social media for strategic communication 1e isbn 978 … · 2019-05-08 · • social media...

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IntroductiontoSocialMedia:AStrategicApproachCOURSEINFORMATIONMMC5636Summer2019Credits03MeetingTime:DistanceAsynchronousandOnlineClassroom—SelectTuesdaysduringthesemesterat7PMEST.Pleaseseecoursecalendarfordates.OfficeHoursbyAppointmentTextSocialMediaforStrategicCommunication1eISBN978-1506387109KarenFrebergTherewillbeadditionalreadingseachweek.ZOOMClassroomhttps://ufl.zoom.us/j/396458150 INSTRUCTORRobert(Bob)HughesMArjhughes@jou.ufl.edu970-368-2021PleaseseemyBio—andaplaceforyours—undertheDiscussionstabinCanvas.Note—pleaseusemyrjhughes@jou.ufl.eduemailaddressforallcommunication.Emailisthequickestwaytogetamessagetomeasithitsmyphone,whichIalwayshavewithme!Pleaseincludeyourclassnameinthesubjectline.PleaseDONOTusetheemailoption/tabintheCanvasshell.ThisdoesnothitmyiPhoneonatimelybasisandIcannotreplyusingmyiPhone.Pleaseonlyusemyrjhughes@jou.ufl.eduemailaddresstoreachme.IMPORTANT!FollowthissyllabusONLYforyourclassinformation.Printitoutandcheckthingsoffascompleted.THEREMAYBEINFORMATIONINCLUDEDHERETHATISNOTFULLYEXPLAINED/INCLUDEDONCANVASPAGES!!!AnnouncementstabinCanvasshellBesuretochecktheAnnouncementstabintheCanvasshellregularlyforinformationonclassassignments,changesandotherclassinformation.Inaddition,importantinformation(butnotallAnnouncements)willbesentviaemailwhenitispostedinthistab.

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CourseDescriptionIntrotoSocialMediawillfamiliarizestudentswiththeevolution,revolutionaswellasthestatusandfutureofsocialmediaforcommunicationsprofessionals.This“howto”coursefocusesonsocialmediabestpracticesforcontent,frequency,visualsandthemechanicsbehindeach.Studentswilllearnhowsocialmediainfluencesadvertising,publicrelations,marketing,customerserviceandotheraspectsofcommunications.ThecourseexploresthedifferencesbetweenthemajorsocialmediachannelsincludingFacebook,Twitter,LinkedIn,Instagram,PinterestandSnapchat.Inaddition,studentswilllearn:

• Thestrategyofdevelopingasuccessfulsocialmediaplan• Thesignificanceofpaid,earnedandownedsocialmedia• Audiencetargetingincludingpersonaandpsychographics• Socialmediaoptimization• Socialmediaproductivity/ROI

Further,thisclasswillteachstudentstheskillsandstrategicprinciplesneededtodevelopasocialmediacommunicationsplan.Inaddition,sharetheimportanceofusingastrategicapproachforusingsocialmediainanintegratedmarketingcommunicationsplan,corporate/personalbranding,contentcreationandaudienceidentification.Theclassisbasedonthelatestresearchandpracticalapplication,theclasswillshowstudentsthehowandthewhyforstrategicsocialmediaandsharehowtotakeclasslearningsintoaprofessionalcareer.Thecoursewillgivestudentsthetoolstheyneedtoadaptwhattheylearntonewplatformsandtechnologythatmayemergeinthefuture.Byfocusingontheroleofsocialmediainstrategicplanningforadvertising,PR,marketing,non-profitadvocacyandinternationalcommunicationstudentswillleavewithabroadbaseofpracticalknowledgefortheircareer.CourseDesign/ExpectationsThiscoursewillcombinebothlivesessionsandrecordedlectures.LiveclasssessionswillbeheldselectTuesdaynightsofthesemesterstartingat7pmEST.Accesstheclassat:https://ufl.zoom.us/j/396458150SeethesyllabusANDclasscalendarforliveclassdates.Thesedatesmaybesubjecttochangedependingonclasscircumstances,yetanotherreasontokeepupwiththeAnnouncementstab.LecturesTherecordedmaterialswillhelpyoutounderstandkeyconceptsandassignments.Thesearereinforcedinanonlinehomeworkandinwrittensubmissions.Pleasenote:Followonlythesyllabusforassignments,duedatesandotherrelevantinformation.Somemayhavechangedsincethelectureswererecorded.AssignmentsYouwillhaveregularassignments,andthesewillbethebasisforyourfinalgrade.Therewillalsobeseveralin-classteamexercisestobepresentedinourliveclasses.FortheseIwill

