Credit points: 15

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. It 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: Be able to set up a professional social media account with appropriate personal and professional information Handle verification issues with social media Demonstrate competence in writing social media posts Report on a live event using a digital media platform and social media to curate and promote Develop a social media strategy Analyse audiences and measure success via social media. This subject addresses the innovation and entrepreneurship essentials.

SchoolHumanities and Social Sciences

Credit points15

Subject Co-ordinatorNatalie McKenna

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 2 - UG

Available as ElectiveNo

Learning ActivitiesN/A

Capstone subjectNo

Subject particulars

Subject rules

Prerequisites 30 Credit points from any university discipline


Incompatible subjectsN/A

Equivalent subjectsN/A

Quota Management StrategyN/A

Quota-conditions or rulesN/A

Special conditionsN/A

Minimum credit point requirementN/A

Assumed knowledgeN/A

Career Ready


Work-based learningNo

Self sourced or Uni sourcedN/A

Entire subject or partial subjectN/A

Total hours/days requiredN/A

Location of WBL activity (region)N/A

WBL addtional requirementsN/A

Graduate capabilities & intended learning outcomes

Graduate Capabilities

COMMUNICATION - Communicating and Influencing
COMMUNICATION - Cultural Intelligence and Global Perspective
INQUIRY AND ANALYSIS - Creativity and Innovation
INQUIRY AND ANALYSIS - Critical Thinking and Problem Solving
INQUIRY AND ANALYSIS - Research and Evidence-Based Inquiry
PERSONAL AND PROFESSIONAL - Adaptability and Self-Management
PERSONAL AND PROFESSIONAL - Leadership and Teamwork

Intended Learning Outcomes

01. Evaluate and compare social media platforms with respect to their suitability for telling news stories.
02. Compose written social media materials in a logical, coherent, concise, and appropriate format for journalism and public relations.
03. Plan and implement research projects, read and interpret research data as they apply to social media campaigns.
04. Deliver effective presentations to work teams, clients, and publics.
05. Synthesise knowledge with the principles of communications in order to create effective social media campaigns.
06. Be able to present a professional identity through social media channels.

Subject options

Select to view your study options…

Start date between: and    Key dates

Melbourne (Bundoora), 2020, Semester 1, Blended


Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorNatalie McKenna

Class requirements

Lecture Week: 10 - 22
One 1.00 h 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 2.00 h practical per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.


Assessment elementCommentsCategoryContributionHurdle% ILO*
Quiz - assessment on subject matter and readings. 750 word equivalent. Feedback via the LMS.N/AN/AN/ANo20 SILO1, SILO2, SILO3
Real time reporting exercise.1000 word equivalent. Feedback given via the LMSN/AN/AN/ANo30 SILO1, SILO2, SILO4, SILO5, SILO6
Social media and content strategy analysis. Presented to class and written up. 2000 word equivalent Feedback provided in class for the oral presentation and then be incorporated in the written submission.N/AN/AN/ANo50 SILO3, SILO4, SILO5