220050 VO SPEZI: VO SOME B Theories and Practices of Social Media Communication B (2023W)

The aim of the course is to give students an overview of current social media networks, technologies, media economics, formats and communication strategies.

TOPIC AREAS:
* History and development: From the WWW to Web 2.0 to social media
* Importance of social media for communication studies
* VOGUE approach and criteria for observation: how to categorize and describe social media?
* Social media platforms and their specifics: Facebook, LinkedIn, Instagram, Twitter, Youtube, Pinterest (together with SOME A)
* Content marketing, social selling, social recruiting: How social media is changing PR, marketing, sales and HR and reorganizing production, distribution and consumption.
* The future of social media: Voice, VR/AR and AI

The lecture program is supplemented by some guest lectures and didactic interventions during the lecture.

METHODS:
* Frontal lecture
* Guest lectures
* Exercises and group discussions

At the end of the semester, the participants should have knowledge of the planning, creation and organization of social media. The students should know about basic processes and different approaches to the operation of professional electronic media forms. They should be able to deal critically with the tension between cooperation and commerce in a globalized, networked and digital world.