Monthly Archives: November 2014

Final assignments

It’s great to be back home after a very productive and enlightening time at the National Communication Association’s annual conference in Chicago. I presented my social network analysis of the Twitter networks formed around California’s five largest HMOs, and the work was well-received.

Here are a few pics that  I managed to grab, in between running from one conference hotel to the other!


Chicago skyline


Art Institute of Chicago


S. Michigan Avenue – reminds me of NYC!

Meanwhile, after seeing the end of the semester in sight for so long, it’s odd that it’s finally here! So, here is a recap of the final assignments that are forthcoming. I’ve also uploaded another copy of the Twitter and extra credit assignments here.

1) Live Tweeting reflection with Storify. You should upload your Storify link to your blog by 5pm tomorrow, Tuesday, November 25. We discussed the details of this assignment last week in class. Remember, the point of it is to have you reflect on the experience of live tweeting. How did it go? What were the challenges and opportunities this tactic provided? What surprised you about it? Did you get any engagement from other Twitter users? What do you think you could have done better? What went great? Do you think this is a worthwhile tactic for an organization – why/why not? How does it support the best practices we’ve been discussing all semester?

2) Final papers and presentations. Final papers are due in class on Thursday, December 4. You should refer to the assignment sheet to make sure you are submitting everything that is required. Also, make sure to give me a hand-out of your PP slides.

Presentations should be 10-15 minutes long, and should essentially go through your final papers. On Tuesday, December 2, Megan, Mac, and Gitaine will present, and everyone else will present on Thursday. Therefore, we will have 2 shorter classes.

3) Extra credit. Extra credit assignments (optional) are due on Tuesday, December 9, 12pm, via email to me. More information is in the attached file.

3) Graduate students: Your final Arthur W. Page Case study is due December 12, 12pm. It need only include the case analysis and teaching note. PP is not required by 12/12, but is required for submission in January.

Please let me know if you have any other questions. In the meantime, Happy Thanksgiving! Enjoy the time with your friends and family.

Sample Storify

I love Storify because it’s so easy to use and really supports effective storytelling based on events that occur in social media. Here’s a sample link (very brief) that we’ll discuss in class today. Check this out.

Next week’s final blog post

Sadly, we are down to our last blog post. What a journey it’s been!

For next week’s post, I’d like you to reflect on the topic of personal branding. I gave you the one workbook in class, and now I have a few supplemental readings on the concept:
Fast Company: The Brand Called You
Forbes: Personal Branding is a Leadership Requirement

After completing the readings, spend some time reflecting on your personal brand. Then, consider the following questions in your blog post:

1)  Review your existing personal brand by Googling yourself. (Ignore search results that don’t apply to you.) Describe the first few things about yourself that come up. If a prospective employer conducted this search, what kind of impression would you make? How might they view your personal brand? How well do you think your brand positions you for the kinds of professional opportunities you’d like to pursue?

2) Self-assessment. Think about your skills, strengths, career-interests, kind of work you’re interested in pursuing, and the other prompts from the branding work book. Then, describe your unique brand in 3-4 sentences, thinking especially about what you offer in a professional context that makes you different from your competitors.

3) Finally, which social media platforms do you think are most useful for you in developing your professional brand and seeking future employment?

Next week’s blog post and final paper

As discussed in class, for next week’s blog post you should critically reflect on the documentary, Page One. What argument(s) does the film make about old and new media? For example, consider the values of old and new media and describe how they may clash. Throughout the film we see the demise of so many American newspapers. In light of that, do you think that newspapers are worth saving? Why or why not? What value do you think news organizations have for society and how has their value changed with the advent of new media? Finally, what implications do you think all these changes in the news environment have for public relations practitioners?

Also, by next week (Thursday deadline), you should send me (via email or hard copy) a one paragraph description of your final paper. For this paper, you may choose either a case study analysis of a social media campaign, or create another, original social media plan of your own. Since this will be an individual paper and not a team effort, I will go ahead and modify (i.e. shorten) the original parameters described in your syllabus. I will hand out a more detailed description on Tuesday, but the paper length will be 7 – 10 pages.

If you want to write a case study, you should identify an organization that used social media to effectively reach objectives. You will analyze the campaign and apply some of the best practices we’ve discussed throughout the semester to this campaign. Specifically, you can think about the lessons learned from the Groundswell and see how will the campaign reflects them. Again, more detailed information will be handed out in class on Tuesday. For now, you can search online through sites likes Mashable, PRdaily, SocialFresh, and PRSA (news links) for “meaty” campaigns to analyze.

The other paper option is to design a new, original social media plan for a small business or non-profit. You should identify a legitimate organization that would  benefit from a new or improved social media plan. The format will be similar to what you’ve already done, but this time the work will be all your own, and the campaign will not actually be implemented.

Hope that helps get you started. Also, don’t forget to identify and live tweet an event by Nov 17 — and promote your live tweet on our FB page. Music team also has reflection papers and social media “output” from your last campaign due on Thursday.

Have a great weekend.