Social Media & Reputation Management

Overview

Course Description

This course prepares students to manage the social media presence and reputation of an organization. Students will learn about media analysis, evaluation, and selection, as well as how to construct guidelines for organizational social media use and audience engagement. This involves completing a communications audit of an organization’s social media presence, developing audience archetypes, constructing a social media style guide, and planning to deploy the guidelines and strategies developed. Students will learn how to write in multiple different online persona voices and how to protect and defend an organization’s reputation online.

Course Content

Audience Analysis

Demographic traits
Psychographic traits
Behavioural traits
Situational traits
Audience context

Environmental Scanning and Media Analysis

Political, social, religious, economic, intellectual, artistic factors
Social media platforms and technological change
Social media trends and case studies
Dimensions of communications media (synchronous/asynchronous, push/pull, recorded/live, passive/interactive, local/remote, dialogue/dissemination, unidirectional/reciprocal, rich/lean, persistent/ephemeral, oral/written, document/data, ambient/focal, digital/analog, earned/unearned)
Sender-receiver model of communication
Organizational communications (specifically in social media)

Communications Documents and Style

Features and functions of a communications audit report
Features and functions of a social media style guide
Organizational communications guidelines and protocols

Social Media Content, Strategies, and Techniques

Rhetorical aims and contexts
Rhetorical techniques used in social media
Use of unique social media “voices” for organizational accounts
Persuasive writing techniques and copywriting formulas
Social media user behaviour and models for responsive engagement
Use of correct English language fundamentals in social media and planned deviation for rhetorical purposes

Learning Activities

Some or all of the following methods will be used:

Lecture/discussion
Group work
Team-based projects
Individual projects and assignments
Instructor feedback
Presentations
Guest speakers
Individual consultation

Means of Assessment

Assessment will be based on course objectives and will be carried out in accordance with the Douglas College Evaluation Policy. An evaluation schedule is presented at the beginning of the course. This is a graded course.

Students are expected to be self-motivated and to demonstrate professionalism, which includes active participation, qood attendance, punctuality, effective collaboration, the ability to meet deadlines, presentation skills, and accurate self-evaluation.

The following would be an example of how instructors would assess student learning:

Audience archetypes: 10%

Communications audit report: 10%

Social media messaging: 10%

Social media style guide: 30%

Ethical/legal analysis: 5%

Strategic social media plan: 25%

Participation and professionalism: 10%

Learning Outcomes

Upon successful completion of the course, students will be able to:

Assess the performance of an organization's social media program;
Develop an organizational social media communications strategy;
Define organizational protocols and guidelines, including the use of an organizational "voice," for communicating through social media;
Adapt existing organizational communications campaigns/programs to best apply available social media options and engage target audiences;
Develop social media content consistent with a defined strategy and organizational "voice" to appeal to identified target audiences and protect and defend an organization’s reputation.

Textbook Materials

CMNS 3502 will have digital reading modules and other online sources assigned on a week-to-week basis.

Requisites

Prerequisites

Students may enroll in CMNS 3502 with any one of the following pre-requisites:

Acceptance into the Post-Degree Diploma in Professional Communication,
A minimum of 30 credit hours, including one of CMNS 1115: Business Communication, ENGL 1130: Academic Writing, or an equivalent transfer-in course,
One of MARK 4340: Digital Promotions and Social Media, MARK 3235: E-Marketing, or CMNS 3501: Writing for the Web, or
Permission of the Professional Communication program coordinator.

Corequisites

No corequisite courses.

Equivalencies

No equivalent courses.

Course Guidelines

Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester / year of the course, consider the previous version as the applicable version.

September 2023 (Current)

Course Transfers

These are for current course guidelines only. For a full list of archived courses please see https://www.bctransferguide.ca

Institution	Transfer Details for CMNS 3502
There are no applicable transfer credits for this course.

Course Offerings

Winter 2025

CRN

17389

section details
CRN	Days	Instructor	Status	More details
CRN 17389	Thu	Instructor Last Name Schechter Instructor First Name Sam	Course Status Open

Maximum Seats

Currently Enrolled

Remaining Seats:

On Waitlist

Building

Anvil Office Tower

Room

809

Times:

Start Time

18:30

End Time

21:20

Section Notes

CMNS 3502 050 is prioritized for Post-Degree Diploma Professional Communication students. Students may request permission by contacting Maureen Nicholson at nicholsonm@douglascollege.ca. with student number, program, and registration date.