Course coordinator
Dr Caroline Wilson-Barnao
Consultation by appointment. Please email to make a time.
Course overview
- Study period
- Semester 2, 2024 (22/07/2024 - 18/11/2024)
- Study level
- Undergraduate
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Communication & Arts School
This course explores the role of social media platforms in generating engagement, managing brands and promoting products, services and causes. We critically examine the promotional culture of social media platforms and consider competing frameworks for understanding their benefits and drawbacks. Trends in the development of social media, their participatory cultures, and their uses by organisations are examine. Students create a social media strategy and work towards developing and curating social media content on social media platforms such as YouTube, TikTok, Twitter, Google, Snap Chat and Facebook. Students use analytics tools that enable organisations to track real time metrics related to engagement and sentiment.
Social media is rapidly becoming central to all forms of human communication and connection.
The mobile phone and its signals now play a vital role in facilitating our entertainment, work and information sharing practices.
In this course students engage in critical conversations about the advantages and disadvantages of social media in our lives as they acquire new skills and proficiencies.
Designed in consultation with extensive industry input this course is structured in three modules – create, promote & evaluate. ﾠ
Students build upon their practical skills as they create engaging and effective content, use promotional techniques to attract attention and evaluate the success of their campaigns using analytical dashboards and tools.
Students work with industry as to gain knowledge and practical experience and insights as they consider how advances in algorithmic technology, mobile phones and AI techniques play an important role in shaping all aspects of communication practice.
As students enrolled in this course use social media tools to create content it is important that they are able to easily access a range of social media platforms in order to complete the assessment tasks and fulfill the learning objectives.
Course requirements
Assumed background
This is a second/third year course in the Bachelor of Communication (Digital Media), Bachelor of Arts (Media and Digital Cultures) and Strategic Communications (Public Relations). The course assumes that students have undertaken introductory courses in media, communication, journalism and/or other related communications courses.
Course contact
Course staff
Lecturer
Dr Caroline Wilson-Barnao
Tutor
Ms Eloise Cicero
Mr David Gilchrist
Ms Kiah Hawker
Miss Mya-Darly Alana Ngwe
Timetable
Additional timetable information
Whilst every effort is made to place students in their preferred activity, it is not always possible for a student to be enrolled in their tutorial of choice. If you require assistance, please ensure that you email timetabling.commarts@enquire.uq.edu.au from your UQ student email with:
- Your name
- Your student ID
- The course code
- A list of three tutorial preferences (in order of preference)
- Reason for the change – e.g. timetable clash, elite athlete status, SAP
Teaching staff do not have access to change tutorials or help with timetables; all timetabling changes must be processed through the Timetabling Team.
Aims and outcomes
This course aims to introduce students to key social media theory as they acquire tangible skills in content production and dissemination. Students learn how to create strategic campaigns, and to create, promote and evaluate their social media outputs with the guidance of industry experts.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Apply the theory of promotional culture to create content in multiple modes.
LO2.
Use promotional strategies to create visibility.
LO3.
Apply social media tools to enhance engagement with target audiences
LO4.
Evaluate a social media campaign using industry specific tools.
LO5.
Recommend future strategies to increase reach and engagement.
LO6.
Critically reflect upon key themes which influence social media strategy.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Creative Production/ Exhibition | CREATE: Plan and create an online exhibition video | 30% |
16/08/2024 4:00 pm |
| Paper/ Report/ Annotation | PROMOTE: Promote your online exhibition video | 30% |
20/09/2024 4:00 pm |
| Paper/ Report/ Annotation, Presentation |
EVALUATE: Evaluation and reflection report
|
40% |
25/10/2024 4:00 pm |
Assessment details
CREATE: Plan and create an online exhibition video
- Mode
- Oral, Written
- Category
- Creative Production/ Exhibition
- Weight
- 30%
- Due date
16/08/2024 4:00 pm
- Learning outcomes
- L01, L02, L06
Task description
Purpose: Within industry contexts, creating content and communication for social media environments is an integral and common responsibility. This assignment serves as the foundations of the ‘promote’ and ‘evaluate’ assignments which follow. For this assignment you will create your own social media content, based on one theoretical theme from weeks 1-4. By carefully considering your target audience, you will create content for specific users and gain insight into ways of critically understanding social media communication strategy.
