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SYLLABUS COM 600M001 - Social Media Theory & Practice Fall 2011 Tuesday 11:00AM - 1:50PMROOM Newhouse 2 355 Instructor

: Dr. William J. Ward a.k.a. DR4WARD Office:Newhouse 2 339 Office hours:Mon., 3:35 ± 5:35 PM and Tues. 2-4 PM(&Realtime Social Media) Phone: 315-443-9245E-mail:dr4ward@syr.edu Class Description:This course examines Social Media Theory and Practice. Digital and Social Media has rapidly impacted individuals, organizations, industries, professions, politics, and culture.This rapid pace of change has created a vacuum between Social Media theory and practice. A digital divide between innovators and early adopters and late adopters is creating gaps in digital literacy. This lack of understanding has real-world social and economicimplications. Manyorganizations lack Social Media understanding and fail to provide training, policies, and strategy. Business approaches to Social Media often lack the foundation of traditional academic theory. Academia has been slow to apply and integrate Digital and Social Media to the traditional academic process and to keep up with the dynamics of practice and real-world application. This class integrates Digital and Social Media into the research and learning process for hands-on experience to learn, share, collaborate, and create together. Specific emphasis will be on Marketing and Communications related industries. Students will be working individually and teamteaching various concepts and case-studies throughout the semester. Course Objectives: Upon completion of this class students should, among other things: y y y y Understand the changing & evolving dynamics of Digital and Social Media Apply Social Media Theory to a variety of industries and situations in a rapidly changing landscape Distinguish between various types of Digital and Social Media theory, practice, and strategies Identify emerging trends and technologies impacting Social Media theory and Practice

Text:Course readings and content will be delivered entirely digital and online and available for free. You will be able to access course readings and content daily/weekly. Case studies, readings, videos, industry guest speakers, and other course content will be delivered using numerous Digital and Social Media platforms and tools.

You will be accessing the course content with these various Social Media and Digital platforms and tools and will be learning how to use them professionally. Individuals and groups will be using these tools to learn, share, collaborate, create, and present to the class and each other. Requirements:You will be required to bring your laptop and/or tablet devices to every class. Mobile Smartphone use is also encouraged during class but you will still need to bring your laptop and/or tablet every time. Smartphones do not allow enough editing and viewing capabilities to be sufficient for class purposes. Laptop, tablet and mobile device are to be used for class and professional purposes during class, not for personal social interactions. Grade Determination: Your final grade will be based upon the following: In-class Attendance & Participation 150pts / 25% Outside of Class Engagement & Reflection 150pts / 25% Team Teaching Presentation 1 - Theory 150 pts / 25% Team Teaching Presentation 2 ± Practice 150 pts. / 25% Total Points 600 pts / 100% Grading Scale: 93 ± 100% A 90 ± 92 A87 ± 89 B+ 83 ± 86 B 80 ± 82 B77 ± 79 C+ 73 ± 76 C 70 ± 72 C67 - 69 D+ 63 - 66 D 60 ± 62 D59 or less Epic Fail

Skills: Students will learn by doing. Students will gain hands on experience with new digital tools and social media platforms to understand and evaluate apply theory to practice and share best practices, models, and strategy being used by industry today.

Classroom Expectations: I enjoy an open and informal classroom atmosphere. You are encouraged to share information and personal experiences, and ask questions during lectures and discussions. The most effective learning takes place during two-way communication. Your classroom participation is encouraged inside and out of the classroom and your grade will reflect your contributions. Attendance & Participation (25%): Being present in class and contributing to class discussions will result in a higher grade. Failure to participate in class activities and repeatedly arriving late or being absent will lower your participation grade. Attendance at all class meetings is expected in order to assure an even flow of information and a minimum of disruption for both me and the other members of your class. An absence will lower your grade, plus participation points for assignments done in class. We will not make any special accommodation for you if you miss an assignment or a deadline. Late assignments will not be accepted, nor made up without my prior approval. Outside of Class Engagement & Reflection (25%): Learning does not take place once a week during class but on a frequent and regular basis. Weekly assignments will require class engagement and reflection outside of class to demonstrate conceptual understanding and insight into Internet Marketing Final Team Teaching Presentations (2 x 25%) (50%): Student teams will design, implement, and present a multi-media µdeep dive¶ presentation to teach the class on some aspect of the course subject matter. The first presentation Team teaching will be 20-30 minute multi-media presentations followed by discussion. First presentation Examples of Presentation subjects include but are not limited to: case study of integrated Internet marketing best practice, an in-depth analysis of a particular digital tool or social media platform, a look at internet marketing innovation, etc. Instructor approval is required. Class Schedule: The following schedule is for reference only. The topics are approximate and subject to change based on team-teaching schedule, guest speakers and class progress. We will make every attempt to stay as close to these target dates as possible. DATE Week 1 Tues., Aug. 30 Week 2 Tues.,Sept. 6 TOPIC/READING ASSIGNMENT Class Begins ± Introduction, Getting Connected

