Social Media Management for Corporate Communication

Training objectives of the course

After completing this course, the student will be able to:
• describe the basic concepts, theories, models and methods for understanding and contextualizing social media's (SoMe) impact on contemporary corporate communication and organization-stakeholder relationships
• explain basic principles, tools and practices related to SoMe strategic planning, management, writing and evaluation
• critically reflect on key concepts, models, opportunities and challenges of SoMe communication and management
• design and plan SoMe communication strategies and practices
• handle basic metrics and management tools for SoMe research and performance analysis
• discern applications in specific corporate communication areas and contexts

Course programme

In line with the learning objectives, this course deals with social media management as a fast-developing discipline and area of practice. It takes a corporate communication perspective to explore how contemporary organizations are riding the wave of social media in the effort to connect with multiple stakeholders, increase awareness about their brands and products, and boost reputation.

The course content will include:
• definition, evolution and impact of social media (SoMe) in relation to contemporary society and organization-stakeholder relationships
• key concepts, theories and categorizations of SoMe
• ethical and legal fundamentals in SoMe
• specific opportunities and challenges of SoMe for corporate communication
• SoMe strategic planning and management
• Influencer marketing and paid media
• SoMe strategic writing (content ideation and curation)
• research in terms of SoMe monitoring, listening, and analysis
• specializations of SoMe communication (e.g., crisis, employee, and international communication)
• applications in multiple organizational contexts

Didactic Methods

In accordance with the learning outcomes, this course will combine:
• lectures
• seminars and case presentations by managers and consultancy professionals
• various forms of active student participation, i.e. in-class discussions, group assignments, student oral presentations

The course will use an online community to share information and materials.

Learning assessment procedures

The exam will be differentiated between attending and non-attending students.

For attending students, the exam is based on:
• a) A portfolio group project made of assignments prepared continuously throughout the semester and assessed on a scale from 0 to 16 points (weighted at 50%). Specific information regarding the portfolio group project will be provided at the beginning of the course.
• b) An individual written computer-based test (weighted at 50%), including 16 closed-ended questions. Each correct answer gives 1 point, whereas each wrong answer implies a
-0.25 penalty. Questions are based on the reading material assigned to attending students.
• Note that to pass the exam, there is a threshold of min. 9 points to get from the written exam and of min. 9 points to get from the portfolio group project.
• c) An optional oral exam as a supplement to the written grade if requested by the individual student.

For non-attending students, the exam is based on:
• a) An individual written computer-based test, including 32 closed-ended questions. Each correct answer gives 1 point, whereas each wrong answer implies a -0.25 penalty. Questions are based on the reading material assigned to non-attending students.
• b) An optional oral exam as an integration of the written grade, if requested by the individual student.

Questions will evaluate both the knowledge and the ability to apply that knowledge by making students reflect on concepts and theories as well as on practical examples and applications.

The exam grade will be expressed out of 30.

Students with specific learning disorders and with disabilities are invited to contact the head of the course to agree on the examination methods on the basis of their personal documentation prepared by the DiversaMENTE Office.

Reference Texts

The main textbook is:
• Freberg, K. (2021). Social Media for Strategic Communication. Creative Strategies and Research-Based Applications (SECOND EDITION). SAGE Publications.

The exam program is differentiated between attending and non-attending students, as follows.

For attending students:
• chapters: 1, 2, 6, 7, 8, 9, 10, 11, 12, 13
• all slides/lecture material
The exam program for attending students will remain valid for all the examination sessions of the current academic year. After that period, all students will bring the same program as non-attending students.

For non-attending students:
• chapters: 1, 2, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16

In line with the learning outcomes, the chosen mandatory exam material includes case studies and examples to help all students test and apply the acquired knowledge.