PRCA 3030 Spring 2010, p. 1

OCIAL

EDIA FOR

· PRCA 3030 ·

PRING

2010 ::

Georgia Southern University

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College of Liberal Arts and Social Sciences

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Communication ArtsProfessor: Barbara B. Nixon, Ph.D. (ABD)Office: Lakeland, FL

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Office Hours: TBA (via Skype or Wimba Live Classroom in GeorgiaVIEW)Phone: 901-BNIXON4 (Google Voice, for text or voice mail) or barbara.b.nixon on SkypeBlog:http://publicrelationsmatters.com Twitter:@barbaranixonE-mail:bnixon@georgiasouthern.edu

COURSE DESCRIPTION:

In this course, we will explore emerging social media technologies andstudy their ethical application in contemporary PR practice. We will not only examine thesetechnologies from a theoretical perspective by reading scholarly research and writings from PRprofessionals, but we will also learn how to use and author content for such online PR toolsourselves. Topics we will cover include: social media and Web 2.0, blogs, wikis, podcasts, RSSfeeds, viral video, social bookmarking, social media news releases, and other emerging webtechnologies.

PREREQUISITIES:

PRCA 2330

REQUIRED TEXT:

Hay, D. (2009).

A Survival Guide to Social Media and Web 2.0 Optimization: Strategies, Tactics,and Tools for Succeeding in the Social Web

.Dalton Publishing: Austin, TX.Li, C., & Bernoff, J. (2008).

Groundswell: Winning in a world transformed by social technologies

Boston, MA: Forrester Research, Inc.See our class blog for additional readings & podcasts.

REQUIRED EQUIPMENT:

Reliable Internet accessHeadset/mic (for interaction in class discussions and creating your slidecast and podcast)Access to a video camera capable of shooting short, informal videos, such as a Flip (foruploading to YouTube)

PRCA 3030 Spring 2010, p. 2

GRADING:

250 points Blog / Engagement & Participation100 points Social Media Monitoring Report50 points SEO News Release150 points Trade Book Review / Narrated Slidecast100 points Podcast150 points “Viral” Video (team project) OR Paper (individual)200 points Social Media Resume OR Social Media Strategy

Total possible points 1000

Assignment Brief DescriptionsBlog

Starting early in the semester, you will create original content for your blog; it will bethrough this method that I will be able to assess your engagement and participation inthis course. You will add new content to your blog, including comments you post toothers’ blogs, weekly. Specifics about the content of your blog will be shared during thefirst month of class.

Social Media Monitoring Report

This assignment gives you an opportunity to learn how to monitor blog and other socialmedia content in a way that provides similar insight offered by more traditionalenvironmental scanning methods.

SEO News Release

Using either a news release you wrote previously (either for a “real” client or a class),you will adapt the news release using keywords and other strategies so that the releasewill be more easily discoverable via Google and other search engines.

Trade Book Review

After reading a trade book on public relations, new media, social media or the like, youwill create a well-designed PowerPoint and a narrate the PPT using SlideShare’sslidecasting service, and then post the review to your blog. (NOTE: Since part of therationale for including a trade book review in this class is so that you stay current ontrends and issues in PR, you may not use a trade book that you reviewed for anotherclass.)

Podcast

Either individually or in self-selected small teams, you will create a short (~10 minute)podcast on a topic related to this course. More details will be shared at my blog beforeSpring Break.

PRCA 3030 Spring 2010, p. 3

“Viral” Video OR Paper

Video Option:

In self-selected small teams, design, create and publish a short video withthe intent/hopes that the video will go viral. Your client and other details will beshared at my blog before Spring Break.

Paper Option:

Research and write a 5-7 page position paper where you will discuss atopic related to this course. Topics will be discussed in class and must beapproved in advance.

Social Media Resume OR Social Media Strategy

Choose whether to create a Social Media Resume (online portfolio) for yourself, ordesign a Social Media Strategy for a client. More details will be shared at my blog beforeSpring Break.

COURSE POLICIES:1. Attendance:

The current Georgia Southern University catalog states the following inregard to class attendance: “The student is responsible for all material presented in classand for all announcements and assignments whether or not the student is in attendance.The University does not issue an excuse to students for class absences. In case of absencesas a result of illness, representation of the University in athletic and other activities orspecial situations, instructors may be informed of reasons for absences, but these are notexcuses.”Even though this class is taught asynchronously (without an assigned time), there will beoccasions throughout the semester when I will meet virtually with the entire class. I willschedule these “class meetings” at various times so that I can best accommodate your face-to-face GSU class schedules. These sessions will often be recorded using Wimba LiveClassroom (through GeorgiaVIEW) in case you are unable to attend live.

2. Late Work and Make-Ups:

Late work is unacceptable.

Deadlines are a fact of real life

. If an unexpected occurrence (car accident, hospitalization, family death, etc.) keeps you fromthis class, you must consult the professor prior to the deadline or as soon as possible.Because this is an online course, it’s imperative that you have reliable Internet access. Allowyourself enough time before deadlines to get to another computer (such as one at thelibrary) in case yours is misbehaving.

3. Plagiarism and Academic Dishonesty:

The Georgia Southern University Honor Codestates: “I will be academically honest in all of my course work and will not tolerate theacademic dishonesty of others.” As members of the campus community, students areencouraged to actively support academic honesty and integrity in the classroom. TheCommunication Arts Department and I take the issue of academic dishonesty very seriouslyand will pursue instances of alleged dishonesty to the fullest extent. Therefore, you shouldfamiliarize yourself with the provisions for academic dishonesty in the Georgia SouthernUniversity

Code of Student Conduct

found in the current

Student Guide

. This policy applies