Social Media II

second cycle, Master

Students deepen their competencies in the strategic and operational implementation of social media activities. Building on prior social media strategy development, they design, plan, and execute targeted measures in content production, community management, and campaign planning. Students analyze and evaluate different implementation approaches and their effects within digital communication. Upon completion of the course, they are able to independently conceptualize, implement, and iteratively refine social media strategies in a practice-oriented context.

WBW

Building on the course “Social Media I”, this course is focused on consolidating the applicability of social media instruments and channels. Fundamental theoretical approaches and methods for acquiring network data and various analysis procedures are conveyed. Data from the first course is reviewed and evaluated via software tools. Based on these activities, fundamental analysis options in social networks and possible conclusions are discussed. The following questions are at the core of the matter: How can interactions in social networks such as LinkedIn, Facebook and Instagram be evaluated, visualized and used and which conclusions can be drawn from it. Building on analyses, central elements for the development of (social media) strategies for applications in companies and on consumer markets are introduced.

- Ceyp, M. H., & Scupin, J.-P. (2013). Erfolgreiches Social Media Marketing: Konzepte, Maßnahmen und Praxisbeispiele. Springer Gabler.

Exam

German

5

Seminar, group work, presentation and task discussion

3