Fundamentals of Virtual Community Management

TEACHING UNIT 1. WEB 2.0

1. What is Web 2.0? From Web 1.0 to Web 2.0.
2. The Impact on Communication Models: The Era of Digital Conversation.
3. Virtual Communities: Definition, Characteristics, and Fundamentals.
4. Social Media as a New Medium. Definition and Characteristics. Differences Between a Virtual Community and a Social Network.
5. Web 2.0 Professional Profiles.

LEARNING UNIT 2. DIGITAL MARKETING

1. Basics of Digital Marketing.
2. The new brand value and its positioning.
3. Principles of Relationship Marketing.
4. Viral marketing: communication, engagement, virality.
5. The Strategy: Social Media Marketing Within the Marketing Mix 3.

TEACHING UNIT 3. DIGITAL CONTENT 2.0

1. The Internet as a Communication Channel.
2. Writing in Digital Environments.
3. Reading on the Internet.
4. Audiovisual content.
5. The Blogosphere Phenomenon. The Corporate Blog.

TEACHING UNIT 4. SOCIAL MEDIA

1. Classification of Social Media. Advantages.
2. Facebook.
3. Tuenti.
4. Twitter.
5. YouTube.
6. LinkedIn.
7. Other social media platforms: Flickr, MySpace, Vimeo, Xing.
8. Social media as an advertising medium.
9. How do I get followers?
10. Success Stories.

TEACHING UNIT 5. COMMUNITY MANAGER AS A PROFESSIONAL ROLE

1. Community Management: Roles and Job Profiles.
2. The Creation of Virtual Communities.
3. Content Creation and Management 2.0. Searching for Information Sources.
4. Moderation in a Web 2.0 community.
5. Communication Planning. Communication Objectives and Actions. Conflicts on Social Media.
6. Social media management: Hootsuite, TweetDeck.
7. A Community Manager's Day-to-Day Routine.

TEACHING UNIT 6. ANALYSIS AND MEASUREMENT

1. What is web analytics?.
2. Glossary of Terms.
3. Introduction to Google Analytics.
4. Social Media Analytics.