Summer 2016 MMC 6730 Social Media Management Syllabus · 1 SOCIAL MEDIA MANAGEMENT SYLLABUS MMC...
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1 SOCIAL MEDIA MANAGEMENT SYLLABUS MMC 6730 - SUMMER 2016 COURSE INFORMATION Credits 03 Weekly Live Office Hour: Every Monday at 7:00 p.m. ET via Adobe Connect. This office hour is open to all students and will be recorded. Each office hour will also act as a week in review. Additional meeting times can also be set up by appointment. Contact the instructor at [email protected] for additional meeting times. Classroom URL: http://elearning.ufl.edu/ INSTRUCTOR Jared Preusz, MS Cell: 801-828-6462 Email: [email protected] Twitter: @jpreusz LinkedIn: https://www.linkedin.com/in/jaredpreusz Note—please use my [email protected] email address for all communication. Email is the quickest way to get a message to me as it hits my phone, which I always have with me! I will respond to all emails within 24 hours. Please only call my cell in cases of emergencies. COURSE DESCRIPTION This course teaches students to use social media strategically to create value for a client or organization. An emphasis is placed on strategic collaboration, tactical execution, and measurement of social media efforts. Students will learn by doing in assignments focusing on social media post writing and publishing, management and measurement tools, a social media audit, an editorial calendar, a social media strategy and tactical plan, and crisis management. The course will cover blogs, Facebook, Twitter, Instagram, Pinterest, LinkedIn, and an array of niche social media platforms. COURSE LEARNING OBJECTIVES By the end of this course, students will master the skills necessary to become successful social media managers. They will know how to: • Identify the components of a strategic social media plan and effectively develop one that creates value for any organization • Create engaging content for Facebook, Twitter, Instagram, LinkedIn, Pinterest, YouTube, and additional niche social media networks • Evaluate which social media platforms are the most effective for a selected brand • Identify the best tools to manage and measure the performance of social media content and campaigns • Assess the critical issues social media managers face and how to handle crises
Transcript of Summer 2016 MMC 6730 Social Media Management Syllabus · 1 SOCIAL MEDIA MANAGEMENT SYLLABUS MMC...
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SOCIALMEDIAMANAGEMENTSYLLABUSMMC6730-SUMMER2016COURSEINFORMATIONCredits03WeeklyLiveOfficeHour:EveryMondayat7:00p.m.ETviaAdobeConnect.Thisofficehourisopentoallstudentsandwillberecorded.Eachofficehourwillalsoactasaweekinreview.Additionalmeetingtimescanalsobesetupbyappointment.Contacttheinstructoratjpreusz@jou.ufl.eduforadditionalmeetingtimes.ClassroomURL:http://elearning.ufl.edu/INSTRUCTORJaredPreusz,MSCell:801-828-6462Email:[email protected]:@jpreuszLinkedIn:https://www.linkedin.com/in/jaredpreuszNote—pleaseusemyjpreusz@jou.ufl.eduemailaddressforallcommunication.Emailisthequickestwaytogetamessagetomeasithitsmyphone,whichIalwayshavewithme!Iwillrespondtoallemailswithin24hours.Pleaseonlycallmycellincasesofemergencies.COURSEDESCRIPTIONThiscourseteachesstudentstousesocialmediastrategicallytocreatevalueforaclientororganization.Anemphasisisplacedonstrategiccollaboration,tacticalexecution,andmeasurementofsocialmediaefforts.Studentswilllearnbydoinginassignmentsfocusingonsocialmediapostwritingandpublishing,managementandmeasurementtools,asocialmediaaudit,aneditorialcalendar,asocialmediastrategyandtacticalplan,andcrisismanagement.Thecoursewillcoverblogs,Facebook,Twitter,Instagram,Pinterest,LinkedIn,andanarrayofnichesocialmediaplatforms.COURSELEARNINGOBJECTIVESBytheendofthiscourse,studentswillmastertheskillsnecessarytobecomesuccessfulsocialmediamanagers.Theywillknowhowto:
• Identifythecomponentsofastrategicsocialmediaplanandeffectivelydeveloponethatcreatesvalueforanyorganization
• CreateengagingcontentforFacebook,Twitter,Instagram,LinkedIn,Pinterest,YouTube,andadditionalnichesocialmedianetworks
• Evaluatewhichsocialmediaplatformsarethemosteffectiveforaselectedbrand• Identifythebesttoolstomanageandmeasuretheperformanceofsocialmedia
contentandcampaigns• Assessthecriticalissuessocialmediamanagersfaceandhowtohandlecrises
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COURSEDESIGNThiscoursewilldrawonprofessionalreal-lifeconceptsandexamples.Itwilladdresstwodifferentpathstosocialmediamanagement,includinghowtoattractclientsandmanageyourownsocialmediabusinessaswellashowyoucaneffectivelymanagesocialmediaasaprofessionalinanorganization.Foryourfinalproject,youwillprepareathree-monthsocialmediaplanforabrandyouselectatthebeginningofthecourse.Thebrandyouselectcouldbethecurrentcompanyyouworkfororacompanyyouwishtopresentyoursocialmediaplantoafterthisclass.YouwillpresentyoursocialmediaplantotheinstructorinalivepresentationviaAdobeConnectattheendofthecourse.Theinstructorwillactastheheadofmarketingofyourselectedbrand.Thegoalofthepresentationwillbetoselltheideasinyoursocialmediaplantotheinstructor/brandinordertowintheirbusiness.Itishighlyrecommendedthatyouselectabrandthatyouwouldhavethebestopportunityinreallifetopresentyoursocialmediaplantoafterthiscourse.Thiswillprovideamorerewardingexperience.Althoughthisisarecommendation,itisnotrequired.Alongwiththesocialmediaplan,therewillbeclassassignmentsanddiscussionstoevaluateyourknowledgeofspecificconceptsrelevanttosocialmediamanagement.WeeklylecturesandreadingmaterialswillalsobeprovidedontheCanvase-learningsite.Thiscoursewillincludethefollowing:
• Weeklypre-recordedvideolecturespostedtoCanvas• Livelecturesonselectedweeksduringthecourse,whichwillberecordedand
postedonCanvasaftereachlivesessionisover• Weeklyreadingsreinforcingskillstaughtinthelecturesaswellasadditionalskills• Weeklydiscussionpostswhereyoucanprovideyourreactionstothecourse
materialandapplytheskillsyoulearn• Threeassignmentswhereyouwillcompletekeyportionsofasocialmediaplan• Adetailed,three-monthsocialmediaplanforyourfinalproject
OnlineClassRequirements
1. YouwillneedanInternetconnectiontoaccessthiscourse,viewthelectures,attendonlineclasssessions,andcompleteyourassignments.
2. Youmustbeabletocommunicatewiththeinstructor.Mostcommunicationscanbedoneviaemailandthediscussionboard,butyoumaybeaskedtojoinDropbox.comorGoogleDrive(bothfreeonlineservices)tosharelargefiles.
RequiredTextbookSchaffer,Neal(2013).MaximizeYourSocial.NewJersey:JohnWiley&Sons.
