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Randy Hlavac
In a 2014 study of CEOs and CMOs, IBM found 63% wanted social strategies which generate business metrics while only 20% of businesses worldwide actually have them. This means strategies which not only grow your company’s social footprint but link to your sales and marketing systems. With this critical linkage, your social and mobile strategies will provide you with the ability to engage consumers at a 1-to-1 level and measure your social investments in terms of costs, revenues, profits and ROI. In this fifth MOOC of the Social Marketing Specialization - "The Business of Social" - you will learn how to transform your organization's social marketing from an untracked investment to an integral part of your company’s marketing strategy. You will learn the legal considerations involved as well as proven performance metrics and management tactics for success.
Read more
In a 2014 study of CEOs and CMOs, IBM found 63% wanted social strategies which generate business metrics while only 20% of businesses worldwide actually have them. This means strategies which not only grow your company’s social footprint but link to your sales and marketing systems. With this critical linkage, your social and mobile strategies will provide you with the ability to engage consumers at a 1-to-1 level and measure your social investments in terms of costs, revenues, profits and ROI. In this fifth MOOC of the Social Marketing Specialization - "The Business of Social" - you will learn how to transform your organization's social marketing from an untracked investment to an integral part of your company’s marketing strategy. You will learn the legal considerations involved as well as proven performance metrics and management tactics for success.
Read more
In a 2014 study of CEOs and CMOs, IBM found 63% wanted social strategies which generate business metrics while only 20% of businesses worldwide actually have them. This means strategies which not only grow your company’s social footprint but link to your sales and marketing systems. With this critical linkage, your social and mobile strategies will provide you with the ability to engage consumers at a 1-to-1 level and measure your social investments in terms of costs, revenues, profits and ROI. In this fifth MOOC of the Social Marketing Specialization - "The Business of Social" - you will learn how to transform your organization's social marketing from an untracked investment to an integral part of your company’s marketing strategy. You will learn the legal considerations involved as well as proven performance metrics and management tactics for success.
Additional MOOC 5 faculty include:
* Rich Gordon (Professor & Director of Digital Innovation, Medill, Northwestern)
* Tom Collinger (Executive Director Spiegel Research Center and Senior Director Distance Learning, Medill Integrated Marketing Communications, Northwestern)
* Seth Redmore (CMO, Lexalytics, Inc.)
* Jeff Davidoff (CMO, Donuts.Domains)
* Matt Krull (Business Unit Executive, IBM Security)
* Frank Mulhern (Associate Dean, Department Chair, and Professor, Integrated Marketing Communications, Northwestern)
Register for this course and see more details by visiting:
OpenCourser.com/course/nl6njb/the
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What's inside
Syllabus
Legal Considerations
In this module, you will learn the appropriate security, privacy, and governance considerations to apply to your social marketing strategy.
Read more
Syllabus
Legal Considerations
In this module, you will learn the appropriate security, privacy, and governance considerations to apply to your social marketing strategy.
Read more
Metrics
In this module, you will gain a deeper understand of how metrics can be used to drive real business results.
Performance
In this module, you will learn how to create a performance funnel and the key performance indicators necessary to create a sustainable, budgeted program.
Management
In this module, you will learn how to create a pilot program, test it for sustainability, and justify its existence using proven metrics.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Incorporates performance metrics and management tactics that are proven to deliver results
Provides multiple real-world examples and case studies
Taught by experienced practitioners in the field, including CMOs and marketing executives
Focuses on the practical application of social marketing strategies, rather than purely theoretical concepts
Covers legal considerations and ethical guidelines in social marketing, ensuring compliance and responsible practices
Save this course
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Reviews summary
Solid social business course
According to students, this course is well-received. Learners say that it is engaging and useful. Students also mention that the instructor is knowledgeable and conducts the course very well.
The instructor is experienced and effective.
"Prof. Havalac conducts the course very well"
Students highly recommend this course.
"great content with new great information"
"Great course! I have taken many courses over the Internet and this one is by far the best one."
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in The Business of Social with these
activities:
Review core concepts in marketing and communications
Show steps
Refreshing your knowledge of marketing and communications can strengthen your understanding of the foundations upon which social media marketing is built.
Show steps
-
Review textbooks or course materials from previous marketing or communications courses.
-
Attend a refresher workshop or webinar.
-
Read articles and blogs on current trends and best practices in marketing and communications.
Practice using social media marketing tools and platforms
Show steps
Hands-on practice with social media tools and platforms can enhance your understanding of their capabilities and improve your ability to use them effectively.
Show steps
-
Identify the most relevant social media tools and platforms for your business.
