Social Media in Strategic Communication(SİY 603)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| SİY 603 | Social Media in Strategic Communication | 2 | 2 | 0 | 0 | 2 | 4 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | Turkish |
| Course Type | Elective |
| Course Level | Masters Degree |
| Course Instructor(s) | Elgiz YILMAZ ALTUNTAŞ elyilmaz@gsu.edu.tr (Email) |
| Assistant | |
| Objective |
Digital transformation can be defined as the use of technology in all processes to keep pace with digital time. Digitalization is evolving towards a new phase where not only individuals, institutions, but also objects and machines are linked. Digital processes increase competition, make prices transparent, take power to the customer and make online reputation important; brands are forced to keep up with the rapid transformation with digital. The concept that is new in the lives of brands and individuals, is defined as “being connected”. One benefit of keeping the individual connected with their brands and content from many devices is the ability to collect and use data. While continuing to convey information about products and services to users who follow or interact with the brand through all digital communication channels, especially social media tools, on the other hand, listening to all the conversations about the brand in all digital channels, joining the brand when necessary, products and services will be taken from these conversations. The aim of this course is to enable students to evaluate the digital data listed above as well as their creative and communication skills. |
| Content |
Week 1. The definition of the digital and social media and the comparison between the use of the traditional and social media in communication strategies Week 2. PR 2.0 concept and creating a digital thinking system Week 3. Digital Transformation and Four Media Types Week 4. Consumer Behaviors in Traditional and Digital Media (customer, consumer, shopper) Week 5. Content management in digital networks Week 6. Role in Big Data and Strategic Communication Applications (Case studies) Week 7. Midterm exam Week 8. Marketing Communication in Social Media (content production, interaction and customer experience, influencer marketing, web tracking and monitoring, brand language) Week 9. Creating a Digital Campaign Strategy (reading insight correctly, determining success criteria, message target, media target, target audience, calendar) Week 10. Invitation of a guest specialist Week 11. New generation methods without gaining insight: artificial intelligence, machine learning and deep learning Week 12. Digital reputation management and crisis management Week 13. Viral public relations and social communities interaction Week 14. Presentation of the homeworks |
| Course Learning Outcomes |
At the end of this course, the student will be able; - to define the concept of digital media; compares the use of digital media with traditional media in strategic communication applications. - to learn the scope of digital transformation. - to define the concept of PR 2.0; discusses the transition from the period when internet content was created only by “content producing organizations” to “individuals producing and sharing content” with real life examples. - to evaluate the four media types as a corporate reputation and corporate communication tool. - can plan to mobilize target audiences with the right content management in social networks. - With personalized and targeted content, it can plan to reach the ultimate and potential audience. - to examine examples of artificial intelligence-based analysis methods to obtain user insight. - to learn the importance of instant content and reputation management in digital channels in crisis communication. - to analyze viral spreading and interprets focus on expressions and keywords used by target audience. - to realize the importance of sending audio, visual content to the target audience via podcasts. |
| Teaching and Learning Methods | To learn the basic theories of communication by analyzing examples of the different communication areas and making comparisons between them. |
| References |
BREAKENRIDGE, Deirdre (2008). PR 2.0: new media, new tools, new audiences, FT Press. DILENSCHNEIDER, Robert L. (2010). The AMA handbook of public relations [electronic resource], AMACOM, NewYork. SCOTT, David Meerman (2010). The new rules of marketing and PR, MediaCat Kitapları: digitalage, Kapital Medya Hizmetleri A.Ş., İstanbul. SOLIS, Brian (2009). Putting the public back in public relations : how social media is reinventing the aging business of PR, Upper Saddle River, N.J. : FT Press. Periodicals: Journal of Public Relations Research Public Relations Quarterly Public Relations Review |
Theory Topics
| Week | Weekly Contents |
|---|---|
| 1 | The definition of the social media and the comparison of the use of the traditional and social media in public relations |
| 2 | Social media and social channel |
| 3 | PR 2.0 and the formulation of the system of digital thought |
| 4 | Blogs and the blogging |
| 5 | The content management in social networks |
| 6 | Forums, wikis and email groups |
| 7 | Midterm exam |
| 8 | Press release and feedbacks of RSS in the social media |
| 9 | The online press office, the pod-casting and the optimization of the search engines |
| 10 | Invitation of a specialist |
| 11 | Viral public relations and the interaction with social groups |
| 12 | New source of brands’ power: individual based examples |
| 13 | The strategic public relations planning in social media |
| 14 | Presentation of the homeworks |
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Contribution of in-term studies to overall grade | 0 | 50 |
| Contribution of final exam to overall grade | 0 | 50 |
| Toplam | 0 | 100 |
In-Term Studies
| Number | Contribution | |
|---|---|---|
| Assignments | 2 | 10 |
| Presentation | 2 | 10 |
| Midterm Examinations (including preparation) | 1 | 25 |
| Project | 0 | 0 |
| Laboratory | 0 | 0 |
| Other Applications | 0 | 0 |
| Quiz | 0 | 0 |
| Term Paper/ Project | 0 | 0 |
| Portfolio Study | 0 | 0 |
| Reports | 0 | 0 |
| Learning Diary | 0 | 0 |
| Thesis/ Project | 0 | 0 |
| Seminar | 0 | 0 |
| Other | 0 | 5 |
| Toplam | 5 | 50 |
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Acknowledge strategic thinking and analytical skills required to solve communication problems. | X | ||||
| 2 | Design, implement and manage specific projects in the field of strategic communication. | X | ||||
| 3 | Acknowldge new communication technologies, crisis and risk communication management, persuasion, efficiency in intercultural communication etc. | X | ||||
| 4 | Implements and promotes the professional code of ethics. | X | ||||
| 5 | Realise the correlations between culture, communication and modifications of the organisations. | X | ||||
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Class Hours | 14 | 2 | 28 |
| Working Hours out of Class | 15 | 2 | 30 |
| Assignments | 2 | 5 | 10 |
| Presentation | 2 | 2 | 4 |
| Midterm Examinations (including preparation) | 1 | 8 | 8 |
| Final Examinations (including preparation) | 1 | 8 | 8 |
| Total Workload | 88 | ||
| Total Workload / 25 | 3,52 | ||
| Credits ECTS | 4 | ||