:: SOCIAL MEDIA FOR PR & JOURNALISM :: :: COMM 4633 · SPRING 2012

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Professor: Office: Office Hours: Phone: Blog: Twitter: E-mail: Barbara B. Nixon, Ph.D. (ABD) Bolin 217 See http://bit.ly/ProfNixonOfficeHours 863-667-5554 or barbara.b.nixon on Skype http://publicrelationsmatters.com @BarbaraNixon bbnixon@seu.edu

UNIVERSITY MISSION STATEMENT: Southeastern, a dynamic, Christ-centered university, fosters student success by integrating personal faith and higher learning. Within our loving Pentecostal community, we challenge students to a lifetime of good work and of preparing professionally so they can creatively serve their generation in the Spirit of Christ. COURSE DESCRIPTION: In this course, we will explore emerging social media technologies and study their ethical application in contemporary PR practice. We will not only examine these technologies from a theoretical perspective by reading scholarly research and writings from PR professionals, but we will also learn how to use and author content for such online PR tools ourselves. 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 other emerging web technologies. PREREQUISITIES: COMM 4333 REQUIRED TEXTS: Hay, D. (2011). The Social Media Survival Guide: Strategies, Tactics, and Tools for Succeeding in the Social Web. Linden Publishing: Fresno, CA. (NOTE: Kindle version available.) Li, C., & Bernoff, J. (2011). Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies. 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 access An e-mail subscription to Ragan Communications’ PR Daily. A free account at Inbound Marketing University A free account at Poynter Institute’s News University COMM 4633 Spring 2012, p. 1

GRADING: 350 points 50 points 50 points 100 points 100 points 350 points Blog News University or Inbound Marketing University Presentation Groundswell Team Presentation Social Media Monitoring Report Trade Book Review / Presentation Personal Learning Project

Total possible points

1000

Assignment Brief Descriptions: Complete descriptions of the assignments will be available in BlackBoard (as links to Public Relations Matters.) Blog Starting early in the semester, you will create original content for your blog; it will be through this method that I will be able to assess your engagement and participation in this 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 be graded or earn credit. There will be at least two graded Blog Checkpoints, plus a final assessment of the blog. Citing sources in your blog is just as important as it is in any academic 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,” then prepare 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 developing their 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 social media content in a way that provides similar insight offered by more traditional environmental scanning methods. News University & Inbound Marketing University Presentations Each student will choose one NewsU and one Inbound Marketing University course to complete and share with the class in a ten-minute presentation. Options for courses and their respective due dates will be provided by the third week of class. COMM 4633 Spring 2012, p. 2

Trade Book Review After reading a trade book on public relations, new media, social media or the like, you will create a well-designed PowerPoint/KeyNote/Prezi, and then post the review to your blog, 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 to your own learning needs and course-related interests. For this assignment, you will identify 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 plan has been approved, you will create a personal learning network to guide you in your learning. You may utilize any content you wish including books, web pages, video tutorials, library resources, open educational material, etc. to help you complete your deliverables by the deadline specified in your learning plan. In other words, you will be able 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 rapidly changing workplace by allowing you to develop experience in directing your own learning. Today, knowledge has a very short shelf life, which means that one of the most important skills you can learn while in college is to become an independent learner. It is my hope that you take this project as an opportunity to help you enhance those skills. It should therefore go without saying that you shouldn't pick a topic/area you already master for this assignment. Although it would be a way to an easy project and grade, you would simply be cheating yourself and your education.

COMM 4633 Spring 2012, p. 3

COURSE POLICIES: 1. Responsibilities of Students: Each student is expected to commit to the following guidelines: a. Preparation—the class discussion will mean little if text material is not read and the assignments are not prepared in advance. b. Presence—unique thoughts and insights cannot be contributed to group discussions, or to student learning, if you are not present. The SEU attendance policy should be your guide and is a minimum attendance policy. c. Promptness—late arrivals disrupt the class and adversely impact the decorum of the process. This is unprofessional. Note: Three times late equals one absence for evaluation purposes. d. Participation—as part owner of the discussion, it is each student’s responsibility to share in the advancement of the group’s collective skills and knowledge e. Academic Honesty—Any instance of academic dishonesty, including plagiarism, will be handled in accordance with the Student Handbook. f. Specific Policies—If you cannot be present for a class, you are responsible for contacting a fellow student by using email in order to find out what was covered in class the day you were absent and what will be covered in the next class. 2. Material will be covered in class that is not presented in the textbooks. This material may include information included in lectures, additional readings, podcasts and in-class exercises. 3. Material not turned in when due and in the manner specified will NOT be accepted and will earn a grade of zero. Unless otherwise specified, all assignments must be submitted using either a Microsoft Office product (Word, PowerPoint, etc.) or Adobe PDF; if I cannot open an assignment or the file is corrupt, you cannot earn credit on the assignment. Pay close attention to which assignments are to be posted to BlackBoard and which are to be posted to your blog (or both). 4. If there is a discrepancy between the grade shown for an assignment in BlackBoard and your own records of a grade, it must be brought to the professor’s attention via e-mail within one week of when the grade is posted. 5. Attendance is important. Any absences in excess of what is allowed by the SEU policy set forth above will result in an appropriate grade reduction. It is your job to keep track of your total absences; I am not responsible for reminding you about your total absences. On speech or guest speaker days, if you are tardy you must wait to enter the class until the speaker has completed her or his speech; you will be able to tell when speeches end by listening for the applause. 6. Failure to take an exam or quiz on the assigned date will result in a ZERO for that exam unless the absence is approved in advance by the instructor or is an emergency that is excused by the Dean of the College of Fine Arts. If you travel with an athletic team or are a member of another SEU approved club or group, you are responsible for submitting assigned material prior to your departure or via email while traveling.