-
Create accounts and profiles on these platforms.
-
Experiment with different features and functionalities.
Participate in a peer group to discuss and share experiences on social media management
Show steps
Engaging with peers can provide valuable perspectives and support in understanding the challenges and opportunities of social media management.
Show steps
-
Identify and connect with other students or professionals in the field.
-
Establish regular meetings or discussions.
-
Share experiences, ideas, and support.
Three other activities
Expand to see all activities and additional details
Show all six activities
Attend a workshop on social media analytics and performance measurement
Show steps
Attending a workshop can provide practical insights into how to effectively measure the performance of social media campaigns.
Show steps
-
Research and identify relevant workshops.
-
Register for and attend the workshop.
-
Apply the techniques and strategies learned in the workshop to your social media campaigns.
Create a personal library of articles, videos, and other resources on business strategies for social media
Show steps
Building a personal library of resources can provide you with valuable references to reinforce the concepts learned in the course.
Show steps
-
Conduct research on social media business strategies.
-
Organize and store the materials in a central location.
-
Review the materials regularly to reinforce your knowledge.
Develop a social media marketing plan for a specific business or organization
Show steps
Creating a social media marketing plan can provide you with a comprehensive understanding of the strategic planning process involved in social media marketing.
Show steps
-
Define the business objectives and target audience.
-
Conduct a social media audit and competitive analysis.
-
Develop a content strategy and calendar.
-
Outline a social media advertising strategy.
-
Establish a social media monitoring and measurement plan.
Review core concepts in marketing and communications
Show steps
Refreshing your knowledge of marketing and communications can strengthen your understanding of the foundations upon which social media marketing is built.
Show steps
Show steps
Show steps
- Review textbooks or course materials from previous marketing or communications courses.
- Attend a refresher workshop or webinar.
- Read articles and blogs on current trends and best practices in marketing and communications.
Practice using social media marketing tools and platforms
Show steps
Hands-on practice with social media tools and platforms can enhance your understanding of their capabilities and improve your ability to use them effectively.
Show steps
Show steps
Show steps
- Identify the most relevant social media tools and platforms for your business.
- Create accounts and profiles on these platforms.
- Experiment with different features and functionalities.
Participate in a peer group to discuss and share experiences on social media management
Show steps
Engaging with peers can provide valuable perspectives and support in understanding the challenges and opportunities of social media management.
Show steps
Show steps
Show steps
- Identify and connect with other students or professionals in the field.
- Establish regular meetings or discussions.
- Share experiences, ideas, and support.
Three other activities
Expand to see all activities and additional details
Show all six activities
Attend a workshop on social media analytics and performance measurement
Show steps
Attending a workshop can provide practical insights into how to effectively measure the performance of social media campaigns.
Show steps
Show steps
Show steps
- Research and identify relevant workshops.
- Register for and attend the workshop.
- Apply the techniques and strategies learned in the workshop to your social media campaigns.
Create a personal library of articles, videos, and other resources on business strategies for social media
Show steps
Building a personal library of resources can provide you with valuable references to reinforce the concepts learned in the course.
Show steps
Show steps
Show steps
- Conduct research on social media business strategies.
- Organize and store the materials in a central location.
- Review the materials regularly to reinforce your knowledge.
Develop a social media marketing plan for a specific business or organization
Show steps
Creating a social media marketing plan can provide you with a comprehensive understanding of the strategic planning process involved in social media marketing.
Show steps
Show steps
Show steps
- Define the business objectives and target audience.
- Conduct a social media audit and competitive analysis.
- Develop a content strategy and calendar.
- Outline a social media advertising strategy.
- Establish a social media monitoring and measurement plan.
Career center
Learners who complete The Business of Social will develop knowledge and skills
that may be useful to these careers:
Social Media Manager
Social Media Manager
A Social Media Manager is responsible for managing a company's social media presence. This includes creating and posting content, engaging with followers, and running social media campaigns. This course can help you develop the skills you need to be successful in this role, including how to create a social media strategy, measure the results of your campaigns, and manage a team of social media professionals. The course also covers the legal considerations involved in social media marketing, which is essential for any Social Media Manager to know.
Marketing Manager
Marketing Manager
A Marketing Manager is responsible for developing and executing marketing campaigns that promote a company's products or services. This course can help you develop the skills you need to be successful in this role, including how to create a social media strategy, measure the results of your campaigns, and manage a team of marketing professionals. The course also covers the legal considerations involved in social media marketing, which is essential for any Marketing Manager to know.
