Matthew  J.  Kushin,  PhD  |  mattkushin.

com   Shepherd  University  


Course  Syllabus  .:.  1  

COMM  399:  Fundamentals  of  Strategic  Social  Media  
Fall  2012  |  3  Credit  Hours   Lecture:  Location:  KN  L10G   Time:  M/W/F  9:10am-­‐10am   Text:     · Likeable  Social  Media  by  Dave  Kerpen   · Zarella’s  Hierarchy  of  Human  Contagiousness:  Dan   Zarella  
Zarella  available  as  ebook  if  desired.  Both  available  on  

· Additional  required  readings  available  online     Course  Documents  &  Assignments  accessible  on  Sakai:     Course  Overview:     This  course  will  focus  on  new  and  social  media  and  their  implication  &  applications  for  strategic  media   professionals  (e.g.,  public  relations).     We  will  blend  conceptual  knowledge  with  hands-­‐on  skills.     LEAP  Goals:   Learning  Outcomes:   #2:  Intellectual  &  Practical  Skills  throughout  the  Curriculum   ▪  Inquiry  &  Analysis  ▪  Critical  Thinking  ▪  Oral  &   Written  Communication  ▪  Information   Literacy  ▪  Collaborative  Work  ▪  Lifelong   Learning    ▪  Inquiry  &  Analysis  ▪  Critical   Thinking  ▪  Oral  &  Written  Communication  ▪   Information  Literacy  ▪  Collaborative  Work  ▪   Lifelong  Learning     Assessment  based  on  ability  to:   § Demonstrate  understanding  the  strategic  use  of  new  communication  technologies  for  media  industries,   information  gathering,  group  collaboration  and  project  completion,  and  career  advancement.   § Establish  a  foundation  of  skills  and  understanding  to  be  developed  and  expanded  upon  in  future  courses.   § Apply  key  concepts  relevant  to  new  and  social  media  to  interpretation  of  manifestations  of  social   networks  in  online  environments.   § Utilize  technology  to  improve  critical  thinking  and  writing   § Apply  basic  strategic  applications  of  social  media  tools,  with  a  focus  on  4  key  intertwined  areas:   o Monitoring:  Strategies  for  identifying,  cultivating,  monitoring,  and  analyzing  information  on  the   social/real-­‐time  web.   o Metrics:  Strategies  for  setting  goals  and  what  to  measure  on  social  media.   o Optimization:  Strategic  use  of  optimization  strategies  to  maximize  potential  exposure  to   communication  content  online.   o Engagement:  Strategies  for  targeting  and  engaging  potential  publics  online.     Exams             20%  each   Group  Projects  (2)             12%  each   Personal  Branding  Project             11%   Participation  &  Group  Challenges           15%   Group  Evaluation               10%   Final  Grades:  Final  grades  will  be  determined  with  the  following  scale.  There  is  no  rounding:    
A  =     A-­‐    =   94-­‐100%         90-­‐93.9%     B+  =  86-­‐89.9%     B      =  83-­‐85.9%     B-­‐    =  80-­‐82.9%           C+  =     C      =   C-­‐    =   76-­‐79.9%  D+  =   73-­‐75.9%  D      =   70-­‐72.9%  D-­‐    =       66-­‐69.9%              F  =0-­‐59.9%       63-­‐65.9%   60-­‐62.9%  

Professor:  Matthew  J.  Kushin,  PhD   email:   Phone:  304-­‐876-­‐5361   Office  hours:  L10K   MW:10-­‐12/T:11-­‐1,  or  by  apt.  