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beassigningteamsandresultswillbepresentedinclassbyamemberofeachteam.Theseexerciseswillbediscussedinclass.Yoursemester-longprojectistodevelopasocialmediastrategicplanforapubliclytradedbrandorcompany.Yourfocusshouldbeonthemarketingorcommunicationchallengesfacedbythecompany.ThisplancanbedevelopedasaWorddocument,inPowerPointorinaweb-basedprogramlikeWordPress.It’syourchoice!Inadditiontoyourreadingsyouwillhavetwokindsofhomework:First,undertheDiscussiontab,youwillfindadiscussionquestion.Youshouldpostathoughtfulresponsetothiskeytopicquestionandrespondtoatleasttwopostsfromyourfellowstudents.Allresponsesshouldbeplacedinthe“Discussion”sectionofyourCanvasshell.Too,weaskyoupostyourinitialDiscussionquestionpostonYOURsocialmediachannelswiththetag@UFCJCOnline.Thiswilldotwothings:allowyoutocontinuetobuildastrongsocialmediapresenceandallowUFtoshowcaseyourwork(abenefittobothyouandUF!)So,whenyouwriteyourinitialDiscussionpost,youshouldrephrasethequestiontomakeyourworkastand-alonepost.IfyoudonothaveaLinkedinprofile(ifnot,whynot?)pleasecreateoneasthisplatformwillbeanidealoneforyourprofessionalportfolio.Second,youwillcompletehomeworkdealingwiththeclassmaterials.ThehomeworkwillbefoundinCanvas.PleasefollowtheclasscalendarandCanvasschedulesforwhenDiscussionQuestionsandhomeworkwillbedue.RequirementsYouwillneedanInternetconnectiontoaccessyourtext,viewthelectures,attendonlineclasssessions,andcompleteyourassignments.Youmustbeabletocommunicatewiththeinstructor.Mostcommunicationscanbedoneviaemailandthediscussionboard,butyoumaybeaskedtojoinDropbox.com(afreeonlineservice)tosharelargefiles.OwnershipEducationAsgraduatestudents,youarenotpassiveparticipantsinthiscourse.AllstudentsinthisProgramhaveabackgroundinmarketing,advertising,publicrelations,journalism,orsimilarfields.Thisclassallowsyoutonotonlytakeownershipofyoureducationalexperiencebuttoalsoprovideyourexpertiseandknowledgeinhelpingyourfellowclassmates.TheCanvasshellwillhaveanopenQ&Athreadwhereyoushouldposequestionstoyourclassmateswhenyouhaveaquestionasitrelatestoanassignmentoranissuethathascomeupatwork.Yourclassmatesalongwithyourinstructorwillbeabletorespondtothesequestionsandprovidefeedbackandhelp.Thisalsoallowseveryonetogainthesameknowledgeinonelocationratherthantheinstructorrespondingbacktojustonestudentwhichlimitstherestoftheclassfromgainingthisknowledge.COURSEPOLICIESAttendancePolicyThisisanonlineasynchronouslydeliveredcourseANDincludealiveclassonselectTuesday’softhesemester.Ifyoucannotattendtheliveclasses,itisexpectedyouwillwatchtherecordedclassduringthatweek.PleaseemailProfHughesabriefsummaryoftherecordedclassmaterialsbythe

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endofthatmissedweek.LateWorkandMake-upPolicy:Youareexpectedtoprepareandsubmityourassignmentsonatimelybasis.Duedatesareclearlylaidoutinthissyllabusandintheattendantclasscalendar.Deadlinesarecriticaltothisclass.Allworkisdueonorbeforetheduedate.Extensionsfordeadlineswillonlybeforpreapprovedemergencies.Minorinconveniencessuchasfamilyvacationorminorillnessarenotvalidreasonsforextensions.Withthisinmindtherewillbepenaltiesforlatework:Lessthananhourlate 05pointsoffMorethananhourlatebutlessthan24hourslate 10pointsoffMorethan24hourslatebutlessthan48hourslate 15pointsoffMorethan48hourslate 25pointsoff49hoursandgreaterlate NotacceptedatallIssueswithuploadingworkforagradeisnotanexcuse.IfyouhavetechnicaldifficultieswithCanvas,thereareothermeanstosubmitcompletedwork.Youmayemail.zipfilesorevenlinkstoDropboxfolderstoInstructorviaUFemail.Anothersuggestiontocompensatefortechnicaldifficultiesbynotwaitinguntilthelastminutetosubmitwork.Technicalissuepolicy:Anyrequestsformake-upsduetotechnicalissuesMUSTbeaccompaniedbytheticketnumberreceivedfromLSSwhentheproblemwasreportedtothem.Theticketnumberwilldocumentthetimeanddateoftheproblem.YouMUSTe-mailyourinstructorwithin24hoursofthetechnicaldifficultyifyouwishtorequestamake-up.ContactUFhelpdesk(352)392-HELP.Emergencyandextenuatingcircumstancespolicy:Studentswhofaceemergencies,suchasamajorpersonalmedicalissue,adeathinthefamily,seriousillnessofafamilymember,orothersituationsbeyondtheircontrolshouldnotifytheirinstructorsimmediately.StudentsarealsoadvisedtocontacttheDeanofStudentsOfficeiftheywouldlikemoreinformationonthemedicalwithdrawalordropprocess:https://www.dso.ufl.edu/care/medical-withdrawal-process/.StudentsMUSTinformtheiracademicadvisorbeforedroppingacourse,whetherformedicalornon-medicalreasons.Youradvisorwillassistwithnotifyingprofessorsandgooveroptionsforhowtoproceedwiththeirclasses.YouracademicadvisorisTiffanyRobbert,andshemaybereachedattrobbert@jou.ufl.edu.Requirementsforclassattendanceandmake-upexams,assignments,andotherworkinthiscourseareconsistentwithuniversitypoliciesthatcanbefoundintheonlinecatalogueat:https://catalog.ufl.edu/ugrad/current/regulations/info/attendance.aspxCourseworkSubmissionsIngeneral,asnotedthroughoutthissyllabus,mostcourseworkshouldbesubmittedthroughtheAssignmentstabintheCanvasclassroom.GeneralDeadlinesThisclass,likeothers,involvesmanydeadlines.Hereisasummaryreminder.

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WeeklylecturesonMondayWeeklyhomeworkonSundayIn-ClassPresentationsonTuesdayInitialDiscussionpostonThursdayDiscussionpostclassmatereplyonSaturday

GradingGradingparametersfortheclassprojectsareprovidedintheformofrubrics.Theserubricsaredetailedinthissyllabus.Yourworkwillbeevaluatedaccordingtothisdistribution:Onlinehomework 80points Weeklydiscussionassignments 45pointsHootsuiteAcademyenrollment 10pointsHootsuiteAcademyCertification50pointsTeamIn-ClassPresentations40pointsFinalplan100pointsPowerPoint35pointsTOTAL 360points100%AndgradeswillbedeterminedasfollowsA 332-360points 93-100%A- 324-331points 90-92%B+ 313-323points 87-89%B 299-312points 83-86%B- 288-298points 80-82%C+ 277-287points 77-79%C263-276points73-76%C- 252-262points 70-72%D+ 241-251points 67-69%D 216-240points 60-66%E 0-215points 0-54%Note--Rounding:Iroundwhenassigninggrades.Thegradeof92.62isA-.Thegradeof92.34isB+.WhenthegradeSummersata.5,Iwillcarrythegradetothenextdecimalpointforroundingpurposes.Requirementsforclassattendanceandmake-upexams,assignments,andotherworkinthiscourseareconsistentwithuniversitypoliciesandcanbefoundat:https://catalog.ufl.edu/ugrad/current/regulations/info/attendance.aspxAssignmentInformationindepthDiscussionAssignmentsDuringselectweeksofthesemesteryouwillneedtoprovideathoughtfulanalysisofanassignedtopic.Eachweekyouwillalsopostaresponsetotwostudent’spostthatyoueitheragreeordisagreewith.

