SYLLABUS LEAD Certificate Program Mastering Digital Media Course Number Semester 3 Non-Credit Hours

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1 SYLLABUS LEAD Certificate Program Mastering Digital Media Course Number Semester 3 Non-Credit Hours Fulfills Effective Communications Strategy Requirement of the SPExS LEAD Program Kimberly Palmer, Adjunct Professor Contact: kimberly.palmer@gmail.com ( or call or schedule a meeting outside of class) Course Description and Overview Social media is more important than ever for building a brand, career and life. This course delves into the latest tools to help participants build meaningful social media accounts to advance both personal and professional goals. By the end of the course, participants will have further developed their online identities while also identifying their goals with each social media platform. This class is a survey course to learn how to use various forms of social media for personal branding goals and organizational purposes. In an ever-increasing digital world, leaders must master social media to spread their messages and enhance their clout. Through this course, students will explore how to use different digital media platforms for different purposes and will begin to answer the following questions. How can I use LinkedIn and Twitter to more effectively demonstrate my expertise? How can I use Pinterest to promote my business or organization? How can I use Tumblr and Instagram to reach younger audiences? How can I use Facebook to build my personal brand? What are the basics of designing a website, including search engine optimization (SEO) and content management systems (CMS)? How does one launch and maintain a blog? Students will create new social media accounts, and/or expand the use of current profiles. Through submitting social media strategy plans, students will receive expert feedback on their short-term and long-term digital media goals. Upon completion of this course, students will feel more comfortable and competent using social media. Course Objectives Through this course, students will: 1

2 Explore personal branding opportunities such as writing blogs, using various social media platforms, and building personal web sites Gain access to a network of digital media experts through guest speakers Differentiate ways to use digital media for personal and organizational purposes Student Learning Outcomes At the conclusion of this course, participants will be able to: Gain an increased knowledge and competency for using Facebook, Twitter, LinkedIn and other social media platforms to expand personal networks and maximize professional outreach Define one s personal brand, as well as short-term and long-term strategies for brand growth Learn communication and marketing strategies for engaging different audiences using various social media platforms Understand the basics of search engine optimization (SEO) Receive feedback on students social media goals and strategies Course Expectations Students are encouraged to bring electronic devices such as laptops, smart phones, or smart tablets to class. Technological Requirements Pre-requisites for this course include comfort with using basic Internet searches and familiarity with electronic devices such as smart phones or smart tablets. One does not yet need to have various social media accounts to join this class. However, even those already using various social media platforms can still learn advanced techniques from this course. Required Texts Fisher Roffer, Robin (2002). Make a Name for Yourself. New York, NY: Crown Business. Schawbel, Dan. (2010). Me 2.0: 4 Steps to Building Your Future. New York, NY: Kaplan Publishing.

3 Assignments Creating accounts for various social media platforms Each week, students will create accounts for the different forms of social media discussed that week. Students who already have established profiles will be challenged to explore new techniques to expand their digital brand. Class Schedule, Assignments, and Readings Week and Topic Assignments Core Readings Week 1: Introduction to Personal Branding Overview of class Social media goals Personal branding strategies HW: Read Make a Name for Yourself, set up a Facebook profile (or make a page if you already have a profile) Make a Name for Yourself Week 2: Facebook Dos and Don t s on Facebook Personal branding exercises HW: Create Twitter account, read Twitter portion of Me 2.0. Facebook Guide Book m/guidebook/face book/ 3

4 Week and Topic Assignments Core Readings Week 3: Twitter Twitter strategies that work High profile mistakes and successes Guest speaker: Alexis Grant of Socialexis HW: Read the rest of Me 2.0 Send at least one Tweet using #ausocialmediaclass hashtag Twitter istro.com/alltwitter/ twitter-101 Week 4: Website Design Overview of CMS options and design options, including About.me and Contently.com SEO basics Pinterest, Tumblr, Instagram and other visual platforms HW: Set up a basic website or expand on the one you have Me 2.0

