Summer 2013___________________________________
COMM 335, Lecture 001
Social Media in the Workplace
July 1 to August 9, 2013
administered online
Instructor:
Dr. Nicholas David “Nick” Bowman
e-mail: Nicholas.Bowman@mail.wvu.edu
Twitter @bowmanspartan
Course
Materials:
All articles and book chapters will be assigned throughout the semester and posted
periodically on eCampus (https://ecampus.wvu.edu/), so be sure to check the system early and
often.
Other recommended resources:
 Course Facebook group (http://www.facebook.com/groups/246766582012335/)
 Twitter account, using #wvucom335 hashtag (free at http://twitter.com/)
 Google Drive (for your final group project; https://drive.google.com/)
Course Description
From the ballpoint pen to the BlackBerry, advances in technology have always focused on increasing the speed
and fidelity of communication. Perhaps at no other point in recent history is this more apparent than with the
growth of social media applications. Social media has played a major role in networking individuals and
organizations to each other and the outside world by embracing the Web 2.0 notion of creation and
collaboration. While it is assumed that college students are technology savvy, many are surprised to see that
the professional applications of social media technology outpace their own familiarity – a position that places
them at a disadvantage in today’s job market. Through class discussions, program demonstrations, case
studies, meetings with industry professionals, and especially applied usage of various channels, this course will
teach students the skills necessary to use new communication technologies to maximize their own
productivity and profitability in the workplace.
Learning Objectives
Upon completing this class, you will be able to:
 Compare several digital and social media tools and applications
 Assess participation in virtual communities and the effects it has on businesses
 Recognize how information and culture are shared and organized online
 Make observations of ethical dilemmas of social media interaction
 Create a social media strategy for a local company
COM335: Social Media in the Workplace
Summer 2013, West Virginia University
© 2013, N.D. Bowman
Course Assignments
Class Participation (175 points total)
 Attendance and Participation (100 points) – As an upper-level seminar, our learning will be driven in
large part by your presence and participation. Given that this is an online course, presence and
participation will be assess by your traffic on our eCampus page as well as supplemental Facebook and
Twitter sites as follows:
o 100 points – five weekly eCampus discussion board contributions* (30 total contributions)
o 80 points – three weekly eCampus discussion board contributions (18 total contributions)
o 60 points – one weekly eCampus discussion board contributions (six total contributions)
o 0 points – zero contributions
Your participation in the social media sites is voluntary, but may be considered in cases “rounding
grades” as bonus participation points.
*NOTE: A “contribution” is considered a post or response that either advances or answers a
conversation point.
 In-Class Activities/Homework (75 points) – You will be given regular assignments based on the lecture,
readings, and application of topics covered in this course. You will be given instructions for each
assignment at the appropriate time. Current assignments include:
o Creep Sheet (five points per post, 25 points maximum)
o Three responses to colleague eCampus “Who am I online?” posts (50 points maximum)
Class Projects (575 points total)
 Social media application SWOT (75 points)
 Personal Social Media Plan (250 points total) – To understand social media is to understand how you
already live and exist in a persistent, virtual world. To this end, we will start our class discussion
exploring this presence so that students can understand (a) how they currently live online and (b) how
they can strategically shape this presence.
 “Who am I online?” (50 points)
 Personal social media plan (200 points)
 Corporate Social Media Plan (250 points total) – Throughout the semester you will develop and begin
to implement a social media strategy for the WVU Department of Communication Studies. You will
also be asked to analyze the initial success of their current strategy and then recommend changes to
said strategy. This is a group project, where you will work with a group of five to six students.
 Site map (50 points) and social media vision statement (50 points)
 Corporate social media plan (150 points)
Grading Scale
A = 750 – 675; B = 674 – 600; C = 599 – 525; F = 524 and below. There is no assigned grade of D in this course.
COM335: Social Media in the Workplace
Summer 2013, West Virginia University
© 2013, N.D. Bowman
Tentative class schedule (as of 05.11.13)*
*There will be discussion boards with each week
Date
Week
One
1 July to
7 July
Week
Two
8 July to
14 July
Topics
Syllabus
“Creep Sheet”
Readings
Keitzmann et al. 2011
Shirkey, CH1 and CH3
Assignments
“Creep Sheet” DUE – Friday, 5 July
“Who am I?!?”
