Overall objectives:

1 - Recognize the importance of the main social media platforms in achieving the objectives of marketing and communication;
2 - Use Social Networks to promote the achievement of communication and marketing objectives;
3 - Integrate social networks into branding strategies;
4 - Manage the online presence of tourism brands through the development of content strategies

Syllabus:

1 - Definition of Social Network Management.
1.1 - What are Social Networks: socio-communicational perspective.
1.1.1 - The transformation in the way we communicate.
1.1.2 - The urgency to communicate and share.
1.2 - Social Networks as strategic elements of Digital Marketing
1.3 - Social Networks and Direct Marketing, Public Relations and Advertising.
1.4 - Who is the Social Media Manager.
2 - Social Networking Platforms and Influencers.
2.1 - Find the right social media platforms.
2.2 - Main social media platforms:
2.2.1 - Facebook;
2.2.2 - Twitter;
2.2.3 - YouTube;
2.2.4 - Linkedin;
2.2.5 - Snapchat;
2.2.6 - Pinterest.
2.3 - Types of Influencers.
2.3.1 - Bloggers and VBloggers.
2.3.2 - You Tubers.
3 - Social Media Communication Campaigns.
3.1 - The campaign plan.
3.1.1 - Objectives.
3.1.2 - Means identification
3.1.3 - Content creation.
3.1.4 - Measurement results.
3.2 - Principles of Communication in Social Networks.
3.2.1 - Authenticity.
3.2.2 - Instantaneousness.
3.2.3 - Interpellation of digital communities
3.2.4 - Communication management over time.
3.3 - Principles of Content Creation.
3.3.1 - Contents that educate.
3.3.2 - Content that attracts customers.
3.3.3 - Contents that trigger an action.

Literature/Sources:

Fialho, J.; Santos, M. O.; Baltazar, M. S. & Saragoça, J. , 2018 , Redes Sociais: Para uma Compreensão Multidisciplinar da Sociedade , Lisboa: Edições Sílabo
Kolb, B. , 2017 , Tourism Marketing for Cities and Towns. Using Social Media and Branding to Attract Tourists , London: Routledge
Macarthy, A. , 2019 , 500 Dicas de Marketing nas Redes Sociais: Estratégias essenciais para Facebook, Twitter, Instagram, Pinterest, Linkedin, Youtube, Snapchat , Lisboa: Editorial Presença
Marques, V. , 2016 , Redes Sociais 360 - como comunicar online , Lisboa: Actual Editora
Mendes, A. , 2019 , Gestão de Redes Sociais para Empresas , Lisboa: Marcador
Rez, R. , 2018 , Marketing de Conteúdo - a moeda do séc. XXI , Lisboa: Marcador
Safko, L.; Brake, David K. , 2010 , A Bíblia da Mídia Social: Táticas, Ferramentas e Estratégias Para Construir e Transformar Negócios , São Paulo: Blucher

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
In accordance with the expected for the Professional Higher Technical Courses. Teaching resources: Development of the syllabus through exercises and case studies. Use of computers to carry out practical exercises and learn some of the program's contents, as well as to observe case studies.