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RecommendedTextbookMacarthy,Andrew(2015).500SocialMediaMarketingTips:EssentialAdvice,Hints,andStrategyforBusiness:Facebook,Twitter,Pinterest,Google+,YouTube,Instagram,LinkedIn,andMore!ThesebooksarealsoavailableasAmazonKindleversions.Additionalreadingswillbeprovidedforeachweekofthecourse.CheckthemodulesontheCanvase-learningsiteforcompletedetailsonthereadingsassignedeachweek.SitestoFollowInadditiontothereadings,itisalsorecommendedthatyoufrequentlyreadnewsarticlesrelatedtosocialmediamanagementweeklyduringthecoursetohelpkeepyouupdatedonthelatesttrends.YoucanfindalistofrecommendedsitesinCanvas.WeeklyLecturesTherewillbeseveralvideolecturespostedeachweekofthecourseonCanvas.Theselectureswillcoverclassmaterialsforeachweek.Theselectureswillvaryinlengthdependingonthetopicsbeingdiscussed.Itisyourresponsibilitytowatcheachlecture.Thelectureswillshareinformationthatyouwillneedtosuccessfullywriteyourweeklydiscussionpostsaswellascompleteclassassignments.LiveLecturesSomeoftheweeklylectureswillbelive.Informationonwhichweekswillbelivecanbefoundineachweek’smoduleinCanvas.LivelectureswilltakeplaceduringtheliveofficehouronMondayat7p.m.ETontheweekassigned.AlllivelectureswillberecordedandpostedtoCanvasimmediatelyafterthelectureisover.DiscussionPostsDiscussionisakeypartofthiscourse.Youwillbeexpectedtowatchtheweek’slecture,readtheassignedreadings,watchanyvideoslistedineachweeklymodule,andactivelyparticipateinweeklydiscussionpoststhroughthe“Discussions”tabontheCanvase-learningsite.YouwillseeinsomeweeksIwillaskforareactiontothecoursematerial.Therewillalsobesomeweekswhereyouwillhavetorespondtoaquestionorseriesofquestionsthatwillrequireyoutoapplywhatyoulearnedinthecoursematerialassignedfortheweek.Youwillneedtowriteadiscussionposteachweekthatisatleast300-500words.Youwillalsoincludetwoquestionsattheendofyourpost.Questionsshouldbeincludedasameanstodemonstratehowyoubelievethetopiccouldhavebeenexpandedorwhereyoubelievethereadingdidnotfullycoveragivenissue.Thesequestionswillalsobeusedtoprovideclassmatesideasforcommentstheymaypostinresponsetoyourdiscussion.Thequestionsarenotpartofthe300-500-wordrequirement.Feelfreetouseanyofthereadings,videos,andthelectureassourcesforyourdiscussionpost,butyouarealsoencouragedtoaddadditionalresearchandinsightstoyourposts.WeeklyDiscussionPostsaredueby11:59p.m.,ET,onTuesdays.
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WeeklyDiscussionPostsareawarded0-100pointsaccordingtothefollowinglevelsofcompletion:
100-90Excellent
89-80Good
Lessthan80Unsatisfactory
Topic–30% Competentlydescribesandcontextualizessubjectmatterofthelectureandreadings
Capablydescribessubjectmatteroflectureandreadingswithsomecontext
Failstofullydescribesubjectmatteroflectureandreadingorfailstocontextualizeit
Sourcing–15% Sourcescoursereadingsandvideosandwhenneededreferstoadditionaloutsidematerials
Demonstratescompetenceinsourcingcoursereadingsandvideos
Subjectistreatedinahaphazardmannerandsourcingisinsufficienttosustainanargument
Relevance–25% Thoroughlycitesownexperiencesorreallifeincidentstohighlightlearnings
Citessomerelevantexperiencesorreallifeincidentstogiveadditionalcontext
Materialispresentedwithoutrealworldrelevance
Insight–30% Compelling,focusedandpersuasiveviewsareoffered
Thefocusofthediscussionpostfaltersattimes,butthemainpointisclear
Pointisunclear,eitherthroughmisunderstandingorlackoffocus
WeeklyDiscussionPostCommentsEachweekyouwillbeaskedtocommentonatleasttwodiscussionpostsbyfellowstudents.Eachcommentshouldbebetween150-300words.Toreceivefullcredit,acommentmustappearonadiscussionpostinCanvasby11:59p.m.ETonFridayoftheweekassigned.Commentsmustaddsomethingofvaluetotheconversationthread,i.e.bethoughtprovoking,andnotdonesimplytofulfillthegraderequirement.Whileyoumaycommentontheoriginalpost,youmayalsofeelcompelledtoreacttoacommentmadebyanotherstudentwhichcouldfurtherthediscussion.Theinstructorwillalsoberespondingtodiscussionpostsandwillprovideclarificationandresourcestokeepthediscussionactive.WeeklyDiscussionPostCommentsaredueby11:59p.m.,ET,onFridays.Youalsoneedtorespondtoallcommentsinyourdiscussionthreadby11:59p.m.,ETonSundays.Weeklydiscussionpostcommentsareawardedpointsof0–100accordingtothefollowinglevelscompletion: 100-90
Excellent89-80Good
Lessthan80Unsatisfactory
Discussion–50% Commentsenhancethelearningexperienceby
Respondstothelearningexperiencenearlyfully,
Responsedoesnotenhancelearning.Itmayinclude
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challengingthereadingreactionoraddingnewperspectives.Newquestionsmaybeposed.Repliesarepostedtoallcommentsoftheinitialweeklydiscussionpostsaswell.
demonstratingagoodunderstandingofwhathasbeendiscussed.
recognitionofthereactionpost,butlittleelseofvalue.
Relevance–25% Thoroughlycitesownexperiencesorreallifeincidentstohighlightlearnings.
Citessomerelevantexperiencesorreallifeincidentstogiveadditionalcontext.
Norealworldrelevanceprovided.
Insight–25% Compelling,focusedandpersuasiveviewsareoffered.
Themainpointisclear.
Pointisunclear,eitherthroughmisunderstandingorlackoffocus.
AssignmentsThereareatotalofthreeassignmentsduringthe12-weeksemester.So,notallweekswillhaveassignments.Itisyourresponsibilitytoknowwhichweeksdoanddonothavearequiredassignment.YouwillbeturninginallofyourassignmentsviaCanvas.Specificdetailsabouteachassignmentarelistedinthe“CourseSchedule”sectioninthissyllabus.Youwillbeusingtemplatestocompletesomeoftheassignments.Therewillalsobesomewritingassignmentsandacreativeexecutionassignmentthatwilltestyourskills.Theassignmentsinthiscourse,include:BrandSelection&RationaleDueDate:May16,2016by11:59p.m.ETSelectabrandthatwillbethefocusofyoursocialmediaplanfortheclass.Youhavetwooptionsforyourbrand.YoucanselectthecompanyyouworkforORacompanythatyouwishtopresentyoursocialmediaplantoaftertheclass.Note:Youmustselectabrandforyoursocialmediaplanthathasatleastoneexistingsocialmediachannel.Youmustincludethenameofyourbrandandprovideabriefrationaleansweringthefollowingquestions:
• Theidentityofyourbrand:Isitacompanyyouworkfororacompanyyouwishtopresentyoursocialmediaplantoafterthisclass?Giveabriefdescriptionofyourbrandaswell.
• Whydidyouselectthisbrand?