Part A – Planning Strategy (700 words):
Complete a ‘planning strategy’ document which outlines the following sections for your online exhibition using the template provided. Your planning strategy must include:
- Your objectives: What are you hoping to achieve through this video? For example, comments, likes, shares, click-throughs, views etc.
- Target audience: Who is the target audience for this video?
- Tactic: What is your communication and creative tactic to reach and engage this target audience?
- Goal: What are you trying to get your target audience to do or think?
- Questions: What is the message you want your viewers to take away? What do you want them to think about or discuss with friends? What change in behaviour or thinking are you trying to influence?
- Evaluation metrics: How will you measure the effectiveness of this video? For example: how many comments or likes or shares etc.
Part B – Online exhibition video:
Create a ‘thought leadership’ style online video that is linked to one of the key themes as detailed in module one of the course (i.e. promotional culture, self-branding, creative participation). *You can opt to create one three one-minute video or three interconnected one-minute videos.
AI Use:
This task has been designed to be challenging, authentic and complex. Whilst students may use AI and/or MT technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI and MT tools.
Submission guidelines
Part A – Planning Strategy: Submit via TurnItIn.
Part B – Online exhibition video: Submit your video to 2 locations:
- COMU3150 Social Media Communication Facebook group
- Course Blackboard site
TurnItIn Receipts:
Assignments for this course will be submitted electronically via Blackboard and using TurnItIn. Before submitting any assignments for this course you must ensure you have completed UQ's compulsory online Academic Integrity Tutorial.
When you successfully submit your assessment to TurnItIn you will see text confirming your submission is complete, before being redirected to your Assignment inbox. On this page you can:
- View the name of the submitted file
- View date and time of the upload
- Resubmit your paper (if necessary)
- Download your submitted paper
- Download digital receipt.
If you cannot see your submission in your Assignment inbox you should regard your submission as unsuccessful. Students are responsible for retaining evidence of submission by the due date for all assessment items, in the required form (e.g. screenshot, email, photo, and an unaltered copy of submitted work).
If the submission was not successful:
- Note the error message (preferably take a screenshot).
- Go to your assignment page and see if it is possible to submit again.
- If you cannot submit again email your course coordinator immediately with the assignment attached.
Please visit this webpage for further advice on how to submit your TurnItIn assignment.
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 28 days. Extensions are given in multiples of 24 hours.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
PROMOTE: Promote your online exhibition video
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 30%
- Due date
20/09/2024 4:00 pm
- Learning outcomes
- L01, L02, L03
Task description
Purpose: An integral aspect of any social media communication campaign is finding innovative and effective promoting techniques. Now you have created your online exhibition video/s, you will use social media tools to enhance engagement through the use of hashtags, caption creation and engaging with influencers to share their content.
Part A – Peer Engagement:
- Comment on at least 6 online exhibition video posts by other students.
- Posts must have a professional tone and draw on the course theory.
- Each post must not exceed 150 words.
Part B – Audience Profile Report (1000 words):
Complete the Audience Profile Report template to help you identify your target audience.
Use your planning strategy document from assignment 1 to inform the report.
Adapt the Audience Profile Report template where necessary to best communicate who your target audience is.
Design an infographic to summarise your target audience persona, including:
- An image
- Their occupation
- Their values
- Social class
- Hobbies and interests
- Family
Include at least 5 sources to justify your audience persona - these can be trade-press, population reports (NIELSEN GLOBAL MEDIA) or platform reports
You should question “What are they likely to think or feel about the content you are creating? How does it square against their values?”.
Part C – Influencer Engagement (250 words):
Choose an appropriate real-life influencer to help promote your campaign.
Write them a message asking to collaborate with them including:
- a justification of why they would be a great fit for your campaign;
- the caption and hashtags you would like them to include;
- a mock post to give the influencer an example of how they might promote your content, including caption and hashtags.