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Youwillfindeachdiscussiontopicundereachrespectiveweekinthesyllabus.Again,weaskyoupostyourinitialDiscussionquestionpostonYOURsocialmediachannelswiththetag@UFCJCOnline.Thiswilldotwothings:allowyoutocontinuetobuildastrongsocialmediapresenceandallowUFtoshowcaseyourwork(abenefittobothyouandUF!)So,whenyouwriteyourinitialDiscussionpost,youshouldrephrasethequestiontomakeyourworkastand-alonepost.Pleasekeeptheseguidelinesinmindasyoucreateyourweeklyposts:1)Yourwritingshouldbethoughtful,reflective,andfocused.Youshouldalsoattempttobepersuasive,bywhichImeanyoushouldtrytoconvinceothers,especiallyotherswhodisagreewithyou,thatyouhaveavalidandcredibleperspective.Youmayfindthefollowingpiecehelpfulasaguide:http://opinionator.blogs.nytimes.com/2013/04/25/the-shadow-lobbyist/2)Ataminimum,yourdiscussionpostsshouldaverage400words.Youarestronglyencouragedtodocumentanyfactsyoubringtobearinmakingyourarguments.Ingeneral,whenyouprovidefactualinformation,itshouldbereferenced.3)Ataminimum,yourcommentsonthepostingsofothersshouldrunbetween200and300words.Personalattacksordisrespecttowardsothersisinappropriateandwillcostyoupointsontheassignment.IwillwatchanddetermineifIfeeladiscussionisinappropriateifneeded.Yourgoalshouldbetohelptheauthorofthepostyouarecommentingonseeanotherperspective.Hereisanexampleofaresponsetotheessayinthelinkabovethatdoesagoodjobofaccomplishingthis:TheaverageAmerican,thankstoasubstantialeducationalandsocialdeficit,simplydoesn'tunderstandpoliticsorpublicpolicy.Theinterestingquestion,then,ishowdoesthepoliticalclassgoverninthenameofThePeoplewhenThePeoplearemissinginaction?Formanydecades,thepoliticalclassmaintainedtheself-delusionofrunningademocracybycreatingtheirownechochamber--issuesandideaswouldechoamongelitesinD.C.orothercapitalsofthecountryuntilenoughsteamwouldbuildupbehindapolicythatitseemedliketherewasaconsensusontheissue.Asamemberofthepoliticalelite,ifyouheardthesamestoryfrommultiplequarters,youcouldperhapsconvinceyourselfthatwhatyouwerehearingreflectedthetrueinterestsofthepublic,evenifthatpublicwasrarelyinvolvedinsuchsurgesofeliteopinion.Itwasperhapsinevitablethatasthetechnologyandcapacitytomicro-targetsmallportionsoftherealpublichaveadvancedthatpoliticallobbyistswouldeventuallyrealizethattheycouldinsertthemselvesintothepoliticaleliteechochamberbymanufacturingaground-swellof'publicopinion'bywhippingupopinionsonparticularpoliciesbyenlistingsomeideologicalorignorantfractionofthepublic.Therealquestioniswhetherthepoliticalclasswilleventuallytireoftheabsurdityofthissituationandactuallyenlistthepublicinmeaningfuldeliberationofissues,thoughthiswouldmeanalossofcontrol.Hereisanother:BackonJuly12,2002,duringaBillMoyers"Now"interview(transcript

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here:http://www.pbs.org/now/transcript/transcript_lewis.html)withChuckLewisoftheCenterforPublicIntegrity,Iheardthatin1968therewereamere62registeredlobbyistsinD.C.-butthatthisfigurehadrisento20,000bythedateofthatprogram.Threeyearslater,therewasaJune22,2005WashingtonPostarticle,"TheRoadToRichesIsCalledKStreet"(stillpostedonlineandeasilyfoundwithasearchofthatheadline),whichtoldhow:"ThenumberofregisteredlobbyistsinWashingtonhasmorethandoubledsince2000tomorethan34,750,"thathiringwasbooming,andthatfeesandretainershadrisensubstantially.YetaRossDouthatcolumnfromSeptember22,2012,"WashingtonVersusAmerica"-anintriguingcommentarywhichnotedthatin2011,sevenofthetenmostaffluentcountiesintheU.S.wereintheD.C.area,statedthat:"ForMittRomneyandtheRepublicanParty,what’shappenedinWashingtontheselast10yearsshouldbeanaturalpartofthecaseagainstObamanomics"-seeminglyimplyingthatasurgeininfluence-buyinginD.C.wasthefaultofthepresident,andnottheWashingtonPost-notedboomoftheBushyears.Mr.Edsall'scolumnexplainshowthenumberofregisteredlobbyistscoulddrop,whileacorruption-generatingindustrystillthrivesattheheartofthefederalgovernment.Andonemore:Itisthe4thbranchofgovernmentanditshoweditspowerduringthegundebate.ThisbranchisintheshadowsanditiscontrolledbymoneycomingfromspecialinterestgroupssuchastheNationalRifleAssociation,OrganizeForAction,theKochbrothers,SheldonAdelson,CitizensUnited,alllaborunionPACSandapproximately4,600otherpoliticalactioncommittees.InthecaseofPAC's,theyintheoryrepresentagroupofvoterswhoaresupportingthePAC.Thiscreatesaproblemthat:1).NoteveryvoterbelongstoaPACand2)NotallPAC'sarecreatedequal.ThemoremoneythePAChas,themoreinfluencetheyhave.Further,themoreonecontributestoaPAC,themoreinfluencethatpersonhasoverthePAC.Makingthingsworse,theseorganizationshavecontrolovertheotherthreebranchesofour,tongueincheek,government.MostofthesePAC'Sarecontrolledbyasmallgroupofindividualsmakingthedecisions.InadditiontothesePoliticalActionCommittees,ourelectedofficialsspendmuchoftheirtimesolicitingmoneyfromverywealthyindividualsinthefollowingindustries:WallStreet,Banking,Entertainment,Energy,HomeBuilding,Technologyandothers.PoliticsistheonlyindustryIamawareofthatallowsitsemployeestotakeapaidleaveofabsencefromperformingtheirdutiestolookforanotherjob;theirreelection.Iamverypessimistic.Ifwedonotendthiscorruptionthecountrywillcontinueinitsslowdecline....http://lstrn.us/12kXsML4)YourinitialDiscussionpostsareduebyThursdayat11pmETofeachweekoftheclass.CommentsonthepostsoftwoclassmatesareduebySaturdayat11pmET.Latesubmissionswillbepenalized.RubricforgradingWeeklyTopicPostsandresponses.

