This course focuses on regular patterns of interactions among people, media and information under surrounding social media. The curriculum mainly concerns: the framework and structures of net medias; the
interesting focus and evolution of the message-acceptor; the optimization of info-transition paths; methods and tools for detecting online communities; the building, development and interaction within, inside and between online communities; word-of-mouth dynamics along the social net; terminal-competition in mobile medias; useful data analytics.
1st week: Introduction. IT
revolution brings up digital media and transforms the relationship among
people, media & information.
2nd week: The fundamental
structure of web. Social media as a platform, the framework of media, the paths
of messages transition & diffusion.
3rd week: Observation and
discrimination of the special crowds (communities) living in the words of social
media. Introduction of useful methods & tools for identifying online
communities (data analytics).
4th week: Clarifying the
principles of embedding, concatenation and emergence operations in online
society. Analysis the different stages in the development of community.
5th week: Emotional
relationships among online crowds. Sentimental analysis in social network.
6th week: Understanding the
word-of-mouth in social network; how it is engendered or formed, its dynamics, and
its effects in online society, with test tools and estimate methods.
7th week: The unique effect
of occupying the entrance in webs. Take APP as case-study to show the values of
the terminals of mobile phones, the classification of APP, position analysis, the types of putting-on the market, customer analysis and effects,
etc. of advertisement.
8th week: PR vs. Marketing
in socialnet. Net is already a popular social stage for modern public
communication. Analysis the basic methods for online planning or strategy, the
new standards & criteria for Big Data PR.
9th week: The importance of
searching engines in the mobile epoch. The evolution of mobile searching, competition in the terminals of mobile searching, the competition in between desk &
mobile search engines, users’ habits with media equipment and their effects.
The current situation, perspectives and problems with applying search engines in
brand communication, market promotion, etc.