COM 600 M00 Social Media Theory & Practice

Spring 2012 Thursday 2:00 - 4:50 pm Newhouse 2 355

Professor: email: twiiter office: phone: office hours: Dr. William Ward dr4ward@me.com @dr4ward NH 2, 339 443-9245 Wed. 10 AM - Noon Thurs. Noon - 2:00 PM or by apt (Also via G+ Hangouts) Twitter Class Hashtag #NewhouseSM6

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Class Description: This fast paced course examines the strategic use of digital and social media platforms and tools for professional purposes. There is an emphasis on hands-on experience and skill. Students will analyze various digital and social media platforms and tools for developing professional profiles, creating professional learning networks, creating professional content, engaging and collaborating. Students will learn how to use social media to conduct research, improve job performance, increase marketing effectiveness and efficiency, and develop strategies for integrating, evaluating and planning Social Media to achieve positive results in any field or industry. Students will also critically assess the pros, cons, and future developments related to this rapidly evolving medium. Course Objectives: Upon completion of this class students should, among other things: y y y y y understand the culture of professional social engagement and socially enabled organizations and professions; develop team building and collaborations skills through the professional use and integration of multiple social networks like Twitter, Facebook, LinkedIn, and Google+. gain insight through hands-on technical experience with professional social sharing, listening, monitoring, and analytics using Hootsuite Pro and other digital tools; evaluate internal and external social media strategy and integration from an interdisciplinary perspective across multiple departments and industries apply Social Media Theory & Case Study to a variety of industries and situations in a rapidly changing landscape

Text:. Course readings and content will be delivered entirely digital and online and mostly available for free. You will be able to access course readings and content daily/weekly. Case studies, readings, videos, industry guest speakers, and other course content will be delivered using numerous Digital and Social Media platforms and tools. You will be accessing the course content with many Social Media and Digital platforms and tools

and will be learning how to use them professionally. Social Media and Digital Platforms including RSS feeds, blogs, LinkedIn, Twitter, Google / G+, Facebook and many more. Requirements: You will be required to bring your laptop and/or tablet devices to every class. Mobile Smartphone use is also encouraged during class but you will still need to bring your laptop and/or tablet every time. Smartphones do not allow enough editing and viewing capabilities to be sufficient for class purposes. The world is watching you/us Reminder: Laptop, tablet and mobile devices are to be used for class and professional purposes only during class, not for personal social interactions. Grade Determination: Your final grade will be based upon the following: In-class Attendance & Social Media Participation 150pts / 25% Outside of Class SM Engagement & Klout Score 75pts / 12.5% Two Outside Events (NewhouseGLDSM 2/15 & 3/21 6-7 PM Herg or alternative proposals) Weekly Assignments 75 pts. / 12.5% Team Teaching Presentation 1 - Theory or Case Study 150 pts / 25% Team Teaching Presentation 2 Theory or Case Study 150 pts. / 25% Total Points 600 pts / 100% Grading Scale: 93 100% A 90 92 A87 89 B+ 83 86 B 80 82 B77 79 C+ 73 76 C 70 72 C67 - 69 D+ 63 - 66 D 60 62 D59 or less Epic Fail Skills: Students will learn by doing. Students will gain hands on experience with new digital tools and social media platforms to understand and evaluate best practices and strategy being used by professionals today. Classroom Expectations: I enjoy an open and informal classroom atmosphere. You are encouraged to share information and personal experiences, and ask questions during lectures and discussions. The most effective learning takes place during two-way communication. Your classroom participation is encouraged inside and out of the classroom and your grade will reflect your contributions. Digital and Social Media participation is mandatory. In-Class Attendance & Social Media Participation (25%): Being present in class and contributing to class discussions face-to-face and online will result in a higher grade. Failure to participate in class activities and repeatedly arriving late or being absent will lower your

participation grade. Digital and Social Media participation is mandatory. Attendance at all class meetings is expected in order to assure an even flow of information and a minimum of disruption for both me and the other members of your class. An absence will lower your grade, plus participation points for assignments done in class. We will not make any special accommodation for you if you miss an assignment or a deadline. Late assignments will not be accepted, nor made up without my prior approval. Outside of Class Engagement & Klout Score (12.5%): Learning does not take place once a week during class but on a frequent and regular basis. Daily and weekly assignments will require class engagement and reflection outside of class to demonstrate conceptual understanding and insight. Digital and Social Media participation is mandatory. Klout will be explained in class. Two Outside Events (NewhouseGLDSM 2/15 & 3/21 6-7 PM Herg or alternative proposals) Weekly Assignments (12.5%): Students learn by doing. Weekly assignments will require application and use of digital and mobile tools and social media platforms used for professional purposes. Digital and Social Media participation is mandatory. Team Teaching Presentation 1 & 2 (Theory or Case Study 50%): Student teams will design, implement, and present a multi-media deep dive presentation to teach the class on some aspect of the course subject matter. Team teaching will include 15 minute multi-media presentations followed by discussion. Examples of Presentation subjects include but are not limited to: case study of integrated social media best practice, an in-depth analysis of a particular digital tool or social media platform, a look at social marketing in different fields, etc. Instructor approval is required. Class Schedule: The following schedule is for reference only. The dates, other than the final exam date, are approximates. We will make every attempt to stay as close to these target dates as possible. Topics are subject to change.

