Certificate Course: Writing for Social Media


writing for social media_iconThis subject aims to enhance students’ capability to use social media for journalism in four respects: as a pillar of a content windowing strategy in a news organization ecosystem; as a tool for publishing news in its nature as a content platform; as a newsgathering tool, especially as it relates to curation of user-­generated content; and as both opportunity an mechanism for community building, audience management, and overall engagement.


It aims to bring students to an enlightened phase in terms of social media usage, such that they are able to make critical decisions on strategic and tactical uses of various social networking sites, and able to harness the powers of social media in gathering, verifying, breaking and publishing news.


It also aims to give students appreciation of the place of social media in the evolution of contemporary news and information access points, and how this places pressure—or maybe cushion, in some instances—on changing practices, information flows, and business models for media. This will be crucial as students figure out the strategic and tactical uses of social media.


The course will also touch on ethical, legal or even cultural discussions social media has generated as it took center stage position in the news and information ecosystem of late. Corollary to this: the question on where lies in social media traditional journalism values, and relevant to the social media-driven or sourced storytelling.


Lecturer: Arlene Burgos

Ms Arlene Burgos is Head of Social Media and Mobile at the Integrated News division of ABS-CBN News, the Philippines’ biggest multimedia company, where she spearheads a team that has helped  propel the ABS-­CBN News’ Facebook account to the top 5 of the world’s biggest Facebook  publishers.


She is lecturer at the Ateneo de Manila University, where she also finished her Master of Arts in  Journalism through a full fellowship from the Konrad Adenauer Foundation. Last year, she spent three months as a research fellow of the Asia Journalism Fellowship at the  Nanyang Technological University in Singapore, working on a paper that extensively studied  convergence models involving legacy and new media.


She worked at the Japanese wire agency Kyodo News and was editor-­in-­chief of a tabloid of the  Philippines’ biggest independent newspaper company, the Inquirer Publications. She was lead of ABS-­CBN’s Boto Mo iPatrol Mo citizen journalism project from 2009 to 2010, after  which she helped put up special sites and build digital communities for ABS­?CBN, mainly through  social media. These communities are currently among the biggest in the Philippines. One of her  projects for the previous Philippine elections, the Halalan 2013 Mobile App, was awarded the Anvil  and the International Association of Business Communicators’ Quill awards for digital communication.

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