Social Media in the Classroom

by Hana S. Noor Al-Deen (Volume editor)
©2016 Textbook XIX, 240 Pages


Social Media in the Classroom provides a comprehensive resource for teaching social media in advertising, public relations, and journalism at the undergraduate and graduate levels. With twelve chapters by contributors from the United States, the United Kingdom, and Australia, this volume provides original scholarly work which encompasses a wide range of methodologies, theories, and sample assignments for implementing social media. This book is an excellent resource for preparing students to transform their personal skills in social media into professional skills for success in the job market.

Table Of Contents

  • Cover
  • Title
  • Copyright
  • About the Editor
  • About the Book
  • This eBook can be cited
  • Table of Contents
  • List of Assignments
  • List of Tables
  • Foreword
  • Preface
  • Acknowledgments
  • Part One: Applying Social Media in Teaching Advertising
  • Chapter One: Digitally Driving Student Engagement to Improve Pedagogical Outcomes
  • Chapter Two: Connectivism and the Classroom: Translating Theory into Teaching
  • Chapter Three: Being Your Own Chief Marketing Officer: Student Perceptions of Personal Branding
  • Chapter Four: Social Media and Applied Learning
  • Part Two: Applying Social Media in Teaching Public Relations
  • Chapter Five: Taming the Social Media Data Deluge: Using Social Media Research Methods in the Public Relations Classroom
  • Chapter Six: Drop and Give Me 20 (Social Media Platforms): Using Boot Camp to Teach Social Media Strategy
  • Chapter Seven: The Art of Tweeting: Integrating Primary Social Media Research into a Public Relations Writing Course
  • Chapter Eight: New Technologies for Social Media and Public Relations Education
  • Part Three: Applying Social Media in Teaching Journalism
  • Chapter Nine: Challenging the Newsroom Paradigm: Four Nations’ Journalism Students Interrogate Global Issues Through Social Media
  • Chapter Ten: Storytelling 2.0: Using Social Media Tools to Craft Multimedia Stories
  • Chapter Eleven: Using Network Analytic Tools to Teach Social Media Impact on Citizen Journalism
  • Chapter Twelve: Going on a News Consumption Diet: Engaging Students in Meaningful Current Events Discussions Through Social Media
  • About the Editor
  • About the Contributors
  • Index

Assignment 1.1.  Digital Strategy Project

Assignment 2.1.  Project Discovery: Five Days in the Life of an Account Planner

Assignment 3.1.  Define Your Personal Brand

Assignment 3.2.  Discovering Your Personal Brand

Assignment 3.3.  Media Management and Entrepreneurship Project

Assignment 4.1.  Local Business Interview and Social Media Usage

Assignment 4.2.  Online Business Analysis of Social Media Implementation

Assignment 4.3.  Applying Social Media for Promotion Project

Assignment 5.1.  Social Media Research Project (Five-Week Learning Module)

Assignment 6.1.  New Media Boot Camp

Assignment 7.1.  Twitter Research Project

Assignment 8.1.  Pretest and Posttest Assessment

Assignment 8.2.  New Media Campaign Integration Project

Assignment 9.1.  Global Pop-Up Newsroom Poverty Project

Assignment 10.1.  Live Tweeting (Campus Lecture Series)

Assignment 10.2.  The TwiVineAGram

Assignment 11.1.  Facebook Personal Network

Assignment 11.2.  Interpreting Citizen Journalism Practices in Twitter during the Egyptian Revolution in 2011

Assignment 12.1.  Storify Current Events Project

Assignment 12.2.  Directions for Creating a Fotobabble and Posting it to Blogger ← ix | x → ← x | xi →

Table 2.1. Full List of Categories and Clients Assigned

Table 7.1. Media Organizations Sample from SNL Financial’s Ranking Based on Q2’12 Net Income ← xi | xii → ← xiii | xiv →

I was introduced to this timely book at a particularly interesting moment in my professional life. My Communication Department had just completed an overhaul of its writing curriculum, dropping several “old media” classes and replacing them with new courses carrying names such as Writing for Social Media, Writing for Niche Media, and Writing for Rich Media. In preparation, my colleagues and I researched the available pedagogical literature and then brought in professional writers, journalists, and marketers to help us identify what a modern writing curriculum should look like. Yes, my department’s curriculum revision might have been easier to complete had we had access to these fine chapters, but what Social Media in the Classroom did do for us is confirm that the direction we were taking was not only up-to-date but necessary.

