The video lessons deal with the following issues:
Planning of integrated communication strategy
Owned and Earned media: institutional websites, blogs, apps and social networks
Positioning, thematic areas and key words
The importance of policy, from the tone of voice to managing crises
Social media, platforms, formats, languages
Brand Reputation
Users’ profiling
Storytelling: narratives and cross-media contents
The editorial calendar
Writing for the Web
Feeding the community: from managing comments to groups building
Digital PR and Influencer Marketing
Reach wider audiences through social advertising techniques
Measuring the results: analytics, metrics, KPIs