwilldevelopabudget–ifappropriateforneedslikeFacebookBoost--fortheclientforyourplan,andpreparecontentandpostingcalendars.RUBRICFORGRADINGTHESOCIALMEDIAPLAN Excellent Good Fair Poor Not

completed 140-150 130-139 120-129 110-119 0Completeness(25%)

SMPhasmaterialrelatedtoallpartsofthetemplateselected.Sectionsarecomplete.

SMPhasmaterialrelatedtomostpartsofthetemplateselected.Sectionsaremostlycomplete.

SMPhassomesectionsthataremissingmaterialrelatedtoallpartsofthetemplateselectedorsomesectionsareincomplete.

Missingsignificantsectionsorinformation.

Quality(25%)

Informationisofoutstandingquality(recent,useful,relevant).

Informationisofgoodquality(recent,useful,relevant).

Informationisofadequatequality(somewhatdated,occasionallynotusefulorrelevant).

Informationisofpoorquality(dated,notusefulorrelevant).

Coherent,clear,persuasive(25%)

Writingisclear,compellingandwithnospellingorgrammarerrors.

Writingisstraightforward,understandableandavoidsmostgrammarorspellingerrors.

Writinghassignificantproblems.

Writingqualityispoor,difficulttoread.

Analysis(25%)

SWOTanalysisisexceptional,andclearlydetailsthecompanyorbrand’sparamountissues

SWOTanalysisisgood,identifiedcompanyorbrand’simportantissues.

SWOTanalysisisfair,identifiesstraightforwardissues.

SWOTanalysisispoor,issuesidentifiedseemunrelatedtotherestoftheSMP.

RubricforDiscussionposts

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InitialPost InitialReplyMeetsfully(meetswordcount,substantiveandinsightfulcomments)

5 5

Meetspartially(notsubstansive;shortofwordcount)

2.5 2.5

Nopost 0 0GradingGuidelinesforotherDeliverables·GradeofA:Completedtaskfullyandontime,providedmeaningfulinsightandworkedtodevelopappropriateclientdeliverables.·GradeofB:Completedtaskpartiallyandontime,providedsomeinsightandcouldhavebeenmorethoroughindevelopmentofsocialmediaplan.·GradeofC:Completedtaskontime,butonlyprovidedminimalinsightinyouruseofaccounts,andmarginallyimprovedoverallsocialmediaplan.·GradeofDorF:Submittedplanandpresentedresults,butonlyprovidedminimalinsightinyouruseofaccounts,resultsandsocialmediaplan.ImportantnoteongradingforCapstoneUnlikemanyofyourpreviousUFGraduatecoursework,muchofthegradingonyourCapstoneprojectwillbesubjectiveonthepartoftheinstructor.Forexample,youwillnotethereareno“minimum”numberofContactReportsdue;rather,thisisaflexiblepartoftheclassasthenumberofContactReportswillbedeterminedbyyouandyourclient.IwillberelyingonovertwodecadesexperienceinthisbusinesswhenIamgradingmuchofyourwork.MygoalistoexpectthetypeofworkIwanttoseefrommyagencyandmyteammembers,andmymentoringofyouwillbedoneinthatsamelight.UniversityPoliciesUniversityPolicyonAccommodatingStudentswithDisabilities:StudentsrequestingaccommodationfordisabilitiesmustfirstregisterwiththeDeanofStudentsOffice(http://www.dso.ufl.edu/drc/).TheDeanofStudentsOfficewillprovidedocumentationtothestudentwhomustthenprovidethis

