The Importance of Listening from Coursera

In this second MOOC in the Social Marketing Specialization - "The Importance of Listening" - you will go deep into the Big Data of social and gain a more complete picture of what can be learned from interactions on social sites. You will be amazed at just how much information can be extracted from a single post, picture, or video. In this MOOC, guest speakers from Social Gist, BroadReader, Lexalytics, Semantria, Radian6, and IBM's Bluemix and Social Media Analytics Tools (SMA) will join Professor Hlavac to take you through the full range of analytics tools and options available to you and how to get the most from them. The best part, most of them will be available to you through the MOOC for free! Those purchasing the MOOC will receive special tools, templates, and videos to enhance your learning experience. In completing this course you will develop a fuller understanding of the data and will be able to increase the effectiveness of your content strategy by making better decisions and spotting crises before they happen! MOOC 2 bonus content in the paid toolkit includes access to Semantria's analytics engine to extract some data on the markets you are developing and have it analyzed.

As a student in this course, you are being provided the opportunity to access IBM Bluemix® platform-as-a-service trial for up to six months at no-charge with no credit card (up to a $1500 value).

NOTE: By enrolling in this course, given access to IBM's Bluemix technology for one month for free as well as Lexalytics' Semantria tool. For those earning a Course Certificate, you will be given an additional five months of Bluemix and three months of Semantria at no cost with a special key code. By enrolling for a Course Certificate for this MOOC, you are acknowledging that your email will be shared with Lexalytics for the sole and express purpose of generating your individual key code. After the key code has been generated, Lexalytics will delete your email from its records.

Additional MOOC 2 faculty include:

* Steve Dodd (SVP Business Development, Effyis - dba BoardReader and Socialgist - Global Social Media Content Access)

* Seth Redmore (CMO, Lexalytics, Inc.)

* Chris Gruber (Social Media Analytics Solution Architect, IBM)

* Russell Beardall (Cloud Architect, IBM)

* Tom Collinger (Executive Director Spiegel Research Center and Senior Director Distance Learning, Medill Integrated Marketing Communications, Northwestern)

* Tressie Lieberman (VP Digital Innovation, Taco Bell)

What's inside

Syllabus

Big Data

In this module, you will learn how big data is collected, standardized, and deployed by organizations into big insights.

Big Information

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Teaches learners how to use social data to improve effectiveness of marketing content strategy, making it relevant to marketing and communications professionals

Taught by Randy Hlavac, an experienced professional in social marketing, and guest speakers from industry leading companies

Examines methods for spotting crises before they happen, which is valuable for businesses and organizations

Provides opportunities to access industry-leading analytics tools IBM Bluemix and Semantria, which is a valuable opportunity for hands-on learning

Reviews summary

Social media data analysis & listening tools

According to students, this course offers a valuable introduction to social media listening and data analysis, particularly highlighting the benefit of gaining access to industry-standard tools like IBM Bluemix and Lexalytics Semantria. Learners found the content provided practical insights applicable to content strategy and crisis prevention. The inclusion of expert guest speakers from relevant companies was also frequently mentioned as a positive aspect, providing real-world context. However, some reviewers noted potential challenges, including occasional issues with tool access or updates, and felt the course provided a good overview but perhaps lacked depth for more advanced users. Despite some feedback about tool currency, the overall sentiment leans strongly positive due to the practical knowledge and tool access provided.

Good overview, maybe lacks depth for some.

"Provides a good high-level overview of social listening and analytics."

"I felt it could go deeper into the technical aspects of data analysis and tool functionalities."

"Suitable for those new to social listening, but less beneficial for advanced users seeking deep dives."

"It serves as a solid foundation but might not meet the needs of experienced practitioners."

Guest speakers provide real-world context.

"The guest lecturers from the industry were very informative and added great perspective."

"Hearing from professionals actively using these tools was a highlight of the modules."

"The segments with guest speakers added significant value and real-world examples."

"I really enjoyed the insights shared by the experts from different companies."

Provides practical application for strategy.

"The course helped me understand how to turn social data into actionable insights."

"I learned strategies to apply listening for content and crisis management."

"I can use the techniques and frameworks learned immediately in my marketing role."

"This course provided practical knowledge on how to analyze social data effectively."

Access to industry tools is a major plus.

"Access to the IBM Bluemix and Semantria tools was incredibly valuable."

"I appreciated being able to get hands-on with these professional social listening platforms during the course."

"The free access to the tools is a key selling point of this course and added practical experience."

"Being able to use actual industry analytics tools made the concepts much clearer."

Tools can be outdated or have issues.

"Some of the tool interfaces shown were slightly different from the current versions I accessed."

"I had some trouble accessing or using the provided tools due to technical glitches."

"The pace of change in social media tools means some parts feel a bit dated."

"It would be great if the tool demonstrations were updated more frequently."

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 Importance of Listening with these activities:

Intermediate Email Marketing Guide

Show steps

Find and follow 5 free, widely available online tutorials on social marketing.

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Search and Find 5 Tutorials
Watch the Tutorials
Apply What You've Learned

Course Material Compilation

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Review key course materials throughout the course and make one document with all the important information.

