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README.Rmd

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 title: ""
-runningheader: "" # only for pdf output
+runningheader: "COMM 8021 Integrated Social Media" # only for pdf output
 subtitle: "" # only for html output
 author: "Martin Roberts"
 date: "`r Sys.Date()`"
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-# COMM 8021 INTEGRATED SOCIAL MEDIA
+## COMM 8021 INTEGRATED SOCIAL MEDIA
 
 Fitchburg State University  
 Communications Media Department  
-MS, Applied Communication, Social Media Concentration  
-GCE Online-Accelerated  
+MS in Applied Communication: Social Media Concentration  
 
-7 weeks, Monday 16 May – Monday 4 July 2022  
+Schedule: Monday 16 May – Monday 4 July 2022  
 Instructor: Dr. Martin Roberts  
-Email: [mrober40@fitchburgstate.edu](mailto:mrober40@fitchburgstate.edu)  
+Contact: [email](mailto:mrober40@fitchburgstate.edu)    
+
+*** 
 
 ***  
 
@@ -42,20 +43,21 @@ By the end of the course, students should have acquired the following skills:
 - Create entry-level and intermediate social media strategies for outreach and content generation  
 - Participate in group discussion to break down advanced readings and apply them to practical problems  
 - Produce theory-based documentation in individual and group-based projects for social media  
-- Speculate in an informed way about the future of social media and applied social media practices by drawing both on reading assignments and extracurricular activities as a basis for further understanding of social media affordances  
+- Speculate in an informed way about the future of social media and applied social media practices by drawing both on reading assignments and extracurricular activities as a basis for further understanding of social media affordances 
+
 ***
 
 ## COURSE READINGS
 
-### REQUIRED TEXTS
+## REQUIRED TEXTS
 
 Frick, T., & Eyler-Werve, K. (2015). _Return on engagement: Content strategy and web design techniques for digital marketing_. 2nd Edition. Taylor & Francis, New York.
 
 Jenkins, H., Ford, S., & Green, J. (2013). _Spreadable media: Creating value and meaning in a networked culture_. New York University Press, New York.
 
-### OTHER READINGS
+## OTHER SOURCES
 
-Via Blackboard - please download zip file containing PDFs.
+Via Blackboard - please download zip file with these PDFs.
 
 Jenkins, H., “Quentin Tarantino’s _Star Wars_? Grassroots Creativity Meets the Media Industry,” in _Convergence Culture_.  
 
@@ -65,57 +67,57 @@ Peterson, R, & Anand, N. (2004). "The Production of Culture Perspective." _Annua
 
 ***
 
-## WEEKLY SCHEDULE
+## READING SCHEDULE
 
 _The schedule below is provisional. Any updates will be posted on Blackboard on the Announcements page, so be sure to check this at least several times each week._
 
 ***
 
-### WEEK 1
+## Week 1
 
 - Marwick, “Online Identity”    
 - Jenkins Ford, & Green, _Spreadable Media_, ch. 1: “Where Web 2.0 Went Wrong”   
 - Frick & Eyler-Werve, _Return on Engagement_, ch. 1: “Digital Marketing Strategy Basics”  
 
 ***
 
-### WEEK 2
+## Week 2
 
 - Frick & Eyler-Werve, _Return on Engagement_, ch. 2: “Content Strategy”  
 - Jenkins, “Quentin Tarantino’s _Star Wars_? Grassroots Creativity Meets the Media Industry”   
 - Peterson & Anand, “The Production of Culture Perspective”  
 
 ***
 
-### WEEK 3
+## Week 3
 
 - Frick & Eyler-Werve, _Return on Engagement_, chs. 3-4: “SEO and Content Strategy”; “Design Strategy: An Integrated Approach” 
 - Jenkins Ford, & Green, _Spreadable Media_, ch. 2: “Reappraising the Residual”
 
 ***
 
-### WEEK 4
+## Week 4
 
 - Frick & Eyler-Werve, _Return on Engagement_, ch. 5: “Measurement Strategy”  
 - Jenkins Ford, & Green, _Spreadable Media_, ch. 3: “The Value of Media Engagement”
 
 ***
 
-### WEEK 5
+## Week 5
 
 - Frick & Eyler-Werve, _Return on Engagement_, ch. 6: “Writing for the Web”  
 - Jenkins Ford, & Green, _Spreadable Media_, ch. 4: “What Constitutes Meaningful Participation?”
 
