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Social media has grown beyond its origins to become a global phenomenon capable of significantly influencing governments, economies and cultures. Managers of all disciplines and public relations practitioners alike need to be aware of emerging trends as well as understanding why social media is becoming so significant in Western societies, and how it can influence as well as prejudice consumers in their perceptions.

This course examines social media, its role in participatory culture and the increasing transference of influence from organisations to individuals and other organisations via various digital platforms.
By examining the definitions of social media in a contemporary context this course looks at how organisations can leverage emerging social media opportunities within the regulatory and social frameworks.
The course provides an overview of social theory and critically examines participatory culture, and the effective scope of contemporary social media platforms from an individual and organisational perspective.
The monetisation of social media together with the emergence of data mining and other trends critically evaluate the future direction of social media as an organisational communication tool.

On successful completion of this course students should be able to:

1. demonstrate knowledge of the role of social theory and participatory culture in organisations;
2. critically analyse and synthesise social theory and participatory culture and the core elements of contemporary social media platforms from an organisational perspective;
3. differentiate between social media platforms and appropriate application across a range of contemporary contexts;
4. apply social media management approaches to maximize engagement opportunities while minimizing risk;
5. generate and evaluate information pertinent to social media application for transformation in context.