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.
Created in 2014, this Specialization is updated every quarter to ensure you are receiving the most up-to-date training. The Social Media Marketing Specialization is designed to achieve two objectives. It gives you the social analytics tools, and training to help you become an influencer on social media. The course also gives you the knowledge and resources to build a complete social media marketing strategy – from consumer insights to final justification metrics. In each course, you will also receive special toolkits with timely information & when you pay for the Capstone, you receive a market planning toolkit.
Each of the individual courses can be audited for free. To see more, visit each course: 1-What is Social?, 2-The Importance of Listening, 3-Engagement & Nurture Marketing Strategies, 4-Content, Advertising & Social IMC, 5-The Business of Social.
About this 전문분야
45,809
45,809귀하가 습득할 기술
Business PlanningDigital MarketingSocial Media MarketingInfluencer MarketingAnalytics
How the 전문분야 Works
강좌 수강
Coursera 전문 분야는 기술을 완벽하게 습득하는 데 도움이 되는 일련의 강좌입니다. 시작하려면 전문 분야에 직접 등록하거나 강좌를 둘러보고 원하는 강좌를 선택하세요. 하나의 전문 분야에 속하는 강좌에 등록하면 해당 전문 분야 전체에 자동으로 등록됩니다. 단 하나의 강좌만 수료해도 됩니다. — 학습을 일시 중지하거나 언제든 구독을 종료할 수 있습니다. 학습자 대시보드를 방문하여 강좌 등록 상태와 진도를 추적해 보세요.
실습 프로젝트
모든 전문 분야에는 실습 프로젝트가 포함되어 있습니다. 전문 분야를 완료하고 수료증을 받으려면 프로젝트를 성공적으로 마쳐야 합니다. 전문 분야에 별도의 실습 프로젝트 강좌가 포함되어 있는 경우 각 강좌를 완료해야 프로젝트를 시작할 수 있습니다.
수료증 취득
모든 강좌를 마치고 실습 프로젝트를 완료하면 취업할 때나 전문가 네트워크에 진입할 때 제시할 수 있는 수료증을 취득할 수 있습니다.
이 전문분야에는 6개의 강좌가 있습니다.
강좌1
What is Social?
4.6
(2,428개의 평가)
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)
강좌2
The Importance of Listening
4.6
(1,140개의 평가)
In this second MOOC in the Social Marketing Specialization - "The Importance of Listening" - you will go deep into the Big Data of social and gain a more complete picture of what can be learned from interactions on social sites. You will be amazed at just how much information can be extracted from a single post, picture, or video. In this MOOC, guest speakers from Social Gist, BroadReader, Lexalytics, Semantria, Radian6, and IBM's Bluemix and Social Media Analytics Tools (SMA) will join Professor Hlavac to take you through the full range of analytics tools and options available to you and how to get the most from them. The best part, most of them will be available to you through the MOOC for free! Those purchasing the MOOC will receive special tools, templates, and videos to enhance your learning experience. In completing this course you will develop a fuller understanding of the data and will be able to increase the effectiveness of your content strategy by making better decisions and spotting crises before they happen! MOOC 2 bonus content in the paid toolkit includes access to Semantria's analytics engine to extract some data on the markets you are developing and have it analyzed.
As a student in this course, you are being provided the opportunity to access IBM Bluemix® platform-as-a-service trial for up to six months at no-charge with no credit card (up to a $1500 value).
NOTE: By enrolling in this course, given access to IBM's Bluemix technology for one month for free as well as Lexalytics' Semantria tool. For those earning a Course Certificate, you will be given an additional five months of Bluemix and three months of Semantria at no cost with a special key code. By enrolling for a Course Certificate for this MOOC, you are acknowledging that your email will be shared with Lexalytics for the sole and express purpose of generating your individual key code. After the key code has been generated, Lexalytics will delete your email from its records.
Additional MOOC 2 faculty include:
* Steve Dodd (SVP Business Development, Effyis - dba BoardReader and Socialgist - Global Social Media Content Access)
* Seth Redmore (CMO, Lexalytics, Inc.)
* Chris Gruber (Social Media Analytics Solution Architect, IBM)
* Russell Beardall (Cloud Architect, IBM)
* Tom Collinger (Executive Director Spiegel Research Center and Senior Director Distance Learning, Medill Integrated Marketing Communications, Northwestern)
* Tressie Lieberman (VP Digital Innovation, Taco Bell)
강좌3
Engagement & Nurture Marketing Strategies
4.7
(828개의 평가)
In this third course in the Social Marketing Specialization - "The Engagement & Nurture Marketing Strategies" - you will learn two of the most effective social strategies used by organizations today. You'll see real-world best practice examples and learn what metrics they use to gauge success. You will also learn the importance of infographics and the impact a well-designed landing page can have on your bottom line. All of the social skills you have learned thus far will be put into action with a multimedia filter and focus blog that you will create to demonstrate how social can enable real-time marketing results. After this MOOC, you will have developed a plan to reach your target consumer markets and know when it is best to either use or avoid specific social marketing strategies.
