MaLLhew !.

kushln, hu | ueparLmenL of CommunlcaLlon

Shepherd unlverslLy Course Syllabus .:. 1

CCMM 322: Soclal Medla
lall 2014 | 3 CredlL Pours

Lecture: LocaLlon: L10 C (new classroom) 1lme: 1/8 1:30-3:03pm
1ext: ! !"#$ &$'()* +,- .-/0 1-)2' 3"45'(6 76 &$20"
! 829-'7:- ;"<2': 1-)2' 76 ='>- ?-$5-(
! AddlLlonal requlred readlngs avallable onllne
1he Shepherd booksLore onllne Lool for flndlng besL prlce on new, used,
renLals: hLLp://shepherd.verbacompare.com/

Course uocumenLs & AsslgnmenLs accesslble on Sakal: courses.shepherd.edu

Course Cverv|ew:
1he course examlnes Lhe pervaslve lmpacL soclal medla ls havlng on our socleLy, wlLh speclflc lnLeresL ln Lhe
lmpllcaLlons and appllcaLlons of soclal medla for sLraLeglc medla professlonals. locus ls glven Lo lnvesLlgaLlng Lhe
LheoreLlcal and culLural aspecLs of soclal medla wlLh an alm Loward undersLandlng how Lhls communlcaLlon form
has changed our relaLlonshlp beLween lndlvlduals, organlzaLlons, and socleLy.

LLA Goa|s:
#2: lnLellecLual & racLlcal Skllls LhroughouL Lhe Currlculum
Learn|ng Cutcomes:
lnqulry & Analysls CrlLlcal 1hlnklng Cral &
WrlLLen CommunlcaLlon lnformaLlon
LlLeracy CollaboraLlve Work Llfelong
Learnlng lnqulry & Analysls CrlLlcal
1hlnklng Cral & WrlLLen CommunlcaLlon
lnformaLlon LlLeracy CollaboraLlve Work
Llfelong Learnlng

Assessment based on ab|||ty to:
! CompleLe PooLsulLe unlverslLy cerLlflcaLlon
! CompleLe a semesLer-long pro[ecL lnvolvlng plannlng, execuLlng, and evaluaLlng soclal medla for Lhe
ueparLmenL of CommunlcaLlon aL Shepherd unlverslLy
! rofesslonal group presenLaLlons.
! MeeL deadllnes.
! Work effecLlvely ln Leams Lo compleLe pro[ecLs.
! uemonsLraLe undersLandlng Lhe sLraLeglc use of new and soclal communlcaLlon Lechnologles for
buslnesses and organlzaLlons and lndlvldual career advancemenL.
! Apply key concepLs relevanL Lo new and soclal medla Lo advance undersLandlng of how soclal neLworks
are manlfesLed ln onllne envlronmenLs.
! uLlllze Lechnology Lo lmprove crlLlcal Lhlnklng and wrlLlng
! Apply baslc sLraLeglc appllcaLlons of soclal medla Lools, wlLh a focus on 4 key lnLerLwlned areas:
o 1"(20"$2(@* SLraLegles for ldenLlfylng, culLlvaLlng, monlLorlng, and analyzlng lnformaLlon on Lhe
soclal/real-Llme web.
o 1-0$2<A* SLraLegles for seLLlng goals and whaL Lo measure on soclal medla.
o B50242C'02"(* SLraLeglc use of opLlmlzaLlon sLraLegles Lo maxlmlze poLenLlal exposure Lo &
engagemenL wlLh communlcaLlon conLenL onllne.
o 3"(0-(0 D E(@'@-4-(0* SLraLegles for creaLlng conLenL LargeLed Lowards publlcs onllne and
encouraglng Lhelr engagemenL wlLh organlzaLlon.





rofessor: MaLLhew !. kushln, hu
emall: mkushln[shepherd.edu
hone: 304-876-3361
Cfflce hours: L10k
MW 12-2pm , or by appolnLmenL.

