This course provides an introduction to this new media and explores its potential and constraints from the perspective of advertising and public relations. This course will take a holistic and practical approach by first examining the general working principles of the most popular social networking websites. Case studies of successful commercial applications of the mobile and social networking will be conducted. Students will develop a solid theoretical foundation for their own project development. Students will develop campaign strategy (e.g. creating fans club) which can fully leverage the potential of mobile and social networks.