General Information
This subject introduces students to the risks and opportunities afforded to professional communicators by social media. The rapidly changing world of social media continues to disrupt institutions and institutional practice. Consequently, communication professionals need to know what social media are emerging, who uses social media, how to craft social media strategy and tactics, the tools available to analyse social media communication, and the policy and legal implications that arise in social media use. Emerging practices, such as participation literacy, are examined to drive effective production and consumption of communication in the professions. This subject embodies experiential, authentic learning: students will learn by doing, create work that is informed by theory, and reflect on social media use compared to best practice.
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Details
Academic unit: Faculty of Society & Design Subject code: COMN71-102 Subject title: Social Media: Risks and Opportunities Subject level: Postgraduate Semester/Year: January 2025 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Forum: x12 (Total hours: 24) - Weekly Forum
- Tutorial: x12 (Total hours: 12) - Weekly Tutorial
- Personal Study Hours: x12 (Total hours: 84) - Recommended study hours
Attendance and learning activities: Students will participate in many activities and exercises during class, both as an individual and working in a team. This includes dedicated time to workshop the social media strategy project and receive feedback from your lecturer/tutor. Consequently, students are encouraged to attend all classes to gain the benefit of this opportunity to put theoretical knowledge into practice. -
Resources
Prescribed resources: Books
- Phillip G. Clampitt (2017). Social Media Strategy. n/a, SAGE Publications, Incorporated 328
- Christian Fuchs (2021). Social Media. 3rd, Sage Publications Limited 432
Others
- Leganto (2019). SMRO Resources. Gold Coast Bond University
iLearn@Bond & Email: iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class recordings and detailed subject information regarding the subject curriculum, assessment, and timing. Both iLearn and the Student Email facility are used to provide important subject notifications.
Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.
To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au
| Academic unit: | Faculty of Society & Design |
|---|---|
| Subject code: | COMN71-102 |
| Subject title: | Social Media: Risks and Opportunities |
| Subject level: | Postgraduate |
| Semester/Year: | January 2025 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| Attendance and learning activities: | Students will participate in many activities and exercises during class, both as an individual and working in a team. This includes dedicated time to workshop the social media strategy project and receive feedback from your lecturer/tutor. Consequently, students are encouraged to attend all classes to gain the benefit of this opportunity to put theoretical knowledge into practice. |
| Prescribed resources: | Books
Others
|
|---|---|
| iLearn@Bond & Email: | iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class recordings and detailed subject information regarding the subject curriculum, assessment, and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au |
Enrolment requirements
| Requisites: |
Nil |
|---|---|
| Assumed knowledge: |
Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.
|
| Restrictions: |
Nil |
Assurance of learning
Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.
At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.
Program Learning Outcomes (PLOs)
Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Apply a system of knowledge and strategic thinking to the analysis of risks and opportunities associated with social media communication, be competent in the application of participation literacy to opportunities and legal and policy knowledge to avoid risks in professional communication.
- Formulate social media strategies, and analyse, produce, post, and evaluate strategic social media communication individually and in small-group environments.
- Show leadership in professional and intellectual discussions.
- Produce high levels of written, spoken, and recorded content consistent with those of advanced professionals.
- Exercise high levels of personal responsibility, professional ethics, and standards of behaviour expected of advanced professionals in the field of communication.
Generative Artificial Intelligence in Assessment
The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.
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Assessment details
Type Task % Timing* Outcomes assessed Portfolio Personal social media portfolio 30.00% Week 7 1,3,5 Portfolio Portfolio investigating risks and opportunities in social media and social media application 30.00% Week 11 1,3,4 Project§ Social Media Strategy 40.00% Week 13 1,2,3,4 - § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
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Assessment criteria
Assessment criteria
High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment. Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
| Type | Task | % | Timing* | Outcomes assessed |
|---|---|---|---|---|
| Portfolio | Personal social media portfolio | 30.00% | Week 7 | 1,3,5 |
| Portfolio | Portfolio investigating risks and opportunities in social media and social media application | 30.00% | Week 11 | 1,3,4 |
| Project§ | Social Media Strategy | 40.00% | Week 13 | 1,2,3,4 |
- § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
Assessment criteria
| High Distinction | 85-100 | Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. |
|---|---|---|
| Distinction | 75-84 | Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. |
| Credit | 65-74 | Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. |
| Pass | 50-64 | Usually awarded to students whose performance meets the requirements set for work provided for assessment. |
| Fail | 0-49 | Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. |
Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Study Information
Submission procedures
Students must check the iLearn@Bond subject site for detailed assessment information and submission procedures.