Research, Social Learning, Education, Listening and Monitoring, Content Creation, Curation, Collaboration

Week 3 Tues., Sept. 13

Influence, Trust, Credibility, Ethics & Transparency, Groups & Networks

Week 4

Tues.,Sept. 20

Culture Shift &Internal Organizational Models Team Teaching Presentation 1

Week 5 Tues., Sept. 27Internal and External Social Media Policies Team Teaching Presentation 1 Week 6 Tues., Oct. 4 Social Media Measurement & ROI Team Teaching Presentation 1 Week 7 Tues., Oct. 11 Week 8 Tues., Oct. 18 Audience and Consumer Engagement, Interaction Team Teaching Presentation 1 Business & Industry External Models Team Teaching Presentation 1

Week 9 Startups, Crowdsourcing Tues., Oct. 25Team Teaching Presentation 2 Week 10 Nov.,1 Week 11 Tues., Nov. 8 Social Giving Team Teaching Presentation 2

Social Commerce Team Teaching Presentation 2

Week12 Tues, Nov. 15

Social Gaming Team Teaching Presentation 2

Week 13 Tues., Nov. 22 Week 14 Tues, Nov. 29 Week 15 Tues, Dec. 6

Thanksgiving Break

Industry Specific Applications Team Teaching Presentation 2 Industry Specific Applications Wrap Up Final exam week

Week 16

Academic Integrity The Newhouse School follows the Syracuse University Academic Integrity Policy, which holds

students accountable for the integrity of the work they submit. Students should be familiar with the Policy [http://academicintegrity.syr.edu/] and know they are responsible to learn about instructor and general academic expectations with regard to proper citation of sources in written work. The policy also governs the integrity of work submitted in exams and assignments, as well as the veracity of signatures on attendance sheets and other verifications of participation in class activities. ³it is not permissible for any student to submit the same material, with substantially the same style, structure, or wording, to instructors in two or more courses.´ New for Fall 2011: The amended university policy to set a higher standard sanction for a first offense: course failure, accompanied by the transcript notation, ³Violation of the Academic Integrity Policy.´ The standard sanction for a first offense by a graduate or professional student is suspension or expulsion. Persons With Disabilities If you believe that you need accommodations for a disability, please contact the Office of Disability Services (ODS), disabilityservices.syr.edu, located at 804 University Avenue, room 309 or call 315 443 4498 for an appointment to discuss your needs and the process for requesting accommodations. ODS is responsible for coordinating disability-related accommodations and will issue students with documented disabilities ³Accommodation Authorization Letters,´ as appropriate. Since accommodations may require early planning and generally are not provided retroactively, please contact ODS as soon as possible. Our community values diversity and seeks to promote meaningful access to educational opportunities for all students. Syracuse University and the Newhouse faculty are committed to your success and to supporting Section 504 of the Rehabilitation Act of 1973 as amended and the Americans with Disabilities Act (1990). This means that in general no individual who is otherwise qualified shall be excluded from participation in, be denied benefits of, or be subjected to discrimination under any program or activity, solely by reason of having a disability. You are also welcome to contact your professor privately to discuss you academic needs although faculty cannot arrange for disability-related accommodations.

Religious Observances SU¶s religious observances policy can be found at SUpolicies.syr.edu/emp_ben/religious_observance.htm SU recognizes the diversity of faiths represented among the campus community and protects the rights of students, faculty and staff to observe religious holy days according to their tradition. Students will be provided an opportunity to make up any examination, study or work requirements that may be missed due to a religious observance provided they notify the instructor before the end of the second week of classes. New this year: Students who plan to observe a religious holiday this term must use the online notification process on MySlice, available only the first two weeks of classes. Those notices will be available to faculty on September 12. If you are observing the Muslim holy day which falls before then, please contact your instructor directly.

Use of Student Work (FERPA) The professor will use academic work that you complete this semester for educational purposes in this course during this semester. Your registration and continued enrollment constitute your permission.The professor will use academic work that you complete this semester in subsequent semesters for educational purposes. Before using your work for that purpose, your professor is required to either get your written permission or render the work anonymous by removing all your personal identification.