Digital Transformation and Social Media WH-KON-U2-DTaSM
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
(in Polish) E-Learning
(in Polish) Grupa przedmiotów ogólnouczenianych
Subject level
Learning outcome code/codes
Type of subject
Term 2021/22_L: optional with unlimited choices | Term 2019/20_L: obligatory |
Preliminary Requirements
Course coordinators
Term 2021/22_L: | Term 2019/20_L: |
Learning outcomes
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
Participation in classes - 30h
Preparation for classes - 20h
Consultations - 10h
Preparation of presentation and workshop- 30h
15h = 1 ECTS point
Assessment criteria
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
Practical placement
n/a
Bibliography
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.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: