Network, 2.0 & Content Curator

Objectives

To deal with the abundance of information we currently receive, organisations need to manage the content strategically, and prioritise it to provide effective key messages. In the Network 2.0 and Content Curator subject, students use the course content to identify and develop an online communication plan, putting into practice their online public relations skills.

Learning outcomes

Under review. Pending publication

Content

1. What is content curation and what benefits does it have for organisations?
2. The 4Ss (search, select, 'sense' making, share), from research to publication
3. Strategic objectives, communication plan and content plan
4. Information adapted to the online universe: web, social networks, blogs, wikis, intranets, newsletters, etc.
5. Social networks as a tool for content production and dissemination. Analysis of the specifics of the networks: Facebook, Twitter, Instagram, Youtube, Pinterest, Vimeo, Google
6. SEO and SEM in content strategy
7. Online press office
8. Email marketing
9. Communication strategy and Public Relations regarding bloggers and influencers
10. Online reputation management
11. Communication crisis in the online environment
12. Sources for content, search tools inside and outside the organisation
13. Content management certifications
14. Web analytics and brand reputation tools

Evaluation

The evaluation consists of the following elements:

• 40%: Course project, students define an online communication plan for a company. Two submission dates with two presentations: a presentation of the first part in the middle of the course and the presentation of the second part at the end of the course. This activity is done in groups of 3-4 students.
• 30%: Case study exercises from pre-read material or class lectures, students discuss and resolve individually.
• 10%: Analysis of the content strategy of a successful brand. Group presentation (3 students,  different group members to the project).
• 10%: Achieving two online content management qualifications.
• 10%: Class participation, attendance and the contribution of ideas and reflections in class discussions are taken into account.

Methodology

The classes combine a theoretical explanation (45 minutes) and a practical part (75 minutes). The latter aims to ensure the achievement of theoretical knowledge and is based on case study analysis, discussions, management of online analytics tools and course project mentoring.

The CLIL methodology is used and participation, reflection, critical thinking and the presentation of ideas in an assertive and effective way are encouraged. Being a class taught in English and with all materials in this language, communication in this language is encouraged through class discussions and presentations. The subject has an international focus, analysing the content and public relations strategy of companies around the world.

In terms of resources, the subject requires doing activities on the computer, which is why approximately half of the classes in the course are developed in computer rooms. Readings that the students must prepare before class are also used and videos with case studies on the management of communication and online public relations of different companies are presented.

With regard to the elaboration of the project, the online communication plan must progress in parallel to the topics covered in class. It is monitored throughout the course, either at the end of class or through tutorials with the different groups of students.

Bibliography

Bibliography

• Fernández, Rovira C. & Giraldo, Luque S. (2022). Predictive Technology in Social Media. CRC Press.
• Google (2017). Search Engine Optimization: The starter guide. Retrieved from http://static.googleusercontent.com/media/www.google.co.jp/es/jp/intl/en/webmasters/docs/search-engine-optimization-starter-guide.pdf
• Hootsuite (2018). Beginners guide to content curation. Retrieved from https://blog.hootsuite.com/beginners-guide-to-content-curation/

Reading

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