MMC5636IntroductiontoSocialMediaSpring2017NameRobinO’CallaghanPhoneNumberandEmailCel-507-450-3405ROCallaghan@winona.eduPrimaryemail.Thisisthebestemailtousetocontactme.OCallaghanRobin@gmail.comOnlyusethisaccounttosharedocumentswithmeviaGoogleDocs.SocialMediaHandles:ProfessorRobin-TwitterCourseWebsiteYourcourseisCanvas(UFe-Learning).Gotohttp://lss.at.ufl.edu.Clickthebluee-Learningbutton.LoginwithyourGatorLinkaccount.YourcoursewillbeintheCoursesmenuontheleftnavigation.YoumighthavetoclickAllCoursesatthebottomdependingonhowmanycoursesyouhavetakenatUF.ContactUFHelpdeskhttp://helpdesk.ufl.edu/(352)392-HELP(4357)ifyouhaveanytroublewithaccessingyourcourse.InstructorAvailabilityYoucanexpectallemailsresponsestobedonewithin24hoursMonday-Sunday.Feedbackonassignmentswillbegivenoneweekaftertheduedateunlessotherwisenoted.RequiredTextNone-readingscanbefoundinCanvas.CourseDescriptionThiscourseexposesstudentstovarioussocialmediachannelsandtheirapplicationincurrentmediaandbusiness.Thecourseexaminesthecurrenthabitsinsocialmedia,trends,andevolutioninsocialcommunicationtoprovideabetterunderstandingoftherelationshipbetweenthedifferentsocialchannelsandhowtheycanbeusedtoservetobuildbrands,andplayaroleinbusinessgrowth.Thecoursewillalsofocusoncontentcreationandhowtobuildcontentthatperformswellinsocialmedia,includingafocusonsocialanalyticsandviralcampaigns.Studentsareprovidedanopportunitytohaveafirst-handexperienceincreatingcontentontheirownsocialchannelandtestingthetheoriesandconceptspresentedinlecture.CourseLevelLearningObjectives
1. Definefundamentalsandelementsofsocialmedia(Week1).
2. Compareandcontrastsocialmediaandtraditionalmedia(Week1).3. Discusshowtointegratesocialmediawithtraditionalmedia(Week1)4. Describeandusedifferenttypesofsocialmediachannels(Week2).5. Compareandcontrastdifferentsocialmediachannels(Week2).6. Analyzeandinterpretsocialmediafeedback(Week3).7. Analyzeothersocialmediacompanies’presence(Week3).8. Discusshowjournalistsusesocialmediafornewsgathering,buildinga
personalbrand,findingnewssourcesandstoryideas(Week4).9. Discusshowsocialmediahaschangednewscoverage(Week4)10. Compareandcontrastnewscoverageonsocialmediachannelsand
traditionalmedia(Week4).11. Illustratorsocialmediaaudiences(Week5).12. Discusswaysbusinessusesocialmediaformarketingandaudience
engagement(Week6).13. Developaplantoengageaudiencesonsocialmediachannels(Week6).14. Developsocialmediacontentstrategy(Week7).15. Createandplansocialmediacontenttoengageanaudience(Week8).16. Defineanddescribebestpracticesforgathering,interpretingandusingdata
tomakedecisiononsocialmediacontentandchannels(Week9).17. Measureaudiencesitetrafficonsocialmedia(GoogleAnalytics/Facebook
Analytics)(Week9).18. Createacompanysocialmediapolicy(Week10).19. Debateethicaldecisionmakingonsocialmediacompany(Week11-12).
CoursePurpose&ExpectationsAttendanceoronlineengagementiskeytothesuccessofanycourse.Youwillwanttologintothecoursesiteatleast4outof7daysoftheweek.Iwouldrecommenddailybutthebenefitofanonlinecourseisflexibility.Youwillbespendingatleast15hoursaweekonthecoursematerialsandassignments.OwnershipEducationAsgraduatestudents,youarenotpassiveparticipantsinthiscourse.AllstudentsinthisProgramhaveabackgroundinmarketing,advertising,publicrelations,journalism,orsimilarfields.Thisclassallowsyoutonotonlytakeownershipofyoureducationalexperiencebuttoalsoprovideyourexpertiseandknowledgeinhelpingyourfellowclassmates.TheCanvasshellwillhaveanopenQ&Athreadwhereyoushouldposequestionstoyourclassmateswhenyouhaveaquestionasitrelatestoanassignmentoranissuethathascomeupatwork.Yourclassmatesalongwithyourinstructorwillbeabletorespondtothesequestionsandprovidefeedbackandhelp.Thisalsoallowseveryonetogainthesameknowledgeinonelocationratherthantheinstructorrespondingbacktojustonestudent,whichlimitstherestoftheclassfromgainingthisknowledge.
