My new class “Social media and the 2012 election” starts next week and I wanted to post my syllabus for public comment.
This is a class that I taught for the first time in 2008 during the Obama campaign. After the election the president was praised for his Internet strategy that complemented his traditional campaigning and many scholars have pointed out that he was able to motivate non-voters via social media to go to the polling booths.
Between 2009 and 2012 I spent a lot of time trying to understand how the lessons learned during the successful presidential campaign can be used for day-to-day governing activities. While the Open Government mandate pushed a lot of efforts in the U.S. federal agencies forward to invest time and resources into harnessing new technologies, government agencies are also facing many challenges when using social media. For that purpose, I observed and interview social media directors in the U.S. federal government to understand their strategic, managerial, and administrative decision making and the resulting social media tactics.
This class is therefore based on my research on social media in the public sector. It observes in real-time who the public, news organizations and the candidates are using social media until election day. It grounds the observations in theoretical sociological and information management concepts. The goal is to teach the underlying concepts and managerial skills future social media managers need – not only in government, but also in the nonprofit and corporate world. Guest speakers will complement lectures and class discussions.
Here is the syllabus. I would love to hear your comments and suggestions for improvements!