Soclal Medla ManagemenL syllabus / McAdams 1

!"#$%& ()*$% (%+%,)-)+.

!Cu 4930 | lall 2014 | SecLlons (M) 03uC, (1u) 03uC, (W) 03u0, (1h) 03L2, (l) 03L3
1u & 1h ln 3324 Welmer Pall - 9:33-10:23 a.m.
ually shlfLs ln Lhe lnC (2300 Welmer Pall) - from 10:40 a.m. unLll 2:43 p.m. (4-hour shlfL)

!"#$%&'$(%) Mlndy McAdams, rofessor, ueparLmenL of !ournallsm
*+,-./) mmcadams[[ou.ufl.edu
122.'3) 3049 Welmer Pall
122.'3 4(&%#) Mondays & 1uesdays 3-4 p.m. | And by appolnLmenL
122.'3 54("3) (332) 392-8436 (nC1L: emall ls beLLer. Much beLLer.)
6*78!9*) hLLp://socmeduf.wordpress.com/

/"012) 3)2#1$4.$"+
SLudenLs ln Lhls course develop and produce soclal medla ouLreach and engagemenL for Wul1.org.
1wlce a week, Lhe full class meeLs for lecLure and dlscusslon. Cnce a week, each sLudenL works a
four-hour shlfL ln Lhe lnnovaLlon news CenLer, durlng whlch soclal medla posLs abouL llorlda news are
logged, analyzed, and republlshed (ln some cases), and soclal medla accounLs for Wul1 news are
managed. ?our newsroom shlfL day and Llme ls deLermlned by Lhe course secLlon you've slgned up for ln
lSlS. Palf of Lhe course grade wlll be based on Lhe sLudenL's newsroom work durlng shlfLs.
/"012) 567)#.$8)2
AL Lhe end of Lhls course, sLudenLs wlll be able Lo:
use varlous soclal medla Lools ln a professlonal manner
Make sound declslons abouL when Lo send ouL messages vla soclal medla, and abouL Lhe
conLenL of Lhose messages
LvaluaLe approprlaLeness of llve-reporLlng for an evenL or breaklng-news slLuaLlon, reporL llve
uslng soclal medla Lools
Lxplaln how professlonal news organlzaLlons use soclal medla Lo Lhelr advanLage
ldenLlfy good and bad uses of Lechnlques deslgned Lo lncrease sharlng and promoLe vlrallLy
Lxplaln Lhe slgnlflcance of soclal medla Lo [ournallsm
MonlLor, evaluaLe and verlfy reporLs recelved vla varlous soclal medla sources
CulLlvaLe and curaLe soclal medla sources
Lxplaln Lhe value of, and eLhlcal conslderaLlons for, aggregaLlon and curaLlon
LvaluaLe effecLlveness of speclflc lnsLances of soclal medla ouLreach and engagemenL
uevelop guldellnes for soclal medla use, lncludlng verlflcaLlon procedures and eLhlcal use of
user-generaLed conLenL (uCC), for a professlonal news organlzaLlon
Lxplaln [ournallsLs' need for daLa securlLy and meLhods for ensurlng daLa securlLy
Soclal Medla ManagemenL syllabus / McAdams 2
9..)+*%+#) %+* 9..$.0*)
SLudenLs are expecLed Lo show respecL for one anoLher and for Lhe lnsLrucLor. ALLendance and arrlvlng
on Llme for class are necessary. loteoess ooJ obseoces wlll tesolt lo o lowet flool qtoJe. lf you have been
absenL, you are responslble for flndlng ouL abouL any mlssed maLerlal by golng Lo Lhe lnsLrucLor's offlce
hours. 1hese maLLers wlll noL be handled vla e-mall.
Moblle devlces musL be Lurned Cll durlng class. uo noL check LexL messages, soclal medla, emall, eLc.,
durlng class, as your lnsLrucLor conslders Lhls qulLe rude and Lherefore grounds for dlsclpllnary acLlon.
Clve your full and undlvlded aLLenLlon Lo anyone who ls speaklng ln class, lncludlng your fellow sLudenLs.
When uslng a compuLer durlng class, sLudenLs musL noL check LexL messages, soclal medla, emall, eLc.,
ooless losttocteJ to Jo so.
:; 9..)+*%+#) <"&$#$)2
> hLLps://caLalog.ufl.edu/ugrad/currenL/regulaLlons/lnfo/aLLendance.aspx
9#%*)-$# 3$2="+)2.>
Academlc dlshonesLy of any klnd ls noL LoleraLed ln Lhls course. lL wlll be reporLed Lo Lhe uean of Lhls
college, your deparLmenL chalr, and Lhe unlverslLy's uean of SLudenLs Cfflce-and lt wlll tesolt lo o
follloq qtoJe for Lhls course.
Academlc dlshonesLy lncludes, buL ls noL llmlLed Lo:
! Copylng and pasLlng Lhe words or lmages of oLhers and presenLlng Lhem as your own.
! uslng any work done by anoLher person and submlLLlng lL for a class asslgnmenL.
! SubmlLLlng work you dld for anoLher class.
:; !.0*)+. ?"+"1 /"*)
> hLLp://www.dso.ufl.edu/sccr/process/sLudenL-conducL-honor-code/
!.0*)+.2 @$.= 3$2%6$&$.$)2
SLudenLs requesLlng accommodaLlons musL flrsL reglsLer wlLh Lhe uean of SLudenLs Cfflce. 1he uean of
SLudenLs Cfflce wlll provlde documenLaLlon Lo Lhe sLudenL, who musL Lhen provlde Lhls documenLaLlon
Lo Lhe lnsLrucLor when requesLlng accommodaLlons.
:; 3$2%6$&$.> A)2"01#) /)+.)1
