Prerequisite: None

Course Goals

Understand the history and role of social media in society

Learn how to use social media for business platforms and related tools
to create content and engage a specific audience
Evaluate, analyze, and research behavior on social media platforms
Learn how to develop social media strategies
Understand the importance of social media collaboration with other
disciplines such as PR, graphic design, advertising, journalism, etc.
Learn social media platform management tools and how to create a
weekly content calendar, track progress with analytics, improve brand
engagement and grow a brand
Build teamwork skills while collaborating with others

Learning Strategies

Students will participate in class discussions and activities,

independent reading of the textbook, independent research, and
hands-on assignments within groups to obtain knowledge of and
application use across multiple social media platforms.

Required Books and Materials

Back-up memory device e.g. thumb drive, external storage or cloud

service

Student Google accounts have unlimited storage

SLACK- Free

https://slack.com/
Canva Basic Account - FREE

https://www.canva.com/

Textbook

Berger, Jonah (2013). Contagious, Why Things Catch On

ISBN: 9781451686593

Online Blogs

https://www.socialmediatoday.com/
https://later.com/blog/
https://adage.com/
https://www.forbes.com
https://sproutsocial.com/insights/

Social Media Apps

Capcut
TikTok
Instagram
Facebook
Pinterest

Semester Zoom Link:

https://moravian.zoom.us/j/93354318870?
pwd=Q0VySkdDSzVTZ2JvczdrWVNJZ0dTZz09

Code:171843
Course Calendar

TOPIC Reading

Assignments

In-Class Activities

"About Me" Assignment

1/17 Introduction/ Expectations Syllabus Review

Contagious: Into & Chapter 1

Social Media Today
1/22
Social Media Evolution
Social Media Project Partners
Social Media Campaign
Overview
1/24 Pick Social Media Project
Business
Social Media Audits /
Competitors
6 Pillars to a Successful Social
1/29 Media Platform
“Later” Blog Reading of Choice
Partner Breakout
1/31 Social Media Project Part 1:
Instagram / Threads
Intro/Audit

Asynchronous Partner Work Meeting Minutes

2/5
2/7 Facebook Contagious: Chapter 2

Let’s Get “Creative” - Branding

2/12
Paper # 1 Due : Let’s Get Social
Canva & Editing Tools
2/14 “Social Media Today” Reading of
TikTok Choice

Video Editing
2/19
Contagious: Chapter 3
Partner Breakout
Social Media Project Part 2:
2/21 Facebook
Asynchronous Partner Work
Meeting Minutes
2/26
Spring Break*

2/28 Spring Break*

Guest Speaker

Social Media Project Part 3:

Instagram
Influencer Marketing
Contagious: Chapter 4
Asynchronous SMC Group
3/11 Meeting Minutes
Work
Major Social Media KPI’s/ Metrics
- THE BASICS “Social Media Today” Reading of
3/13
Choice
Social Media Reporting
Social Media Project Part 4:
3/18 Partner Breakout
TikTok
3/20 Influencer Guest Contagious: Chapter 5
3/25 Leveraging AI TikTok Takeover Paper #2 Due
Asynchronous SMC Group Social Media Project Part 5:
3/27
Work Influencer Strategy

TikTok Video Creation Assignment -

TikTok Presentations
submit prior to class
 2023 Changes
Contagious: Chapter 6
to Social
Asynchronous SMC
Group Work
Meeting Minutes

4/10 Succesful Social Campaigns “Later” Blog Reading of Choice

“Social Media Today” Reading of
4/15 Partner Breakout
Choice
Asynchronous SMC
4/22 Meeting Minutes
Group Work
Student Final
4/24 FINAL SMC Presentation DUE - 12pm
Presentations

Assignment Details:

Social Media Project Overview:

Semester-long Social Media Analysis and Improvement Project!

In this exciting venture, you have the freedom to choose a business

with your partner ( approved by the professor) that piques your
interest. Your mission: dive deep into their current social media
strategies, unravel the successes and shortcomings, and uncover
golden opportunities for enhancement.

