COM 600 Newhouse Public Relations Social Media is the Social Media Class in the S.I. Newhouse School of Public Communications at Syracuse University taught by DR4WARD

1. 1
PRL 600 M003 (72449)
Selected Topics - Social Media
Summer 2013
Twelve Weeks – Online Asynchronous May 13 – August 17, 2013
Mon., May 13 – Fri., May 17, 2013 Face to Face (Executive Education, Rm 463)
Professor: Dr. William Ward
Email: dr4ward@syr.edu
Twitter @dr4ward
Office: NH 2, 339
Phone: cell: 616-915-8138
Office Hours: Open (Also via G+ Hangouts)
Twitter Class Hashtag #NewhousePRSM
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Class Description: This course examines the strategic use of digital and social media
platforms and tools for public communications and the application of Media and
Communication Theory applied to social media research. There is an emphasis on
hands-on experience and skill. Students will analyze various digital and social media
platforms and tools for developing professional profiles, creating professional learning
networks, creating professional content, engaging and collaborating. Students will learn
how to use social media to conduct research, improve job performance, increase
communication effectiveness and efficiency, and develop strategies for integrating,
evaluating and planning social media to achieve positive results. Students will critically
assess social media and research future developments of social media in public
communications.
Course Objectives: Upon completion of this class students going into public
communications should, among other things:
• Understand the culture of professional social engagement and socially-
enabled organizations and professions in public communications
• Learn digital literacy and social media etiquette for writing and social
media engagement with a variety of social media platforms and tools
• Develop team building and collaborations skills through the professional use and
integration of multiple social networks like Twitter, Facebook, LinkedIn, and
Google+.
• Gain insight through hands-on technical experience with professional social
sharing, listening, monitoring, and analytics using Hootsuite Pro and other digital
tools. Students will also receive Hootsuite Certification, an industry-leading
standard.
• Evaluate internal and external social media strategy and integration from an
interdisciplinary perspective across multiple departments and industries in public
communications
• apply Media and Communication Theory to social media research

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• Text: Course Resources:
There are two required texts for this course. A number of additional readings will be
provided as the semester progresses. In order to keep up with class discussion and
lectures, you will need to complete the assigned readings prior to coming to class.
• David Meerman Scott (2012). Real-Time Marketing & PR
• David Meerman Scott (2012). Newsjacking
(Both books are available on Amazon, Kindle, and iPad)
• Other course readings and content will be delivered entirely digital and online and
mostly 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 most of the course content with many Social Media and Digital
platforms and tools and will be learning how to use them professionally.
Social Media and Digital Platforms including RSS feeds, blogs, LinkedIn, Twitter, Google / G+,
Facebook, Pinterest … and many more.
Grade Determination: Your final grade will be based upon the following:
Percent of
Grade Points
In-class Social Media Participation 10% 60
Outside Class Social Media Participation & Klout Score 10% 60
Two Outside Events 10% 60
(NewhouseGLDSM or alternative proposals)
Weekly Assignments 30% 180
Final Teaching Presentations 40% 240
Total 100% 600
Grading Scale:
93 – 100% A
90 – 92 A-
87 – 89 B+
83 – 86 B
80 – 82 B-
77 – 79 C+
73 – 76 C
70 – 72 C-
69 or below F

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Skills: Students will learn by doing. Students will gain hands on experience with new
digital tools and social media platforms to understand and evaluate best practices and
strategy being used by professionals in public communications 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. Digital and Social Media
participation is mandatory.
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.
Reminder: Laptop, tablet and mobile devices are to be used for class and professional
purposes only during class, not for personal social interactions.
In-Class Social Media Participation 60 points (10%): Being present in class and
contributing to class discussions face-to-face and online will result in a higher grade.
Failure to participate in class activities and repeatedly arriving late or being absent will
lower your participation grade. Digital and Social Media participation is mandatory.
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. Special accommodation will not be made 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 Social Media Engagement - Klout Score 60 points (10%): Klout
measures influence based on your ability to drive action on social networks, and how
you drive more engaging and relevant professional content for everyone. It is one way
that communication industry employers are evaluating your social media experience
and potential. You will learn how to use social media like a pro and your influence score
will improve on professional topics of interest throughout the semester.
Two Outside Events (proposals) 60 points (10%):
Attending live events and participating with social media back channels in real-time is
required. Social communication before and after an event is also required. Students
propose attending alternative outside events that emphasize social media leadership
and innovation.

4. 4
Weekly Assignments – “To Do” List 180 points (30%): Students learn by doing.
Learning does not take place once a week during class but on a frequent and regular
basis. The weekly “To Do” list includes 20 daily/weekly tasks related to the topic for that
week that require class reflection outside of class to demonstrate conceptual
understanding and insight. Digital and Social Media participation require application and
use of digital and mobile tools and social media platforms for professional purposes.
Final Teaching Presentations 240 points (40%): Student will design, implement, and
present a multi-media ‘deep dive’ presentation to teach the class on some aspect of the
course subject matter. Team teaching will include 20 minute multi-media presentations
followed by discussion. Examples of presentation subjects include but are not limited
to: Media and Communication Theory applied to social media research question(s),
case study of a media organization’s social media best practice, an in-depth analysis of
a particular digital tool or social media platform, a look at social media in public
communications, etc. Instructor approval is required.