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Thisassignmentwillneedtobeturnedintotheinstructorviaemailatjpreusz@jou.ufl.edubytheassigneddatelistedabove.Itwillnotbegraded,butyoumustreceiveapprovalfromtheinstructorbeforeworkingonanyoftheassignmentsinthecourse.BesuretoconsulttheclientselectioninstructionsasoutlinedintheCourseDesignsectionofthissyllabusbeforeworkingonthisassignment.Assignment1:SocialMediaStrategyandTacticalPlanDueDate:June3,2016by11:59p.m.ETYourSocialMediaStrategyandTacticalPlanwillbethebackboneofyoursocialmediaplan.YouwilluseatemplateprovidedinCanvastofilloutthefollowingsectionsofyoursocialmediastrategy:Yourbrand’sgoalsandbusinessobjectives:List2-3businessgoalsand5-7businessobjectivesthatwillhelpyouaccomplishthosegoals.ThebusinessobjectivesmustfollowtheSMARTapproachasoutlinedinthetemplate.Socialmediaaudittemplate:Filloutthesocialmediaauditportionofthesocialmediastrategytemplate.Youmustselectabrandforyoursocialmediaplanthathasatleastoneexistingsocialmediachannel.SWOTanalysis:UsingtheSWOTtableprovidedinthetemplate,plotoutthestrengths,weaknesses,opportunities,andthreatsforyourbrand.Includetheseasbulletpointsandavoidwritinglongcopyorparagraphs.Provideabrief1-2paragraphrationaleforyourSWOTAnalysisthatexplainsthestrengths,weaknesses,opportunities,andthreatsmorein-depth.Competitiveanalysis:Compilealistof3-5maincompetitorsforyourselectedbrand.Foreachcompetitor,listwhichsocialmediachannelstheyareusing.Includeabriefparagraphthatdescribestheircontentstrategy.Considerthefollowingquestionsasyoucreateyourresponse:
• Whatkindofpostsaretheypublishing?• Whatisuniqueaboutthecontenttheyareposting?• Describeeachcompetitor’sengagementactivityintermsoflikes,comments,shares,
retweets,etc.fromwhatyouareabletoseeoneachchannel(Thiscanbearoughestimate).
Targetaudience:Basedontheresearchyouhaveconductedonyourselectedbrand,brieflydescribeyourbrand’stargetaudiencein1-2shortparagraphs.Includedemographics(gender,agerange,geographiclocation,etc.),andpsychographics(interests,preferences,etc.).Usethebuyerpersonatemplatetocreate2-3buyerpersonasthatrepresentindividualsofthetargetaudienceforyourbrand.
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Contentplatforms:Listwhichcontentplatforms(blog,website,podcasts,webinars,etc.)youplantouseforthesocialmediacontentofyourbrand.Foreachcontentmanagementplatform,provideabriefparagraphonhowitwillbenefityoursocialmediacontent.Youmustselectatleastonecontentplatformforyourbrand.Socialmediachannelsandrationale:Selectatleastthreesocialmediachannelsforyourbrand.Foreachsocialmediachannelyouselect,youwillneedtoincludeabriefrationaleexplainingwhyitwillhelpaccomplishyourbrand’sobjectivesandwhyyouthinkitwilleffectivelyreachyourbrand’stargetaudience.Tacticalplan:Yourtacticalplanwilllistanddetailthetacticsyouwillusetogenerateandconvertleads,increasefollowers,andengageaudiencesforyourselectedbrand.Youmustincludeatotalof8-10tacticsfromthelistoftacticsprovidedinWeek3’sreadingsforthisassignment.Foreachtactic,youwillneedtoincludeabriefrationaleastowhyyouplantoincludethattacticinyoursocialmediastrategyplan.Youmustalsoincludeaproposedbudgetforeachtacticandprovidearationaleofwhythatbudgetshouldbeallocatedtoeachtactic.PleaseusethetemplateprovidedbytheinstructorinCanvastomakesuretonotgooverthepagelimitonthisassignment.Itwillalsohelptomakeyoursocialmediaplaneasiertoscansowhenyoudopresentittothemanagementofyourbrand,theywillbeabletoreviewitquickly.Pointswillbedockedifyoudonotusethetemplate.Note:Therearemanycomponentstothisassignment.Itisrecommendedthatyoudonotwaittoolatetostartworkingonyoursocialmediastrategyandtacticalplan.Thisassignmentwillalsobeusedforfutureassignmentsinthecourse.ThisassignmentwillneedtobesubmittedviaCanvasbytheduedateandtimelistedabove.Assignment2:ContentStrategyPlan&EditorialCalendarDueDate:June20,2016by11:59p.m.ETForthisassignment,youwillneedtocreateacontentstrategyplananda30-dayeditorialcalendar.Thecontentstrategyplanwillprovideageneraloutlineofthepostsyouwillbepublishingtothesocialmediachannelsyouselectedinyoursocialmediastrategy.Thecontentstrategyshouldbeaone-pagedocumentinMicrosoftWordthatlistsoutthekindofpostsyouwilldoforyourbrandinabullet-listformat.Youwillalsobecreatinga30-daysocialmediaeditorialcalendar,whichwillbeahigh-leveloverviewofthetypesofpostsyouwillbepublishingusingthecontentstrategyplanyoucreatedasaguide.Usethefollowingtemplatetocreateyourcalendar:http://blog.hootsuite.com/social-media-templates/.Thetemplateonlycontainsaweek’s
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worthofcontent,soyouwillneedtocopyandpasteitthreetimesoversoyouwillhaveatleast30daystoplan.Fortheeditorialcalendar,outlineatleastfivepostsperweekperchannelforthe30days.Bemindfulofeachchannel’scharactercountsforstatusupdates.Beclearinidentifyingwhichnetworkthecontentisfor.Youwillnotneedtowrite90fullposts.Justincludeanoutlineforeachofthesepostsonthecalendar.Note:Yourcalendardoesnotneedcontainanyspecificdates.Thiscalendarwillbeusedtoshowasamplingofthekindofpostsyouwilldoinagivenmonthforyourselectedbrand.ThisassignmentwillbeturnedintoCanvasbytheduedateandtimelistedabove.Assignments1and2inthiscourseareawardedpointsaccordingtothefollowingcriteria: 100-90
Excellent89-80Good
Lessthan80Unsatisfactory
Ideas35%
Excelsinrespondingtotheassignment.Interesting,demonstratessophisticationofthought.Thecentralideaisclearlycommunicated.Showsanunderstandingofthecoursematerialandcriticallyevaluatessourcesanddefinesterms.
Asolidpaper,respondingappropriatelytoassignment.Clearlystatescentralidea,butmayhaveminorlapsesindevelopment.Showscarefulreadingofsources,butmaynotevaluatethemcritically.Attemptstodefineterms,butnotalwayssuccessfully.
Adequatebutweakerandlesseffective,possiblyrespondinglesswelltotheassignment.Presentscentralideaingeneralterms.Usuallydoesnotacknowledgeotherviews.Showsbasiccomprehensionofsource,perhapswithlapsesinunderstanding.Ifitdefinesterms,oftendependsondictionarydefinitions.
Organization&Coherence25%
Usesalogicalstructureappropriatetopaper’ssubject,purposeandaudience.Sophisticatedtransitionalsentencesoftendeveloponeideafromthepreviousoneoridentifyotherlogicalrelations.Itguidesthereaderthroughthechainofreasoningorprogressionofideas.
Showsalogicalprogressionofideasandusesfairlysophisticatedtransitionaldevices;e.g.maymovefromleasttomoreimportantidea.Somelogicallinksmaybefaulty,buteachparagraphclearlyrelatestopaper’scentralidea.
Maylistideasorarrangethemrandomlyratherthanusinganyevidentorlogicalstructure.Mayusetransitions,buttheyarelikelytobesequential(first,second,third)ratherthanlogic-based.Whileeachparagraphmayrelatetocentralidea,logicisnotalwaysclear.Paragraphshavetopic
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Assignment3:SocialMediaContentExamplesforYourBrandDueDate:July8,2016by11:59p.m.ETThisassignmentwillrequireyoutodoatleastthreecreativeexecutionsforeachofyourselectedsocialmediachannels.Youwillneedtousedesigntoolsasoutlinedinthecourse(Canva,Typorama,etc.)oruseothertoolsyoulearnedinpreviouscoursesinthe
sentences,butmaybeoverlygeneral,andarrangementofsentenceswithinparagraphsmaylackcoherence.
