This course is part of the Social Media Marketing Specialization

4.7
stars
780 ratings

Randy Hlavac

32,035 already enrolled

Offered By

Social Media Marketing SpecializationNorthwestern University

About this Course

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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)

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

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Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

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Course 5 of 6 in the

Social Media Marketing Specialization

Approx. 6 hours to complete

English

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Skills you will gain

Social Marketing
Social Media Marketing
Social Media
A/B Testing

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 5 of 6 in the

Social Media Marketing Specialization

Approx. 6 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.56/5 (46 Ratings)

Randy Hlavac

Northwestern University & CEO of Marketing Synergy, Inc

240,552 Learners

13 Courses

Offered by

Northwestern University

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Syllabus - What you will learn from this course

Content Rating97%(2,676 ratings)

Week1

Week 1

2 hours to complete

Legal Considerations

2 hours to complete

3 videos (Total 19 min), 7 readings, 1 quiz

Week2

Week 2

1 hour to complete

Metrics

1 hour to complete

6 videos (Total 40 min), 2 readings, 1 quiz

Week3

Week 3

1 hour to complete

Performance

1 hour to complete

4 videos (Total 27 min), 2 readings, 1 quiz

Week4

Week 4

1 hour to complete

Management

1 hour to complete

4 videos (Total 25 min), 2 readings, 1 quiz

Reviews

4.7

108 reviews

5 stars
79.15%
4 stars
16.11%
3 stars
3.32%
2 stars
0.63%
1 star
0.76%

TOP REVIEWS FROM THE BUSINESS OF SOCIAL

by CGMay 1, 2017

Excellent Course to finalize the specialization, It was interesting all the different approaches regarding the way how security, budgeting and other strategies works in the Social Landscape

by RRFeb 16, 2017

This Course is excellent and especially Prof Randy had put in a lot of effort to give this amazing series of Mooc on Social marketing. I highly recommend these Moocs

by JGAug 13, 2019

Randy and the team are brilliant. I am redoing this entire specialization to remain engaged with the content. Great work Randy and Northwestern!

by TWOct 17, 2017

Great final course before the capstone to pull all the theory and tools together for justifying the social marketing strategy and tactics. Budgeting and testing frameworks were excellent. Outstanding.

View all reviews

About the Social Media Marketing Specialization

In a 2018 survey of businesses, Buffer found that only 29% had effective social media marketing programs. A recent survey of consumers by Tomoson found 92% of consumers trust recommendations from other people over brand content, 70% found consumer reviews to be their second most trusted source, 47% read blogs developed by influencers and experts to discover new trends and new ideas and 35% used blogs to discover new products and services. Also, 20% of women who used social considered products promoted by bloggers they knew. Today, businesses and consumers use social media to make their purchase decisions.

Created in 2014, this Specialization is updated every quarter to ensure you are receiving the most up-to-date training. The Social Media Marketing Specialization is designed to achieve two objectives. It gives you the social analytics tools, and training to help you become an influencer on social media. The course also gives you the knowledge and resources to build a complete social media marketing strategy – from consumer insights to final justification metrics. In each course, you will also receive special toolkits with timely information & when you pay for the Capstone, you receive a market planning toolkit. Each of the individual courses can be audited for free. To see more, visit each course: 1-What is Social?, 2-The Importance of Listening, 3-Engagement & Nurture Marketing Strategies, 4-Content, Advertising & Social IMC, 5-The Business of Social.

Frequently Asked Questions

When will I have access to the lectures and assignments?
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:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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The Business of Social

About this Course

Skills you will gain