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The Business of Social
  • Level Foundation
  • Duration 6 hours
  • Course by Northwestern University
  • Offered by

About

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)

Modules

Security, Privacy & Governance Concerns

    • 3 Videos
    • 7 Readings
    • 1 Assignment
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1 Assignment

  • Quiz 1

3 Videos

  • Understanding Data Protection
  • Security, Privacy, and Governance Pt. 1
  • Security, Privacy, and Governance Pt. 2

7 Readings

  • Welcome to MOOC 5!
  • Meet Your Instructors
  • Grading and Logistics
  • Social Marketing Toolkits
  • Course Bookstore
  • A Note on the Frequency of Capstone Offerings
  • Special Toolkits for Paid/Financial Aid Learners

Most Important Metrics to Observe

    • 6 Videos
    • 2 Readings
    • 1 Assignment
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1 Assignment

  • Quiz 2

6 Videos

  • Managing Social Programs
  • Identifying Social Successes
  • A New Model for Marketers
  • Measuring Engagement
  • Finding Relevant Performance Metrics
  • Performance Funnels and KPIs

2 Readings

  • Marketing in a Pandemic World
  • Free Social Marketing Toolkit

Building a Successful Social Marketing Program

    • 4 Videos
    • 1 Readings
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4 Videos

  • Developing Your Budget
  • Justification Metrics
  • Calculating Performance Metrics
  • Creating a Pilot Program

1 Readings

  • Toolkit Pt. 2: Budget & Justification Examples

Assignment: Self-Assessment of MOOC Progress

    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Assessing Your Performance

1 Readings

  • Final Thoughts and Assignment

Sustaining Your Social Programs

    • 4 Videos
    • 2 Readings
    • 1 Assignment
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1 Assignment

  • Quiz 3

4 Videos

  • Program Testing
  • Program Management
  • Learn More with Medill IMC
  • Assessing Your Performance

2 Readings

  • Download the Lecture Video Slides
  • What Comes Next?

Auto Summary

"The Business of Social" focuses on transforming social marketing into a key part of your sales and marketing strategy. Offered by Coursera and led by renowned experts from Northwestern and industry leaders, this foundational course covers legal considerations, performance metrics, and management tactics. With a duration of 360 minutes, it is ideal for professionals in sales and marketing, available through Starter and Professional subscriptions.

Randy Hlavac
Instructor

Randy Hlavac