Course Summary
In this course, you will learn how to use social media as an integrated marketing communication (IMC) tool to increase brand awareness and engage customers. The course covers various social media platforms, including Facebook, Twitter, LinkedIn, and YouTube, and teaches you how to develop an effective social media strategy.Key Learning Points
- Understand how social media can be used as a marketing tool
- Learn how to develop a social media strategy
- Explore various social media platforms and their features
- Understand how to measure the effectiveness of social media campaigns
Related Topics for further study
- Social Media Marketing
- Integrated Marketing Communication
- Brand Awareness
- Customer Engagement
- Social Media Strategy
Learning Outcomes
- Develop an effective social media strategy
- Create engaging social media content
- Measure the effectiveness of social media campaigns
Prerequisites or good to have knowledge before taking this course
- Basic understanding of marketing concepts
- Access to social media platforms
Course Difficulty Level
BeginnerCourse Format
- Self-paced
- Online
Similar Courses
- Social Media Marketing Specialization
- Digital Marketing Specialization
Related Education Paths
Notable People in This Field
- Gary Vaynerchuk
- Neil Patel
Related Books
Description
Want your content to go viral? Who doesn't! It takes a thoughtful, integrated approach to make content that stands out in our increasingly oversaturated world. In this fourth course of the Social Marketing Specialization - "Content, Advertising & Social IMC" - you will learn how marketers are successfully navigating today's media landscape. You will learn why developing engaging content for your audience is an essential component in effective social marketing. A panel of experts will unlock the paid/owned/earned media riddle and replace it with an integrated who/what/where approach that utilizes platform-specific messaging to grow your market share. This course also includes an overview of the integrated marketing communications strategy for social and how it is being deployed around the globe, as well as gamification tips to keep your audiences coming back for more. In addition, you will learn the secrets to advertising on Facebook and other social sites.
Outline
- Content Strategy
- Importance of Content in Social Marketing
- Paid / Owned / Earned Media
- Welcome to MOOC 4!
- Meet Your Instructors
- Grading and Logistics
- The Frustration with Peer Review Assignments
- Social Marketing Toolkits
- Course Bookstore
- A Note on the Frequency of Capstone Offerings
- Special Toolkits for Paid/Financial Aid Learners
- Quiz 1
- Advertising
- How to Develop Facebook-type Advertising Pt 1
- How to Develop Facebook-type Advertising Pt 2
- Free Social Marketing Toolkit
- Quiz 2
- Social Integrated Marketing Communications (IMC)
- Social IMC Strategy
- What is Gamification?
- Keep Them Coming Back
- Applications for Social IMC Strategy
- Social IMC Example: Ridgid Plumber Forum
- Social IMC Example: Carling Black Label
- Social IMC Example: North Face
- Social IMC Example: American Express
- Engaging Your High-Value Markets
- Rolling Out Your Blog
- A/B Split Testing in 4 Easy Steps - Step 1 Building your Testing Grid
- Step 2 - Creating your Tracking URLs
- Step 3 - Executing Your Plan
- Step 4 - Analyzing your Results
- Hootsuite offers a Free message scheduler to automate message distribution
- Assignment Overview
- What is A/B Split Testing?
- Download the A/B Testing Assignment Spreadsheet
- Free E-books on A/B Testing
- Quiz 3
- Measuring Your Social Programs
- Three Social Strategies
- Measuring Social IMC Programs
- Key Performance Indicators
- Testing Your Strategies
- Download the Lecture Video Slides
- What Comes Next?
- Quiz 4
Summary of User Reviews
Discover the power of integrated marketing communications (IMC) and its impact on social media in this highly-rated course on Coursera. Students praise the practical applications and real-world examples of social IMC covered in the course.Key Aspect Users Liked About This Course
Practical applications and real-world examples of social IMC.Pros from User Reviews
- Great practical examples
- Engaging and informative lectures
- Helpful resources and materials provided
- Interactive assignments and quizzes
Cons from User Reviews
- Some assignments are too time-consuming
- Course content can be repetitive
- Limited interaction with instructors
- Not suitable for advanced learners
Randy Hlavac
4.7 Raiting
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