Social Media A | University Class
University of Vienna | Dept. of Communcation
I began teaching at the University of Vienna just weeks after graduating. Since 2000, I’ve explored the intricacies of digital and social media with thousands of students. Teaching has profoundly enriched my professional career. It pushes me to step back from day-to-day business and analyze the digital ecosystem from a scientific perspective.For my studients, personal experience allows me to approach social media from a practical and applicable viewpoint. I’m incredibly proud to teach at one of the world’s most prestigious departments of communication. Studying here was a privilege, but teaching is even more fulfilling.
For my clients, this connection between academia and industry creates unique value. My teaching bridges cutting-edge research and real-world application, offering insights that drive strategic decisions and foster meaningful engagement in today’s competitive landscape.
My course is a hybrid lecture. All sessions are available publicly on YouTube (in German), adhering to Austria’s law that ensures public access to lectures. Seats are limited only by security restrictions. I firmly believe education should be as accessible as possible. Sharing my lectures is my way of promoting media literacy—a vital skill in today’s connected world.Social Media A Course Winter 2024/25 | Youtube Playlist
Mag. Ritchie Pettauer | Associate Lecturer Profile
Social Media A Lecture
Course Description
Gain practical strategies and insights. This course is designed for students who want to excel in the digital world and gain a deeper understanding of social media.
Participation is not limited to students enrolled at University of Vienna – all lecture are publicly available (in German) on my Youtube Channel.
What You’ll Learn
This course dives into the most critical aspects of social media communication, blending theory with real-world applications to help you lead impactful campaigns.
- Social Media Platforms in the Online Media Mix
Learn how platforms like Facebook, Instagram, and TikTok integrate with broader marketing efforts to drive traffic and engagement. For example, see how TikTok trends amplify product launches beyond traditional channels. - The Clover-Leaf Model of Online Communication
Discover how different types of content—branded, organic, and shared—interact to create cohesive and compelling communication strategies. - Platform-Specific Features
Unpack the unique strengths and algorithms of each platform. Understand why Instagram favors visually stunning posts, while Twitter thrives on concise, real-time updates. - Big Data, Privacy, and GDPR
Navigate the complexities of data usage in compliance with legal standards. Learn how to balance effective targeting with ethical data practices. - Social Media Advertising
Explore paid media strategies that deliver results. Craft campaigns that combine creativity with precision targeting to maximize impact. - Visual Communication and Strategic Dramaturgy
Create visually captivating content that tells a story, whether it’s an eye-catching Instagram carousel or a YouTube thumbnail that draws clicks. - Storytelling
Develop narratives that resonate with your audience. Plan content calendars that weave cohesive stories across platforms, from teaser posts to follow-up videos. - Platform Overview
Take a closer look at platforms like YouTube, WhatsApp, TikTok, Snapchat, and emerging tools, and discover the best ways to leverage them for your goals. - Social Media Video and Livestreaming
Learn the essentials of video production and live formats to boost engagement. From behind-the-scenes clips to live Q&A sessions, find out what keeps audiences watching. - The Role of a Social Media Manager
Understand what it takes to excel in this career, from analytics to creative content planning. Explore how these skills translate into real-world success stories.
How You’ll Learn
- Interactive Livestreams: Join real-time discussions that deepen your understanding and connect with peers. Thursdays, 9:45am CET on Twitch.
- Guest Lectures: Hear directly from industry experts who bring fresh perspectives and actionable advice.
- Voluntary Exercises: Apply concepts with hands-on activities to sharpen your skills.
Why This Course Matters for Future Communication Experts
Social media is at the core of today’s digital strategies. This course prepares you to lead, innovate, and create campaigns that stand out in a crowded marketplace.
Advantages of Hybrid Learning
Our course combines in-person and online instruction, offering a flexible and effective learning experience tailored to your needs.
