Informações sobre o curso
4.7
457 classificações
54 avaliações
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)...
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cursos 100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Calendar

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Clock

Sugerido: 4 weeks of study, 1-2 hours/week

Aprox. 4 horas restantes
Comment Dots

English

Legendas: English

Habilidades que você terá

Social MarketingSocial Media MarketingSocial MediaA/B Testing
Globe

cursos 100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Calendar

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Clock

Sugerido: 4 weeks of study, 1-2 hours/week

Aprox. 4 horas restantes
Comment Dots

English

Legendas: English

Programa - O que você aprenderá com este curso

1

Seção
Clock
2 horas para concluir

Legal Considerations

In this module, you will learn the appropriate security, privacy, and governance considerations to apply to your social marketing strategy. ...
Reading
3 vídeos (Total de 19 min), 7 leituras, 1 teste
Video3 videos
Security, Privacy, and Governance Pt. 16min
Security, Privacy, and Governance Pt. 28min
Reading7 leituras
Welcome to MOOC 5!10min
Meet Your Instructors10min
Grading and Logistics10min
Social Marketing Toolkits10min
Course Bookstore10min
A Note on the Frequency of Capstone Offerings10min
Special Toolkits for Paid/Financial Aid Learners10min
Quiz1 exercício prático
Quiz 16min

2

Seção
Clock
1 hora para concluir

Metrics

In this module, you will gain a deeper understand of how metrics can be used to drive real business results. ...
Reading
5 vídeos (Total de 37 min), 1 leitura, 1 teste
Video5 videos
Identifying Social Successes4min
A New Model for Marketers8min
Measuring Engagement7min
Performance Funnels and KPIs8min
Reading1 leituras
Free Social Marketing Toolkit10min
Quiz1 exercício prático
Quiz 210min

3

Seção
Clock
1 hora para concluir

Performance

In this module, you will learn how to create a performance funnel and the key performance indicators necessary to create a sustainable, budgeted program. ...
Reading
4 vídeos (Total de 27 min), 2 leituras, 1 teste
Video4 videos
Justification Metrics6min
Calculating Performance Metrics5min
Creating a Pilot Program7min
Reading2 leituras
Toolkit Pt. 2: Budget & Justification Examples10min
Final Thoughts and Assignment10min
Quiz1 exercício prático
Assessing Your Performance12min

4

Seção
Clock
1 hora para concluir

Management

In this module, you will learn how to create a pilot program, test it for sustainability, and justify its existence using proven metrics. ...
Reading
4 vídeos (Total de 25 min), 2 leituras, 1 teste
Video4 videos
Program Management6min
Learn More with Medill IMC10min
Assessing Your Performance2min
Reading2 leituras
Download the Lecture Video Slides10min
What Comes Next?10min
Quiz1 exercício prático
Quiz 312min
4.7
Direction Signs

25%

comecei uma nova carreira após concluir estes cursos
Briefcase

83%

consegui um benefício significativo de carreira com este curso
Money

38%

recebi um aumento ou promoção

Melhores avaliações

por TWOct 18th 2017

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.

por CGMay 2nd 2017

Excellent Course to finalize the specialization, It was interesting all the different approaches regarding the way how security, budgeting and other strategies works in the Social Landscape

Instrutores

Randy Hlavac

Lecturer, Medill IMC; CEO, Marketing Synergy Inc

Sobre 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. ...

Sobre o Programa de cursos integrados Social Media Marketing

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....
Social Media Marketing

Perguntas Frequentes – FAQ

  • 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.

  • 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.

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