> hLLp://www.dso.ufl.edu/drc/
/"012) 3)%*&$+)2 %+* (%B)04 C"1B
LaLe asslgnmenLs are noL accepLed. 1hls means LhaL an asslgnmenL submlLLed laLe ls graded as a zero.
AsslgnmenLs are noL accepLed vla e-mall unless requesLed by Lhe lnsLrucLor. lf an lllness or a personal
Soclal Medla ManagemenL syllabus / McAdams 3
emergency prevenLs you from compleLlng an asslgnmenL on Llme, advance noLlce and wrlLLen
documenLaLlon are requlred. no work for exLra credlL" ls accepLed.
A)D0$1)* A)%*$+,2
All asslgned readlngs are free and wlll be llnked on Lhe Course Schedule page on Lhe webslLe. All
readlngs posLed Lhere are requlred unless oLherwlse labeled. new readlngs wlll be added LhroughouL
Lhe semesLer. 8ead and make noLes for yourself on Lhe readlngs befote 1oesJoys lectote each week. lor
Lhe mosL parL, lnformaLlon from Lhe readlngs wlll noL be repeaLed ln lecLure. Successful compleLlon of
asslgnmenLs wlll depend ln parL on Lhe readlngs. 1bete ote oo tepolteJ books.
A)#"--)+*)* E""B2
lf you'd llke some (recenL) hlsLorlcal background on Lhe changes wroughL on [ournallsm by soclal medla:
ulstoot wltoess, by Andy Carvln (2013)
nete comes vetyboJy, by Clay Shlrky (2009)
/"012) A)D0$1)-)+.2
lease make sure Lo check Lhe course webslLe ot leost ooce o week. lf you rely only on a prlnLed copy,
you may mlss a change ln Lhe schedule.
> WL8Sl1L: hLLp://socmeduf.wordpress.com/
/&%22 %..)+*%+#) %+* 4%1.$#$4%.$"+
olnLs wlll be subLracLed lf you mlss more Lhan one (1) class meeLlng, are chronlcally laLe, leave class
early, or show lnaLLenLlon. arLlclpaLlon ls expecLed, polnLs wlll be subLracLed lf you do noL conLrlbuLe.
(1hls refers Lo Lhe lecLure porLlon of Lhe course.)
;0&F$&&-)+. "F +)@21""- 2=$F. *0.$)2
1he secLlon of Lhls course for whlch you are reglsLered deLermlnes Lhe day of your shlfL. ?our shlfL
beglns ptomptly aL 10:40 a.m. on LhaL day and eoJs ot 2:43 p.m. ?ou may Lake one 30-mlnuLe break.
LxcepL for LhaL break, you musL sLay ln or near Lhe deslgnaLed soclal medla seaL ln Lhe newsroom durlng
your shlfL. lf you cannoL work your asslgned shlfL on a parLlcular day, you musL flnd a replacemenL from
among Lhe sLudenLs ln Lhls course. Mlsslng a shlfL (wlLhouL a replacemenL) ls a serlous breach of
professlonal conducL and wlll resulL ln a severe grade penalLy.
A)4"1.2 "+ >"01 2=$F.2
WlLhln 24 hours of Lhe end of eocb of your newsroom shlfLs (LhaL ls, before 2:43 p.m. on Lhe followlng
day), you wlll produce and submlL a Coogle documenL as a record of Lhe soclal medla posLs and sLaLuses
you monlLored, evaluaLed and/or produced durlng your shlfL. 1he newsroom shlfL porLlon of your grade
depends Lo a large degree on Lhese reporLs. use Lhe LemplaLe provlded (llnk on Lhe course webslLe).
Soclal Medla ManagemenL syllabus / McAdams 4
922$,+-)+.2 %+* 41)2)+.%.$"+2
1hroughouL Lhe semesLer you wlll be asslgned several Lasks relaLed Lo soclal medla and [ournallsm.
1asks lnclude wrlLLen assessmenLs and ln-class presenLaLlons. Crades for Lhese wlll be pass/fall. lalllng
grades wlll be asslgned for work below a C level. CompleLe lnsLrucLlons for each asslgnmenL wlll be
posLed on Lhe course webslLe. 1he LoLal for Lhese asslgnmenLs accounLs for 30 percenL of your course
grade. Lxamples: lf Lhe LoLal ls 7 asslgnmenLs and you fall 1, lnsLead of 30 polnLs you would have 23.7
polnLs. lf Lhe LoLal ls 10 asslgnmenLs and you fall 1, lnsLead of 30 polnLs you would have 27 polnLs. (lL ls
expecLed LhaL Lhere wlll be 7 of Lhese asslgnmenLs, buL LhaL mlghL be ad[usLed.)
lormula: 30 / number of asslgnmenLs = polnL value of one asslgnmenL
G@$..)1 2#%8)+,)1 =0+.
1hls asslgnmenL ls separaLed from Lhe oLhers and accounLs for 10 percenL of your course grade. lL
requlres you Lo be oo compos ooJ lo Coloesvllle for aL leasL parL of Lhe four-day perlod SepL. 4-7. ?ou
musL use a smarLphone and 1wlLLer durlng LhaL Llme. lf yoo Jo oot owo o smottpbooe capable of posLlng
Lo 1wlLLer and Laklng phoLos, you musL borrow one.
G)2.2 %+* D0$HH)2
1here are no LesLs or qulzzes ln Lhls course.
I1%*)2 %+* I1%*$+, <"&$#$)2
newsroom shlfLs/shlfL reporLs 30 polnLs
1wlLLer scavenger hunL 10 polnLs
CLher asslgnmenLs, presenLaLlons 30 polnLs
ALLendance/parLlclpaLlon (lecLures) 10 polnLs
1C1AL 100 polnLs

