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.
This course is part of the Social Media Marketing Specialization
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About this Course
Could your company benefit from training employees on in-demand skills?
Try Coursera for BusinessSkills you will gain
- Social Marketing
- Social Media Marketing
- Social Media
- A/B Testing
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Syllabus - What you will learn from this course
Legal Considerations
Metrics
Performance
Management
Reviews
- 5 stars79.23%
- 4 stars16.02%
- 3 stars3.33%
- 2 stars0.64%
- 1 star0.76%
TOP REVIEWS FROM THE BUSINESS OF SOCIAL
Randy and the team are brilliant. I am redoing this entire specialization to remain engaged with the content. Great work Randy and Northwestern!
Another excellent class in the series. Straight-forward information about transforming social media marketing knowledge into an ongoing program.
Good "cookbook" for create, apply and manage applied marketing, in a real term to a company.
This course was excellent, so interesting. The material was well structured and had continuity.
About the Social Media Marketing Specialization

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