1

Postgraduate Program of The London School of Public Relations-Jakarta

Revised: 02

Course Subject

Social Media in Business

Date / Lecturer

Dr. Rino F. Boer &

Hersinta, M.Si.

Code of Subject / Credit

SMB / 4

Valid date

24 February 2014

Subject
Description

This unit is endorsed by CfA, the council for administration, and e-skills UK, the sector skills council for business and
information technology.

Objective/
general aims

This unit is about using social networking for business in a cost effective and time efficient way.

Teaching Strategy
No

Specific Objectives

Topics

Sub Topics

Students will be able

to evaluate external
social networking tools
for a business PART
1

Define social
networking (1.1) &
identify current
external social
networking tools for
the geographical
location of a
business (1.2)

Explanation will cover

a topics such as :
external social
networking tools :
Facebook
LinkedIn
Twitter
Google Plus
Youtube
Orkut (Brazil)
Local social
networking (Koprol
etc.)
Etc.

Presentation,
discussion,
question &
answer

Compare the
functionality and
features of different
external social
networking tools
(1.3); describe the
limitations (1.4),
select the external
social networking
tools for a business

Functionality for
example: length of
message, frequency,
formal,
informal,competitive
and media.

Presentation,
discussion,
practice,
question &
answer

Date: 26/2 Reguler

Class/R
1/3 Executive
Class/E

Students will be able

to evaluate external
social networking tools
for a business PART
2
Date: 5/3 R & 8/3 E

Features: these are

product specific and
can change.

Method

Media

Infocus
White
Board

Durati
on
2.5 h

References

Unit 303- Syllabus of

social networking
management for a
business.
Erik Qualman (2011)
Chapter 1 & 2
Lon Safko & David K
Brake (2009)

Infocus
White
Board
+
Computer
Lab.

2.5 h

Unit 303- Syllabus of

social networking
management for a
business.
Erik Qualman (2011)
Chapter 1 & 2

(1.5) and justified

the selected ones
(1.6).

The students will

understand: how to
classify the social
networking audiences
of a business PART
1
Date: 12/3 R & 15/3 E

Explain the potential

uses of grouping
people in social
networking tools
(2.1).

Limitations: for
example: privacy,
security, personal vs
business profile,
spam/hackers, time
management.
Uses for example:
targeted marketing,
influencing, listening,
brand ambassadors,
amplification.

Presentation,
discussion,pra
ctice, question
& answer

Infocus
White
Board +
Computer
lab.

2.5 h

Unit 303- Syllabus of

social networking
management for a
business
Mary Thomas (2012)

Identify the
audience groups for
social networking for
a business (2.2)

The students will

understand: how to
classify the social
networking audiences
of a business PART
2

Explaint the
importance of
evaluating the need
for brand
ambassadors in
social networking for
a business (2.3)

Date: 19/3 R & 22/3 E

Explain how to
recognize brand
ambassadors (2.4)

Brand ambassadors:
extend your marketing
reach , generally
positive about the
brand, help out in
community forums etc.

Explain how to
ensure the validity

Presentation,
discussion,
question &
answer

Infocus
White
Board

2.5 h

Unit 303- Syllabus of

social networking
management for a
business
Mary Thomas (2012)

and credibility of
brand ambassadors
(2.5)
Explain how to
manage brand
ambassadors (2.6)
5

The students will

understand: how to
classify the social
networking audiences
of a business PART
3

Explain the
importance of
evaluating the need
for influencers in
social networking for
a business (2.7)

Date:26/3 R & 29/3 E

Explain how to
recognize the
influencer (2.8)

Influencers: can extend

the marketing reach
may not be positive
about the brand, could
be impartial

Explain how to
ensure the validity
and credibility of
influencers (2.9)
Explain how to
manage influencers
(2.10)
Compare brand
ambassadors and
influencers (2.11)

Presentation,
discussion,pra
ctice, question
& answer

Infocus
White
Board +
Computer
lab.

2.5 h

Unit 303- Syllabus of

social networking
management for a
business.