- FlexibilityHybrid learning allows you to balance your professional commitments with your education. You can engage with course materials at your convenience, making it easier to integrate learning into your busy schedule. This approach accommodates diverse learning preferences, enhancing accessibility and convenience. CleverLMS, “What is Hybrid Learning?”, 2024
- Enhanced EngagementThis approach combines the best of both worlds: the immediacy of face-to-face interactions and the accessibility of online resources. This blend fosters a more engaging and interactive learning environment, promoting active participation and collaboration among students. Faculty Focus, “The Best of Both Worlds: Exploring the Benefits and Challenges of Hybrid Education”, 2024
- Improved Learning OutcomesStudies have shown that hybrid learning can lead to higher levels of student achievement compared to traditional face-to-face instruction. By accommodating different learning styles, it enhances understanding and retention of course material. Means et al., “Evaluation of Evidence-Based Practices in Online Learning”, U.S. Department of Education, 2010
- Networking OpportunitiesParticipating in both online and in-person sessions allows you to build a diverse professional network, connecting with peers and industry experts in various settings. This dual approach broadens your professional connections and enriches your learning experience. Anthology, “The Benefits of Hybrid Learning: A Modern Approach to Education”, 2024
- Access to Diverse ResourcesHybrid courses provide access to a wide range of digital materials, including recorded lectures, interactive modules, and online discussions, complementing traditional classroom resources. This variety supports a richer and more personalized learning experience. NEA, “Pedagogical Practices for Hybrid Learning Models”, 2024
Embracing hybrid learning equips you with the skills and flexibility needed to thrive in today’s dynamic professional landscape.
In my class, we don’t just study social media — we decode its strategies, explore its economy, and create its future.
About the Department of Communication
The Department of Communication at the University of Vienna is a globally renowned institution in communication science. With over 3,900 students and a distinguished team of scholars, the department has shaped the field through its commitment to research excellence, international collaboration, and cutting-edge educational programs.
Milestones in Excellence
- Early Development: Began with a focus on media studies, laying the groundwork for its evolution into one of the world’s most comprehensive communication departments.
- 1970s: Shifted towards mass media and communication research, reflecting global media transformations.
- 1995–2000: Expanded academic programs and research initiatives, aligning with the digital revolution and the emergence of new media technologies.
- 1998: Introduced specialized courses in digital communication, preparing students for the evolving media landscape.
- 2000–2010: Emphasized interdisciplinary research and international collaborations, enhancing its global academic presence.
- 2010–2020: Under the leadership of Klaus Schönbach and Jörg Matthes, the department strengthened its research focus by appointing internationally renowned scholars.
- 2022: Sabine Einwiller became Chair, continuing the department’s trajectory toward global research excellence.
As one of the world’s top-ranked communication departments, including a 10th-place ranking in the 2024 QS World University Rankings by Subject for “Communication & Media Studies,” the department is recognized for its contributions to areas such as political communication, journalism, advertising, media innovation, and computational communication science. Its collaborative research environment and innovative programs ensure it remains a leader in shaping the future of communication science.
My Academic Journey
I have been teaching at the Institute for Communication Science at the University of Vienna for 18 years. Since 2019, I have delivered the introductory lecture on Social Media (SOME-A), where I focus on critical discussions of digital media trends and strategies.
My academic journey began in Graz, studying Technical Physics, before transitioning to Communication Science in Vienna with a minor in Political Science. During my studies, I co-founded the online platform medianexus.net and the cultural magazine *The Gap*, which deepened my understanding of digital media.
In 2000, I earned my degree with a thesis exploring the internet as a medium. Since then, I have balanced academic work with consulting, teaching students while applying my expertise in projects for companies like Red Bull, Swarovski, and Erste Bank. This dual perspective enriches my lectures and benefits my students.
I’m passionate about connecting theory with practice, ensuring my teaching reflects the latest developments in digital communication. My work focuses on fostering critical thinking and equipping students with practical skills for the rapidly evolving digital landscape.
Mastering communication in the digital age means mastering influence and connection — the foundations of our ever-evolving world.
