Digital Transformation and social media. New trends in strategic communication WH-KON-U2-DTaSM
Konwersatorium (KON) Semestr letni 2021/22

Literature:

Brown, R. and Waddington, S., (2013) Share This Too, Wiley Publishing

Macnamara, J. (2010a), The 21st Century Media (R)evolution: Emergent

Communication Practices

Meerman Scott, D (2007) The New Rules of Marketing & PR: How to Use News

Releases, Blogs, Podcasts, Viral Marketing to Reach Buyers Directly

Levine, R., Locke, C., Searls, D. and Weinberger, D (2000) The Cluetrain Manifesto: the

end of business as usual

Osterwal der, et al ( 2015) , V alue Proposition Design : How to Create Products and

Services Customers Want, John Wiley & Sons

Phillips, D. and Young (2009), Online public Relations: A Practical Guide to Developing

an Online Strategy in the World of Social Media

Waddington, S., et al (2012) Share This, Wiley Publishing

Waddington, S. and Earl, S. (2012), Brand Anarchy: Managing Corporate Reputation Support material

#PRSTACK: https://prstack.co/

Documentary #LIVE: https://www.youtube.com/watch?v=0HYDj0xqhuM

All required materials will be provided by lecturer in electronic formate.

S1A_W05 - has a basic knowledge of man, in particular as an entity constituting social structures and the principles of their functioning, as well as operating in these structures

S2A_W05 - has extended knowledge about man as a creator of culture, deepened in relation to selected areas of human activity

Assessment Methodology:

Each subject will be firstly provided as a lecture on the particular Issue, then further discussed in accordance with further readings allocated for presentations and obligatorily written by students.

Grade based on triple factorial assessment :

1.Attendance ( up to one absence allowed)

2. Activity (constant assessment based on student activities during the spam of the course and academic knowledge of required readings.)

3 Attendance in the workshops

The course is divided into three topics of analysis. The first 6 sessions will be devoted to the understanding of the social media landscape and its idiosyncrasies. The next 4 sessions focus on the understanding of strategic thinking and the tools that can be used to build a social media strategy. And, finally, the last 5 sessions will function as a workshop where students will work in groups to build a social media strategy for an organization.

Course consist of 30 hour of combined lecturing and workshops (15 sessions) .

1 – introduction to the class

- Presentations and overview of the course

- Small discussion of the role of the Internet in our lives 2 – the new media landscape

- Web 2.0

- Characteristics of the new media landscape 3 – Social media 1/2

- Social media and mass media

- Challenges of social media for strategic communications 4 – Social media 2/2

- Best social media practices

- Case studies and discussion of social media campaigns 5 - #live

- Visualization of the documentary #LIVE 6 – discussion in class

- Discussion on the role of social media as conversation platforms for organizations 7 - research tools for social media

- Uses of research tools for strategic communications in social media 8 – strategy for social media ½

- Concept of strategy in social media 9 – strategy for social media 2/2

- Tools of strategic thinking for social media

- Canvas model

- Publics as personas 10 – content planning for social media

- Methodologies for content building and planning in social media 11 – workshop

- group assignment 12 – workshop

- group assignment 13 – workshop

- group assignment 14 – workshop

- group assignment 15 – final presentations

- final presentations of social media campaigns developed by students Readings

Coordinators:

P r of e s s or : Nuno da Silva Jorge Instituto Politécnico de Lisboa

Dr Piotr Dejneka UKSW

combined: lecturing, conservatory discussions, workshops