Support20%
Usesevidenceappropriatelyandeffectively,providingsufficientevidenceandexplanationtoconvincetheaudience.
Beginstoofferreasonstosupportitspoints,perhapsusingvariedkindsofevidence.Beginstointerprettheevidenceandexplainconnectionsbetweenevidenceandmainideas.Itsexamplesbearsomerelevance.
Oftenusesgeneralizationstosupportitspoints.Mayuseexamples,buttheymaybeobviousornotrelevant.Oftendependsonunsupportedopinionorpersonalexperience,orassumesthatevidencespeaksforitselfandneedsnoapplicationtothepointbeingdiscussed.Oftenhaslapsesinlogic.
Style10%
Chooseswordsfortheirprecisemeaningandusesanappropriatelevelofspecificity.Sentencestylefitspaper'saudienceandpurpose.Sentencesarevaried,yetclearlystructuredandcarefullyfocused,notlongandrambling.
Generallyuseswordsaccuratelyandeffectively,butmaysometimesbetoogeneral.Sentencesgenerallyclear,wellstructured,andfocused,thoughsomemaybeawkwardorineffective.
Usesrelativelyvagueandgeneralwords,mayusesomeinappropriatelanguage.Sentencestructureisgenerallycorrect,butsentencesmaybewordy,unfocused,repetitive,orconfusing.
Mechanics10%
Almostentirelyfreeofspelling,punctuation,andgrammaticalerrors.
Maycontainafewerrors,whichmayannoythereaderbutitdoesnotimpedeunderstanding.
Containsseveralmechanicalerrors,whichmayconfusethereader.
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socialmediaprogram(Photoshop,Illustrator,etc.)tocreaterealisticsocialmediaposts.Thesecreativeexecutionswillneedtolooklikeactualsocialmediapostsforyourbrandasmuchaspossible.ThisassignmentwillneedtobesubmittedviaCanvasbytheduedateandtimelistedabove.ItcanbeturnedinasaMicrosoftWorddocumentoraPDF.ASSIGNMENT3RUBRIC: 100-90
Excellent89-80Good
Lessthan80Unsatisfactory
Craft25%
Craftedexcellentlywithobviouscareandtimeputintopresentingthepostsinaclearandengagingway.
Executionspresentedclearlywithsomeextradetailstohelpfurtherexplainandselltheidea.Thereisroomforimprovementonthepostsbasedonwhatwastaughtinthecoursematerial.
Ideascraftedpoorlywithlittletonotimeorthoughtputintocreatingaclearpresentationofideas.
Creativity/Originality35%
Exceptionalcreativity.Theideaisfantastic!Itfeelsfresh,excitingandwillmakemostsocialmediamanagersjealous.
Acceptablecreativity.Ideafeelsnewandexciting,butitmayhavebeenexecutedbefore.Thepostsoverallarestillgreatideas,butneedsometweakingtomakethemevenmorecreative.
Thepostsarelackingcreativity.Theideasinthepostshavebeenusedbyalotofbrands.
Applicable20%
Ideashaveanobviousandappropriatevoicethatbreatheslifeintotheexecutions.Theworkcouldbeimplementedtodayonsocialmediaimmediately.
Ideasareexecutable,butlackaclearandappropriatebrandvoice..
Ideasdonotfitwithinthecapabilityofthemediumand/orlackaclearandappropriatebrandvoice.
Shareable10%
Thecontentexamplesappeartobeengagingenoughthattheyhaveahighpossibilityofbeingsharedbymanypeopleonsocialmediaifpostedlive.Includesanattractiveimagethatcatchestheeye
Therearepartsofthecontentexamplesthatappearshareable,butsomeworkisstillneededtomakethecontentmoreengaging.
Significantchangesareneededtomakethecontentexamplesmoreshareable.Thecontentexamplesshowalackofunderstandingoftheprinciplestaughtinthecoursetocreate
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FINALPROJECT:3-MONTHSOCIALMEDIAPLANDueDates:SocialMediaPlaninMicrosoftWordDue:Wednesday,July20,2016,by11:59p.m.ETLivePresentationPowerPointDue:Wednesday,July20,2016,by11:59p.m.ETLivePresentationDates:July21,23,25,26SummaryYourfinalprojectforthiscoursewillrequireyoutocreateathree-monthsocialmediaplaninaMicrosoftWorddocumentandasafinalpresentationinPowerPoint.YourworddocumentwillincludeyourfullsocialmediaplanusingAssignments1-3inthiscourseaswellasidentifyingthetoolsyouneedforyourplan,abudgetofyourproposedsocialmediaefforts,andadetailedcampaigndesignedtoattractmorefollowersandincreaseengagement.YouwillpresentyoursocialmediaplantotheinstructorviaPowerPointliveduringweek11ofthecourseviaAdobeConnect.Belowarethedetailsofwhenthesocialmediaplanisdueaswellastimesforthelivepresentations.WrittenFinalProjectDetailsYoursocialmediaplanwillbeforthefirstthreemonthsforyourselectedbrand.Thestartdateoftheplanshouldreflectyourunderstandingofthebrandandwhenyouwouldlikethemtoimplementyourplan.Youarenotexpectedtocreatethreemonthsworthofindividualsocialmediapostsasitisanindustrybestpracticetonotschedulecontentoutmorethanamonthinadvanceinordertokeepcontentrelevant.YouwillturninaMicrosoftWorddocumentofyoursocialmediaplanwiththefollowingitemsnolaterthanWednesday,July20,2016by11:59p.m.EST:
• Executivesummary:Provideanoverviewofyoursocialmediaplanaswellasitsmainsellingpoints.Treatthispageasifitwillbetheonlypageyourbrandwillsee.
• Tableofcontents:Providepagenumbersforallsectionsinyoursocialmediaplan.• Assignment1:Socialmediastrategyandtacticalplan
andtextthatmotivatespeopletoshare.
shareableandengagingcontent.
Mechanics10%
Almostentirelyfreeofspelling,punctuation,andgrammaticalerrors.
Maycontainafewerrors,whichmayannoythereaderbutitdoesnotimpedeunderstanding.
Containsseveralmechanicalerrors,whichmayconfusethereader.
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• Assignment2:Contentstrategyplanand30-dayeditorialcalendar• Assignment3:Socialmediapostsforyourclient• Listatleastonesocialmediamanagementtoolandonesocialmediaanalytics
toolandabriefrationaleastowhyyouareselectingeachoneforyourselectedbrand
• Detailedsocialmediacampaign:ThecampaigncanbeanyoneofthecampaignexamplespresentedintheSocialMediaLeadGenerationandConversionmoduleofthiscourse.Describetheobjectivesforthecampaign,outlinethetoolsyou’llneedtomakeitsuccessful,andproposeabudgetthatwillbeneededtofundyourcampaign.
• Budgetforyoursocialmediaplan:BasedontheunderstandingofyourclientandthebudgetyoucreatedforyourtacticsinAssignment1,youwillcreateabudgetforallofyoursocialmediaefforts.Includetheindividualcostsforallofyourtactics,yourproposedsocialmediacampaignandsocialmediatools.Includethetotalcostofallofyoureffortsasthebottomlineinthebudget.
