in programming
The Heritage Social Media Manager is an increasingly central figure in contemporary cultural communication. He/she is a professional who combines the skills of the social media manager with an in-depth knowledge of cultural heritage, with the aim of narrating it, enhancing it and making it accessible through digital channels.
He works in museums, archives, foundations, libraries, historical parks and in general in all those realities, public or private, that operate in the protection and promotion of heritage. His role goes far beyond the simple management of social profiles: he creates editorial strategies, develops engaging content, experiments with languages and formats to tell stories related to places, works, people and collective memories.
His is a communication made of a balance between authority and simplicity, between storytelling and information, between fidelity to historical content and the ability to adapt it to the rhythm and logic of digital platforms. Behind every post, every video or live broadcast, there is a strategic vision that takes into account the identity of the organisation, its target audience and its cultural and social objectives.
Those who carry out this work must master digital tools and analysis metrics, but also have a sensitivity towards issues of accessibility, dissemination and inclusion. He/she is often involved in the promotion of exhibitions, events, publications, territorial enhancement projects, actively participating in building dialogue between cultural institutions and citizens.
A background in the humanities - such as cultural heritage, art history or digital humanities - is combined with communication, visual and technological skills. The training can be enriched by courses in cultural marketing, digital storytelling, multimedia production and social media strategy.
MUSEOLOGY
The birth of collecting
The birth of the public museum
The museum in the 19th century
The contemporary museum
The museum and its definitions
Types of museums
Museum disciplines
The role of ICOM
The role of lighting in the museum
The museum between society and development strategies
OUTLINES OF LEGISLATION ON CULTURAL HERITAGE AND MUSEUMS
The Constitution and the first regulations on museums
Cultural Heritage and Museums
Administrative decentralisation
The Cultural Heritage and Landscape Code
The establishment of a museum
Museum management
Additional services
SOCIAL MEDIA MANAGEMENT
Tourism and social networks: targeting, content planning, tone of voice
Social tools
Instagram vs. blog
Instagram stories and reels
Pinterest and Tik Tok
Photography and storytelling
Photo and video editing and use of alternative media (latest generation Smartphone)
How to create quality content
What are the key sharing strategies
Guided exploratory tour
CONTENT WRITING
The rules of online writing
How to create effective content: the journalistic style
Identifying information, creating an impact text, choosing a title
Various types of content: informative, marketing, commercial, technical
Storytelling and creative writing, the use of metaphors
The podcast
The detection of fake news
The concept, the script, the coherence between image and text
DIGITAL COMMUNICATION FOR THE MUSEUM SOCIAL MEDIA MANAGER
Develop effective communication strategies consistent with the museum's mission
Creating engaging and accessible digital content for different audiences
Knowing how to adapt the institutional tone of voice to the different social channels
Enhancing the online visibility of museum activities (exhibitions, events, workshops, etc.)
THE MUSEUM IN THE DIGITAL WORLD
Museum institutional communication: mission, values, audience
The museum as cultural brand: visual identity and narrative
Difference between offline and online communication
Evolving digital museum audiences (young people, families, tourists, schools, scholars)
Bachelor's degree and at least two years of work experience or secondary school diploma
Private certificate of course attendance
Occupational Safety Course Certificate (Low Risk)
Certificate of Project Work
Possibility of financing;
CV video realisation;
Reworking and updating the CV for dissemination to companies in the sector at the end of the training course.
50 hours minimum of self-study for the teaching material provided in the preparatory phase and during the lectures, including the possibility of reviewing the lectures recorded on the platform and any planned exercises
6-month English language course “all you can learn” formula. If you already have at least a self-certified B2 level of English, you can choose another of the following languages: French, German, Spanish, Portuguese and Italian;
Safety at work course (Legislative Decree 81/08) on FAD platform for the duration of 8 hours of General Training + Low Risk, with relative issue of certificate.
Classroom phase:
120 hours of live streaming online lessons
Project Work
Minimum 300 hours of internship in affiliated museums
Reworking digital CVs
National CV dissemination
20
120
Private certificate of course attendance
Occupational Safety Course Certificate (Low Risk)
Certificate of Project Work
Designing an innovative solution for the promotion of a cultural asset or exhibition
Italian Italian 
English
Spanish
