The “What Is Social?" MOOC is for business owners, executives, and marketing professionals who want to significantly improve their abilities to grow their social strategy using effective, proven methodologies. This hands on, "how to" program won’t just tell you how to grow your professional persona using social – you will actually do it! This course is the first in the six-course specialization, Social Media Marketing: How to Profit in a Digital World.
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About this Course
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Learner Career Outcomes
50%
started a new career after completing these courses
47%
got a tangible career benefit from this course
16%
got a pay increase or promotion
Skills you will gain
Social MarketingSocial NetworkSocial Media MarketingSocial Media
Learner Career Outcomes
50%
started a new career after completing these courses
47%
got a tangible career benefit from this course
16%
got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 1 of 6 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 9 hours to complete
Suggested: 4 weeks of study, 1-3 hours/week
English
Subtitles: English, Japanese
Offered by
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.
Syllabus - What you will learn from this course
2 hours to complete
Introduction to Social Marketing
In this first module, you will learn about the goals, structure, and deliverables of the Social Marketing Specialization MOOCs, as well as gain an understanding of how the MOOCs in the Specialization will each build on one another to create a truly unique and immediately applicable experience.
2 hours to complete
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
In this module, you will learn not only how the digital revolution has disrupted the marketplace, but also how you can make sense of this disrupted digital world.
1 hour to complete
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
In this module, you will learn how to view social as holistic, consumer/stakeholder focused, flexible, global, real-time and integrated. You will then complete a peer review assignment which will ask you to define your target audience on social.
3 hours to complete
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
In this module, you will learn to understand the importance of big data and how to deal with all of the quickly changing social sites used today. You will also learn the difference between social networks and communities as well as the reasons that they form. Then, you will set up the social sites that you will use throughout the Specialization.
2 hours to complete
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
Reviews
4.6
TOP REVIEWS FROM WHAT IS SOCIAL?
by CQMay 12, 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 6, 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.
by MLJun 27, 2019
This course is an excellent well executed course. It has allot of very interesting reading as well as quizzes to make sure you understand the knowledge, plus there is inter-action with fellow peers &
by DMMar 19, 2017
It was probably one of the best MOOC's I've ever attended! Sir Randy did a great job explaining everything, accompanied by excellent slides which made me understand the course more! Excellent course!
by NBMar 29, 2019
I highly recommend this course. Learning the fundamentals of social with professor Randy certainly help me understand in-depth entire body of what it means to be social on various digital platforms!
by NGNov 29, 2015
I enjoyed this class and found it challenging. I am new to the social media world and found this class to be a great motivator to sign up for new social media sites I have never considered before.
by APMay 30, 2017
This course covered great information and tied everything in. I'm excited to dive deeper in the knowledge. I found the assignments thought-provoking and helped to narrow down my focus even more.
by MGMar 3, 2016
Amazing information given, with great assignments to supplement my learning. Will definitely advise anyone interested in learning more about digital marketing to check out this course and more!
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?
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.
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.
What is the refund policy?
Is financial aid available?
More questions? Visit the Learner Help Center.