Marketing Consultant
Marketing Consultant
A Marketing Consultant provides marketing advice to businesses of all sizes. This includes developing marketing strategies, creating marketing campaigns, and managing marketing budgets. This course can help you develop the skills you need to be successful in this role, including how to create a marketing strategy, measure the results of your campaigns, and manage a team of marketing professionals. The course also covers the legal considerations involved in marketing, which is essential for any Marketing Consultant to know.
Social Media Analyst
Social Media Analyst
A Social Media Analyst is responsible for collecting and analyzing data about a company's social media presence. This includes tracking metrics such as engagement, reach, and conversion rates. This course can help you develop the skills you need to be successful in this role, including how to create a social media analytics strategy, measure the results of your campaigns, and manage a team of social media analysts. The course also covers the legal considerations involved in social media analytics, which is essential for any Social Media Analyst to know.
Corporate Communications Manager
Corporate Communications Manager
A Corporate Communications Manager is responsible for managing a company's internal and external communications. This includes writing press releases, speeches, and other communications materials, as well as managing media relations. This course can help you develop the skills you need to be successful in this role, including how to create a corporate communications strategy, measure the results of your campaigns, and manage a team of corporate communications professionals. The course also covers the legal considerations involved in corporate communications, which is essential for any Corporate Communications Manager to know.
Digital Marketing Manager
Digital Marketing Manager
A Digital Marketing Manager is responsible for planning and executing digital marketing campaigns. This includes managing a company's website, social media presence, and email marketing efforts. This course can help you develop the skills you need to be successful in this role, including how to create a digital marketing strategy, measure the results of your campaigns, and manage a team of digital marketing professionals. The course also covers the legal considerations involved in digital marketing, which is essential for any Digital Marketing Manager to know.
Email Marketing Manager
Email Marketing Manager
An Email Marketing Manager is responsible for planning and executing email marketing campaigns. This includes creating and sending emails, managing email lists, and tracking the results of campaigns. This course can help you develop the skills you need to be successful in this role, including how to create an email marketing strategy, measure the results of your campaigns, and manage a team of email marketing professionals. The course also covers the legal considerations involved in email marketing, which is essential for any Email Marketing Manager to know.
Web Analyst
Web Analyst
A Web Analyst analyzes data about a company's website to help improve its performance. This includes tracking metrics such as traffic, engagement, and conversion rates. This course can help you develop the skills you need to be successful in this role, including how to collect data, analyze data, and make recommendations. The course also covers the legal considerations involved in web analytics, which is essential for any Web Analyst to know.
Content Marketing Manager
Content Marketing Manager
A Content Marketing Manager is responsible for planning and executing content marketing campaigns. This includes creating and publishing blog posts, articles, infographics, and other types of content. This course can help you develop the skills you need to be successful in this role, including how to create a content marketing strategy, measure the results of your campaigns, and manage a team of content marketing professionals. The course also covers the legal considerations involved in content marketing, which is essential for any Content Marketing Manager to know.
Paid Media Manager
Paid Media Manager
A Paid Media Manager is responsible for planning and executing paid advertising campaigns. This includes managing budgets, creating ads, and tracking the results of campaigns. This course can help you develop the skills you need to be successful in this role, including how to create a paid media strategy, measure the results of your campaigns, and manage a team of paid media professionals. The course also covers the legal considerations involved in paid media, which is essential for any Paid Media Manager to know.
Data Analyst
Data Analyst
A Data Analyst collects and analyzes data to help businesses make better decisions. This includes gathering data, cleaning data, and creating reports. This course can help you develop the skills you need to be successful in this role, including how to collect data, clean data, and create reports. The course also covers the legal considerations involved in data analysis, which is essential for any Data Analyst to know.
Project Manager
Project Manager
A Project Manager plans and executes projects of all sizes. This includes developing project plans, managing budgets, and tracking progress. This course can help you develop the skills you need to be successful in this role, including how to create a project plan, manage a budget, and track progress. The course also covers the legal considerations involved in project management, which is essential for any Project Manager to know.
Search Engine Optimization (SEO) Specialist
Search Engine Optimization (SEO) Specialist
An SEO Specialist is responsible for optimizing a company's website and content for search engines. This includes conducting keyword research, building backlinks, and creating meta tags and descriptions. This course can help you develop the skills you need to be successful in this role, including how to create an SEO strategy, measure the results of your campaigns, and manage a team of SEO professionals. The course also covers the legal considerations involved in SEO, which is essential for any SEO Specialist to know.
