About this course: Social media connects us across space and time, allowing us to find like-minded communities and participate creatively in public life as never before. We may often use social media without thinking much about the possible consequences. But there is a shadow side associated with social media use, which takes the form of hate speech, increased surveillance, lack of anonymity and questionable use of our data. What do we need to know to use social media spaces effectively, in a way that is safe and productive for all? This course will guide you into a deeper exploration of online identity, social media communities and their users. You will examine the ways that social media is being used by public institutions such as government to build participation and conversation with audiences. You will encounter the most common ethical debates in social media. You will also have the opportunity to build your practical skills by developing your professional social media profile, defining your audience, building your social media influence and understanding how to interpret data analytics to "listen" and communicate well.
Who is this class for: This course is suitable for those with an interest in media and communications, social or cultural studies; as well as current or budding social media strategists and community managers, or anyone who wants a more nuanced understanding of their social media use.
Created by: The University of Sydney
Taught by: Dr Jonathon Hutchinson, Lecturer in Online Communication and Media
Department of Media and Communications
| Commitment | 5 weeks of study, 2-3 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
Social Media Concepts
In the introductory module, we will examine the concepts of being social, of self-representation, online identity and publishing. We will also look at how the social media technologies intersect with public and private spheres as networked communication develops.
10 videos, 2 readings
- Video: Navigating the MOOC
- Discussion Prompt: What events are you engaging with right now?
- Video: Introduction to module 1
- Reading: Module 1 readings
- Video: What is ethical social media use? Interview with Dr. Fiona Martin, academic, University of Sydney
- Video: What are social media?
- Discussion Prompt: Ethical issues and social media
- Video: What is my online identity?
- Discussion Prompt: Blurred boundaries
- Video: The selfie phenomenon and new digital economies. Interview with Associate Professor Kath Albury, University of New South Wales
- Video: Who uses social media?
- Reading: Tweet your core affiliation
- Discussion Prompt: Lurkers and participants, make your case!
- Video: Connect me to the bigger picture
- Video: Module 1 summary
Graded: Social media concepts
WEEK 2
Collaborative Practices of Social Media Users
We examine who the users of social media are, how they use it and their motivations. We will also look at the difference between networks and communities. Through the lens of 'produsage' we will explore participatory culture and understand the motivations behind users contributing to cultural production.
8 videos, 2 readings
- Reading: Module 2 readings
- Video: What is the difference between a network and a community?
- Video: What is user-created content?
- Reading: Optional activity: managing your social media
- Discussion Prompt: Extending influence
- Video: What motivates users to contribute to cultural production? Interview with Professor Axel Bruns, Queensland University of Technology
- Video: How to engage users through participatory projects. Interview with Jennifer Lam, Director/Digital Media Strategist, Bamboo Garden
- Discussion Prompt: Participation in global events
- Video: Social media's hidden power agents
- Video: Community management. Interview with Venessa Paech
- Video: Module 2 summary
Graded: Develop your professional Twitter profile
Graded: Who are the users of social media?
WEEK 3
Participatory Culture and Media Organisations
Organisations are often accused of exploiting their users and online community members when they participate in collaborative cultural production activities. Similarly, participants are also accused of ignoring reciprocal efforts in collective online arrangements for personal gain, or what has recently been described as 'hope labour' (Kuehn & Corrigan, 2013). In this module, we will explore the tensions that surround precarious labour models for the productuon and consumption of social media content. In particular we will look at the concepts of cultural production, institutions, cultural intermediation, creativity and art.
9 videos, 2 readings
- Reading: Module 3 readings
- Video: The impact of social media on cultural production
- Video: How are cultural institutions incorporating social media? Interview with Claire Joachim, Social Media Specialist, Sydney Opera House
- Reading: Optional activity: Explore a cultural institution's social media
- Video: How are global institutions using social media?
- Video: Participatory culture and media organisations. Interview with Rod McGuinness, Social Media Coordinator, Radio Division, Australian Broadcasting Commission (ABC)
- Discussion Prompt: Participatory projects in your area
- Video: What are precarious labour models?
- Video: Politics and social media. Interview with Dr Mitchell Hobbs, University of Sydney
- Video: Social media, politics and trolling. Interview with David Shoebridge, Australian politician, Member of the New South Wales Legislative Council
- Video: Module 3 summary
Graded: Participatory Culture and Media Organisations
WEEK 4
Social Media Data Analytics
Communication across social media platforms produces an enormous amount of data that can describe content, location, users, purchases, events and emotions, along with larger scale areas such as reactions to news and politics, integration with sporting events or information and knowledge exchange, Each of these instances provides an opportunity to understand both general patterns of large-scale communication alog with nuanced individual and niche communication spaces. This module provides the opportunity to identify this sort of data, how to access and collect it and interpret and display it to strategically target larger users and networks.
6 videos, 2 readings
- Reading: Module 4 readings
- Video: What are data analytics?
- Video: How do we generate meaning from social media data analytics?
- Reading: Optional activity: Interpreting social media data
- Video: How do we incorporate data analytics into user engagement strategies? Interview with Joe Cothrel, Chief Community Officer, Lithium Technologies Chicago, Illinois
- Video: Iterative social media design
- Video: Module 4 summary
Graded: Social Media Data Analytics
Graded: Develop a strategy from social media analytics
WEEK 5
Ethics in Social Media
Just because we can access social media doesn't mean that we should. In this module, you are asked to critically examine the use of social media and think about how you can manipulate the data in meaningful and beneficial ways compared with typical neo-liberal approaches. You are also encouraged to think about some of the not so obvious areas of social media data analytics, for example reconstructing potentially sensitive material, uncovering a dangerous conversation in social media, or exposjng users that may wish to remain incognito. Using social media data is tremendously rewarding, yet presents ethical challenges that many scholars are still grappling with.
6 videos, 1 reading
- Reading: Module 5 readings
- Video: University ethics. Interview with Dr. Margaret Faedo, Research Integrity and Ethics, University of Sydney.
- Video: Social media & disability. Interview with Professor Gerard Goggin, University of Sydney
- Video: The ethics of social media births and deaths. Interview with Dr. Tama Leaver, Curtin University
- Discussion Prompt: Ethical concerns: review
- Video: Module 5 summary
- Video: MOOC Summary
Graded: Social media ethics
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