Social Media Project Part 1: Audit & Analysis ( Partner

Collaboration/Individual Paper Submissions)

100 pts

Paper: 4-6 pages

The first step of your project is to determine and analyze your
business’s content and strategies on their social platforms: specifically
Instagram, Facebook, and TikTok.

In addition, you should pick two “competitors” for your business and
compare your business’s strategy and content to those competitor’s.

What should this paper include?

A short introduction/understanding of your business and why you

chose them for this project

What are their Strengths? Weaknesses? Opportunities?

Who are they? What do they offer? Who is their target audience?

Competitor's Analysis

What conclusions can you draw about your competitors’ social media?
Based on your findings, what are some upfront suggestions you would
make to improve your businesses’ social media.

Social Media Project Part 2: Facebook (Partner Work)

25 Points

Creative Presentation

Create your Facebook strategy for your business.

Some things to think about:

Will you need Facebook Events?

Facebook groups?
 Will you have a specific posting strategy?
What will the posts look like? Provide at least three different post
examples. At least one of the three should have a design aspect to
them.

These should not be screenshots of posts the business has created,

they all need to be self created and designed.

Will you have contesting? What will that look like?

What will your engagement strategy look like?
Who are you reaching?

Social Media Project Part 3: Instagram (Partner Work)

25 Points

Creative Presentation

Create your Instagram strategy for your business.

Some things to think about:

Will you create Reels?

Instagram stories or particular highlights?
Will you have a specific posting strategy?
What will the posts look like? Provide at least three different examples.
At least one of the three should have a design aspect to them.

These should not be screenshots of posts the business has created,

they all need to be self created and designed.
Will you have contesting? What will that look like?
Who are you reaching?
Are there other tools on Instagram you will leverage?

Social Media Project Part 4: TikTok ( Partner Work)

25 Points

Creative Presentation

Create your TikTok strategy for your business.

Some things to think about:

Will you have a specific posting strategy?

Will you have contesting? What will that look like?
Will you go live? If so, what types of live TikToks will you host?
What will your engagement plan look like?
Who are you reaching?

Social Media Project Part 5: Influencers ( Partner Work)

25 Points

Creative Presentation

Create your Influencer marketing strategy for your business.

Some things to think about:

What types of influencers are you looking to work with?

Pick 3 influencers and share information and details as to why you
chose them
Who are their audiences, and why do you feel they will benefit your
program?
What are the deliverables you will be asking them for?
What are you providing them with in return for their deliverables?

Is it paid or unpaid?

Social Media Project Final Presentation ( Partner Work)

300 pts

Visual Presentation/ Portfolio

Using the feedback and learnings through the semester, finalzie your
individual Social Media Projects presentations into one larger strategy
deck. You will presented with your partner to the class on your
learnings and specific strategy recommendations for your business.
You will be graded on the following:

Feedback updates based on previous portfolio time throughout the

semester with the professor
Presentation format, design and structure
Creativity and ideation
Self Designed Mock-Up social media posts and efforts across all
platforms
Public Speaking & organization
Understanding of semester long project
Meeting Deadline

Course Papers & Discussions:

Paper #1- Let’s Get Social

 100 Points

4-6 Pages /MLA

Based on your learnings from our recent lectures, write a paper that
explains how you can use the “6 Pillars of Success” to leverage your
brand/product in your Social Media Project.

Which two pillars do you feel your brand/product can benefit from
focusing on? Do you think influencers would be beneficial for your
campaign? Why or why not? In addition, research 3-4 social media
scheduling platforms for scheduling and analytics. Which one will you
use and why? In conclusion, how will all of these benefit your
campaign?

Paper #2 - TikTok Takeover

100 points

Paper: 4-6 pages / MLA

The purpose of this paper is to have a better understanding of TikTok

and its’ success in the marketing world. With additional research, let’s
look at the following:

What makes TikTok's so successful?

Why is this platform outperforming others like Instagram and
Facebook?
Who is TikTok’s biggest competitor, and why?
Why is this algorithm so different compared to other social media
platforms?

