BCLA3017

Currently the way in which people interact is changing. We live in a new digital and technological era, and an important actor in this change, without a doubt, is social networks. Social networks represent today a real revolution in the way we communicate. According to The Global State of Digital in 2019, prepared by HootSuite and We Are Social, it is estimated that 3,484 million people already use social networks regularly, 45 percent of the world’s population. This data reveals the importance that these platforms already have in our lives. In different recent events, such as the so-called Arab Spring or the 2020 elections to the US presidency, the importance of social networks and how they can shape people’s opinions was verified. If thanks to Facebook we can influence who will be the next president of a country or incite or promote a social revolution, how will it not be decisive to position a brand, sell a product, improve the image of a company, or launch a new service?

Companies are increasingly aware of this new reality and invest more and more money in advertising on networks with different objectives: to position their brand, increase the reputation of their company, increase their sales, communicate their innovations or launch a new product. In short, in maintaining close contact with their target audience through networks. In this course, students will learn how companies use social networks as marketing and communication tools. In this course, students will appreciate the strategic importance of social networks within an organization and will also be exposed to different examples from companies adopting social media through the analysis of case studies. Additionally, students will be able to perceive and understand the possible risks that a company may face if it does not know how to manage its use, and the importance of identifying and managing the so-called “fake news” in the communication policy (and trust) of a company.