COURSE TITLE: Social Media and Digital Publishing

Course Code: JM 215 Credit Value: 3 Credits

Contact Hours

• Lectures: 2 hours/week

• Practical / Digital Media Laboratory: 2 hours/week

Duration: 15 Weeks (One Semester) Prerequisite: JM 214 – Digital Media Production II

1. Course Description

This course examines the principles, strategies, technologies, and professional practices of social media communication and digital publishing in contemporary journalism and media industries. Students develop competencies in planning, producing, publishing, managing, and evaluating digital content for websites, blogs, social media platforms, and mobile applications.

The course explores digital publishing systems, social media strategies, audience engagement, search engine optimisation (SEO), digital branding, analytics, online community management, content moderation, platform governance, accessibility, and emerging technologies. Students learn to integrate multimedia content into effective digital communication strategies while adhering to ethical, legal, and professional standards.

Practical laboratory sessions provide hands-on experience in developing digital publishing projects, managing social media campaigns, analysing audience metrics, and producing content optimised for diverse digital platforms.

The course prepares students for careers in digital journalism, social media management, digital marketing communication, online publishing, content strategy, and multimedia communication.

2. Course Objectives

By the end of this course, students should be able to:

1. Explain the principles and practices of social media communication and digital publishing.

2. Develop digital content strategies for journalism and organisational communication.

3. Publish and manage multimedia content across websites and social media platforms.

4. Apply search engine optimisation (SEO) and accessibility principles to digital content.

5. Evaluate audience engagement using digital analytics.

6. Manage online communities and digital communication campaigns.

7. Apply ethical, legal, and professional standards in digital publishing.

8. Develop integrated digital publishing projects for professional communication.

3. Learning Outcomes

Upon successful completion, students will be able to:

• Explain the role of social media and digital publishing in contemporary communication.

• Produce and publish multimedia content for multiple digital platforms.

• Develop platform-specific content strategies for diverse audiences.

• Apply SEO, metadata, and accessibility principles to digital publications.

• Manage online communities using effective engagement strategies.

• Analyse digital performance using analytics and audience insights.

• Apply ethical and legal principles to digital publishing and social media practice.

• Produce a professional digital publishing portfolio.