In recent years, social networks have established a new paradigm of social and technological order in which users have taken power. In this context, the figure of the Content Manager, as opposed to the more passive and automaton of the Community Manager, acquires a prevailing voice at a time when content, both its own and that of others, is the best key to a good marketing strategy. What is the core of a brand and how it is represented, how the file is used or how guidelines are established for the generation of a new one are creative fields of this new figure of rapid ascent in the internal structure of a company.
In this course, the student will learn to define the notion of brand essence and to find a storytelling, a way of telling themselves and the rest of the people, who can survive in speeches as different as the networks in which they navigate. We will study cases of information channels on Twitter, inspiration panels on Instagram, brand documentaries on YouTube, fashion films and even real televisions on Stories. There is no stopping if the content is good and it can connect with existing and aspirational audiences. There is no stopping as long as that new way of explaining, as opposed to the previous rigid communication, is as fluid as the interests and paths of our new superuser.