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Excellent Good Fair PoorThoughtfulness(25%)

Postrepresentsoutstandingthinkingandlogicalreasoning.Thepresentationisopinionatedbutbalancedandfairtoopposingideas.

Postrepresentsgoodthinkingandlogicalreasoning.Thepresentationisopinionatedwithmentionofopposingsides.

Postshowssomeweaknessinthinkingandlogicalreasoning.Itlacksaninformedperspectiveand/orignoresopposingsides.

Missingsignificantsectionsorinformation.

Documentation(25%)

Allfactsinthepostsaredocumentedwithlinkstorelevantsources.Manysourceswereconsultedandeasysources(likeWikipedia)areusedsparingly.

Allfactsinthepostsaredocumentedwithlinkstorelevantsources.Adequatesourceswereconsultedandeasysources(Wikipedia)areusedsparingly.

Mostfactsinthepostaredocumentedbutfewsourcesareused.

Unclearwherefactshavecomefromorfactsorfewsourcesconsulted.

Coherent,clear,persuasive(25%)

Writingisclear,compelling,organized,powerfulandgrammaticallycorrect.

Writingisstraightforward,understandableandavoidsmostgrammarorspellingerrors.

Writinghassignificantproblems

Writingqualityispoor,difficulttoread.

Responsestothepostsofother(25%)

Responsesareengaging,challengethepeerpostwithoutdemeaningit.Responsesshowkeyareasinwhichtheoriginalisflawed,limitedorshort-sighted.

Responsesarerespectfulinchallengingthepeer’spost.Keyareasofdisagreementareidentified.

Responseisopinionatedbutsomewhatlackinginrespect.Responsefailstoclarifythepointofdifferenceorthelimitsoftheoriginalpost.

Responseisopinionatedbutignoresthestrengthsorweaknessesoftheoriginalpost.

TeamIn-ClassPresentationsMostweekswhenwehavealiveclassyouwillbeassignedtoateamwithotherclassmembersandteamswillbegivenanassignment.Theresultsofthisworkwillbepresentedbyoneteammember

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eachweekinourliveclass.Pleaserotatethepresenter.WeeklyassignmentswillbemadeintheAnnouncementstab.SemesterLongProjectYoursemester-longprojectistodevelopasocialmediastrategicplanforapubliclytradedfirmororganization.Yourfocusshouldbeonthemarketingorcommunicationchallengesfacedbythecompany.YoushouldproposethecompanythatyouwillworkontoProf.HughesbySaturday,11pmESTofWeek2oftheclass.Inproposingacompany,besuretoindicatewhyyouhavechosenthatcompany.Youshouldalsobesurethereissufficientpublicinformationavailableonthecompanytodevelopyourplan.Youhaveseveralweekstodothesocialmediastrategicplan.anditwillbebuiltinsections.Yourhomeworkassignmentswilltakeoneachsectionandyourfinalplanwillbecompilingthesesectionstoformyourfinalsocialmediastrategicplan.Youwillfindtheoutlineforthesemesterlongplanonpage115ofthetext,followedbyanexplanationofeachsection.ItwouldbehelpfultoreadChapter6earlyinyourclasswork.Additionalreadingseachweekwilladdinsightandfurtherplandirections.Thepurposeofthissemesterlongassignmentistolayafoundationforyourfutureclassesinourprogram.Again,theformatforyoursocialmediastrategicplancanbeWord,PowerPointoraplatformlikeWordPress.Iamflexiblehere.RUBRICFORGRADINGTHESOCIALMEDIASTRATEGICPLAN Excellent Good Fair Poor No

Credit 72-80

(total)

64-71 56-63 <56 0

Completeness(25%)

SMSPhasmaterialrelatedtoallpartsofthetemplateselected.Sectionsarecomplete.

SMSPhasmaterialrelatedtomostpartsofthetemplateselected.Sectionsaremostlycomplete.

SMSPhassomesectionsthataremissingmaterialrelatedtoallpartsofthetemplateselectedorsomesectionsareincomplete.

Missingsignificantsectionsorinformation.

Quality(25%)

Informationisofoutstandingquality(recent,useful,relevant).

Informationisofgoodquality(recent,useful,relevant).

Informationisofadequatequality(somewhatdated,occasionallynotusefulor

Informationisofpoorquality(dated,notusefulorrelevant).

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relevant).Coherent,clear,persuasive(25%)

Writingisclear,compellingandwithnospellingorgrammarerrors.

Writingisstraightforward,understandableandavoidsmostgrammarorspellingerrors.

Writinghassignificantproblems.

Writingqualityispoor,difficulttoread.

Analysis(25%)

SWOTanalysisisexceptional,andclearlydetailsthecompanyorbrand’sparamountissues

SWOTanalysisisgood,identifiedcompanyorbrand’simportantissues.

SWOTanalysisisfair,identifiesstraightforwardissues.

SWOTanalysisispoor,issuesidentifiedseemunrelatedtotherestoftheSMSP.