• Writeaconclusionprovidingyourfinalsalespitchforyourbrandtomotivatethemtobuyoffonyoursocialmediaplan.IncludetheROIofyourplan,thetotalproposedbudgetamountforyourtactics,tools,andcampaign,andwhythatbudgetshouldbeallocatedtosocialmedia.
FinalProjectLivePresentationDetailsYouwillpresentyoursocialmediaplantoyourinstructorduringyourscheduledtimebetweenJuly21andJuly26.Seethe“FinalLivePresentations”sectionbelowforalistofdatesandtimes.FinalLivePresentationsFinalpresentationstothecourseinstructorwilloccurduringthefollowingdatesandtimes:Thursday,July21,2016:7p.m.–9p.m.ETSaturday,July23,2016:11a.m.–2p.m.ETMonday,July25,2016:7p.m.–8p.m.ETTuesday,July26,2016:7p.m.–8p.m.ETNote:StudentswillneedtosignupforoneofthesedatesandtimesbysigningupforatimeontheFinalPresentationSign-UpSheetinCanvasnolaterthanFriday,July1.YourlivefinalpresentationmustincludeaPowerPoint.Requirementsinclude:
• 7slideminimum,10slidemaximum• Timelimit:7-10minutes• Clearlyoutlinethepresentationincorrespondencewiththestructureoutlined
belowStructureofthePresentation:
• Goalsandobjectives(1slide)• Keyfindingsfromyoursocialmediaauditandcompetitiveanalysis(1slide)
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• Outlineeachsocialmediachannelyouselectedfortheplanandabriefrationaleforeach(1slide)
• Socialmediatacticalplanoutliningtheeffortsyourbrandwillusetogenerateleadsandengageaudiences(1slide)
• Outlineofcontentstrategyandcontentmarketingtools(1slide)• Outlinethetoolsyourteamwilluseforsocialmediamanagementandanalytics
purposesandarationaleforeachone(1slide)• Briefdescriptionofyoursocialmediacampaign(1slide)• Salespitch:Besuretoprovide1slideincludingyourfinalsalespitchtotheheadof
marketingofyourproposedbrand(theinstructorforthiscourse).IncludetheROIofyourplan,atotalproposedbudgetamountforyourtacticsandcampaign,andwhythatbudgetshouldbeallocatedtosocialmedia.Theinstructormaychallengeyouwithquestionsattheendofthepresentationsoyouwillneedtobepreparedtodefendyourplan.Theinstructormayornotaskquestionsbasedonhowwellyoursalespitchisattheendofyourpresentation.Ifanyquestionsareasked,additionaltimewillbeaddedtoyourpresentationwithoutpenalty(1slide).
YourPowerPointmustbeuploadedtoCanvasnolaterthanWednesday,July20,2016,by11:59p.m.ET.Thiswillallowyoutogiveyourfinalpresentationtotheinstructorbeforethelastweekofthecourseandwillalsoenableyoutoreceivefeedbackfromtheinstructorbeforethelastdayofclass.FINALPROJECTINMICROSOFTWORDRUBRIC: 100-90
Excellent89-90Good
Lessthan80Unsatisfactory
Ideas20%
Excelsinrespondingtoassignment.Interesting,demonstratessophisticationofthought.Centralideaisclearlycommunicated,andworthdeveloping.Understandsandcriticallyevaluatessources,appropriatelylimitsanddefinesterms.
Asolidpaper,respondingappropriatelytoassignment.Clearlystatescentralidea,butmayhaveminorlapsesindevelopment.Showscarefulreadingofsources,butmaynotevaluatethemcritically.Attemptstodefineterms,notalwayssuccessfully.
Adequatebutweakerandlesseffective,possiblyrespondinglesswelltoassignment.Presentsthecentralideaingeneralterms.Usuallydoesnotacknowledgeotherviews.Showsbasiccomprehensionofsources,perhapswithlapsesinunderstanding.Ifitdefinesterms,oftendependsondictionarydefinitions.
Organization&Coherence15%
Usesalogicalstructureappropriatetopaper'ssubject,purpose,andaudience.
Showsalogicalprogressionofideasandusesfairlysophisticated
Maylistideasorarrangethemrandomlyratherthanusinganyevident
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Sophisticatedtransitionalsentencesoftendeveloponeideafromthepreviousoneoridentifytheirlogicalrelations.Itguidesthereaderthroughthechainofreasoningorprogressionofideas.
transitionaldevices;e.g.,maymovefromleasttomoreimportantidea.Somelogicallinksmaybefaulty,buteachparagraphclearlyrelatestopaper'scentralidea.
logicalstructure.Mayusetransitions,buttheyarelikelytobesequential(first,second,third)ratherthanlogic-based.Whileeachparagraphmayrelatetocentralidea,logicisnotalwaysclear.Paragraphshavetopicsentencesbutmaybeoverlygeneral,andarrangementofsentenceswithinparagraphsmaylackcoherence.
Support10%
Usesevidenceappropriatelyandeffectively,providingsufficientevidenceandexplanationtoconvince.
Beginstoofferreasonstosupportitspoints,perhapsusingvariedkindsofevidence.Beginstointerprettheevidenceandexplainconnectionsbetweenevidenceandmainideas.Itsexamplesbearsomerelevance.
Oftenusesgeneralizationstosupportitspoints.Mayuseexamples,buttheymaybeobviousornotrelevant.Oftendependsonunsupportedopinionorpersonalexperience,orassumesthatevidencespeaksforitselfandneedsnoapplicationtothepointbeingdiscussed.Oftenhaslapsesinlogic.
Creativity35%
Contentdevelopedfortheeditorialcalendarandsocialmediapostsarerelevantandengaging.Itisevidentthatthestudenthasastrongcommandofthenativelanguageofeachsocialmediaplatformandiscapableofdeliveringcreativeandengagingcontentforthebrand.
Contentdevelopedfortheeditorialcalendarandsocialmediapostsarerelevant,butlessengaging.Thestudentstillshowsastrongcommandofthenativelanguage.Thecontentisstraightforwardandappropriatelyrepresentsthebrand.However,itisnotengagingandlacksthe“shareability”factor.
Contentdevelopedfortheeditorialcalendarandsocialmediapostsarenotrelevantorengaging.Thestudentdoesnotshowacommandofthenativelanguageofeachsocialmediaplatform.
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Style10%
Chooseswordsfortheirprecisemeaningandusesanappropriatelevelofspecificity.Sentencestylefitspaper'saudienceandpurpose.Sentencesarevaried,yetclearlystructuredandcarefullyfocused,notlongandrambling.
Generallyuseswordsaccuratelyandeffectively,butmaysometimesbetoogeneral.Sentencesgenerallyclear,wellstructured,andfocused,thoughsomemaybeawkwardorineffective.
Usesrelativelyvagueandgeneralwords,mayusesomeinappropriatelanguage.Sentencestructureisgenerallycorrect,butsentencesmaybewordy,unfocused,repetitive,orconfusing.
Mechanics10%
Almostentirelyfreeofspelling,punctuation,andgrammaticalerrors.
Maycontainafewerrors,whichmayannoythereaderbutnotimpedeunderstanding.
Usuallycontainsseveralmechanicalerrors,whichmaytemporarilyconfusethereaderbutnotimpedetheoverallunderstanding.
FINALPROJECTPRESENTATIONRUBRIC:Category 100-90
Excellent89-80Good
LessThan80Unsatisfactory
Organization15%
Thepresentationshowsunderstandingofthetargetaudienceofselectedbrandandistailoredtotheheadofmarketingofthatbrand.Informationispresentedinalogicalsequence.Presentationdemonstratesunderstandingoflecturesandreadingmaterialsinthecourse.
