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Day One: March 13


Teaching Social Media

How should academics approach teaching social media in terms of course content and pedagogy?


Chaired by Adela Rogojinaru (University of Bucharest, Romania/Euprera)


  • Richard Bailey, Helena Makhotlova (Leeds Metropolitan University, UK): Teaching ms txt. A study of learning, literacy and mobile technology  Bailey Makhotlova.pdf
  • Thomas Pleil (Hochschule Darmstadt, University of Applied Sciences, Germany): Social Media in PR Education 

  • Kaja Tampere (University of Jyväskylä, Finland): Blogging as a teaching tool: a Finnish experience  Tampere.pdf 
  • Erkan Saka (Istanbul Bilgi University, Turkey): Introducing New Media to new Public Relations Students  Erkan Saka.doc



Day Two: March 14


How can academic research lead and support the ways in which practitioners embrace social media?


Chaired by Sven Hamrefors (Mälardalen University, Sweden/Euprera)


  • Guido Keel, Winterthur (University of Zurich, Switzerland): Web 2.0 in Swiss organizations – Usage, Patterns and Corporate Culture  euroblog_2008abstractGuidoKeel.pdf
  • Karine Johannes (Université Catholique de Louvain, Belgium): Social media as opportunities for organisation-publics relationships: Theoretical perspectives and case study K.Johannes_Abstract_Euroblog2008.doc
  • Roberto Zangrandi (Head of CR, ENEL SpA, Italy): Deliberative polling as an advanced tool to ensure stakeholder dialogue: the Enel ‘sustainability meter’
  • Alexander Richter (Bundeswehr University Munich, Germany), Alexander Warta (Robert Bosch GmbH, Germany): The media variety as barrier for the successful use of enterprise wikis in the case of the Robert Bosch GmbH EuroBlog_2008_Richter_Warta.rtf


Plenary papers & discussion


Chaired by Gerard Valenduc (Université Catholique de Louvain, Belgium)


  • Ansgar Zerfass (Leipzig University, Germany): Social Web, Interactive Communication and Open Innovation: Joining Forces to Contribute to the Bottom Line  Zerfass-SocialWeb-Brussels-140308.pdf
  • David Jennings (UK, author of Net, Blogs and Rock’n’Roll): Digital Discovery: How it Works and What it means for Consumers, Creators and Culture
  • Martin Oetting (European School of Management, Germany): Empowered Involvement and Word of Mouth: an agenda for academic inquiry  Oetting wom.pdf 


Day Three:  March 15


What are the societal implications of social media (democracy, accountability, privacy)?


Chaired by Liz Bridgen (De Montfort University, UK)


  • Nicolas Baygert (Université Catholique de Louvain, Belgium): French politics at the digital age – Did social media really change the Presidential Campaign of 2007?  Nicolas Baygert, EuroBlog2008_abstract.doc
  • Derek Hodge (University of Stirling, UK): Application of circuit of culture model from cultural studies to online communities  Hodge Abstract.doc  Derek Hodge.pdf

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