About this course: In a 2014 study of CEOs and CMOs, IBM found 63% wanted social strategies which generate business metrics while only 20% of businesses worldwide actually have them. This means strategies which not only grow your company’s social footprint but link to your sales and marketing systems. With this critical linkage, your social and mobile strategies will provide you with the ability to engage consumers at a 1-to-1 level and measure your social investments in terms of costs, revenues, profits and ROI. In this fifth MOOC of the Social Marketing Specialization - "The Business of Social" - you will learn how to transform your organization's social marketing from an untracked investment to an integral part of your company’s marketing strategy. You will learn the legal considerations involved as well as proven performance metrics and management tactics for success. Additional MOOC 5 faculty include: * Rich Gordon (Professor & Director of Digital Innovation, Medill, Northwestern) * Tom Collinger (Executive Director Spiegel Research Center and Senior Director Distance Learning, Medill Integrated Marketing Communications, Northwestern) * Seth Redmore (CMO, Lexalytics, Inc.) * Jeff Davidoff (CMO, Donuts.Domains) * Matt Krull (Business Unit Executive, IBM Security) * Frank Mulhern (Associate Dean, Department Chair, and Professor, Integrated Marketing Communications, Northwestern)
Taught by: Randy Hlavac, Lecturer, Medill IMC; CEO, Marketing Synergy Inc
| Basic Info | Course 5 of 6 in the Social Media Marketing Specialization |
| Commitment | 4 weeks of study, 1-2 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
- Reading: Welcome to MOOC 5!
- Reading: Meet Your Instructors
- Reading: Grading and Logistics
- Video: Understanding Data Protection
- Video: Security, Privacy, and Governance Pt. 1
- Video: Security, Privacy, and Governance Pt. 2
- Reading: Social Marketing Toolkits
- Reading: Course Bookstore
- Reading: A Note on the Frequency of Capstone Offerings
- Reading: Special Toolkits for Paid/Financial Aid Learners
- Video: Managing Social Programs
- Video: Identifying Social Successes
- Video: A New Model for Marketers
- Video: Measuring Engagement
- Video: Performance Funnels and KPIs
- Reading: Free Social Marketing Toolkit
- Video: Developing Your Budget
- Video: Justification Metrics
- Video: Calculating Performance Metrics
- Reading: Toolkit Pt. 2: Budget & Justification Examples
- Video: Creating a Pilot Program
- Reading: Final Thoughts and Assignment
- Video: Program Testing
- Video: Program Management
- Video: Learn More with Medill IMC
- Video: Assessing Your Performance
- Reading: Download the Lecture Video Slides
- Reading: What Comes Next?
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
| Purchase Course | Audit | |
|---|---|---|
| Access to course materials | Available | Available |
| Access to graded materials | Available | Not available |
| Receive a final grade | Available | Not available |
| Earn a shareable Course Certificate | Available | Not available |
Very useful as a wrap-up in combination with business insights including financial aspects.
The best for anyone who wants to truly understand what social media really is.
Excellent and so practical!
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Great final course before the capstone to pull all the theory and tools together for justifying the social marketing strategy and tactics. Budgeting and testing frameworks were excellent. Outstanding.