Students will be able

to use social media
management tools in
relation to social
networking PART 1
Date: 2/4 R & 5/4 E

Students will be able

to use social media
management tools in
relation to social
networking PART 2
Date: 9/5 R & 12/4 E

Define the term

social media
management tool
(3.1)
Explain the
importance of using
social media
management tools
in relation to social
networking (3.2)
Explain the
disadvantage of
using social media
management tools
(3.3)
Use a social media
management tool to
group an audience
relevant to a
business (3.4)
Use a social media
management tools
to schedule content
relevant to a
business (3.5)

Importance: for
example: productivity
and efficiency, global
visibility, schedulling
content for appropriate
time

Presentation,
discussion,
question &
answer

Infocus
White
Board

2.5 h

Jim Sterne (2010)

Lon Safko & David K
Brake (2009)

Disadvantages: for
example: missing
audience, perception of
spamming, dominating
the conversation

Share content includes Presentation,

sharing links, videos,
discussion,pra
images
ctice, question
& answer
3.5. & 3.6 AC are
linked and should be
delivered together

Use a social media

management tool to
share content

Unit 303- Syllabus of

social networking
management for a
business.

Infocus
White
Board +
Computer
lab.

2.5 h

Unit 303- Syllabus of

social networking
management for a
business
Jim Sterne (2010)

relevant to a
business (3.6)
Explain the benefits
of using short-URLs
within content (3.7)
8

PRACTICAL
TEST/MID EXAM:
Students will be able
of using social
networking tools for
marketing purposes.

Follow the
instruction

Computer
Laboratori
um

3h

Infocus
White
Board

2.5 h

Unit 303- Syllabus of

social networking
management for a
business

Presentation, Infocus
discussion,pra White

2.5 h

Unit 303- Syllabus of

social networking

Date: On the reading

week (18.30am at
15/4 for both class R
& E)
9

Students will be able

to use social media
management tools in
relation to social
networking PART 3
Date: On the reading
week (18.30am at
16/4 for both class R
& E)

10

Students will be able

to carry out a risk

Use a social media

management tool to
listen to content
relevant to a
business (3.8)
Use a social media
tool to have ongoing dialogue with
an audience
relevant to a
business (3.9)
Compare risk
analysis and digital

Listen , this is finding, Presentation,

discovering, searching, discussion,
for, monitoring content question &
answer
On going dialogue, for
example: engage, build
relationship, discuss

4.2 and 4.3: AC are

linked and should be

analysis and create a

digital crisis
management plan in
relation to social
networking for a
business PART 1

crisis management
(4.1)

delivered together

ctise, question Board +

& answer
Computer
Lab.

management for a
business

Explain the
importance of
monitoring for risks
(4.2)

Erik Qualman (2011)

Chapter 7 & 8
Luthfie (2012)

Date: 23/4 R & 26/4 E

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Students will be able

to carry out a risk
analysis and create a
digital crisis
management plan in
relation to social
networking for a
business PART 2

Carry out a risk

analysis in relation
to social networking
for a business (4.3)
Create a digital
crisis management
plan in relation to
social networking for
a business (4.4)

Learned from the good Presentation,

and bad practices.
discussion,
question &
answer

Infocus
White
Board

2.5 h

Unit 303- Syllabus of

social networking
management for a
business.
Erik Qualman (2011)
Chapter 7 & 8
Luthfie (2012)

Date: 30/4 R & 3/5 E

12

Students will be able

to use social
networking
measurement and
monitoring tools for a
business PART 1
Date: 7/5 R & 10/5 E

Define the term

social networking
measurement and
monitoring (5.1)
Identify social
networking
measurement and
monitoring tools

Social networking
measurement and
monitoring tools: for
example; free, paid for,
manual, automatic.
The ground rules of
social media metrics

Presentation,
discussion,
question &
answer

Infocus
White
Board

2.5 h

Unit 303- Syllabus of

social networking
management for a
business.
Hoffman & Fodor (2010).
Jim Sterne (2010).