MaLLhew !. kushln, hu | ueparLmenL of CommunlcaLlon
Shepherd unlverslLy Course Syllabus .:. 2

[Wee
k#]
Week
of
Day 1op|c
!"# %&&'()*#)+& ') ,-./0 %&&'()#/ ') '+%.'1&0 ,-./ 2 '+%.'1& %3# %&&'()#/ %)/
1-*4.#+#/ ') 1.%&&5
kead|ng Due ] "1o Dos"
[1]
8]2S
1ues lnLro Lo Class and Class ro[ecL Core ConcepLs 1o uo:
lf you don'L have a professlonal
1wlLLer accounL - you need lL
by nexL class. 1wlLLer.com and
slgn up. 1weeL #comm322 Lo
[m[kushln. l wlll add you Lo
class llsL.
lf you don'L have a Coogle
accounL (e.g., Cmall, Coogle
lus), creaLe one.
1hurs Su Comm uepL 8ackground lan Cvervlew, lorm 1eams

?our 8rand - ChapLer 1-2
Llkeable Soclal Medla - Ch 1
hLLp://blL.ly/lSM_conLenLmark
[2] 9]1 1ues Audlence & MonlLorlng 1he Soclal Web
67%..#)(# 89 :-1'%. ;#/'% ;-)'+-3')( <"/'#)1# =') 1.%&&>


?our 8rand - ChapLer 3
Llkeable - Ch 2
hLLp://blL.ly/lSM_27Llps

1hurs Soclal Medla AudlL
?#&#%317 43#@+#&+ =') 1.%&&>
:-1'%. ;#/'% <"/'+ 67%..#)(# =') 1.%&&>
;"<2': 1-)2' F#)20 G-5"$0
Llkeable Soclal Medla - Ch 3-4
hLLp://blL.ly/lSM_uAlosLbag
hLLp://blL.ly/lSM_LweeLcompl
alnL

Lxample: Soclal Medla AudlL
(on Sakal)
[3] 9]8 1ues Lab 1lme - ur. kushln Lo lC8C ln Lngland
Whlle l'm away - use Lhe lab Lo work on your Soclal Medla AudlL
lf lab ls locked, please ask a Comm rofessor Lo Cpen lL.
l wlll have emall - so emall w/ any quesLlons. keep ln mlnd l am 6 hours
ahead.
8eally encourage you Lo read
Llkeable Soclal Medla Ch 10-14
1hurs Lab 1lme - ur. kushln Lo lC8C ln Lngland
Whlle l'm away - use Lhe lab Lo work on your Soclal Medla AudlL
lf lab ls locked, please ask a Comm rofessor Lo Cpen lL.
l wlll have emall - so emall w/ any quesLlons. keep ln mlnd l am 6 hours
ahead.

[4]
9]1S
1ues 8rands as Medla Companles, 1he SemesLer ro[ecL
;0$'0-@6 H'5-$ D H$-A-(0'02"(
Soc|a| Med|a Aud|t keport
?our 8rand - Ch. 4-3
Llkeable Soclal Medla - Ch 3

1hurs ConLenL ConslderaLlons: CaLegorles, Calendar

?our 8rand - Ch. 6, 8
hLLp://blL.ly/soclalmedlaposLln
gsched
[S]
9]22
1ues lannlng ConslderaLlons, Lab 1lme

?our 8rand - ChapLer 7
Llkeable Soclal Medla - Ch 10-
12
hLLp://blL.ly/lSM_coke[ourney

1hurs Lab uay: ALLendance 8equlred
[6]
9]29
1ues Lab uay: ALLendance 8equlred
1hurs

llnal rep (flrsL 10 mlns of class), resenL roposal, Class ulscusslon
;I 3"44 3"(0-(0* +24- H-$2") J



MaLLhew !. kushln, hu | ueparLmenL of CommunlcaLlon
Shepherd unlverslLy Course Syllabus .:. 3

[7]
10]6
1ues PooLsulLe, lnfluencers, ulffuslon of lnnovaLlons, x of class ls for
1eam-rofessor MeeLlng (#1)
FAA2@(* K""0A#20- I(2>-$A206
A#%*@B3-C#&&-3 ;##+')( =') 1.%&&>
Llkeable Soclal Medla, Ch 13
hLLp://blL.ly/lSM_hungergame
s
1hurs ulglLal lnfluence: nuances and lllars of lnfluence
lnfluencers, lab Llme