Week 1 - January 19: Introduction to Social Media Strategy & Social Dashboard Syllabus - COM 600 Social Media Theory and Practice #NewhouseSM6 Social Media Theory and Practice #NewhouseSM6 Spring 2012 "To Do" List - Due Wed., Jan. 25

Week 2 - January 26: Social Listening Social Media Theory and Practice #NewhouseSM6 Spring 2012 "To Do" List - Due Wed., Feb. 1 Week 3 - February 2: Social Engagement Social Media Theory and Practice #NewhouseSM6 Spring 2012 "To Do" List - Due Wed., Feb. 8 Team Meetings

Week 4 - February 9: Social Collaboration Social Media Theory and Practice #NewhouseSM6 Spring 2012 "To Do" List - Due Wed., Feb. 15 Team Meetings Personal Branding, Blogs & Social Media Dashboards Week 5 - February 16: Social Analytics & Measurement Social Media Theory and Practice #NewhouseSM6 Spring 2012 "To Do" List - Due Wed., Feb. 22 Team Teaching Presentation 1 Week 6 - February 23: Advanced Social Media Tactics Social Media Theory and Practice #NewhouseSM6 Spring 2012 "To Do" List - Due Wed., Feb. 29 Team Teaching Presentation 1

Week 7 - March 1: Social Intergration Social Media U Need 2 Know #NewhouseSM4 Spring 2012 "To Do" List - Due Wed., March 7 Week 8- March 8: Content Creation Social Media Theory and Practice #NewhouseSM6 Spring 2012 "To Do" List - Due Wed., March 14 Week 9- March 15 - Spring Break Social Media Theory and Practice #NewhouseSM6 Spring 2012 "To Do" List - Due Wed., March 21 Week 10 - March 22: Social Curation Social Media Theory and Practice #NewhouseSM6 Spring 2012 "To Do" List - Due Wed., March 28 Week 11 - March 29: Team Meetings Week 12 - April 5: Team Meetings Week 13 - April 12 Team Teaching Presentation 2

Week 14 - April 19 Final Team Teaching Presentation 2 Week 15 - April 26 Review Team Teaching Presentations Week 16 - May 3 Finals Week

Academic Integrity The Newhouse School follows the Syracuse University Academic Integrity Policy, which holds students accountable for the integrity of the work they submit. Students should be familiar with the Policy [http://academicintegrity.syr.edu/] and know they are responsible to learn about instructor and general academic expectations with regard to proper citation of sources in written work. The policy also governs the integrity of work submitted in exams and assignments, as well as the veracity of signatures on attendance sheets and other verifications of participation in class activities. it is not permissible for any student to submit the same material, with substantially the same style, structure, or wording, to instructors in two or more courses. New for Fall 2011: The amended university policy to set a higher standard sanction for a first offense: course failure, accompanied by the transcript notation, Violation of the Academic Integrity Policy. The standard sanction for a first offense by a graduate or professional student is suspension or expulsion. Persons With Disabilities If you believe that you need accommodations for a disability, please contact the Office of Disability Services (ODS), disabilityservices.syr.edu, located at 804 University Avenue, room 309 or call 315 443 4498 for an appointment to discuss your needs and the process for requesting accommodations. ODS is responsible for coordinating disability-related accommodations and will issue students with documented disabilities Accommodation Authorization Letters, as appropriate. Since accommodations may require early planning and generally are not provided retroactively, please contact ODS as soon as possible. Our community values diversity and seeks to promote meaningful access to educational opportunities for all students. Syracuse University and the Newhouse faculty are committed to your success and to supporting Section 504 of the Rehabilitation Act of 1973 as amended and the Americans with Disabilities Act (1990). This means that in general no individual who is otherwise qualified shall be excluded from participation in, be denied benefits of, or be subjected to discrimination under any program or activity, solely by reason of having a disability.

You are also welcome to contact your professor privately to discuss you academic needs although faculty cannot arrange for disability-related accommodations.

Religious Observances SUs religious observances policy can be found at SUpolicies.syr.edu/emp_ben/religious_observance.htm SU recognizes the diversity of faiths represented among the campus community and protects the rights of students, faculty and staff to observe religious holy days according to their tradition. Students will be provided an opportunity to make up any examination, study or work requirements that may be missed due to a religious observance provided they notify the instructor before the end of the second week of classes. New this year: Students who plan to observe a religious holiday this term must use the online notification process on MySlice, available only the first two weeks of classes. Those notices will be available to faculty on September 12. If you are observing the Muslim holy day which falls before then, please contact your instructor directly. Use of Student Work (FERPA) The professor will use academic work that you complete this semester for educational purposes in this course during this semester. Your registration and continued enrollment constitute your permission. The professor will use academic work that you complete this semester in subsequent semesters for educational purposes. Before using your work for that purpose, your professor is required to either get your written permission or render the work anonymous by removing all your personal identification. Use of Social Media constitutes your permission as search engines archive all content created for this class.