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documentationtotheinstructorwhenrequestingaccommodation.Youmustsubmitthisdocumentationpriortosubmittingassignmentsortakingthequizzesorexams.Accommodationsarenotretroactive,therefore,studentsshouldcontacttheofficeassoonaspossibleinthetermforwhichtheyareseekingaccommodations.StudentswithDisabilitieswhomayneedaccommodationsinthisclassareencouragedtonotifytheinstructorandcontacttheDisabilityResourceCenter(DRC)sothatreasonableaccommodationsmaybeimplemented.DRCislocatedinroom001inReidHalloryoucancontactthembyphoneat352-392-8565.Universitycounselingservicesandmentalhealthservices:**Netiquette:CommunicationCourtesy:Allmembersoftheclassareexpectedtofollowrulesofcommoncourtesyinallemailmessages,threadeddiscussionsandchats.http://teach.ufl.edu/wp-content/uploads/2012/08/NetiquetteGuideforOnlineCourses.pdfClassDemeanor:Masteryinthisclassrequirespreparation,passion,andprofessionalism.Studentsareexpected,withintherequirementsallowedbyuniversitypolicy,toattendclass,beontime,andmeetalldeadlines.Workassignedinadvanceofclassshouldbecompletedasdirected.Fullparticipationinonlineandlivediscussions,groupprojects,andsmallgroupactivitiesisexpected.Myroleasinstructoristoidentifycriticalissuesrelatedtothecourse,directyoutoandteachrelevantinformation,assignappropriatelearningactivities,createopportunitiesforassessingyourperformance,andcommunicatetheoutcomesofsuchassessmentsinatimely,informative,andprofessionalway.Feedbackisessentialforyoutohaveconfidencethatyouhavemasteredthematerialandformetodeterminethatyouaremeetingallcourserequirements.Atalltimesitisexpectedthatyouwillwelcomeandrespondprofessionallytoassessmentfeedback,thatyouwilltreatyourfellowstudentsandmewithrespect,andthatyouwillcontributetothesuccessoftheclassasbestasyoucan.GettingHelp:ForissueswithtechnicaldifficultiesforE-learninginCanvas,pleasecontacttheUFHelpDeskat:● Learning-support@ufl.edu● (352)392-HELP-selectoption2● https://lss.at.ufl.edu/help.shtml**Anyrequestsformake-upsduetotechnicalissuesMUSTbeaccompaniedbytheticketnumberreceivedfromLSSwhentheproblemwasreportedtothem.Theticketnumberwilldocumentthetimeanddateoftheproblem.YouMUSTe-mailyourinstructorwithin24hoursofthetechnicaldifficultyifyouwishtorequestamake-up.

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Otherresourcesareavailableathttp://www.distance.ufl.edu/getting-helpfor:CounselingandWellnessresources http://www.counseling.ufl.edu/cwc/Default.aspx352-392-1575• Disabilityresources• Resourcesforhandlingstudentconcernsandcomplaints• LibraryHelpDesksupportShouldyouhaveanycomplaintswithyourexperienceinthiscoursepleasevisithttp://www.distance.ufl.edu/student-complaintstosubmitacomplaint.CourseEvaluation:Studentsareexpectedtoprovidefeedbackonthequalityofinstructioninthiscoursebasedon10criteria.Theseevaluationsareconductedonlineathttps://evaluations.ufl.eduEvaluationsaretypicallyopenduringthelasttwoorthreeweeksofthesemester,butstudentswillbegivenspecifictimeswhentheyareopen.Summaryresultsoftheseassessmentsareavailabletostudentsathttps://evaluations.ufl.edu/resultsUniversityPolicyonAcademicMisconduct:AcademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentsshouldbesurethattheyunderstandtheUFStudentHonorCodeathttp://www.dso.ufl.edu/students.phpTheUniversityofFloridaHonorCodewasvotedonandpassedbytheStudentBodyintheFall1995semester.TheHonorCodereadsasfollows:Preamble:InadoptingthisHonorCode,thestudentsoftheUniversityofFloridarecognizethatacademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentswhoenrollattheUniversitycommittoholdingthemselvesandtheirpeerstothehighstandardofhonorrequiredbytheHonorCode.AnyindividualwhobecomesawareofaviolationoftheHonorCodeisboundbyhonortotakecorrectiveaction.Astudent-runHonorCourtandfacultysupportarecrucialtothesuccessoftheHonorCode.ThequalityofaUniversityofFloridaeducationisdependentuponthecommunityacceptanceandenforcementoftheHonorCode.TheHonorCode:“We,themembersoftheUniversityofFloridacommunity,pledgetoholdourselvesandourpeerstothehigheststandardsofhonestyandintegrity.”OnallworksubmittedforcreditbystudentsattheUniversityofFlorida,thefollowingpledgeiseitherrequiredorimplied:"Onmyhonor,Ihaveneithergivennorreceivedunauthorizedaidindoingthisassignment."

