NewhouseSU Com 600 Social Media Theory and Practice #NewhouseSM6 - Fall 2012 syllabus

1. COM 600 M00
Social Media Theory & Practice
Fall 2012
Tuesday 11:00 AM - 1:45 pm
Newhouse 2 355
Professor: Dr. William Ward
email: dr4ward@me.com
twiiter @dr4ward
office: NH 2, 339
phone: 315-443-9245
office hours: Tues. 2-4 PM
Wed. Noon - 2:00 PM or by apt (Also via G+ Hangouts)
Twitter Class Hashtag #NewhouseSM6
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Class Description: This fast paced course examines the strategic use of digital
and social media platforms and tools for professional purposes. There is an
emphasis on hands-on experience and skill. Students will analyze various digital
and social media platforms and tools for developing professional profiles,
creating professional learning networks, creating professional content, engaging
and collaborating.Students will learn how to use social media to conduct
research, improve job performance, increase marketing effectiveness and
efficiency, and develop strategies for integrating, evaluating and planning Social
Media to achieve positive results in any field or industry. Students will also
critically assess the pros, cons, and future developments related to this rapidly
evolving medium.
Course Objectives: Upon completion of this class students should, among other
things:
understand the culture of professional social engagement and socially
enabled organizations and professions;
develop team building and collaborations skills through the professional
use and integration of multiple social networks like Twitter, Facebook,
LinkedIn, and Google+.
gain insight through hands-on technical experience with professional
social sharing, listening, monitoring, and analytics using Hootsuite Pro and
other digital tools;
evaluate internal and external social media strategy and integration from an
interdisciplinary perspective across multiple departments and industries
apply Social Media Theory& Case Study to a variety of industries and
situations in a rapidly changing landscape
Text:. Course readings and content will be delivered entirely digital and online

2. and mostly available for free. You will be able to access course readings and
content daily/weekly. Case studies, readings, videos, industry guest speakers,
and other course content will be delivered using numerous Digital and Social
Media platforms and tools.
You will be accessing the course content with many Social Media and Digital
platforms and tools and will be learning how to use them professionally.
Social Media and Digital Platforms including RSS feeds, blogs, LinkedIn, Twitter, Google
/ G+, Facebook … and many more.
Requirements:You will be required to bring your laptop and/or tablet
devices to every class. Mobile Smartphone use is also encouraged during class
but you will still need to bring your laptop and/or tablet every time. Smartphones
do not allow enough editing and viewing capabilities to be sufficient for class
purposes.
The world is watching you/us –Reminder: Laptop, tablet and mobile devicesare
to be used for class and professional purposes only during class, not for personal
social interactions.
Grade Determination: Your final grade will be based upon the following:
In-class Attendance &Social Media Participation 150pts / 25%
Outside of Class SM Engagement -Klout Score 75 pts / 12.5%
Two Outside Events(NewhouseGLDSM or alternative proposals)75 pts / 12.5%
Weekly Assignments 75 pts. / 12.5%
Team Teaching Presentation - Theory or Case Study 225 pts / 37.5%
Total Points 600 pts / 100%
Grading Scale:
93 – 100% A
90 – 92 A-
87 – 89 B+
83 – 86 B
80 – 82B-
77 – 79 C+
73 – 76 C
70 – 72 C-
67 - 69D+
63 - 66 D
60 – 62 D-
59 or less Epic Fail
Skills: Students will learn by doing. Students will gain hands on experience with
new digital tools and social media platforms to understand and evaluate best
practices and strategy being used by professionals today.
Classroom Expectations: I enjoy an open and informal classroom atmosphere.
You are encouraged to share information and personal experiences, and ask

3. questions during lectures and discussions. The most effective learning takes
place during two-way communication. Your classroom participation is
encouraged inside and out of the classroom and your grade will reflect your
contributions. Digital and Social Media participation is mandatory.
In-Class Attendance &Social Media Participation (25%): Being present in
class and contributing to class discussions face-to-face and online will result in a
higher grade. Failure to participate in class activities and repeatedly arriving late
or being absent will lower your participation grade. Digital and Social Media
participation is mandatory.
Attendance at all class meetings is expected in order to assure an even flow of
information and a minimum of disruption for both me and the other members of
your class. An absence will lower your grade, plus participation points for
assignments done in class. We will not make any special accommodation for you
if you miss an assignment or a deadline. Late assignments will not be accepted,
nor made up without my prior approval.
Outside of Class Social Media Engagement - Klout Score (12.5%): Klout
measures influence based on your ability to drive action on social networks, and
how you drive more engaging and relevant professional content for everyone. It
is one way that employers are evaluating your social media experience and
potential. You will learn how to use social media like a pro and your influence
score will improve on professional topics of interest throughout the semester.
Two Outside Events (NewhouseGLDSM or alternative proposals) (12.5%):
The Newhouse Global Leaders In Digital and Social Media Speaker series
explores innovative digital and social media engagement from around the world.
Speakers represent leadership in thought and innovation in their fields. Attending
live events and participating with social media back channels in real-time is
required. Social communication before & after an event is also required.
Weekly Assignments (12.5%): Students learn by doing. Learning does not
take place once a week during class but on a frequent and regular basis. Daily
and weekly assignments will require class engagement and reflection outside of
class to demonstrate conceptual understanding and insight. Digital and Social
Media participation is mandatory. Weekly assignments will require application
and use of digital and mobile tools and social media platforms used for
professional purposes.
Team or Individual TeachingPresentation (Theory or Case Study 37.5%):
Student teams will design, implement, and present a multi-media „deep dive‟
presentation to teach the class on some aspect of the course subject matter.
Team teaching will include 20 minute multi-media presentations followed by

