JOUR 347: Social Networks and Media (Davies): Library Guides

Course Objectives and understanding PESO model 

Overview of the course objectives, structure, and expectations. PESO model: Paid, earned, shared, owned 

Overview of how digital tools and social media platforms work together

Social media content, SEO, analytics 

Understanding different types of digital content (text, images, video, multimedia)

Understanding different types of digital content (text, images, video, multimedia)

Look at the Platforms’ Audience Demographics, Content Preferences by Platform 

Engagement metrics (likes, shares, comments) drive the success of social media content. Understanding what engages users can help in crafting effective strategies.

• Understand the fundamental concepts and importance of marketing analytics.
• Identify the tools and techniques used for collecting and analyzing user data.
• Understanding what engages users can help in crafting effective strategies.
• Define and select relevant KPIs to measure the effectiveness of marketing strategies.
• Create a structured reporting framework to effectively communicate marketing analytics findings.
• Utilize marketing analytics to inform and guide strategic decision-making processes.
• Integrate marketing analytics into overall marketing strategies to enhance performance and achieve business objectives.

Online Activism, Social Movements:

• Analysis of online activism campaigns. Case studies of successful social movements mobilized through social media and the impact on society. 
• Fandoms
• Case studies of successful social movements mobilized through social media.
• Challenges and limitations of online activism.

Social media listening involves more than just monitoring mentions and keywords. It's about actively analyzing the conversations around your brand, industry, and competitors. This enables businesses to gather insights about customer sentiments, emerging trends, and market needs, which can inform product development, marketing strategies, and customer service approaches. The insights gained from social media listening should directly influence strategy development across various areas of a business.

The role of influencers in shaping online discourse:

Identity construction and performance in digital spaces

Personal Branding

The integration of shopping features within social media platforms is blurring the lines between e-commerce and social interactions, creating a seamless consumer experience.

Learn about the legal and ethical aspects of user-generated content, including issues of ownership, copyright, and proper attribution.

Study real-world case studies to understand the ethical challenges and dilemmas in social media use, and develop strategies for ethical decision-making in digital interactions.

While social media offers significant benefits in terms of connectivity and information access, it also poses risks to mental health, such as addiction, anxiety, depression, and self-esteem issues. The industry faces increasing scrutiny and pressure to address these issues through better design and policies.

• Exploration of emerging social media platforms 

Future directions and innovations in communications