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MMC 5636 Introduction to Social Media Spring 2017 Name Robin O’Callaghan Phone Number and Email Cel-507-450-3405 [email protected] Primary email. This is the best email to use to contact me. [email protected] Only use this account to share documents with me via Google Docs. Social Media Handles: ProfessorRobin - Twitter Course Website Your course is Canvas (UF e-Learning). Go to http://lss.at.ufl.edu. Click the blue e- Learning button. Login with your GatorLink account. Your course will be in the Courses menu on the left navigation. You might have to click All Courses at the bottom depending on how many courses you have taken at UF. Contact UF Helpdesk http://helpdesk.ufl.edu/ (352) 392-HELP (4357) if you have any trouble with accessing your course. Instructor Availability You can expect all emails responses to be done within 24 hours Monday-Sunday. Feedback on assignments will be given one week after the due date unless otherwise noted. Required Text None-readings can be found in Canvas. Course Description This course exposes students to various social media channels and their application in current media and business. The course examines the current habits in social media, trends, and evolution in social communication to provide a better understanding of the relationship between the different social channels and how they can be used to serve to build brands, and play a role in business growth. The course will also focus on content creation and how to build content that performs well in social media, including a focus on social analytics and viral campaigns. Students are provided an opportunity to have a first-hand experience in creating content on their own social channel and testing the theories and concepts presented in lecture. Course Level Learning Objectives 1. Define fundamentals and elements of social media (Week 1).

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Page 1: MMC 5636 Introduction to Social Media Spring 2017 · 2. Compare and contrast social media and traditional media (Week 1). 3. Discuss how to integrate social media with traditional

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).

Page 2: MMC 5636 Introduction to Social Media Spring 2017 · 2. Compare and contrast social media and traditional media (Week 1). 3. Discuss how to integrate social media with traditional

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.

Page 3: MMC 5636 Introduction to Social Media Spring 2017 · 2. Compare and contrast social media and traditional media (Week 1). 3. Discuss how to integrate social media with traditional

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.

Page 4: MMC 5636 Introduction to Social Media Spring 2017 · 2. Compare and contrast social media and traditional media (Week 1). 3. Discuss how to integrate social media with traditional

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

Page 5: MMC 5636 Introduction to Social Media Spring 2017 · 2. Compare and contrast social media and traditional media (Week 1). 3. Discuss how to integrate social media with traditional

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.

Page 6: MMC 5636 Introduction to Social Media Spring 2017 · 2. Compare and contrast social media and traditional media (Week 1). 3. Discuss how to integrate social media with traditional

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.

Page 7: MMC 5636 Introduction to Social Media Spring 2017 · 2. Compare and contrast social media and traditional media (Week 1). 3. Discuss how to integrate social media with traditional

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:

Page 8: MMC 5636 Introduction to Social Media Spring 2017 · 2. Compare and contrast social media and traditional media (Week 1). 3. Discuss how to integrate social media with traditional

● [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.

Page 9: MMC 5636 Introduction to Social Media Spring 2017 · 2. Compare and contrast social media and traditional media (Week 1). 3. Discuss how to integrate social media with traditional

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

Page 10: MMC 5636 Introduction to Social Media Spring 2017 · 2. Compare and contrast social media and traditional media (Week 1). 3. Discuss how to integrate social media with traditional

Ifyouhaveadditionalquestions,pleaserefertotheOnlineGraduateProgramStudentHandbookyoureceivedwhenyouwereadmittedintotheProgram.


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