COMM 268
Social Media
Spring 2012
Instructor: (Bryan) Ming Wang, ABD
Office: 202 MTC
Office phone: (641) 673-2106
Email: wangm@wmpenn.edu
Office hours: MW 3:30 – 4:30 p.m. or by
appointment
Course Location: 103 MTC
Time: Monday, Wednesday, and Friday 2:15 – 3:05 p.m.
Course Web site: http://www.bryanmingwang.com/teaching/comm268
William Penn University Mission Statement
William Penn University provides the opportunity for an educational experience with a focus on leadership,
technology, and the Quaker principles of simplicity, peace-making, integrity, community, and equality.
COURSE DESCRIPTIONS
Course description
This course offers an in-depth exploration of social media practices and theories. Students will study a wide
variety of social media tactics, and examine unique functions of each tactic. More importantly, students will
learn the mechanisms of social influence and why social media are changing the way information flows in
society so that you will comfortably tame and effectively leverage emerging social media.
Students will be able to apply social media theories and knowledge of social media channels to writing an
interactive media plan book, which can be included in your portfolio for job interviews.
Course objectives
This course aims to help students:
 Explore prominent and emerging social media channels;
 Examine mechanisms of social influence;
 Develop strategic new media planning skills;
 Become better communicators on social media.
Course Material
One textbook is required for this course.
Lon Safko (2010). The Social Media Bible: Tactics, Tools & Strategies for Business Success (2nd Ed.).
Innovative Thinking. ISBN: 978-0-470-62397-8.
In addition to the textbook, there is also a reader prepared for the course. Additional reading materials will be
assigned as the course moves along. Students should apply knowledge acquired in lectures, textbooks,
assigned reading materials, and class discussions to the development of your media plan. Midterm and final
exams will also cover these materials.
You are expected to complete the readings BEFORE the designated date in the course schedule table
attached toward the end of this syllabus.
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COURSE REQUIREMENTS
Team Presentation: Best Use of Social Media in 2011 Award (30’)
To be a successful professional communicator, it is important to develop compelling presentation skills and
learn how to work effectively in teams. Hence, the first project the students will work on for this course is a
team presentation on a case that illustrates successful use of social media.
At the beginning of the semester, students will be divided into two-person teams. Each team will explore a
case that illustrates the best use of social media in 2011. The case can be a commercial, political, health,
or social campaign that effectively leveraged social media or an organization/person that successfully
integrated social media into the communication strategy. The team will put together a 10-minute presentation
on the case. Pretend that you are on the communication team who worked on the case and treat this
presentation as an opportunity to win the “Best Use of Social Media in 2011 Award.” The team will also write
an entry on the class blog that includes outbound links and embedded images.
The presentation is worth 15 points and the blog post 10 points. Afterward, members on the team will evaluate
each other for his/her performance on the group project. This peer evaluation is worth 5 points.
After all the teams have presented, students will vote for the best award entry. First-place winner will be
awarded 15 extra credits, second-place 10, and third-place 5.
More detailed guidelines on this assignment will be distributed later.
Individual Project: Interactive Media Plan (70’)
Over the second half of the semester, each student will work on an interactive media plan for a client.
Students will be provided with a list of clients to choose from. Situation analysis for each client will also be
provided. Students will research the client, make decisions on campaign strategies, and offer suggestions for
an appropriate media plan. This project will allow students to apply their knowledge on social media to helping
clients with a new media plan.
More detailed guidelines on this assignment will be distributed later.
Social Media Exploration Assignments (40’)
Throughout the semester, each student will be asked to explore a variety of social media. These assignments
are worth 40 points.
Exams (40’)
There are two written exams for this course. The midterm is worth 25 points and the final 15 points. Each
exam covers approximately half of the class; the final exam is not cumulative. Any information presented in
the readings, lectures, or discussions may appear on the exams.
Participation (20’)
The class participation grade takes into consideration your attendances, engagement with the course
materials in class, and participation in discussions.
