SCHOOL OF JOURNALISM USC ANNENBERG SCHOOL FOR COMMUNICATION & JOURNALISM JOUR 485 Digital/Social Media Working Lab

Fall 2012 2 units Section: 21379 Day/Time: Monday, 3:00 p.m. to 5:40 p.m. Room ASC 232 Instructor: Carol Quinn Telephone: 310-990-5564 cell E-mail: carol@projectquinn.com

carolqui@usc.edu Office Hours: By appointment COURSE DESCRIPTION Digital/Social Media Working Lab explores the fundamentals of the professionally-oriented (as distinct from personally-oriented) applications of the real-time web and various contemporary digital platforms. It provides students a hands-on, project-based, experiential knowledge of social media trends and applications. Students will engage professionally in social media, develop and manage online content, begin to create a personal (as a professional) brand, learn to adapt quickly to new online tools/applications, and support fellow team members. Today’s PR and Journalism environments require adept social media skills, technological competence, and understanding of this complex public news and media environment. During the course of the class, students will: Come to recognize the professional/strategic applications of the real-time web Learn about the new media landscape Become proficient in social media platforms and trends Understand online privacy issues Develop new communication, engagement, and storytelling skills Create a professional social media presence and online identity Become proficient in online etiquette and compliance Develop the skills to qualify for Social Media or Community Manager positions in the workplace Learn the fundamentals of SEO, online analytics, search and listening tools Learn content management systems (CMS) and online publishing tools Become knowledgeable about non-profits, brands, marketers, tech startups, and PR and news professionals in the social media space Create and analyze social media campaign case studies Class exercises will be a combination of team projects and individual assignments. Expectations: Students will be expected to produce work of high quality. This includes professionalism in presentation, online conversations and editorial content.

SCHOOL OF JOURNALISM USC ANNENBERG SCHOOL FOR COMMUNICATION & JOURNALISM JOUR 485 Digital/Social Media Working Lab Guest speakers will be invited on occasion, including vloggers, bloggers, social media evangelists, business professionals using social media to engage with customers, and new technology experts who will provide insight into topics listed in the class syllabus. Please note: specific assignments and weekly subjects may be revised as the course progresses. COURSE OUTCOMES After successful completion of the class, you will have a solid grasp of the core concepts of social media. You should have developed an online profile and should be readily “searchable” in your discipline (PR or Journalism) inclusive of your university status and program. This is a hands-on course where you will create a strong online presence that will be verifiable via any search engine. You will be able to speak knowledgeably about the power of social media to disseminate messages, forge relationships, and to support a brand, an idea, a business, a cause, or a personality. You will understand the power of content to drive real-time search and see the visible results of your created content. You will:

Complete ongoing assignments and deliver relevant, discipline-specific content to the class blog, our Facebook fan page, and Google+

Engage daily in goal-oriented, targeted social media communication at least 3 times per day

Support class members and contribute ideas, concepts and technical expertise

Be willing to have an original idea and test it online

Be ready to hit the ground running in a PR employment environment TECHNOLOGY AND TECHNICAL COMPETENCE Students are expected to have a basic understanding of computer operation, e‐mail and Web browsing. In the event of technical breakdowns, appropriate alternate procedures for submitting work will be accepted. CLASS MATERIALS

Blackboard: Blackboard is an online class resource that has copies of assignments,

lecture notes and other class materials. An online tutorial is available on the first page.

Students can sign into Blackboard by visiting blackboard.usc.edu

Laptop: Please bring to every class except when we are in the field. PDAs/iPhone/and Smartphone for fieldwork are acceptable

USB flash drive: Although not required for in‐class work or homework, you will find it

convenient to have a flash drive to organize and transport files and assignments. Be sure

to label your flash drive so it can be returned if you lose it

Web accounts:

Facebook http://www.facebook.com/pages/ProjectQuinnUSC class page – please like it, and you will be made admins

YouTube (http://www.youtube.com/) (class has a channel)

Google (http://google.com/ (G+)

SCHOOL OF JOURNALISM USC ANNENBERG SCHOOL FOR COMMUNICATION & JOURNALISM JOUR 485 Digital/Social Media Working Lab

Twitter (http://www.twitter.com)

Disqus: http:// http://disqus.com/

Huffington Post: http://www.huffingtonpost.com/

Gravitar http://en.gravatar.com/ In addition to the weekly readings listed in the syllabus, I will post additional pertinent readings on Blackboard.

