USING SOCIAL MEDIA

MAC2USM

2019

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 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 practices in 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 stories in live formats.  The subject also provides students with the opportunity to: 


  1. Be able to set up a professional social media account with appropriate personal and professional information 
  2. Handle verification issues with social media 
  3. Demonstrate competence in writing social media posts
  4. Report on a live event using a digital media platform and social media to curate and promote
  5. Develop a social media strategy 
  6. Analyse audiences and measure success via social media. 

Th is 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 30 Credit points from any university discipline

Co-requisitesN/A

Incompatible subjectsN/A

Equivalent subjectsN/A

Special conditionsN/A

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. Compose written social media materials in a logical, coherent, concise, and appropriate format for journalism and public relations.

Activities:
Write a live reporting excerise.
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. Plan and implement research projects, read and interpret research data as they apply to social media campaigns.

Activities:
Conduct a social media audit/analysis for a client providing recommendations for a social media campaign.
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. Deliver effective presentations to work teams, clients, and publics.

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. Synthesise knowledge with the principles of communications in order to create effective social media campaigns.

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

Select to view your study options…

Start date between: and    Key dates

Melbourne, 2019, 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*
Writing assignment (800 word equivalent) on the impact of social media on journalism, PR and media.Students may design their essay or report as an article to be submitted to upstart (www.upstart.net.au)30 01, 02, 03
Real time reporting exercise. 800 word equivalent30 01, 02, 04, 05, 06
Social media and content strategy analysis. Presented to class and written up. 2500 word equivalentFeedback provided in class for the oral presentation and then be incorporated in the written submission.40 03, 04, 05