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- Level Foundation
- Duration 7 hours
- Course by Northwestern University
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Offered by
About
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)Modules
Course goals, structure, and deliverables
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7
Videos
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6
Readings
7
Videos
- Introduction
- Course Overview
- Welcome to Social Media Marketing 2020
- The Capstone Project
- Optional Resource Book you might find useful
- How the Capstone Program Works
- Brief [but Important] Announcement on the IBM Cloud System
6
Readings
- Welcome to Course 1 in the Social Marketing Specialization
- Grading and Logistics
- Meet Your Instructors
- Social Marketing Toolkit Pt. 1 - Three Misconceptions of Social
- Course Bookstore
- Special Toolkits for Paid/Financial Aid Learners
How is the digital revolution disrupting the marketplace?
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7
Videos
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3
Readings
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1
Assignment
1
Assignment
- Quiz 1
7
Videos
- Surviving the Digital Revolution
- Media: From Chaos to Clarity
- Professor Judy Franks on Media: From Chaos to Clarity
- The Social Media Revolution
- Digital Transformation Trends
- 10 Important Trends for 2020
- Identifying Social Trends
3
Readings
- Infinite Dial Research
- Question for Discussion
- Social Marketing Toolkit Pt. 2 - ClueTrain Manifesto
What impact does social have on the marketplace?
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8
Videos
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1
Readings
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1
Assignment
1
Assignment
- Quiz 2
8
Videos
- Viewing Social
- Your Professional Network
- Real-Time Social Data
- WeFeelFine.org Demo
- The Shifting Social Landscape
- The Social Pyramid
- Social Pyramid 2020
- Developing your Professional Social Media Assets
1
Readings
- Social Marketing 2020
Peer Review Assignment: Defining Your Audience
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1
Videos
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1
PeerReview
1
Peer Review
- Career Targeting Assignment
1
Videos
- Targeting Assignment Step by Step
The speed and depth of real-time Big Data
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8
Videos
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1
Assignment
1
Assignment
- Quiz 3
8
Videos
- The 3 M's of an Effective Content Strategy for Social Media Marketing
- The 3 M's of Effective Content Strategy - Focusing on Markets
- The 3 M's of Effective Content Strategy - Focusing on Messages
- The 3 M's of Effective Content Strategy - Focusing on Media
- Social Networks and Communities
- Why Social Communities Form
- Understanding Social Communities
- How to Position Yourself as a Brand Authority
Setting Up Your Social Assets
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1
Videos
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4
Readings
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1
Assignment
1
Assignment
- Networking & Tracking Assignment
1
Videos
- Developing your Social Media Tools for the Networking Assignment
4
Readings
- Developing the Social Assets to Develop Your Personal Brand
- Question for Discussion
- Download the Lecture Video Slides
- What Comes Next?
Auto Summary
Elevate your social media strategy with the "What is Social?" course, designed for business owners, executives, and marketing professionals eager to harness the power of social media for significant growth. This engaging, hands-on program provides practical, actionable insights and skills to enhance your professional persona and boost your organization's social strategy. Offered through Coursera, this foundational course is the first in the comprehensive six-course specialization: Social Media Marketing: How to Profit in a Digital World. It not only teaches you the essentials but also guides you in implementing effective methodologies right away. Led by expert instructors, including Judy Ungar Franks, President of The Marketing Democracy, Ltd., and Lecturer at Northwestern’s Medill Integrated Marketing Communications, the course features exclusive content like a special video from Alessandro Acquisti on Big Data and IBM's studies on engagement and social marketing strategies. The course spans 420 minutes and provides options to audit for free or subscribe for additional premium content. Choose from Starter, Professional, or Paid subscriptions to access enhanced materials and tools. Ideal for those looking to position, engage, and nurture relationships with high-value consumers, this course prepares you to navigate the digital landscape and stay ahead in a rapidly evolving world. Join now to start transforming your social media strategy and make an immediate impact on your organization.
Randy Hlavac