pdf   http://bit.ftrain.Matthew­‐ thoughts-­‐on-­‐social-­‐objects/     Bring  your  class     DeFluer  -­‐  Opinion  Leaders.html   Unlocking  Social  Media  for  PR  Chapter  1  &  2   (ebook)   http://cnet.:.  Part  1:  Influencers   [4]  9/17   Mon   Digital  Influence:  Content  Sites   Mod  1  Challenge  3.  Part  1:  What  are  they  saying?   [3]  9/10       Mon   Weds   Fri   Sentiment  Analysis   Mod  1  Challenge  2.  social  object.  You  must  be   present  to  receive  credit  for  Part  1   [5]  9/24     Mon   Weds   Trends  in  Online  Behavior.  2       Tentative  Schedule   [Week]   Date   [1]  8/27       Day   Topic   New  assignments  to  be  assigned  in       Unlocking  Social  Media  for  PR  Chapter  3   (ebook)   note:  bring  earphones   Likeable  Social  Media  Chapter  6  &  7   (bring  copy  of  book)   note:  bring  earphones­‐is-­‐technorati-­‐ authority/   http://bit.  Due  assignments  in   bold   Reading  Due   Section  1:  Monitoring/Listening   Mon   Weds   Fri   Intro  to  Class.  copies  of  participation   Shepherd  University     Course  Syllabus  .  Group  Formation   Intro  to  Social   http://bit.  Exam  Review     [6]   10/01   Fri   Mon   Exam  #1   Project  #1:  Day  1   Part  1   .ly/FSM_tweetcomplaint   http://bit.  Social  Media  Issues  &  Criticisms   Group  Sign  Up   Likeable  Social  Media  –  Chapters  1  &2 Documents/­‐social-­‐ media-­‐future/       Public  Relations  &  Social  Media   [2]  9/03     Mon   Weds   Labor  Day  –  No  Class   Social  Media  Audience   Mod  1  Challenge  1:  Audience     Fri   Social  Media  Conversation   Mod  1  Challenge  2.  PhD  |­‐ objects-­‐for-­‐beginners/   http://gapingvoid.  Kushin.  &  a  copy  of  “Likeable  social   media”!   Project  completed  in  class.  Complaints  &   Negative  Posts   Social  Media  Monitoring  Challenge  #4:  Monitoring  &   Complaints   http://bit.  Google  Insight  Lab  Guide   Mod  1  Challenge  5:  Google  Insights     Social  Networks:  Key  Terms:  social  capital.  Part  2:  What  are  they  saying?   Influencers:  Two  Step  &  Diffusion   Digital  Influence:  Real-­‐Time  Web   Mod  1  Challenge  3.  Part  2:  Influencers       Monitoring  Stations     Fri   Monitoring  You  and  the  Competition.pdf     http://technorati.

 Must  be  present  for   credit.   Shepherd  University     Course  Syllabus  .   Likeable  Social  Media  Chapters  10  &  11     Bring  your  class .ly/FSM_BrandCommunity1   http://vimeo.  Part  1:  Keywords   Optimizing:  Press  Release.  &  a  copy  of  “Likeable  social   media”!   Project  completed  in  class.  You  must  be   present  to  receive  credit  for  Part  2   Section  2:  Metrics.pbs.  And  More   Mod  2  Challenge  4:  Optimizing   http://bit.  copies  of  participation   challenges.  Tone       [11]   11/5       Weds   Fri   Mon   Weds   Fri   Mod  2  Challenge  5:  Effective  Engagement  Strategies   Mod  2  Challenge  5:  Effective  Engagement  Strategies   Optimization:  Search   Mod  2  Participation   Likeable  Social  Media  Chapters  12  &  13   Hierarchy  of  Human  Contagiousness  –  p.Matthew  J.  3     Weds   Project  #1:  Day  2   Part  2     Fri   Project  #1:  Day  3   Bring  your  class  notes.copyblogger.  PhD  |   http://bit.  You  must  be   present  to  receive  credit  for  Part  3   Likeable  Social  Media:  Chapters  3  &  4   http://read.  Part  2:  SEO  Press  Release   Project  #1:  Day  1   Part  1   [12]   11/12   Mon   Project  #2:  Day  2   Part  2   .com/content-­‐ marketing/   http://bit.  copies  of  participation   http://to.  You  must  be   present  to  receive  credit  for  Part  2   Project  completed  in  class.  You  must  be   present  to  receive  credit  for  Part  1   Bring  your  class  notes.  copies  of  participation   challenges.  1-­‐26   Hierarchy  of  Human  Contagiousness  –  Finish   http://www.:.  Other  Considerations:  Basic   SEO  &  Linking   Mod  2  Participation  6.   Likeable  Social  Media  –  Chapter  8  &  9       Unlocking  Social  Media  for  PR  Chapter  4  &  5   (ebook)   http://www.  Time.  &  a  copy  of  “Likeable  social   media”!   Project  completed  in  class.  Time.  Engagement  &  Content  Strategies   [7]  10/8     Mon   Weds   Engagement  Metrics:  Planning  for  &  Measuring   Campaign  Success  on  Social  Media   Mod  2  Challenge  1:  PR  Plan   Engagement  Metrics:  Tools  &  Evaluation   Mod  2  Challenge  2:  Evaluating  Metrics     Fri   Brands:  Getting  Personal   [8]   10/15       [9]   10/22   Mon   Weds   Fri   Mon   Content  Curation   Personal  Brand  Assignment:  Strategy  Pre-­‐Report   Lab  day:  Brand  Strategy   Personal  Brand  Assignment:  Strategy  Pre-­‐Report   Fall  Break  –  No  Class   Content  Kingdom:  Content  Marketing  &  PR     Weds   Brand  Communities:  Engaging  Members  on  Facebook     [10]   10/29   Fri   Mon   Mod  2  Challenge  3:  Brand  Community  Comparison   Brand  Community  Finish.  &  a  copy  of  “Likeable  social   media”!   Project  completed  in  class.aspx   Note:  You  will  need  to  have  finished  reading   Zarella’s  Hierarchy  of  Human  Contagiousness   to  complete  the  participation  assignment   today!  Bring  copy  with  you  to  class   bring  copy  of  “Likeable  Social  Media”   Note: er   http://bit.  Optimization:  Date.

