Effective Strategies for Social Media
  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
Section I: Administrative Information
  Total hours: 20.0
Credit Value: 0.0
Credit Value Notes: N/A
Effective: Spring/Summer 2018
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Social Media Writing, Writing for Digital Media
Program Coordinator(s): N/A
Course Leader or Contact: N/A
Version: 20180507_00
Status: Approved (APPR)

Section I Notes: N/A

Section II: Course Details

Detailed Description
The reach and impact of Social Media can be huge, but it can be tricky and backfire easily. Learn the best approaches for specific platforms - Twitter, Facebook, Instagram, Pinterest, Tumblr - or the hottest new social media players. Use aggregators to coordinate your efforts and find multipliers to spread your message in powerful ways. Whether you want to promote your own business, or land that social media manager position, this course can help you master the tools and techniques to succeed. NOTE: This is not an introductory Social Media course. Participants should be familiar with the basic Social Media platforms (Facebook, Twitter, Instagram).

Program Context

Social Media Writing Program Coordinator(s): N/A

Writing for Digital Media Program Coordinator(s): N/A

Course Critical Performance and Learning Outcomes

  Critical Performance:
By the end of this course, students will have demonstrated the ability to create a basic social media strategy that takes into account platforms, the best tool for the audience, managing crises, tools for measuring performance, and legal considerations.
Learning Outcomes:

To achieve the critical performance, students will have demonstrated the ability to:

  1. Describe the role of social media in modern communication.
  2. Create a list of social media platforms and select the best tool for the audience.
  3. Define social media listening and use it effectively for measuring performance.
  4. Recognize the importance of crisis management, troubleshoot a crisis, and identify legal implications.
  5. Calculate the return on investment (ROI) of social media.
  6. Create effective posts (both textual and visual), and devise a content calendar for maximum impact.
  7. Optimize content for search engines.

Evaluation Plan
Students demonstrate their learning in the following ways:

 Assignment #1 - Social Media Plan20.0%
 Assignment #2 - Social Media Content20.0%
 Assignment #3 - Social Media Analysis40.0%
 Online Discussions20.0%

Evaluation Notes and Academic Missed Work Procedure:

Provincial Context
The course meets the following Ministry of Colleges and Universities requirements:


Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) - Office of the Registrar

  • Not Eligible for PLAR

Section III: Topical Outline
Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Instruction Mode: In-class & Online Instruction
Professor: Multiple Professors

Applicable student group(s): Continuing Education Students
Course Details:

Module 1: Introduction to Social Media

  • Definition and history of social media
  • Platforms and creators

Module 2: Creating A Social Strategy

  • Defining social strategy purpose and value
  • Choosing tools

Module 3: Creating Social Content

  • Best practices for specific platforms
  • Visual content
  • Creating a content calendar
  • Leveraging trending topics

Module 4: Social Media Listening

  • Definition and benefits of social listening
  • Strategies for listening and measuring performance

Module 5: Useful Tools

  • Tools for creating, publishing and measuring effectiveness
  • Choosing the best tool for the audience

Module 6: Crisis Management - When Things Go Sideways

  • Crisis Management 101
  • Etiquette, ethics, and legal issues

Module 7: Collecting and Using Data To Inform Your Strategy

  • Social analytic and measurement tools
  • Data collection and analysis
  • Return on investment (ROI)

Sheridan Policies

All Sheridan policies can be viewed on the Sheridan policy website.

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.

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