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COMN71-102: Social Media: Risks and Opportunities January 2020 [Intensive]

General information

This subject introduces students to the risks and opportunities afforded to professional communicators by social media. The social and symmantic web disrupt institutions and institutional practice. Consequently, communication professionals in all aspects of the field need to know what social media are emerging, who uses the social media, the tools available to analyse social media communications and the policy and legal implications that arise in their use. Emerging practices, such as participation literacy, are examined in order to drive effective production and consumption of communication in the professions.


Academic unit:Faculty of Society & Design
Subject code:COMN71-102
Subject title:Social Media: Risks and Opportunities
Subject level:Postgraduate
Semester/Year:January 2020
Credit points:10

Delivery & attendance

Delivery mode:


Workload items:
  • Seminar: x1 (Total hours: 18) - 3day workshop
  • Seminar: x1 (Total hours: 18) - 3day workshop
  • Personal Study Hours: x12 (Total hours: 84) - Recommended Study Hours


Prescribed resources:
  • Phillip G. Clampitt (2017). Social Media Strategy. SAGE Publications
  • Christian Fuchs Social Media. 2nd, SAGE Publications
  • Leganto (2019). SMRO Resources. [Curated Subject Reading List] Bond University.
After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
[email protected] & Email:[email protected] is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.

To access these services, log on to the Student Portal from the Bond University website as

Enrolment requirements

Requisites: ?


Restrictions: ?


Assurance of learning

Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.

At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.

Program Learning Outcomes (PLOs)

Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.

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Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:
  1. Apply a system of knowledge and strategic thinking to the analysis of the risks and opportunities associated with social media communications, be competent in the application of participation literacy to opportunities and the legal and policy knowledge to avoid the risks in their professional communications
  2. Demonstrate leadership in professional and intellectual discussions, initiative in undertaking new lines of inquiry and small-group teamwork in preparing content and activities for a group learning and training experience.
  3. Demonstrate high levels of written, interpersonal, oral and public and social media presentation skills consistent with those of advanced professionals.
  4. Demonstrate high levels of personal responsibility, professional ethics and standards of behaviour expected of advanced professionals in the field of communication.


Assessment details

TypeTask%Timing*Outcomes assessed
Communication Plan Personal SM Portfolio 30% Week 7 1, 3.
Analysis SM Analysis 30% Week 10 1, 3, 4.
Communication Plan § SM Strategy 40% Week 12 1, 2, 3, 4.
  • § Indicates group/teamwork-based assessment
  • * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
  • C = Students must reach a level of competency to successfully complete this assessment.

Assessment criteria

High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking.
Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas.
Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above.
Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment.
Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines.

Quality assurance

For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.

Study information

Submission procedures

Students must check the [email protected] subject site for detailed assessment information and submission procedures.

Policy on late submission and extensions

A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.

Policy on plagiarism

University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.

Bond University utilises Originality Reporting software to inform academic integrity.

Feedback on assessment

Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.

Disability support

If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.

Additional subject information

Students are required to have a selection of accounts with, but not limited to, the following social media services. 1.LinkedIn 2.Facebook 3.Twitter 4.Youtube 5.Instagram

Subject curriculum

Social media (SM) are explored in the context of professional practice, social theory, and technical systems. We undertake a social media audit, explore what makes SM "social," discuss the role of big data in SM, learn about SM management tools, discover sources of SM training, discuss intellectual property and freedom of speech issues related to SM and form teams for analysis and strategy assessments.

1, 2.

Social media practice is different for every individual and business. We explore these differences by talking about a social media toolkit with a dedicated focus on blogs and other tools. Our theory focus explores social media as participatory culture and social media as a form of communication power. We begin looking behind the scenes of SM businesses by examining how Facebook, Instagram, Twitter and Google work.

1, 2, 4.

Having spent two days developing a common understanding of SM, we spend today building our SM portfolios in class. Bring your preferred mobile productivity device including either a laptop or tablet computer to work on your SM matrix. Among the activities, we will discuss and do include a common profile image, development of personal SM management tool accounts, formation of a blog, LinkedIn profile, Twitter presence and/or YouTube channel among others.

3, 4.

In this seminar, we extend our knowledge of SM at a personalised professional level to an organisational level by exploring industry applications of SM through case studies. We then discuss the social media power and look at ethics and governance in social media. We also explore how wide-services like Weibo and WeChat function as well as gig-economy service sites like Airbnb and Uber function.

1, 2.

In organisations, SM require leaders who leverage knowledge and strategic thinking in order to ensure benefits for stakeholders. In this seminar, we work in teams to theorise and practice strategic development for a not-for-profit organisation as a method of understanding team-based strategic process for SM. We also Wikipedia as an exemplar of social media and participatory culture in the context of building participation into organisational strategy.

1, 2, 3, 4.

In the final seminar meeting, we focus on developing and producing written analyses and strategies appropriate to SM practice. In doing so, we explore online project management tools that feature characteristics of SM. We better understand reports, white papers, presenting statistical and numeric information and scheduling and promoting SM plans and analyses. We finish the seminar and class meetings by examining the future of SM for the explicit purpose of extracting personal and professional benefit from that future.

1, 2, 3, 4.
Approved on: Nov 8, 2019. Edition: 2.4