Social Media Innovation by Prof. Johnson


Reading assignments for the rest of the of semester

Here are the reading assignments from now through the end of the semester:

Week 11 – For 4/7 class meeting

Discussion question prior to 4/7 class: Read My Blog!

Class Topic: Search engine optimization

Class Preparation:

(a) Read the Wikipedia entry on search engine optimization.

(b) Download and skim the Google Search Engine Optimization Starter Guide.

(c) Visit, and and search for the same search term in all three. (If you can’t think of anything else, search for “steven l. johnson”). Of the top 10 results, how many are the same? How many are different?

Week 12: For 4/14 class meeting

Discussion question 4/8 to 4/14: What is social media?

Class Topic: Google Analytics

Class Preparation:

(a) Read Chapter 1 and Chapter 3 of Google Analytics by Justin Cutroni (available via ProQuest Safari Library). (Find help here if the link doesn’t work for you.)

(b) Watch this video: Beginning Analytics: Interpreting and Acting on Your Data:

Week 13: For 4/21 class meeting

Discussion question 4/15-4/21: Viral Marketing and the Power of Networks

Topic: Power of Networks

Class Preparation:

(a) Watch this video: How to sell soap:

(b) Read  Chapter 36 (p. 253-261) of Joel on Software by Joel Spolsky (available via ProQuest Safari Library). (Find help here if the link doesn’t work for you.)

(c) Read the Wikipedia entry on Metcalfe’s law,

Reminder: Start Date for Submitting Individual Final Project Reports

Week 14: For 4/28 class meeting

Discussion question 4/22-4/28: A social media elevator pitch

Reminder: The final date/time for earning group quest points is 11:59pm on Tuesday, April 26.

Reminder: The final date/time for earning individual quest points is 11:59pm on Wednesday, April 27.

Topic: Summing Up

More details on the Final Individual Project

To help you plan ahead, here’s more details about the Final Individual Project coming up here at the end of the semester.

Final Individual Project Guidelines

Towards the end of the semester a final 5-7 page report (including graphs/figures and/or screen shots) is due documenting your personal blog development project. There are three major components of this report:

1) A reflection on what you learned during the development of your blog (1-2 pages). If you are not familiar with reflection papers, here is useful guide from the Lynchburg College writing center.

2) An analysis of your website traffic, with detailed information from Google web analytics, describing trends in your Web hits over the course of the semester in relationship to traffic building activities (2-3 pages).

3) An evaluation of lessons learned from your website development. Include recommendations of at least two things you would do the same again and two things you would do differently in creating another a social website in the future (2-3 pages).

Due Dates

This assignment can be turned in any time between Thursday, April 21 and Thursday, May 5, 5:30pm.

PLAN AHEAD! I strongly urge you to submit the assignment as early as you can to manage the end of semester crunch.

Reminder: Citation Guidelines

When you use material that was created by others you must identify the source and clearly differentiate your work from the material that you are referencing. If you fail to do so you are plagiarizing. There are many different acceptable formats that you can use to cite the work of others; in the class, the format is not as important as the intent. This includes referencing pictures (photos, images, tables, or figures) in addition to text. You must clearly let the reader know what is your work and what is someone else’s work as well as the source of other’s work.

Note on Late Assignments

No late assignments will be accepted without penalty.  All assignments will be assessed a 10% penalty (subtracted from that assignment’s score) each day they are late. Because the final due date is already at the very end of the semester, no assignments will be accepted after Saturday, May 7. Continue reading

Announcements for Week 5 Class

Some general announcements as we prepare for our 5th meeting of class. This week’s topic is: Cross-Promoting Your Website


Here is this weeks. All of the articles are short and one assignment is a short video:

Other Announcements

There was a bunch of cool stuff demonstrated in the in-class presentations the last two weeks. Here are the blog links to check out for more details:

Finally, I know the blog format can be a little confusing sometimes for finding course information. Therefore, I’ve created a new page to help you navigate through the site. Please check out About: Site Map and let me know what you think of it.

(Note: post updated on 2/14 to add presenter blog links.)

Required Textbook

There are one required text for this course. We will be discussing chapters from the book in Week 6 of class on February 24.

Starfish and the Spider from

Starfish and the Spider from

It may be purchased online (e.g., from or from many local bookstores. It will also be available at the Campus bookstore.

