Welcome to Social Media!

Course Description:

Social media, which includes Facebook, Twitter, Second Life, YouTube and blogging, among others, has significantly changed the public relations industry. It is no longer acceptable for organizations not to engage with their customers or audiences through various social media platforms. But social media is not just another tool to add to a campaign checklist; it is a dynamic communication channel that has the power to transform the communication strategy of any organization or institution.  Organizations need to think strategically about what platforms are the best way for them to communicate to their target audiences.  These target audiences in turn have high expectations on how companies interact them with through social media.  They expect the communication to be authentic and honest as well as provide a forum for open and candid two-way communication.

This course will explore the ever-changing world of social media and its impact on the public relations profession. It will focus on understanding how organizations, including corporations, nonprofits and the government, use various social media tools. Search engine marketing, mobile communications, and viral campaigns also will be examined. A key question we will ask is whether social media has changed the way communication strategists approach their work and in what way. The course will feature case studies, hands-on use of social media tools, and experts in social media from various fields.