Social Media Branding and Engagement
Duration
- One Semester or equivalent
Contact hours
- 36 hours
On-campus unit delivery combines face-to-face and digital learning.
2023 teaching periods
Hawthorn Higher Ed. Semester 2 |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Aims and objectives
Students who successfully complete this unit will be able to:
1. Undertake and present a critical analysis about the social, cultural and technological aspects of social media cultures of engagement
2. Plan and produce a social media content strategy to branding and engagement in an individual and an organisational context
3. Apply research about specific social media platform analytics and content creation techniques to evaluate branding and engagement practices over time
4. Identify, discuss and implement social media branding and engagement practices according to systematic, rigorous and ethical professional values for online spaces
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
This Unit will involve up to 150 hours of work including:
Type (On-campus) | Hours per week | Number of Weeks | Total |
Face to Face Contact Lecture Tutorial |
1 2 |
8 8 |
8 16 |
Online Contact | N/A | ||
Specified Learning Activities Blended Learning activities Readings Research and discussion of assignment and weekly learning Group work on industry project |
3 4 |
4 12 |
12 48 |
Unspecified Learning Activities Independent study Assignment preparation Response to feedback and revision |
Recommended |
66 | |
TOTAL | 150 hours/12.5cp |
Assessment
Types | Individual or Group task | Weighting | Assesses attainment of these ULOs |
Branding case study analysis | Individual | 30% | 1, 3 |
Organisational branding and engagement strategy | Group | 40% | 2, 3 |
Research presentation | Individual | 30% | 1, 4 |
General skills outcomes
• Communication Skills
• Teamwork skills
• Problem solving skills
• Analysis skills
Content
• Social media platforms 'cultures'
• User engagement and sharing
• Social, cultural and technological aspects of social media engagement
• Differences between branding and engagement practices
• Using audience analytics to build communities around branding and engagement practices
Study resources
- References.
References
Baym, N. K. (2015). Personal connections in the digital age. John Wiley & Sons.
Hargittai, E., & Walejko, G. (2008). The participation divide: Content creation and sharing in the digital age. Information, Community and Society, 11(2), 239-256.
Gillespie, T. (2018). Custodians of the Internet: Platforms, content moderation, and the hidden decisions that shape social media. Yale University Press.
John, N. (2017) The age of sharing. Malden, MA: Polity Press.
Reckwitz, A. (2002). Toward a theory of social practices: A development in culturalist theorizing. European journal of social theory, 5(2), 243-263.
Senft, T. M. (2013). Microcelebrity and the branded self. A companion to new media dynamics, 346-354.