Social Media Campaigns (12082)

Available teaching periods	Delivery mode	Location
View teaching periods	On-campus	Bruce, Canberra
EFTSL	Credit points	Faculty
0.125	3	Faculty Of Arts And Design
Discipline	Study level	HECS Bands
School Of Arts & Communication	Level 3 - Undergraduate Advanced Unit	Band 2 2021 (Commenced Before 1 Jan 2021) Band 4 2021 (Commenced After 1 Jan 2021) Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)

Introduction

The rise of social and digital media has transformed communication, branding, and stakeholder relationships for organisations. This unit immerses you in this exciting landscape, teaching you to strategically use social and digital media to achieve organisational objectives, manage reputation, and foster engagement. You驴ll learn how to conduct social media listening and monitoring, develop a content strategy, collaborate with influencers and thought leaders, and create and curate compelling content for your audiences. By researching, designing, implementing, and evaluating your own social media campaign, you'll gain hands-on experience and the professional insights necessary to thrive in the rapidly evolving world of strategic communication.

Learning outcomes

Upon successful completion of this unit, students will be able to:
1. Demonstrate best practices in strategic social media use across all stages of the campaign planning process;
2. Analyse social media trends, audiences, and content performance, and interpret analytics to make data-driven decisions for continuous improvement;
3. Design a social media strategy to achieve organisational goals; and
4. Create social media content that resonates with audiences, aligns with organisational strategy, and adheres to ethical and legal standards.

Graduate attributes

1. 含羞草视频 graduates are professional - employ up-to-date and relevant knowledge and skills
1. 含羞草视频 graduates are professional - communicate effectively
1. 含羞草视频 graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. 含羞草视频 graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
1. 含羞草视频 graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. 含羞草视频 graduates are professional - take pride in their professional and personal integrity
2. 含羞草视频 graduates are global citizens - make creative use of technology in their learning and professional lives
2. 含羞草视频 graduates are global citizens - behave ethically and sustainably in their professional and personal lives
3. 含羞草视频 graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. 含羞草视频 graduates are lifelong learners - evaluate and adopt new technology

Prerequisites

Students must have passed 36 credit points.

Corequisites

None.

Incompatible units

None.

Equivalent units

11104 Digital Engagement and Analytics AND 9034 Digital PR and Media Relations

Assumed knowledge

None.

Availability

Availability for enrolment in 2027 is subject to change and may not be confirmed until closer to the teaching start date.

Year	Location	Teaching period	Teaching start date	Delivery mode	Unit convener
2026	Bruce, Canberra	Semester 2	10 August 2026	On-campus	Ms Prue Robson
2027	Bruce, Canberra	Semester 2	09 August 2027	On-campus	Ms Prue Robson

Timetable

The information provided should be used as a guide only. Timetables may not be finalised until week 2 of the teaching period and are subject to change. Search for the unit .

Resources

Required texts

Freberg, K. 2026. Social Media for Strategic Communication: Creative Strategies and Research-Based Applications, (3rd ed.) is a recommended text for this unit.

Karen Freberg is one of the leading academic experts in social media campaigns, and her work is very practical and hands-on. This text is an excellent resource for those interested in working in/with social media. It's one you can take into the working world and keep referring to for many years.

Copies are available via the Library. If you would prefer your own copy, an e-book version can be purchased or rented direct from .

Additional readings will be available from the library via the Reading List link on Canvas.

Assessment requirements

Submission of assessment items

Extensions & Late submissions

Artificial Intelligence 鈥� Guided

Students will be guided in how GenAI must/may be used in completing the assessments in this unit as detailed in the assessment instructions on 含羞草视频Learn (Canvas) for this unit. More detailed information can be found at GenAI and Assessment at 含羞草视频.

The Library Guide provides further information, including how to reference GenAI.

Academic integrity

Students must apply academic integrity in their learning and research activities at 含羞草视频. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.

Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.

含羞草视频 students have to complete the annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).

含羞草视频 uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.

Information is provided in the , , and 含羞草视频 (Student Conduct) Rules 2023. For further advice, visit Study Skills.

Student responsibility

Participation requirements

While attendance at tutorials is not compulsory, it may be difficult to pass the unit without regular attendance. All assessments include components that will be developed during tutorial activities, and students who do not attend regularly may find it more difficult to complete the assessment requirements successfully. A2 and A3 involve group collaboration, and tutorial time will be allocated for students to work with their teams, make project decisions and receive advice and feedback from the tutor. Attendance in Week 10 is particularly important. During this tutorial, teams will establish their social media accounts, confirm access and account-management arrangements, and prepare to launch their campaigns. Active participation in this session will be important to completing A3 successfully.

Required IT skills

This unit requires a basic familiarity with social media platforms. Extra resources will be provided to assist students who are not familiar with specific social media platforms.

含羞草视频

含羞草视频