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Formoreinformationaboutacademichonesty,contactStudentJudicialAffairs,P202PeabodyHall,352-392-1261.ACADEMICHONESTYAllgraduatestudentsintheCollegeofJournalismandCommunicationsareexpectedtoconductthemselveswiththehighestdegreeofintegrity.Itisthestudents’responsibilitytoensurethattheyknowandunderstandtherequirementsofeveryassignment.Ataminimum,thisincludesavoidingthefollowing:Plagiarism:Plagiarismoccurswhenanindividualpresentstheideasorexpressionsofanotherashisorherown.Studentsmustalwayscreditothers’ideaswithaccuratecitationsandmustusequotationmarksandcitationswhenpresentingthewordsofothers.Athoroughunderstandingofplagiarismisapreconditionforadmittancetograduatestudiesinthecollege.Cheating:Cheatingoccurswhenastudentcircumventsorignorestherulesthatgovernanacademicassignmentsuchasanexamorclasspaper.Itcanincludeusingnotes,inphysicalorelectronicform,inanexam,submittingtheworkofanotherasone’sown,orreusingapaperastudenthascomposedforoneclassinanotherclass.Ifastudentisnotsureabouttherulesthatgovernanassignment,itisthestudent’sresponsibilitytoaskforclarificationfromhisinstructor.MisrepresentingResearchData:Theintegrityofdatainmasscommunicationresearchisaparamountissueforadvancingknowledgeandthecredibilityofourprofessions.Forthisreasonanyintentional14misrepresentationofdata,ormisrepresentationoftheconditionsorcircumstancesofdatacollection,isconsideredaviolationofacademicintegrity.Misrepresentingdataisaclearviolationoftherulesandrequirementsofacademicintegrityandhonesty.Anyviolationoftheabovestatedconditionsisgroundsforimmediatedismissalfromtheprogramandwillresultinrevocationofthedegreeifthedegreepreviouslyhasbeenawarded.StudentsareexpectedtoadheretotheUniversityofFloridaCodeofConducthttps://www.dso.ufl.edu/sccr/process/student-conduct-honor-codeIfyouhaveadditionalquestions,pleaserefertotheOnlineGraduateProgramStudentHandbookyoureceivedwhenyouwereadmittedintotheProgram._____________________________________________________________________CapstoneSPRING2017WeeklyCourseWorkandSchedule

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__________________________________________________________________________________________________WEEKONE—JAN4-8CourseintroductionandMarketingOverviewTherewillbealiveclassthisweekonMondayat7pmET.TheAdobeConnectlinkis:https://uflcoj.adobeconnect.com/sm_capstone_hughes/

ThisisamandatoryattendanceclassaswewillbenotonlysharingandoverviewoftheclassbutwewilllearnabouttheAdobeConnectsystem.Theclasswillberecordedandavailableforviewingatyourconvenience,butthisclasswillsetthestageforyourCapstonework.Focuson:Thestrategicmarketingplan—anoverview.HowtheSocialMediaPlanfitsintotheSMPTheCapstoneSocialMediaPlanisakeyelementoftheclient’soverallstrategicmarketingplan.WhileyourclientmaynothaveafullSMP,anunderstandingofaSMPwillhelpyouunderstandtheroleSocialMediacanplayinimpactingyourclient’sbusinessandbrand.ThesearticleswillgiveaquickoverviewofhowtocreateanSMP:Readings/ViewingCreatingtheSMP(articleandvideo):http://www.entrepreneur.com/article/43018MarketResearchfortheSMP:http://www.entrepreneur.com/article/43024ElementsoftheSMP:http://www.entrepreneur.com/article/43026DiscussionTopicReadthisarticleonhowContentMarketingfitsintheStrategicMarketingPlan:http://contentmarketinginstitute.com/2014/05/where-content-marketing-fits-plan/ThearticleandinfographicraisesanumberofdifferencesbetweentraditionalmarketingandContentmarketing.InyourDiscussionpost,pleaseexplainhowyouthinkContentMarketingplaysapartinaSocialMediaPlan,andsharetwoexamplesofhow.Then,pleasecommentontheresponsesofatleastoneclassmate.In

