General Description
484-3 Social Media and Digital Communication. Advanced application of contemporary theories in communication studies, particularly those related to principles of rhetoric and persuasion, in digitally mediated environments. Course topics cover the generation, management, and consumption of digital communication within social media and other Web platforms. Includes writing content strategy plans and study of tools used to curate, analyze, and interpret digital documents and information.
Course Goals
This course is designed to introduce students to the field of social media management and search engine optimization from the perspective of the communication studies discipline. Students will learn how to leverage social media and other Web platforms to achieve personal, professional, and organizational objectives. While students will learn the language of social media and several important technical skills related to the design of webpages, wikis, (micro)blogs, podcasts, etc., emphasis is placed on generation and curation of content that achieves employment goals. Discussions of the benefits, risks, and challenges of social media will prepare students for the realities of implementing social media in their professional lives.
Course Objectives
By the end of this course, students will
484-3 Social Media and Digital Communication. Advanced application of contemporary theories in communication studies, particularly those related to principles of rhetoric and persuasion, in digitally mediated environments. Course topics cover the generation, management, and consumption of digital communication within social media and other Web platforms. Includes writing content strategy plans and study of tools used to curate, analyze, and interpret digital documents and information.
Course Goals
This course is designed to introduce students to the field of social media management and search engine optimization from the perspective of the communication studies discipline. Students will learn how to leverage social media and other Web platforms to achieve personal, professional, and organizational objectives. While students will learn the language of social media and several important technical skills related to the design of webpages, wikis, (micro)blogs, podcasts, etc., emphasis is placed on generation and curation of content that achieves employment goals. Discussions of the benefits, risks, and challenges of social media will prepare students for the realities of implementing social media in their professional lives.
Course Objectives
By the end of this course, students will
- understand the need to stay abreast of advances in communication technology in order to succeed as a professional
- understand how social media platforms and content can be used to engage different audiences
- learn to create and optimize content for search engines, and create content on topics likely to attract organic search traffic (plus how to monitor and read Google analytics reports
- develop curation and media management strategies, which include learning to monitor social media sites and creatively respond to comments
- learn where to find resources that will help them stay informed about emerging trends and developments in social media
- continue to improve rhetorical skills, which includes the effective and ethical use of the canons of rhetoric to build and maintain organizational and personal identities (i.e., brands)
- continue to improve technical writing skills, which includes improved use of elements of grammar, mechanics and punctuation, and style
- understand the organizational functions that social media can perform, such as building, maintaining, and disrupting organizational cultures and structures
Textbooks & Course Materials
Required (all students)
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Coursera: Students are required to register for the Northwestern Social Media Marketing MOOC provided through Coursera. This is free; however, it is recommended that students pay the 1-year subscription fee of $250 to receive premium resources and earn the certificate. Details about this will be provided in class.
Graduate students can expect to develop their own reading packet (must be approved), which should include approx. 15 peer-reviewed articles. I am flexible on the types of assignments you want to complete to meet the graduate-level requirements.
Resources
Pedagogy
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Methods of Instruction
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Likely Assignments
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