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Corporate

Fundamentals of Virtual Community Management

Corporate 100 h

Introduction

Training in Fundamentals of Virtual Community Management provides a holistic and comprehensive overview of the ever-changing world of digital communication and marketing. In the age of Web 2.0 and social media, understand how to interact and connect with the audiences Online skills have become essential for professionals and organisations. This course will guide you through the key concepts, strategies and tools needed to understand and to manage online communities effectively and make the most of digital marketing opportunities.

You will also acquire essential skills for the online performance analysis and measurement, which will enable you to assess and optimise your communication strategies.

Objectives

  • Understanding the the basics of Web 2.0 and its impact on communication.

  • Familiarise yourself with the basic concepts of digital marketing and its significance.

  • To explore the importance of digital content in the digital age.

  • To know the major social media platforms and its use in marketing strategies.

Table of Contents

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.

TEACHING UNIT 2. DIGITAL MARKETING

  1. Basic concepts 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 marketing within the marketing mix 3.

TEACHING UNIT 3. DIGITAL CONTENT 2.0

  1. The Internet as a channel of communication.
  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 you get followers?
  10. Success stories.

TEACHING UNIT 5. THE COMMUNITY MANAGER AS A PROFESSIONAL ROLE

  1. Community Management: roles and career profiles.
  2. The creation of virtual communities.
  3. Content creation and management 2.0. Searching for sources of information.
  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 life.

TEACHING UNIT 6. ANALYTICS AND MEASUREMENT

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

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