COMM 4633 Spring 2012, p. 4

7. Cell Phones and Electronic Devices: Because your friends and family may not know your class schedule, turn off your cell phones in class. Ringing cell phones are annoying and disruptive, especially during speeches. Furthermore, because of the advance technology of text messaging and digital imaging, the use of any personal electronic devices (cell phones, PDAs, iPods, headphones, etc) is prohibited during examinations. The use of any such item during an examination will result in immediate dismissal from the classroom and the examination. 8. Agreement with Syllabus Content: This syllabus is an agreement between the professor and the student, between me and you, to respectively provide and complete a worthy learning experience. By remaining a registered student in this course, you have identified your understanding of and agreement to the obligations set forth in this syllabus for satisfactory completion of this course, including the course policies as well as the assignments. The professor reserves the right to modify this syllabus during the term. All other academic policies are described in the Student Handbook.

COMM 4633 Spring 2012, p. 5

IMPORTANT SEU POLICIES Students with Disabilities Southeastern University is committed to the provision of reasonable accommodations for students with learning and or physical disabilities, as defined in Section 504 of the Rehabilitation Act 1973. If you think you may qualify for these accommodations, notify your instructor. You will then be directed to contact the Director of Academic Success at 863-6675157. Testing Accommodations for Students with Disabilities: Tests are administered for each department at the request of each professor to provide special accommodations for those affected by learning disabilities, vision and physical impairments, attention deficit disorder, and testing anxiety/phobias. These accommodations are provided on a daily basis for the student and professors. Class Attendance Policy Students are both expected and encouraged to attend classes regularly. The lack of attendance may affect a student’s grade. For traditional fall and spring semesters, a student may miss a class without penalty equal to the number of times a class meets per week as follows:  If the class meets once a week a student may miss one class.  If the class meets two times a week a student may miss two classes.  If the class meets three times a week a student may miss three classes. If a student’s absences exceed the number of times a class meets per week, a professor may:  Subject the student to a penalty of not more than one letter grade based on attendance alone.  Recommend to the Vice President for Academic Affairs that a student with excessive absences be withdrawn from the course. Program directors must provide lists of students participating in authorized university activities or field trips to the Office of the Vice President for Academic Affairs. Once approved, program directors must provide copies of the lists to the participating students for submission to the students’ instructors. Faculty must take this information into account as they log attendance and not consider it an absence. Working within the framework of the above guidelines, faculty will clearly articulate their attendance policy in the course syllabus. Prolonged and/or unusual absences not covered by the policy may be appealed to the Vice President of Academic Affairs by either the professor or the student. Appeals must be submitted in writing. COMM 4633 Spring 2012, p. 6

Final Exam Every professor is obligated to administer a final exam or hold an appropriate class during the regularly scheduled exam period. Every student is obligated to take the final exam or attend that appropriate class during the regularly scheduled exam period. Please plan accordingly and carefully for final exams. You must not plan vacations, ministry appointments, weddings, airline flights, or any other similar activity or engagement that will conflict with the final exam schedule. Also, do not schedule any of these activities so close to your final exam that the commute to the activity conflicts with the final exam schedule. Final exams will be administered in the room where the class normally meets. Students with more than 3 exams scheduled on one day can petition the instructor and department chair/college dean to take one of the exams another day.

Communication Statement Southeastern University requires all faculty, staff and students to use their Southeastern email address for official university communication. Students are required to check Southeastern email daily as they will be held accountable for all communications sent through this medium. Course Evaluations In order to help us to assess the effectiveness of our courses and instructors, if you receive a course evaluation for this course, you are required to complete it.

