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.
Offered By
Social Media Marketing SpecializationNorthwestern UniversityAbout this Course
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Learner Career Outcomes
45%
started a new career after completing these courses
42%
got a tangible career benefit from this course
13%
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. 7 hours to complete
English
Subtitles: English, Japanese
Skills you will gain
Social MarketingSocial NetworkSocial Media MarketingSocial Media
Learner Career Outcomes
45%
started a new career after completing these courses
42%
got a tangible career benefit from this course
13%
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. 7 hours to complete
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
1 hour 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.
1 hour to complete
7 videos (Total 24 min), 6 readings
7 videos
Course Overview3m
Welcome to Social Media Marketing 20203m
The Capstone Project2m
Optional Resource Book you might find useful2m
How the Capstone Program Works1m
Brief [but Important] Announcement on the IBM Cloud System4m
6 readings
Welcome to Course 1 in the Social Marketing Specialization10m
Grading and Logistics10m
Meet Your Instructors10m
Social Marketing Toolkit Pt. 1 - Three Misconceptions of Social10m
Course Bookstore10m
Special Toolkits for Paid/Financial Aid Learners10m
2 hours 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.
2 hours to complete
7 videos (Total 39 min), 3 readings, 1 quiz
7 videos
Media: From Chaos to Clarity8m
Media: From Chaos to Clarity 2019 2nd Edition9m
The Social Media Revolution1m
Digital Transformation Trends 20192m
10 Important Trends for 20205m
Identifying Social Trends55s
3 readings
Infinite Dial Research from 202010m
Question for Discussion10m
Social Marketing Toolkit Pt. 2 - ClueTrain Manifesto10m
1 practice exercise
Quiz 130m
2 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.
2 hours to complete
9 videos (Total 42 min), 1 reading, 2 quizzes
9 videos
Your Professional Network4m
Real-Time Social Data3m
WeFeelFine.org Demo5m
The Shifting Social Landscape5m
The Social Pyramid4m
Social Pyramid 20203m
Developing your Professional Social Media Assets6m
Targeting Assignment Step by Step5m
1 reading
Social Marketing 202010m
1 practice exercise
Quiz 230m
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 330m
Networking & Tracking Assignment6m
Reviews
TOP REVIEWS FROM WHAT IS SOCIAL?
by CCMay 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. Additionally, the course shares and recommends tools which are helpful if you are doing social media marketing or eager to become one.
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 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 &
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.
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