Reading List: Trust Agents by Chris Brogan/We First by Simon Mainwaring/Enchantment by Guy Kawasaki/Engage by Brian Solis

REGULAR READINGS

Mashable

Google News

Huffington Post

YouTube > new content and what’s “going viral”

PR Newser

Social Times

WSJ online

NY Times Online

Techcrunch

SCHOOL OF JOURNALISM USC ANNENBERG SCHOOL FOR COMMUNICATION & JOURNALISM JOUR 485 Digital/Social Media Working Lab GRADING Criteria:

Projects earning an A are professional, consistent, engaged and have relevant, tagged content.

Projects earning a B less than professional, content includes errors and/or omissions, social media engagement was less than successful.

Projects earning a C lack of content, inadequate engagement.

Projects earning a D negligible content and participation.

Projects earning an F have failed to meet the major criteria of the assignments, have

numerous errors or both. Absence of content, comments, blog posts or content that is not publishable and should not have been submitted. A content contribution that has a factual error merits an F. There are no exceptions.

Calculation: Assignments 40 percent Class Participation 10 percent Midterm project 20 percent Final project 30 percent Total 100 percent The Midterm Project will consist of a 3-5 minute presentation in class. The Final Project will consist of a case study and will be an experimental research exercise. Assignments and projects will be judged on an ongoing basis and reviewed online. Because the class is cumulative, students should demonstrate an understanding of all previously covered concepts in each assignment, even if the assignment does not specifically address those issues. Assignments and projects are to be turned in on time and in a professional manner. ATTENDANCE Students are expected to be in class every week and will be recorded. If a class must be missed:

For illness: The student must leave an e‐mail message at carol@projectquinn.com or a phone message with the instructor prior to the start of class or the absence will be considered unexcused.

For reason other than illness: Instructor approval before class day must be sought.

In the event of any absence, students are responsible for getting the class notes from other students in the class; the instructor is not expected to hold separate "catch‐up" sessions outside of class. If an absence is unexcused, material missed – including quizzes, in‐class assignments or other work – your participation mark will be affected. PLAGIARISM/ACADEMIC INTEGRITY Plagiarism is defined as taking ideas or content from another and presenting them as one’s own. The following is the School of Journalism’s policy on academic integrity as published in the University catalogue: “Since its founding, the USC School of Journalism has maintained a commitment to the highest standards of ethical conduct and academic excellence. Any student found plagiarizing, fabricating,

SCHOOL OF JOURNALISM USC ANNENBERG SCHOOL FOR COMMUNICATION & JOURNALISM JOUR 485 Digital/Social Media Working Lab cheating on examinations and/or purchasing papers or other assignments faces sanctions ranging from an ‘F’ on the assignment to dismissal from the School of Journalism.” All academic integrity violations will be reported to the office of Student Judicial Affairs & Community Standards (SJACS), as per university policy, as well as journalism school administrators and the school’s academic integrity committee. In addition, it is assumed that the work you submit for this course is work you have produced entirely by yourself, and has not been previously produced by you for submission in another course or Learning Lab without the approval of the instructor. ACADEMIC ACCOMMODATIONS Any students requesting academic accommodations based on a disability are required to register with Disability Services and Programs (DSP) each semester. A letter of verification for approved accommodations can be obtained from DSP when adequate documentation is filed. Please be sure the letter is delivered to the professor as early in the semester as possible. DSP is located in Student Union 301 and is open Monday-Friday, 8:30 a.m.-5 p.m. Their phone number is (213) 740-0776. INTERNSHIPS The value of professional internships as part of the overall educational experience of our students has long been recognized by the School of Journalism. Accordingly, while internships are not required for successful completion of this course, any student enrolled in this course who undertakes and completes an approved, non-paid internship during this semester shall earn academic extra credit herein of an amount equal to one percent of the total available semester points for this course. CLASS PROTOCOL This is a professional degree program. As such, students are expected to deal with each other and with their instructor in a collegial and professional manner. That means you should immediately talk to your instructor if you have any concerns about the course, grading, fellow students, the length of time it takes to get back graded assignments, etc. LAPTOP POLICY Students are required to use laptop computers in this class for purposes relevant to the class lesson and furthering discussion. STRESS AND ANGST Students are under a lot of pressure. If you start to feel overwhelmed, it is important that you reach out for help. A good place to start is the USC Student Counseling Services office at 213‐ 740‐7711. The service is confidential, and there is no charge. INSTRUCTOR BACKGROUND