Social Media Reading List
Social Media Marketing and Strategy
- Qualman, Erik: Socialnomics: How Social Media Transforms the Way We Live and Do Business, Wiley 2009
This book explores the impact of social media on daily life and business, offering insights into leveraging its power for increased sales and direct consumer engagement. - Berger, Jonah: Contagious: Why Things Catch On, Simon & Schuster 2013
Berger examines why certain content goes viral and how to craft messages that are more likely to be shared, providing valuable strategies for effective word-of-mouth marketing. - Vaynerchuk, Gary: Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World, Harper Business 2013
Vaynerchuk offers a guide to creating compelling content tailored to specific social media platforms, emphasizing the importance of storytelling in digital marketing. - Baer, Jay: Youtility: Why Smart Marketing Is about Help Not Hype, Portfolio 2013
Baer introduces the concept of ‘Youtility,’ suggesting that providing useful information to customers builds trust and engagement more effectively than traditional promotional tactics. - Handley, Ann: Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, Wiley 2014
Handley provides practical advice on creating high-quality content that engages audiences, emphasizing the importance of writing in digital marketing. - Kawasaki, Guy and Fitzpatrick, Peg: The Art of Social Media: Power Tips for Power Users, Portfolio 2014
This book offers over 100 practical tips for effectively using social media platforms to build a strong online presence and engage with audiences. - Scott, David Meerman: The New Rules of Marketing and PR, Wiley 2020
Scott provides a comprehensive guide to modern marketing strategies, emphasizing the use of digital tools to engage directly with consumers. - Kumar, Subodha and Qiu, Liangfei: Social Media Analytics and Practical Applications, Routledge 2022
This book provides a framework to understand and analyze the impact of social media across various industries, illustrating how social media analytics can help firms build transformational strategies.
Psychology and Influence
- Cialdini, Robert: Influence: The Psychology of Persuasion, Harper Business 2006
Cialdini explores the psychology behind why people say “yes” and how to apply these understandings to become a skilled persuader. - Heath, Chip and Heath, Dan: Made to Stick: Why Some Ideas Survive and Others Die, Random House 2007
The Heath brothers analyze why certain ideas are memorable and provide principles to make your own ideas ‘stickier’ and more effective. - Berger, Jonah: Invisible Influence: The Hidden Forces that Shape Behavior, Simon & Schuster 2016
Berger delves into the subtle social influences that affect our decisions and behaviors, offering insights applicable to marketing strategies.
Content Creation and Storytelling
- Handley, Ann: Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, Wiley 2014
Handley provides practical advice on creating high-quality content that engages audiences, emphasizing the importance of writing in digital marketing. - Heath, Chip and Heath, Dan: Made to Stick: Why Some Ideas Survive and Others Die, Random House 2007
The Heath brothers analyze why certain ideas are memorable and provide principles to make your own ideas ‘stickier’ and more effective. - Walter, Ekaterina and Gioglio, Jessica: The Power of Visual Storytelling, McGraw-Hill 2014
This book emphasizes the importance of visual content in marketing and provides strategies for effectively using visuals to tell your brand’s story.
Critical Perspectives on Social Media
- Fuchs, Christian: Social Media: A Critical Introduction, Sage 2021
Fuchs offers a critical analysis of social media’s role in society, exploring its impact on communication, culture, and power dynamics. - Meikle, Graham: Social Media: Communication, Sharing and Visibility, Routledge 2016
Meikle examines how communication, sharing, and visibility shape user interactions and content dissemination on social media platforms.
Academic Applications of Social Media
- Luttrell, Regina: Social Media: How to Engage, Share, and Connect, Rowman & Littlefield 2021
This book provides practical guidance on using social media platforms effectively for engagement and connection in educational and professional contexts. - Neal, Diane Rasmussen: Social Media for Academics: A Practical Guide, Chandos 2012
This guide offers strategies for academics to leverage social media in their teaching, research, and professional activities.
Advanced Analytical Approaches
- Hong, Tzung-Pei et al.: Deep Learning for Social Media Data Analytics, Springer 2022
This book explores the use of deep learning techniques to analyze social media data, addressing challenges and opportunities in processing large volumes of information.
This reading list isn’t homework — it’s the cheat code for mastering social media’s ever-changing game.
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Teaching social media isn’t about platforms or statistics — it’s about gaining a deeper understanding of algorithms, storytelling and networking.