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expressingyourownopinion,dosocritically(i.e.,findingbothcommonalitiesanddifferences)butalsorespectfullyandthoughtfully.Discussionassignmentposted:Fridayby11PMET.(Insubsequentweeks,thisisaThursdaydeliverable.Thisisashortweek,hencewewillshiftthescheduleabit.)Respondtoatleastoneclassmate:Saturdayby11PMET.Clientnameandrationale(whyyouchoseyourclientandwhatyourexpectationsfortheplanwillbe):Saturdayby11PMET.________________________________________________________________WEEKTWO:JAN9-15DevelopingtheSocialMediaMarketingPlanFocuson:ElementsoftheSocialMediaplanTheclient/agencyrelationshipClientexpectationsReadings/ViewingCreatingaSocialMediaMarketingPlanC.Williamsonhttp://www.slideshare.net/corywilliamson/creating-a-social-media-plan-2529114HowToCreateASocialMediaMarketingPlanHootsuiteUhttp://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/DiscussionTopicReadthisarticleontheroleofpaid,ownedandearnedmediainyoursocialmediamarketingstrategy:http://www.forbes.com/sites/danielnewman/2014/12/03/the-role-of-paid-owned-and-earned-media-in-your-marketing-strategy/Isoneofthethreeelementsofthepaper—paid,owned,andearned—moreimportantthantheothersinasocialmediaplan?Whichdoyouthinkismostimportanttoyoursocialmediamarketingefforts?Why?Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMET.ScopeofWorkforSMP:Saturdayby11PMET.

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WEEKTHREE:Jan16-22SocialMediaandConsumerBehaviorTherewillbealiveclassthisweekonMondayat7pmET.TheAdobeConnectlinkis:https://uflcoj.adobeconnect.com/sm_capstone_hughes/

Theclasswillberecordedandavailableforviewingatyourconvenienceshouldyounotbeabletoattend.Focuson:SocialMedia’sinfluenceonconsumerbehaviorReadingsTopWaysthatSocialMediaInfluencesConsumerBehaviorbyElmerrajihttp://tcapushnpull.com/social-media-2/top-ways-that-social-media-influences-consumer-behavior/SocialMediaanditsImpactonConsumersBehaviorbyIoanashttp://www.ijept.org/index.php/ijept/article/view/Social_Media_and_its_Impact_on_Consumers_Behavior

Note—toreadthispaper,clickthelinktodownloadthePDFunderthetext‘FULLTEXT”

DiscussiontopicIntheElmerajjiarticle(thefirstreadingfortheweek),theauthorshares4pointsabouthowsocialmediaisshapingthepurchasingdecision.Choose2ofthe4andsharehowthosepointswillaidyouindevelopingyourclient’sSocialMediaPlan,explainingwhy.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETClientSituationAnalysisandthePlanGoalsandStrategies:Saturdayby11PMET.(ForfurtherinfoontheplangoalsandstrategiesyoucanseetheWeek5readings.)WEEKFOUR:Jan23-29TheRulesofEngagement

