Strategic Social Media & AI-Mediated Communication (COM377)

COM377 serves two purposes. Firstly, it develops students’ ability to plan, execute and evaluate social media communication in AI‑mediated environments, with a particular focus on public agencies and SMEs in Singapore. Students learn how algorithms, generative AI and analytics shape audience journeys, content production and stakeholder relationships, and how to design campaigns and always‑on communication that are ethical, inclusive and effective. Secondly, it equips students with skills to utilise strategic social media communication for personal branding. By the end of the course, students will have acquired practical skills in AI‑assisted content creation, social listening, community and service communication, crisis response and measurement, while also building a responsible online professional identity and personal brand as communication practitioners. As part of class assessments, students can create their own social media page, submit to their supervisors at companies, or opt for an industry-based, communication media, and professional settings.

• Overview of Social Media and Branding in Contemporary Communication
• Platform Logics and Algorithmic Visibility
• Strategic Social Media Communication Frameworks
• Creating Content for Organisations
• Creating Content for Individuals and Personal Branding
• Audience Engagement and Networked Publics
• AI-Assisted Content Creation and Adaptation
• Ethical and Responsible Use of AI in Social Media Communication
• Community Management and Relationship Building
• Social Listening, Analytics and Strategic Evaluation
• Issues, Crisis and Reputation Management in AI-Media Environments
• Future Directions in Social Media Communication

• Examine how social media platforms, algorithms and AI tools structure communication opportunities, risks and audience behaviours for organisations and individuals.
• Compare strategic frameworks for social media communication, including campaigns and always‑on activity, updated for AI‑driven environments.
• Analyse organisational and societal cases where AI‑mediated social media communication affects business performance, public service delivery and public trust.
• Explain the role of personal branding and professional identity in contemporary communication work and how this interacts with organisational communication goals.
• Design strategic social media communication plans (campaigns and always‑on) that align organisational goals with audience insights, platform affordances and AI capabilities.
• Produce and adapt multimodal content using AI‑assisted tools while maintaining accuracy, appropriate tone, inclusivity and sector‑specific ethical standards.
• Use analytics and AI‑enhanced social listening to evaluate communication effectiveness and iteratively improve strategies and content.
• Construct and maintain a coherent personal/professional brand and online presence suitable for roles in public agencies, SMEs or communication‑intensive organisations.