  Great  work.   § Less  than  4  –  Greater  effort  needed.     They  will  be  graded  on  either  1)  how  well  the  group  addresses  the  overarching  “problem  question”  or  2)  1   question  will  be  chosen  at  random  from  the  assignment  to  be  graded.  NCA   Thanksgiving  Holiday  –  No  Class   Thanksgiving  Holiday  –  No  Class   Thanksgiving  Holiday  –  No  Class   Crowdsourcing:  Collective  Intelligence   Personal  Brand  Strategy:  Post  Report   Crowdsourcing  Challenge   Mod  2  Participation  7:  Crowdsourcing   Project  completed  in  class.:.  This  grade  is  calculated  based  on  various  “participation   challenge”  assignments  I  will  assign  throughout  the  semester.  to  reminders  for  classes.  Schedule  is  subject  to  change.       Team  Participation  Challenges:  There  will  be  lots  of  in-­‐class  team  ‘participation  challenge’  assignments.  Includes  all  profkushin  posts  plus  unrelated  stuff  I’m  sharing  &  thinking.  9-­‐11am   Additional  Information     Consider  the  below  various  media  as  free  supplemental  services  that  you  have  the  option  of  using.  to  news  and  bits  related   to  mass  comm  and  new  media.  The  tool  should  be  related  to  course  material  (monitoring.     § 4  points=  1-­‐2  questions  not  completed  or  work  is  good  but  does  not  properly  address  questions.   Course  Policies   Participation  Grade:  A  portion  of  your  grade  comes  from  participation.  You  must  notify  me  by  Weds  class  that  you  will  be  presenting  on  Friday..   Shepherd  University     Course  Syllabus  .  issues  .  You  must  be   present  to  receive  credit  for  Part  3                       Guest  Speaker:  TBD   Lab  Day  –  I  will  open  the  lab  for  anyone  wanting  to  work   on  their  personal  brand  and/or  wanting  my  help   Personal  Brand  presentations   Personal  Brand  Strategy:  Post  Report   Personal  Brand  Presentations  (#2)  Wrapping  up   semester.  The  assignment   is:  To  find  a  FREE  social  media  tool  that  has  not  been  discussed  in  class  by  the  professor  or  presented  as  a  make-­‐up   assignment  by  another  student.  general  participation  in  classroom  discussion  and   evidence  of  preparation  (e.  PhD  |  mattkushin.  incomplete.  metrics.  4       [13]   11/19       [14]   11/26       [15]   12/03       Weds   Fri   Mon   Weds   Fri   Mon   Weds   Fri   Mon   Weds   Fri   Project  #1:  Day  3   Class  canceled.  etc).  They  must  be  earned.  They  include:   • Twitter:     o @profkushin  A  stream  of  updates  and  reminders.  Weds.  work  is  not  serious.   o @mjkushin:  personal  account.   § 5  points=  All  questions  complete  &  thoroughly  done.  Final  Exam  Review.  Note:  for  class-­‐related  questions  don’t  use  Twitter  –  use  email  or  phone.  inclusive  and  respectful  educational  environment  for  the  professor  and  fellow  students.  You  may  receive  full  credit  for   completing  the  make  up.g.  All  assignments  due  by  the  start  of  class  on  the  due   date  unless  specified  otherwise.  They  are   graded  out  of  5  points.  to  things  going  on  in  and  around  UVU.  attending  class  having  completed  the  readings).  These  will  be  presented   in  class  on  Fridays  ONLY  and  must  be  presented  by  the  Friday  after  your  absence.  Topics  relate  from  my  whereabouts  (to  help  you  hunt  me   down  on  campus).Matthew  J.  High-­‐5  awards   Note:  Readings  are  to  be  completed  by  the  date  listed  below.  These  are  not  “free”  points  distributed  to   students  just  for  showing  up.   Final  Exam  Date  &  Time:  Dec  12.  and  the  student’s  contribution  to  a   productive.     Absent  on  a  day  a  participation  challenge  is  due?   You  may  do  a  make  up  assignment  for  missed  participation  challenges  for  up  to  1  absence.  Present  a   .

