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

Prerequisites

Must have passed 24 credit points.

Corequisites

None.

Incompatible units

None.

Equivalent units

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

Assumed knowledge

None.