This Specialization focuses on using social media as a marketing tool in business communication and development. Learners will be oriented to the social media environment and encouraged to consider the role of these platforms in society and in business strategy. We discuss the elements of persuasion and consider the different stakeholders of a business and their needs or desires. Understanding how to craft messages for specific audiences and how to use social media channels to activate these audiences will further success online. Learners will also understand research and planning in social media, and will identify engagement strategies to connect with key stakeholders. Different social media planning tools are considered, like the content calendar and social media listening. Learners will understand how to execute and evaluate a social media plan for business. Learners will end the Specialization with a social media plan for a business.

Applied Learning Project

Learners will develop a comprehensive social media plan for their company using the GOST framework, including setting goals, objectives, strategies, and tactics. They will apply their skills to create targeted content, engage with their audience, and provide peer feedback, solving authentic business communication challenges.