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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.