 do  not  expect  a  warning  prior  to  reduction  nor  for  the  instructor  to  inform  you  that  your  grade   has  been  reduced.  Use  of  Internet  devices  to  take  notes  &  gather  information  to  inform  classroom   discussion  is  strongly  encouraged.  you  can  fax  it   to  the  communication  department  or  slide  it  under  Dr.    If  you  feel  the  call  may  be  an  emergency.       Email  &  Electronic  Communication  Policy:  I  will  prioritize  &  make  every  effort  to  respond  to  communications  sent   during  virtual  office  hours  ASAP.   v Email  subject  lines  should  include:  Class  Title  &  Your  name.   v If  you  send  me  an  email  or  any  other  electronic  communication  and  I  do  not  respond  to  it.  Do  not  expect  a  warning  or  notification  of  grade  reduction.  If  your  ringer  goes  off  during  class.   Good  resources:  justtweetit.  In  the  rare  case  that  a  student  is  not   able  to  attend  class  on  the  date  an  assignment  is  due.     Class  participation  is  important  for  the  success  of  the  class  and  to  your  success.  Being  On  Time.   Make-­‐up  Exams:  Make  up  exams  will  be  offered  only  once  per  student  with  proper  documentation  (e.  2   minutes  late  and  2  hours  late  are  treated  equally.  Make  up  exams  will  not  be   offered  beyond  2  weeks  after  it  is  scheduled  on  the  syllabus.   please  step  out  of  class.  Students  are  responsible  for  remembering  to  turn  in  assignments   (online  for  major  papers)  or  in  person  prior  to  end  of  class  on  the  due  date.  e.  Students  who  arrive  more  than  5  minutes  late  or  leave   lecture  before  it  is  complete  without  notifying  the  instructor  prior  to  the  start  of  class  will  receive  a  reduction  in   their  overall  attendance  &  participation  grade.  and  teach  students  what  its  strategic  use  is  and  specifically  how  to  use  it  in  this   way.  .  Although  I  may  speak   with  you  about  this.  “Comm  2000  –  Jane  Doe”   .  Late  assignments  will  be  accepted  for  a  20%  reduction  in  grade   (except  participation  challenges  –  see  above  for  late  work  rules  for  participation  challenges).  the  student  may  submit  the  assignment  electronically   BEFORE  the  end  of  class  on  the  assigned  day  for  full  for  more  details.  please  turn  it  off.  then  I  did  not   receive  it.  often  much   sooner.  If  you  are  having  email/internet  issues.  PhD  |  mattkushin.  You  will  always  get  a  response  from  me  if  I  received  something.  K’s  office  |  productivewebapps.   v Students  should  not  expect  responses  on  weekends  or  after  6pm.  You  are  expected  to  attend  class   regularly  and  on  time  and  to  stay  for  the  duration  of  class.  full  grade  deduction  for  each  absence  thereafter.  games  on  handheld     Attendance.  two-­‐handed  high  fives  for  students  who  miss  no   Shepherd  University     Course  Syllabus  .  Late  assignments  will   not  be  accepted  beyond  1  class  period  late.  If  you  don’t  hear  from  me  within  48  hours.  your  financial   aid  may  be  revoked  either  partially  or  in  full.  However.  5   5-­‐minute  overview  of  the  tool.  or  working  on  assignments  for  other  classes  is  distracting.  send  a  polite  reminder.:.  etc).g.  doctor’s   note)  of  absence  and  will  be  evaluated  on  a  case-­‐by-­‐case  basis.  If  you  know  you  will  be  missing  classes  –  work   with  me  ahead  of  time.Matthew  J.  We’re  all  here  to  learn  and  people  pay  a  lot  of   money  for  their  education.  otherwise.  If   your  use  of  any  device  becomes  disruptive.   and  5  or  more  is  automatic  F.  it  will  negatively  impact  your  participation  grade.  But  browsing  &  social  interaction  are  not  so  please  minimize  use  during  class.  Attendance  will  be  taken  every  class.  High-­‐fives  will  be  given  to  students  who  miss  no  more  than  2  classes  at  the  end  of  the   semester.  There  will  be  no  exceptions  to  the  late   assignment  policy.   Late  assignments:  Late  means  turned  in  ANYTIME  AFTER  the  end  of  scheduled  class  time  on  the  due  date.  This  would  result  in  an  amount  due  by  you  to  the  University   immediately..g.   Classroom  Environment:  Play  (mp3  players.  Please  refer  to  shepherd.  Kushin.  &  Leaving  Early:   Department  Attendance  policy:  3  unexcused  absences  permitted.  for  electronic  communication  occurring  outside  of  established  Office   Hours:   v Students  can  expect  to  get  a  response  to  an  email  from  me  within  48  hours  of  sending  it.       You  MUST  attend  your  classes  regularly  and  engage  in  the  requirements  for  each  class.  Make-­‐up  exams  will  be  offered  during  office  hours   and  must  be  complete  by  the  end  of  the  same  working  day  the  student  returns  to  class.  reading  non-­‐course  related   materials.

