About this Course
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Approx. 9 hours to complete

Suggested: 4 weeks of study, 1-3 hours/week...


Subtitles: English, Japanese

Skills you will gain

Social MarketingSocial NetworkSocial Media MarketingSocial Media

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 9 hours to complete

Suggested: 4 weeks of study, 1-3 hours/week...


Subtitles: English, Japanese

Learners taking this Course are

  • Copywriters
  • Marketers
  • Marketing Managers
  • Marketing Specialists
  • Public Relations Specialists

Syllabus - What you will learn from this course

2 hours to complete

Introduction to Social Marketing

4 videos (Total 17 min), 8 readings
4 videos
Course Overview3m
The Capstone Project2m
Brief [but Important] Announcement on the IBM Cloud System4m
8 readings
Welcome to Course 1 in the Social Marketing Specialization10m
Grading and Logistics10m
Meet Your Instructors10m
Social Marketing Toolkits10m
Social Marketing Toolkit Pt. 1 - Three Misconceptions of Social10m
Course Bookstore10m
A Note on Frequency of Capstone Offerings10m
Special Toolkits for Paid/Financial Aid Learners10m
1 hour to complete

Social Trends

6 videos (Total 33 min), 2 readings, 1 quiz
6 videos
Media: From Chaos to Clarity8m
Media: From Chaos to Clarity 2019 2nd Edition9m
The Social Media Revolution1m
Digital Transformation Trends 20192m
Identifying Social Trends55s
2 readings
Question for Discussion10m
Social Marketing Toolkit Pt. 2 - ClueTrain Manifesto10m
1 practice exercise
Quiz 18m
3 hours to complete

The Business of Social

8 videos (Total 38 min), 1 reading, 2 quizzes
8 videos
Your Professional Network4m
Real-Time Social Data3m
WeFeelFine.org Demo5m
The Shifting Social Landscape5m
The Social Pyramid4m
Developing your Professional Social Media Assets6m
Targeting Assignment Step by Step5m
1 reading
Social Marketing 201910m
1 practice exercise
Quiz 28m
2 hours to complete

Social Overview

9 videos (Total 45 min), 4 readings, 2 quizzes
9 videos
The 3 M's of Effective Content Strategy - Focusing on Markets5m
The 3 M's of Effective Content Strategy - Focusing on Messages3m
The 3 M's of Effective Content Strategy - Focusing on Media6m
Social Networks and Communities5m
Why Social Communities Form2m
Understanding Social Communities6m
How to Position Yourself as a Brand Authority6m
Developing your Social Media Tools for the Networking Assignment6m
4 readings
Developing the Social Assets to Develop Your Personal Brand10m
Question for Discussion10m
Download the Lecture Video Slides10m
What Comes Next?10m
2 practice exercises
Quiz 312m
Networking & Tracking Assignment6m
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Top reviews from What is Social?

By CQMay 13th 2016

A really great introduction to Social Media Marketing and an opportunity to gain access to really useful tools that make me competitive in the job market. Very excited to begin MOOC 2 of this program.

By FFOct 7th 2016

Great course. Looking forward completing whole specialization.\n\nAdditionally, the course shares and recommends tools which are helpful if you are doing social media marketing or eager to become one.



Randy Hlavac

Northwestern University & CEO of Marketing Synergy, Inc

About Northwestern University

Northwestern University is a private research and teaching university with campuses in Evanston and Chicago, Illinois, and Doha, Qatar. Northwestern combines innovative teaching and pioneering research in a highly collaborative environment that transcends traditional academic boundaries. ...

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....
Social Media Marketing

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • 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.

More questions? Visit the Learner Help Center.