Social Media in Public Relations

Have you ever wondered why some videos go viral while others flop or how some companies have successfully leveraged Facebook and Twitter to reach out to their customers and clients? How are some companies able to effectively navigate the world of social media and build thriving online communities while others flounder, crash and burn? These questions along with many others concerning the use of, management and effects of social media in today’s world will be covered in this course.

Embark on a journey into the realm of social media in public relations and explore the dynamics and management of social media and how it has changed public relations. We will examine the impact of digital influence, the relationship between traditional and social media as well as some of the pitfalls in the use of social media. You will also learn how to cultivate and manage relationships in social media, engage the online community, and plan and manage online content. We will also take a look at some ways of to measure and evaluate social media campaigns.

Social Media in Public Relations is course 4 of 5 in the Public Relations For Digital Media Specialization.

This Specialization provides an overview of the public relations field, emphasizing the strategic role of PR management in achieving long-term business goals. You’ll study the case examples and theoretical concepts that inform PR best practices, and you’ll gain practical experience conducting qualitative and quantitative research, planning campaigns, and optimizing social media content. In the final Capstone Project, you’ll create a strategic communication plan in response to a real-world PR problem.

How to Pass the Course
Pass all graded assignments to complete the course.

Week 1: Introduction to Social Media in Public RelationsSocial Media in Public Relations

Specialization Introduction
Introduction
Social Networks, Web 1.0, and Web 2.0
The Fifth P
Social Media and Crisis Communication

If you would like to read more about the details of this course, click here!

Week 2: Using Social Media for Engagement and Relationship Management

Management and Strategies
Creating Genuine Relationships
Engagement Strategies

If you would like to read more about the details of this course, click here!

Week 3: Content Creation and Management

Nature of Content
How Ideas Spread
Creating Viral Content

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Week 4: Research and Evaluation

Importance of Evaluation
Measuring Social Media
Social Listening
Difficulties in Social Media Evaluation

If you would like to read more about the details of this course, click here!

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National University of Singapore

National University of Singapore

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