Social Media

Objectives

Social media have changed the communication paradigm, putting the prosumer in the centre of companies. In this course students will work on the main social networks and how to make a global digital marketing plan for a brand.

Learning outcomes

• Communicate clearly to all type of audiences (specialized or not) knowledge, methodology, ideas, problems and solutions.
• Elaborate reports and documents (mainly technical) with correct English grammar.
• Define digital marketing strategies.
• Develop digital marketing plans.

Competencies

General skills

• Be able to put basic knowledge of the profession into practice.
• Be environmentally and socially aware at work.

Specific skills

• Be able to use theoretical knowledge, skills and appropriate tools in order to create brand value and corporate image value.
• Understand and be able to convey the importance of an organisation's approach to the market and customer relations.

Core skills

• Interact in international and worldwide contexts to identify needs and and new contexts for knowledge transfer to current and emerging fields of professional development, with the ability to adapt to and independently manage professional and research processes.

Content

1. Introduction to social media (presentation, objectives, competencies and evaluation). Brief introduction to web 2.0
2. Marketing online and the digital marketing plan + introduction to social media + Facebook.
3. Twitter and Foursquare + study case
4. Youtube, Instagram, Vimeo, Pinterest, Linkedin and + study case
5. Social media analytics and reports
6. Social media management tools
7. Online reputation management
8. SEO: definition, searchers and how to write on the internet
9. SEM: definition, types of ads, Google Adwords and analytics
10. Email marketing: Mailchimp and public relations 2.0
11. Web analytics and reports
12. Personal branding
13. Legal issue
14. Mentoring of the project
15. Project presentations

Evaluation

• Follow-up assesment (Follow-up sessions Projects & Participation): 15%
• Specific evaluation (Exam | SS task): 45%
• Requeried Projects (Developing a SM PLAN): 40%

Methodology

The first part of the session will be focused on theorical aspects. The second part of the class is focused on the development of exercises, case studies and mentoring for all requeried projects.

Bibliography

Bibliography

• Rojas, P., Redondo, M. (2013). Cómo preparar un Plan de Social Media Marketing. Ediciones Gestión 2000.
• Scolari, C. (2013). Narrativas Transmedia. Cuando todos los medios cuentan. Deusto.

Reading

Teachers will provide complementary bibliography and compulsory reading throughout the course via the Virtual Campus.