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.
The Business of Social
This course is part of Social Media Marketing Specialization
Instructor: Randy Hlavac
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There are 4 modules in this course
In this module, you will learn the appropriate security, privacy, and governance considerations to apply to your social marketing strategy.
What's included
3 videos7 readings1 assignment
In this module, you will gain a deeper understand of how metrics can be used to drive real business results.
What's included
6 videos2 readings1 assignment
In this module, you will learn how to create a performance funnel and the key performance indicators necessary to create a sustainable, budgeted program.
What's included
4 videos2 readings1 assignment
In this module, you will learn how to create a pilot program, test it for sustainability, and justify its existence using proven metrics.
What's included
4 videos2 readings1 assignment
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ESSEC Business School
University of Michigan
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Reviewed on Apr 18, 2021
I learned lot of things in this course, Thanks Coursera to giving us an oppurtunity
Reviewed on Feb 16, 2017
This Course is excellent and especially Prof Randy had put in a lot of effort to give this amazing series of Mooc on Social marketing. I highly recommend these Moocs
Reviewed on Oct 17, 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.
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