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COURSE GRADING
Team Presentation
Presentation
Blog Post
Peer Evaluation
Interactive Media Plan
Media Strategy
Streaming Audio/Video & Social Media
Mobile / Search / Other
Final Plan Book
Social Media Exploration Assignments
Midterm Exam
Final Exam
Participation
TOTAL
Points
Due Date
15
10
5
Feb. 22/24
Feb. 22/24
March 2
20
20
10
20
40
25
15
20
March 2
April 4
April 27
May 4
All Semester
March 2
May 7-9
All Semester
200
Final grades will be based on the following percentage distribution:
94 to 100 = A
80 to 83 = B67 to 69 = D+
90 to 93 = A77 to 79 = C+
64 to 66 = D
87 to 89 = B+
74 to 76 = C
60 to 63 = D-
84 to 86 = B
70 to 73 = C59 & below = F
Extra Credits: Each member on the team whose campaign won the Best Use of Social Media in 2011 award
will get 15 extra credits. The runner-up will get 10 extra credits and the third-place 5 points.
Additional extra-credit opportunities may be announced during the semester for completing surveys and
experiments. Students can participate in a maximum of three additional extra credit opportunities worth
one point each. If you choose not to participate, your grade will not be affected adversely. Other extra
credit opportunities may be announced at the discretion of the instructors.
COURSE POLICIES
 Students must notify the professor within the first two weeks of class of any specific days that they will
miss class for religious observance.
 All assignments must be turned in on time. Essays are due at the beginning of the classes. Late
assignments can be graded, but will be penalized for a lower letter grade after each 24-hour period
since the deadline till the assignment reaches an F.
 If a student cannot complete an assignment or take an exam at the scheduled time, arrangements
must be made in advance with the instructor. Failure to do so will result in the reduction of one grade
level (at a minimum) from the earned score. Exemptions may be made for unusual circumstances.
 Permission for a student to receive an incomplete grade (I) is at the discretion of the instructor and
must be accompanied by a written contract for completion of course requirements. Failure to take
exams, complete assignments, or attend class is not acceptable reasons for an incomplete.
 This class will follow university guidelines concerning scholastic misconduct and grievance procedures.
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 Students at William Penn University are assumed to hold academic honesty in high regard. Cheating
and plagiarism will not be tolerated, and all students will be held to the Student Conduct Code as
described in the Student Handbook.
 No plagiarism is allowed on any assignments in this class. If a student is found to conduct
plagiarism, he or she will receive an F on that assignment as the minimum penalty and will be faced
with additional charges applied by the university. This applies to both written and oral assignments.
Remember, cite your sources when you present ideas that are not your own. Also, do not copy
large amounts of information (complete sentences or paragraphs) verbatim even when the
materials do not make a claim.
 Cheating is similarly not allowed. If a student is found to cheat on exams, he or she will receive an F
on that exam as the minimum penalty, and will be faced with additional charges applied by the
university.
 Students with disabilities who believe they may need accommodations in this class are encouraged to
contact Dr. Noel Stahle, Coordinator of Services for Students with Disabilities, as soon as possible in
order to verify your status and provide you with appropriate assistance.
COURSE SCHEDULE
This schedule is subject to change at the discretion of the instructor. Announcements of any changes will
be made during class or via email. It is the student’s responsibility to get information from any class s/he may
miss.
Date
Week 1
01-11-12
01-13-12
Prep for Class
Topics
Due
None
Textbook, Chap. 1 (pp. 3-20)
Course Introduction
What is Social Media?
None
None
None
None
Aaker, J. & Smith, A. (2010).
The dragonfly effect: Quick,
effective, and powerful ways to
use social media to drive social
change (pp. 1-18). JosseyBass.
No Class: Martin Luther King Jr. Day
Project Work Day
The Dragonfly Effect
None
None
None
Shirky, C. (January/February,
2011). The political power of
social media: Technology, the
public sphere, and political
change. Foreign Affairs, pp.
28-41.
Social Media: Revolution or Slacktivism?
None
Shankman, P. (May 20, 2011).