Llkeable Soclal Medla - Ch 7,
12
[8]
10]13

1ues

x of class, ConLenL #1 resenLaLlons, Cffllne / Cnllne lnLegraLlon
SU Comm Content: 1|me er|od 1 & resentat|on
+-'4 E>':#'02"( LJ M2( <:'AAN
PooLsulLe unlverslLy vldeo:
! CusLomer Servlce ln a
Soclal World

hLLp://blL.ly/lSM_onllne2offlln
e1
hLLp://blL.ly/lSM_onllne2offlln
e2
1hurs lall 8reak - no Class
[9]
10]20
1ues romoLlon plan, Soclal Medla MeLrlc lannlng
67%..#)(# D ;#+3'1& B.%))')( =') 1.%&&>
;I 3"44 3"(0-(0* H-$2") O



?our 8rand - Ch 9
Llkeable Soclal Medla - Ch 8

SuggesLed: 1hls arLlcle offers a
good vlew of [usL how much
measuremenL ls an evolvlng
fleld wlLh many perspecLlves:
hLLp://blL.ly/1nL7CvW
1hurs CpLlmlzlng osLlng Schedules & 1racklng hLLp://blL.ly/lSM_opLlmlze
[10]
10]27
1ues 8equlred 1eam-rofessor MeeLlngs #2 (debrleflng & check-ln
movlng forward), Lab 1lme

Cpt|ona|: Case Study Due for eop|e M|ss|ng Any rev|ous
resentat|ons
ALLendance requlred for full
credlL, 8esL of Llme use for lab
Llme.

1hurs lC8C Soclal: A Case SLudy by ur. k on lC8C conference soclal
medla
Asslgned readlngs 18u. l'll posL
on Sakal any.
[11]
11]3
1ues LLhlcs, lssues, and Soclal medla pollcles, Lab 1lme
nootsu|te Un|vers|ty Lducat|on and Cert|f|cat|on
E--+&"'+# B-&+ :"3F#G =') 1.%&&>

88lnC ?Cu8 LlkLA8LL SCClAL
MLulA 8CCk 1C CLASS

Llkeable Soclal Medla - 9, 16
hLLp://blL.ly/lSM_Amys8aklng
Company
hLLp://blL.ly/lSM_uomlnos
8ecommended:
hLLp://www.worklngforgood.c
om/Lags/clueLraln-manlfesLo
1hurs

ConLenL #2 resenLaLlons & ulscusslon
SU Comm Content: 1|me er|od 2 & resentat|on



[12]
11]10
1ues 1heorles of Soclal neLworks: Soclal CaplLal, SLrong & Weak 1les,
Soclal Cb[ecLs, 8equlred 1eam-rofessor MeeLlng #3 (debrlef)

hLLp://blL.ly/Alr8n8anduber <-
gr8 arLlcle on soclal caplLal,
Alr8n8, and uber!

MeeLlngs: ALLendance
requlred for full credlL
1hurs Soclal Medla and SocleLy
B%3+'1'4%+'-)9 HI#)#3%+'-) J'K#L /'&1"&&'-) =') 1.%&&>
3"(0-(0 LP H$-A-(0'02"( ;2@( I5

MaLLhew !. kushln, hu | ueparLmenL of CommunlcaLlon
Shepherd unlverslLy Course Syllabus .:. 4

Note: Schedule sub[ecL Lo change, 8eadlngs are Lo be compleLed by Lhe daLe llsLed below. Schedule ls sub[ecL Lo change. All asslgnmenLs due by
Lhe sLarL of class on Lhe due daLe unless speclfled oLherwlse.
I|na| Lxam Date & 1|me: CpLlonal: Case SLudy for anyone mlsslng ConLenL #2 or #3 rez, or wanLlng exLra credlL:
due on day of flnal exam, by end of exam Llme.

|nd|cates presentat|on dates. If m|ss: May comp|ete Cpt|ona| Ass|gnment (see be|ow) to make up cred|t.