Policy on late submission and extensions
A student who has not established a basis for an extension in compliance with University and Faculty policy either by 1) not applying before the assessment due date or 2) by having an application rejected due to failure to show a justifiable cause for an extension, will receive a penalty on assessment submitted after its due date. The penalty will be 10% of marks awarded to that assessment for every day late, with the first day counted after the required submission time has passed. No assessment will be accepted for consideration seven calendar days after the due date. Where a student has been granted an extension, the late penalty starts from the new due date and time set out in the extension.
Academic Integrity
Bond University‘s Student Code of Conduct Policy , Student Charter, Academic Integrity Policy and our Graduate Attributes guide expectations regarding student behaviour, their rights and responsibilities. Information on these topics can be found on our Academic Integrity webpage recognising that academic integrity involves demonstrating the principles of integrity (honesty, fairness, trust, professionalism, courage, responsibility, and respect) in words and actions across all aspects of academic endeavour.
Staff are required to report suspected misconduct. This includes all types of plagiarism, cheating, collusion, fabrication or falsification of data/content or other misconduct relating to assessment such as the falsification of medical certificates for assessment extensions. The longer term personal, social and financial consequences of misconduct can be severe, so please ask for help if you are unsure.
If your work is subject to an inquiry, you will be given an opportunity to respond and appropriate support will be provided. Academic work under inquiry will not be marked until the process has concluded. Penalties for misconduct include a warning, reduced grade, a requirement to repeat the assessment, suspension or expulsion from the University.
Feedback on assessment
Feedback on assessment will be provided to students according to the requirements of the Assessment Procedure Schedule A - Assessment Communication Procedure.
Whilst in most cases feedback should be provided within two weeks of the assessment submission due date, the Procedure should be checked if the assessment is linked to others or if the subject is a non-standard (e.g., intensive) subject.
Accessibility and Inclusion Support
Support is available to students where a physical, mental or neurological condition exists that would impact the student’s capacity to complete studies, exams or assessment tasks. For effective support, special requirement needs should be arranged with the University in advance of or at the start of each semester, or, for acute conditions, as soon as practicable after the condition arises. Reasonable adjustments are not guaranteed where applications are submitted late in the semester (for example, when lodged just prior to critical assessment and examination dates).
As outlined in the Accessibility and Inclusion Policy, to qualify for support, students must meet certain criteria. Students are also required to meet with the Accessibility and Inclusion Advisor who will ensure that reasonable adjustments are afforded to qualifying students.
For more information and to apply online, visit BondAbility.
Additional subject information
Students are required to have a selection of accounts with, but not limited to, the following social media services: 1.LinkedIn 2.Facebook 3.X (Twitter) 4.Youtube 5.Instagram
Subject curriculum
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Introduction and Social Media in Professional Context
Explores social media in the context of professional practice, social theory, and technical systems.
SLOs included
- Apply a system of knowledge and strategic thinking to the analysis of risks and opportunities associated with social media communication, be competent in the application of participation literacy to opportunities and legal and policy knowledge to avoid risks in professional communication.
- Formulate social media strategies, and analyse, produce, post, and evaluate strategic social media communication individually and in small-group environments.
- Show leadership in professional and intellectual discussions.
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Social Media Strategy – Part 1
Describes the competitive environment and the social media audit, set goals and objectives.
SLOs included
- Apply a system of knowledge and strategic thinking to the analysis of risks and opportunities associated with social media communication, be competent in the application of participation literacy to opportunities and legal and policy knowledge to avoid risks in professional communication.
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Social Media Strategy – Part 2
Explains how to develop a social media channel strategy.
SLOs included
- Apply a system of knowledge and strategic thinking to the analysis of risks and opportunities associated with social media communication, be competent in the application of participation literacy to opportunities and legal and policy knowledge to avoid risks in professional communication.
- Formulate social media strategies, and analyse, produce, post, and evaluate strategic social media communication individually and in small-group environments.
- Exercise high levels of personal responsibility, professional ethics, and standards of behaviour expected of advanced professionals in the field of communication.
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Social Media Strategy – Part 3
Describes how to develop content strategy and storytelling in social media.
SLOs included
- Apply a system of knowledge and strategic thinking to the analysis of risks and opportunities associated with social media communication, be competent in the application of participation literacy to opportunities and legal and policy knowledge to avoid risks in professional communication.
