Webinar 1


  1. Observations of the evolution of the web

Experts call the Internet before 1999 “Read-Only” web. The average internet user’s role was limited to reading the information which was presented to him. The best examples of this 1.0 web era are millions of static websites which mushroomed during the dot-com boom (which eventually has led to the dotcom bubble). There was no active communication or information flow from consumer (of the information) to producer (of the information). But the information age was born!

the Web 1.0, could be considered as the “read-only web.

Web 2.0 partecipant  determin the outcome of the expertiment, more interactive,

This era empowered the common user with a few new concepts like Blogs, Social-Media & Video-Streaming. Publishing your content is only a few clicks away! Few remarkable developments of Web 2.0 are Twitter, YouTube, eZineArticles, Flickr and Facebook.

Web 3.0

the Web 3.0 would be a “read-write-execute” web. However, this is difficult to envision in its abstract form, so let’s take a look at two things […]that will form the basis of the Web 3.0 — semantic markup and web services.Semantic markup refers to the communication gap between human web users and computerized applications. This notion of formatting data to be understood by SOFTWARE agents leads to the “execute” portion of our definition, and provides a way to discuss web service. A web service is a SOFTWARE system designed to support computer-to-computer interaction over the Internet. By combining a semantic markup and web services, the Web 3.0 promises the potential for applications that can speak to each other directly, and for broader searches for information through simpler interfaces.

The following attributes are going to be a part of Web 3.0:

  • Contextual Search
  • Tailor made Search
  • Personalized Search
  • Evolution of 3D Web

Deductive Reasoning


  1. Why do you think the EU has a tougher regulation on internet cookies

The Cookie Law is a piece of privacy legislation that requires websites to get consent from visitors to store or retrieve any information on a computer, smartphone or tablet.

It was designed to protect online privacy, by making consumers aware of how information about them is collected and used online, and give them a choice to allow it or not.



  1. Define: Media, Mass-media, digital media, Social media, Social networking


Media= Communication channels through which news, entertainment, education, data, or promotional messages are disseminated. Media includes every broadcasting and narrowcasting medium such as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax, and internet. Media is the plural of medium and can take a plural or singular verb, depending on the sense intended.

Mass-media= All the ways to communicate such as newspapers, cinema, radio, television  which use a language easily understandable from all cultural levels.

Digital media= Digitized content (text, graphics, audio, and video) that can be transmitted over internet or computer networks.

Social media= a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.

Social Networking= A social web with whatever group of people connected with different social ties, for example knowing someone , applying for a job, connection with the family.

  1. Look at the Social Media landscape and write How many platforms do you recognize? How many do you actually actively use, sharing content on constant basis/ upload info.

Facebook ; Badoo; Wikipedia; Istagram; You tube; Linkedin; Twitter; Whatsapp; Wechat; Tinder; Skype; Viber; Spotify; Messenger

I usually use Facebook for sharing photos and being in contact with friends, Skype and viber for calling my parents, Whatsapp to write to my  friends



  1. Check out the results of Edelman trust barometer of your country of origin

Milan 2 February 2015 – As for confidence, Italy appears in contrast with other major European countries and the world. A surprising recognition that emerges from the last edition, the fifteenth, Edelman Trust Barometer – the annual survey that measures the confidence and credibility of companies, governments, media and NGO’s made by Edelman. Trust is indeed fallen to the levels of the Great Depression of 2009: below 50% in two thirds of countries, including USA, UK, Germany and Japan. “The unimaginable events of 2014 have dispelled the confidence in the institutions,” notes Richard Edelman, president and CEO, Edelman. “The epidemic of Ebola in Africa, the plane crashes; the arrests of Chinese politicians; the difficulties of some large international banks; the missteps of some large global groups, have undermined people’s trust. ”


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 statati, 57% large, 68% of the family.


  1. Check out the Greenpeace vs Nestle case study (see slide 38). What did Nestle do wrong ?


Greenpeace, which is involved of environmental issues, attacks Nestlé who doesn’t have ecological practices. Greenpeace’s attacks started on Facebook, on the page of Nestlé company. But Nestlé decided to ignore the comments and delete them.

  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.


These videos are about the internet, they see from different points of views, some inequalities. Indeed, even if the internet was a revolution at the time, today, internet is considering as dangerous. Meaning that internet can destroy our freedom. Some people have “the cult of the amateur” they think and communicate such as professionals also if they cannot. Today, when you search an information, you have to be careful because it could be fake. We can see the destruction of DVD economy, due to streaming. Furthermore, the access of the internet and social media is unequal. There is a really difference between develop countries and undeveloped countries.


Webinar  2

  1. Figure how likealyzer work

Analisis of the Sony Facebook page

Page Information

Pagename: Sony [Visit]

Category: Company [Visit]

Username: Sony

Website: http://www.sony.com

You have given your website in your information. This allows your visitors to easily navigate to your website for more information.

About: Information specified.


Milestones: 0

Pages liked: >10


Page Performance

Likes: 7,094,303

Wow, there are a lot of amazing things you can do with 7,094,303 likes.

Likes Growth: N/A

PTAT: 21,821

Engagement Rate: 0.31%


Posts by Pages

Posts per Day: 0.89

Likes, Comments & Shares per post: 976

Posts per type:

54.2%    41.7%    4.2%

Timing: Way off.

Length of posts: Less than 100 characters.

Curiosity: You should ask more questions.

Hashtags: Using.


Your fans seems to responding best to Photos. Especially Photos posted between 03 – 06 (GMT).
To know more about what posts your followers like, check your Page’s top posts.


Posts by others

Everyone can post to your timeline? Yes.

Posts by fans: Happens on a daily basis.

Response Rate: Poor (80%).

Response Time: 177 minutes.


The most common times that users write to you are between 15 – 17 (GMT) and the most common days are Tuesdays.
You have some unanswered Posts by others which need your attention. Take a look


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

These social media platforms are mostly used by people from 15 to 30 years old, but the numbers are increasing also for the other categories.