UniversityPoliciesUniversityPolicyonAccommodatingStudentswithDisabilities:StudentsrequestingaccommodationfordisabilitiesmustfirstregisterwiththeDeanofStudentsOffice(http://www.dso.ufl.edu/drc/).TheDeanofStudentsOfficewillprovidedocumentationtothestudentwhomustthenprovidethisdocumentationtotheinstructorwhenrequestingaccommodation.Youmustsubmitthisdocumentationpriortosubmittingassignmentsortakingthequizzesorexams.Accommodationsarenotretroactive,therefore,studentsshouldcontacttheofficeassoonaspossibleinthetermforwhichtheyareseekingaccommodations.StudentswithDisabilitieswhomayneedaccommodationsinthisclassareencouragedtonotifytheinstructorandcontacttheDisabilityResourceCenter(DRC)sothatreasonableaccommodationsmaybeimplemented.DRCislocatedinroom001inReidHalloryoucancontactthembyphoneat352-392-8565.Universitycounselingservicesandmentalhealthservices:**Netiquette:CommunicationCourtesy:Allmembersoftheclassareexpectedtofollowrulesofcommoncourtesyinallemailmessages,threadeddiscussionsandchats.http://teach.ufl.edu/wp-content/uploads/2012/08/NetiquetteGuideforOnlineCourses.pdfClassDemeanor:Masteryinthisclassrequirespreparation,passion,andprofessionalism.Studentsareexpected,withintherequirementsallowedbyuniversitypolicy,toattendclass,beontime,andmeetalldeadlines.Workassignedinadvanceofclassshouldbecompletedasdirected.Fullparticipationinonlineandlivediscussions,groupprojects,andsmallgroupactivitiesisexpected.Myroleasinstructoristoidentifycriticalissuesrelatedtothecourse,directyoutoandteachrelevantinformation,assignappropriatelearningactivities,createopportunitiesforassessingyourperformance,andcommunicatetheoutcomesofsuchassessmentsinatimely,informative,andprofessionalway.Feedbackisessentialforyoutohaveconfidencethatyouhavemasteredthe

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materialandformetodeterminethatyouaremeetingallcourserequirements.Atalltimesitisexpectedthatyouwillwelcomeandrespondprofessionallytoassessmentfeedback,thatyouwilltreatyourfellowstudentsandmewithrespect,andthatyouwillcontributetothesuccessoftheclassasbestasyoucan.GettingHelp:ForissueswithtechnicaldifficultiesforE-learninginCanvas,pleasecontacttheUFHelpDeskat:● Learning-support@ufl.edu● (352)392-HELP-selectoption2● https://lss.at.ufl.edu/help.shtml**Anyrequestsformake-upsduetotechnicalissuesMUSTbeaccompaniedbytheticketnumberreceivedfromLSSwhentheproblemwasreportedtothem.Theticketnumberwilldocumentthetimeanddateoftheproblem.YouMUSTe-mailyourinstructorwithin24hoursofthetechnicaldifficultyifyouwishtorequestamake-up.Otherresourcesareavailableathttp://www.distance.ufl.edu/getting-helpfor:CounselingandWellnessresources http://www.counseling.ufl.edu/cwc/Default.aspx352-392-1575• Disabilityresources• Resourcesforhandlingstudentconcernsandcomplaints• LibraryHelpDesksupportShouldyouhaveanycomplaintswithyourexperienceinthiscoursepleasevisithttp://www.distance.ufl.edu/student-complaintstosubmitacomplaint.CourseEvaluation:StudentsinthisclassareparticipatinginanewcourseevaluationsystemcalledGatorEvals.ThenewevaluationsystemisdesignedtobemoreinformativetoinstructorssothatteachingeffectivenessisenhancedandtobemoreseamlesslylinkedtoUF’sCanvase-learningmanagementsystem.StudentscancompletetheirevaluationsthroughtheemailtheyreceivefromGatorEvals,orintheirCanvascoursemenuunderGatorEvals.UniversityPolicyonAcademicMisconduct:AcademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentsshouldbesurethattheyunderstandtheUFStudentHonorCodeathttp://www.dso.ufl.edu/students.phpTheUniversityofFloridaHonorCodewasvotedonandpassedbytheStudentBodyintheSummer1995semester.TheHonorCodereadsasfollows:Preamble:InadoptingthisHonorCode,thestudentsoftheUniversityofFloridarecognizethatacademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentswhoenrollattheUniversitycommittoholdingthemselvesandtheirpeerstothehighstandardofhonorrequiredbytheHonorCode.AnyindividualwhobecomesawareofaviolationoftheHonorCodeisboundbyhonortotakecorrectiveaction.Astudent-runHonorCourtandfacultysupportarecrucialtothesuccessoftheHonorCode.ThequalityofaUniversityofFloridaeducationisdependentuponthecommunityacceptanceandenforcementoftheHonorCode.

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TheHonorCode:“We,themembersoftheUniversityofFloridacommunity,pledgetoholdourselvesandourpeerstothehigheststandardsofhonestyandintegrity.”OnallworksubmittedforcreditbystudentsattheUniversityofFlorida,thefollowingpledgeiseitherrequiredorimplied:"Onmyhonor,Ihaveneithergivennorreceivedunauthorizedaidindoingthisassignment."Formoreinformationaboutacademichonesty,contactStudentJudicialAffairs,P202PeabodyHall,352-392-1261.ACADEMICHONESTYAllgraduatestudentsintheCollegeofJournalismandCommunicationsareexpectedtoconductthemselveswiththehighestdegreeofintegrity.Itisthestudents’responsibilitytoensurethattheyknowandunderstandtherequirementsofeveryassignment.Ataminimum,thisincludesavoidingthefollowing:Plagiarism:Plagiarismoccurswhenanindividualpresentstheideasorexpressionsofanotherashisorherown.Studentsmustalwayscreditothers’ideaswithaccuratecitationsandmustusequotationmarksandcitationswhenpresentingthewordsofothers.Athoroughunderstandingofplagiarismisapreconditionforadmittancetograduatestudiesinthecollege.Cheating:Cheatingoccurswhenastudentcircumventsorignorestherulesthatgovernanacademicassignmentsuchasanexamorclasspaper.Itcanincludeusingnotes,inphysicalorelectronicform,inanexam,submittingtheworkofanotherasone’sown,orreusingapaperastudenthascomposedforoneclassinanotherclass.Ifastudentisnotsureabouttherulesthatgovernanassignment,itisthestudent’sresponsibilitytoaskforclarificationfromhisinstructor.MisrepresentingResearchData:Theintegrityofdatainmasscommunicationresearchisaparamountissueforadvancingknowledgeandthecredibilityofourprofessions.Forthisreasonanyintentional14misrepresentationofdata,ormisrepresentationoftheconditionsorcircumstancesofdatacollection,isconsideredaviolationofacademicintegrity.Misrepresentingdataisaclearviolationoftherulesandrequirementsofacademicintegrityandhonesty.Anyviolationoftheabovestatedconditionsisgroundsforimmediatedismissalfromtheprogramandwillresultinrevocationofthedegreeifthedegreepreviouslyhasbeenawarded.StudentsareexpectedtoadheretotheUniversityofFloridaCodeofConducthttps://www.dso.ufl.edu/sccr/process/student-conduct-honor-codeIfyouhaveadditionalquestions,pleaserefertotheOnlineGraduateProgramStudentHandbookyoureceivedwhenyouwereadmittedintotheProgram.

