Overall objectives:

1 - Understanding the Social Media landscape, including its origins, evolution, and impact on the digital environment.
2 - Identify and differentiate categories of Social Media platforms, recognizing their specific characteristics and practical applications.
3 - Develop effective strategies for managing digital presence, considering objectives, type of activity, and the selection of the most appropriate platforms.
4 - Create diverse content tailored to the characteristics of the platforms.

Syllabus:

1 - Social Media landscape: origins, evolution, and impact on the digital ecosystem.
2 - Platform categories: generalist, video, chat and messaging, blogs, professional networks, audio and podcast, collaboration, and productivity platforms.
3 - Best practices for online safety.
4 - Strategy and management: identifying objectives and types of activities, selecting the most appropriate platforms, analyzing metrics.
5 - Content creation: planning strategy; production of text, images, videos, and podcasts.
6 - Features and best practices across different platforms.

Literature/Sources:

Marques, Vasco , Marques, Vasco (2016), Redes Sociais 360- como comunicar online, Lisboa, Actual Editora ,
Rez, R. , 2018 , Marketing de Conteúdo: a moeda do séc. XXI , Lisboa: Marcador
Kerpen, D. , 2011 , Likeable Social Media , The McGraw-Hill

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
The teaching methodologies include lectures to introduce topics, analysis of real-life cases, discussions of best practices, and practical classes for content creation and the use of digital tools. Assessment is divided into two components: an individual oral exam (50%), where students critically analyze a real digital campaign and present improvement suggestions, and a group project (50%), which involves creating a social media strategy for a brand, organization, or project, including platform selection and content production.