PUR 3622 Social Media Management
University of Florida
UF Department of Public Relations
Hybrid: Both Face-to-Face and Synchronous Delivery
8-16 Weeks
About the Course
Social media have changed the way organizations communicate with their audiences. In this course, we will explore social media from a public relations perspective and understand how our roles as strategic communicators have evolved as a result. You will
learn to develop a social media strategy, create content and measure meaningful results on behalf of organizations.
Social media changes every day. Because of this, the course content may also change, allowing us to address and analyze what’s happening across the industry.
This course is centered on you and your needs. As such, the course will provide the opportunity for hands-on learning and real-world applications to help you gain experience and build a robust portfolio that showcases your social media and strategic thinking skills.
Learning Objectives
In this course, you will learn the basic social media skills of public relations and digital
professionals to prepare you to meet the demands of today’s industry. You will:
1. Analyze the social media landscape and its role in public relations;
2. Apply fundamentals and best practices to social media management for
organizations;
PUR3622: Social Media Management
3. 4. 5. 6. 7. Create and tailor social media plans – including strategy, content and KPIs –
based on your target audiences and objectives;
Use social media platforms and professional tools, such as Hootsuite, through
hands-on learning opportunities;
Identify key performance indicators and measure the success of social media
efforts;
Examine the ethical and legal implications and potential risks of social media for
organizations;
Develop and apply critical thinking, listening and professional skills through
assignments that mimic industry work with clients and peers.
Course Dates
February 2026- Present
Semester, Year, Course Sections
Summer 2026- Present