Social Media:
Manipulation and Impact
Week 1
michael.mavor@uws.ac.uk
1. Introduction(s)
2. Module & Assessment Outline
3. Key Resources
•
July 2014: Graduated from Commercial Music
undergraduate degree
•
Specialised in research pertaining to digital
technology; audience trends and behaviour;
and live music
•
•
May 2015: Digital Media & Management
Assistant – Morsecode Management
Responsible for digital strategy, management
of social media and content generation
•
End goal being initially the acquisition of
publishing/PR/live agent/recording contracts
and deals, and secondly financial viability
Michael Mavor
@MfMavor
bit.ly/mfmavor
regardingthemusic.com
Module Structure &
Assessment Information
michael.mavor@uws.ac.uk
This module, while placing an emphasis on social
media, concerns itself with all significant online
promotional and commercial activity of the music
industries. Emphasis is placed on social media,
however, as being the dominant culture in terms of
peer-to-peer communication and the primacy of
networks over hierarchies. Examination of Web 2.0,
Web 3.0 and the future of the Internet provides
contextualization for a deep understanding of the
digital landscape. Students are required to manage the
distinctive promotion of a product, event or cause
utilising social media and other available online
promotional tools.
This module, while placing an emphasis on social
media, concerns itself with all significant online
promotional and commercial activity of the music
industries.
We’re talking about the Internet…
Emphasis is placed on social media, however, as being
the dominant culture in terms of peer-to-peer
communication and the primacy of networks over
hierarchies.
Ok so we’re also talking about how PEOPLE use the
Internet…
Examination of Web 2.0, Web 3.0 and the future of the
Internet provides contextualization for a deep
understanding of the digital landscape.
And we’re also talking about the past, present and
future of the Internet…
Students are required to manage the distinctive
promotion of a product, event or cause utilising social
media and other available online promotional tools.
And this is (some of) what you’ve got to do to pass.
Please note…
•
The module handbook is on Moodle…please read it!
•
Classes will be a mixture of theory and technical support
•
You will require a laptop/notebook/tablet computer in class from
next week onward
•
If I’m talking too slow/fast, or all of this either is or appears to be
gibberish, please say so.
- 9th February Week 2: The Age of the Prosumer
- 16th February Week 3: Big Data & You
- 23rd February Week 4: Building A Brand Using Social Media
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1st March Week 5: Content Management Systems
- 8th March Week 6: Creating & Implementing Media Content
- 15th March Week 7: One-To-One Supervisory Meetings
- 22nd March Week 8: Tools for Building & Engaging End-Users
-
29th March Week 9: Emerging Platforms Debate
- 5th April Week 10: NO CLASS
- 12th April Week 11: Consolidation
- 19th April Week 12: Presentation & Assessment Support
Assessment #1:
Artefact/Website (60%)
Date: TBC (Week 12)
Assessment #2: Presentation
(40%)
Date: TBC (Beyond Week 12)
Assessment #1:
Artefact/Website (60%)
Date: TBC (Week 12)
Technical
•
Construction of a website (hub) pertaining to social media
campaign whilst addressing optimisation for mobile devices (e.g.
Smartphones, tablet computers)
•
Creation of at least 2 pieces webpage content including use of
video, images and text
•
Creation of integrated blog, spanning duration of campaign
timeline
•
Setup of one piece of downloadable content using widgets
•
Integration of e-commerce solutions (where applicable)
Strategic
• Implementation of a short term social media marketing campaign
in support of your chosen project, using Wordpress for example
• A blog (tracking project/campaign progress)
• Using social media channels appropriate to your target
demographic / campaign objectives.
Assessment #2: Presentation
(40%)
Date: TBC (Beyond Week 12)
Presentation
10-15 minute presentation outlining the marketing
campaign undertaken
• Displayed understanding of communicating effectively via social
media channels
• Displayed understanding of tracking and reporting methods for
research and analysis of marketing campaigns
• Critical reflection on all of the above
• Manage evolving critical debates initiated by the presentation
audience
Decisions & Reasoning
Questions?
Key Resources
michael.mavor@uws.ac.uk
• Please check Moodle sections pertaining to resources,
information and tutorials etc.
• Read the module handbook and engage with the reading list
• If at any point you don’t know how to do something…try it! If you
can’t get something to work after trying it…check the internet for
advice!
• Email ‘michael.mavor@uws.ac.uk’ with technical or course
material related questions.
• Email ‘alan.mccusker-thompson@uws.ac.uk’ for assistance with
enrolment or broader questions regarding the course.
Use #SOCMEDMA16
Diagnostics
michael.mavor@uws.ac.uk
• What is your campaign going to be about or
revolve around?
• Which tools are you comfortable with? Which
tools do you think will provide the best results?
Are there any tools you want to try?
• Are there examples you can look to for
inspiration?
• Networking opportunities?
FOR NEXT WEEK:
- Generate project ideas, or settle
upon one if you feel confident, and
begin experimenting with digital
tools and platforms.
- Then…build a plan. What are the key
objectives? Who is your target
audience? What do I need to do to
reach and engage them?
FOR NEXT WEEK:
- Find and examine an example of a
specific social media campaign,
brand, group or individual that you
think has a fully realised digital
presence. Be prepared to discuss in
next week’s class.
The Age Of The Prosumer
[Getting Started With
Wordpress]
Week 2
michael.mavor@uws.ac.uk