| Course description: | The ubiquitous presence of social media (SM) platforms has changed the ways organizations produce and circulate messages. Organizations like non-profit, transnational media firms, activist organizations, corporations, and small- to medium-sized businesses are grappling with challenges to reconceptualize strategies around branding and strategic communication. At the heart of such re-conceptualization is four key concepts: a) participatory culture; b) transmedia branding; c) spreadable media; and d) crowdsourcing. This course builds on these key concepts and explores strategic social media theories and research to help students understand digital branding, engagement, content marketing, viral messages, and conversations with stakeholders and key audiences. Strategic use of advertising, marketing, and customer relations are also examined. (Odd S) |
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