RequiredTextThereisnorequiredtextbookforthiscourse.AllreadingsandlecturesarepostedinCanvas.PrerequisiteKnowledgeandSkills:Therearenoprerequisitecoursesforthiscourse.Prerequisiteskillsinclude:• MicrosoftWord,PowerPointandExcel• Email• AccesstoAdobeAcrobatorAdobeReadertoread.pdffiles(AdobeReadercan
bedownloadedfreeofchargeathttp://www.sparkpdf.com/reader/)• AccesstoWindowsMediaPlayer,QuickTime,oranotherprogramthatwillallow
youtoaccessandviewvideosforthiscourseLateAssignmentPolicy&Make-UpPolicy:Deadlinesarecriticaltothisclass.Allworkisdueonorbeforetheduedate.Extensionsfordeadlineswillonlybeforpreapprovedemergencies.Minorinconveniencessuchasfamilyvacationorminorillnessarenotvalidreasonsforextensions.Unlessexcused,worksubmittedwithin24hoursaftertheduedatewillautomaticallybedeductedby20%.Anyassignmentaftertwoweekslateormorewillresultinazero.Youmustcompleteallcourseworktopassthiscourse.LateAssignmentsDuetoTechnicalIssues:Anyrequestsformake-upsduetotechnicalissuesMUSTbeaccompaniedbytheticketnumberreceivedfromLSSwhentheproblemwasreportedtothem.Theticketnumberwilldocumentthetimeanddateoftheproblem.YouMUSTe-mailyourinstructorwithin24hoursofthetechnicaldifficultyifyouwishtorequestamake-up.ContactUFhelpdesk(352)392-HELP.DroppingtheCourse:StudentsMUSTinformtheiracademicadvisorbeforedroppingacourse,whetherformedicalornon-medicalreasons.Youradvisorwillassistwithnotifyingprofessorsandgooveroptionsforhowtoproceedwiththeirclasses.YouracademicadvisorisTiffanyRobbert,andshemaybereachedattrobbert@jou.ufl.edu.CourseworkPolicyandSubmission:Requirementsforclassattendanceandmake-upexams,assignments,andotherworkinthiscourseareconsistentwithuniversitypoliciesthatcanbefoundintheonlinecatalogueat:https://catalog.ufl.edu/ugrad/current/regulations/info/attendance.aspxAllcourseworkshouldbesubmittedthroughCanvas.AllduedatescanbefoundinCanvas.Duedatetimeswillbe11:59EST.
CourseTopicsbyWeeks TopicWeek1 1/4/2017 WhatisSocialMediaWeek2 1/9/2017 SocialMediaChannelsWeek3 1/16/2017 SocialMediaFeedbackWeek4 1/23/2017 SocialMediaandJournalismWeek5 1/30/2017 AudienceEngagementWeek6 2/6/2017 AudienceEngagementWeek7 2/13/2017 ContentStrategyandSEOWeek8 2/20/2017 EditorialCalendars&ROIWeek9 2/27/2017 ROIContinuesWeek10 3/6/2017 SocialMediaandManagementWeek11 3/13/2017 SocialMediaPolicyWeek12 3/20/2017 FinalsWeek
WeeklyReadingsandLecturesAllreadings,recordedlecturesandvideoscanbefoundineachweekjustbelowthelearningobjectives.Youshouldwatch/readthemintheordertheyarelistedinonthispage.
SeeCanvasforthefollowing:Read:Thesearedocumentsmustbereadcompletelyastheyrelatetoassignmentsorwillbeassignmentinstructionsortemplates.Watch:Courserecordedlecturesandothervideosastheyrelatetotheweeklytopics.RecordedLectureswillbelabeledwith(RL)afterthetitle.Allothervideoswillonlyhavethevideo’stitle.PowerPointsfortherecordedlecturesarealsopostedinthecoursesitenexttoeachrecordedlecture.Grading&AssignmentsCurrentUFgradingpoliciesforassigninggradepoints:https://catalog.ufl.edu/ugrad/current/regulations/info/grades.aspx
GradingScaleA 100%to 93%A- <93%to 90%B+ <90%to 87%B <87%to 83%B- <83%to 80%C+ <80%to 77%C <77%to 73%C- <73%to 70%D+ <70%to 67%D <67%to 63%D- <63%to 60%F <60%to 0%
Note:Todetermineyourgradepercentage,takethetotalpointsyouhaveearneddividedbythetotalpossiblepoints.Thefollowingassignmentsmaybecompletedwithapartneroryoucandothesealone.(Note:IfyoucompleteWeek5PinterestPersonaassignmentswithapartneryouwillmostlikelywanttodothesameforWeeks6-8).AllassignmentsinstructionscanbefoundinCanvasatthebottomofthe“WeeklyPage.”TotalPointsfortheCourse=270WeeklyDiscussionBoardsaretitled(DB)andWeeklyProjectswillbetitled(Projects)below.Week1
• IntroduceYourself(DB)–10pts• IntegratingSocialMediaChannels(DB)–20pts
Week2
• HotSeatOriginalSummaryPost(Project/DB)-25ptsWeek3
• MonitoringtheSocialMediaFeedbackCycle(Project)–25ptsWeek4
• SocialMediaJournalismStoryCoverageor(Project)–20pts• SocialMediaandJournalismReflection(Project)–20pts
Note:Youonlyhavetocompleteoneoftheaboveassignments.
