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What is Social? {coursera marketing}
About this Course
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. There are three options for taking this course: 1. Enroll for free. 2. Enroll in the Signature Track to earn a Course Certificate from Northwestern and gain access the course toolkit for $79. (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.) 3. Take the MOOC as part of the six-course Social Media Specialization ($426). If you register for all six courses at once, you will receive a ten percent discount, earn the more prestigious Social Media Marketing Specialization Certificate from Northwestern, and access to the toolkits for all courses. 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)
Goal Accomplishment Criteria
прошла курс, получила сертификат
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Introduction to Social Marketing
In this first module, you will learn about the goals, structure, and deliverables of the Social Marketing Specialization MOOCs, as well as gain an understanding of how the MOOCs in the Specialization will each build on one another to create a truly unique and immediately applicable experience.
3 videos, 8 readings
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Video: Introduction
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Video: Course Overview
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Video: The Capstone Project
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Reading: Welcome to Course 1 in the Social Marketing Specialization
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Reading: Grading and Logistics
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Reading: Meet Your Instructors
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Reading: Social Marketing Toolkits
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Reading: Social Marketing Toolkit Pt. 1 - Three Misconceptions of Social
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Reading: Course Bookstore
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Reading: A Note on Frequency of Capstone Offerings
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Reading: Special Toolkits for Paid/Financial Aid Learners
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Social Trends
In this module, you will learn not only how the digital revolution has disrupted the marketplace, but also how you can make sense of this disrupted digital world.
6 videos, 2 readings
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Video: Surviving the Digital Revolution
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Video: Media: From Chaos to Clarity
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Video: The Social Media Revolution
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Video: The Social Media Revolution 2015
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Video: #Socialnomics
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Video: Identifying Social Trends
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Reading: Question for Discussion
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Reading: Social Marketing Toolkit Pt. 2 - ClueTrain Manifesto
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Graded: Quiz 1
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The Business of Social
In this module, you will learn how to view social as holistic, consumer/stakeholder focused, flexible, global, real-time and integrated. You will then complete a peer review assignment which will ask you to define your target audience on social.
7 videos, 1 reading
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Video: Viewing Social
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Video: Your Professional Network
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Video: Real-Time Social Data
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Video: WeFeelFine.org Demo
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Video: The Shifting Social Landscape
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Video: The Social Pyramid
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Reading: Social Marketing Toolkit Pt. 3 - Social Media is Drastically Changing
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Video: Targeting Assignment Step by Step
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Graded: Quiz 2
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Graded: Career Targeting Assignment
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Social Overview
In this module, you will learn to understand the importance of big data and how to deal with all of the quickly changing social sites used today. You will also learn the difference between social networks and communities as well as the reasons that they form. Then, you will set up the social sites that you will use throughout the Specialization.
5 videos, 4 readings
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Video: Social Networks and Communities
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Video: Why Social Communities Form
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Video: Understanding Social Communities
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Video: How to Position Yourself as a Brand Authority
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Reading: Developing the Social Assets to Develop Your Personal Brand
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Video: Klout Assignment Step by Step
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Reading: Question for Discussion
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Reading: Download the Lecture Video Slides
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Reading: What Comes Next?
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Graded: Quiz 3
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Graded: Klout Assignment
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