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_____________________________________________________________________WeeklyCourseWorkandScheduleSummer2019_____________________________________________________________________WEEKONE:CourseintroductionSocialMedia:Anartandascience

• Howsocialmediaischangingadvertisingandcommunicationplanning• Howsocialmediahasevolved• Bridgingscienceandpractice

Read/ViewTextChapter1https://www.businessnewsdaily.com/7832-social-media-for-business.htmlhttps://www.websolutions.com/blog/which-social-media-channels-should-your-business-be-using/https://digitalmarketinginstitute.com/en-us/blog/2017-11-30-which-social-media-platforms-should-you-use-for-your-businessLecturesLecture1https://ufl.zoom.us/recording/share/glDRnj5PFaSW0WxLPZXsVCVK4hrMR8RI1sIXBDXqn7GwIumekTziMwLecture2https://ufl.zoom.us/recording/share/Pq7Qrt11_mq_F4g0pIBGses_s_x1xM4hH7zn62c7wlCwIumekTziMw Discussiontopic

1. Whichsocialmediachannelsdoyouusepersonally?PleaseexplainhowlongyouhavebeenoneachplatformandWHYyouuseeach.

2. Doyouuse/managesocialchannelsforabusiness?Ifso,pleaseexplainhowlongyouhaveusedeachandWHYyouuseeach.

Read,watchlecture:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Posttoyoursocialchannelsusingthetag@UFCJCOnline.Respondtoatleasttwoclassmates:Saturdayby11PMETBrandselectedforSocialMediaPlantobepostedinCanvasbySaturdayat11pmEST.

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_________________________________________________________________WEEKTWO:SocialMediaandtheIntegratedMarketingCommunicationPlan-AnOverview

• TraditionalvsSocialMediaCRMRead/ViewTextChapter2http://multimediamarketing.com/mkc/marketingcommunications/(BesuretowatchtheTedtalkembeddedonthepage.)https://learn.g2crowd.com/integrated-marketing-communicationshttp://home.mch.co.uk/importance-integrated-marketing-communications.shtmlhttp://charltonmarketing.com/how-to-write-a-situation-analysis-the-first-step-of-a-marketing-plan/https://www.thebalancesmb.com/purpose-and-elements-of-a-situational-analysis-2295754WhatisMarketing?https://www.youtube.com/watch?v=EnbHtOAtqRUWhatisMarketingII?(ClassicSteveJobs!)https://www.youtube.com/watch?v=kshIWIc15ygDiscussionTopicReadTheDifferencesBetweenTraditionalCRMandSocialCRMlocatedhere:http://oursocialtimes.com/traditional-crm-vs-social-crm-infographic/ThearticleandinfographicraisesanumberofdifferencesbetweentraditionalmarketingandSocialMediamarketing.Choosetwoofthesedifferencesandexplainhowthesedifferencescouldimpactabrand.Then,pleasecommentontheresponsesofatleasttwoclassmates.Inexpressingyourownopinion,dosocritically(i.e.,findingbothcommonalitiesanddifferences)butalsorespectfullyandthoughtfully.CanvasHomework:Asthefirststepincreatingyoursemesterlongproject,writingasocialmediastrategicplan,usingthepointsfromtheCharltonMarketingreading,develop(bulletpointsarefine)asituationanalysisforyourselectedbrand.Thisarticleprovidesagreatoverviewofyoursemesterlongplandevelopment:https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/SomepointsfortheSituationAnalysis(SA):

• Forthisassignment,onlyuse#’s1,2,3,6,8,14.

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o ThisversionofanSAcanbeconsidered‘SALight’.InlatercoursesyoumaydevelopamorerobustversionoftheSA.

o #’s11through13willbeaddressedduringWeek6whenwelookattheTargetAudience

o For#2,anoverviewoffinancialswillbefine.SeethisexampleforStarbuckshttps://investor.starbucks.com/press-releases/financial-releases/press-release-details/2018/Starbucks-Reports-Record-Q3-Fiscal-2018-Revenues-and-EPS/default.aspx

§ Forthispurpose,asummaryofthebullet-pointssimnilartothoseincludedinthereleasewillbefine.

Read,watchlecturebyTuesday11PMET.Discussionassignmentposted:Thursdayby11PMET.Posttoyoursocialchannelsusingthetag@UFCJCOnlineRespondtoatleasttwoclassmates:Saturdayby11PMET.HomeworkdueSundaynightby11pmEST.EnrollinHootSuiteAcademyforPlatformCertificationandsendconfirmationofregistrationtoProf.Hughesatrjhughes@jou.ufl.edubySundayat11pmEST.WEEKTHREEIndustryRolesDigitalMarketingRead/ViewTextCh4HowtogetyourideastospreadwithSethGodin(video)https://www.youtube.com/watch?v=xBIVlM435Zghttps://blog.hubspot.com/marketing/what-is-digital-marketinghttps://www.forbes.com/sites/jaysondemers/2018/05/04/7-hard-truths-about-social-media-marketing/-651f7c984587https://www.smartinsights.com/digital-marketing-strategy/digital-strategy-development/10-reasons-for-digital-marketing-strategy/https://www.lyfemarketing.com/blog/how-digital-marketing-works/DiscussiontopicPleasereadthesetwoarticles:

