Strategic Communication in Social Media

elementary

DRL_W03

DRL_U01

This Course is dedicated to PhD., MA or BA students from UKSW as well as visiting students.

The aim of this course lay in the widening of understanding on how to build a communication strategy of social media for an organization. The focus of the Course will be placed on challenges connected to the new media landscape and the tools organizations have nowadays to further dialogue with their publics.

The course is divided into three topics of analysis. The first 6 sessions will be devoted to the understanding of the social media landscape and its idiosyncrasies. The next 4 sessions focus on the understanding of strategic thinking and the tools that can be used to build a social media strategy. And, finally, the last 5 sessions will function as a

workshop where students will work in groups to build a social media strategy for an organization.

Conservatory English and fluency in reading are required.

Course consist of 30 hour of lecturing (15 sessions) and workshops in the urban settings(15 hours double counted). Together 60 hours.

1 – introduction to the class

- Presentations and overview of the course

- Small discussion of the role of the Internet in our lives 2 – the new media landscape

- Web 2.0

- Characteristics of the new media landscape 3 – Social media 1/2

- Social media and mass media

- Challenges of social media for strategic communications 4 – Social media 2/2

- Best social media practices

- Case studies and discussion of social media campaigns 5 - #live

- Visualization of the documentary #LIVE 6 – discussion in class

- Discussion on the role of social media as conversation platforms for organizations 7 - research tools for social media

- Uses of research tools for strategic communications in social media 8 – strategy for social media ½

- Concept of strategy in social media 9 – strategy for social media 2/2

- Tools of strategic thinking for social media

- Canvas model

- Publics as personas 10 – content planning for social media

- Methodologies for content building and planning in social media 11 – workshop

- group assignment 12 – workshop

- group assignment 13 – workshop

- group assignment 14 – workshop

- group assignment 15 – final presentations

- final presentations of social media campaigns developed by students Readings

Furthermore there are 2 workshop in the urban settings

15 hours (double count).

Coordinators:

P r of e s s or : Nuno da Silva Jorge Instituto Politécnico de Lisboa

Dr Piotr Dejneka UKSW

Mgr Aleksandra Karkowska, coach, educationist, guide at Museum of the History of the Polish Jews POLIN , PhD student at UKSW

1. Museum of the History of the Polish Jews POLIN as an example of strategic communication of thousand years of peaceful coexistence.

2. Strategic communication of the Holocaust. Searching for signs of Warsaw Jews District. Topography as strategic methodology of commemoration

Literature:

Brown, R. and Waddington, S., (2013) Share This Too, Wiley Publishing

Macnamara, J. (2010a), The 21st Century Media (R)evolution: Emergent

Communication Practices

Meerman Scott, D (2007) The New Rules of Marketing & PR: How to Use News

Releases, Blogs, Podcasts, Viral Marketing to Reach Buyers Directly

Levine, R., Locke, C., Searls, D. and Weinberger, D (2000) The Cluetrain Manifesto: the

end of business as usual

Osterwal der, et al ( 2015) , V al u e Pro p o s i ti o n D es i gn : Ho w to C reate Pro d u cts an d

S ervi ces C ustomers Wan t, Jo h n Wi l ey & S o n s

Phillips, D. and Young (2009), Online public Relations: A Practical Guide to Developing

an Online Strategy in the World of Social Media

Waddington, S., et al (2012) Share This, Wiley Publishing

Waddington, S. and Earl, S. (2012), Brand Anarchy: Managing Corporate Reputation Suppor t m ate r ial

#PRSTACK: https://prstack.co/

Documentary #LIVE: https://www.youtube.com/watch?v=0HYDj0xqhuM C our s e T itle : Strategic

exercises:

Helen Fein ,Genocide a Sociological Perspective, Sage Publications , 1993. Chapter 4 Contextual and Comparative Studies I : Ideological Genocides p :51- 78.

Orlando Figes, The Whisperers. Private Life in Stalin’s Russia, Picador 2008, Introduction p:XXVII – XXXVIII, and Afterword and Acknowledgments, p:657 – 665.

DRL_W03 (PhD student owns established knowledge In the field of Humanities)

DRL_U01 (PhD student can use information critically and independently, can perform analysis of various range of data, resources and literature)

Assessment Methodology:

Each subject will be firstly provided as a lecture on the particular Issue, then further discussed in accordance with further readings allocated for presentations and obligatorily written by students.

All required readings are available in The Library of Humanities room 303 at Devaitis Campus New Building in the Folder called: Cultural Communication and the Public Sphere in Contemporary World. Folder will be provided to use in place at student request by the library staff. grade based on triple factorial assessment :

1.Attendance ( up to one absence allowed)

2. Activity (constant assessment based on student activities during the spam of the course and academic knowledge of required readings.)

3 Attendance in the workshops

Conservatory English and fluency in reading are required.

Conservatory English and fluency in reading are required.