The more time we spend online, the more sophisticated digital platforms become. With the sedimentation of the social web and the demands for digital transition brought about by the pandemic, we are daily confronted with new needs which need to be addressed. This second part of the Digital Communication course identifies more complex functionalities of the most common social networks and digital platforms, in order to contribute to the design of integrated communication strategies. Starting from a strategic content definition designed especially for cultural projects, we will differentiate tactics, promote conversion and interpret results in practical ways.