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.
The Business of Social
This course is part of Social Media Marketing Specialization
Instructor: Randy Hlavac
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There are 4 modules in this course
In this module, you will learn the appropriate security, privacy, and governance considerations to apply to your social marketing strategy.
What's included
3 videos7 readings1 assignment
In this module, you will gain a deeper understand of how metrics can be used to drive real business results.
What's included
6 videos2 readings1 assignment
In this module, you will learn how to create a performance funnel and the key performance indicators necessary to create a sustainable, budgeted program.
What's included
4 videos2 readings1 assignment
In this module, you will learn how to create a pilot program, test it for sustainability, and justify its existence using proven metrics.
What's included
4 videos2 readings1 assignment
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Northwestern University
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Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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