Carol Quinn (@projectquinn) is an author, and the founder of ProjectQuinn, a Social PR consultancy that provides cross-platform strategic advisement, content development, social strategies, and social media compliance protocols. Carol is the author of Follow My Lead: What Training My Dogs About Life, Love, and Happiness (Seal Press/Perseus Books) @FollowMyLeadCQ).

SCHOOL OF JOURNALISM USC ANNENBERG SCHOOL FOR COMMUNICATION & JOURNALISM JOUR 485 Digital/Social Media Working Lab Each semester, the ProjectQuinn website (http://projectquinn.com) is turned over to USC Annenberg School for Communications and Journalism students. It becomes an experimental working lab to explore real-time content, analytics, SEO, content development, and strategy. The site showcases student writing, functions as an online portfolio of work, and provides students blog management, and community management experience. Carol is the former SVP of Marketing/Creative Director for entertainment advertising agency Air Creative Group and co-founder of Angel Entertainment, a new media development group. As an advertising executive and creative director, Carol wrote and produced television, radio, print and online campaigns for CBS Television, Paramount Television, Warner Bros. Online, Radio Disney, Disney Channel and DIRECTV before founding her own agency, Benedict Partners, Inc. Carol has worked with numerous new media startups including: iBlast and Revver Video Network.

SCHOOL OF JOURNALISM USC ANNENBERG SCHOOL FOR COMMUNICATION & JOURNALISM JOUR 485 Digital/Social Media Working Lab CLASS SCHEDULE NOTE: All assignments are to be done before each class. The syllabus is subject to change based on topical events or guest speaker availability. The timeline of class material may vary. For the purposes of this class, online profiles should be public. Please open up second accounts if you don’t want to use your personal accounts. If you require anonymity for a specific reason, please see me after the first class. “No problem can be solved from the same level of consciousness that created it.” Albert Einstein

WEEKLY ASSIGNMENTS

1. Well written, sourced opinion post with links, photo (with copyright attribution) or video in lieu of photo. Opinion or interview videos are acceptable as posts. Upload to ProjectQuinn.com (and Facebook Page, and Google+). Posts are due Monday through Sunday. Students may schedule their posts in advance. We will establish a rotating posting schedule in the first class. Approximately 6 posts will be due per student for the semester. First post is due September 10. All posts should be on the site between 7AM and 11AM.

2. Tweet a minimum of 3 tweets a day (Monday through Friday), 15 tweets total per week using class hashtag #pq499. Take a screen capture of all 15 tweets and turn in every Monday at the beginning of class. If students prefer to email the assignment, it is due the Friday before class meets. This assignment is due at our 2nd class on September 10, (if emailing, Friday September 7) and then continues weekly.

3. Read and comment on every post on projectquinn.com. Each student must write 7 comments per week starting September 10. Comments on Monday posts will be done in class.

4. Readings assignments

5. In-class Twitter chat every Monday with rotating monitors/hashtag tracking results, beginning

Sept 24th.