Ass|gnments
PooLsulLe LducaLlon & CerLlflcaLlon (ass/LaLe/lall) 10
Soclal Medla AudlL 8eporL 8
Soclal Medla ro[ecL 39
8log SLraLegy & lannlng & resenLaLlon 13
ConLenL #1 & resenLaLlon 10
ConLenL #2 & resenLaLlon 12
ConLenL #3 & resenLaLlon 16
1eam-rofessor MeeLlng ALLendance & arLlclpaLlon (4, aL 2 each) 8
arLlclpaLlon Challenges, Survey parLlclpaLlon 7
Croup LvaluaLlons (2, aL 8 each) 16

Cpt|ona| Ass|gnment:
Soclal Medla Case SLudy 8eplaces up Lo 2 mlssed presenLaLlons / or up Lo 4 added Lo llnal Crade


I|na| Grades: llnal grades wlll be deLermlned wlLh Lhe followlng scale. 1here ls no roundlng:
A = 94-100 8+ = 86-89.9 C+ = 76-79.9 u+ = 66-69.9 l =0-39.9
8 = 83-83.9 C = 73-73.9 u = 63-63.9
A- = 90-93.9 8- = 80-82.9 C- = 70-72.9 u- = 60-62.9

kesources
lf you are lnLenL on sLudylng sLraLeglc comm, you need Lo 1) read, and 2) be professlonally acLlve on soclal medla. l posL and share conLenL
relaLed Lo school, soclal medla, and 8.
lollow me on 1wlLLer: [m[kushln
lollow Lhese llsLs l culLlvaLe:
o hLLps://LwlLLer.com/m[kushln/soclal-medla - Ceneral Soclal Medla news
o hLLps://LwlLLer.com/m[kushln/shep - Shepherd and local - play your cards rlghL and you mlghL end up on Lhls llsL!
o hLLps://LwlLLer.com/m[kushln/sLraLeglc - 8, markeLlng, eLc., w/ a bend Loward new medla.

Course o||c|es
[13]
11]17
1ues CuesL Speaker: 18u


1hurs Lab uay: llnallzlng ro[ecLs: Work on ConLenL #3 8eporLs,
8equlred 1eam-rofessor MeeLlng #4 (plannlng)

[14]
11]24
1ues 1hanksglvlng 8reak - no Class
1hurs 1hanksglvlng 8reak - no Class
[1S]
12]1
1ues

ConLenL 3 resenLaLlons
SU Comm Content: 1|me er|od 3 & resentat|on
I3-"4 MF%."%+'-)& NO =') 1.%&&>


1hurs

ConLenL 3 resenLaLlons, Plgh-3 awards, Course LvaluaLlon
Content 3 resentat|on

MaLLhew !. kushln, hu | ueparLmenL of CommunlcaLlon
Shepherd unlverslLy Course Syllabus .:. 3

art|c|pat|on Grade: A porLlon of your grade comes from parLlclpaLlon. 1hese are noL free" polnLs dlsLrlbuLed Lo
sLudenLs [usL for showlng up. 1hey musL be earned. 1hls grade ls calculaLed based on varlous parLlclpaLlon
challenge" asslgnmenLs l wlll asslgn LhroughouL Lhe semesLer, general parLlclpaLlon ln classroom dlscusslon and
evldence of preparaLlon (e.g., aLLendlng class havlng compleLed Lhe readlngs), and Lhe sLudenL's conLrlbuLlon Lo a
producLlve, lncluslve and respecLful educaLlonal envlronmenL for Lhe professor and fellow sLudenLs.

1eam art|c|pat|on Cha||enges: 1here wlll be loLs of ln-class Leam 'parLlclpaLlon challenge' asslgnmenLs. 1hey are
graded ouL of 3 polnLs.
1hey wlll be graded on elLher 1) how well Lhe group addresses Lhe overarchlng problem quesLlon" or 2) 1
quesLlon wlll be chosen aL random from Lhe asslgnmenL Lo be graded.
! 3 polnLs= All quesLlons compleLe & Lhoroughly done. CreaL work.
! 4 polnLs= 1-2 quesLlons noL compleLed or work ls good buL does noL properly address quesLlons, lssues.
! Less Lhan 4 - CreaLer efforL needed, work ls noL serlous, lncompleLe.

