COM MGMT 742 / Digital and Social Media: Strategy and Management

3 unit(s)

Digital and social media management are an essential part of strategic communications. This course provides students with the critical, analytic and technical skills they need to communicate transparently, build trusted, two-way relationships with various online and offline publics, and achieve organizational goals. The course blends readings and interactive discussions around network, interactivity, relationship, and community theories, with practical case studies and examples. Students will explore the historical context of digital and social media, emerging trends, mobile communications, multimedia storytelling, influencer relationship management, best practices in paid, earned, owned and shared media, online crisis management, effective measurement techniques, semantic and voice search, and ethical and privacy considerations.