- Formulate social media strategies, and analyse, produce, post, and evaluate strategic social media communication individually and in small-group environments.
- Show leadership in professional and intellectual discussions.
- Produce high levels of written, spoken, and recorded content consistent with those of advanced professionals.
- Exercise high levels of personal responsibility, professional ethics, and standards of behaviour expected of advanced professionals in the field of communication.
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Social Media Strategy – Part 4
Explains social media management and evaluation: describes approaches and tools. Provides sources for social media training. Explores LinkedIn as a professional tool.
SLOs included
- Apply a system of knowledge and strategic thinking to the analysis of risks and opportunities associated with social media communication, be competent in the application of participation literacy to opportunities and legal and policy knowledge to avoid risks in professional communication.
- Formulate social media strategies, and analyse, produce, post, and evaluate strategic social media communication individually and in small-group environments.
- Show leadership in professional and intellectual discussions.
- Exercise high levels of personal responsibility, professional ethics, and standards of behaviour expected of advanced professionals in the field of communication.
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Behind the Channel Scenes
Presents a deeper dive into social media platforms and looks behind the scenes of social media businesses and how best to use them in a professional context.
SLOs included
- Apply a system of knowledge and strategic thinking to the analysis of risks and opportunities associated with social media communication, be competent in the application of participation literacy to opportunities and legal and policy knowledge to avoid risks in professional communication.
- Formulate social media strategies, and analyse, produce, post, and evaluate strategic social media communication individually and in small-group environments.
- Show leadership in professional and intellectual discussions.
- Produce high levels of written, spoken, and recorded content consistent with those of advanced professionals.
- Exercise high levels of personal responsibility, professional ethics, and standards of behaviour expected of advanced professionals in the field of communication.
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Participatory Culture
Explains Participatory Culture and social media as sources of communication power.
SLOs included
- Apply a system of knowledge and strategic thinking to the analysis of risks and opportunities associated with social media communication, be competent in the application of participation literacy to opportunities and legal and policy knowledge to avoid risks in professional communication.
- Show leadership in professional and intellectual discussions.
- Exercise high levels of personal responsibility, professional ethics, and standards of behaviour expected of advanced professionals in the field of communication.
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Intellectual Property and Freedom of Speech
Explores Intellectual Property and Freedom of Speech in relation to social media.
SLOs included
- Apply a system of knowledge and strategic thinking to the analysis of risks and opportunities associated with social media communication, be competent in the application of participation literacy to opportunities and legal and policy knowledge to avoid risks in professional communication.
- Show leadership in professional and intellectual discussions.
- Exercise high levels of personal responsibility, professional ethics, and standards of behaviour expected of advanced professionals in the field of communication.
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Big Data and Privacy Management
Explores the role of Big Data and Privacy Management.
SLOs included
- Apply a system of knowledge and strategic thinking to the analysis of risks and opportunities associated with social media communication, be competent in the application of participation literacy to opportunities and legal and policy knowledge to avoid risks in professional communication.
- Show leadership in professional and intellectual discussions.
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Ethics and Reputation Management
Reviews ethics of social media to avoid risks for professional communicators. Explores Reputation Management in the context of social media.
SLOs included
- Apply a system of knowledge and strategic thinking to the analysis of risks and opportunities associated with social media communication, be competent in the application of participation literacy to opportunities and legal and policy knowledge to avoid risks in professional communication.
- Formulate social media strategies, and analyse, produce, post, and evaluate strategic social media communication individually and in small-group environments.
- Show leadership in professional and intellectual discussions.
- Produce high levels of written, spoken, and recorded content consistent with those of advanced professionals.
- Exercise high levels of personal responsibility, professional ethics, and standards of behaviour expected of advanced professionals in the field of communication.
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Social Media: The Future
Investigates the future of social media and how to extract personal and professional benefits.
SLOs included
- Apply a system of knowledge and strategic thinking to the analysis of risks and opportunities associated with social media communication, be competent in the application of participation literacy to opportunities and legal and policy knowledge to avoid risks in professional communication.
- Formulate social media strategies, and analyse, produce, post, and evaluate strategic social media communication individually and in small-group environments.
- Show leadership in professional and intellectual discussions.
- Produce high levels of written, spoken, and recorded content consistent with those of advanced professionals.
- Exercise high levels of personal responsibility, professional ethics, and standards of behaviour expected of advanced professionals in the field of communication.