SCHOOL OF JOURNALISM USC ANNENBERG SCHOOL FOR COMMUNICATION & JOURNALISM JOUR 485 Digital/Social Media Working Lab

CLASS SCHEDULE CONT.

Week 1 August 27 Introduction ~ Wordpress ~ Skills and Interest Assessment Speaker: Jeb Dickerson: Wordpress Coach- introduction to blog management and tutorial for projectquinn.com

Review syllabus

Take interests/knowledge/skills survey in class

Open accounts: Twitter bios, avatar pictures, passwords, and admin privileges for blog; Sign up with Klout, Disqus, and WeFollow Directory, Facebook: like ProjectQuinnUSC

Go over Twitter settings

Theory of coworking, content, and SEO. Class hashtag” #pq499

A look at projectquinn.com analytics

Establish blog post schedule for each student, share via Google Docs ASSIGNMENTS: DUE ASAP - Create a professional bio and email to carol@projectquinn.com with a photo for the “Meet Our Team” section of projectquinn.com. All bios with photo must be in by Friday, September 7 READING DUE 9/10 http://mashable.com/2012/06/05/twitter-for-beginners/ (if you need to) Also: http://www.briansolis.com/2008/07/social-revolution-is-our-industrial/ Visit: http://collusion.toolness.org/ If you use Firefox, download and take a look

Labor Day September 3

SCHOOL OF JOURNALISM USC ANNENBERG SCHOOL FOR COMMUNICATION & JOURNALISM JOUR 485 Digital/Social Media Working Lab

Week 2 September 10 ~ Theme: Community Management & Tools Speaker: Amy Higgins Community Manager Google+ Local SF at Google (via Google+ Hangout) @amywhiggins DUE: first blog post on the site – please post between 7AM and 11 AM – Hand in 3-Tweets-A-Day assignment

Comment on the blog post in class + retweet blog post (Facebook and G+)

Who so many blog comments?

Review reading assignments. Discussion about “the social revolution is our industrial revolution” – did you notice the date on the article?

Buffer ~ the pros and cons of scheduling - Hootsuite A look at Twitter search (review settings). Using hashtags and keywords. Saved searches and following hashtag streams. Finding good people to follow. In class demonstration

How to analyze a Twitter stream: broadcast communication versus engagement

Strategies for Effective Tweeting: A Statistical Review

http://www.buddymedia.com/newsroom/2012/06/buddy-media-twitter-tweeting-best-practices/

Discussion about professional behavior online

Intro to Twitter chats How to Participate in a Tweetchat

http://website101.com/twitter/how-tweetchat/#.UBSoCbRSQlc

Chats to monitor #pinchat #toolschat more here > https://docs.google.com/spreadsheet/ccc?key=0AhisaMy5TGiwcnVhejNHWnZlT3NvWFVPT3Q4NkIzQVE#gid=1 and here > http://mashable.com/2012/04/11/twitter-chats-social-media-marketers/#58365SocialMedia

Volunteer to be the first Twitter Chat host – Volunteer to be the first Chat Monitor

ASSIGNMENT: READ 8 Steps to Hosting a Successful Twitter Chat http://blog.hubspot.com/blog/tabid/6307/bid/28979/8-Steps-to-Hosting-a-Successful-Twitter-Chat.aspx

SCHOOL OF JOURNALISM USC ANNENBERG SCHOOL FOR COMMUNICATION & JOURNALISM JOUR 485 Digital/Social Media Working Lab

Week 3 September 17 ~ Theme: Community Management & Tools Speaker: Jennie Driessen Social Media Manager/Creative, PR & Production ACADEMY OF COUNTRY MUSIC (ACM) @jennydriessen DUE: Turn in in 3-Tweets-A-Day assignment ~ Review reading assignment

Comment on the blog post in class + retweet blog post (Facebook and G+)

Blog posts analysis - review site analytics

Any social media stories to share?

