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COMM 4633 Social Media Spring 2012

COMM 4633 Social Media Spring 2012

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Published by Barbara B. Nixon
Syllabus for Prof. Barbara Nixon's Social Media for PR & Journalism course at Southeastern University.
Syllabus for Prof. Barbara Nixon's Social Media for PR & Journalism course at Southeastern University.

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Published by: Barbara B. Nixon on Jan 07, 2012
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COMM 4633 Spring 2012, p. 1
::
 
S
OCIAL
M
EDIA FOR
PR
 
&
 
J
OURNALISM
::::
COMM 4633 · S
PRING
2012 ::
Professor: Barbara B. Nixon, Ph.D. (ABD)Office: Bolin 217Office Hours: See http://bit.ly/ProfNixonOfficeHours  Phone: 863-667-5554 or barbara.b.nixon on SkypeBlog:http://publicrelationsmatters.com Twitter: @BarbaraNixonE-mail:bbnixon@seu.edu 
UNIVERSITY MISSION STATEMENT:
Southeastern, a dynamic, Christ-centered university,fosters student success by integrating personal faith and higher learning. Within our lovingPentecostal community, we challenge students to a lifetime of good work and of preparingprofessionally so they can creatively serve their generation in the Spirit of Christ.
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:
COMM 4333
REQUIRED TEXTS:
 
.Linden Publishing: Fresno, CA. (NOTE: Kindle version available.) Li, C., & Bernoff, J. (2011). 
 
.Boston, MA: Harvard Business Review Press.
 
(NOTE: Kindle version available.)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/SUBSCRIPTIONS:
Reliable Internet accessAn e-mail subscription to 
. A free account at Inbound Marketing University  A free accoun
t at Poynter Institute’s 
 
COMM 4633 Spring 2012, p. 2
GRADING:
350 points Blog50 points News University or Inbound Marketing University Presentation50 points
Groundswell 
Team Presentation100 points Social Media Monitoring Report100 points Trade Book Review / Presentation350 points Personal Learning Project
Total possible points 1000
 
Assignment Brief Descriptions:
Complete descriptions of the assignments will beavailable in BlackBoard (as links to Public Relations Matters.)
 Blog
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 anyacademic paper you write; plagiarism is not tolerated. Specifics about the content of your blog will be shared during the first month of class.
Groundswell 
Team Presentation
In teams of 3-4, you will be assigned one method of 
segmenting the “groundswell
,
thenprepare and present the chapter to the class:
Ch. 5: Listening To (Team 1)
Ch. 6: Talking With (Team 2)
Ch. 7: Energizing (Team 3)
Ch. 8: Helping the Groundswell Support Itself (Team 4)
Ch. 9: Embracing (Team 5)Additional sources / research are recommended. You can show up to 10 minutes of video as part of your presentation. NOTE: Groups should use creativity when developingtheir presentations. Possibilities for presentation methods include game show format,giving a (nongraded) quiz & then debriefing the quiz, skits, etc.
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.
News University & Inbound Marketing University Presentations
Each student will choose one NewsU and one Inbound Marketing University course tocomplete and share with the class in a ten-minute presentation. Options for courses andtheir respective due dates will be provided by the third week of class.
 
COMM 4633 Spring 2012, p. 3
Trade Book Review
After reading a trade book on public relations, new media, social media or the like, youwill create a well-designed PowerPoint/KeyNote/Prezi, and then post the review to yourblog, in addition to presenting the information in class.
Personal Learning Project
This project is designed to provide you with an opportunity to tailor an assignment toyour own learning needs and course-related interests. For this assignment, you willidentify an area of social media/PR you want to learn more about, outline a plan of study, and decide on appropriate learning deliverables to demonstrate your mastery of the material. You will then submit this plan to me for approval. Once your study planhas been approved, you will create a personal learning network to guide you in yourlearning. You may utilize any content you wish including books, web pages, videotutorials, library resources, open educational material, etc. to help you complete yourdeliverables by the deadline specified in your learning plan. In other words, you will beable to learn the material in the manner, and with the resources, of your own choice.My goal for this assignment is to prepare you for today's highly competitive and rapidlychanging workplace by allowing you to develop experience in directing your ownlearning. Today, knowledge has a very short shelf life, which means that one of the mostimportant skills you can learn while in college is to become an independent learner. It ismy hope that you take this project as an opportunity to help you enhance those skills. Itshould therefore go without saying that you shouldn't pick a topic/area you alreadymaster for this assignment. Although it would be a way to an easy project and grade,you would simply be cheating yourself and your education.

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