schedule – after Spring Break

The schedule for Spring 2017 is as follows. Due to the nature of the subject-matter, required texts and videos are subject to change.

ORGANIZATIONAL: marketing, PR & crisis management (cont.)

Week 10 • crisis management • Mar. 20 – Mar. 26

crisisRead/view –

  1. Wikipedia “Crisis management” [1st three paragraphs only for overview of general topic] (2016) wiki
  2. Business Horizons “Managing social media crises with your customers: The good, the bad, and the ugly” (2015) abstract
  3. CNN “Lanny Davis talks crisis management and Malaysia Airlines” 4:51M (2014) video
  4. Social Media Explorer “How Southwest Airlines Used Social Media to Mitigate a Crisis” (2016) article
  5. Simplifying “Crisis communications lessons from Brussels attacks – what can airlines learn?” (2016) article
  6. PR News For Smart Communicators “Delta, We Thank You and Your Competitors for the Crisis Management Test Cases” (2016) article
  7. Any one of the scholarly articles published since 2013 about the role of social media in crisis management (post link and comment in your reading response)
  8. NYTimes “Brands Start Planning for Unexpected Criticism by Trump” (2016) article
  9. KLM Royal Dutch Airlines “For one week we helped every traveler in need” [slightly off-topic, but interesting!] (2014) video

Post reading response 9 (by Mon. 11:59p)

Attend class – discuss readings, have guest speaker

Submit Blog #7 (by Sun. 11:59p) – Identify a news story (by clicking here, if you’d like) that describes a company or organization in “crisis” within the last week due to a social media blunder by an employee or customer, a bad customer experience, or some other issue. Based on the readings above, imagine you lead the crisis management team and must come up with a quick response. Post the initial Tweet and/or Facebook post in our course Facebook Group and write a brief post to our blog explaining your scenario and why/how your response would effectively mitigate damage to your company. Include a screenshot or link to the post if necessary. Add a category to your post: Blog #7.

Week 11 • developing a strategy • Mar. 27 – Apr. 2

cat-reading-the-art-of-military-strategyRead/view –

  1. Kawasaki and Fitzpatrick The Art of Social Media, p. 130 – 182 (2014) book
  2. Hootsuite Social Media Strategy Sample (2016) strategy

Attend class – discuss readings, work on social media strategy assignment

Submit social media strategy (by [extended to] Mon., April 3, 11:59)

SOCIETY: movements & media

Week 12 • influence of political posting • Apr. 3 – Apr. 9


  1. The Atlantic’s “This Article Won’t Change Your Mind: The facts on why facts alone can’t fight false beliefs” (2017) article
  2. PeerJ “Measuring online social bubbles” [abstract only] (2015) scholarship
  3. Any relevant article on OSoMe’s press links page (describe by title, publication, and year in reading response)
  4. NYTimes “The Alt-Right Majority: How Social Networks Empowered Mass Protests Against Trump” (2017) article
  5. A post from a politician, other than Trump, that you find significant (include screenshot in reading response)
  6. All the news you can digest from the last week related to political tweeting and other activity on social media – seriously, catch up on it for this class
  7. Center for Digital Education’s “How to Create the Perfect Public Service Announcement” (2010) article (no need to include in reading response)

Post reading response #10 (by Mon., April 3, 11:59p)

Attend class: discuss readings and the news, review instructions for digital artifact assignment

Submit Blog #8 (by Sun., April 9, 11:59p)  – Write a proposal for your digital artifact assignment. Discuss your topic, medium, message, challenges, and group members for this project. Be specific and use concrete detail. Write at least 400 words. Include links to organizations and resources where appropriate. Only one post per group is necessary, but make sure everyone’s name is clearly list at the top of the post. Add a category to your post: Blog #8.

Week 13 • engagement for social activism • Apr. 10 – Apr. 16

NO CLASS MEETING – PCA/ACA CONFERENCE – Meet with group/partner to work on digital artifact project


  1. Small’s “The Meaning of a Social Movement” (1897) book excerpt, pages 340-342 only – have patience with this one! History provides context for today’s issues.
  2. TEDTalk “Online social change: easy to organize, hard to win” (2014) (16:12M) video
  3. Wired “How Livestreaming is Transforming Activism Around the World” (2017)(6:01M) video
  4. Journal of Computer-Mediated Communication “Social Media and Symbolic Action: Exploring Participation in the Facebook Red Equal Sign Profile Picture Campaign” (2014) abstract
  5. Public Relations Review “Online activists vs. Kraft foods: A case of social media hijacking” (2015) abstract
  6. The 2016 winners of the Shorty Social Good Awards for PSAs used on social media (2016) videos/article
  7. My notes on “Virtually blue: A roundtable on ocean-related environmental awareness in the digital age” being presented this very week at the PCA/ACA Conference in San Diego
  8. Your own credible sources about the ALS Ice Bucket Challenge, Kony 2012, BlackLivesMatter or other social causes that inspired notable social media campaigns – include discussion in reading response

Post reading response #11 (by Mon., April 10, 11:59p)

Image result for comet pizza fakeWeek 14 • impact of fake news • Apr. 17 – Apr. 23


  1. TEDEx Talk “How false news can spread” (2015) (3:42M) video
  2. Wired “How Photos Fuel the Spread of Fake News” (2016) article
  3. NYTimes “How to Destroy the Business Model of Breitbart and Fake News” (2017) article
  4. Depends on the news … TBA

Post reading response #12 (by Mon., April 17, 11:59p)

Attend class: discuss readings, work on digital artifact

Submit digital artifact (by Sun., EXTENDED TO Monday, April 24, 11:59p)

META: what it memes

Week 15 • what it means • Apr. 24 – Apr. 27

Attend class: View digital artifacts, celebrate dustsceawung

Submit Blog #9 (by Thur., April 27, 11:59p) – Write a post describing what you learned this semester about social media as it relates to popular culture, politics, news, psychology, behaviors, relationships, yourself, or anything else. State your top two or more favorite texts/videos and why, the activity that ended up to be most surprising to you, and how you feel you can use your social media knowledge and insight for your career or personal life. Feel free to use visuals and links, though none are required. Add a category to your post: Blog #9.

Have a spectacular summer. Consider taking a digital sabbatical. 


Question? Comment? Type it below.

Please log in using one of these methods to post your comment: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s