SMD102 - Social Media Engagement in Private and Public

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Last revision date 2017-05-29 00:00:59.885
Last review date 2017-08-07 00:15:03.752

Subject Title
Social Media Engagement in Private and Public

Subject Description
This subject will explore how social media is used differently in the government and non-profit sectors, contrasting as needed with the use of social media in the private sector for marketing to consumers. Focus will be put on how social media is used to engage, raise awareness, advocate, and/or market ideas for the different audiences and stakeholders relevant to the non-profit and government sectors. And consideration will be given to the concepts of networking and influence how they can be actualized using social media through connection, engagement, influence and action.

Credit Status
SMD102 is a compulsory credit subject for students in the Social Media Communication Graduate Certificate. It is a pre-requisite for the remaining courses in the Social Media
Communication Graduate Certificate.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

  1. Examine social media platforms to see how engagement varies by audience and stakeholder group

  2. Analyze social media usage to determine how it is used in the public (government, agencies) and non-profit sectors
  3. Identify intended audiences for social media campaigns

  4. Exhibit awareness of social media usage and advocate for responsible communication

  5. Prepare a social media campaign that raises awareness and maintains engagement with an identified public sector or non-profit audience

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Manage the use of time and other resources to complete projects.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.