COMM 430 – Social Media: an Italian Perspective
Description
What is “Social Media” and why should students wish to explore this field for their careers? The world of social media has its own specialized vocabulary, as students taking this course will soon realize. Key terms such as “social media strategy”, “followers”, “engagement” and “content marketing” will form the basis of our study. More importantly, social media today are a “must” not only for any business company seeking a place in the market, but also for anyone willing to emerge professionally and build a career in a society where most people expect to have whatever they need whenever they want. In the past, in a crowded place like a local market, sellers had to shout at the top of their voices to get attention from buyers and customers. Nowadays, thanks to the Internet, the small market downtown has enlarged its boundaries worldwide. Consequently, shouting louder has been replaced by advertising through social media. Hence, the title of this course: social media (of course), but from an Italian perspective.
Course Aims/Objectives
While in Florence, students will learn how to use social media for business and professional purposes, making the most of their presence in this city. Its art, architecture, food, wine, lifestyle and leisure are like brush strokes on the big tableau of Italian culture. COMM 430 students will thus have the chance to contribute to this “painting” by using social networks. They will learn how to blog in a professional way; how to plan a social media strategy; how to use Facebook, Twitter and Instagram for gaining publicity, both for their own future careers and to the benefit of ISI Florence activities. Furthermore, they will learn how to organize and manage digital events involving the institute’s many partners (companies, brands, associations, academic institutions etc.), how to analyze the results of the activities they planned and develop new ideas. For instance, students will contribute to the following digital events: “Art in Florence”, “Fashion in Florence” and “Food and Drink in Florence.” In doing so, they will be exposed to major components of the city’s cultural life and have the opportunity to provide a detailed account of related activities through blogging, live Tweeting, Instagram posting and Facebook posting.
Textbooks
During orientation at the Institute, students will receive a list of textbooks and/or course readers they are required to purchase. Students should not purchase any texts before orientation.
Course descriptions may be subject to occasional minor modifications at the discretion of the instructor.