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Review the Course Syllabus
Review the Course Lectures

Engage in a Study Group

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Join forces with other course participants to create a study group that will meet online or in person to foster accountability, collaboration

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Find Study Group Members
Set Up a Regular Study Schedule
Share Resources and Support

Five other activities

Expand to see all activities and additional details

Show all eight activities

Social Media Content Calendar

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Create a social media content calendar that outlines the type of content you will post, when you will post it, and which platforms you will use.

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Determine Your Content Goals
Research Your Audience
Plan Your Content

Social Marketing Workshop

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Attend a workshop on social marketing to gain insights from experts and network with peers.

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Research and Find a Workshop
Attend the Workshop
Network with Other Attendees
Follow Up After the Workshop

Big Data Social Marketing Project

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Do a class or individual project that creates a social marketing campaign that leverages big data.

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Draft a Proposal
Execute Your Plan
Measure the Results
Present Your Results

Social Media Analytics Practice

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Find five different online practice quizzes on social media analytics, and take them all to assess your understanding.

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Find Five Different Online Quizzes
Take Each Quiz and Record Your Score
Analyze Your Results

Social Media Marketing Contest

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Participate in a social media marketing contest to test your skills and get feedback from experts.

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Find a Contest to Enter
Create a Campaign
Submit Your Entry

Career center

Learners who complete The Importance of Listening will develop knowledge and skills that may be useful to these careers:

Market Researcher

Market researchers analyze data and interpret trends to make recommendations about marketing campaigns. The course "The Importance of Listening" will be particularly helpful to market researchers as it teaches learners how to extract meaningful insights from social media data. This course will help learners better understand the needs and wants of consumers, which will lead to more effective marketing campaigns.

See salaries and explore the career path for Market Researcher

Social Media Manager

Social media managers are responsible for planning, executing, and monitoring social media campaigns. The course "The Importance of Listening" will be particularly helpful to social media managers as it teaches learners how to use social media data to track the success of campaigns and make informed decisions about future campaigns.

See salaries and explore the career path for Social Media Manager

Digital Marketer

Digital marketers use a variety of online channels to promote products and services. The course "The Importance of Listening" will be particularly helpful to digital marketers as it teaches learners how to use social media data to identify potential customers and create targeted marketing campaigns.

See salaries and explore the career path for Digital Marketer

Public Relations Specialist

Public relations specialists are responsible for managing a company's public image. The course "The Importance of Listening" will be particularly helpful to public relations specialists as it teaches learners how to use social media data to monitor and track online conversations about a company.

See salaries and explore the career path for Public Relations Specialist

Customer Experience Analyst

Customer experience analysts are responsible for analyzing customer data to identify areas of improvement. The course "The Importance of Listening" will be particularly helpful to customer experience analysts as it teaches learners how to use social media data to identify customer pain points and improve the customer experience.

See salaries and explore the career path for Customer Experience Analyst

Data Analyst

Data analysts use data to solve business problems. The course "The Importance of Listening" will be particularly helpful to data analysts as it teaches learners how to use social media data to identify trends and patterns.

See salaries and explore the career path for Data Analyst

Business Analyst

Business analysts use data to improve business processes. The course "The Importance of Listening" will be particularly helpful to business analysts as it teaches learners how to use social media data to identify areas of improvement.

See salaries and explore the career path for Business Analyst

Market Intelligence Analyst

Market intelligence analysts use data to provide insights into market trends. The course "The Importance of Listening" will be particularly helpful to market intelligence analysts as it teaches learners how to use social media data to identify opportunities and threats.

See salaries and explore the career path for Market Intelligence Analyst

Brand Manager

Brand managers are responsible for managing a company's brand. The course "The Importance of Listening" will be particularly helpful to brand managers as it teaches learners how to use social media data to track brand sentiment and identify areas of improvement.

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Content Marketing Manager

Content marketing managers are responsible for creating and distributing content that attracts and engages customers. The course "The Importance of Listening" will be particularly helpful to content marketing managers as it teaches learners how to use social media data to identify what content their audience is interested in.

See salaries and explore the career path for Content Marketing Manager

Social Media Specialist

Social media specialists are responsible for managing a company's social media presence. The course "The Importance of Listening" will be particularly helpful to social media specialists as it teaches learners how to use social media data to track the success of social media campaigns.

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Marketing Director

Marketing directors are responsible for developing and executing marketing campaigns. The course "The Importance of Listening" may be helpful to marketing directors as it teaches learners how to use social media data to identify target markets and develop effective marketing campaigns.

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CEO

CEOs are responsible for the overall success of a company. The course "The Importance of Listening" may be helpful to CEOs as it teaches learners how to use social media data to make informed decisions about the company's future.

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Sales Manager

Sales managers are responsible for leading and motivating a sales team. The course "The Importance of Listening" may be helpful to sales managers as it teaches learners how to use social media data to identify potential customers and close deals.

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Product Manager

Product managers are responsible for developing and launching new products. The course "The Importance of Listening" may be helpful to product managers as it teaches learners how to use social media data to identify customer needs and develop products that meet those needs.

See salaries and explore the career path for Product Manager