Overview

This unit introduces students to methods of individual and organisational methods of social media branding and engagement practices. Students will use a critical analysis of social media cultures and their articulation into professional audience engagement practices. Students will also be taught how to create social media content in response to audience analytics and to build communities around engagement practices.

Requisites

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 2
Location
Hawthorn
Start and end dates
04-August-2025
02-November-2025
Last self-enrolment date
17-August-2025
Census date
31-August-2025
Last withdraw without fail date
19-September-2025
Results released date
09-December-2025

Learning outcomes

Students who successfully complete this unit will be able to:

  • Undertake and present a critical analysis about the social, cultural and technological aspects of social media cultures of engagement
  • Plan and produce a social media content strategy to branding and engagement in an individual and an organisational context
  • Apply research about specific social media platform analytics and content creation techniques to evaluate branding and engagement practices over time
  • Identify, discuss and implement social media branding and engagement practices according to systematic, rigorous and ethical professional values for online spaces

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
Online
Lecture (asynchronous)		 1.00  12 weeks  12
On-campus
Class		 2.00  12 weeks  24
Specified Activities
Various		 5.00  12 weeks  60
Unspecified Activities
Independent Learning		 4.50  12 weeks  54
TOTAL     150

Assessment

Type Task Weighting ULO's
AnalysisIndividual 30% 1,3 
Development of Designed Communications and Strategy DocumentIndividual 40% 1,4 
Online AssignmentIndividual 30% 2,3 

Content

  • 'Branding' and 'engagement' in a social media context
  • Social media platforms 'cultures'
  • User engagement and sharing
  • Social, cultural and technological aspects of social media engagement
  • Differences between branding and engagement practices
  • Using audience analytics to build communities around branding and engagement practices
  • Graduate Attribute – Communication Skills: Communicating using different media
  • Graduate Attribute – Teamwork Skills: Collaboration and negotiation
  • Graduate Attribute – Digital Literacies: Information literacy

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.