There are also additional assigned readings throughout the course. Some of these are chapters of books that are available for free electronically via the Temple library. The remainder are available for free on the web. Additionally, each student is asked to budget approximately $30 for course activities. The majority of activities assigned in the course use either free web‐based services or computer software already available on campus are used. Nonetheless, there are a small number of activities that can only be completed with a fee‐based service.

Sign up for your in-class presentation slots

Everyone in this class will have the opportunity to make two in-class presentations during the semester. With 45 students in the course, that’s a total of 90 presentations. You will need to be proactive in scheduling your presentation time. I urge everyone to go ahead and get them out of the way sooner, rather than later, so you’re not “squeezed” out at the end and don’t have a chance to fulfill this requirement.

The presentations will all be short–2 to 4 minutes–and will be on a topic related to the class reading or a Task in The Quest. For example, a student presenting in Week 2 might show their initial blog setup and their first blog post.

The facilitate the scheduled process, I’ve set up a shared Google spreadsheet. You can access it at this link.

1. Pick two different weeks and enter your name in those weeks to present.

2. You do not need to pick both your weeks yet, but I recommend that you go ahead and pick at least one so you’ve got milestone on your calendar to work towards.

3. You can change your dates later, assuming their are slots still available.

We’ll all get the hang of this pretty quickly as we start doing presentations. Meanwhile, if you have any questions please post a comment.

Week 1 Follow-Up

oneSome items to follow-up on from the first class meeting.

Photo Credit: one by drcorneilus, on Flickr

The Learning Environment

My goal is to have fun this semester while also helping everyone in the class learn a lot about social media innovation. One way we can all help each other is by cultivating a positive learning environment.

Your contributions directly impact the value you and your fellow students gain from this course. To that end, you can contribute to a supportive learning environment by meeting these expectations:

  • Arrive on time and stay until the end of class.
  • Turn off cell phones, pagers and alarms while in class.
  • Limit the use of electronic devices (e.g., laptop, tablet computer) to class-related usage such as taking notes. Restrict the use of an Internet connection (e.g., checking email, Internet browsing, sending instant messages) to before class, during class breaks, or after class.
  • During class time speak to the entire class (or breakout group) and let each person “take their turn.”
  • Be fully present and remain present for the entirety of each class meeting.

The learning environment extends beyond our weekly class meeting. In addition, you are expected to:

  • Provide substantive comments on the class blog.
  • Extend online discussions by reading and commenting on other students blog entries.
  • Fulfill commitments to group members to successfully complete group projects.

What are things that you find help or hinder learning in classes you’ve taken?

Esperanto lecture by el_aguacil

Esperanto lecture by el_aguacil (cc license)

Welcome to MIS3538: Social Media Innovation

I’m pleased to be teaching a undergraduate course on Social Media Innovation in Spring 2010 (MIS3538). We will meet on Thursday evenings from 5:30-8:00pm in Speakman Hall room 114. Here’s the formal course description:

In this course we review concepts and principles related to new business models supported by innovative use of Web 2.0 and social media. Through a combination of readings, discussion, presentations, and hands-on projects we examine (i) the organizational use of key media technologies such as photo and website editing, blogs, web analytics, and search engine optimization, (ii) the business models underlying successful innovative new media organizations including Wikipedia, Craigslist, YouTube, and Facebook, and (iii) the role of centralized, decentralized, and crowd-sourced information resources in online media innovation.

This will be my third version of this course. In Fall, 2008 I created the course brand new as Secrets of Web 2.0 Marketing. In Spring, 2010, Prof. Susan Jacobson of the Journalism department and I collaborated to offer Innovating with Social Media: Facebook, Flash, Blogs and Wikipedia, bringing in new content like Flash, animation, and multi-media story-telling.

Another change for next semester is we’re moving from a computer lab into a lecture hall to allow more students to take the class. There will still a heavy emphasis of hands-on computer application use including web-based tools like blogging, Facebook, and Google analytics (among many others!).

It’s going to be a fun class. If you’re not already signed up, check with Joe Allegra to enroll.

About Prof. Johnson

I joined Temple University as an Assistant Professor in Fall, 2008. I am member of the Department of Management Information Systems in the Fox School of Business and Management. I earned my doctorate from Smith School of Business at the University of Maryland, College Park in Information Systems with a minor in Social Psychology.
My primary research interest is online communities. My doctoral dissertation was on the impact of leadership on continued participation in online communities. My broader area of research work is knowledge management, social media and large-scale social networks. I am also interested in the impact of IT on organizations and industries, including healthcare and e-commerce.