COM 421 | Social Media Strategy | @JAMcArthur

an invitation
Welcome to Social Media Strategy — COM 421 — at Furman University. Our goal in this course is to jump into
the realm of social media and explore it as a tool to connect with and engage audiences. Should you decide that
social media is a fad, a bore, a waste of time, or a blip in the history of mass media, then this class will not have
achieved its purpose. However, if you determine that social media is powerful, maniacal, persuasive, disingenuous,
deliberate, illusory, authentic, dishonest, playful, or of questionable intent, then this class will have, at the very least,
made you think, and that, my friends, is the point.

your instructor
John A. McArthur, Ph.D.
Associate Professor of Communication Studies

Multiple ways to contact me (choose your favorite):

social: @JAMcArthur: All things social (Facebook, Instagram,
Twitter, LinkedIn, Skype, etc.)
email or facetime: john.mcarthur@furman.edu
call or text: 864.660.3585
f2f: before or after class, or during office hours
Furman Hall 135

course information
Social Media Strategy, COM 421, Furman University
Fall 2018, Tuesdays & Thursdays, 1:00 - 2:15 pm
Furman Hall 214

course description
Social Media Strategy explores communication strategies for developing, maintaining, and engaging audiences through
emerging media forms. Students will examine communication patterns in the zones of social community, social
publishing, social commerce, and social entertainment as outlets for social media consumption and creation. Students
in this course will produce content for social channels, audit its effectiveness, and assess personal, publishing,
entertainment, and organizational storytelling through social and participatory media. (4 credit hours)

course objectives
After completing Social Media Strategy, students should be able to:
• Examine the relative intentionality of their own use of social media.
• Reflect critically upon the potential power of social media as a communicative tool.
• Observe, categorize, compare, assess, and evaluate social media techniques.
• Articulate the purposes of social media for engagement in social community, social commerce, social
publishing, and social entertainment.
• Compare and contrast strategies for audience development for and engagement with social media.
• Use writing, authoring, and creating skills associated with digital media production to conduct and assess
social media interventions with targeted audiences.

course schedule
Our course schedule (linked here) is also linked from our course moodle page on MyFurman. All items are due at
the beginning of class on the date listed. Readings/Viewings should be completed before class. Deliverables are due
at the beginning of class. Some collaboration assignments appear on this schedule. Others will occur in class.
 COM 421 | Social Media Strategy | @JAMcArthur

required texts and materials

Textbook: Tuten, T. L. & Solomon, M.R. (2018). Social Media Marketing, 3e,
New York: SAGE Publishing.
Journal: Social Media + Society, published by SAGE and available at
http://journals.sagepub.com/articles/sms
Additional readings and viewings will be available in our Moodle site and
our Facebook group.
Social Media Accounts: All students need accounts on Facebook, Twitter,
Snapchat, Instagram, About.me. Students are expected to participate in the
private Facebook group for this course.
Software/Applications: Microsoft Word, Microsoft Excel (or comparable
programs). Image/Video Production can be handled with most smart phones or
webcams for this course, although knowledge of and access to video production
equipment can enhance project success. Students should have access to apps
or programs that allow for basic photo editing, graphic design creation, and
video splicing and editing. Students will also experiment with social media
monitoring applications, many of which are available online.

course assignments
Course assignments are the responsibility of each student to complete by the
dates assigned. Our course assignments include the following: (1)
readings/viewings, (2) collaborations, (3) social media experiments, and (4)
exams.
Readings/Viewings
Description: Weekly readings and viewings are listed on the course schedule.
Criteria for success: Students are responsible for reading/viewing the information
listed before attending class. Students who have not completed the reading
prior to attendance may be asked to refrain from contributing the
collaborations in and outside of the classroom.
Task: Your responsibility is to arrive to each class prepared for the daily
collaborations that will occur.
Collaborations
Description: In each class session, students will be invited to reflect, analyze, and
critically respond to prompts relevant to assigned readings in conjunction with
their colleagues in class. Outside of class sessions, student will be invited to
engage in social community inside our class Facebook group. In these
discussions, you should be testing your knowledge of the core concepts in the
chapters and readings, analyzing and discussing information about social media
from your own experiences, and developing the ability to evaluate and ask
questions of social media as communicative tools.
Criteria for success: Participation will be measured through (1) daily attendance,
(2) preparation for class, (3) informed contribution to our classroom, (4)
informed contribution to our Facebook group and other social media, and (5)
your role in co-creating an atmosphere of mutual respect and collaboration.
Task: Your responsibility is to arrive to our classroom on schedule having
prepared for attendance; to make an intentional contribution to the life and
activities of our learning environment; and to engage with your colleagues both
in the classroom and through social media.
 COM 421 | Social Media Strategy | @JAMcArthur