92-100 polnLs A 72-77 polnLs C
90-91 polnLs A- 70-71 polnLs C-
88-89 polnLs 8+ 68-69 polnLs u+
82-87 polnLs 8 62-67 polnLs u
80-81 polnLs 8- 60-61 polnLs u-
78-79 polnLs C+ 39 polnLs or fewer L
:; <"&$#$)2 %6"0. !.0*)+. I1%*)2
> hLLps://caLalog.ufl.edu/ugrad/currenL/regulaLlons/lnfo/grades.aspx
/"012) J8%&0%.$"+2
SLudenLs are expecLed Lo provlde feedback on Lhe quallLy of lnsLrucLlon ln Lhls course based on 10
crlLerla. 1hese evaluaLlons are conducLed onllne: hLLps://evaluaLlons.ufl.edu
Soclal Medla ManagemenL syllabus / McAdams 3
LvaluaLlons are Lyplcally open durlng Lhe flnal weeks of Lhe semesLer. SLudenLs wlll be glven speclflc
daLes when Lhey are open. Summary resulLs of Lhese assessmenLs are avallable Lo sLudenLs:
hLLps://evaluaLlons.ufl.edu/resulLs/
/"012) !#=)*0&) %+* A)D0$1)* A)%*$+,2
lease noLe LhaL many lmporLanL deLalls are on Lhe webslLe (hLLp://socmeduf.wordpress.com/) and do
noL appear hereln. Look aL Lhe CCu8SL SCPLuuLL page every week.
8eadlngs musL be read befote Lhe class meeLlng, you are expecLed Lo be ready Lo dlscuss Lhe conLenLs of
Lhe asslgned readlng(s) durlng class on LhaL day. Llnks Lo readlngs appear on Lhe webslLe on Lhe Course
Schedule page.
C))B K L 90,M NO
No osslqoeJ teoJloqs tbls week.
1u lnLroducLlon Lo Lhe course, requlremenLs, expecLaLlons
1h Soclal medla lnvenLory: Who uses whaL, and whaL for?
No oewstoom sblfts tbls week
C))B N L !)4.M K
1u Pow [ournallsm orgs use soclal medla - 8LAulnCS for toJoy are llnked on Lhe webslLe
1h CuesL speaker: Cary Creen, depuLy news edlLor and dlglLal dlrecLor of Lhe lnC
ually newsroom shlfLs 1u-l
keoJloqs fot oll sobsepoeot closs meetloqs wlll be llokeJ oo tbe cootse webslte.
C))B P L !)4.M Q
:;* Monday, SepL. 8: 1wlLLer Scavenger PunL (llnk on Lhe webslLe)
1u 1wlLLer: followlng, reLweeLlng, your persona, real names, hashLags, eLc., 1weeLueck vs. PooLsulLe
1h CuesL speaker (1k)
ually newsroom shlfLs M-l
1be Nlk soclol meJlo osslqomeot wlll be Joe oo Jlffeteot MooJoys fot Jlffeteot stoJeots, weeks 4-7.
C))B R L !)4.M KO
1u CuesL speaker: SLeve Myers, edlLor aL 1he Lens, new Crleans
1h verlflcaLlon and facL checklng
ually newsroom shlfLs M-l
C))B O L !)4.M NN
1u verlflcaLlon examples and besL pracLlces
1h <( '/-##, your professor wlll be aL a conference
ually newsroom shlfLs M-l
Soclal Medla ManagemenL syllabus / McAdams 6
C))B S L !)4.M NT
1u !ournallsLlc use of lacebook: age vs. person", seLLlng up a age wlLh mulLlple admlns, frequency of
sLaLus updaLes, examples
1h CuesL speaker: 8rldgeL Crogan, Wul1 news asslsLanL dlrecLor
ually newsroom shlfLs M-l
C))B U L 5#.M S
1u CuraLlon and aggregaLlon 1: fllLers, gaLekeeplng, followlng, aLLrlbuLlon, use of 1wlLLer llsLs
1h CuesL speaker (1k)
ually newsroom shlfLs M-l
C))B Q L 5#.M KP
:;* Monday, CcL. 13: CuraLlon and aggregaLlon asslgnmenL
1u vlral medla and sharlng behavlors: research and examples
1h CuesL speaker (1k)
ually newsroom shlfLs M-l
C))B T L 5#.M NV
:;* Monday, CcL. 20: vlral medla asslgnmenL
1u Audlence meLrlcs and analysls: Pow and why
1h Audlence meLrlcs and analysls: consequences
ually newsroom shlfLs M-l
1be Nlck ktlstof osslqomeot wlll be Joe oo Jlffeteot MooJoys fot Jlffeteot stoJeots, weeks 10-1J.
C))B KV L 5#.M NU
1u Llve coverage of evenLs, breaklng news
1h Llve coverage: eLhlcs, Lransparency - plus sLudenL presenLaLlons (1sL)
ually newsroom shlfLs M-l

