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COURSE NAME: "Social Networks and Media Management "
SEMESTER & YEAR: Fall 2018

INSTRUCTOR: Mackenzie Garrity
EMAIL: [email protected]
HOURS: TTH 10:00-11:15 AM
PREREQUISITES: Prerequisite: Junior Standing

This course explores the significance of social networks in business and social life. The focus of the course is to critically appreciate social media platforms across a variety of contexts. The course investigates issues related to the management of social media in terms of the strategies and tactics related to successful deployment and cultivation of business/social initiatives and the redefinition of the customer/user as a central element in value creation. Issues related to participatory culture, communication power, collaborative work and production, privacy and surveillance, and political economy of social media are explored in depth through the use of contemporary cases.
This course investigates the impact of social media in contemporary business and social activities. It explores how social media redefines the relationships between customers and suppliers of goods and services, and between traditional institutions and constituents. It further reviews social media in a variety of contexts such as political groups, grassroots news media, and fan groups. Both theory and practical application will be incorporated into this course. 


By the end of the semester, students should be able to:


  1. Critically appreciate and analyze social networks and social media.
  2. Understand how social media affects the strategies and tactics of business organizations.
  3. Understand the role of social networks and social media in the context of global economic and political structures.
  4. Evaluate the ethical issues surrounding social networks and social information, particularly in relation to privacy and personal information online.
  5. Create a social media strategy.
  6. Define the target audience for a social media strategy and generate a focused social media content plan catered to that audience.
  7. Demonstrate the creation of a new social media campaign, including creative deliverables. 


Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Social Media: A Critical IntroductionFuchsSage978-1446257302  
The Art of Social MediaGuy KawasakiPenguin GroupB00O4RHN8M  

Class participation 10%
Midterm Exam  20%
Group Project A collaborative group project on Social Media Strategy45%
Individual AssignmentAn analytical essay on one of a selected range of topics related to Social Media25%

AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the course.
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.


Absences: More than two unexcused absences may result in up to 10 percent being subtracted from your participation grade. More than three unexcused absences may result in up to 10 percent being subtracted from your final grade, and you may be asked to withdraw from the class.


Tardiness: students arriving more than 5 minutes late for class will be marked as absent (though they may stay and follow the lesson). 

As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.



Week 1

Class A: Introduction to Social Networks and Media Management

Class B: What Is Social Media? (Kawasaki Ch. 1)

Week 2

Class A: Looking Critically at Social Media (Fuchs Ch. 1)

Class B: Communication Power (Fuchs Ch. 4)

Week 3

Class A: Participatory Culture (Fuchs Ch. 3)

Class B: Participatory Culture cont.

Week 4

Class A: Social Media Economy (Fuchs Ch. 5)

Class B: Social Media Economy cont. 

Week 5

Class A: Governments & Facebook (Fuchs Ch. 7)

Class B: China & Social Media (Fuchs Ch. 9)

Week 6

Class A: The Sharing Economy (Fuchs Ch. 10) 

Class B: The Future of Social Media (Fuchs Ch. 12) (Individual Essay assigned)

Week 7

Class A: Midterm Exam Review

Class B: Midterm Exam

Week 8

Class A: How To Use Social Media As A Business (Kawasaki Ch. 10)

Class B: Identifying Your Target Audience For Social Media

Week 9

Class A: Social Media Strategy Part 1 (Group Project assigned)

Class B: Social Media Strategy Part 2 (Kawasaki Ch. 2, Ch. 4)

Week 10

Class A: Social Media Strategy Part 1

Class B: Social Media Strategy Part 2 (Kawasaki Ch. 2, Ch. 4) Group Project assigned

Week 11

Class A: Theory of Organic Social Media (Kawasaki Ch. 11)

Class B: Practical Applications of Organic Social Media (Kawasaki Ch. 7, Ch. 9)

Week 12

Class A: Theory of Paid Social Media (Reading TBA)

Class B: Practical Applications of Paid Social Media Group Creative Brief due

MAKEUP Class 10am: Theory of Content Creation For Social Media (Kawasaki Ch. 3, Ch. 5)

Week 13

Class A: Practical Applications of Content Creation For Social Media (Kawasaki Ch. 9)

Class B: Measuring Success: KPIs in the Context of Social Media

SNOW MAKEUP Class: Group Project Workday Group Content Plan due

Week 14

Class A: Ethics of Social Media (Reading TBA)

Class B: Group Project Workday

Final Project Presentations