Donath & boyd, 2004
boyd, “Public Appearance
Petronio, CH13
USAF - Johari Window
“Who am I online?” Posting DUE –
Wednesday , 10 July
“Who am online?” Comments DUE (x3) –
Friday, 12 July
Week
Three+
15 July
to 24
July
Social Media
Platforms
Six “main” platforms (PPT):*
 Facebook
 Twitter
 Google+
 LinkedIn
 Location-Based
 Pinterest (and social
bookmarking)
SWOT Analysis DUE – Wednesday, July 24*
*Random assignment to one platform
*There are supplemental
readings for each of these
platforms
Week
Four25 July
to 28
July
Week
Five
29 July
to 4
August
Week
Six
5 August
to 11
August
Personal Social
Media Plans
Social Media Vision
Corporate Social
Media Plans
SWOT analysis, explained
Granovetter, 1973
McLuhan, “Medium is the
Massage”
Qualmann, CH2
Safko and Brake, CH39-41
“Four Pillars of Social Media”
Qualmann, CH4
Davis, 1989 (browse)
Hay, CH1
Kaplan & Haenlein, 2010
Personal Social Media Plan DUE – Sunday,
28 July (Feedback on Wednesday 31 July)
Social Media Vision + Current Sitemap DUE
– Friday, 2 August (Feedback Saturday 3
August)
Corporate Social Media Plan DUE –
Wednesday, 7 August (Feedback Thursday,
8 August)
IF QUALIFIED: Draft revisions DUE Friday 9
August
*Dates, assignments and readings are subject to change.
COM335: Social Media in the Workplace
Summer 2013, West Virginia University
© 2013, N.D. Bowman
Instruction Method
This class will be an online course, with all instruction taking place through eCampus and Google Drive
platforms, as well as supplemental instruction available using a closed Facebook page. As well, students will be
required to work online in teams for their final projects.
Attendance Policy
Attendance (in this course, online attendance) in this course is necessary and mandatory, and attendance
grading is specified in the syllabus above. Exceptional circumstances will be dealt with on an individual basis.
Communication Studies Mission Statement
“Rooted in the social science perspective, the Department of Communication Studies is committed to
preparing students to be competent communicators at theoretical and applied levels. Thus, our faculty is
dedicated to developing students’ critical thinking, reasoning, and decision-making skills with the intent of
empowering students to construct and deliver context-specific messages in their relational, vocational, and
community endeavors.”
This course is in partial fulfillment of the following departmental outcomes:
 Outcome 3: Cite evidence of the impact of communication on human behavior in interpersonal and/or
organizational contexts.
 Outcome 4: Identify and describe the functions of media in a democratic society.
 Outcome 5: Investigate the role of verbal and nonverbal messages in the human communication
process.
 Outcome 6: Examine the relationship between communication and culture.
 Outcome 7: Design and evaluate effective strategies for social influence.
 Outcome 8: Examine ethical issues in various communication contexts.
 Outcome 10: Analyze the role of communication in conflict and conflict management.
Social Justice
West Virginia University is committed to social justice. I concur with that commitment and expect to maintain
a positive learning environment based upon open communication, mutual respect, and non-discrimination.
Our University does not discriminate on the basis of race, sex, age, disability, veteran status, religion, sexual
orientation, color or national origin. Any suggestions as to how to further such a positive and open
environment in this class will be appreciated and given serious consideration. If you are a person with a
disability and anticipate needing any type of accommodation in order to participate in this class, please advise
me and make appropriate arrangements with the Office of Disability Services (293-6700).”
Academic Integrity
“The integrity of the classes offered by any academic institution solidifies the foundation of its mission and
cannot be sacrificed to expediency, ignorance, or blatant fraud. Therefore, I will enforce rigorous standards of
academic integrity in all aspects and assignments of this course. For the detailed policy of West Virginia
University regarding the definitions of acts considered to fall under academic dishonesty and possible ensuing
sanctions, please see the Student Conduct Code at http://studentlife.wvu.edu/studentconductcode.html.
Should you have any questions about possibly improper research citations or references, or any other activity
that may be interpreted as an attempt at academic dishonesty, please see me before the assignment is due to
discuss the matter.”
COM335: Social Media in the Workplace
Summer 2013, West Virginia University
© 2013, N.D. Bowman