Business Analyst
Business Analyst
A Business Analyst helps businesses improve their operations by identifying and solving problems. This includes analyzing data, developing solutions, and implementing changes. This course can help you develop the skills you need to be successful in this role, including how to analyze data, identify problems, and develop solutions. The course also covers the legal considerations involved in business analysis, which is essential for any Business Analyst to know.
Public relations manager
Public relations manager
A Public Relations Manager is responsible for managing a company's public image. This includes developing and executing public relations campaigns, managing media relations, and responding to crises. This course can help you develop the skills you need to be successful in this role, including how to create a public relations strategy, measure the results of your campaigns, and manage a team of public relations professionals. The course also covers the legal considerations involved in public relations, which is essential for any Public Relations Manager to know.
For more career information including salaries, visit:
OpenCourser.com/course/nl6njb/the
Reading list
We've selected 24 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
The Business of Social.
Provides a comprehensive overview of social media marketing, including how to create a social media strategy, how to use social media to build relationships with customers, and how to measure the results of social media marketing campaigns.
Save
Provides a comprehensive overview of social media marketing, covering topics such as developing a social media strategy, creating engaging content, and measuring results. It is primarily written for marketers, with a focus on B2C companies. It's popular as a textbook for academic institutions.
Provides a comprehensive overview of social media marketing, including how to create a social media strategy, how to use social media to build relationships with customers, and how to measure the results of social media marketing campaigns.
Provides a practical guide to social media marketing, with a focus on creating and executing social media campaigns. It covers topics such as content marketing, social media advertising, and community management.
Provides a comprehensive overview of social media marketing, including how to create a social media strategy, how to use social media to build relationships with customers, and how to measure the results of social media marketing campaigns.
Save
Provides insights into why certain ideas, products, and services become popular, and how you can use these insights to create more effective social media campaigns.
Save
Provides insights into how to create memorable and persuasive messages, which can be useful for creating effective social media content.
Provides insights into how people are persuaded, and how you can use these insights to create more effective social media campaigns.
Provides insights into the irrational ways that people make decisions, and how you can use these insights to create more effective social media campaigns.
Save
Provides insights into the challenges of choice, and how you can use these insights to create more effective social media campaigns.
Save
Provides insights into the power of habits, and how you can use these insights to create more effective social media campaigns.
Save
Provides insights into the science of motivation, and how you can use these insights to create more effective social media campaigns.
Provides insights into the challenges that businesses face when they try to innovate, and how you can use these insights to create more effective social media campaigns.
Provides a comprehensive guide to using Twitter for marketing purposes. It covers topics such as creating a Twitter profile, building a following, and using Twitter for customer service.
Provides a beginner-friendly introduction to social media marketing. It covers topics such as choosing the right platforms, creating engaging content, and measuring your results.
Save
Provides a step-by-step guide to measuring the ROI of social media marketing. It covers topics such as setting goals, tracking metrics, and calculating the financial impact of social media.
Provides an overview of the social media landscape, and how it is changing the way we live and do business.
Provides a beginner-friendly overview of social media marketing, including how to create a social media strategy, how to use social media to build relationships with customers, and how to measure the results of social media marketing campaigns.
Save
Explores the principles of effective content creation and marketing. It provides guidance on developing engaging content that resonates with the target audience and drives business results.
Provides an introduction to social media analytics and its applications in business. It covers data collection, analysis techniques, and reporting for optimizing social media campaigns.
This handbook offers a comprehensive overview of social media marketing techniques and strategies. It's a practical guide for beginners and experienced marketers alike.
Save
This guide provides insights into social media marketing for business professionals. It covers topics such as social media strategy, content planning, and community engagement.
This beginner-friendly guide provides an overview of social media marketing concepts and strategies. It's a good resource for learners who want to gain a basic foundation.
Save
Offers specialized knowledge on social media marketing for real estate agents. It provides insights into using social media to generate leads, build relationships with clients, and grow a successful real estate business.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/nl6njb/the
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Effort
4 weeks of study, 1-2 hours/week
Via
Coursera
Institution
Northwestern University
Instructor
Randy Hlavac
Language
English
Transcripts
Español
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Português
Deutsch
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中文
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tiếng Việt
پښتو
آذربایجان دیلی
This course belongs to a
collection
called
Social Media Marketing. It's comprised of six courses:
Good to know
Incorporates performance metrics and management tactics that are proven to deliver results
Provides multiple real-world examples and case studies
Taught by experienced practitioners in the field, including CMOs and marketing executives
Focuses on the practical application of social marketing strategies, rather than purely theoretical concepts
Covers legal considerations and ethical guidelines in social marketing, ensuring compliance and responsible practices
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