500311 - SOCIAL NETWORKS

Subject type: Mandatory

Coordinator: Vera Butkouksaya

Trimester: First term

Credits: 4

Academic year: 2024

Teaching course: 3

• Catalan

The subject is taught in Catalan although the material can be in any of the three languages ​​(Catalan, Spanish or English).

The aim of this course is to learn how to define, plan, execute and evaluate a strategy in Social Networks. Based on a group project, the channels, strategies and different diagnosis and monitoring tools will be worked on in a strategy in the Networks. From the role of social networks in the context of web 2.0, the role of influencers to concepts such as Leads, KPIs or metrics, are worked on and incorporated into the different phases of the SM strategy.

For degrees with specific marketing training (MiCD and Double ADE-MKT) the contents are:

Topic 1. The social media plan

• The effects of networks on individuals, the collective and the company
• The legacy of Web 2.0
• Objectives and strategy

Item 2. Research and analysis

• Definition -Why - Buyer Persona - context
• Brand territory

Item 3. The connectors

• Fundamentals of human connectivity: the Dunbar number
• The law of specials and influencers

Topic 4. Planning and management of social media campaigns

• Key elements in a strategy social media
• Politics social media (SM)
• Channels for SM
• Editorial calendar

Topic 5. Creation and curation of contents

• User generated content
• Healing concept
• Types of healing

Topic 6. Execution of the social media plan

• Contents
• Algorithms
• Best practices
• One
• New formats

Topic 7. Measurement, visualization and optimization of the plan

• SM metrics
• KPIs
• Analysis and monitoring tools

Item 8. Presentation of results. Social Media Report

For the rest of the degrees, the contents are: (this difference is due to the fact that the MKT degrees already have their own subjects where contents related to Social Media are taught)

1. The Social Media Plan

• Introduction to Social Media Marketing
• Trends and evolution of social networks
• Objectives and importance of a Social Media Plan
• Phases of the Social Media Plan

2. The Connectors

• Fundamentals of human connectivity: the Dunbar number
• The law of specials and influencers

3. Research and analysis

• Definition -Why - Buyer Persona - Context
• Brand territory

4. Planning and management

• Key elements in a strategy social media
• Politics social media (SM)
• Channels for SM
• Editorial calendar

5. Creation and curation of contents

• User generated content
• Healing concept
• Types of healing

6. Execution

• Contents
• Algorithms
• Best practices
• One
• New formats

7. Measurement, optimization and visualization

• SM metrics
• KPIs
• Analysis and monitoring tools

8. Advertising on Social Networks

The assessment system is divided into continuous assessment activities (60%) and a final exam (40%).

Summary of the evaluation system:

To be able to take the final exam, it is necessary to have delivered and presented the final project on Social Media strategy.

A score of 5 out of 10 or 50 out of 100 is required to pass the final exam.

To pass the subject, it is mandatory to pass the final exam. The final exam is passed with a grade equal to or higher than 5 out of 10 or 50 out of 100.

To pass the subject, it is mandatory to pass the final project. The final project is approved with a grade equal to or higher than 5 out of 10 or 50 out of 100.

In the make-up period, only 40% of the final exam can be made up. To recover, you will need to obtain a minimum grade of 5 out of 10 or 50 out of 100 to calculate the average of the subject.

A student who has not applied for the first call CANNOT apply for recovery.

Deighton, John & Kornfeld, Leora (2006) "Case study: United Breaks Guitars". Harvard Business Publishing

Gladwell, Malcolm (2002) "The Tipping Point: How Little Things Can Make a Big Difference". Back Bay Books (January 7, 2002)

Christakis, Nicholas A. & Fowler, James H. (2011) "Connected: The Surprising Power of Our Social Networks and How They Shape Our Lives - How Your Friends 'Friends' Friends Affect Everything You Feel, Think, and Do". Back Bay Books; Reprint edition (January 12, 2011)

Barcelona University. (2012). "White Paper on Social Networks of the University of Barcelona". [Internet]. Available at: http://www.ub.edu/web/ub/galeries/documents/noticies/llibre_blanc_UB.pdf

David S. White and Alison Le Cornu (2011). Visitors and Residents: A new typology for online engagement. First Monday, Volume 16, Number 9 - 5 September 2011 http://journals.uic.edu/ojs/index.php/fm/article/viewArticle/3171/3049

McGruer, David. Dynamic digital marketing: Master the world of online and social media marketing to grow your business. Wiley.

Dodson, Ian (2016). The art of digital marketing: The definitive guide to creating strategic, targeted, and measurable online campaigns. New Jersey: Wiley.

Williams, Jason (2016). Social media: Marketing strategies for rapid growth using Facebook, Twitter, Instagram, LinkedIn, Pinterest & YouTube. Wrocław: Amazon.