Review class tweets as a group

In class review of free monitoring tools, including SocialBro for maintaining your twitter account, Survey Monkey for possible Twitter Chat subject, discussion about our Final Project and choose Twitter Chat theme

First Twitter Chat 4:30 to 5 – then review results ASSIGNMENT: READ http://www.nytimes.com/2012/07/15/sunday-review/thats-not-my-phone-its-my-tracker.html

Week 4 September 24 ~ Theme: Online Privacy Speaker: Robert Leshner – Co-Founder/CEO of SafeShepherd.com @rlesher DUE: Turn in 3-Tweets-A-Day assignment ~ Review reading assignment

Comment on the blog post in class + retweet blog post (Facebook and G+)

Blog posts analysis - review site analytics

Any social media stories to share?

Review class tweets as a group

How to build relationships on Twitter: why this matters for PR and Journalism

Your voice is your brand: you are what you post

Twitter Chat 4:30 to 5 – then review results ASSIGNMENT: WATCH What Google and Facebook Are Hiding/ Eli Pariser of MoveOn.org at TED Talks http://youtu.be/B8ofWFx525s

SCHOOL OF JOURNALISM USC ANNENBERG SCHOOL FOR COMMUNICATION & JOURNALISM JOUR 485 Digital/Social Media Working Lab

Week 5 October 1 ~ Theme: Facebook Facebook Fan and Business Pages Speaker: Tina Moore- PR/Advertising professional concentrated on online/offline strategy and execution. @tmoorepr DUE: Turn in 3-Tweets-A-Day assignment ~ Review reading assignment

Comment on the blog post in class + retweet blog post (Facebook and G+)

Blog posts analysis - review site analytics

Any social media stories to share?

Facebook content – times to post

Twitter Chat 4:30 to 5 – then review results ASSIGNMENT: READ The Web means the End of Forgetting by Jeff Rosen/The New York Times Magazine, July 21, 2011 http://www.nytimes.com/2010/07/25/magazine/25privacy-t2.html?_r=1&sq=the%20end%20of%20forgetting&st=cse&adxnnl=1&scp=1&adxnnlx=1285513572-VvfQ8PdhfTLtc+38W5h+TA)

Week 6 October 8 – Theme: Content and Digital Strategy Speaker: Andy Sternberg - Cofounder of Adler Integrated (AI), where he focuses on digital strategy and business development. Adjunct professor, USC Annenberg. @andysternberg DUE: Turn in in 3-Tweets-A-Day assignment ~ Review reading assignment

Comment on the blog post in class + retweet blog post (Facebook and G+)

Blog posts analysis - review site analytics

Any social media stories to share?

Social media ethics discussion

Twitter Chat 4:30 to 5 – then review results ASSIGNMENT: READ The Brandsphere by Brian Solis and Jess3 http://www.briansolis.com/2011/08/new-inforgraphic-the-brandsphere-by-brian-solis-and-jess3/

SCHOOL OF JOURNALISM USC ANNENBERG SCHOOL FOR COMMUNICATION & JOURNALISM JOUR 485 Digital/Social Media Working Lab

Week 7 October 15 ~ Theme: The Personal Brand Speaker: Stefanie Michaels @AdventureGirl

DUE: Turn in in 3-Tweets-A-Day assignment ~ Review reading assignment

Comment on the blog post in class + retweet blog post (Facebook and G+)

Blog posts analysis - review site analytics

Any social media stories to share?

Twitter Chat 4:30 to 5 – then review results ASSIGNMENT: Final Project

Week 8 October 22 ~ Theme: Social Creativity Speaker: Arlene Wszalek @wzzy & Curt Smith @curtsmith Solo Music Artist and band member/founder: Tears For Fears DUE: Turn in in 3-Tweets-A-Day assignment ~ Review reading assignment

Comment on the blog post in class + retweet blog post (Facebook and G+)

Blog posts analysis - review site analytics

Any social media stories to share?