To help you select an influencer, consider the following:
- Does the influencer’s audience base match your audience persona?
- How popular are they, and can you afford to work with them?
- Can you see a way to link their identity with your video?
When creating the mock post consider the following:
- the norms of the platform the influencer uses;
- make sure your mock post matches their usual communication style and tone;
- how to best connect with their usual target audience.
AI Use:
This task has been designed to be challenging, authentic and complex. Whilst students may use AI and/or MT technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI and MT tools.
Submission guidelines
Post comments on at least 6 online exhibition video posts by other students to the group Facebook site (Part A). Take screen images of these comments and submit these images along with Part B and Part C of the assessment via the TurnItIn submission link provided on the course Blackboard.
TurnItIn Receipts:
Assignments for this course will be submitted electronically via Blackboard and using TurnItIn. Before submitting any assignments for this course you must ensure you have completed UQ's compulsory online Academic Integrity Tutorial.
When you successfully submit your assessment to TurnItIn you will see text confirming your submission is complete, before being redirected to your Assignment inbox. On this page you can:
- View the name of the submitted file
- View date and time of the upload
- Resubmit your paper (if necessary)
- Download your submitted paper
- Download digital receipt.
If you cannot see your submission in your Assignment inbox you should regard your submission as unsuccessful. Students are responsible for retaining evidence of submission by the due date for all assessment items, in the required form (e.g. screenshot, email, photo, and an unaltered copy of submitted work).
If the submission was not successful:
- Note the error message (preferably take a screenshot).
- Go to your assignment page and see if it is possible to submit again.
- If you cannot submit again email your course coordinator immediately with the assignment attached.
Please visit this webpage for further advice on how to submit your TurnItIn assignment.
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 28 days. Extensions are given in multiples of 24 hours.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
EVALUATE: Evaluation and reflection report
- Mode
- Oral, Written
- Category
- Paper/ Report/ Annotation, Presentation
- Weight
- 40%
- Due date
25/10/2024 4:00 pm
- Other conditions
- Student specific.
- Learning outcomes
- L04, L05
Task description
Purpose:
Within industry environments any form of social media campaign or communication will be critically evaluated upon completion.
The course team will deliver the data based on a past communication campaign. You will produce an evaluation and reflection report from that data.
Part A – Evaluation (1500 words):
Your evaluation should include:
- a comparison of the posting styles and channel placements (ie organic posting on the Facebook feed, 'boosted' on Instagram Reels and video ads on TikTok.
- the strengths and weaknesses of the campaign overall based on the data and business objectives;
- the benefits and limitations of each post based on the data and business objectives;
- whether the original objectives were met (engagement/click throughs/likes/shares/comments etc);
- how effective the message was at reaching the target audience;
- any changes you would recommend for future campaigns, including recommendations for additional resources to strengthen the campaign. Evidence your recommended changes by linking to prior analysis.
- You should consult at least 15 sources for this assignment task.
Part B – Reflection (1000 words):
Apply the SEAL framework to structure the reflection - SEAL: Situation, Effect, Action and Learning. Your reflection should consider:
- the process you went through to create and promote the campaign;
- the moral and ethical implications of such a campaign, linking to theories of promotional culture;
- how this process has influenced the way you think of yourself as a digital media professional;
- how this process has changed your thinking on what you view on social media and why.
AI Use
This task has been designed to be challenging, authentic and complex. Whilst students may use AI and/or MT technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI and MT tools.
Submission guidelines
Submit Part A and Part B via the TurnItIn submission link provided on the course Blackboard.
TurnItIn Receipts:
Assignments for this course will be submitted electronically via Blackboard and using TurnItIn. Before submitting any assignments for this course you must ensure you have completed UQ's compulsory online Academic Integrity Tutorial.
When you successfully submit your assessment to TurnItIn you will see text confirming your submission is complete, before being redirected to your Assignment inbox. On this page you can:
- View the name of the submitted file
- View date and time of the upload
- Resubmit your paper (if necessary)
- Download your submitted paper
- Download digital receipt.