Find a business that you think does a good job marketing through
Tiktok, summarize their tactics, and explain why you think they do such
a great job.

TikTok Video Creation Contest - Individual Project

50 points

The purpose of this assignment is to get familiar with some of the free
editing apps and understand current trends on TikTok. Using a trend
assigned randomly, please make a video that you feel follows the trend
but add your own authenticity to it.

Reading Discussions

30 Points Each

Each chapter associated with the reading, “Contagious” will have a

discussion board on Canvas. Students are asked to answer the
prompts associated with the chapter’s board. The due dates are listed
above and on the Canvas board. In addition, you will be asked to read
short articles from online social media resources which will also have
complimentary discussion boards. There are NO LATE ACCEPTIONS
FOR THESE ASSIGNMENTS. Failure to submit your discussion by the
assignment due date will result in a zero.

Asynchronous Class Meeting Minutes

30 Points Each

Asynchronous classes will each have their own assignments posted on

Canvas. This can be done in person or via Zoom. Each group will be
asked to report meeting minutes of what they accomplished and
worked on during that time.
Technology Requirements and Support

Students must be able to use Canvas and Zoom

If you need any assistance with Canvas, please click on the "Help"
option on the left navigation menu on your dashboard. If you have
technical difficulties, you may also contact Moravian University IT
support at this website. Keep in mind, their hours are Monday - Friday
7:30AM - 4:30PM and are not available on weekends.

Course Requirements and Hours Spent on Coursework:

Hours Spent Outside Class:

In-class time = 6 hours per week (Total 90 hrs)

Time spent on reading and assignments outside the classroom = 50 hrs
(approx)
Time spent on research and writing = 10 hours (approx)
Time studying for any tests or quizzes = 10 hours (approx)

Academic Code of Conduct

Please reference the University policy in the Student Handbook.

Plagiarism and cheating are serious offenses that erode the academic
environment. Moravian University and the Department condone no
form of plagiarism- Defined as the use of another’s words, ideas, visual
or verbal material as one’s own without proper permission or citation.
Each student has the responsibility to make sure they have a clear
understanding of this important issue and how it applies to their work.
This includes material found on the Internet.

Plagiarism in any form will not be tolerated and will result in a failing
grade. Cheating on exams or quizzes is not tolerated and will result in a
failing grade. Written assignments are designed to engage students
with material covered in class through personal reaction. Papers must
be your own thoughts, ideas, impressions, or reflections. The Internet
can provide valuable source material, but remember that not all
published sites are legitimate. Students who violate the standards of
academic honesty face serious disciplinary consequences, including
referral before the honor council and/or immediate course failure. For
further information, please refer to the Moravian University policy in the
Student Handbook.

http://www.moravian.edu/static/studentLife/handbook/academic/acade
mic2.html

GRADING POLICIES
The instructor has the authority to apply qualitative
judgment in determining grades for an assignment or
for a course.

All assignment groups carry a “grade weight” toward the final grade.
You can see the grade weights on the “Syllabus” tab on the left-hand
menu bar. Once you are on the “Syllabus” page, the grade weights are
listed on the right. Your grades for your assignments will be posted on
Canvas. See this “Course Guide” to learn how to see the status of your
grade on Canvas at any point during the semester.
Remember, it is within the instructor’s purview to use academic
engagement as a factor in grading. This means that if you do not
contact your instructor regarding any absences, supply proper
documentation, make arrangements to make up work, or are not
regularly in class meetings on time and prepared -- there will likely be
an impact on your grade.
During these challenging times, we all understand that there are many
things that we cannot control. Take charge of your attendance to the
extent that you can, be proactive, and stay in touch with your instructor
to ensure your success in this course.
Late Assignments will have 10 points deducted daily after the due date
Medical Emergencies are the only excuse for a late assignment. Please
work with your professor to communicate if or when you won’t be able
to turn an assignment in on time due to an emergency.