Thepresentationshowssomeunderstandingofthetargetaudienceandselectedbrand,butgoesoffintangentsand/orisnotfocused.Informationispresentedinamorerandom,butstillsomewhatlogicalsequence.Presentationdemonstratessomeunderstandingoflecturesandreadingmaterialsinthecourse,butlacksfullunderstanding.
Thepresentationdoesnotshowanunderstandingofthetargetaudienceandselectedbrand.Informationisnotpresentedinalogicalsequence.Presentationdemonstratesalackofunderstandingoflecturesandreadingmaterialsinthecourse.
Content45%
Introductionisattentiongetting,identifiestheclient’sneeds,andestablishesa
Introductiongrabssomeattentionandidentifiessomeorbasicneedsoftheclient.The
Theintroductiondoesnotfullygrabtheattentionoftheaudience,doesnotidentifyrelevant
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frameworkfortherestofthepresentation.Technicaltermsarewelldefinedinlanguageappropriatefortheheadofmarketingofthestudent’sselectedbrand.Presentationcontainsaccurateinformation.Materialincludedisrelevanttotheoverallmessage/purpose.Appropriateamountofmaterialisprepared,andpointsmadereflecttheirrelativeimportance.ThestudentprovidesaconvincingsalespitchattheendofthepresentationsummarizingtheROIofthesocialmediaplan,atotalproposedbudgetamountfortactics,andwhythatbudgetshouldbeallocatedtosocialmedia.
introductiongenerallyestablishesaframeworkfortherestofthepresentation.Sometechnicaltermsaredefinedappropriately,howeversomemaynotbeclearordefinedwell.Presentationcontainsaccurateinformation,buttheremaybesomeideasnotbackedbyresearchorthatarenotconsideredgoodsocialmediapractice.Somematerialisrelevant,butsomematerialdoesnotsupporttheoverallmessage/purpose.Thepresentationincludesmostoftheamountofmaterialprepared,butmaybemissingsomecomponents.Thesalespitchattheendisalittleconvincing,butdoesnotsellitenoughtomanagementtobuyoffontheplan.TheSVPofmarketingmayormaynotapproveoftheplanaccordingtothewayitispresented.
needsoftheclient,andfailstoestablishthemosteffectiveframeworkfortherestofthepresentation.Technicaltermsaregenerallynotwelldefinedinlanguagethatisappropriatefortheheadofmarketing.Presentationgenerallycontainsinformationthatisnotaccurateandisnotbackedbyresearch.Someideaspresentedmaynotbeconsideredgoodsocialmediapractice.Thematerialpresentedisgenerallynotsupportiveoftheoverallmessage/purpose.Thepresentationislackingenoughmaterialandismissingtoomanyoftherequiredcomponents.Thesalespitchattheendofthepresentationfailstoconvincetheheadofmarketingtoapproveoftheplan.Thepresentationmaynotincludeenoughinformationfortheheadofmarketingtomakethedecisiontobuyintotheplan.
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Presentation40%
Speakerusesaclear,audiblevoice.Speakermaintainsgoodeyecontactwiththeaudienceandisappropriatelyanimated(e.g.gestures,movingaround,etc.)Deliveryispoised,controlledandsmooth.Goodlanguageskillsandpronunciationareused.Presentationslidesarewellprepared,informative,andnotdistractingwithmoreofavisualfocus.Lengthofpresentationis5-7minutes.Informationiswellcommunicated.
Speakerusesaclear,audiblevoiceattimes,butothertimesmayspeaktoofastorbehardtohear.Speakergenerallymakesgoodeyecontact,butreliesmoreonnotesratherthanontheaudience.Thespeakerisalsonotasanimated.Deliveryattimesispoised,controlled,andsmooth,andatothertimesisnot.Speakergenerallyusesgoodlanguageskillsandpronunciation,butsomewordsmaybehardtohearorunderstand.Somepresentationslidesarewellprepared,informative,andnotdistracting,butothersmaycontaintoomuchtextand/orhavedistractingdesign.Presentationisslightlyshorteroralittlebitlongerthantherequiredtimelength.Somepartsofthepresentationarewellcommunicated,whileotherpartsarenotasclear.
Speakergenerallydoesnotuseaclear,andaudiblevoice.Speakermayusesomeeyecontact,butreliesheavilyonnotesorislookingelsewherethanattheheadofmarketingtheyarepresentingto.Deliveryisgenerallynotcontrolledandsmooth.Manywordsthroughoutthepresentationarenotpronouncedwell.Wordsaregenerallyhardtohearandunderstand.Presentationslidesaregenerallynotwellprepared,lackenoughinformation,andmaycontaintoomuchtextandhavedistractingdesign.Presentationisunderorovertherequiredtimelimitbytwominutesormore.Thepresentationisgenerallynotwellcommunicatedandisnotclearinmanyareas.
SocialMediaTemplatesTosaveyoutime,considerusingsomeoralloftheseSocialMediaTemplates.AnnouncementstabinCanvasshell
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BesuretochecktheAnnouncementstabintheCanvasshellregularlyforinformationonclassassignments,changesandotherclassinformation.Inaddition,importantinformation(butnotallAnnouncements)willbesentviaemailwhenitispostedinthistab.GradingYourworkwillbeevaluatedinthecourseaccordingtothefollowingdistribution:DiscussionPosts 20%DiscussionPostComments 10%Assignments 40%FinalProject 30%TOTAL 100%Gradeswillbedeterminedasfollows:A 93-100%A- 90-92%B+ 87-89%B 83-86%B- 80-82%C+ 77-79%C 73-76%C- 70-72%D+ 67-69%D 60-66%E 0-59%Note:Iroundwhenassigninggrades.Whenthegradefallsata.5orabove,Iwillrounditup.GradingpolicyGeneralUniversitypoliciesregardinggradescanbefoundat:https://catalog.ufl.edu/ugrad/current/regulations/info/grades.aspxLateWorkandMakeUpPolicyWorkintheclassmustbeturnedinontimetoreceivefullcredit.Lateworkcanonlyreceivefullcreditinextremecircumstances(i.e.familyemergencies).Ifyouanticipatenotmakingaprojectdeadlineduetoanyemergency,pleasecontacttheinstructorassoonaspossibleviaemailatjpreusz@jou.ufl.edu.Lateworkwillbedockedthefollowingpoints:
• Lessthananhourlate 05pointsoff• Morethananhourlatebutlessthan24hourslate 10pointsoff• Morethan24hourslatebutlessthan48hourslate 15pointsoff• Morethan48hourslate 25pointsoff• Aweekormorelate Notacceptedatall
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Requirementsforclassattendanceandmake-upexams,assignments,andotherworkinthiscourseareconsistentwithuniversitypoliciesandcanbefoundat:https://catalog.ufl.edu/ugrad/current/regulations/info/attendance.aspxUniversityPoliciesUniversityPolicyonAccommodatingStudentswithDisabilities:StudentsrequestingaccommodationfordisabilitiesmustfirstregisterwiththeDeanofStudentsOffice(http://www.dso.ufl.edu/drc/).TheDeanofStudentsOfficewillprovidedocumentationtothestudentwhomustthenprovidethisdocumentationtotheinstructorwhenrequestingaccommodation.Youmustsubmitthisdocumentationpriortosubmittingassignmentsortakingthequizzesorexams.Accommodationsarenotretroactive,therefore,studentsshouldcontacttheofficeassoonaspossibleinthetermforwhichtheyareseekingaccommodations.StudentswithDisabilitieswhomayneedaccommodationsinthisclassareencouragedtonotifytheinstructorandcontacttheDisabilityResourceCenter(DRC)sothatreasonableaccommodationsmaybeimplemented.DRCislocatedinroom001inReidHalloryoucancontactthembyphoneat352-392-8565.Universitycounselingservicesandmentalhealthservices:**Netiquette:CommunicationCourtesy:Allmembersoftheclassareexpectedtofollowrulesofcommoncourtesyinallemailmessages,threadeddiscussionsandchats.http://teach.ufl.edu/wp-content/uploads/2012/08/NetiquetteGuideforOnlineCourses.pdfClassDemeanor:Masteryinthisclassrequirespreparation,passion,andprofessionalism.Studentsareexpected,withintherequirementsallowedbyuniversitypolicy,toattendclass,beontime,andmeetalldeadlines.Workassignedinadvanceofclassshouldbecompletedasdirected.Fullparticipationinonlineandlivediscussions,groupprojects,andsmallgroupactivitiesisexpected.Myroleasinstructoristoidentifycriticalissuesrelatedtothecourse,directyoutoandteachrelevantinformation,assignappropriatelearningactivities,createopportunitiesforassessingyourperformance,andcommunicatetheoutcomesofsuchassessmentsinatimely,informative,andprofessionalway.Feedbackisessentialforyoutohaveconfidencethatyouhavemasteredthematerialandformetodeterminethatyouaremeetingallcourserequirements.Atalltimesitisexpectedthatyouwillwelcomeandrespondprofessionallytoassessmentfeedback,thatyouwilltreatyourfellowstudentsandmewithrespect,andthatyouwillcontributetothesuccessoftheclassasbestasyoucan.