ocb stoJeot most complete o llve-tweetloq osslqomeot betweeo 1bots., Oct. J0 , ooJ Moo., Nov. 17.
C))B KK L W"8M P
1u CuraLlon and aggregaLlon 2: crowdsourclng, uCC, eLhlcs, copyrlghL
1h news [udgmenL and news values vs. publlc engagemenL - plus sLudenL presenLaLlons (2nd)
ually newsroom shlfLs M-l
C))B KN L W"8M KV
1u <( '/-##, Loday ls a ul hollday
1h CommunlLy and reachlng ouL, whaL ls engagemenL"? (Local counLy backgrounder explalned)
ually newsroom shlfLs M, W-l
Soclal Medla ManagemenL syllabus / McAdams 7
C))B KP L W"8M KU
1u uaLa proLecLlon, securlLy, prlvacy-for [ournallsLs
1h news orgs' soclal medla guldellnes (parL 1) - plus sLudenL presenLaLlons (3rd)
ually newsroom shlfLs M-l
C))B KR L W"8M NR
:;* Monday, nov. 24: Local counLy backgrounder asslgnmenL
1u news orgs' soclal medla guldellnes (parL 2)
1h <( '/-##, Loday ls 1hanksglvlng
ually newsroom shlfLs M-1u
C))B KO L 3)#M K
1u ?our soclal medla proflle: lnvenLory (ln-class asslgnmenL)
1h Summary of krlsLof asslgnmenLs - plus sLudenL presenLaLlons (4Lh)
ually newsroom shlfLs M-l
C))B KS L 3)#M Q
1u Summlng up: WhaL does Lhe fuLure hold?
1h <( '/-##, classes end Wednesday
ually newsroom shlfLs M-W

:; 3%.)2 X;%&& NVKRY
Classes begln Aug. 23
urop/Add Aug. 23-29
Classes end uec. 10
llnal exams uec. 13-19
SepL. 1 Labor uay
CcL. 17-18 Pomecomlng
nov. 11 veLerans uay
nov. 26-29 1hanksglvlng