COMM 4633 Spring 2012, p. 7

BARBARA B. NIXON’S TEACHING & LEARNING PHILOSOPHY
Several years ago, a colleague shared with me this quotation by longshoreman and philosopher Eric Hoffer: “In times of change, learners inherit the earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists.” This quotation struck a chord with me. Put simply, my overarching goal in teaching is to ensure that our world has more learners than learned. I am fortunate to be in a role in life where I can have an impact on our future world leaders. What do I expect from my students?     Students should be fully read on all of the chapters (or other reading assignments) and to be ready to discuss any part of the readings. Students should raise questions when they are uncertain of the material we are discussing, including questions that I will have no easy (“pat”) answer for. Students should make every effort to gain the most value that they can from the class. They should want to become independent learners. Students should become aware of not only how what happens in the world (current events) impacts them, but also how what they do impacts the world. Campus is not a cocoon.

And what can my students expect from me?  Because I am aware that students learn in many different ways, I will not lecture at my students daily from behind a raised podium. Instead, I will provide instruction to them in an interactive manner, even in online courses. In a typical week, students will experience partner discussions, small group discussions, Internet scavenger hunts, and even crossword puzzles, in addition to short (less than 20 minute) lecturettes. “Death by PowerPoint” will not happen in my class. I will provide them with the most current information I have available. I stay current on topics and trends in the industry. I will stay abreast of current technology and apply it in the classroom whenever it adds to the learning experience. (Examples include current software, podcasts and blogging, to name a few.) I will make every effort to help guide students through the issues that they raise, and we will seek resolution together. I will make every effort I can to make sure that students understand the issues and concepts my courses present. When I have positive feedback to share, I will share it openly in the classroom and call attention to students by name in the process. My goal in this is to enhance or maintain the students’ selfesteem, not to break it down. There are plenty of other places in the world where their selfesteem may be diminished. Constructive criticism will still be provided to students, but not by name in front of a whole class. I expect for us to have fun in class. Laughter and learning go hand in hand in my book. If we are not enjoying ourselves in class, there’s something amiss. And perhaps most importantly, I will listen to my students so that I can learn from them, too.

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COMM 4633 Spring 2012, p. 8

SOCIAL MEDIA FOR PR · COMM 4633 · SPRING 2012
TENTATIVE WEEKLY SCHEDULE (as of 7 January 2012)
WEEK
1 2 3 4 5 6 7 CLASS DATE(S) January 12 January 17, 19 January 24, 26 Jan. 31, Feb. 2 February 7, 9 February 14, 16 February 21, 23

TOPIC/ASSIGNMENT
Course Welcome & Overview Building a WordPress-Powered Website

READINGS
Survival Guide, Ch. 1, 4

8 9 10 11 12 13 14 15 16

Feb. 28, Mar. 1 March 6, 8 March 13, 15 March 20, 22 March 27, 29 April 3, 5 April 10, 12 April 17, 19 April 24, 26 FINAL EXAM

Understanding the Groundswell Groundswell, Ch. 1-3 Blog Checkpoint #1 & Editorial Calendar Due Tapping the Groundswell Groundswell, Ch. 4-5  Groundswell Presentations Tapping the Groundswell, cont’d Groundswell , Ch. 6-7  Groundswell Presentations, cont’d The Groundswell Transforms Groundswell, Ch. 10-14 Creating Your Social Media Strategy Preparation Survival Guide, Ch. 1-2 Social Media Monitoring Report Due RSS Feeds & Blogs Podcasting, Vidcasting & Webcasting Survival Guide, Ch. 3, 5 & 6 Social Networking & Micro-Blogging No Class – Spring Break!  Trade Book Review Presentation Survival Guide, Ch. 6 Social Bookmarking & Crowd-Sourcing Survival Guide, Ch. 7 & 8 Media Communities Widgets & Badges Survival Guide, Ch. 9-10 Social Media Newsrooms More Social Tools Survival Guide, Ch. 11-12 Pulling it All Together Looking to the Future Measuring Your Success Survival Guide, Ch. 13-14  Blog Due  Personal Learning Project Presentations Due Course Wrap-Up Complete the “Final Exam” (in the form of a final blog post that you will add to BlackBoard as well as your own blog) before Tuesday, May 1, at 11:50 a.m.

See my blog for specific details on assignments. Written assignments will be due on Sundays (at the END of the week) by 11:59 PM unless otherwise noted. Dates for the News U / Inbound Marketing U presentations will be assigned by the third week of class. Caveat: The above schedule and procedures are subject to change in the event of extenuating circumstances. When possible, you will be provided at least two (2) class days of advance notice of any changes. It’s always wise to check your e-mail & Twitter prior to class.

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COMM 4633 Spring 2012, p. 10

Consent to Comply
I ______________________________________________ Student’s Name (print) have read, understand, and will keep in my possession the Course Syllabus for COMM 4633, Southeastern University, 2011/2012. I understand that in compliance with the syllabus and the Student Handbook, for both instructional and evaluation purposes, I may be responsible for electronically submitting my written work to Turnitin®. With the affixing of my signature below, I agree to comply to the terms therein.

_____________________________________________ My Signature ______________________________________________ Date

COMM 4633 Spring 2012, p. 11

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