Attendance, 8e|ng Cn 1|me, & Leav|ng Lar|y:
ueparLmenL ALLendance pollcy: 3 unexcused absences permlLLed, full grade deducLlon for each absence LhereafLer,
and 3 or more ls auLomaLlc l. ALLendance wlll be Laken every class.

?ou MuS1 aLLend your classes regularly and engage ln Lhe requlremenLs for each class, oLherwlse, your flnanclal
ald may be revoked elLher parLlally or ln full. 1hls would resulL ln an amounL due by you Lo Lhe unlverslLy
lmmedlaLely. lease refer Lo shepherd.edu/faoweb for more deLalls. lf you know you wlll be mlsslng classes - work
wlLh me ahead of Llme. Plgh-flves wlll be glven Lo sLudenLs who mlss no more Lhan 2 classes aL Lhe end of Lhe
semesLer, Lwo-handed hlgh flves for sLudenLs who mlss no classes.

Class parLlclpaLlon ls lmporLanL for Lhe success of Lhe class and Lo your success. ?ou are expecLed Lo aLLend class
regularly and on Llme and Lo sLay for Lhe duraLlon of class. SLudenLs who arrlve more Lhan 3 mlnuLes laLe or leave
lecLure before lL ls compleLe wlLhouL noLlfylng Lhe lnsLrucLor prlor Lo Lhe sLarL of class wlll recelve a reducLlon ln
Lhelr overall aLLendance & parLlclpaLlon grade. uo noL expecL a warnlng or noLlflcaLlon of grade reducLlon.

C|assroom Lnv|ronment: lay (mp3 players, games on handheld devlces, eLc), readlng non-course relaLed
maLerlals, or worklng on asslgnmenLs for oLher classes ls dlsLracLlng. We're all here Lo learn and people pay a loL of
money for Lhelr educaLlon. use of lnLerneL devlces Lo Lake noLes & gaLher lnformaLlon Lo lnform classroom
dlscusslon ls sLrongly encouraged. 8uL browslng & soclal lnLeracLlon are noL so please mlnlmlze use durlng class. lf
your use of any devlce becomes dlsrupLlve, lL wlll negaLlvely lmpacL your parLlclpaLlon grade. AlLhough l may speak
wlLh you abouL Lhls, do noL expecL a warnlng prlor Lo reducLlon nor for Lhe lnsLrucLor Lo lnform you LhaL your grade
has been reduced. lf your rlnger goes off durlng class, please Lurn lL off. lf you feel Lhe call may be an emergency,
please sLep ouL of class.

Make-up Lxams: Make up exams wlll be offered only once per sLudenL wlLh proper documenLaLlon (e.g., docLor's
noLe) of absence and wlll be evaluaLed on a case-by-case basls. Make-up exams wlll be offered durlng offlce hours
and musL be compleLe by Lhe end of Lhe same worklng day Lhe sLudenL reLurns Lo class. Make up exams wlll noL be
offered beyond 2 weeks afLer lL ls scheduled on Lhe syllabus.

Late ass|gnments: LaLe means Lurned ln An?1lML Al1L8 Lhe end of scheduled class Llme on Lhe due daLe. 2
mlnuLes laLe and 2 hours laLe are LreaLed equally. LaLe asslgnmenLs wlll be accepLed for a 20 reducLlon ln grade
(excepL parLlclpaLlon challenges - whlch may be Lurned ln for 30 credlL). LaLe asslgnmenLs wlll noL be accepLed
beyond 1 class perlod laLe. SLudenLs are responslble for rememberlng Lo Lurn ln asslgnmenLs (onllne for ma[or
papers) or ln person prlor Lo end of class on Lhe due daLe. ln Lhe rare case LhaL a sLudenL ls noL able Lo aLLend class
on Lhe daLe an asslgnmenL ls due, Lhe sLudenL may submlL Lhe asslgnmenL elecLronlcally 8LlC8L Lhe end of class
on Lhe asslgned day for full credlL. lf you are havlng emall/lnLerneL lssues, you can fax lL Lo Lhe communlcaLlon
deparLmenL or sllde lL under ur. k's offlce door. 1here wlll be no excepLlons Lo Lhe laLe asslgnmenL pollcy.