 ***
 
-### WEEK 6
+## Week 6
 
 - Frick & Eyler-Werve, _Return on Engagement_, chs. 7-8: “Producing Web Video”;“Content and Social Networks”  
 - Jenkins Ford, & Green, _Spreadable Media_, ch. 5: “Designing for Spreadability”  
 
 ***
 
-### WEEK 7
+## Week 7
 
 - Jenkins Ford, & Green, _Spreadable Media_, ch. 6: “Courting Supporters for Independent Media”   
 - Frick & Eyler-Werve, _Return on Engagement_, chs. 9-10: “Creating Usable Designs”; “Climate Ride’s Pedal Power”  
@@ -124,35 +126,38 @@ _The schedule below is provisional. Any updates will be posted on Blackboard on
 
 ## COURSE FORMAT
 
-The course’s primary platform will be the Blackboard Learning Management System (LMS), which will be used for the syllabus, reading assignments, lectures, discussion forums, written assignments, and messaging. These materials may be accessed either via a desktop or laptop computer or via a smartphone or other networked device. Since the course is conducted entirely online, all students are expected to have a smartphone with internet access and at least several accounts on major social media platforms such as Facebook, Instagram, Twitter, Tumblr, Discord, and/or TikTok.
+The course’s primary platform will be the Blackboard Learning Management System (LMS), which will be used for the syllabus, reading assignments, lectures, discussion forums, written assignments, and messaging. These materials may be accessed either via a desktop or laptop computer or via a smartphone or other networked device. Since the course is conducted entirely online, students are expected to have a smartphone with internet access and at least several accounts on major social media platforms such as Facebook, Instagram, Twitter, Tumblr, Discord, and/or TikTok.
 
-In addition to Blackboard, we will also be using other communication tools and platforms, including Internet Relay Chat (IRC), RSS feeds, and/or social bookmarking sites. Please note, however, that although we will be referencing commercial social media platforms throughout the course, we will not be using them as components of the course itself.
+In addition to Blackboard, we will also be using other communication tools and platforms, including Internet Relay Chat (IRC), RSS feeds, and/or social bookmarking sites. Please note, however, that although we will be referencing commercial social media platforms we will not be using them as components of the course itself.
 
 ***
 
 ## ASSIGNMENTS
 
-150 total points for discussion board participation 
+### Discussion Forums (25%)
 
-– due every Friday by the end of the day
+When due: every Friday by the end of the day
 
 You will craft discussion questions prompted by your understanding of the course materials, as well as leading us into a greater understanding and application of the work. You should type up these questions. Grading will be based on comprehension of these materials, successful and creative application of the work, and the quality of the questions and discussion generated by your work. Write at least one discussion question illustrating your knowledge of the material, and comment on your classmates’ materials too. Note: the best questions will summarize the readings at the beginning and then ask smart questions. This way you will make sure you are providing a cover of all applicable material for these writers.
 
-### CONTENT FRAMEWORK: GOALS & PLAN
-(100 points): Week Three
+### Content Framework: Goals & Plan (20%)
 
-In the assigned content framework format, your task is to come up with a content strategy for your desired account and platform. Grading will be based on the comprehensive utilization of readings and social media planning. Complete the assigned forms and discuss your plans for me for Week Two, with the final version due in Week Three.
+Using the content framework format described in chapter 1 of the _Return on Engagement textbook_ as a guide, develop a content strategy for an account or platform of your choice. Grading will be based on  utilization of readings and social media planning. Complete the assigned forms and discuss your plans with me during Week Two, with the final version due by the end of Week Three.
 
 Part One: Due in Week Two  
 Part Two (Write-up): Due in Week Three  
-Research Paper (150 points): Due in Week Five  
+
+### Research Paper (25%)
+
+Due in Week Five  
 
 Required length: 2-4,000 words, excluding bibliography page in APA citation format (which should also be used for in-text citations).
 
 Using the concept of convergence as described by Jenkins et al., describe a business that has successfully incorporated social media into their business plan. (NB: you may not use any of the actual businesses or organizations cited in Jenkins’s book; use more current organizations.) Use at least 2-3 different sources from in-class readings and out-of-class materials to support your claims. What are the reasons that this business has survived in the ever-changing media environment? Describe the production of culture for this company or organization, and explain how it has translated into 21st century values. You should also use other applicable theoretical lenses to explain how this business has moved forward, and I will be happy to hold one-on-one conferences to discuss ideas for case studies.
 
-### FINAL PROJECT
-200 points – Due Monday 4 July on Blackboard
+### Final Project (30%)
+
+Due Monday 4 July
 
 3,000 – 4,500 words, excluding references (APA citation style, in-text and separate reference page). Develop a strategy for integrating social media into your own work, either as an individual or for the company that you work for. This strategy should explicitly try to connect theory with  practice. What reading assignments support the decisions you make? What theoretical concepts are you bringing into your work as a result of the choices you make, and how will that affect your potential friends, followers, and customers in both the online and embodied world? What is the production of culture as you see it playing out in your choices? How have each of your assignments helped you reach this point where you are ready to apply a theoretical lens to a practical decision or set of decisions? What practical lessons are you using with the Frick & Eyler-Werve text? By explaining how your work reflects your knowledge, you are displaying your portfolio to an employer and making a practical connection between theory and application. This project is the culmination of all your knowledge in this area, so make sure it is truly representative of your final output.