Apr 23, 2024  
University Catalog 2021-2022 
    
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University Catalog 2021-2022 [ARCHIVED CATALOG]

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URS-6270: Building Effective Online Communication Strategies for Social Change

While non-profits have traditionally treated online channels like electronic megaphones, effective virtual communication is rooted in listening and engagement. In social change work our goal is to build power and movements. Online communications can support that goal by establishing a federated sense of ownership in movement dialogue and action. The purpose of this course is to build student understanding and experience of ways effectively to align an online communication campaign with the goals and aspirations and activities of their campaigning and advocacy work. This course will expose students to methods and strategies for creating an effective online communication campaign to advance social change activities. Towards this end, each student will: ? choose a topic/issue/product upon which to base their campaign ? learn how to build a story narrative with a particular audience(s) in mind ? learn how to advance that story over time and through various communications channels to engage and involve the target audience(s) Through the process of building a comprehensive/articulated communication plan students will leave the course with an understanding of: ? how to effectively coordinate use various online communication channels (Facebook, email, Twitter, etc.) ? how to evaluate the effectiveness of their messaging with available analytics tools and by listening for results and propagation of messages. ? how to build a calendar and workflow for responsive two-way communication with large diverse audiences
Min. Credits: 1.0
Credit Basis: Semester credit
Location(s): Antioch Univ Los Angeles
Method(s): Classroom,Online (asynchronous)
Faculty Consent Required: N
Program Approval Required: N
Course Type Environmental Studies and Sustainability


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