Creation and Management of Social Network Content
Code: 104787 ECTS Credits: 6| Degree | Type | Year |
|---|---|---|
| 2503868 Communication in Organisations | OB | 2 |
Contact
- Name:
- Cristina Maria Pulido Rodriguez
- Email:
- cristina.pulido@uab.cat
Teachers
- Marta Portales Oliva
- Xavier Ortuņo Iserte
Teaching groups languages
You can view this information at the end of this document.
Prerequisites
The student must present a mastery of office automation and an advanced management of web browsing. A basic use of the main social media is recommended.
Objectives and Contextualisation
1. To know the keys to the management of social networks for the dissemination of content.
2. To learn the basics of writing on the network.
3. To analyze the relevant tools for the Search engine optimization
Competences
- Act with ethical responsibility and respect for fundamental rights and duties, diversity and democratic values.
- Act within one's own area of knowledge, evaluating sex/gender-based inequalities.
- Adapt the communication generated by the organisation itself to the language of the traditional and digital Media.
- Devise, plan and execute communication projects about the organisation on all types of media and for both internal and external audiences.
- Manage time efficiently and plan for short-, medium- and long-term tasks.
- Search for, select and rank any type of source and document that is useful for creating messages.
- Students must be capable of communicating information, ideas, problems and solutions to both specialised and non-specialised audiences.
- Students must develop the necessary learning skills to undertake further training with a high degree of autonomy.
- Work in compliance with professional codes of conduct.
Learning Outcomes
- Assess how stereotypes and gender roles impact professional practice.
- Communicate using language that is not sexist or discriminatory.
- Cross-check information to establish its veracity, using evaluation criteria.
- Find what is substantial and relevant in documents within the subject.
- Perform communicative activities in written, audio, audiovisual and digital formats.
- Prepare audio and audiovisual documents to be sent to mainstream journalists or used in the organisation's own media.
- Produce and manage news content for social networks of all kinds.
- Propose projects and actions that are in accordance with the principles of ethical responsibility and respect for fundamental rights and obligations, diversity and democratic values.
- Propose projects and actions that incorporate the gender perspective.
- Recognise the complexity of freedom of expression and the limits to it when producing information documents for any type of medium.
- Submit course assignments on time, showing the individual or group planning involved.
- Work independently to solve problems and take strategic decisions on the basis of the knowledge acquired.
Content
1) Communication, organizations and social networks.
2) Social networks: characteristics, potentialities and advanced use.
3) Digital ecosystem: Conception, design and management.
4) Fundamentals of writing for the Internet incuding gender perspective.
5) Contents and networks (I): from information to promotion.
6) Contents and networks (II): from inbound marketing to storytelling.
7) Social networks and communication crisis.
8) Content positioning.
9) Digital audiences.
10) Case studies.
Activities and Methodology
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Practices | 33 | 1.32 | 5, 6, 7, 10, 11, 12 |
| Theoretical lessons | 15 | 0.6 | 3, 4 |
| Type: Supervised | |||
| Project tutoring | 15 | 0.6 | 7, 11 |
| Type: Autonomous | |||
| Study and activities | 62 | 2.48 | 3, 4, 5, 6, 7, 10, 11, 12 |
The methodology of the course is based mainly on practices ( assessable and non-assessable in order to acquire the necessary competences in social media content management) and theoretical sessions. The weight but of the subject will fall more on the practical part.
The detailed calendar with the content of the different sessions will be displayed on the day of the presentation of the course. It will also be posted on the Virtual Campus where students will find a detailed description of the exercises and practices, the various teaching materials and any information necessary for the proper monitoring of the subject.
Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.
Assessment
Continous Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Exam | 40 | 3 | 0.12 | 1, 3, 4, 10 |
| Practices | 40 | 12 | 0.48 | 1, 2, 5, 6, 7, 11, 12 |
| Project | 20 | 10 | 0.4 | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12 |
This course does not include a single assessment system.
The evaluation of the course will have two clearly differentiated parts and all will have to be passed:
1) The learning activities (60%): practices, comments, reviews, etc.
2) The evaluation of the theoretical contents (40%): exam.
The course consists of the following evaluation activities:
Activity A: Examens, 40% on the final qualification.
Activity B: Practices, 25% on the final qualification.
Activity C: Project, 35% on the final qualification.
In order to pass the course, it will be necessary to obtain a minimum of 5 in each part (A,B,C)
Students will be entitled to make up the course if they have been assessed on all the activities, the weight of which is equivalent to a minimum of 2/3 of the total grade of the course.
The student who carries out any irregularity (copying, plagiarism, impersonation,...) will be marked with 0 for this evaluation. In case of several irregularities, the final grade of the course will be 0.
In the event that the student performs any irregularity that may lead to a significant variation of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that could be instructed. In the event, that several irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0.
Bibliography
AA.VV. (2014). Escribir para la Red: Reflexiones sobre la nueva (y vieja) escritura informativa ‘online’. Barcelona: Gabinete de Comunicación y Educación.
CAMUS, JUAN CARLOS (2009). Gestión de contenidos digitales. Tienes 5 segundos. Link: https://blogdelmedio.com//wp-content/uploads/2010/03/juan-carlos-camus-tienes-5-segundos-libro.pdf
DUONG VRONIQUE (2020) SEO Management: Methods and Techniques to Achieve Success. Newark: John Wiley & Sons, Incorporated.
JARABA, GABRIEL (2017). YouTuber: Cómo crear vídeos de impacto y triunfar con ellos en internet. Ma Non Troppo.
SUTHERLAND, KAREN E. (2021). Strategic Social Media Management : Theory and Practice / Karen E. Sutherland. Singapore: Palgrave Macmillan,
VAN LOOY, AMY (2022) Social Media Management: Using Social Media As a Business Instrument. Cham: Springer International Publishing.
VARELA, JUAN (2009). “El periodista como red social”. Periodistas21. Link: http://periodistas21.blogspot.com/2009/03/el-periodista-como-red-social.htm
**** During the course we will work with materials derived from specialized websites, cyber media and blogs.
Software
Basic office software, social media domain and digital content management.
Language list
| Name | Group | Language | Semester | Turn |
|---|---|---|---|---|
| (PLAB) Practical laboratories | 71 | Catalan/Spanish | second semester | afternoon |
| (PLAB) Practical laboratories | 72 | Catalan/Spanish | second semester | afternoon |
| (TE) Theory | 7 | Catalan/Spanish | second semester | afternoon |