Social Media Branding and Engagement
Duration
- One Semester or equivalent
Contact hours
- 24 hours face to face + blended
On-campus unit delivery combines face-to-face and digital learning.
2024 teaching periods
Hawthorn Higher Ed. Semester 2 |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Aims and objectives
This unit introduces students to methods of individual and organisational methods of social media branding and engagement practices. Students will use a critical analysis of social media cultures and their articulation into professional audience engagement practices. Students will also be taught how to create social media content in response to audience analytics and to build communities around engagement practices.
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 Learning Outcomes (ULO)
Students who successfully complete this unit will be able to:
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 and content.
Teaching methods
Hawthorn
Type | Hours per week | Number of Weeks | Total |
Live Online Lecture | 1 | 12 | 12 |
On Campus Class (Tutorial) | 2 | 12 | 24 |
Specified Activities Various | 5 | 12 | 60 |
Unspecified Activities Various | 4.5 | 12 | 54 |
TOTAL | 150 hours |
Assessment
Types | Individual/Group Role | Weighting | Unit Learning Outcomes (ULOs) |
Analysis | Individual | 30% | 1,3 |
Online Assignment | Individual | 30% | 2,3 |
Development of Designed Communications and Strategy Document | Individual | 40% | 2,4 |
Content
- 'Branding' and 'engagement' in a social media context
- 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
- Graduate Attribute – Communication Skills: Communicating using different media
- Graduate Attribute – Teamwork Skills: Collaboration and negotiation
- Graduate Attribute – Digital Literacies: Information literacy
Study resources
- Reading materials.
Reading materials
A list of reading materials and/or required texts will be made available in the Unit Outline.