If you cannot see your submission in your Assignment inbox you should regard your submission as unsuccessful. Students are responsible for retaining evidence of submission by the due date for all assessment items, in the required form (e.g. screenshot, email, photo, and an unaltered copy of submitted work).
If the submission was not successful:
- Note the error message (preferably take a screenshot).
- Go to your assignment page and see if it is possible to submit again.
- If you cannot submit again email your course coordinator immediately with the assignment attached.
Please visit this webpage for further advice on how to submit your TurnItIn assignment.
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 28 days. Extensions are given in multiples of 24 hours.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 1 - 24 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 25 - 44 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 45 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
- Where fractional marks occur in the calculation of the final grade, a mark of x.5% or greater will be rounded up to (x+1)%. A percentage mark of less than x.5% will be rounded down to x%.
- Where no assessable work is received, a Grade of X will apply. ﾠ
Supplementary assessment
Supplementary assessment is available for this course.
Additional assessment information
- Further information regarding the assessment, including marking criteria and/or marking rubrics are available in the ‘Assessment’ folder in Blackboard for this course.
- Marks Cannot Be Changed After Being Released: Marks are not open to negotiation with course staff. If you wish to discuss the feedback you have received, you should make an appointment to speak with the Course Coordinator.
- Assessment Re-mark: If you are considering an Assessment Re-mark, please follow the link to important information you should consider before submitting a request.
- Integrity Pledge: Assignments for this course will be submitted electronically via Blackboard and using Turnitin. Before submitting any assignments for this course, you must ensure you have completed UQ's compulsory online Academic Integrity Modules.ﾠIn uploading an assignment via Turnitin you are certifying that it is your original work, that it has not been copied in whole or part from another person or source except where this is properly acknowledged, and that it has not in whole or part been previously submitted for assessment in any other course at this or any other university.
- Withholding marks prior to finalisation of grades: Per UQ Assessment Procedures – Release of Assessment Item Marks and Grades: The final assessment item and the marks for the assessment item are to be released only after the final grade for the course has been released.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Find the required and recommended resources for this course on the UQ Library website.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 (22 Jul - 28 Jul) |
Seminar |
Module 1 CREATE: Week 1 Seminar - Promotional Culture This seminar will focus on how brands, governments, not-for-profit organisations and government policies shape advertising and media promotion. Learning outcomes: L01, L02, L06 |
Tutorial |
Module 1 CREATE: Week 1 Tutorial - Promotional Culture An overview of the assessment is provided and critical concepts in promotional culture are discussed. Learning outcomes: L01, L02, L06 |
|
Week 2 (29 Jul - 04 Aug) |
Seminar |
Module 1 CREATE: Week 2 Seminar - Promotional Culture Ecology In this seminar the historical evolution of promotional culture is considered and its integration into everyday life. The aim is to consider how brands entangle themselves in social media practice. Learning outcomes: L01, L02, L06 |
Tutorial |
Module 1 CREATE: Week 2 Tutorial - Promotional Culture Ecology Students analyse the content of online videos and consider the audience and objectives. Students create advertisements considering audience and medium. Students begin to develop a storyboard for their own video and develop a script. Learning outcomes: L01, L02, L06 |
|
Week 3 (05 Aug - 11 Aug) |
Seminar |
Module 1 CREATE: Week 3 Seminar - Exerting Promotional Influence Students identify the difference between platforms and forms of participation and creative expression available to users. Learning outcomes: L01, L02, L06 |
Tutorial |
