The field of communications is undergoing a rapid transformation under the impact of the recent trends in digital revolution. While new communication channels are emerging, the way traditional media channels were previously used is also changing. PR practitioners of the 21st century must understand the new media culture and learn how to apply social media in public relations to adapt to this new environment. In this course, we will explore a variety of social media tools, along with the techniques to effectively use them. You will apply the relationship building aspect of social media and learn how to integrate these new practices into an overall social media strategy. We will examine the art of monitoring and measuring metrics to determine the effectiveness of social media strategies, utilizing current evaluation tools and methods. Pre-crisis planning tactics will also be integrated into strategic planning, with the awareness of the legal and ethical considerations that surround this new communication model.
Create a social media plan to address an organizational objective.
Evaluate appropriate channels, content, tools, techniques and resources for your social media activity.
Measure the success of your social media activity.
Formulate an effective strategy to manage your organization’s reputation online and mitigate the risks of social media.
This course will require the use of education technology such as internet-based applications, cloud services and social media. In order to complete this course you will be required to either consent to the disclosure of your personal information outside of Canada to enable use of these technologies, or work with the instructor to use other privacy protective options (such as using an alias or nickname).
This course may be available online. Students login to the course and communicate with the instructor and fellow students via the Internet. All assignments and course activities are submitted electronically to the course instructor.
Using mobile devices in online courses
If you are planning on accessing your online courses using a mobile device such as a tablet or a smartphone, please note that not all required course features will be accessible with these devices. To fully function in your online courses, you will need to have access to a computer running Windows or MacOS.
A course refund, minus a $75 administrative fee, will only be provided within six calendar days after the course start date. You will need to provide notification of withdrawal by phone: 250-721-6129 OR email: firstname.lastname@example.org. Students who withdraw after that date may be eligible to receive a W transcript status. Students who do not notify the course Instructor and Administrative staff of their decision not to complete the course will receive a failing grade (F).
Credit vs non-credit
Credit refers to degree credit. If you are taking a course or program for credit through UVic Continuing Studies, it means that course or program provides credit towards a degree at UVic or another authorized university. Credit students have to meet certain criteria, such as being accepted to both UVic Continuing Studies and the University of Victoria.