Week5• BuildPinterestPersona(Project)–20pts• BuildPinterestPersonaResponsePost(DB)–10pts
Week6
• SocialMediaEngagementIdea(Project)–25pts• SocialMediaEngagementIdea(DB)–10pts
Week7
• SocialMediaContentStrategyandSEOPlan(Project)–30ptsWeek8
• EditorialCalendar(Project)–25pts• GroupGrades–15pts
Week9
• ROI(DB)–20ptsWeek10-11
• SocialMediaandManagementStructuredDebate(DB)–30pts• GroupGrades–15pts
AllassignmentdirectionsanddetailscanbefoundunderAssignmentsorDiscussionBoardsonourcoursesite.DuedatescanbefoundunderSyllabusofourcoursesite.
YouwillalsofindaDiscussionBoardtitled#SocialSharing,thiscanbeusedtopostanyarticles,websitesorvideosyoumightrunacrosstosharewithyourpeers.Thisisnotrequired.
Asyouknow,socialmediachangessoquickly.Soinordertokeepup,Iwillpostrecentarticles,websites,orvideosatthebottomofeachweeklypage.Thesearenotrequiredreadings.
UniversityPolicies:UniversityPolicyonAccommodatingStudentswithDisabilities:StudentsrequestingaccommodationfordisabilitiesmustfirstregisterwiththeDeanofStudentsOffice(http://www.dso.ufl.edu/drc/).TheDeanofStudentsOfficewillprovidedocumentationtothestudentwhomustthenprovidethisdocumentationtotheinstructorwhenrequestingaccommodation.Youmustsubmitthisdocumentationpriortosubmittingassignmentsortakingthequizzesorexams.Accommodationsarenotretroactive,therefore,studentsshouldcontacttheofficeassoonaspossibleinthetermforwhichtheyareseekingaccommodations.StudentswithDisabilitieswhomayneedaccommodationsinthisclassareencouragedtonotifytheinstructorandcontacttheDisabilityResourceCenter(DRC)sothatreasonableaccommodationsmaybeimplemented.DRCislocatedinroom001inReidHalloryoucancontactthembyphoneat352-392-8565.Universitycounselingservicesandmentalhealthservices:
CounselingandWellnessresources http://www.counseling.ufl.edu/cwc/Default.aspx
352-392-1575**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:
● [email protected]● (352)392-HELP-selectoption2● https://lss.at.ufl.edu/help.shtml**Anyrequestsformake-upsduetotechnicalissuesMUSTbeaccompaniedbytheticketnumberreceivedfromLSSwhentheproblemwasreportedtothem.Theticketnumberwilldocumentthetimeanddateoftheproblem.YouMUSTe-mailyourinstructorwithin24hoursofthetechnicaldifficultyifyouwishtorequestamake-up.Otherresourcesareavailableathttp://www.distance.ufl.edu/getting-helpfor:
• CounselingandWellnessresources http://www.counseling.ufl.edu/cwc/Default.aspx
352-392-1575• Disabilityresources• Resourcesforhandlingstudentconcernsandcomplaints• LibraryHelpDesksupportShouldyouhaveanycomplaintswithyourexperienceinthiscoursepleasevisithttp://www.distance.ufl.edu/student-complaint-processtosubmitacomplaint.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."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.Forthisreasonanyintentionalmisrepresentationofdata,ormisrepresentationoftheconditionsorcircumstancesofdatacollection,isconsideredaviolationofacademicintegrity.Misrepresentingdataisaclearviolationoftherulesandrequirementsofacademicintegrityandhonesty.Anyviolationoftheabovestatedconditionsisgroundsforimmediatedismissalfromtheprogramandwillresultinrevocationofthedegreeifthedegreepreviouslyhasbeenawarded.StudentsareexpectedtoadheretotheUniversityofFloridaCodeofConducthttps://www.dso.ufl.edu/sccr/process/student-conduct-honor-code
Ifyouhaveadditionalquestions,pleaserefertotheOnlineGraduateProgramStudentHandbookyoureceivedwhenyouwereadmittedintotheProgram.