These chapters arrive, too, at a fortuitous time for all of us interested in the written word. Early worries that the Internet in general and social media in particular were corrupting—if not rendering obsolete—solid writing, meaningful expression, and critical thought thankfully seem to be in retreat. In their place is the idea that these technologies, like all technologies, are double-edged swords—they can be wielded for harm or for benefit. This book speaks for the benefit side of that metaphor and offers important commentary on how to best accomplish, and in fact maximize, the good that can come from understanding how to write for these new, liberating, and empowering media.

But the double edge of social media technology also cuts both ways for those of us who teach the use of the written word. Our students are experienced (if not← xiii | xiv → necessarily skilled) media writers when they come to us already engaged in publishing their writing. This makes the classroom a particularly exciting place as we work with digital-native writers who face no barriers to publication. But this can also make the classroom a challenging place. How do we make important what has long been routine to our students? How do we generate respect for the serious work of writing for social media when it has long been personal fun for these always-on writers? How do we encourage the appreciation of the power of well-crafted words and images when passable expression has long been the minimum standard of quality necessary to meet the tastes of their 348 friends and 275 followers? How do we become better teachers of a constantly changing form of writing for a constantly changing media in an academic environment that itself is undergoing constant change? Social Media in the Classroom offers a fine mix of theoretical and practical approaches in answer to these questions.

For all its theoretical and practical clarity, this is also a challenging book. It challenges us to assess our assumptions about, and usual practices for, teaching writing for advertising, public relations, and journalism. It challenges us to examine and critique the philosophies and experiences of its essay authors and adjust them to meet our own pedagogical needs. Social media have changed too much about students, learning, and writing for us to maintain a safe, business-as-usual approach. This book dramatically drives this point home and expertly details a better way forward.← XIV | XV →

Social media have been growing at a tremendous rate while producing massive numbers of users worldwide. Social interaction, business interaction, and dissemination of information have been among the distinct characteristics of social media. Business organizations (such as advertising, marketing, public relations, and journalism) have consequently incorporated social media into their business operations. Such a process has led to the need for skilled staff to manage and operate social media effectively and efficiently, because social media presence has become a must for many for-profit, nonprofit, and not-for-profit business organizations regardless of the type and size. Therefore, many colleges and universities in the United States and abroad have included social media courses in their curricula as a prerequisite for advertising, marketing, public relations, journalism, and so on or as standalone social media courses while offering degrees as well as certificates in this new area of study to prepare students for the job market. Many instructors are interested in utilizing social media in their respective area of teaching, yet most often such a task might not be easily achieved due to limited resources or training.

This book can prove to be an indispensable resource for teaching the application of social media in advertising, public relations, and journalism at the undergraduate and graduate levels. It provides a truly comprehensive and tremendous source for teaching the application of social media in these areas of study by educators who were drawn from 18 prominent universities within the United States, the United Kingdom, and Australia. All of the contributors have been heavily involved in teaching the usage of social media in advertising, marketing, public relations, and journalism.← xv | xvi →

The book consists of 12 chapters of scholarly work involving teaching the application of social media in advertising, public relations, and journalism. Each chapter encompasses its own related theories, method, application, and assignment(s). Indeed, the book is comprised of 12 sections of related theories, 12 different social media teaching methods, 12 different social media applications, and 20 social media assignments/projects that were successfully applied in teaching advertising, public relations, and journalism. The assignments/projects furnish students with hands-on experience of the application of social media in these fields at the undergraduate and graduate levels. Although these three fields were selected for this volume, the teaching methods contained in this book can naturally be applied and adapted to other disciplines in the social sciences, business, education, health, and so forth.Equally important, this book can also be an excellent source for practitioners working in the fields of advertising, public relations, journalism, and so on as well as for those instructors and students who are interested in exploring such a subject area. Below are brief abstracts about the chapters in this book.


XIX, 240
ISBN (Hardcover)
ISBN (Softcover)
Publication date
2018 (November)
Classrom Teaching Social Media Social Media Implementing Social Media Multimedia stories Advertising Public relations
New York, Bern, Berlin, Bruxelles, Frankfurt am Main, Oxford, Wien, 2016. XIX, 240 pp.

Biographical notes

Hana S. Noor Al-Deen (Volume editor)

Hana S. Noor Al-Deen (PhD, SUNY at Buffalo) is Professor of Communication at the University of North Carolina Wilmington. She was the lead co-editor of Social Media and Strategic Communications (2013) and Social Media: Usage and Impact (2011).


Title: Social Media in the Classroom
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