USING SOCIAL MEDIA

MAC2USM

2017

Credit points: 15

This subject addresses La Trobe's Innovation and Entrepreneurship Essential. Innovation and Entrepreneurship is about using your creativity to generate new ideas, understand and solve complex problems and thrive in a fast-changing world.

Subject outline

This team-taught subject provides a grounding of social media practice in journalism, public relations and other forms of communication. The subject analyses why we share and why it matters, irrespective of the social media platform. lt will give students an overview of the many uses of social media in communication and how to identify best practicesin finding and distributing information with these tools. Students will also learn how to use social media platforms to research story ideas, identify potential sources, develop media campaigns, and to tell storiesin live formats. The subject also provides students with the opportunity to: Be able to set up a social media account with appropriate personal and professional information Handle verification issues with social media Demonstrate competence in writing social media posts Set up Twitter lists as news channels Develop a social media marketing campaign or content strategy Analyse audiences and measuring success via social media. This subject addresses the innovation and entrepreneurship essentials.

SchoolSchool of Humanities & Social Sciences

Credit points15

Subject Co-ordinatorNatalie McKenna

Available to Study Abroad StudentsYes

Subject year levelYear Level 2 - UG

Exchange StudentsYes

Subject particulars

Subject rules

Prerequisites Must have completed 90 credit points of 1st year in a Bachelor degree.

Co-requisites None required

Incompatible subjects None

Equivalent subjects None

Special conditions None

Learning resources

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsTell Everyone: Why we share and why it mattersPrescribedAlfred Hermida, 2014Doubeday
MediaBBC College of Journalism - Social Media ModuleRecommendedBBCBBC

Graduate capabilities & intended learning outcomes

01. Evaluate and compare social media platforms with respect to their suitability for telling news stories.

Activities:
Visiting social media sites where breaking news is reported. Analysing how news is disseminated on these sites. Analysing how audiences for social media accounts are developed.
Related graduate capabilities and elements:
Literacies and Communication Skills (Writing,Speaking,Quantitative Literacy,Cultural Literacy)
Literacies and Communication Skills (Writing,Speaking,Quantitative Literacy,Cultural Literacy)
Literacies and Communication Skills (Writing,Speaking,Quantitative Literacy,Cultural Literacy)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

02. Write breaking news stories for social media platforms.

Activities:
Learning to write in a similar style (with an emphasis on writing in short form). Learning how to create context on Twitter and other social media platforms using devices such as hashtags. Learning how to classify different kinds of information.
Related graduate capabilities and elements:
Literacies and Communication Skills (Writing,Speaking,Quantitative Literacy,Cultural Literacy)
Literacies and Communication Skills (Writing,Speaking,Quantitative Literacy,Cultural Literacy)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

03. Research social media platforms to source information on developing marketing messages, political campaigns or news stories.

Activities:
Developing "channels" by selecting and following relevant social media accounts based around specific themes.
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Literacies and Communication Skills (Writing,Speaking,Quantitative Literacy,Cultural Literacy)

04. Describe and explain processes and outcomes of developing stories and social media accounts.

Activities:
Students must present their strategic social media campaign or real time reporting exercise in class and reflect on the process.
Related graduate capabilities and elements:
Literacies and Communication Skills (Writing,Speaking,Quantitative Literacy,Cultural Literacy)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

05. Be able to share stories and other information using social media platforms.

Activities:
Writing short social media posts such as tweets that attract prospective readers while embedding links to relevant articles.
Related graduate capabilities and elements:
Literacies and Communication Skills (Writing,Speaking,Quantitative Literacy,Cultural Literacy)
Literacies and Communication Skills (Writing,Speaking,Quantitative Literacy,Cultural Literacy)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

06. Be able to present a professional identity through social media channels.

Activities:
Develop and understanding of the links between the personal and the professional by examining and critiquing relevant industry practice. Optimising existing social media profiles and, where appropriate, developing new ones.
Related graduate capabilities and elements:
Literacies and Communication Skills (Writing,Speaking,Quantitative Literacy,Cultural Literacy)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

Subject options

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Start date between: and    Key dates

Melbourne, 2017, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorNatalie McKenna

Class requirements

Lecture Week: 10 - 22
One 1.0 hours lecture per week on weekdays during the day from week 10 to week 22 and delivered via blended.
"One one-hour lecture, and one two-hour prac tutorials. Tutorials will need to be held in labs such as HU2 330 or EDU 210. These lab classes are capped at 25, so there will need to be around 10 of these scheduled."

Practical Week: 10 - 22
One 2.0 hours practical per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
Setting up a social media account and developing active social media profile. 1000 words equivalentThis will be assessed using a matrix, and the assessment will include evaluating the social media profiles and social media activity.10 01, 03, 06
Reflective essay or exegesis. 1200 wordsAssessed as an essay submitted by LMS.30 01, 03, 04
Real time reporting exercise. 1200 wordStudents may design their essay or report as an article to be submitted to upstart (www.upstart.net.au)30 01, 02, 03, 05, 06
Social media and content strategy analysis. Presented to class and written up. 1200 wordsFeedback provided to the oral presentation can then be incorporated in the written submission.30 03, 04