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‘Coca-Cola&Content-BasedMarketingStrategy’https://medium.com/touchstorm/coca-cola-content-based-marketing-strategy-ae9d561e46cb‘7Reasonswhysocialmediamarketingisimportantforyourbusiness’https://www.digitaldoughnut.com/articles/2018/february/7-reasons-why-social-media-marketing-is-importantInyourdiscussionthisweek,pleasechoose3ofthe7‘Reasons’fromthesecondarticleandexplainHOWyouthinkthose3pointsfitintoCoke’scontentstrategyplans.Read,watchlectureTuesdayby11PMET.NohomeworkthisweekDiscussionassignmentposted:Thursdayby11PMET.Posttoyoursocialchannelsusingthetag@UFCJCOnlinePostresponsetolecturequestion:Thursdayby11PMEST.Respondtoatleasttwoclassmates:Saturdayby11PMETWEEKFOURStrategicSocialMediaResearchRead/ViewTextCh5https://www.convinceandconvert.com/social-media-measurement/6-unexpected-trends-in-2018-social-media-research/IntroductionandPart1ofthisreport:https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/387591/use-of-social-media-for-research-and-analysis.pdfhttp://resourcecentre.foodrisc.org/social-media-research_35.htmlTheimpactof‘fakenews’andsocialmedia:https://web.stanford.edu/~gentzkow/research/fake-news-trends.pdfhttps://www.socialmediatoday.com/news/research-suggests-that-facebooks-efforts-to-halt-the-spread-of-fake-news-a/540159/Read,watchlecture,completehomework:Tuesdayby11PMET.NoDiscussionassignmentthisweek.Homework:

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Thereisan8part(mostareshort)videoseriesonYouTubefromtheSmallBusinessAdministrationaboutcreatingaSWOTanalysis.Finditat:SBASWOTinstructionalvideosPleaseprepareaSWOTanalysisforyourselectedsemesterlongplanbrand.ThiswillbeasectionofthesituationanalysiswhentheplanelementsareconsolidatedintothefinalplandueinWeek12.______________________________________________________________WEEKFIVE:StrategicPlanningforSocialMediaRead/ViewTextCh6,7AND9https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/https://www.smartinsights.com/social-media-marketing/social-media-strategy/creating-social-media-content-strategy-plan/(Besuretocheckoutsomeofthelinksinthisarticle!)https://www.entrepreneur.com/article/293321HomeworkThisweekyouwilldevelopthegoalsandobjectivesforyoursocialmediastrategicplan.Read:https://sproutsocial.com/insights/social-media-goals/andhttps://blog.hootsuite.com/smart-social-media-goals/ViewthevideosontheCanvasWeek5page.Usingtheinformationinthesearticlesandyourresearch,pleasedevelopSMARTgoalsandobjectivesforyoursemestersocialstrategicplan.Read,watchlecture,completehomework:Tuesdayby11PMET.Nodiscussionpostthisweek.WEEKSIX:AudienceSegmentationandtheTargetAudienceRead/ViewTextCh8ContentIntelligenceepubattachedtoCanvaspage

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ResearchandLocateYourAudienceonSocialMediaHowSocialMediaisChangingtheWorldLecturesonCanvaspageHomeworkThisweekyouwillidentifythetargetaudienceforyoursocialmediastrategicplan.Read:https://sproutsocial.com/insights/new-social-media-demographics/https://sproutsocial.com/insights/social-media-statistics/

Usingtheinformationinthesearticlesandyourresearch,pleaseidentifythetargetaudienceforyoursemester-longsocialstrategicplan.Read,watchlecture:Tuesdayby11PMET.Nodiscussionpoststhisweek.Homeworkdue:Sunday11pmET.WEEKSEVEN:Measuring,Evaluation,Budgeting

• CreatingaContentCalendar• ROIandotherSocialMediaOutcomes

ReadingTextCh.10Articles:Where'stheROIonsocialmediamarketing?PleaseseetheCanvasWeek10pagefortwoOraclePDF’sonSocialMediaROIMeasureSocialMediaROIDelightfullyShortGuidetoSocialMediaROIAlsopleaseseetheSproutSocial2018reportonsocialmediaROIattachedtotheCanvaspage.DiscussiontopicYouaretheBrandManagerforCokeZero.YourVicePresidentdoesnotbelievethatyoucanprovideanROIforthesocialmediaspendinglevelyouarebudgetingforCokeZero.ShewouldpreferyoureallocatefundsputtingmoreinTVadvertising.Pleaseprepareamemotoherrefutingherbelief.Pleaseincludereferencescitedasanappendixforyourmemo.Read,watchlecture:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Posttoyoursocialchannelsusingthetag@UFCJCOnline

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Nohomeworkthisweek.Respondtoatleasttwoclassmates:Saturdayby11PMETWEEKEIGHT:HowSocialMediaisApplied(part1):

• Entertainment• CrisisCommunication• Journalism• Sports

Read/ViewTextCh11https://www.wayup.com/guide/day-life-social-media-manager-look-like/https://socialnomics.net/2017/04/28/how-social-media-has-changed-the-entertainment-experience/https://socialmediaweek.org/blog/2016/09/social-media-transformed-entertainment-marketing/https://prsay.prsa.org/2017/03/09/crisis-communications-social-media-when-it-hits-the-fan/https://www.prnewsonline.com/water-cooler/how-to-integrate-social-media-into-your-crisis-planhttp://www.bizcommunity.com/Article/196/669/176843.htmlhttps://www.scu.edu/illuminate/thought-leaders/kurt-wagner-12/three-major-ways-social-media-is-changing-journalism.htmlhttps://nismonline.org/how-social-media-has-changed-the-world-of-sports-journalism/http://www.netimperative.com/2017/11/growing-impact-social-media-sports/https://www.workinsports.com/blog/sports-jobs-in-focus-becoming-a-sports-social-media-coordinator/Homework:Thisweekyouwilldevelopasocialmediacommunicationauditforyourselectedbrand.Thisisakeycomponentofyoursocialmediastrategicplanyouarebuilding.Thesesitesofferguidanceinthiswork:https://www.bigcommerce.com/ecommerce-answers/what-is-a-social-media-audit-how-to-do-it/https://www.axiapr.com/blog/8-easy-steps-to-perform-a-social-media-audithttp://blogs.brighton.ac.uk/timhanstock/2017/12/01/9-steps-to-conduct-a-social-media-

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marketing-audit-to-benefit-any-type-of-business/Read,watchlecture:Tuesdayby11PMET.Homeworkassignmentposted:Sundayby11PMET.NodiscussionthisweekWEEKNINE:HowSocialMediaisApplied(part2)

