PRL 600 M003 (72437) Selected Topics - Social Media

Summer 2012 Twelve Weeks Online Asynchronous Tues, May 15 Sat., May 19, 2012 Face to Face (Executive Education, Rm 327)
Professor: email: twiiter office: phone: office hours: Dr. William Ward dr4ward@me.com @dr4ward NH 2, 339 315-443-9245 Open Twitter Class Hashtag #NewhousePRSM

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Class Description: This fast paced course examines the strategic use of digital and social media platforms and tools for PR and 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, engagement, and collaboration. Students will learn how to use social media to conduct research, improve job performance, increase marketing and Public Relations 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: 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 (Hootsuite Certification) 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 best practice in a variety of industries and situations in a rapidly changing landscape

Course Texts / Resources:. Course readings and content will also be delivered

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.
Course Resources: There are two required texts for this course. A number of additional readings will be provided as the semester progresses. In order to keep up with class discussion and lectures, you will need to complete the assigned readings prior to coming to class.

David Meerman Scott (2012). Real-Time Marketing & PR David Meerman Scott (2012). Newsjacking (Both books are available on Amazon, Kindle, and iPad) 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.

Grade Determination: Your final grade will be based upon the following: Weekly Social Media Engagement +Klout/Kred Score 150pts / 25% Two Outside Events 150pts / 25% Weekly Assignments 150pts / 25% Individual/ Team Teaching Presentation 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 D- /59 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 online 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. Weekly Social Media Participation + Klout/Kred Score (25%): Being present on and contributing to class discussions face-to-face and online will result in a higher grade. Digital and Social Media participation is mandatory.

Two Outside Events (25%): Learning does not take place once a week during class but on a frequent and regular basis. Attend two outside events and share them with the class via social media. Examples: Workshop, seminar, webinar, Podcast, etc. Weekly Assignments (25%): 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. Individual or Team Teaching Presentation (Theory or Case Study 25%): Student will design, implement, and present a multi-media deep dive presentation, case study, or social media plan to teach the class on some aspect of the course subject matter. Individual or 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, Social Media Strategic Plan, 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 - May 14 May 20: Introduction to Social Media Strategy & Hootsuite Pro Social Media Dashboard Syllabus - PRL 600 Public Relations Social Media #NewhousePRSM Summer 2012 Public Relations Social Media #NewhousePRSM Summer 2012 "To Do" List Due Sun., May. 20 (In-class work during week) Week 2 - May 21 May 27: Social Listening Public Relations Social Media #NewhousePRSM Summer 2012 "To Do" List Due Sun., May. 27 Real-Time Part I Revolution Time - Chapters 1 5 Week 3 - May 28 June 3: Social Engagement Public Relations Social Media #NewhousePRSM Summer 2012 "To Do" List Due Sun., June 3 Real-Time Part I Revolution Time - Chapters 6 9 Week 4 June 4 June 10: Social Collaboration Public Relations Social Media #NewhousePRSM Summer 2012 "To Do" List Due Sun., June 10 Personal Branding, Blogs & Social Media Dashboards Real-Time Part II Connect With Your Market Chapters 10 12 Week 5 - June 11 June 17: Social Analytics & Measurement Public Relations Social Media #NewhousePRSM Summer 2012 "To Do" List Due Sun., June 17 Real-Time Part III Grow Your Business Now Chapters 13 - 16

Week 6 June 18 June 24: Advanced Social Media Tactics

Public Relations Social Media #NewhousePRSM Summer 2012 "To Do" List Due Sun., June 24 Project Status Update Newsjacking Chapters 1 - 6 Week 7 June 25 July 1: Social Intergration Public Relations Social Media #NewhousePRSM Summer 2012 "To Do" List Due Sun., July 1 Project Status Update Newsjacking Chapters 7 - 12 Summer Break - Mon. July 2: Sunday July 8 Week 8 July 9 July 15: Public Relations Social Media #NewhousePRSM Summer 2012 "To Do" List Due Sun., July 15 Week 9 July 16 - July 22: Social Curation Public Relations Social Media #NewhousePRSM Summer 2012 "To Do" List Due Sun. July 22 Week 10 July 23 July 29: Individual Project Meetings

Week 11 July 30 August 5: Individual Project Meetings August 6 August 12 No class August 12 August 18: Individual/Team Teaching Presentations & Wrap Up 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. 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.