The course is divided into four parts.

Part 1: “Stakeholder engagement using Instagram” dives into the practice of stakeholder engagement online, using a concrete platform example. This first part will help you generate important questions when trying to understand and manage digital communication (e.g., asking about important challenges and issues when trying to be visible and relevant, building followers, motivating engagement etc.).

Part 2 “Communication in the digital society: overview and basic concepts” introduces key concepts and theories for understanding social media and how it influences different forms and professions of communication. We will focus on concepts and theories that help us understand and analyze social media and their effects. Emphasis is placed on developing a critical understanding of social media for future journalists, PR practitioners and marketers.

Part 3 “Positive engagement: building brands on social media” focuses on how companies can develop and build brands using social media, as well as how to create valuable consumer experiences. How the company can promote trust and loyalty among consumers is also discussed in this section.

Part 4 “Negative engagement: handling crises social media” then looks at what happens when engagement on social media turns "sour" and there are crises, “firestorms” and scandals. How can companies and their communicators manage these situations communicatively and how can one prepare for crises or even prevent them? Strategies for both prevention and repair of the company's damaged reputation and image, as well as “issues management” are topics that are discussed in this part.