Oct 24th 2016

The Business of Social (Coursera)

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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)


Week 1: Legal Considerations

Week 2: Metrics

Week 3: Performance

Week 4: Management

The Business of Social is course 5 of 6 in 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. While the Specialization sequence and Capstone Project is a paid service, each of the individual MOOCs can be taken for free. To enroll in any single MOOC free of charge, click on the following course to navigate to its enrollment page: 1-What is Social?, 2-The Importance of Listening, 3-Engagement & Nurture Marketing Strategies, 4-Content, Advertising & Social IMC, 5-The Business of Social.