This course is part of the Social Media Marketing Specialization

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1,071 ratings

Randy Hlavac

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Social Media Marketing SpecializationNorthwestern University

About this Course

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Want your content to go viral? Who doesn't! It takes a thoughtful, integrated approach to make content that stands out in our increasingly oversaturated world. In this fourth course of the Social Marketing Specialization - "Content, Advertising & Social IMC" - you will learn how marketers are successfully navigating today's media landscape. You will learn why developing engaging content for your audience is an essential component in effective social marketing. A panel of experts will unlock the paid/owned/earned media riddle and replace it with an integrated who/what/where approach that utilizes platform-specific messaging to grow your market share. This course also includes an overview of the integrated marketing communications strategy for social and how it is being deployed around the globe, as well as gamification tips to keep your audiences coming back for more. In addition, you will learn the secrets to advertising on Facebook and other social sites.
Additional MOOC 4 faculty include:
* Judy Ungar Franks (President, The Marketing Democracy, Ltd. & Lecturer, Medill Integrated Marketing Communications, Northwestern)
* Steffi Decker (Junior Partner, Chong and Koster)
* Joey Strawn (Director of Integrated Marketing, Industrial Strength Marketing)

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

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Coursera Labs

Includes hands on learning projects.

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Course 4 of 6 in the

Social Media Marketing Specialization

Approx. 8 hours to complete

English

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Skills you will gain

Social Media Marketing
Social Media
Marketing Strategy
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 4 of 6 in the

Social Media Marketing Specialization

Approx. 8 hours to complete

English

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

Try Coursera for Business

Instructor

Instructor rating

4.71/5 (85 Ratings)

Randy Hlavac

Northwestern University & CEO of Marketing Synergy, Inc

240,661 Learners

13 Courses

Offered by

Northwestern University

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Syllabus - What you will learn from this course

Content Rating97%(6,094 ratings)

Week1

Week 1

2 hours to complete

Content Strategy

2 hours to complete

2 videos (Total 13 min), 8 readings, 1 quiz

Week2

Week 2

1 hour to complete

Advertising

1 hour to complete

2 videos (Total 15 min), 1 reading, 1 quiz

Week3

Week 3

4 hours to complete

Social Integrated Marketing Communications (IMC)

4 hours to complete

15 videos (Total 113 min), 4 readings, 2 quizzes

15 videos

Social IMC Strategy9mWhat is Gamification?9mKeep Them Coming Back7mApplications for Social IMC Strategy4mSocial IMC Example: Ridgid Plumber Forum8mSocial IMC Example: Carling Black Label9mSocial IMC Example: North Face7mSocial IMC Example: American Express9mEngaging Your High-Value Markets17mRolling Out Your Blog6mA/B Split Testing in 4 Easy Steps - Step 1 Building your Testing Grid5mStep 2 - Creating your Tracking URLs6mStep 3 - Executing Your Plan5mStep 4 - Analyzing your Results3mHootsuite offers a Free message scheduler to automate message distribution2m

4 readings

Assignment Overview10mWhat is A/B Split Testing?10mDownload the A/B Testing Assignment Spreadsheet10mFree E-books on A/B Testing10m

1 practice exercise

Quiz 330m

Week4

Week 4

1 hour to complete

Measuring Your Social Programs

1 hour to complete

4 videos (Total 28 min), 2 readings, 1 quiz

Reviews

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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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Content, Advertising & Social IMC

About this Course

Skills you will gain