MaLLhew !. kushln, hu | ueparLmenL of CommunlcaLlon
Shepherd unlverslLy Course Syllabus .:. 6

Lma|| & L|ectron|c Commun|cat|on Agreement: l wlll prlorlLlze & make every efforL Lo respond Lo communlcaLlons
senL durlng vlrLual offlce hours ASA. Powever, for elecLronlc communlcaLlon occurrlng ouLslde of esLabllshed
Cfflce Pours:
" SLudenLs can expecL Lo geL a response Lo an emall from me wlLhln 48 hours of sendlng lL, ofLen much
sooner. lf you don'L hear from me wlLhln 48 hours, send a pollLe remlnder.
" lf you send me an emall or any oLher elecLronlc communlcaLlon and l do noL respond Lo lL, Lhen l dld noL
recelve lL. ?ou wlll always geL a response from me lf l recelved someLhlng.
" SLudenLs should noL expecL responses on weekends or afLer 6pm.
" Lmall sub[ecL llnes should lnclude: Class 1lLle & ?our name. e.g., Comm 2000 - !ane uoe"
" ln case of real emergency needlng response ASA, add [emergency]" Lo sub[ecL llne. uon'L abuse Lhls!
Academ|c D|shonesty. Lach sLudenL ln Lhls course ls expecLed Lo ablde by Lhe Shepherd unlverslLy Academlc
lnLegrlLy rocedures found ln Lhe Shepherd unlverslLy SLudenL Pandbook
(hLLp://www.shepherd.edu/sLudenLs/sLudenLhandbook.pdf).
8y submlLLlng academlc work, sLudenLs warranL LhaL Lhe work ls Lhelr own and LhaL unauLhorlzed maLerlals or
resources were noL used. laglarlsm, fraud, unauLhorlzed use of resources-cheaLlng ln all lLs forms ls noL
LoleraLed. All members of Lhe Shepherd communlLy are responslble for malnLalnlng Lhelr own academlc lnLegrlLy
and for reporLlng suspecLed academlc dlshonesLy.
laglarlsm ls Lhe acL of sLeallng and uslng, as one's own, Lhe ldeas of anoLher or Lhe wrlLLen expresslon of Lhe ldeas
of anoLher. SLudenLs gullLy of academlc dlshonesLy ln any course wlll recelve sancLlon from Lhe course lnsLrucLor
and may face sancLlons by Lhe unlverslLy, parLlcularly lf Lhere ls a second reporLed offense. SancLlons may lnclude
dlsmlssal from Lhe unlverslLy. ln Lhls course you wlll fall any asslgnmenL you plaglarlze on. AddlLlonal sancLlons
may be Laken aL Lhe dlscreLlon of Lhe lnsLrucLor lncludlng buL noL llmlLed Lo reporLlng Lhe lncldenL Lo Lhe proper
unlverslLy auLhorlLles.
D|sab|||ty Support Serv|ces: ulsablllLy SupporL Servlces (uSS) aL Shepherd unlverslLy faclllLaLes equlLable access for
every sLudenL who self-ldenLlfles as havlng one or more dlsablllLles. SLudenLs requesLlng any dlsablllLy relaLed
accommodaLlon should conLacL Lhe ulrecLor of ulsablllLy SupporL Servlces ln SLudenL CenLer room 124 or aL 304-
876-3689. 1hls lncludes sLudenLs wlLh dlsablllLles who requlre academlc accommodaLlons, sLudenLs requesLlng
speclflc houslng accommodaLlons for healLh-relaLed reasons, and all oLher dlsablllLy accommodaLlons.
AccommodaLlons musL be documenLed, and accommodaLlon leLLers from Lhe uSS offlce musL be provlded Lo
lnsLrucLors. lor addlLlonal lnformaLlon please see hLLp://www.shepherd.edu/mcssweb/dss/defaulL.hLml .