COMM 4633 Spring 2011, p. 1

:: SOCIAL MEDIA FOR PR & JOURNALISM :: :: COMM 4633 · SPRING 2011 ::

Professor: Barbara B. Nixon, Ph.D. (ABD) Office: MOD 6 Office Hours: Mondays & Wednesdays 9:30-2:30 or by appointment Phone: 863-667-5052 or barbara.b.nixon on Skype Blog: http://publicrelationsmatters.com Twitter: BarbaraNixon E-mail: bbnixon@seuniversity.edu

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. (2009). A survival guide to social media and web 2.0 optimization: Strategies, tactics,

and tools for succeeding in the social web. Dalton Publishing: Austin, TX. Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies.

Boston, MA: Forrester Research, Inc. 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: Reliable Internet access An e-mail subscription to Ragan Communications’ PR Daily. Access to a video camera capable of shooting short, informal videos, such as a Flip (for uploading to YouTube) – for one project at the end of the semester

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GRADING: 300 points Blog 100 points Social Media Monitoring Report 50 points SEO News Release 100 points Trade Book Review 100 points Podcast 150 points “Viral” Video (team project) OR Paper (individual) 200 points Social Media Resume (for yourself) OR 300 points Blog 100 points Trade Book Review 100 points Social Media Monitoring Report (for your client) 500 points Social Media Strategy & Mini-Campaign

Total possible points 1000

Assignment Brief Descriptions Blog (Options A & B) 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. Social Media Monitoring Report (Options A & B) 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. Trade Book Review (Options A & B) After reading a trade book on public relations, new media, social media or the like, you will create a well-designed PowerPoint, and then post the review to your blog, in addition to presenting the information in class. (NOTE: Since part of the rationale for including a trade book review in this class is so that you stay current on trends and issues in PR, you may not use a trade book that you reviewed for another class.)

OPTION A: NO CLIENT

OPTION B: CLIENT

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SEO News Release (Option A only) Using either a traditional news release you wrote previously (either for a “real” client or a class) or one you write specifically for this class, you will adapt the news release using keywords and other strategies so that the release will be more easily discoverable via Google and other search engines. Podcast (Option A only) Either individually or in self-selected small teams, you will create a short (~10 minute) podcast on a topic related to this course. These podcasts will be due on varying dates; you will know your podcast due date in early February. “Viral” Video OR Paper (Option A only) Video Option: In self-selected small teams, design, create and publish a short video with

the intent/hopes that the video will go viral. Your client and other details will be shared at my blog before Spring Break.

Paper Option: Research and write a 5-7 page position paper where you will discuss a topic related to this course. Topics will be discussed in class and must be approved in advance.

Social Media Resume (Option A only) Create a Social Media Resume (online portfolio) for yourself. Details will be shared by the end of January. Social Media Campaign & Strategy (Option B only) As part of a team, create a Social Media Strategy and design & implement a mini-campaign for a client. Client choices and other details will be shared by the end of January.

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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 textbook. This material may include information included in lectures, additional readings, and in-class exercises. Exams will include this material as well as material assigned in the textbook.

3. Material not turned in when due 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. 4. 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. 5. 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.

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6. 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.

7. 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.

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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 863-667-5157. 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.

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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.

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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’ self-esteem, not to break it down. There are plenty of other places in the world where their self-esteem 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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SOCIAL MEDIA FOR PR · COMM 4633 · SPRING 2011 TENTATIVE DAILY SCHEDULE (as of 7 January 2011)

WEEK CLASS DATE TOPIC/ASSIGNMENT READINGS

1 January 13 Course Welcome & Overview Introduction Building a WordPress-Powered Website

Survival Guide, pp. 15-22, and Ch. 4

2 January 20 Building a WordPress-Powered Website, cont’d Twitter 201

3 January 27 Understanding the Groundswell Blog Checkpoint #1 & Editorial Calendar Due (Mon)

Groundswell, Ch. 1-3

4 February 3 Tapping the Groundswell Groundswell, Ch. 4-9

5 February 10 Tapping the Groundswell, cont’d Groundswell , Ch. 4-9

6 February 17 The Groundswell Transforms Social Media Monitoring Report Due (Mon)

Groundswell, Ch. 10-12

7 February 24 Creating Your Social Media Strategy Preparation SEO News Release Due (Mon)

Survival Guide, Ch. 1-2

8 March 3 Podcasting, Vidcasting & Webcasting RSS Feeds & Blogs Social Networking & Micro-Blogging

Survival Guide, Ch. 3, 5 & 6

9 March 10 No Class – Spring Break! 10 March 17 Trade Book Review Due (presented in class) Survival Guide, Ch. 6

11 March 24 Social Bookmarking & Crowd-Sourcing Survival Guide, Ch. 7

12 March 31

Media Communities Widgets & Badges Social Media Newsrooms Podcast Due (Mon)

Survival Guide, Ch. 8-10

13 April 7 More Social Tools Pulling it all Together

Survival Guide, Ch. 11-12

14 April 14 Measuring Your Success Looking to the Future “Viral” Video OR Paper Due (Mon)

Survival Guide, Ch. 13-14

15 April 21 Social Media Resume OR Social Media Mini-Campaign & Strategy Due (presented in class)

16 April 28 Course Wrap-Up Blog Due (Mon)

FINAL EXAM Complete the “Final Exam” (in the form of a final blog post) before Thursday, May 5, at 8:15

p.m.

See my blog for specific details on assignments. Assignments will be due on Mondays by 11:59 PM unless otherwise noted. 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 prior to class.

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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, 2010/2011. 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