Course

20801262 Social Media Writing
Course Information
Description
This course explores writing and publishing for new media, especially social platforms. Students compare linear and interactive storytelling, develop skills for interactive publishing and social media communication, develop truth sorting strategies, and use AI and crowdsourcing for research. They create and publish microblogs, video scripting, audio stories, and open-source website to demonstrate their learning.
Total Credits
3
Course Competencies
  1. Determine a communication strategy for a mass media campaign using new media platforms
    Assessment Strategies
    Defining a goal: What are you trying to achieve? (awareness, behavior change, engagement)
    Defining a target audience: Who are you trying to reach?
    Defining a key message: What is the one idea you want audiences to remember?
    Determining and assessing the audience needs
    Reviewing examples of mass media campaigns
    Reviewing available social tools for mass media campaigns
    Creating a campaign proposal
    Articulating a clear message/niche for a mass media campaign using new media platforms
    Distinguishing the strengths/weaknesses of various new media platforms in relation to context
    Planning context- and platform-appropriate text for an original website and blog
    Planning context- and platform-appropriate text for social media
    Criteria
    Plan the integration of multimedia content from various new media platforms into a home website designed to communicate the message of a mass media campaign
    Collaborate via concept feedback during the planning phase of a mass media campaign
    Conduct effective audience analysis
    Express a clear mass communication purpose
    Outline text required to mass-communicate the desired message
    Seek and respond to collaboration and feedback

  2. Create content for a mass media campaign using new media platforms
    Assessment Strategies
    Participating in team activities and class discussions
    Researching available platforms and limitations and opportunities of each platform
    Developing platform-specific content (written, audio, and video products)
    Criteria
    Create text for an original home website for a mass media campaign
    Create text for social media for a mass media campaign
    Create scripts for audio and video pod casting
    Record and edit audio and video podcasts
    Integrate multimedia content into a home  web site
    Produce context- and platform-appropriate text, including narrative, description, interview, news, and analysis, for a variety of new media formats
    Workshop context - and platform-appropriate text, including narrative, description, interview, news, and analysis, for a variety of new media formats
    Revise context- and platform-appropriate text, including narrative, description, interview, news, and analysis, for a variety of new media formats
    Use universally accepted web writing style and conventions (Associated Press style)
    Employ web writing strategies (i.e. inverted pyramid, interactive writing) to convey message
    Employ new media research strategies (e.g. crowd- sourcing) in message creation and revision
    Create both static and dynamic text for the home web site of a mass media campaign
    Publish context- and platform-appropriate text, including narrative, description, interview, news and analysis, for a variety of new media formats

  3. Create microblog posts (platform writing practice)
    Assessment Strategies
    Participating in team activities and class discussions
    Utilizing AI/crowdsourcing research
    Following conventions of concise social media posts
    Integrating hashtags and URLs
    Integrating visual elements
    Learning the constraints of microblog platforms such as character limitations
    Learning the audiences most likely to use the microblog
    Producing an effective microblog post
    Criteria
    Use concise, engaging and active language
    Include hashtags, visuals, and calls to action
    Emphasize timeliness and shareability
    Provide mechanism for engagement
    Use different microblog media platforms for different audiences and purposes
    Employ crowdsourcing and other new media research tools
    Publish and update a Facebook page with message-appropriate links to home web page

  4. Employ the technical tools of new media communication
    Assessment Strategies
    Learning an open-source web hosting platform
    Practicing creating a homepage and building pages/posts for site content
    Reviewing design options appropriate for intended audience
    Creating an infographic to support messaging
    Writing a microblog post
    Writing three to four blog posts using various styles (narrative, persuasive, informative and humor)
    Learning about podcasting and creating a script for a public service announcement
    Creating an infographic using open source online tools
    Using copyright free and open source images and audio resources
    Criteria
    Create and maintain a home website
    Create and maintain a blog tool embedded within a home website
    Create a bio page/post
    Develop a microblog post

