SE/0026 - SOCIAL MEDIA MANAGEMENT
Academic Year 2021/2022
Free text for the University
ALESSANDRO LOVARI (Tit.)
- Teaching style
- Lingua Insegnamento
|[2/69] SOCIAL INNOVATION AND COMMUNICATION||[69/00 - Ord. 2021] PERCORSO COMUNE||3||18|
The Social Media Management Laboratory is aimed at encouraging students to develop knowledge, competences and skills related to the following areas: I. Understanding what social media are and how they have evolved over time; II. Know the operational elements of the main social platforms: Facebook, Twitter, YouTube, Instagram; III. Know the basic elements of instant messaging platforms: WhatsApp, Telegram; IV. Understand the strategic use of social media for public and political communication and for public and private organizations; V. Acquire skills to know how to manage the social communication chain: how to design, implement and plan a social media strategy; VI Knowing how to write texts and communication campaigns for social communication; VII Acquire coordination skills of social initiatives for different target audiences.
The Laboratory has no prerequisites but presupposes a basic knowledge of the main theories of the sociology of communication. Those who believe they do not have adequate skills can consult the bibliographic references that will be indicated at the beginning of the course by the instructor.
n contemporary communication ecologies, a central role is played by social media, an umbrella word that encompasses digital platforms that allow the activation of personal profiles or public pages that present shared and / or user-generated content and that connect people, organizations, political parties, institutions, celebrities and other types of users. In fact, social media today represent not only an information channel but also an environment capable of activating new communication practices and enabling innovative forms of relationality. Just think of the intensive use of social media during political and electoral campaigns, the adoption of social strategies for institutional and business communication, or the importance assumed by digital content during emergencies and crisis situations, such as floods, earthquakes and pandemics.
Properly managing social media means not only knowing their properties and affordances, but knowing how to use them in an operational way, defining their strategies and tactics. That is, knowing how to draw up an editorial plan, devising content and columns to stimulate the engagement of connected audiences, and knowing how to use the main systems for monitoring the metrics and sentiment of messages.
In this context, the Laboratory will provide students with basic and transversal skills to analyze and understand social media communication processes; in addition, it intends to provide methodological and operational tools for the management and planning of content on social media, such as editorial plans.
The course provides a highly interactive approach aimed at encouraging the development of a critical and design dimension in the use and management of social media.
Lectures will be alternated with exercises and simulations conducted in small groups; case study analysis, successful and unsuccessful campaigns, design exercises carried out in subgroups and discussed in plenary (frontal lessons 50%; interactive / experiential lessons 50% of the total course hours).
Verification of learning
The exam consists of an oral test on textbooks / study materials and a practical design test (social media plan) carried out in groups and / or individually depending on the information that will be provided at the beginning of the course.
All students will have to take an oral exam, aimed at assessing the appropriateness of the specialist vocabulary related to digital and social communication.
The exam is aimed at ascertaining the knowledge, analytical and application skills of communication on social media
The final vote is expressed out of thirty.
From 18 to 22. The marks between 18 and 22 reflect the elementary or barely sufficient acquisition of basic knowledge relating to the contents and methods. The student showed modest analytical and synthesis skills. The student expresses himself in a way that is not entirely appropriate and presents gaps in training and conceptual clarity.
From 23 to 26. The marks between 23 and 26 reflect the more than sufficient acquisition of knowledge relating to the contents and methods. The student showed sufficient analytical and synthesis skills. The student expresses himself adequately and clearly from the point of view of conceptual and terminological expression.
From 27 to 30. The marks between 27 and 30 report the acquisition of good to excellent knowledge relating to contents and methods. The student showed good or excellent analytical and synthesis skills. The student expresses himself appropriately from a conceptual and terminological point of view.
To be defined
Attendance is not compulsory but strongly recommended given the cutting edge given to teaching.