Standard numeric grading scale:

A 94-100

A- 90-93

B+ 87-89

B 84-86

B- 80-83

C+ 77-79

C 74-76

C- 70-73

D+ 67-69

D 64-66

D- 60-63
 F below 60

STUDENT EXPECTATIONS AND POLICIES: Virtual

Classroom

During online synchronous meetings, students are expected to have

video and audio turned on for the entire class, unless other
arrangements are made in advance with the professor. Students that
fail to do so will not receive attendance or participation points for that
class. Students should:

dress appropriately, sit up (not lying down)

Class should not be taken from your bed, failure to follow these rules
will result in absence for the the entire class period.

Students should find an appropriate location to take the online course

that offers no distractions, or noise and has a solid wi-fi connection.

ATTENDANCE STATEMENT
Attendance means more than simple physical presence in the
classroom and/or participating in Zoom meetings. It encompasses
academic engagement as appropriate for the course: demonstrations,
tutorials, hands-on projects, active participation, peer group work, and
engaged discussions. Attendance means more than being present or
signed on - it means actively participating and being engaged in class
activities.

As a matter of courtesy, whenever you find it necessary to be absent

from class, you should inform the instructor as soon as possible and
remain in communication with the instructor to ensure all missed work
is appropriately addressed and/or completed.

On-time, consistent regular attendance for class meetings is expected,

but instructors understand that emergencies arise. They will work with
you, but you need to stay in touch with them.

Keeping up with material: Your syllabus and Canvas course shell

provide information about what is being taught in the course on any
given date. It is your responsibility to keep up, but talk to the instructor
about specific projects and activities if you have questions about how
to do so. Permission to make up class work is at the discretion of the
instructor.

The instructor will return your contact about absences. If you do not
contact your instructor, their first step will be to reach out to you and
work with you. The next step will involve connecting you with the
Student Success Office; they are available to assist you with any
attendance issues or other concerns. We all want you to succeed.

Be Proactive about attendance

Planned Absences: Let your instructor know in advance, preferably 24

hours before the class. Appropriate supporting documentation must
be provided.

Religious observances: All holidays or special events observed by

organized religions will be honored for those students who show
affiliation with that particular religion.
Jury Duty, National Guard Duty, or other official civil responsibilities
Family emergencies (for example, caring for an ill family member)
Funeral for immediate family member
Campus obligations - required field trips, research experiences, public
performances, conference presentations, NCAA competitions

Unplanned Absences: Contact instructor as soon as possible. If the

absence will be extended beyond one-course meeting, please indicate
your expected return in your contact. Follow up with appropriate
supporting documentation.

Illness - follow guidance from the Health Center

Family emergencies
Death in family

Being unable to attend an in-person class: If you are unable to

physically attend an in-person class because of quarantine, caring for
an ill family member, etc., but could attend online or do coursework at
home, be in touch with your instructor as early as possible. Instructors
will work with you so that you are able to remain academically engaged.

Supporting Documentation
Note from the Dean’s Office, Student Success, the Accessibility
Support Center or verified with a doctor’s note.

Attendance Expectations
Online synchronous meetings: The Department requires that students
must present themselves professionally during zoom meetings, as
though they were in a regular classroom. This means:

1. Students must have video and audio turned on for the entire class,
unless other arrangements are made in advance with the
professor.
 2. Students must be dressed appropriately.
3. Students should be sitting up (not lying down) and not smoking.

Inclement Weather/Changes in Class Format: The college may need to

close for in-person classes due to inclement weather or other issues. If
so, your instructor may be able to switch to on-line teaching for this
class meeting. Your instructor may also need to change to online
format for other reasons for a meeting, such as transportation issues.
They will let you know by their preferred contact method at least one
hour prior to class meeting time.
Scheduling appointments: Appointments with doctors, dentists,
lawyers and other offices should be scheduled outside class meeting
times.
On-Time Attendance: You are expected to attend class meetings on
time. When an emergency forces you to be more than 15 minutes late
for a class meeting, be in contact with your instructor as soon as
possible. The college offers time-management workshops to assist you
with being on time. You will have to make up any missed material at the
discretion of the instructor.
Be prepared for class - have your supplies ready. Whether you are in
the classroom or working remotely, you are expected to be ready to go
at the beginning of class and have your supplies ready.
Staying engaged for the entire class meeting: Getting started in the
class meeting on time is good, but staying engaged is even more
important. Stay active and participate throughout the class meeting. If
something happens to prevent your doing so (i.e., loss of electrical
power during a remote class meeting), be sure to inform your
instructor.

