978-1506387109 Chapter 2

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Freberg, Social Media for Strategic Communication, 1e

SAGE Publishing, 2019

Ice Breaker Questions and Exercises

• Ask the students if they had one platform they could be on and get off others, which one would

it be?

• Have the class define social media. List the attributes and characteristics they all come up with.

Create a crowdsourced definition of what social media means to the class.

• Have them introduce themselves only in emojis.

• Partner students together (those who have never met before). Have them exchange names, and

the students introduce themselves to the class based only on what they find out through

Google, Social Searcher, or through reviewing their social media profiles.

Areas to Cover

• Everyone has their own ideas of how social media should be defined. However, this is an

evolving concept that is constantly changing.

Multimedia Resources

• Gary Vaynerchuk: Document, Don’t Create (https://youtu.be/RVKofRN1dyI)

• Social Media Evolution (Erik Qualman): https://www.youtube.com/watch?v=odoYOuvwjDE

• How to make a splash on Social Media

(https://www.ted.com/talks/alexis_ohanian_how_to_make_a_splash_in_social_media)

• TED The Power of Social Media playlist

(https://www.ted.com/playlists/397/the_power_of_social_media)

Additional Materials

• Additional case studies to show students and discuss from Talkwalker:

https://www.talkwalker.com/blog/great-social-media-campaigns-2018-marketing-strategy

Assignments and Exercises from Portfolio-Building Activities in Social Media

• Creative Exercise Assignments

Chapter 2: Ethical and Legal Fundamentals of Social Media

Learning Objectives

• Identify key concepts that are important to social media ethics and law.

• Define ethics and construct your own ethical standards for social media.

• Recognize the consequences and challenges social media raises for legal and ethical purposes.

• Explain key ethical and legal principles for establishing a social media policy.

Freberg, Social Media for Strategic Communication, 1e

SAGE Publishing, 2019

• Understand the current ethical and legal landscape for working in social media.

Ice Breaker Questions and Exercises

• Ask the students to review the Terms of Services Document for each of the major platforms.

Have them report what they found to be interesting, surprising, or scary to the class.

• Ask the students to discuss the ethics of social media: What are okay behaviors to do on social

media? What actions would not be acceptable? Crowdsource a social media policy for the class.

Areas to Cover

• Like all aspects of media, there is a dark side and a light side. It’s important to have a balanced

view of how to approach the ethical and legal considerations for social media.

• Social media constantly is bringing forth new challenges like cyberbullying, hacking, privacy, and

the rise of fake news for professionals to navigate across the social media platforms.

• Public shaming is a growing concern on how it impacts the reputation of someone beyond the

incident.

Multimedia Resources

• Social Media Marketing and the Law: https://www.youtube.com/watch?v=—s2sfm9JkI

• Cyberbullying and Social Media: https://www.youtube.com/watch?v=ES6nUrsVFQU

• Jon Ronson: When public shaming goes too far (TED talk):

https://www.ted.com/talks/jon_ronson_what_happens_when_online_shaming_spirals_out_of_

control

• How to think about digital tattoos

(https://www.ted.com/talks/juan_enriquez_how_to_think_about_digital_tattoos)

• danah boyd—“Privacy, Ethics, and Social Media: Understanding What You Think You See”—

YouTube http://ow.ly/o4VF30hrsNV

• How to Be Professional on Social Media! | The Intern Queen—YouTube

http://ow.ly/coPz30hrsPx

Additional Materials

• Wendy’s Reddit AMA: http://www.adweek.com/creativity/10-things-we-learned-about-wendys-

twitter-from-its-reddit-ama/

• FTC, Harlem Shake and Net Neutrality: http://mashable.com/2017/12/14/harlem-shake-net-

neutrality-video/#f_JApVeYBDq9

Freberg, Social Media for Strategic Communication, 1e

SAGE Publishing, 2019

Assignments and Exercises from Portfolio-Building Activities in Social Media

• Social Media Policy Assignment

• Social Media Code of Ethics