  5. Maintain ethical conduct during the planning and execution of a mass media campaign using new media
    Assessment Strategies
    Identifying risks of harm, misrepresentation, or exclusion
    Ensuring vulnerable groups are protected
    Conducting a systematic check of all campaign content for factual accuracy, source credibility, and absence of manipulation
    Using transparency in communications to justify message choices
    Including verifying statistics, claims, and visual
    Identifying when and how AI is used
    Criteria
    Make ethical decision during the conceptual/strategic stage of a mass media campaign
    Distinguish between internal (targeted to known individuals) and mass communication
    Accept the societal responsibility accompanying the creation of mass media messages in a world where the writer has become editor and publisher
    Create content for new media platforms without infringing on the rights of others
    Use social media ethically in the execution of mass media campaigns
    Demonstrate ethical conduct in the role of “gatekeeper” during the publishing of writing/message during a mass media campaign
    Analyze/develop/articulate ethical message and strategy for a mass media campaign using new media platforms
    Develop ethical content for a mass media campaign using new media platforms
    Interact ethically while using new media platforms
    Create a personal ethical code statement for communication via new media platforms

  6. Produce a script for a public service (PSA) announcement
    Assessment Strategies
    Determining the key message
    Determining the target audience
    Researching script writing techniques and examples
    Researching the topic
    Creating a hook (first 3–5 seconds)
    Using a storytelling structure (beginning–middle–end)
    Providing script for visuals + voice (not just text)
    Providing narrative voice and clarity
    Using ethos/emotion
    Providing a call to action
    Citing sources and providing credits
    Scripting a 30 to 60 PSA outlining details for narration, visuals, and audio
    Criteria
    Focus on one idea, one benefit, and one next step
    Keep the script tight and prevent confusion
    Implement emotional/ethos impact
    Use simple, conversational language and concise sentences
    End with a concrete next step (website, hotline, event)

  7. Use online storytelling strategically
    Assessment Strategies
    Implementing linear storytelling
    Writing three to four blogs of various styles (narrative, information, persuasive and humor
    Using interactive storytelling conventions such as audience engagement tools
    Providing Search Engine Optimization in the headline, blog title and content
    Citing sources using parenthetical citation (Associated Press style)
    Using visual elements to provide scanability
    Providing a clear purpose, coherent structure, and audience-focused message
    Using a personal tone for increased author believability
    Establishing relevant credentials
    Completing a final exam

  8. Explore the importance of crowdsource applications in journalism
    Assessment Strategies
    Defining crowdsourcing and tools used to crowdsource online (polls, survey, crowdfunding, etc.)
    Reviewing local media stories and analyzing them for use of crowdsourcing in reporting
    Identifying a story that could benefit from crowdsourcing
    Writing an essay about how a story would benefit from crowdsourcing
    Criteria
    Implement crowdsourcing strategies to improve on a local news story

  9. Explore truth sorting strategies to combat misinformation and disinformation online
    Assessment Strategies
    Exploring examples of fake news
    Exploring truth sorting strategies and tools
    Writing a blog about the use of fake news and misinformation on social media and how to prevent it
    Exploring reputable sources of information and how to spot fake news
    Establishing house rules online and code of ethics for social media use
    Criteria
    Establish criteria for evaluating social media for facts and truth
    Establish methods to confront and avoid fake news dissemination

  10. Grow social engagement
    Assessment Strategies
    Researching best times to post and post length
    Exploring the use of visuals and multimedia
    Reviewing influencer experiences and evaluating what brings them success
    Following what is trending on social media platforms
    Reviewing comments and responding
    Adding a call to action or to leave a comment or share a story in the course blogs
    Criteria
    Be Authentic — Audiences respond to behind the scenes moments, honest stories, and imperfect, human content
    Encourage Interaction — Ask questions, run polls, use “this or that” prompts, or invite opinions
    Create community. Conversations build community; community builds loyalty
    Design content to invite a response (polls, questions, comparisons) consistently outperforms passive content

  11. Produce infographic to provide informative and scannable visual elements for social media use
    Assessment Strategies
    Creating an infographic that supports the social media campaign
    Learning a graphic tool such as CANVA
    Practicing building and creating an infographic
    Criteria
    Deliver value by turning complex information into something people can understand quickly, visually, and memorably
    Simplify complex data or concepts into an easy to grasp visual story
    Attract more attention and interaction than text only posts
    Increase information retention as people remember images far better than written information
    Communicate key points in seconds, ideal for busy audiences

This Outline is under development.