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PRL8008 Social Media for Organisations

Semester 2, 2017 Online
Short Description: Social Media for Organisations
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Arts and Communication
Student contribution band : Band 1
ASCED code : 100700 - Communication & Media Studies
Grading basis : Graded


Examiner: Matt Grant


Social media has grown beyond its origins to become a global phenomenon capable of significantly influencing governments, economies and cultures. Managers of all disciplines and public relations practitioners alike need to be aware of emerging trends as well as understanding why social media is becoming so significant in Western societies, and how it can influence as well as prejudice consumers in their perceptions.


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.


On successful completion of this course students will be able to:

  1. demonstrate knowledge of the role of social theory and participatory culture in organisations
  2. critically analyse and synthesise social theory and participatory culture and the core elements of contemporary social media platforms from an organisational perspective
  3. differentiate between social media platforms and appropriate application across a range of contemporary contexts
  4. apply social media management approaches to maximize engagement opportunities while minimizing risk
  5. generate and evaluate information pertinent to social media application for transformation in context.


Description Weighting(%)
1. Social theory 10.00
2. What is social media? 10.00
3. Critical thinking and critical theory 10.00
4. Participatory culture 10.00
5. Writing for social media platforms 15.00
6. Influence in the market - contemporary social media 15.00
7. The limitations of contemporary social media 10.00
8. Organisational social media management 10.00
9. The economy of social media 10.00

Text and materials required to be purchased or accessed

ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (

Please contact us for alternative purchase options from USQ Bookshop. (

  • Fuchs, C 2014, Social media: a critical introduction, Sage Publications Ltd.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.

Student workload expectations

Activity Hours
Directed Study 80.00
Independent Study 85.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
ASSIGNMENT 1 100 30 07 Aug 2017
ASSIGNMENT 2 100 30 11 Sep 2017
ASSIGNMENT 3 100 40 19 Oct 2017

Important assessment information

  1. Attendance requirements:
    Students must attend and complete the requirements of the Workplace Health and Safety training program for this course where required.

    External and Online:
    There are no attendance requirements for this course. However, it is the students? responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

    It is the students? responsibility to attend and participate appropriately in all activities (such as lectures, tutorials, laboratories and practical work) scheduled for them, and to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

  2. Requirements for students to complete each assessment item satisfactorily:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks.

  3. Penalties for late submission of required work:
    Students should refer to the Assessment Procedure (point 4.2.4)

  4. Requirements for student to be awarded a passing grade in the course:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course.

  6. Examination information:
    Not applicable.

  7. Examination period when Deferred/Supplementary examinations will be held:
    Not applicable.

  8. University Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at

Other requirements

  1. Students can expect that questions in assessment items in this course may draw upon knowledge and skills that they can reasonably be expected to have acquired before enrolling in the course. This includes knowledge contained in pre-requisite courses and appropriate communication, information literacy, analytical, critical thinking, problem solving or numeracy skills. Students who do not possess such knowledge and skills should not expect to achieve the same grades as those students who do possess them.