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GettingHelp:ForissueswithtechnicaldifficultiesforE-learninginSakai,pleasecontacttheUFHelpDeskat:● [email protected]● (352)392-HELP-selectoption2● https://lss.at.ufl.edu/help.shtml**Anyrequestsformake-upsduetotechnicalissuesMUSTbeaccompaniedbytheticketnumberreceivedfromLSSwhentheproblemwasreportedtothem.Theticketnumberwilldocumentthetimeanddateoftheproblem.YouMUSTe-mailyourinstructorwithin24hoursofthetechnicaldifficultyifyouwishtorequestamake-up.Otherresourcesareavailableathttp://www.distance.ufl.edu/getting-helpfor:
• CounselingandWellnessresources http://www.counseling.ufl.edu/cwc/Default.aspx
352-392-1575• Disabilityresources• Resourcesforhandlingstudentconcernsandcomplaints• LibraryHelpDesksupportShouldyouhaveanycomplaintswithyourexperienceinthiscoursepleasevisithttp://www.distance.ufl.edu/student-complaintstosubmitacomplaint.CourseEvaluation:Studentsareexpectedtoprovidefeedbackonthequalityofinstructioninthiscoursebasedon10criteria.Theseevaluationsareconductedonlineathttps://evaluations.ufl.eduEvaluationsaretypicallyopenduringthelasttwoorthreeweeksofthesemester,butstudentswillbegivenspecifictimeswhentheyareopen.Summaryresultsoftheseassessmentsareavailabletostudentsathttps://evaluations.ufl.edu/resultsUniversityPolicyonAcademicMisconduct:AcademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentsshouldbesurethattheyunderstandtheUFStudentHonorCodeathttp://www.dso.ufl.edu/students.phpTheUniversityofFloridaHonorCodewasvotedonandpassedbytheStudentBodyintheFall1995semester.TheHonorCodereadsasfollows:Preamble:InadoptingthisHonorCode,thestudentsoftheUniversityofFloridarecognizethatacademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentswhoenrollattheUniversitycommittoholdingthemselvesandtheirpeerstothehighstandardofhonorrequiredbytheHonorCode.AnyindividualwhobecomesawareofaviolationoftheHonorCodeisboundbyhonortotakecorrectiveaction.Astudent-run
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HonorCourtandfacultysupportarecrucialtothesuccessoftheHonorCode.ThequalityofaUniversityofFloridaeducationisdependentuponthecommunityacceptanceandenforcementoftheHonorCode.TheHonorCode:“We,themembersoftheUniversityofFloridacommunity,pledgetoholdourselvesandourpeerstothehigheststandardsofhonestyandintegrity.”OnallworksubmittedforcreditbystudentsattheUniversityofFlorida,thefollowingpledgeiseitherrequiredorimplied:"Onmyhonor,Ihaveneithergivennorreceivedunauthorizedaidindoingthisassignment."Formoreinformationaboutacademichonesty,contactStudentJudicialAffairs,P202PeabodyHall,352-392-1261.ACADEMICHONESTYAllgraduatestudentsintheCollegeofJournalismandCommunicationsareexpectedtoconductthemselveswiththehighestdegreeofintegrity.Itisthestudents’responsibilitytoensurethattheyknowandunderstandtherequirementsofeveryassignment.Ataminimum,thisincludesavoidingthefollowing:Plagiarism:Plagiarismoccurswhenanindividualpresentstheideasorexpressionsofanotherashisorherown.Studentsmustalwayscreditothers’ideaswithaccuratecitationsandmustusequotationmarksandcitationswhenpresentingthewordsofothers.Athoroughunderstandingofplagiarismisapreconditionforadmittancetograduatestudiesinthecollege.Cheating:Cheatingoccurswhenastudentcircumventsorignorestherulesthatgovernanacademicassignmentsuchasanexamorclasspaper.Itcanincludeusingnotes,inphysicalorelectronicform,inanexam,submittingtheworkofanotherasone’sown,orreusingapaperastudenthascomposedforoneclassinanotherclass.Ifastudentisnotsureabouttherulesthatgovernanassignment,itisthestudent’sresponsibilitytoaskforclarificationfromhisinstructor.MisrepresentingResearchData:Theintegrityofdatainmasscommunicationresearchisaparamountissueforadvancingknowledgeandthecredibilityofourprofessions.Forthisreason,anyintentional14misrepresentationofdata,ormisrepresentationoftheconditionsorcircumstancesofdatacollection,isconsideredaviolationofacademicintegrity.Misrepresentingdataisaclearviolationoftherulesandrequirementsofacademicintegrityandhonesty.Anyviolationoftheabovestatedconditionsisgroundsforimmediatedismissalfromtheprogramandwillresultinrevocationofthedegreeifthedegreepreviouslyhasbeen
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awarded.StudentsareexpectedtoadheretotheUniversityofFloridaCodeofConducthttps://www.dso.ufl.edu/sccr/process/student-conduct-honor-codeIfyouhaveadditionalquestions,pleaserefertotheOnlineGraduateProgramStudentHandbookyoureceivedwhenyouwereadmittedintotheProgram.COURSESCHEDULEREADTHISFIRST:Consulteachweek’smoduleintheonlinecourseonCanvasforrecordedorlivelectureinformation,acompletelistofreadings,tools,assignmentdetails,anddiscussionpostrequirements.ItisyourresponsibilitytofrequentlylogintotoCanvasandtostayontopofthecoursematerial.RecordedlectureswillbepostedweeklyandshouldbewatchedbeforetheinitialdiscussionpostispublishedliveonCanvas.Someweekswillhavelivelecturesinsteadofarecordedlecture.Checkeachweek’smoduleonCanvastoseewhenlivelectureswillbeoffered.Note:WatchtheCourseIntroductionandSyllabusLecturebeforestartingWeek1.WEEKLYTASKSDUEDATESDiscussionPosts:Tuesdayby11:59p.m.,ETDiscussionPostComments:Fridayby11:59p.m.,ETRespondtoAllCommentsinYourDiscussionPostThreadDue:Sundayby11:59p.m.ETASSIGNMENTDUEDATESBrandSelection&RationaleDue:May16,2016by11:59p.m.ETAssignment1-SocialMediaStrategyandTacticalPlan:June3,2016by11:59p.m.ETAssignment2-ContentStrategyPlan&EditorialCalendar:June20,2016by11:59p.m.ETAssignment3-SocialMediaContentExamples:July8,2016by11:59p.m.ETFinalProjectinMicrosoftWordDue:Wednesday,July20,2016by11:59p.m.ETFinalProjectinPowerPointDue:Wednesday,July20,2016by11:59p.m.ETFinalPresentationstotheinstructorwilltakeplaceduringJuly21,23,25,26
