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This is the contribution that Antonia Silvaggi and Federica Pesce will make to the next edition of the Master Marketing and Digital Innovation for Art and Culture of the 24ORE Business School starting on April 20.

The online Community Management module was developed thanks to the experiments carried out in almost a decade of European cooperation projects and over a year of work in times of pandemic

Melting Pro works on an idea of ​​community building that includes taking care of work, colleagues, the public and goes beyond a simple marketing strategy. It is a dimension of organizational culture, based on listening, participation, empowerment of the public and users, sharing.

While it is true that social platforms and digital channels offer many opportunities to grow the profile of the organization or its audience and users, they involve a number of challenges, in particular in terms of:

– Time and resources

– Competing for attention

– Types of messages

The module included in the 24ORE Business School Master will not be limited to the transfer of tools and practical steps to create and manage an online community by identifying the most suitable platforms, but it will foster skills to create a sense of belonging and build lasting relationships.

To learn more about this, contact Antonia Silvaggi,, from the Skills for Culture Area.

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Master in Management delle Risorse Artistiche e Culturali