JOMC 490.003

Managing Online Communities & Social Media

Examines the history, norms, governance structures, technologies, motivations, & uses of online networks from an organizational standpoint, focusing on the management of these networks to serve organizational interests, such as in product innovation, problem solving, decision-making or brand promotion.

Syllabus

This course meets 3:00-4:15 p.m. on Tuesdays and Thursdays in Carroll 253.

Course Format

Understanding of the dynamics of social media / online communities and the practical skills for managing them is crucial for advertising and public relations practitioners, businesses, non-profits, and governments.


This course takes a 'flipped classroom' approach in which you learn about topics on your own outside of class through readings and/or video. Class meeting times will be used to expand on these topics, collaborate about their application and theory, and discuss their implications. Therefore, it is imperative that you complete the assigned readings and view the assigned videos prior to attending each class meeting. Class participation is a significant factor in determining your final grade in this course.

Tentative Schedule

Week 1: Why Online Networks / Social Media?

Tuesday, August 20


Before class, please read:


How Social Media Has Changed the Face of Public Relations


How Social Media is Supporting a Fundamental Shift in Journalism


Marketing is Dead

Thursday, August 22


Before class, please activate your HootSuite account and create your HootSuite University profile, then watch:


SCMD 121: Introduction to Social Networks for Organizations


The Redefinition of Traditional Media Models with Todd Defren


DUE IN CLASS: Personal Social Media Audit


You must pass the SCMD 121 exam by 11:59 p.m. on Friday, September 6.

Week 2: Networks 101

Tuesday, August 27


Before class, please read/watch:


What Is Web 2.0


Social Network Sites: Definition, History, and Scholarship


Sheryl Sandberg Keynote

Thursday, August 30


Before class, please read/watch:


SCMD 110: Setting Up Your Social Media Profiles


Best Practice Guide: Marketing on Facebook


"Mom, this is how Twitter works" by Jessica Hische


You must pass the SCMD 110 exam by 11:59 p.m. on Friday, September 6.

Week 3: Personal Branding & Social Etiquette

Tuesday, September 3


Before class, please read/watch:


SCMD 115: The Dos and Don'ts of Social Media Etiquette


5 Ways to Avoid Sabotaging Your Personal Brand Online


Why Profile Photos Matter — Is Yours Appropriate?

Thursday, September 5


Before class, please read/watch:


HOOT 100, 105, 110: Getting Started With HootSuite


Personal Branding Helps Journalists, Media Professionals Stand Out


Reuters Editor Discusses Social Media Etiquette For Professionals


What Every College Student Should Post on LinkedIn


You must pass the SCMD 115 exam by 11:59 p.m. on Friday, September 6.

Week 4: Measurement Basics

Tuesday, September 10


Before class, please read/watch:


Social Media Measurement: A Step-By-Step Approach


End to End ROI Tracking with HootSuite & Google Analytics


Case Study: Anatomy of a Tweet

Thursday, September 12


Before class, please read/watch:


HOOT 120, 130, 140: Getting Started With HootSuite


Using Social Media for Global Growth: The Airbnb Story


Hop Aboard the Mobile Marketing Train


You must pass the SCMD 140 exam by 11:59 p.m. on Friday, September 13.

Week 5: Influence

Tuesday, September 17


Before class, please read/watch:


Is that all there is? A literature review and potential approach to measuring influence in social media


Do You Have Klout?

Thursday, September 19


Before class, please read/watch:


Influence and Passivity in Social Media


Klout for Business


HOOT 200-240: Advanced Tactics with HootSuite Pro


You must pass the HootSuite Certified Professional Exam by 11:59 p.m. on Friday, September 20.

Week 6: Engagement

Tuesday, September 24


Before class, please read:


Quantifying the Invisible Audience in Social Networks


The Engagement Project: Finding the Meaning in Memes


What “engagement” means to The Guardian’s Meg Pickard

Thursday, September 26


Before class, please watch/read:


Facebook Brand Pages: Rules of Engagement


Facebook Metrics Defined: Engagement Rate


Twitter Metrics Defined: Engagement


Measuring Community Engagement: A Case Study from Chicago Public Media

Week 7: FOMO / Midterm Exam

Tuesday, October 1


Before class, please read:


Do You Have Social Media FOMO? Take This Online Test To Find Out

Thursday, October 3



MIDTERM

EXAM

Week 8: Social Media Policies

Tuesday, October 8


Before class, please watch/read:


The Social HR Imperative: How to Establish an Internal Social Media Philosophy & Brand


Guidelines for guidelines: Social media policies spark debate


There’s No One-Size-Fits-All Social Media Policy In Journalism

Thursday, October 10


Before class, please read:


Associate Press Social Media Guidelines


Reaction to AP Social Media Updates


Reuters: Reporting From the Internet and Using Social Media

Week 9: Social Employees

Tuesday, October 15


Before class, please read/watch:


Top 5 Tenets Of An Effective Community Management Policy


You Started a Social Ambassador Program, Now What Will You Talk About?


How Walgreens’ internal social program connects employees to answers


Putting Social to Work for Your Business

Thursday, October 17


No Class Meeting

FALL RECESS

Week 10: Virality

Tuesday, October 22


Before class, please read/watch:


What Makes online Content Viral?


Jonah Berger: How to Make Your Quest Contagious

Thursday, October 24


Before class, please read:


The dynamics of health behavior sentiments on a large online social network


What People Share on Facebook and Why They Share It

Week 11: Project 2014

Tuesday, October 29


In class: trend selection & assignment

Thursday, October 31


In class: Final proofs & promotion/measurement plan

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Week 12: Real-Time Marketing

Tuesday, November 5


Before class, please read:


How brands can plan for real-time moments


Real-Time Planning

Thursday, November 7


Before class, please read:


Real Time Marketing in The Real World. Or WhyYour Brand Newsroom Will Fail – Part2 1-7


Real Time Deck

Week 13: Crisis Communication

Group projects due by 5:00 p.m. on Friday, November 15.

Tuesday, November 12


Before class, please read/watch:


Digital Defense: Online Reputation Management in the Digital Age


Lessons Learned from HMV’s Very Public Twitter Meltdown

Thursday, November 14


Before class, please read:


7 Ways to Hack-Proof Your Company’s Social Media


Don’t Be Scared; Be Prepared – How to Manage a Social Media Crisis


Group projects due by 5:00 p.m. on Friday, November 15.

Week 14: Project Presentations

Tuesday, November 19


Presentation Practice

Thursday, November 21


Presentations: Schedule to come

Week 15: Crowdsourcing / User-Generated Content

Tuesday, November 26


Donald McMillan, Demographics Pro


Before class, please read:


What is Crowdsourcing?


Crowdsourcing as a Model for Problem Solving


5 brands that got fans to lend a hand


Frito-Lay Likes the Data From Doritos' 'Crash the Super Bowl'


Do brands need submission guidelines for fan-submitted content?

Thursday, November 28


No Class Meeting - THANKSGIVING RECESS

Week 16: Project & Course recap

Tuesday, December 3


TBD

Final Exam: Thursday, December 12, 4:00-6:00 p.m.