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Focuson:Permissionvs.InterruptionMarketingRulesofEngagementEthicsofSocialMediaReadings/ViewingTheRulesofSocialMediaEngagementB.Solishttp://www.briansolis.com/2011/03/the-rules-of-social-media-engagement/PermissionMarketingvs.InterruptionMarketinghttps://www.youtube.com/watch?v=tT8GxfTSMiYClickingThroughtotheEthicsofSocialMediaTermsofService:ThreeCaseStudiesI.Raicuhttp://www.scu.edu/ethics/practicing/focusareas/technology/internet/terms-of-service.htmlUnavoidableEthicalQuestionsaboutSocialMediahttp://www.scu.edu/ethics/publications/submitted/social-networking.htmlDiscussionTopicFindaninstanceofanunethicalsocialmediaissueandshareitwiththeclass.Ifyouwerethesocialmediamanagerforthecompany/brandinvolved,whatwouldyournextstepsbetoaddresstheissue?Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMET OutlineofSMP:Saturdayby11PMET.SuggestedViewingUFPaneldiscussiononsocialmediaethicswithProf.ClayCalverthttps://www.youtube.com/watch?v=-A6bjrYfmpY______________________________________________________________________________WEEKFIVE:Jan30-Feb5GoalsandStrategiesTherewillbealiveclassthisweekonMondayat7pmET.TheAdobeConnectlinkis:https://uflcoj.adobeconnect.com/sm_capstone_hughes/

Theclasswillberecordedandavailableforviewingatyourconvenienceshouldyounotbeabletoattend.

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Focuson:SocialMediaPlanningCycleSettingGoalsEstablishingStrategiesCallToActionReadingsAStepbyStepGuidetoCreatingaSocialMediaStrategyHootsuiteUhttp://blog.hootsuite.com/guide-to-creating-a-social-media-strategy/HowtoSetMeasureableGoalsforYourSocialMediaMarketingD.Praegerhttp://unbounce.com/social-media/how-do-you-measure-your-social-media-marketing/UseSMARTGoalstoSetYourSocialMediaStrategyG.Moranhttp://marketingthink.com/use-smart-goals-get-social-media-strategy-shape/DiscussiontopicChooseasocialmediachannelusedbyoneofyourfavoritecompaniesorbrands.SharehowyouareseeingtheyusetheSMARTgoalsettingprocessintheiruseofthatsocialmediachannel.Then,explainhowYOUwillusetheSMARTgoalsettingprocessinyourclient’sSocialMediaPlan.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETSMPRoughDraftSaturdayby11PMET.______________________________________________________________WEEKSIX:Feb6-12TheTargetAudienceFocuson:TheoptimaltargetaudienceWherearetheyonline?Whatdotheytalkabout?AreMillennials“different”?Readings/ViewingsMillenialsonSocialMediahttps://www.youtube.com/watch?v=GClGJDarUxAFindingYourAudienceonSocialMedia

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http://www.marketingdonut.co.uk/online-marketing/social-media-and-online-networking/finding-your-audiences-on-social-mediaDiscussiontopicFindanarticleonhowMillennialsareusingsocialmedia;sharethatlink/articlewiththeclassandexplainhowyouwillapproachtheMillennialtargetaudienceinyourplanandwhy.(Or,ifyourplanwilldoesnottargetMillennials,explainthatandwhynot!)Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETFinalSocialMediaPlan:Saturdayby11PMET.__________________________________________________________________________WEEKSEVEN:Feb13-19IndividualConsultationsasNeededFocuson:YourclientplanIndividualupdateswithProf.Hughes(thesewillbeconductedviaAdobeConnectbyappointment.)DiscussionTopicRead“TheQuestionsSocialMediaManagersShouldAsk”locatedat:http://sproutsocial.com/insights/social-media-managers-clients/Ofthepointsraisedbytheauthor,which,asamarketer/communicator,doyoufeelwillmostimportanttoyourCapstoneSocialMediaPlanclient?Pleaseexplainwhy.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMET_______________________________________________________________________WEEKEIGHT:Feb20-26BenefitsofSocialMediaMarketingFocuson:TheBenefitsofSocialMediaMarketingReadingsTheTopBenefitsofSocialMediaMarketing

