MC 4326 – Advanced Social Media and Analytics
MC 4326 – Advanced Social Media and Analytics
Instructor: Sara Shields
Course Site: www.social.saramshields.com
Class Location: Old Main 232
Class Hours: T/Th 2:00pm – 3:20pm
Office Location: Old Main 106C
Office Hours: T and W 3:30pm – 4:30pm, W and Th 1:00pm – 2:00pm or appointment
This course will provide students with an advanced understanding of social media, marketing plans and social media analytics. Students will build company and/or journalistic profiles on the top social networks – Facebook, Twitter, Pinterest, YouTube, Instagram and more – to engage with audiences and communities and utilize analytical tools to track success. Prerequisite: Full major status and MC4381 with a grade of C or higher.
Students will gain an advanced understanding of the strategy involved with social media; work with social networks relevant to professional opportunities; and work on projects that demonstrate the intersection of social media, journalism and marketing.
After taking this course, students will be able to:
There is no required textbook for this class. We will use terminology and theory from Jab, Jab, Jab, Right Hook by Gary Vaynerchuk (2013). Other readings will come from popular press and research articles throughout the semester.
In place of a textbook, we will utilize a social media simulator to provide you even more experience with content creation and analytics analysis. You will receive an email from Stukent to purchase its Mimic Social Simulation program for $59.99 and join the class channel.
Please note: For DMI and PR majors, there are designated assignments noted in this syllabus that are required to be uploaded to ePortfolio by the deadline listed on the ePortfolio site.
This course requires students to develop and practice the professionalism required in the mass communication professions. Students are expected to adhere to the following professional guidelines:
I treat this class like a working social media agency. Therefore, you are expected to attend class, participate and complete assignments on deadline. Students who regularly miss class struggle to pass the course, so a few guidelines are in place to help you succeed.
Please be on time for class. We will begin class promptly at 2:00pm. Three (3) tardies will equal one (1) class absence. If you leave once class has started and have not discussed it with your instructor beforehand, you will be counted absent. If you should miss a class, it is your responsibility to get class notes and complete assignments as scheduled.
I have a rewards based attendance policy for this class as follows.
Excused absences are only for life-altering situations. As mentioned above, you can have up to two absences without penalty. Any illness, car trouble or other situation falls into those two, non-penalized absences. You do not have to contact me if you will miss class. In addition, I do not accept doctor’s notes. Requests for excused absences must first be processed through the Dean of Students, athletics or be received via another official university channel.
We will frequently complete graded assignments in class. Missed assignments cannot be made up and will result in a zero. Late work is also not accepted and will result in a zero. Incorrectly submitted work will not be graded.
You should feel comfortable to participate and express opinions and ideas. Please respect the opinions of others and be considerate of their need to contribute and learn. Please do not have private conversations with your neighbors during lecture of when other students are asking questions, etc. Any student who does not adhere to these conduct policies will be asked to leave the classroom. If this behavior is not corrected, the instructor can deduct points from your overall grade. In general, please be respectful of others and help create a fun and beneficial classroom environment.
Because this is a class focused on digital issues, you are encouraged to tweet and/or use smart phones during lectures. However, this privilege comes with responsibility. If phones are being used for personal matters during lectures, this privilege goes away. If you must take an important phone call during class, please step out into the hall. During lecture, students are expected to give their full attention to the instructor or guest speaker.
Please respect the opinions of others and be considerate of their need to contribute and learn. Please do not have private conversations with your neighbors during lecture or when other students are asking questions, etc. Any student who does not adhere to these conduct policies will be asked to leave the classroom. If this behavior is not corrected, the instructor can deduct points from your overall grade. In general, please be respectful of others and help create a fun and beneficial classroom environment.
Grades are available via the TRACS Gradebook. All categories, assignments and weights of grades are visible in Gradebook. Missed assignments will result in a zero. Late work is not accepted and will result in a zero. You can earn up to 1,000 points as part of the combined assignments and exams. Every 10 points represents one point on your overall grade.
There will be a midterm exam and final exam for this course. Each will be worth 150 points. The final exam will mostly consist of material from the second half of the semester.
You will be responsible for several social assignments throughout the semester. These will consist of creating content for Facebook, Twitter, Instagram and other platforms for the client.
Throughout the semester, you will work with a client on developing a social media strategy, producing content and reviewing analytics. At the end of the semester, you will present your work and findings to the client. More information regarding the social media project will be presented throughout the semester. For DMI and PR majors, your cover letter will need to uploaded to ePortfolio in addition to being submitted to the professor.
There will be various in-class assignments throughout the semester. We may also have pop quizzes throughout the semester focusing on tech news, assigned readings and previous class discussions. Missed quizzes cannot be made up.
You will use client data from different social networks to produce three analytics reports throughout the semester. For DMI and PR majors, your final analytics report will need to uploaded to ePortfolio in addition to being submitted to the professor.
You will take part in 10 weeks of the Mimic Social simulation from Stukent. After you create your content, the simulation uses network algorithms to determine the success of your posts and generates a grade based on your performance.
This course will utilize TRACS system for grading, so you must have a Texas State email account. Students will join Slack to upload many of the assignments done in the course.
I urge students to visit with me during my office hours. I am here to assist you and want to help my students succeed. If my office hours conflict with your work or school schedule, please contact me to make an appointment for another time. I can also be reached by email at email@example.com
This class may utilize the School of Journalism and Mass Communication Equipment Checkout Room. Use of equipment is a privilege earned through your respect of and cooperation with the checkout rules. If you are late returning a camera to the Equipment Checkout Room, you lose all checkout privileges. In addition, a return that is two days late may result in up to a letter deduction on your grade. If equipment is kept five days past the due date, it is considered stolen.
Effective January 2, 2020, state law (SB 212) requires all university employees, acting in the course and scope of employment, who witness or receive information concerning an incident of sexual misconduct involving an enrolled student or employee to report all relevant information known about the incident to the university’s Title IX Coordinator or Deputy Title IX coordinator. According to SB 212, employees who knowingly fail to report or knowingly file a false report shall be terminated in accordance with university policy and Texas State University System (TSUS) Rules and Regulations.
The School of Journalism and Mass Communication commits itself to the preparation of ethical mass media professionals and scholars. Such a mission demands the highest standard of academic honesty and integrity. Violations of academic honesty, including but not limited to plagiarism, unauthorized collaboration, collusion, deception, conflict of interest and theft are not tolerated and can lead to severe penalties. Disciplinary actions are outlined in the Texas State Academic Honesty Statement, printed each year in the Texas State Student Handbook.
You can read the Code of Student Conduct and The Honor Code here: https://policies.txstate.edu/university-policies/07-10-01.html
Falsifying sources or other information and copying material without proper attribution are acts of academic dishonesty that will not be tolerated in this class. They will result in a failing grade on an assignment and potentially a failing grade in the course
Texas State University seeks to provide reasonable accommodations for all qualified individuals with disabilities. This university will adhere to all applicable federal, state, and local laws. Students with disabilities who need special accommodations should contact the Office of Disability Services (ODS) at (512) 245-3451, and register with that office. ODS is located in Suite 5-5.1 at the LBJ Student Center. If you are a student with a disability certified by ODS and you require accommodations in this class, it is your responsibility to notify the professor no later than the fifth class day of this semester so that accommodations can be discussed and promptly provided.
Pay attention to the course drop dates on the University Registrar’s academic schedule. You can find the dates on the Registrar’s website on the Texas State home page.