Module 1 CREATE: Week 3 Tutorial - Exerting Promotional Influence Students consider the impacts of biometric technology and discuss the impacts of content regulation/moderation. Learning outcomes: L01, L02, L06 |
|
Week 4 (12 Aug - 18 Aug) |
Seminar |
Module 1 CREATE: Week 4 Seminar - Producing Content This seminar looks at the concept of the audience and how this has evolved over time and through different mediums. We will also look at the labour users perform when they engage with social media platforms, and how this differs from more traditional forms of media such as television. The relationship between labour and self-branding is explored. Learning outcomes: L01, L02 |
Tutorial |
Module 1 CREATE: Week 4 Tutorial - Producing Content Students assess the operating practices of different social media platforms. Learning outcomes: L01, L02 |
|
Week 5 (19 Aug - 25 Aug) |
Seminar |
Module 2 PROMOTE: Week 5 Seminar - Campaign Analysis This seminar looks at the concept of the audience and how this has evolved over time and through different mediums. Learning outcomes: L03 |
Tutorial |
Module 2 PROMOTE: Week 5 Tutorial - Campaign Analysis Students create a social media report and consider the role of self branding in driving branding strategies. Learning outcomes: L03 |
|
Week 6 (26 Aug - 01 Sep) |
Seminar |
Module 2 PROMOTE: Week 6 Seminar - Promotional Machines The potential future projections for social media platforms are considered. We specifically focus on the ways our media platforms foster a promotional culture and how this may shift or escalate in the future through technologies like machine vision. Learning outcomes: L03 |
Tutorial |
Module 2 PROMOTE: Week 6 Tutorial - Promotional Machines Students conduct an influencer audit and create sponsored posts. Learning outcomes: L03 |
|
Week 7 (02 Sep - 08 Sep) |
Seminar |
Module 2 PROMOTE: Week 7 Seminar - Selfies Students identify different self branding practices used by influencers and micro celebrities to effectively brand products and services. Students work with Bronte Davy from Hello Rare to learn how to operate an influencer platform. Learning outcomes: L03 |
Tutorial |
Module 2 PROMOTE: Week 7 Tutorial - Selfies The historical use of selfies is considered in context of their more recent appearance in branding practice. Learning outcomes: L03 |
|
Week 8 (09 Sep - 15 Sep) |
Seminar |
Module 2 PROMOTE: Week 8 Seminar - Budget & Schedules Students learn how to create a feasible budget and schedule using social media tools. Learning outcomes: L03 |
Tutorial |
Module 2 PROMOTE: Week 8 Tutorial - Budget & Schedules Students consider the transformation of media environments and the role of ethics in guiding new forms of automated communication. Learning outcomes: L04, L05 |
|
Week 9 (16 Sep - 22 Sep) |
Seminar |
Module 3 EVALUATE: Week 9 Seminar - Monitoring Students consider the monitoring practices of digital media platforms. Learning outcomes: L04, L05 |
Tutorial |
Module 3 EVALUATE: Week 9 Tutorial - Monitoring Students learn how to create evaluation reports. Learning outcomes: L04, L05 |
|
Mid Sem break (23 Sep - 29 Sep) |
No student involvement (Breaks, information) |
Mid-Semester Break |
Week 10 (30 Sep - 06 Oct) |
Seminar |
Module 3 EVALUATE: Week 10 Seminar - Analytics Students work with a digital specialist to learn how to use analytics tools and dashboards. Learning outcomes: L04, L05 |
Tutorial |
Module 3 EVALUATE: Week 10 Tutorial - Analytics Students work with a digital specialist to learn how to use analytics tools and dashboards. Learning outcomes: L04, L05 |
|
Week 11 (07 Oct - 13 Oct) |
Seminar |
Module 3 EVALUATE: Week 11 Seminar - Making Good Content Students work to understand the differences between different forms of promotional content and consider what makes good vs bad content. Learning outcomes: L04, L05 |
Tutorial |
Module 3 EVALUATE: Week 11 Tutorial - Making Good Content Students work in class with tutor support on their reports and reflections. Learning outcomes: L04, L05 |
|
Week 12 (14 Oct - 20 Oct) |
Seminar |
Module 3 EVALUATE: Week 12 Seminar - Making Reporting Students work with support to analyse the data for the final assessment task. Learning outcomes: L04, L05 |
Tutorial |
Module 3 EVALUATE: Week 12 Tutorial - Making Reporting Students work in class with tutor support on their reports and reflections. Learning outcomes: L04, L05 |
|
Week 13 (21 Oct - 27 Oct) |
No student involvement (Breaks, information) |
Week 13 - NO SEMINAR OR TUTORIALS |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.