Student 5: Art Director, creating the graphic daily contents of the campaign.

Student 6: Webmaster and data analyst. Responsible for the design and development of the web platform as well as for analyzing the statistics obtained from each social network.

Student 7: In charge of all the audiovisual production, of both the daily contents and specific projects.

Student 8: Market researcher. Responsible for identifying cases of hatred contents in social networks and for managing corporate communication issues off the team.

This way, each one was responsible for the success or failure of the entrusted task and they also understood the operation of the departments of a real agency. For the selection of these students, the team of four professors who coordinated the project established the specific competences that should be assumed in it. The analysis of professional profiles and generic objectives resulted in two major core competencies around which the entire project is organized:

1) Be competent in research and analysis of the reality in its various areas (political, economic, legal, artistic, cultural, scientific, technological and sports) and especially in the field of social networks. This competence for the interpretation of reality is the fundamental competence on which the work of any communication professional in any field is based. The analysis of this competence led to its breakdown into two major subcompetences:

a) Knowledge of the state of the world, its recent historical evolution and the basic parameters in the different areas. It was a competence of enormous potential dimensions, but of special relevance in the objectives of the project. When fighting hatred on social networks, students had to be competent in contextualizing current events in the appropriate structures and situations, for which they needed sufficient knowledge of the state of the world in all its areas (especially in Web 2.0). and 3.0) and they should also be able to interpret texts and data from very different fields and reason critically with them.

b) Ability to search and manage information. Indispensable in their work of interpreting reality was the ability to search and manage information, analyze it, synthesize it, hierarchize it and manage it, for which they also needed to be able to use the appropriate technologies and master the specific procedures of searching for information and researching in a terrain as marshy and broad as that of social networks.

2) Be competent for communication in different genres, languages, supports and technologies, integrated in the different contexts and media in which social networks have repercussion and an impact. This second great competence complemented the first to configure a competent student when facing this very specific project. This competence gave rise to a further extension in a tree of subordinated competences according to the different social profiles in which the communication activity was developed and according to whether it was a communication using oral, written language, audiovisual language, photography. ..

a) Ability to express oneself correctly and effectively in the different languages, supports and devices. This is a basic competence for a communicator and includes aspects such as correct use, oral and written, of one’s own language, the ability to express oneself in the specific language of the image and mastery of the specific language of the different profiles on social networks. It also includes skills such as the ability of reasoned presentation and argumentation,