5 Week and Topic Assignments Core Readings Week 5: Blogging and other forms of social media (YouTube & podcasts) Blogging, Youtube, podcasts, LinkedIn overview Guest speaker: Dan Schawbel, author of Me 2.0 HW: Get at least one endorsement or recommendation on LinkedIn Prepare for Twitter party Getting Started with YouTube e.com/yt/about/get ting-started.html Podcasting 101: A guide to getting started newsoffice/2013/p odcasting-101-aguide-to-gettingstarted.html How to Start a Blog and Get it Right builders.com/howto-start-a-blog/ How To Ask For A LinkedIn Introduction -- And Get One com/sites/nextave nue/2013/07/16/ho w-to-ask-for-alinkedinintroduction-andget-one/ Pinterest Basics st.com/basics/ Instagram m/# Tumblr

6 Week and Topic Assignments Core Readings Week 6: Personal branding review and Twitter party Review of takeaways and progress Personal branding final lessons and next steps Twitter party (everyone needs a computer or mobile device to participate) 10 Twitter Party Tips: m/top-10-tips-fora-tweetworthytwitter-party/ Additional notes: Academic Integrity Code: Standards of academic conduct are set forth in the University s Academic Integrity Code which can be found at It is expected that all assignments will be completed according to the standards set forth in this code. By registering, students have acknowledged awareness of the Academic code and are obliged to become familiar with their rights and responsibilities as defined by the Code. Violations of the Academic Integrity Code will not be treated lightly, and disciplinary action will be taken should such violations occur. Please see me if there are any questions about the academic violations described in the Code in general, or as they relate to particular requirements for this or any other course or work at American University. Disabilities statement: If you qualify for accommodations because of a disability, please notify me in a timely manner with a letter from the Academic Support and Access Center so that we can make arrangements to address your needs. Academic Support and Access Center (x3360, MGC 243) In addition to using the resources available in this department, all students may take advantage of individual academic counseling, skills workshops, tutor referrals, Supplemental Instruction, and writing appointments in the Academic Support and Access Center. Students with Disabilities: If you wish to receive accommodations for a disability, please notify me with a letter from the Academic Support and Access Center. As accommodations are not retroactive, timely notification at the beginning of the semester, if possible, is requested.

7 Counseling Center (x3500, MGC 214) offers counseling and consultations regarding personal concerns, self-help information, and connections to offcampus mental health resources. Writing Center in 228 Battelle-Tompkins offers free, individual coaching sessions to all AU students. In your 45-minute session, a student writing consultant can help you address assignments, understand the conventions of academic writing, and learn how to revise and edit your own work. The Center offers appointments on the hour from 11 a.m. to 9 p.m. Monday through Thursday; 11 a.m. to 4 p.m. Friday, and 3 to 6 p.m. on Sundays. Call to arrange a session. Or for info click here. Center for Diversity & Inclusion is dedicated to enhancing LGBTQ, Multicultural, First Generation, and Women's experiences on campus and to advance AU's commitment to respecting & valuing diversity by serving as a resource and liaison to students, staff, and faculty on issues of equity through education, outreach, and advocacy. It is located on the 2nd floor of Mary Graydon Center: , is cdi@american.edu. AU Emergency Emergency Preparedness In the event of a declared pandemic (influenza or other communicable disease) (or other emergency), American University will implement a plan for meeting the needs of all members of the university community. Should the university be required to close for a period of time, we are committed to ensuring that all aspects of our educational programs will be delivered to our students. These may include altering and extending the duration of the traditional term schedule to complete essential instruction in the traditional format and/or use of distance instructional methods. All faculty members will design alternative means of completing classes. Specific strategies will vary from class to class, depending on the format of the course and the timing of the emergency. I will communicate class-specific information to students via AU and/or Blackboard, while you must inform me immediately of any absence due to illness or emergency. Students are responsible for checking AU regularly and keeping themselves informed of emergencies. In the event of a declared pandemic or other emergency, you should refer to the AU Web site (www. prepared. american.edu) and the AU information line at (202) for general university-wide information. AND contact your faculty and/or respective dean s office for course and school/ college-specific information. 7

8 Please note: This syllabus represents a general plan for the course. The professor reserves the right to adjust the syllabus and schedule, as needed.