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Class Schedule: The following schedule is for reference only. The dates, other than
the final exam date, are approximates. We will make every attempt to stay as close to
these target dates as possible. Topics are subject to change.
The weekly “To Do” list includes 20 daily/weekly tasks related to the topic for
that week that require class reflection outside of class to demonstrate
conceptual understanding and insight.
Go to http://www.dr4ward.com to find more in depth information on our class
assignments and projects.
DATE TOPIC/READING ASSIGNMENT
Class Schedule: The following schedule is for reference only. The dates, other than
the final exam date, are approximates. We will make every attempt to stay as close to
these target dates as possible. Topics are subject to change.
Week 1 - May 13 – May 19: Introduction to Social Media Strategy & Hootsuite Pro
Social Media Dashboard
Syllabus - PRL 600 Public Relations Social Media #NewhousePRSM Summer 2013
Public Relations Social Media #NewhousePRSM Summer 2012 "To Do" List - Due Sun.,
May. 19 (In-class work during week)
Week 2 - May 20 – May 26: Social Listening
Public Relations Social Media #NewhousePRSM Summer 2012 "To Do" List - Due Sun.,
May. 26
Real-Time – Part I Revolution Time - Chapters 1 – 5
Week 3 - May 27 – June 2: Social Engagement
Public Relations Social Media #NewhousePRSM Summer 2012 "To Do" List - Due Sun.,
June 2
Real-Time – Part I Revolution Time - Chapters 6 – 9
Week 4 – June 3 – June 9: Social Collaboration
Public Relations Social Media #NewhousePRSM Summer 2012 "To Do" List - Due Sun.,
June 10

6. 6
Personal Branding, Blogs & Social Media Dashboards
Real-Time Part II – Connect With Your Market – Chapters 10 – 12
Week 5 - June 10 – June 16: Social Analytics & Measurement
Public Relations Social Media #NewhousePRSM Summer 2012 "To Do" List - Due Sun.,
June 16
Real-Time Part III – Grow Your Business Now Chapters 13 - 16
Week 6 – June 17 – June 23: Advanced Social Media Tactics
Public Relations Social Media #NewhousePRSM Summer 2012 "To Do" List - Due Sun.,
June 23
Project Status Update
Newsjacking – Chapters 1 - 6
Week 7 – June 24 – June 30: Social Intergration
Public Relations Social Media #NewhousePRSM Summer 2012 "To Do" List - Due Sun.,
June 30
Project Status Update
Newsjacking – Chapters 7 - 12
Summer Break - Mon. July 1: Sunday July 7
Week 8 – July 8 – July 14:
Public Relations Social Media #NewhousePRSM Summer 2012 "To Do" List - Due
Sun., July 14
Week 9 – July 15 - July 21: Social Curation
Public Relations Social Media #NewhousePRSM Summer 2012 "To Do" List - Due Sun.
July 21
Week 10 – July 22 – July 28: Individual Project Meetings
Week 11 – July 29 – August 4: Individual Project Meetings

7. 7
August 5 – August 11 No class
August 12 – August 18: Individual/Team Teaching Presentations & Wrap Up

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Religious Observances
SU’s religious observances policy can be found at
http://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. Students who plan to observe a
religious holiday this term must use the online notification process on myslice. This is
only available the first two weeks of classes.
Academic Integrity
“Syracuse University sets high standards for academic integrity. Those standards are
supported and enforced by students, including those who serve as academic integrity
hearing panel members and hearing officers. The presumptive sanction for a first
offense is course failure, accompanied by the transcript notation “Violation of the
Academic Integrity Policy.” The standard sanction for a first offense by graduate
students is suspension or expulsion. Students should review the Office of Academic
Integrity online resource “Twenty Questions and Answers About the Syracuse University
Academic Integrity Policy” and confer with instructors about course-specific citation
methods, permitted collaboration (if any), and rules for examinations. The Policy also
governs the veracity of signatures on attendance sheets and other verification of
participation in class activities. Additional guidance for students can be found in the
Office of Academic Integrity resource: ‘What does academic integrity mean?’”
Related Links:
The Academic Integrity Policy: http://academicintegrity.syr.edu/academic-integrity-
policy/
Twenty Questions and Answers about the Academic Integrity
Policy: http://academicintegrity.syr.edu/faculty-resources/
What does academic integrity mean?: http://academicintegrity.syr.edu/what-does-
academic-integrity-mean/
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
“Accommodation Authorization Letters,” as appropriate. Since accommodations may
require early planning and generally are not provided retroactively, please contact ODS
as soon as possible.

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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 your academic
needs although faculty cannot arrange for disability-related accommodations.
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. Use of Social Media
constitutes your permission as search engines archive all content created for this class.