Course Description

Course Name

Social Media and Online Communication (in English)

Session: VSVS1121

Hours & Credits

45 Contact Hours

Prerequisites & Language Level

Taught In English

  • There is no language prerequisite for courses at this language level.


Course Objective: Social networks have represented a revolution over the past few years, a space where companies and users meet and interact. Nowadays, the market is also a topic in online conversations. Companies, institutions and even individuals are offering spaces where their followers can express their opinion about the products, services and about the company, institution or NGO itself. Interaction has become an essential part of a transparent image. Listening to and responding to users is a crucial part of this process. Social networks are gaining more and more ground and developing a proper strategy, encouraging participation, responding appropriately and spreading a positive opinion.

This course will consist of an introduction to social networks, the definition of social networks, and their problems and dangers. Main social networks and their practical applications will also be studied. The Community Manager, his work as a motivator and mediator between the company and the users, will also be covered. The course will then cover crisis resolution and mistakes to avoid.

After working with social networks, students will design and present practical examples during the class. They will explain in class the best way to run a social network for different kinds of purposes. Students will have to adapt and justify their profiles on the social network in order to be as successful as possible. The course might also include the visits of professionals in this field.

Learning Outcomes:

- be familiar with the most important and used social networks and the best way to act in each one.

- know the last trends in SEO positioning

- be familiar with the key words to use in the search engines,

- be able to position a company in the first position in search engines.

- react accordingly when facing all kind of situations in diverse social networks

- apply Customer Service Orientation to the social networks

- be aware of the latest programs and tools in this field


Unit 1 - What does the web 2.0 entail? What is a social network?

Unit 2 - Benefits and risks of social networks.

Unit 3 - Main social networks and practical applications. Facebook, Twitter, Youtube, Blogs, Linkedin, Pinterest, Foursquare, Instagram. The importance of the blog as a social media project. Introduction to the SEO. Other social networks. Advertising and its impact on social networks.

Unit 4 - The Community Manager. The social media plan. Tasks and responsibilities.

Unit 5 - The online corporate reputation.

Unit 6 - New social tools to take into account.

Bibliography: compiled by lecturer and online resources

Course Evaluation:

20% Tasks and attendance 40% Final exam 30% Projects 10% Subjective evaluation (students are expected to come prepared to class and profesor will value that students are showing a mark of improvement)

Spanish Grading Scale:

Matrícula de Honor 10 Sobresaliente 9 – 9,9 Notable 7 – 8,9 Aprobado 5 – 6,9 Suspenso 0 – 4,9 No Asistencia (Student has exceeded the allowed number of unexcused absences)

Please find as a reference the following grading scale conversion. However, it is ultimately the responsibility of the student’s home university or institution to determine the final grade equivalencies.

Matrícula de Honor = A+ Suspenso = F Sobresaliente = A No presentado = Incomplete (attended Notable = B classes but did not take final exam) Aprobado =C No Asistencia = Incomplete (enrolled in the course but did not attend class)

Appeal grades: The deadline for claiming notes is 30 days from the reception at the university certificate.

Attendance: class attendance is obligatory, it is checked every class day and it is reflected in the course attendance sheet that is sent to the home University.

An 85% of attendance is required for the successful completion of the course. Not missing any class will be considered positively.

If a student exceeds this limit, the grade in the transcript for this subject could appear as “not attended course”.




*Course content subject to change