STUDENT RESOURCES MODULE ON CANVAS

Students are encouraged to read the information in the “Student
Resources Module” on Canvas for updated links to technical support
services, academic support services, accessibility policies and
services, and other essential student resources such as Reeves Library,
Health Center, Student Life, Writing Center, and Counseling Center.

Accessibility Statement

Moravian University is committed to ensuring the full participation of all

students in its programs. If you have a documented disability (or you
think you may have a disability) and, as a result, you need a reasonable
accommodation to participate in this class, complete course
requirements, or benefit from the institution’s programs or services,
contact the Accessibility Services Center (ASC) as soon as possible. To
receive any academic accommodation, you must be appropriately
registered with ASC. The ASC works with students confidentially and
only discloses disability-related information on a need to know basis or
with the student’s permission. To contact the Accessibility Services
Center (ASC), located in the lower level of the HUB call 610-861-1401,
or email asc@moravian.edu .

Mandated Reporting

Moravian University adheres to all federal and state civil rights laws and
regulations prohibiting discrimination in private institutions of higher
education. The University does not discriminate against any employee,
applicant for employment, student, or applicant for admission on the
basis of actual or perceived race, ethnicity, color, sex, religion, age,
ancestry, national origin, caste, sexual orientation, gender identity or
expression, genetic information, pregnancy, familial status, marital
status, citizenship status, veteran/military status, disability status, or
any other protected category under applicable local, state, or federal
law, including protections for those opposing discrimination or
participating in any grievance process on campus, with the Equal
Employment Opportunity Commission, or other human rights agencies.

Title IX Statement

Moravian University faculty are committed to providing a learning

environment free from gender and sex-based discrimination, including
sexual harassment, domestic and dating violence, sexual assault, and
stalking, in accordance with Title IX of the Education Amendments of
1972. As such, Moravian University designates all faculty members as
mandatory reporters of such disclosures to the Equal Opportunity and
Title IX Coordinator, who will reach out to offer resources, support
measures, and information. Reports can be made online anytime at
www.moravian.edu/titleix. Please note that reported information
remains private and that the student is not obligated to respond to
outreach.

Although disclosures of gender and sex-based discrimination or sexual

violence made in relation to an assignment and/or educational prompt
do not require referral, faculty are encouraged to consult the Equal
Opportunity and Title IX Coordinator for guidance on how to follow up
with their student.

Fully confidential reporting options include licensed professionals in the

Counseling and Health Centers, as well as the chaplains in Spirituality
and Inclusion. Survivors are encouraged to seek immediate assistance
by contacting the Advocates at (484) 764-9242. For more information,
including grievance procedures, please view the Equal Opportunity,
Harassment, and Non-Discrimination Policy at
www.moravian.edu/policy/harassment-discrimination.

The Writing Center

All members of the Moravian University community are welcome to visit

the Writing Center. Writing Center consultants work with papers and
multimodal compositions for any class, at any stage of the writing
process. If you need the services of the Writing Center, please visit
moravian.mywconline.com to make an appointment. The Writing Center
is located on the second floor of Zinzendorf Hall, a building that is not
accessible to persons with mobility impairments. If this impacts your
ability to use the Writing Center, we will gladly arrange to meet with you
in an accessible location.

NOTE:

Students are encouraged to use ChatGPT and other AI tools to support

their learning, understanding, and creative processes during the
coursework. However, AI tools should be utilized responsibly and
ethically, adhering to the academic principles of academic honesty and
originality.

KNACK

Students looking for additional assistance outside of the classroom are

advised to consider working with a peer tutor through Knack. Moravian
University has partnered with Knack to provide students with access to
verified peer tutors who have previously completed this course. To view
available tutors, visit moravian.joinknack.com and sign in with your
student account.