edu/mcssweb/dss/default.    In  this  course  you  will  fail  any  assignment  you  plagiarize  on.  unauthorized  use  of  resources–cheating  in  all  its  forms  is  not   Shepherd  University     Course  Syllabus  .  Additional  sanctions   may  be  taken  at  the  discretion  of  the  instructor  including  but  not  limited  to  reporting  the  incident  to  the  proper   university  authorities.     By  submitting  academic  work.shepherd.:.html  for  more  information.  and  all  other  disability  Students  guilty  of  academic  dishonesty  in  any  course  will  receive  sanction  from  the  course  instructor   and  may  face  sanctions  by  the  University.pdf).   Disability  Support  Services:  Disability  Support  Services  at  Shepherd  University  believes  that  every  student  should   succeed.    All  members  of  the  Shepherd  community  are  responsible  for  maintaining  their  own  academic  integrity   and  for  reporting  suspected  academic  dishonesty.    Sanctions  may  include   dismissal  from  the  University.   .  Students  requesting  any  disability  related   accommodation  should  contact  the  Disability  Coordinator  at  304-­‐876-­‐5453.  students  warrant  that  the  work  is  their  own  and  that  unauthorized  materials  or   resources  were  not  used.  particularly  if  there  is  a  second  reported  offense.  as  one’s  own.    Plagiarism.  This  includes  students  with  learning   disabilities  needing  classroom  accommodations.  add  “[emergency]”  to  subject  line.  6   v In  case  of  real  emergency  needing  response  ASAP.   Plagiarism  is  the  act  of  stealing  and  using.  and  works  closely  with  students  to  meet  their  needs.  students  requesting  specific  housing  accommodations  for  health-­‐ related  reasons.    Accommodations  need  to  be  documented  and  provided   to  instructors. .  Each  student  in  this  course  is  expected  to  abide  by  the  Shepherd  University  Academic   Integrity  Procedures  found  in  the  Shepherd  University  Student  Handbook   (http://www.  Don’t  abuse  this!     Academic  Dishonesty.  the  ideas  of  another  or  the  written  expression  of  the  ideas   of  another.    Please  see  http://www.  PhD  |  mattkushin.Matthew  J.  Kushin.  fraud.shepherd.

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