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SPC 4350 Social Media for PR & Advertising Syllabus Spring 2011

SPC 4350 Social Media for PR & Advertising Syllabus Spring 2011

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Published by Barbara B. Nixon
Syllabus to accompany Prof. Nixon's SPC 4350 Social Media for PR & Advertising class at Florida Southern College.
Syllabus to accompany Prof. Nixon's SPC 4350 Social Media for PR & Advertising class at Florida Southern College.

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Published by: Barbara B. Nixon on Jan 07, 2011
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02/10/2011

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SPC 4400 Spring 2011, p. 1
::
 
S
OCIAL
M
EDIA FOR
PR
 
&
 
A
DVERTISING
::::
SPC 4350 · S
PRING
2011 ::
Professor: Barbara B. Nixon, Ph.D. (ABD)Office: MOD 6 at Southeastern UniversityOffice Hours: Mondays & Wednesdays 9:30-2:30 or by appointmentPhone: 863-667-5052 or barbara.b.nixon on SkypeBlog:http://publicrelationsmatters.com Twitter:BarbaraNixonE-mail:bbnixon@seuniversity.edu F2F Meetings: Mondays (& occasional Wednesdays)from 3:15-5:00 p.m. in Chatlos 101 (Computer Lab)
COURSE DESCRIPTION:
Public Relations Topics, SPC 4400, is designed to provide students withan advanced curriculum in a specific area of public relations theory or practice. In this course,we will explore emerging social media technologies and study their ethical application incontemporary PR practice. Topics we will cover include: social media and Web 2.0, blogs, wikis,podcasts, RSS feeds, viral video, social bookmarking, social media news releases, and otheremerging web technologies.Upon completion of the course, students will be able to:
 
Demonstrate knowledge of social technologies from a theoretical perspective
 
Use and author content for online PR tools
 
Analyze case studies and identify common social media problems and opportunities
 
Create a social media strategy for a client
ENGAGED LEARNING STATEMENT:
See my Teaching and Learning Philosophy on page 7
STATEMENT ON INSTRUCTIONAL TECHNOLOGY:
Because of the nature of this course, we will rely heavily on mobile, desktop and laptopcomputers to achieve our objectives. Students will use WordPress as their blogging platformand other (free) online tools and services to create their deliverables. While some computer labtime will be provided, students will complete a majority of their assignments outside of classtime.
PREREQUISITIES:
Fundamentals of Speech, Desktop Publishing, Principles of PR & Advertising,and PR Writing
 
SPC 4400 Spring 2011, p. 2
REQUIRED TEXTS:
Hay, D. (2009).
.Dalton Publishing: Austin, TX.Li, C., & Bernoff, J. (2008). 
. Boston, MA: Forrester Research, Inc.One additional trade book on social media (a list will be provided; choose one from the list).See our class blog for additional readings & podcasts.
REQUIRED EQUIPMENT:
Reliable Internet accessAccess to a video camera capable of shooting short, informal videos, such as a Flip (foruploading to YouTube)
 –
for one project at the end of the semesterAn e-mail subscription to 
.
 EVALUATION:
300 points Blog100 points Social Media Monitoring Report50 points SEO News Release100 points Trade Book Review100 points Podcast150 points
Viral
Video (team project) OR Paper (individual)200 points Social Media Resume (for yourself)OR300 points Blog100 points Trade Book Review100 points Social Media Monitoring Report (for your client)500 points Social Media Strategy & Mini-Campaign
Total possible points 1000Assignment Brief DescriptionsBlog (Options A & B)
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 to
others’ blogs, weekly.
Blog posts that are posted after their due dates may not begraded or earn credit.
There will be at least two graded Blog Checkpoints, plus a finalassessment of the blog. Citing sources in your blog is just as important as it is in any
 
OPTION A: NO CLIENTOPTION B: CLIENT
 
SPC 4400 Spring 2011, p. 3academic paper you write; plagiarism is not tolerated. Specifics about the content of your blog will be shared during the first month of class.
Social Media Monitoring Report (Options A & B)
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.
Trade Book Review (Options A & B)
After reading a trade book on public relations, new media, social media or the like, youwill create a well-designed PowerPoint, and then post the review to your blog, inaddition to presenting the information in class. (NOTE: Since part of the rationale forincluding a trade book review in this class is so that you stay current on trends andissues in PR, you may not use a trade book that you reviewed for another class.)
SEO News Release (Option A only)
Using either a traditional
news release you wrote previously (either for a “real” client or
a class) or one you write specifically for this class, you will adapt the news release usingkeywords and other strategies so that the release will be more easily discoverable viaGoogle and other search engines.
Podcast (Option A only)
Either individually or in self-selected small teams, you will create a short (~10 minute)podcast on a topic related to this course. These podcasts will be due on varying dates;you will know your podcast due date in early February.
“Viral” Video OR Paper
(Option A only)
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 (Option A only)
Create a Social Media Resume (online portfolio) for yourself. Details will be shared bythe end of January.
Social Media Strategy & Mini-Campaign (Option B only)
As part of a team, create a Social Media Strategy and design & implement a mini-campaign for a Lakeland-area client. Client choices and other details will be shared bythe end of January.

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