General Information
Social Media Tactics provides students with a strong foundation in the use of social media as a strategic public relations tool. It incorporates a solid theoretical framework as well as a hands-on approach to creating social media channels and messaging. This practical component of the subject is underpinned with applied theoretical knowledge which informs the strategic use of Twitter, YouTube, Facebook, Wikipedia and other social media. Theories such as social determinism, the hive mind, social network theory, social learning theory, audience analysis and the like, will inform the construction of social media strategies and tactics. This subject embodies experiential learning: students learn by doing, are informed by theory and policy, and reflect on social media use in comparison to best practice.
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Details
Academic unit: Faculty of Society & Design Subject code: PUBR12-100 Subject title: Social Media Tactics Subject level: Undergraduate Semester/Year: May 2019 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Computer Lab: x12 (Total hours: 12) - Laboratory
- Lecture: x12 (Total hours: 24) - Weekly Lecture
Attendance and learning activities: Each week, in lectures and tutorials, students will participate in multiple theoretical and practical activities based around the weekly topics. Students will develop their knowledge for assessment pieces through this activity. Punctual and prepared attendance at ALL classes is expected. Groups find it difficult to function when members are absent from class sessions in which relevant issues are discussed and time for group work is allocated. Prepared attendance, that is having all assigned readings completed and scanning media for topical examples before each weekly lecture is needed for understanding lecture material, participating in group activities and peer review. -
Resources
Prescribed resources: No Prescribed resources.
After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.iLearn@Bond & Email: iLearn@Bond 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 www.bond.edu.au
| Academic unit: | Faculty of Society & Design |
|---|---|
| Subject code: | PUBR12-100 |
| Subject title: | Social Media Tactics |
| Subject level: | Undergraduate |
| Semester/Year: | May 2019 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| Attendance and learning activities: | Each week, in lectures and tutorials, students will participate in multiple theoretical and practical activities based around the weekly topics. Students will develop their knowledge for assessment pieces through this activity. Punctual and prepared attendance at ALL classes is expected. Groups find it difficult to function when members are absent from class sessions in which relevant issues are discussed and time for group work is allocated. Prepared attendance, that is having all assigned readings completed and scanning media for topical examples before each weekly lecture is needed for understanding lecture material, participating in group activities and peer review. |
| Prescribed resources: | No Prescribed resources. After enrolment, students can check the Books and Tools area in iLearn for the full Resource List. |
|---|---|
| iLearn@Bond & Email: | iLearn@Bond 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 www.bond.edu.au |
Enrolment requirements
| Requisites: |
Nil |
|---|---|
| Assumed knowledge: |
Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.
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| Restrictions: |
Nil |
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.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Analyse, produce, manage and evaluate social media communication.
- Apply theoretical knowledge in a practical context.
- Apply skills gained from practical experience in the topic.
- Develop and implement selected social media tactics.
Generative Artificial Intelligence in Assessment
The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.
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Assessment details
Type Task % Timing* Outcomes assessed Creative Piece Students will write two blogs of 250 - 350 words due in weeks 4 and 9 (Individual) 20.00% Week 4 1,2,3,4 *Mixed Media Assignment Students will evaluate and critically analyse a current social media site 40.00% Week 8 1,2,3,4 Creative Project§ Creative social media project including video; plus recommendation paper (Group) 40.00% 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.
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Assessment criteria
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.
| Type | Task | % | Timing* | Outcomes assessed |
|---|---|---|---|---|
| Creative Piece | Students will write two blogs of 250 - 350 words due in weeks 4 and 9 (Individual) | 20.00% | Week 4 | 1,2,3,4 |
| *Mixed Media Assignment | Students will evaluate and critically analyse a current social media site | 40.00% | Week 8 | 1,2,3,4 |
| Creative Project§ | Creative social media project including video; plus recommendation paper (Group) | 40.00% | 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 iLearn@Bond 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.
Academic Integrity
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.
Accessibility and Inclusion 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
Subject curriculum
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Week 1 - Introduction and critical overview
Welcome to class and an introduction to theories that underpin social media networks, plus a critical analysis.
SLOs included
- Analyse, produce, manage and evaluate social media communication.
- Apply theoretical knowledge in a practical context.
- Apply skills gained from practical experience in the topic.
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Week 2 - Rules and Tools
Introduction to metrics, listening, and understanding audiences.
SLOs included
- Analyse, produce, manage and evaluate social media communication.
- Apply theoretical knowledge in a practical context.
- Apply skills gained from practical experience in the topic.
- Develop and implement selected social media tactics.
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Week 3 - Blogs
Blogging for professional purposes, setting up your own blog, and starting work on assessment.
SLOs included
- Analyse, produce, manage and evaluate social media communication.
- Apply theoretical knowledge in a practical context.
- Apply skills gained from practical experience in the topic.
- Develop and implement selected social media tactics.
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Week 4 - Facebook
Understanding and using Facebook for reputation building, audience engagement, and in professional settings.
SLOs included
- Analyse, produce, manage and evaluate social media communication.
- Apply theoretical knowledge in a practical context.
- Apply skills gained from practical experience in the topic.
- Develop and implement selected social media tactics.
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Week 5 - Instagram
Connecting with growing Instagram audiences; understanding and using this platform to build reputation and engagement.
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Week 6 - YouTube
Understanding and using YouTube, and video content, for engagement and professional use. Building audiences through content creation.
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Week 7 - Twitter
Engaging with the public space, news gathering, and tweeting for influence.
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Week 8 - LinkedIn
Using the 'professional' social network for brand and image building.
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Week 9 - Snapchat, Pintrest, Reddit, others
More social media platforms and how to use strategically.
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Week 10 - Policies, and influencers
Looking at, and engaging, with policies that drive social media in the workplace, and their application in the wider world.
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Week 11 - Social media and crisis communication
Using social media in external and internal crises, and impact on reactive crisis communication; when social media cause issues and crises.
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Week 12 - Video presentations and subject recap
Students pitch their completed YouTube video project to the class, and revise learning ahead of group project submission.
SLOs included
- Analyse, produce, manage and evaluate social media communication.
- Apply theoretical knowledge in a practical context.
- Apply skills gained from practical experience in the topic.
- Develop and implement selected social media tactics.