4. discussion. Examples of Presentation subjects include but are not limited to:
case study of integrated social media best practice, an in-depth analysis of a
particular digital tool or social media platform, a look at social marketing in
different fields, etc. Instructor approval is required.
Class Schedule: The following schedule is for reference only. The dates, other
than the final exam date, are approximates. We will make every attempt to stay
as close to these target dates as possible. Topics are subject to change.
Week 1 - August 28: Introduction to Social Media Strategy & Social
Dashboard
Syllabus - COM 600 Social Media Theory and Practice #NewhouseSM6
Social Media Theory and Practice #NewhouseSM6 Spring 2012 "To Do" List -
Due Sun., Sept. 2
Week 2 - September 4: Social Listening
Social Media Theory and Practice #NewhouseSM6 Spring 2012 "To Do" List -
Due Sun., Sept. 9
Week 3 - September 11: Social Engagement
Social Media Theory and Practice #NewhouseSM6 Spring 2012 "To Do" List –
Due Sun., Sept. 16
Week 4 – September 18: Social Collaboration
Social Media Theory and Practice #NewhouseSM6 Spring 2012 "To Do" List -
Due Sun., Sept. 23
Personal Branding, Blogs & Social Media Dashboards
Week 5 - September 25: Social Analytics & Measurement
Social Media Theory and Practice #NewhouseSM6 Spring 2012 "To Do" List -
Due Wed., Sept. 30
Week 6 – October 2: Advanced Social Media Tactics
Social Media Theory and Practice #NewhouseSM6 Spring 2012 "To Do" List -
Due Sun., Oct. 7
Week 7 – October 9: Social Integration

5. Social Media Theory and Practice #NewhouseSM6 Spring 2012 "To Do" List -
Due Sun., Oct. 14
Week 8 – October 16: Content Creation
Social Media Theory and Practice #NewhouseSM6 Spring 2012 "To Do" List -
Due Sun. Oct. 21
Week 9 –October 23: Social Curation
Social Media Theory and Practice #NewhouseSM6 Spring 2012 "To Do" List -
Due Sun., Oct. 28
Week 10 – October 30: Team Meetings
Week 11–November 6Team Meetings
Week 12 – November 13: Final Team Teaching Presentations
Final Team Teaching Presentations - Tues., Nov. 13
Week 13 – November 20 Thanksgiving Break
Week 14 – November 27
Final Team Teaching Presentations – Tues. Nov. 27
Week 15 – December 4
Review Team Teaching Presentations – Tues. Dec. 4
Week 16 – December 10 - Final Exam Week
Academic Integrity
The Newhouse School follows the Syracuse University Academic Integrity Policy,
which holds students accountable for the integrity of the work they submit.
Students should be familiar with the Policy [http://academicintegrity.syr.edu/] and
know they are responsible to learn about instructor and general academic
expectations with regard to proper citation of sources in written work. The policy
also governs the integrity of work submitted in exams and assignments, as well
as the veracity of signatures on attendance sheets and other verifications of
participation in class activities.
“it is not permissible for any student to submit the same material, with

6. substantially the same style, structure, or wording, to instructors in two or
more courses.”
New for Fall 2011:The amended university policy to set a higher standard
sanction for a first offense: course failure, accompanied by the transcript
notation, “Violation of the Academic Integrity Policy.” The standard sanction for a
first offense by a graduate or professional student is suspension or expulsion.
Persons With Disabilities
If you believe that you need accommodations for a disability, please contact the
Office of Disability Services (ODS), disabilityservices.syr.edu, located at 804
University Avenue, room 309 or call 315 443 4498 for an appointment to discuss
your needs and the process for requesting accommodations. ODS is responsible
for coordinating disability-related accommodations and will issue students with
documented disabilities “Accommodation Authorization Letters,” as appropriate.
Since accommodations may require early planning and generally are not
provided retroactively, please contact ODS as soon as possible.
Our community values diversity and seeks to promote meaningful access to
educational opportunities for all students. Syracuse University and the Newhouse
faculty are committed to your success and to supporting Section 504 of the
Rehabilitation Act of 1973 as amended and the Americans with Disabilities Act
(1990). This means that in general no individual who is otherwise qualified shall
be excluded from participation in, be denied benefits of, or be subjected to
discrimination under any program or activity, solely by reason of having a
disability.
You are also welcome to contact your professor privately to discuss you
academic needs although faculty cannot arrange for disability-related
accommodations.
Religious Observances
SU‟s religious observances policy can be found at
SUpolicies.syr.edu/emp_ben/religious_observance.htm SU recognizes the
diversity of faiths represented among the campus community and protects the
rights of students, faculty and staff to observe religious holy days according to
their tradition. Students will be provided an opportunity to make up any
examination, study or work requirements that may be missed due to a religious
observance provided they notify the instructor before the end of the second week
of classes.

7. New this year:Students who plan to observe a religious holiday this term must
use the online notification process on MySlice, available only the first two weeks
of classes. Those notices will be available to faculty on September 12. If you are
observing the Muslim holy day which falls before then, please contact your
instructor directly.
Use of Student Work (FERPA)
The professor will use academic work that you complete this semester for
educational purposes in this course during this semester. Your registration and
continued enrollment constitute your permission.The professor will use academic
work that you complete this semester in subsequent semesters for educational
purposes. Before using your work for that purpose, your professor is required to
either get your written permission or render the work anonymous by removing all
your personal identification. Use of Social Media constitutes your permission as
search engines archive all content created for this class.