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WEEKLYSCHEDULE__________________________________________________________________________________________________WEEKONE:May9-15,2016IntrotoSocialMediaManagementInthefirstweekofthiscourse,wewillprovideanoverviewofsocialmediamanagementincludingtheskillsandrolesofsocialmediamanagers,beststrategiestofindnewclients/brandsinneedofsocialmediaservices,andtipsonhowtoeffectivelyworkwithaclient/brand.Wewillalsodiscussthestepstobuildingasuccessfulsocialmediaplan.__________________________________________________________________________________________________WEEKTWO:May16-22,2016AuditingYourSocialMediaProgramBeforeworkingonandexecutingasocialmediaplan,asocialmediamanagermustconductanauditoftheexistingsocialmediachannelsofthebrandtheyrepresent.Wewilldiscussthecomponentsofasocialmediaaudit,howtoconductacompetitiveanalysis,andhowtoproperlyanalyzeyourtargetaudience.Reminder:YourBrandSelection&RationaleisdueonMay16ofthisweek.ConsulttheBrandSelection&Rationalesectionofthissyllabusformoreinformation.__________________________________________________________________________________________________WEEKTHREE:May23-29,2016SocialMediaStrategy&TacticsAsocialmediastrategyiscrucialtothesuccessofanysocialmediamanager.Wewilldiscussthecomponentsofasocialmediastrategyincludinggoals,objectives,andselectingsocialmediachannels.Wewillalsocovertacticsandhowtheycanhelpincreaseengagementandfollowersonsocialmedia.Creatingabudgettocoverthecostsofeachtacticwillbeaddressed. WEEKFOUR:May30–June5,2016SocialMediaManagement&OrganizationToolsBeforeexecutingasocialmediaplan,asocialmediamanagermustbeawareofthetoolstomanageandorganizetheirwork.Wewilldiscusshowtoeffectivelyleveragetoolstoschedulesocialmediaposts,createengagingcontent,measureyourprogress,andmore.Reminder:Assignment1–SocialMediaStrategyandTacticalPlanisdueonJune3thisweekinCanvas.Pleaseconsultthe“Assignments”sectionofthissyllabusandonCanvasformoreinformation.
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WEEKFIVE:June6-12,2016ContentManagementDuringthisweekofthecourse,wewilldiscussthevariouscontentplatformsthatareavailableforsocialmediamanagerstoleverageforsocialmediacontent.Theseplatformsincludeblogs,webinars,videos(YouTube),podcasts,andwebsites.Wewillalsodiscusshowsocialmediamanagerscancreateacontentstrategyandaneditorialcalendarsotheycaneffectivelymanagetheircontent.Thebesttypesofcontentforsocialmediawillalsobediscussed. WEEKSIX:June13–19,2016ContentCreationAcrucialpartofbeingasuccessfulsocialmediamanageristoknowhowtocreatecontentthatwillengagethemasses.Wewilldiscussstrategies,tips,andtoolstomakeyourcontentappealtoyourtargetaudience.Bestpracticesforsocialmediapostwriting,imagery,andbrandingforeachsocialmediachannelwillalsobediscussed.WEEKSEVEN:June20-26,2016SocialMediaROI:AnalyticsandReportingInthisweekofthecourse,wewilldiscusstheROIofsocialmedia,metricsthatmattermosttosocialmediamanagers,howtogenerateareportshowingsocialmediaanalytics,andhowtoeffectivelysellyoursocialmediaplantoseniormanagement.Reminder:Assignment2isdueonJune20thisweekinCanvas.Pleaseconsultthe“Assignments”sectionofthissyllabusandonCanvasformoreinformation.WEEKEIGHT:June27–July3,2016SocialMediaLeadGeneration&ConversionInthisweek,wewilldiscusshowyoucangenerateleadsandconvertthoseleadsviasocialmedia.Topicssuchasgatedcontent,call-to-action(CTA),promotioncodes,Facebooktabs,socialmediacampaigns,andsocialmediaadvertisingchannelswillbediscussed.Reminder:Makesureyousign-upforatimesloton“FinalPresentationSign-UpSheet”inCanvasnolaterthanFriday,July1thisweek.
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WEEKNINE:July4–10,2016MaximizingYourVisibility:SocialMedia&SEOInthisweek,wewilldiscusshowyoucanmaximizethevisibilityofyoursocialmediacontentbyeffectivelyoptimizingyoursocialmediachannels.ImportantSEOtopicssuchasintegratingsocialmediawithothermarketingchannels,makingimagesthepropersizes,socialmediabuttonsandicons,keywords,andlinkbuildingwillbeaddressed.Reminder:Assignment3isdueonJuly8thisweekinCanvas.Pleaseconsultthe“Assignments”sectionofthissyllabusandonCanvasformoreinformation.WEEKTEN:July11-17,2016CommunityManagementEverysocialmediamanagerneedstoknowhowtobeagoodcommunitymanager.Thisincludesmonitoringsocialmediaposts,listeningtocustomers,respondingtocommentsbothnegativeandpositive,andreachingouttokeyinfluencersandturningthemintosocialmediabrandambassadors.WEEKELEVEN:July18–24,2016SocialMediaCrisisManagementAsocialmediacrisiscanbedamagingforabrand.Wewilllookatsomecasestudiesofbrandsthathandledcriseseffectivelyandthosethathandledthempoorlyandtheconsequencesofnotrespondingappropriately.Wewilldiscusshowtocreateasocialmediacrisismanagementplanandasocialmediapolicytohelpavoidcrisesandtohaveaplanofactionincasetheydohappen.Yourfinalprojectwillbeduethisweek.Consultthefollowingfinalprojectduedates:FinalProjectinMicrosoftWordDue:Wednesday,July20,2016by11:59p.m.ETFinalProjectinPowerPointDue:Wednesday,July20,2016by11:59p.m.ETFinalPresentationswilltakeplaceduringJuly21,23,25,26.Youwillpresentduringthetimeyousignedupforonthe“FinalPresentationSign-UpSheet”inCanvas.WEEKTWELVE:July25–31,2016TheFutureofSocialMediaManagementInthislastweekofthecourse,wewilldiscussthefutureevolutionofsocialmediaandhowemergingtechnologiessuchasgeo-location,wearabletech,bigdata,andmorewillimpacthowpeopleshareandcommunicateonline.Wewillalsodiscusshowsocialmedia
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managerscaneffectivelystayontopofthelatestsocialmediatrendsandchannelupdatesandhowtocontinuallyinnovatetheirstrategies.Disclaimer:Thissyllabusrepresentsmycurrentplansandobjectives.Aswegothroughthesemester,thoseplansmayneedtochangetoenhancetheclasslearningopportunity.Suchchanges,communicatedclearly,arenotunusualandshouldbeexpected.
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