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.
While the course can be audited for free, paid learners will receive additional content beyond the course basics. For MOOC 1, the toolkit includes a special video from Alessandro Acquisti on Big Data and a set of studies done by IBM on engagement and social marketing strategies with bottom-line profits.
This course has been designed to give you the tools, insights, knowledge, and skills to immediately impact your organization. In addition, we will help you network with thought leaders in social. After completing this course, you and your organization’s staff will be able to position, engage, and grow relationships with the consumers of highest value to you.
Today, we are living in a period of massive disruption. New technologies are changing the way people engage with each other and with the organizations that interest them. This course will start you on the path to growing your own social strategy using effective, proven methodologies.
Additional MOOC 1 faculty include:
* Judy Ungar Franks (President, The Marketing Democracy, Ltd. & Lecturer, Medill Integrated Marketing Communications, Northwestern)
This course is part of the Social Media Marketing Specialization
What is Social?
Offered By
About this Course
4.6
2,271 ratings
Skills you will gain
Social MarketingSocial NetworkSocial Media MarketingSocial Media
Syllabus - What you will learn from this course
Week
1Introduction 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.
3 videos (Total 12 min), 8 readings
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
Week
2Social 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.
5 videos (Total 21 min), 2 readings, 1 quiz
5 videos
Media: From Chaos to Clarity8m
The Social Media Revolution1m
Digital Transformation from Erik Qualman 2019 Published 1/8/20192m
Identifying Social Trends55s
2 readings
Question for Discussion10m
Social Marketing Toolkit Pt. 2 - ClueTrain Manifesto10m
1 practice exercise
Quiz 18m
Week
3The 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.
7 videos (Total 32 min), 1 reading, 2 quizzes
7 videos
Your Professional Network4m
Real-Time Social Data3m
WeFeelFine.org Demo5m
The Shifting Social Landscape5m
The Social Pyramid4m
Targeting Assignment Step by Step5m
1 reading
Social Marketing Toolkit Pt. 3 - Social Media is Drastically Changing10m
1 practice exercise
Quiz 28m
Week
4Social 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.
5 videos (Total 28 min), 4 readings, 2 quizzes
5 videos
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
4.6
581 Reviews50%
started a new career after completing these courses
51%
got a tangible career benefit from this course
19%
got a pay increase or promotion
Top Reviews
By FF•Oct 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.
By CQ•May 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.
Instructor
Randy Hlavac
Lecturer, Medill IMC; CEO, Marketing Synergy IncAbout 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 today’s marketplace, organizations need effective, profitable social marketing strategies. In this Specialization, you’ll learn to match markets to social strategies to profitably grow your business. You’ll use social media tools and platforms to design, manage, and optimize social campaigns to promote growth and position your brand in the global digital marketplace, and you’ll develop targeted content to spark dialogue with various social communities. In the final Capstone Project, you’ll create and evaluate a comprehensive social marketing strategy. Each course also contains a toolkit with bonus materials – one for everyone who signs up, and a special toolkit with additional content for only those who sign up and pay to earn a Course Certificate.
Each of the individual courses can be audited for free. Click on the following links to navigate to each course in this Specialization: 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.
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