Knowledge: - The current Social Media Landscape - The implications for the markets - Knowing the consumer in complex and hyper-fragmented markets: from Cluetrain Manifesto to Socialnomics and GAFAnomics; from customer journey to consumer decision journey - Social Media Analytics: a framework for measurement, and the challenges behind that - Social Media Policy e crisis management - Social Media Listening: phases and tools - Social Media Advertising: methodologies and tools Skills: - Design tools for strategically managing, planning and monitoring the activities on Social Media in omni-channel approach ; - Design tools to set up a sector study about competitors and comparable subjects; - Design tools to set up a digital & social media strategy: social media listening, target study, detection of communication and marketing targets, set up of a plan and editorial calendar, content curation, community management; - Design tools for Personal Branding. At the end of the course the students will have a deep knowledge of management, planning, monitoring and advertising mechanisms of Social Media, and they’ll have the ability to use those skills respect to specific communication and marketing needs.

No prerequisites or assumed knowledge are required.

The course is divided in theoretical lessons and in a workshop section. The theoretical lessons will be focused on the presentation and the analysis of the main social networking platforms (Facebook, Twitter, LinkedIn, Pinterest, Instagram, etc.) introducing their structure, updates, measuring and advertising tools. The next lessons will be dedicated to the introduction of frameworks and tool for Social Media Analytics, and Social Media Listening. Methodologies and tools for Social Media Advertising on Facebook and Instagram will be introduced: starting from the dynamics of the advertising system of Facebook, and from the analysis of the latent demand, to arrive to the target profiling; from the Social Graph to the Audience Insights, till the presentation of the different kinds of ADS in terms of targeting, positioning, and formats. Further meetings and seminars will be organized in order to deepen the knowledge of techniques and tools aimed to Social Media Listening, and Social Media Marketing strategic actions planning. A case-oriented laboratory will be combined to the theoretical part of the course: the students will be supported in the set-up of a sector study related to the positioning of main competitors of case-studies introduced in class, on the different social networking platforms; following that, the students will proceed with the strategic analysis of the sector study in order to: (a) define communication and marketing targets, and identify which digital channels should be adopted to complete and integrate the current communication policies; (b) evaluate pluses and minuses offered by the different platform respect to company needs and customers, prospects and competitors positioning; (c) design content management, curation and advertising strategies to adopt for reaching the communication and marketing targets identified.

Together with theoretical and practical lessons, some hours will be dedicated to the participation of guests (professionals of the sector, and Social Business Intelligence companies).

Bibliography for attending students 1) Slides provided by the teacher 2) Lovink G. (2016), Social Media Abyss, Cambridge, Polity Press. 3) Laurita G., Venturini R., (2016), Strategia digitale: comunicare in modo efficace su Internet e i Social Media, Milano, Hoepli. Bibliography for non-attending students 1) Lovink G. (2016), Social Media Abyss, Cambridge, Polity Press. 2) Laurita G., Venturini R., (2016), Strategia digitale: comunicare in modo efficace su Internet e i Social Media, Milano, Hoepli. 3) Cosenza V. (2014), Social Media ROI, Milano, Apogeo. 4) Sportelli A. (2016), La pubblicità su Facebook. Solo i numeri che contano, Milano, Hoepli.

None;

Exam: Written test;

For attending students, final evaluation is composed by: 1) Evaluation of the sector studies and the Social Media Strategy proposals realized in laboratory (60%); 2) Evaluation of the oral exam focused on the books indicated in bibliography (40%). For non-attending students: Evaluation of the oral exam focused on the books indicated in the bibliography for non-attending students.

In addition to the message sent by the online system, students with disabilities or Specific Learning Disorders (SLD) are invited to directly inform the professor in charge of the course about the special arrangements for the exam that have been agreed with the Special Needs Unit. The professor has to be informed at least one week before the beginning of the examination session in order to provide students with the most suitable arrangements for each specific type of exam.