Social Media Experiments

Description: Over the course of the semester, we will engage in 5 Social Media Experiments. They are all different.
Social Media Experiments invite you to practice the tools you need to successfully manage social media and audiences
by evaluating possible options, selecting the best choice from possible good choices (and defending your choice), or
creating content for and through social media.
Criteria for success: Each Social Media Experiment is different, so each one will be assessed according to the list of
criteria provided with each experiment.
Task: Your responsibility is to carefully read the directions for each experiment and clarify any questions that you
have about the experiment. Then, respond as directed. Responses should be well-articulated final drafts—not first
cuts, rough estimations, or hastily constructed ideas. NOTE: You should present each experiment as if you were the
academic or professional in charge, presenting your work publicly. The professionalism of each experiment is a key
component of the assignment.
Exams
Description: Each student will complete 2 in-class exams: a midterm and a final. Exams offer the opportunity to review
and solidify learning, especially when followed by discussion of concepts and their application.
Criteria for success: Attend and complete the exams on the dates assigned. Attend and participate in the resulting
discussions.
Task: Prepare thoroughly for the exam by reviewing the material in the textbook and discussed in the classroom.
Complete the exam to the best of your ability in the time allotted.

course assessments
Below is an overview of course assignments and their relative weight in calculating the final course grade. Students
must complete all assignments to pass the course.
Assignments Percentage
Collaborations 30% of your grade
Social Media Experiments 50% of your grade
Exams 20% of your grade
Total 100%
Attendance, Late Work, & Missed Work
All collaborations are due in class and preparatory work should be completed before class begins. No make-up
assignments will be given for missed in-class activities. Collaborations may occur in-class, out-of-class, or both.
Social Media Experiments submitted after the stated deadline (in class) will be penalized 10% for every calendar day
they are late unless arrangements are made with the instructor in advance. Thus, work completed/submitted later
than ten calendar days following the deadline will not be accepted and will be awarded zero credit.
All Exams must be taken on the dates listed unless arrangements are made with the instructor in advance. Requests
to take the final exam at a time that differs from the University final exam schedule must be approved by the Associate
Academic Dean (“Any instructor who wishes to administer the final examination at a time other than the one
specified on the final exam schedule must secure the approval of the department chair and the Associate Academic
Dean,” from the Furman University Catalog).
Attendance is expected in this course. Daily attendance contributes to your collaborations grade in this course.
Excessive absences will result in failure of the course. Note the university description of excessive absences: A
freshman who exceeds 15% of the class meetings or an upperclassman who exceeds 25% for any reason will be in
violation of the maximum established by the University (p. 40 of the Furman University Catalog) and will be dropped
from the course with a grade of “F.”
Grading Scale
Grade Numeric Value Description of letter grades (from the Furman University Catalog)
A 99-100 A+ Excellent. The mark of highest distinction earned by those students whose work
93-98 A represents the best that can be expected of a student at Furman.
90-92 A-
 COM 421 | Social Media Strategy | @JAMcArthur

Grade Numeric Value Description of letter grades (from the Furman University Catalog)
B 88-89 B+ Good. The mark of distinction earned by those students whose work represents a
83-87 B high degree of achievement in meeting the characteristic demands of the course.
80-82 B-
C 78-79 C+ Satisfactory. The mark earned by those students who have attained such familiarity
73-77 C with the content of the course and such ability to apply this knowledge as may be
70-72 C- expected of a student who gives to the course a reasonable amount of time, effort,
and attention.
D 68-69 D+ Marginal. The lowest passing grade representing inferior work. It indicates that the
63-67 D student would be seriously handicapped in attempting subsequent courses for which
60-62 D- this work is a prerequisite.
F 00-59 F Failure. The mark indicates unconditional failure. No credit earned.

additional policies
Official Course Properties
Course materials can be found linked on our course Moodle page through MyFurman. This syllabus and the course
schedule are subject to change and changes to either will be communicated in writing and digital updates. All class
participants are expected to check their university email associated with the Moodle page in MyFurman for class
updates and to have Moodle updates forwarded to their email account.
Academic integrity
Academic Integrity standards are important to our Furman community and will be upheld in this class. Students
should review the Academic Integrity Pledge posted in the classroom and resources available on
www.furman.edu/integrity. In this class, the grade penalty for an academic integrity violation is determined on a
case-by-case basis, but typically involves a grade of zero on the assignment in question.
Center for Academic Success (CAS; LIB 002)
• The Writing & Media Lab (WML) is staffed by student Consultants who are trained to help you improve
your writing and multimodal communication skills. The consultation process is non-directive and intended
to allow students to maintain ownership of their work. In addition to helping with the nuts and bolts, WML
Consultants also support you in developing your own ideas thoughtfully and critically, whether you’re
writing an essay or planning a video or other multimedia project. You may drop into the WML during its
regular hours (LIB 002; 9 AM to 10 PM) or visit the Writing and Media Lab website to make an appointment
online.
• Peer Tutors are available free of charge for many classes and may be requested by dropping by CAS (LIB
002) or on the Center for Academic Success website. Tutors are typically recommended by faculty and
have performed well in the class.
• Professional Academic Assistance Staff in CAS can provide students assistance with time management, study
skills, and organizational skills.
• The Writing and ESL Specialist provides professional writing support as well as support for students whose
primary language is not English.
Accommodation Requests
The Student Office for Accessibility Resources is committed to helping qualified students with disabilities achieve
their academic goals by providing reasonable academic accommodations under appropriate circumstances. If you
have a disability and anticipate the need for an accommodation in order to participate in this class, please register
with the Student Office for Accessibility Resources. They will assist you in getting the resources you may need to
participate fully in this class. You can contact the SOAR office at 864.294.2320 or at soar@furman.edu. You can
find additional information and request academic accommodations at the SOAR webpage.