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http://www.pamorama.net/2013/06/30/the-top-benefits-of-social-media-marketing-infographic/DiscussiontopicRead“TheTopTenBenefitsofSocialMediaMarketing”locatedat:http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/Ofthetenpointsraisedbytheauthor,which,asamarketer/communicator,doyoufeelwillmostimpactyourCapstoneSocialMediaPlan.Willtheybeapositiveoranegativeimpact?Pleaseexplainwhy.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETWEEKNINE:Feb27-Mar9PeerDraftPlanReviewFocuson:ReviewofpeerSocialMediaPlanasassignedbyProf.HughesDiscussiontopicReadtheHarvardBusinessReviewarticleWhat’sYourSocialMediaStrategylocatedhere:https://hbr.org/2011/07/whats-your-social-media-strategyOnthelefthandsideofthepageyouwillagreyboxtitledUnderstandingYourCurrentSocialMediaStrategy:AQuiz.Takethequizforyourclient’sandyourCapstoneSocialMediaPlan.SharewithusyourDominantApproachasshownbythequizresultsandexplainwhether,inthatview,youareusingthestrategythatbestsuitsyourclient’sresourcesandgoalsorifyouseeachangeisneeded.Pleaseexplainwhy.Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMET.EmailyourSMPtoyourassignedreviewerby11PMETMonday,Feb27.PeerReviewedSMP:emailedbacktoauthorandpostedinAssignmentstabSunday,Mar5by11PMET.

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WEEKTEN:Mar6-12IndividualConsultationsasNeededFocuson:YourclientplanIndividualupdateswithProf.Hughes(ConductedviaAdobeConnect.)

ReadingTheNewConversation:TakingSocialMediaFromTalktoActionTheHarvardBusinessReviewhttps://hbr.org/resources/pdfs/tools/16203_HBR_SASReport_webview.pdfDiscussiontopicReadHowToFireBackatanAngryCustomeronSocialMediaP.Glascaathttp://www.entrepreneur.com/article/237196PleasediscusshowyouandyourclientcanbestdealwithangrycustomersornegativepostsonyourSocialMediaplatforms?Planreview:Saturdayby11PMET(DuringIndividualConsultations.)Discussionassignmentposted:Thursdayby11PMET.Respondtoatleastoneclassmate:Saturdayby11PMETWEEKELEVEN:Mar13-19BeginningtoWrapUp—EvergreenContentDueTherewillbeatleasttwoliveclassesthisweek,withthefirstonMondayat7pmET.TheAdobeConnectlinkis:https://uflcoj.adobeconnect.com/sm_capstone_hughes/Youwillhave15minutestopresentyourfinalSMPtoyourclassmatesduringoneoftheclasssessionsthisweek.PleaseplanonattendingatleastONEoftheotherclassesthisweekasyouwillbejoiningyourclassmatesastheypresenttheirfinalSMP.Theclasseswillberecorded.Atleastonemoreadditionalclasswillbescheduled.Duringtheseliveclasses,youwillbepresentingyourCapstoneSocialMediaPlantoProf.Hughesandthoseclassmateswhoattend.ForthispresentationyoumayusePowerPoint,Prezi,aWordpresstypeofwebprogramorotherappropriatesoftware.

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PleaseuploadyourpresentationtoCanvasundertheAssignmentstabasabackupincasethereareissueswiththeCanvasclassroom.

Focuson:FinalizingyourSocialMediaCapstoneSocialMediaPlanFinalizingtheEvergreenSocialMediaContentmaterialsandcalendarReadings/ViewingsHowToPitchSocialMediaR.Bouchezhttp://inovediamarketing.wordpress.com/2012/09/01/how-to-pitch-social-media-a-new-client-presentation-outline-for-digitial-marketers/TenSuperbSocialMediaPresentationsC.Lakehttps://econsultancy.com/blog/3982-10-superb-social-media-presentationsNoDiscussiontopicthisweek.EvergreenContentCalendarandcontentforonemonthafterclassends:Saturdayby11PMET._______________________________________________________________________WEEKTWELVE:Mar20-26CapstoneSocialMediaPlanPresentationsFocuson:SubmityourCapstoneSocialMediaPlanlearningstoProf.HughesundertheAssignmentstabinCanvasbySaturday,11pmEST.ForthispresentationyoumayusePowerPoint,Prezi,aWordpresstypeofwebprogramorotherappropriatesoftware.(ThisisNOTalivepresentation…itisjustusingpresentationformatsoftware.)Thereisnohomeworkordiscussiontopicthisweek.PostatleastONEcontactreportintheAssignmentstabbyThursday.Sunday:givebigsighofrelief.