An introduction is given on digital marketing to have a general view about how Business Schools and, in general, all firms can promote their activities online, as social media marketing, in fact, is just a part of the tools that can be used for the online promotion. The scope of this work is to understand, starting from real data, how Schools of Masters promote their educational programs online and how they use social media for this purpose in order to apply the tools that, from the analysis, result effective to the Specializing Masters Programs and Lifelong Learning School of Polytechnic of Turin.