Learn how to develop, manage and protect a company’s online reputation through social media including Facebook and Twitter.
Starts on May 30, 2016
- Length: 6 weeks
- Effort: 3-4 hours per week
-
Price:
Free
Add a Verified Certificate for $49 - Institution: CurtinX
- Subject: Business & Management
- Level: Introductory
- Languages: English
- Video Transcripts: English
Prerequisites
Students should have an understanding of marketing and public relations concepts. Students also need an understanding of different online platforms.About this course
In this course, you’ll take on the role of a
communications manager for a fictional organisation, making key
decisions that will affect its online reputation.
You will experience:
The digital landscape is fast-paced and continually changing, yet is an equally challenging and exciting environment in which to work. This course is relevant to anyone working in marketing, communications, public relations, social media and advertising.
Please note: The course consists of 6 modules, however, the entire course will be open for 8 weeks allowing a week at the start for student orientation and a week at the end to finalise assessments.
You will experience:
- how to build a robust and sustainable online reputation
- the positives of building a strong participatory culture
- how to manage social media issues based on a real-life examples
- how to manage a crisis and respond appropriately across multiple platforms.
The digital landscape is fast-paced and continually changing, yet is an equally challenging and exciting environment in which to work. This course is relevant to anyone working in marketing, communications, public relations, social media and advertising.
Please note: The course consists of 6 modules, however, the entire course will be open for 8 weeks allowing a week at the start for student orientation and a week at the end to finalise assessments.
What you'll learn
You'll learn how to:
View Course Syllabus
- manage an organisation’s online reputation
- apply reputational management principles to manage online issues and crises
- build a strong participatory culture to engage your audience.
Course Syllabus
Week 1: Corporate reputation in the digital ageIn this module you will:
- identify what a corporate reputation is and why it is important
- examine how the digital age has affected reputation management
- identify the types of reputational risk that exist online and the difference between an issue and a crisis
In this module you will:
- explain what participatory culture is and why it is important
- utilise the audience as co-creator of the story and brand
- recommend ways in which to build a strong participatory culture
In this module you will:
- examine how the traditional media cycle has changed and the broader definition of who ‘the media’ is now
- explain how online reputation affects offline reputation and whether an organisation can separate the two
In this module you will:
- examine how to build a reputation – conversation and coverage
- demonstrate how to protect a reputation in times of adversity
- monitor your reputation and act on issues
In this module you will:
- identify ways to embrace online negativity/criticism
- explain how to respond to a crisis online
- debrief after a crisis and evaluate your response
In this module you will:
- examine how ethics relates to corporate reputation
- articulate how to be authentic and speak ‘beyond the corporate voice’
- compare best practice in building a sustainable corporate brand online
No comments:
Post a Comment