First part by Vera Gheno, talking about: the rules of an effective text, more effective than a viral text - long texts, short texts - Italian correct uber alles - content quality, depth, consistency.

Second part by Bruno Mastroianni, talking about: old rules of relations with the media are valid in relations with users (trust, credibility, added value): from becoming a source of news to being a source of valuable relationships - being relevant vs getting space.

Third part by Pier Luca Santoro, talking about: a news-brand's approach to social changes and what are the new evaluation criteria for the work to be done - from social media marketing to social media mining. extracting data to extract value from social networks - the algorithm is won with people.