I will never hire a “social media
expert,” and neither should
you. Retrieved from
http://shankman.com/i-willnever-hire-a-social-mediaexpert-and-neither-should-you/
Young, A. (June 15, 2011).
Social media is a venue, not a
strategy. AdvertisingAge.
Week 2
01-16-12
01-18-12
01-20-12
Week 3
01-23-12
Gladwell, M. (October 4, 2010).
Small change: Why the
revolution will not be tweeted.
4
01-25-12
01-27-12
Week 4
01-30-12
02-01-12
02-03-12
The New Yorker, 42-49.
None
None
Project Work Day
Project Work Day
None
None
Social Influence
None
Project Work Day
Challenging the Influentials Hypothesis
None
None
Textbook, Chap. 4 (pp. 63-85)
Textbook, Chap. 6 (pp. 119137)
Textbook, Chap. 17 (pp. 341354)
Email marketing
The Internet Forum
None
None
RSS
None
None
None
None
Media Plan I
Media Plan II
Media Plan III
None
None
None
None
None
None
Project Work Day: Media Strategy
Best Use of Social Media Presentation I
Best Use of Social Media Presentation II
None
Team Presentation
Team Presentation
None
Study Guide
None
Best Use of Social Media Presentation III
Midterm Exam Review
Midterm Exam
Team Presentation
None
Media Strategy
Section
None
None
None
Facebook I
Facebook II
Facebook III
None
None
None
Textbook, Chap. 7 (pp. 139157)
Textbook, Chap. 14 (pp. 257278)
Textbook, Chap. 14 (pp. 257278)
Blogging
None
Microblogging I
None
Microblogging II
None
Textbook, Chap. 10 (pp. 189208), Chap. 11 (pp. 209-224)
Textbook, Chap. 10 (pp. 189208), Chap. 11 (pp. 209-224)
Textbook, Chap 12 (pp. 225242), Chap. 13 (pp. 243-255)
Audio Sharing I
None
Audio Sharing II
None
Video Sharing I
None
Textbook, Chap 12 (pp. 225242), Chap. 13 (pp. 243-255)
Video Sharing II
None
Christakis, N. A. & Fowler, J.
H. (2009). Connected: The
surprising power of our social
networks and how they shape
our lives (Chapter 4, pp. 95134). Little Brown and
Company.
Watts, D. J. (2007).
Challenging the influentials
hypothesis. WOMMA
Measuring Word of Mouth, 3,
201-211.
Watts, D. J. (January 4, 2009).
So you can’t pick the hits.
Neither can anyone else. The
Washington Post.
Week 5
02-06-12
02-08-12
02-10-12
Week 6
02-13-12
02-15-12
02-17-12
Week 7
02-20-12
02-22-12
02-24-12
Week 8
02-27-12
02-29-12
03-02-12
Week 9
03-12-12
03-14-12
03-16-12
Week 10
03-19-12
03-21-12
03-23-12
Week 11
03-26-12
03-28-12
03-30-12
Week 12
04-02-12
5
04-04-12
None
Project Lecture
04-06-12
Week 13
04-09-12
04-11-12
None
No Class: Good Friday
Streaming
Audio/Video and
Social Media
Section
None
None
Textbook, Chap. 20 (pp. 379391)
None
No Class: Easter Break
Search (SEM)
None
None
Google SEM Buys
None
Textbook, Chap. 19 (pp. 355378)
Textbook, Chap.21 (pp. 393420)
Textbook, Chap. 21 (pp. 393420)
Search (SEO)
None
Mobile I
None
Mobile II
None
Textbook, Chap. 16 (pp. 297319), Chap. 17 (pp. 320-340)
Textbook, Chap. 22 (pp. 421444)
None
Gaming
None
Interpersonal
None
Other Social Media
Mobile / Search /
Other Section
None
None
None
Project Work Day
Project Work Day
Exam Review Session
Final Exam
None
None
Final Plan Book
04-13-12
Week 14
04-16-12
04-18-12
04-20-12
Week 15
04-23-12
04-25-12
04-27-12
Week 16
04-30-12
05-02-12
05-04-12
Exam
Week
6