(5.2)
13

Students will be able

to use social
networking
measurement and
monitoring tools
for a business
PART 2
Date: 14/5 R & 17/5 E

14

Students will be able

to use social
networking
measurement and
monitoring tools
for a business
PART 3
Date: 21/5 R & 24/5 E

15

Students will be able

to use social
networking
measurement and
monitoring tools
for a business
PART 4

Explain the potential

uses of social
networking
measurement and
monitoring tools
(5.3)
Explain the
limitations of social
networking
measurement and
monitoring tools
(5.4)
Measure the amount
of engagement and
amplification on
social networking for
a business (5.5)

Measure the ROI of

social media
marketing

Presentation,
discussion,pra
ctise, question
& answer

Infocus
White
Board +
Compt.
Lab.

2.5 h

Unit 303- Syllabus of

social networking
management for a
business.
Hoffman & Fodor (2010).

Changes in sentiment:
positive, positive
neutral, neutral,
negative neutral,
negative.

Presentation,
practice,
discussion,
question &
answer

Infocus
White
Board +
Compt.
Lab.

2.5 h

Unit 303- Syllabus of

social networking
management for a
business.

Presentation,
discussion,
practice,
question &
answer

Infocus
White
Board +
Compt.
Lab.

2.5 h

Unit 303- Syllabus of

social networking
management for a
business

Analyse changes in
sentiment to social
networking for a
business (5.6)
Recommend
improvements to
social networking for
a business (5.7)

Date: 28/5 R & 31/5 E

16

LSPR FINAL EXAM

Written Ex.

ClassR

2.5h

Date: 4/6 for Regular

Class & 7/6 for
Executive Class
LSPR EXAM RESULT

Date: 11 June 2014

Coordination Meeting (internal) on 12 June 2014
Registration on Walled Garden will be held on 16- 18 June 2014.
Coordination Meeting with C&G on 20 June 2014
C&G EXAM
Date: 27 June 2014 Written Exam (TASK A) 5.30pm 9pm at PGP Campus
28 June 2014 Practical Exam (TASK B & C) 9am to 3pm at Campus B & C
5 July 2014 Practical Exam (Submission of TASK C)
Date: 8 July 2014 Submission of grades to External Verifier
Date: 10 July 2014 Submission of grades to Academic
Date: 12 Juy 2014

Submission of exam documents to External Verifier & Practical name List to C&G

References:
1. Hoffman, Donna L., Fodor, Marek. (2010). Can you measure the ROI of your social media marketing?
MIT Sloan Management Review.

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2. Luthfie, Nukman. (2012). E-Commerce for brand, its time: building e-commerce strategy for your
brand, learning from local case.
3. Qualman, Erik. (2011). Socialnomics: how social media transforms the way we live and do business.
Canada: John Wiley and Sons, Inc.
4. Safko, Lon., Brake, David K. (2009). The social media bible: tactics, tools, and strategies for business
success. New Jersey: John Wiley & Sons, Inc.
5. Sterne, Jim. (2010). Social media metrics: how to measure and optimize your marketing investment.
Canada: John Wiley and Sons, Inc.
6. Thomas, Mary. (2012). Social media made simple. London: Appletree Publications.

Prepared by :

Checked by :

Authorized by :

Dr. Rino F.Boer

Assessor
Tgl.
| | 2013

Olivia Hutagaol, M.Si.

Internal Verifier
Tgl.
|
| 2013

Mr. Ravi Makhija

Internal Coordinator
Tgl.
|
| 2013

http://www.steamfeed.com/brand-influencers-brand-ambassadors-different/

https://www.searchenginejournal.com/identify-best-socialmedia-influencers/140074/
http://simplymeasured.com/blog/how-to-define-identify-and-engage-social-media-influencers-for-yourbrand/#sm.001j836bnk66czd11da21fd6sww8k
https://gambitnash.co.uk/blog/2015/09/03/brand-ambassador-vs-social-influencer/
http://www.slideshare.net/simplify360/5-reasons-why-influencer-marketing-is-the-best

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