Social Media in Public Relations

About this course: Have you ever wondered why some videos go viral while others flop or how some companies have successfully leveraged Facebook and Twitter to reach out to their customers and clients? How are some companies able to effectively navigate the world of social media and build thriving online communities while others flounder, crash and burn? These questions along with many others concerning the use of, management and effects of social media in today's world will be covered in this course. Embark on a journey into the realm of social media in public relations and explore the dynamics and management of social media and how it has changed public relations. We will examine the impact of digital influence, the relationship between traditional and social media as well as some of the pitfalls in the use of social media. You will also learn how to cultivate and manage relationships in social media, engage the online community, and plan and manage online content. We will also take a look at some ways of to measure and evaluate social media campaigns. Come, join me in this course and take the first step towards an exciting and rewarding career in social media.

Created by:  National University of Singapore

• Taught by:  Tracy Loh, Visiting Fellow

  Department of Communications and New Media

Basic Info Course 4 of 5 in the Public Relations For Digital Media Specialization Commitment 4 weeks, 6-8 hours per week Language English How To Pass Pass all graded assignments to complete the course. User Ratings 4.5 stars Average User Rating 4.5See what learners said 课程作业

每门课程都像是一本互动的教科书，具有预先录制的视频、测验和项目。

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National University of Singapore A leading global university located in Asia, the National University of Singapore (NUS) is Singapore’s flagship university, and offers a global approach to education and research with a focus on Asian perspectives and expertise. Its transformative education includes a broad-based curriculum underscored by multi-disciplinary courses and cross-faculty enrichment.

Syllabus


WEEK 1


Introduction to Social Media in Public Relations



Welcome! In this module, you will get a brief overview of the social media landscape and where and how social media fits into business environment as well as some social media trends. We will then look at the relationship between traditional and social media, in particular, the roles that engagement, interactivity and participation play in public relations. We will end this segment by looking at how social media can be applied in a particular context – that of crisis communication.


7 videos, 2 readings expand

1. Video: Welcome Video
2. 阅读: Pre-course Survey
3. Video: Course Introduction
4. Video: Overview
5. Video: Social Networks, Web 1.0 and 2.0
6. Video: The Fifth P
7. 讨论提示: Points to Ponder - The Fifth P
8. Video: Social media and Crisis Communication – Organisation Point of View
9. Video: Social media and Crisis Communication – Audience Point of View
10. 阅读: Optional Reading Module 1

Graded: Quiz Module 1

WEEK 2


Using Social Media for Engagement and Relationship Management



In the first module, you were introduced to the concepts of interactivity and participation. Now you will learn more about how social media allows you to harness this interactivity and propensity for participation for engagement and relationship management. Some of the topics that we will explore include how to create and engage your audience, how to build relationships and communities and how to take advantage of real time marketing.


10 videos, 1 reading expand

1. Video: Social Media and Engagement
2. Video: Social Media and the Relationship Management Perspective
3. Video: Building Communities
4. Video: Utilising the Power of Social Networks
5. Video: Using Owned Media
6. Video: Using Advertising and Earned Media
7. Video: Having Personalized Conversation
8. 讨论提示: Points to Ponder - Having Personalized Conversation
9. Video: Review and Ratings
10. Video: Digital Urgency and Value Added Apps
11. Video: Real Time Marketing
12. 阅读: Optional Reading Module 2

Graded: Quiz Module 2

WEEK 3


Content Creation and Management



In this third module, we will talk about content creation and management. Here we look at the different forms of content and what makes content go viral. We will also explore the changing nature of media relations as well as how to harness the power of crowdsourcing and the sharing economy.


7 videos, 1 reading expand

1. Video: Importance of Content
2. Video: Types of Content Part 1 - Snackable Content vs. Full Meal Content, Curated Content vs. Created Content, Organic Content vs. Incentivized Content
3. 讨论提示: Is This Ethical?
4. Video: Types of Content Part 2 - Editorial Content vs. Commercial Content
5. Video: Content Value
6. Video: How Ideas Spread
7. Video: Creating Viral Content Part 1 - Social Currency, Triggers, Emotion
8. Video: Creating Viral Content Part 2 - Public, Practical Value, Stories
9. 阅读: Optional Reading Module 3

Graded: Quiz Module 3

WEEK 4


Research and Evaluation



It is vital as we conduct our social media activities that we know what worked well and what did not, as well as what needs to be changed and improved. This brings us to the last module in which we will discuss the different ways that we can evaluate and measure our social media efforts and the factors that we need to be aware of when doing social media evaluations.


5 videos, 2 readings expand

1. Video: Importance of Evaluation
2. Video: Measuring Social Media Part 1 - Different Types of Measurements
3. Video: Measuring Social Media Part 2 - Evaluation Metrics
4. Video: Social Listening
5. Video: Difficulties in Social Media Evaluation
6. 阅读: Optional Reading Module 4
7. 阅读: Post-course Survey

Graded: Social Media Plan