Twitter Chat 4:30 to 5 – then review results ASSIGNMENT READ: Mindful Technology, by Jessica Youseffi/ProjectQuinn.com, September, 2011 http://projectquinn.com/mindful-technology/

SCHOOL OF JOURNALISM USC ANNENBERG SCHOOL FOR COMMUNICATION & JOURNALISM JOUR 485 Digital/Social Media Working Lab

Week 9 October 29 Theme: Midterm DUE: Turn in 3-Tweets-A-Day assignment ~ Review reading assignment

Comment on the blog post in class + retweet blog post (Facebook and G+)

MIDTERM 2-5 minute presentation about an aspect of social media

Blog posts analysis - review site analytics

Other platforms: Pinterest, Twylah, Stumble, etc.

Trolls and things to watch out for http://pegfitzpatrick.com/2012/08/03/dont-feed-the-trolls/ http://www.youtube.com/watch?v=Hcmz74AaXHs&feature=player_embedded

Review results from assignment, discuss Mindful Technology article

Twitter Chat 4:30 to 5 – then review results

FINAL PROJECT discussion.

Week 10 November 5 ~ Theme: Corporate Communications/PR Speaker: Heather Meeker Vice President Corporate Communications, GOGII @heathermeeker DUE: Turn in 3-Tweets-A-Day assignment ~ Review reading assignment

Comment on the blog post in class + retweet blog post

Blog posts analysis - review site analytics

Any social media stories to share?

Twitter Chat 4:30 to 5 – then review results ASSIGNMENT: READ Why We need Rule Breakers and Rule Makers by Tac Anderson, Brass Tack Thinking, September 2011 http://www.brasstackthinking.com/2011/09/why-we-need-rule-breakers-and-rule-makers/

SCHOOL OF JOURNALISM USC ANNENBERG SCHOOL FOR COMMUNICATION & JOURNALISM JOUR 485 Digital/Social Media Working Lab

Week 11 November 12 ~ The Social Press Release Speaker Jason Kintzler – Founder PitchEngine DUE: Turn in 3-Tweets-A-Day assignment ~ Review reading assignment

Comment on the blog post in class + retweet blog post

Blog posts analysis - review site analytics

Any social media stories to share?

FINAL PROJECT

Twitter Chat 4:30 to 5 – then review results ASSIGNMENT: FINAL PROJECT

Week 12 November 19 ~ Theme: Managing Group Communication and Policies Speaker: Eric Grant Senior Project Manager and Scrum Master/Splunk DUE: Turn in 3-Tweets-A-Day assignment

Comment on the blog post in class + retweet blog post

Blog posts analysis - review site analytics

Any social media stories to share?

FINAL PROJECT discussion

Social grading sites (Klout, Peerindex)and their value

Twitter Chat 4:30 to 5 – then review results ASSIGNMENT FINAL PROJECT

SCHOOL OF JOURNALISM USC ANNENBERG SCHOOL FOR COMMUNICATION & JOURNALISM JOUR 485 Digital/Social Media Working Lab

Week 13 November 26 ~ Additional Tools ~ Semester Review Speaker: Peg Fitzpatrick- Entrepreneur, Social Media Manager, Managing Director 12most.com who will address Twylah, Pinterest, Google+ DUE: Turn in 3-Tweets-A-Day assignment

Comment on the blog post in class + retweet blog post

Blog posts analysis - review site analytics

Any social media stories to share?

FINAL PROJECT discussion

Twitter Chat 4:30 to 5 – then review results

ASSIGNMENT: READ How Social Media Is Pushing the Limits of Legal Ethics by Derrick Harris/Gigaom, February 2011 http://gigaom.com/2011/02/26/how-social-media-is-pushing-the-limits-of-legal-ethics/ ASSIGNMENT: FINAL PROJECT

Week 14 Dec 3 DUE: Turn in 3-Tweets-A-Day assignment

Last comments on the blog

FINAL PROJECT DUE: In class group presentation – 1 digital and 1 printed copy.

Send out PitchEngine Press release on the project