Social Networks in Business

Syllabus

Thematic definition of lectures: 1. Basic background of social networks in business - definition of social networks, types of social networks, possibilities of presence on different types of social networks. 2. Baseline before entering a business into social media, creating goals, defining target groups of potential customers, creating personas, defining budget and understanding options. 3. Analyzing the opportunities in the organization's social media presence - creating a customer journey and identifying the points where the potential customer comes in contact with the organization's social networks. Creating a social media funnel. Evaluating and auditing current presence. 4. Creating a social media strategy - strategy design process including auditing the current situation, creating a SWOT analysis, competitive analysis, defining the target audience, content platforms (blog, website, podcast, webinars, ...), defining social media channels and identifying tactical lead generation plans. 5. Options for presenting the company in the Facebook social networking environment, strategies for approaching content creation, paid promotion options, ways to sell products and data acquisition options. 6. Options for presenting the firm in a social networking environment focused on multimedia content such as Instagram, Pinterest, and others, strategies for approaching content creation, paid promotion options, ways to sell products, and data acquisition options. 7. Opportunities to present the firm in a social networking environment aimed at professionals such as Linkedin and others, strategies for approaching content creation, opportunities for paid promotion, ways to sell products, and opportunities for data acquisition. 8. The use of social networks in the B2B field, their specifics compared to traditional social networks, strategies for applying in the B2B field on standard social networks. 9. Paid advertising options on social networks and their benefits for businesses compared to organic posts, financial comparison on both approaches based on an example. 10. Evaluating the success of an organisation's social media presence - methods of obtaining data from social networks, data integration, calculating KPIs and assessing financial effectiveness. 11. Live streaming using social media - options for broadcasting via different streaming platforms, their advantages and disadvantages, ways to acquire leads and generate revenue. 12. Copywriting - effective copywriting for social and online media to engage the target audience, opportunities to use blog posts and various forms of documents to generate leads. 13. Legal and ethical frameworks of social media business - case studies on the possibilities of misuse of personal data available on social networks, legal aspects of intellectual property protection when publishing content on social networks. Thematic definition of exercises: 1. The basics of using open-source software for creating graphics (Inskpace) as a support for creating content for social networks. 2. The basics of using open-source graphics editing software (Gimp) as support for creating content for social networks. 3. Working with open-source video editing software for quick editing of short videos for publishing on social networks. 4. A case study of conducting an audit of a selected company's online and social media presence. 5. Creation of a profile of a fictitious organization on the social network Facebook, creation and possibilities of different formats of promotion of the selected organization and the possibility of selling goods directly using the mentioned social network. 6. Possibilities of promotion and presentation of the selected fictitious organization using social networks focused on multimedia content (Instagram, Pinterest, Tiktok and others). 7. Possibilities of promotion and presentation of the selected fictitious organisation using social networks focused on textual content (Twitter and others). 8. A case study of the process of recruiting potential employees using social networks in general and using a specialized social network LinkedIn. 9. Procedures for acquiring B2B leads using different social networks with a focus on LinkdedIn. 10. The basics of working with the open-source streaming tool OBS and linking it to broadcast live content to social networks. Streaming to social networks using mobile devices. 11. Analyzing data collected from different social networks and evaluating it using one central dashboard created in PowerBI. 12. Presentation of student projects - designing a three month social media plan for a selected company. 13. Presentation of student projects - proposal of a three-month social media plan for a selected company.