Additional MOOC 3 faculty include:
* Randy Krum (Data Visualization & Infographics Designer | Consultant | Author | Speaker | President, InfoNewt)
* Stanford Smith (CEO, Pushing Social)
* Andy Crestodina (Co-Founder & Strategic Director, Orbit Media Studios)
* Ellen Valentine (Veteran Marketing Leader & Evangelist, Silverpop, IBM)
강좌4
Content, Advertising & Social IMC
4.7
(666개의 평가)
Want your content to go viral? Who doesn't! It takes a thoughtful, integrated approach to make content that stands out in our increasingly oversaturated world. In this fourth course of the Social Marketing Specialization - "Content, Advertising & Social IMC" - you will learn how marketers are successfully navigating today's media landscape. You will learn why developing engaging content for your audience is an essential component in effective social marketing. A panel of experts will unlock the paid/owned/earned media riddle and replace it with an integrated who/what/where approach that utilizes platform-specific messaging to grow your market share. This course also includes an overview of the integrated marketing communications strategy for social and how it is being deployed around the globe, as well as gamification tips to keep your audiences coming back for more. In addition, you will learn the secrets to advertising on Facebook and other social sites.
Additional MOOC 4 faculty include:
* Judy Ungar Franks (President, The Marketing Democracy, Ltd. & Lecturer, Medill Integrated Marketing Communications, Northwestern)
* Steffi Decker (Junior Partner, Chong and Koster)
* Joey Strawn (Director of Integrated Marketing, Industrial Strength Marketing)
강좌5
The Business of Social
4.7
(504개의 평가)
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)
강좌6
Social Marketing Capstone Project
4.9
(164개의 평가)
Your markets are on social and you need to be there. However, your social strategy needs to be based on the business metrics which define your success. This final Capstone Project in the Social Marketing Specialization will put the methodologies, tools, and insights you have learned to the test as you create a multifaceted plan to assure effective social marketing is an integral part of your business strategy. Whether your company has a sophisticated Engagement Strategy or you are a new start-up, you will learn to harness the full power of social marketing to grow provable market share and build stronger relationships with your high value markets. For success in today's digital world, you must have a plan to integrate your social and mobile marketing strategies into your business strategy. In this Capstone you will use the practical skills that you’ve mastered through the Specialization to demonstrate your ability to integrate social and mobile marketing strategies into a company’s business strategy.
2016 Capstone Schedule:
1st offering begins on February 29 (2/29/16). It will be offered again starting on May 23 (5/23/16), August 29 (8/29/16), and November 28 (11/28/16),
강사
Randy Hlavac
Lecturer, Medill IMC; CEO, Marketing Synergy Inc노스웨스턴 대학교 정보
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.
자주 묻는 질문
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하나의 강좌에만 등록할 수 있나요?
네! 시작하려면 관심 있는 강좌 카드를 클릭하여 등록합니다. 강좌를 등록하고 완료하면 공유할 수 있는 인증서를 얻거나 강좌를 청강하여 강좌 자료를 무료로 볼 수 있습니다. 전문 분야 과정에 있는 강좌에 등록하면, 전체 전문 분야에 등록하게 됩니다. 학습자 대시보드에서 진행 사항을 추적할 수 있습니다.
재정 지원을 받을 수 있나요?
해당 강좌를 무료로 수강할 수 있나요?
이 강좌는 100% 온라인으로 진행되나요? 직접 참석해야 하는 수업이 있나요?
이 강좌는 100% 온라인으로 진행되므로 강의실에 직접 참석할 필요가 없습니다. 웹 또는 모바일 장치를 통해 언제 어디서든 강의, 읽기 자료, 과제에 접근할 수 있습니다.
전문 분야를 완료하면 대학 학점을 받을 수 있나요?
이 전문 분야는 대학 학점을 제공하지 않지만, 일부 대학에서 선택적으로 전문 분야 인증서를 학점으로 인정할 수도 있습니다. 자세한 내용은 해당 기관에 문의하세요.
Can I take the Specialization for free?
No, Specializations are a premium product, and learners must pay or apply for financial aid to join them. You can access individual course content for free by searching for the course title in the catalog and choosing the This Course Only option when enrolling. You will not earn a Certificate in the free version of the course, or be able to access the Capstone Project.
How long does it take to complete the Social Media Marketing Specialization?
Time to completion can vary based on your schedule, but most learners are able to complete the Specialization in about 6 months.
얼마나 자주 전문 분야의 강좌가 제공되나요?
Each course in the Specialization is offered on a regular schedule, with sessions starting about once per month. If you don't complete a course on the first try, you can easily transfer to the next session, and your completed work and grades will carry over.
Do I need to take the courses in a specific order?
We recommend taking the courses in the order presented, as each subsequent course will build on material from previous courses.
Will I earn university credit for completing the Social Media Marketing Specialization?
Coursera courses and certificates don't carry university credit, though some universities may choose to accept Specialization Certificates for credit. Check with your institution to learn more.
What will I be able to do upon completing the Social Media Marketing Specialization?
You will be able to leverage a variety of social media platforms, including blogs, social networks, private virtual communities, passion sites, and video sites, to achieve business and organizational goals. You will be able to identify influencers and experts within a social community, develop targeted strategies and content to engage those communities, and track your success through social monitoring and real-time analytics.
What background knowledge is necessary?
No background knowledge is required. This Specialization is designed for all professionals who would benefit from a more effective social marketing strategy, including business, government, and not-for-profit executives; marketing, PR and customer service managers; and entrepreneurs.
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