• SocialCare• Non-profits• HealthCare• Politics

Read/ViewTextCh12https://www.forbes.com/sites/shephyken/2017/04/22/social-customer-care-is-the-new-marketing/-ed0241c196c6https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/https://sproutsocial.com/insights/nonprofit-social-media-guide/https://donorbox.org/nonprofit-blog/7-nonprofit-social-media-trends-taking-over-2018/https://www.forbes.com/sites/andrewarnold/2018/06/05/can-social-media-have-a-positive-impact-on-global-healthcare/-6ad21e7818a0https://sma.org/social-media-healthcare-by-the-numbers/https://www.pbs.org/video/impact-social-media-politics-ccqy8o/http://www.pewinternet.org/2018/07/11/public-attitudes-toward-political-engagement-on-social-media/Nohomeworkordiscussionpoststhisweek.WEEKTEN:HowSocialMediaisApplied(part3)

• PublicRelations• InternationalPlanning• Employee/EmployerIssues

Read/Viewhttps://www.inc.com/john-boitnott/bhow-social-media-is-now-your-primary-public-rel.html

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https://www.entrepreneur.com/video/296695https://marketingdailyadvisor.blr.com/trends/5-trends-global-marketing-2018/TheCompleteGuidetoGlobalSocialMediaMarketing(epubonCanvaspage.)TerrificExamplesofCompanySocialMediaPolicieshttps://www.hracuity.com/blog/when-you-dont-like-what-your-employees-are-posting-on-social-mediaASampleSocialMediaPolicy(foryouruseinyourprofessionallife)DiscussionYouarethesocialmediamanagerforaFortune500company.Youareseeingpostsfromyouremployeesonvarioussocialmediaplatforms.

1.Howshouldyou,asaleader,dealwithemployeeadvocacyforyourcompanyonsocialplatforms?2.Howshouldyoudealwithemployeesmakingcriticalpostsaboutyourcompanyonsocialmedia?

Read,watchlecture:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Posttoyoursocialchannelsusingthetag@UFCJCOnlineNohomeworkthisweek.Respondtoatleasttwoclassmates:Saturdayby11PMETWEEKELEVEN:AligningtheSocialMediaStrategicPlanwithOrganizationGoalsReadingshttps://www.smartinsights.com/social-media-marketing/social-media-strategy/social-media-marketing-planning-alignment-channels/https://sproutsocial.com/insights/social-media-and-business/http://online.wsj.com/public/resources/documents/sac_report_11_socialmedia_061114.pdfhttp://www.inc.com/jayson-demers/7-social-media-myths-that-cripple-marketing-campaigns.htmlhttps://marketingland.com/align-marketing-org-2018-intelligent-integrated-marketing-campaigns-229614Discussiontopic

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BainandCompanyhaswrittenawhitepaperonputtingSocialMediatoworklocatedhere:http://www.bain.com/publications/articles/putting-social-media-to-work.aspxInthisBainstudy,theauthorssharefivekeyprinciplesindevelopingasuccessfulsocialmediabusinessapproach.Chosetwoofthoseprinciplesandshareanexampleofhowyourchosensemesterlongplanbrandhasmadeuseofthemintheirbrandingefforts.Inyourdiscussion,pleaseaddresswhoyourbrandistargetingwiththeeffort,thechannels(siteslikeFacebookorTwitter),andwhyyouthinkthatchannelwaschosen.Read,watchlecture:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Posttoyoursocialchannelsusingthetag@UFCJCOnlineRespondtoatleasttwoclassmates:Saturdayby11PMETHomeworkReviewyourpreviouselementsofasocialmediastrategicplanyouhavedevelopedoverthesemester.Usingtheoutlineonpage115ofthetext,compileeachsectionintoaroughdraftofyoursocialmediastrategicplan.NOTE:THEROUGHDRAFTWILLBEDUEWEDNESDAYJULY31AT11PMEST.

NOTE:THEFOLLOWINGSECTIONSFROMPAGE115WILLNOTBEAPARTOFTHISASSIGNMENT:

• VisionandMission• EnvironmentalScanAnalysis• ClientorCompanyinFocus• Budget• Calendar

HootsuiteAcademymustbecompletedbytheendofthisweek.PleasepostyourcertificatetoCanvasbySundaynightat11pmEST.WEEKTWELVE:SocialMediaandBrandYouTheImportanceofBrandYouinaDigitalWorldRead/ViewTextCh3TheTomPetersarticlethatstartedBrandYouin1997(!!!)locatedhere:http://www.fastcompany.com/28905/brand-called-youhttp://www.youtube.com/watch?v=qeHtvuTcy70TedTalk;BuildingaPersonalBrand

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UsingSocialMediatoBuildYourPersonalBrandTheUltimateGuidetoPersonalBrandinghttp://www.wsj.com/articles/ignoring-linkedin-is-hurting-your-career-1460482905Whyajobcandidate'spersonalbrandmattersDiscussiontopicReadForbesarticleonBrandYoulocatedhere:http://www.forbes.com/sites/glennllopis/2013/04/08/personal-branding-is-a-leadership-requirement-not-a-self-promotion-campaign/Discusswhetherornotyouagreewiththepremiseofthearticle:“PersonalBrandingisaLeadershipRequirement,notselfpromotion.”Explainwhyyoufeelasyoudo.WhatchannelsshouldoneuseinbuildingastrongonlineBrandYou?WhattypeofinformationshouldbesharedonthosechannelstobuildanonlineBrandYou?Note—noclassmaterepliesduethisweek.HomeworkRefineyourroughdraftintothefinalplan.NOTE:THEFINALPLANWILLBEDUEMONDAYAUGUST5AT11PMEST.HomeworkCreateaPowerPointpresentationversionofyourbrand’ssocialmediastrategicplan.Developyourpresentationasifyouwillbepresentingyourplantotheleadershipteamofyourchosencompany.Pleaseincludespeakernotes.(Note:thisisNOTalivein-classassignment;youwillsimplycreatethePPTandpostitintheAssignmentstab.)PleasepostbyThursday,August8at11pmEST.Read,watchlecturebyTuesday11PMET.