Webinar 1

  1. Check slides 10-13 on the history of the internet and evolution of social media. What do you learn from them?

Reading the articles I realized how the simplicity of being able to access today to a social network like Facebook hides a work that is the result of years and years of research and development. Being able to know what is happening on the other side of the world for us today is a simple thing, just turn on your computer, connect to the Internet and start browsing through the many social networks that exist. But that is not born out of thin air. It was born by the capacity of people who were able to look over, who responded to the first to the needs of knowledge of the people and that perhaps driven by their nature dreamer managed to shape the world we live in today.

  1. Define the following terms: media, mass-media, digital media, social media and social networking? What are the differences and similarities between them?

Media: is the communication channel that can be used to spread news about current affairs, entertainment, politics, sports, education, and many others.

Mass media: the media instead are those channels that you intend to use to reach a large number of audience. Obviously the choice of the most suitable mass media varies according to the period in which you live. When there was the first moon landing the media pr excellence were the newspapers. Today has started using the Internet as a mass media, because its use is growing at the expense of other media.

Digital media: today thanks to the internet you can send messages, information, images, video, graphics and much more. All this is possible thanks to the interactivity and group forming

Social media: they are online communication tools that are used by the community to express their ideas, their moods, photos, videos.

  1. Social media landscape 2015 – how many platforms do you recognise vs how many platforms do you actively use (and by that I mean to upload content)?

To be honest I’m not a very experienced regarding the awareness and use of social networks. In social media landscape I recognize:

Facebook and Messenger I use it just to chat and share some pictures.

Viber: I think I used a couple of times to chat

Snapchat which occasionally I send some pictures to friends I have not seen for some time. But to tell the truth I do not like to apply as the photos that receive or send out can only be seen for a few seconds, if I’m not mistaken

Instagram: I like to share with my “digital friends” photos of when I travel or when I eat something good

Wikipedia: I use it when I need to make some research but I use it only as reference, because I never know how can be credible.

  1. Check the Edelman Trust Barometer 2015 results. Find the results for your country of origin, Belgium and the worldwide results. What do you observe? Who is trusted the most (businesses, NGOs, media and/or government)? What does this mean for communicators?

In Italy, last year the trust has grown to all: government (24-28%), companies (45-53%), medium (40-48%) and NGO’s (62-64%). Of course it is very low percentages ever especially that of the government, but the trend does not leave doubts. As for businesses, surprising the gap that exists in Italy between the credibility of the state-owned companies (35%) than that of large enterprises (52%) and those family members (71%), especially when compared to the world average: 50% the state, 57% large, 68% of the family.

  1. Check out the video summaries for the European Communication Monitor and the Asia-Pacific Communication Monitor. What are the biggest challenges communicators are facing?
  2. Check out the Greenpeace vs Nestle case study (see slide 38). What did Nestle do wrong?

Eight weeks ago, Greenpeace UK released a provocative YouTube video calling into question Nestle’s methods for acquiring palm oil. Greenpeace claims that the company’s practices contribute to rainforest deforestation and used YouTube as a platform to shock viewers with a video that likens eating a Kit Kat to eating an orangutan.

The video caught the attention of Nestle, who removed it from YouTube and consequently incited Greenpeace to rally the troops to call, send e-mails and leave chastising comments on Nestle’s Facebook page. The situation created by the cacophony of updates worsened after a Nestle representative threatened to delete any comments by users whose profile pics included an altered version of the Nestle logo.


The error of Nestè  was to delete the video, causing a chain reaction even worse, but anyway today Nestle works with a  “zero deforestation” policy in partnership with The Forest Trust (TFT), which will initially focus on amending its palm oil purchasing practices.

  1. Watch the videos in the “assumptions” section (slides 42-51) on the digital divide, long tail, cult of the amateur, technological determinism and net delusion. Summarize the main point of the video. Write up in a short paragraph what (as a communicator/marketer) you learn from them.

Digital divide is the gap between those with access to the technologies of information and those who for various reasons is excluded. The causes that may lead to the exclusion are: economic conditions, level of education, level of infrastructure, geographical origin and belonging to different ethnic groups

Long tail it is about how nowadays economy and culture is moving from mass markets to lot of online shops. Because of the Internet development consumers find and buy those products, so in the future people will not go to the shops, because they will buy everything online. But this could incite also other problems like a high unemployment rate.

Cult of amateur: Andrew Keen that is saying here in the 21st century amateurs are replacing

Their professionals in the field. That is the information found on the Internet is unreliable.

Also mentions that social media shows information which could reach blackberries reader and sometimes is not correct. The idea of the blogs are corrupting and confusing popular opinion about everything from politics, commerce, arts and cultures.

Technological determinism: Technological determinists interpret technology in general and communications technologies in particular as the basis of society in the past, present and even the future. They say that technologies such as writing or print or television or the computer ‘changed society’. In its most extreme form, the entire form of society is seen as being determined by technology: new technologies transform society at every level, including institutions, social interaction and individuals. But we have to understand that technology is not designed to make us spend all your time on the computer, tablet or smartphone. The technology must be a tool used to save time that we could use in other ways, such as spending more time with friends, with family, etc.





Webinar 2

  1. Familiarise yourself with the platforms mentioned on slide 10. Use the example of your home university to explore their use. What are the platforms for? What insight do you gain about your university? Search and clarify the concepts and terms you do not know.

Lumsa Roma

Global rank = 300388

Rank in Italy = 7312

Bounce rate = 43.70% (+6.00%)

Daily Pageviews per visitors = 4.00% (-13.67%)

Daily time on site = 3:36 (-20%)

Whit Alexa.com is possible to see the internet traffic, it means how many people visit the website.


  1. What are the most active age groups on the most popular social media platforms – Facebook, Twitter, Instagram, Pinterest, Tumblr…

We can say that in the most popular social media platforms like Facebook, Twitter, Instagram, Tumblr… the most active groups are between 15 and 25 years old. It is true that also nowadays more people younger than 15 years old is starting on those social media platforms. Otherwise, old people also is related with those platforms because sometimes are really necessary and the advantage that they give us is important. Finally, we can that almost people of different ages use those platforms because of their popularity and quality.