Content, Advertising & Social IMC

In a 2018 survey of businesses, Buffer found that only 29% had effective social media marketing programs. A recent survey of consumers by Tomoson found 92% of consumers trust recommendations from other people over brand content, 70% found consumer reviews to be their second most trusted source, 47% read blogs developed by influencers and experts to discover new trends and new ideas and 35% used blogs to discover new products and services. Also, 20% of women who used social considered products promoted by bloggers they knew. Today, businesses and consumers use social media to make their purchas

Created by: Randy Hlavac

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Overall Score : 92 / 100

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Course 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.Additional MOOC 4 faculty include:* Judy Ungar Franks (President, The Marketing Democracy, Ltd. & Lecturer, Medill Integrated Marketing Communications, Northwestern)* Steffi Decker (Junior Partner, Chong and Koster)* Joey Strawn (Director of Integrated Marketing, Industrial Strength Marketing)

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Instructor Details

Randy Hlavac

Randy Hlavac is an expert in digital marketing, social media marketing, and social analytics. He is a 20 year instructor of Digital, Social and Mobile Marketing and Content Curation and Digital Marketing at Northwestern University. His book - Social IMC - focuses on how to build effective social media marketing strategies and tactics for any size company located anywhere in the world. In addition to teaching, Randy is the CEO of Marketing Synergy Inc. [www.msinetwork.com] which consults with companies on developing effective, profitable digital marketing strategies and social media marketing programs. Randy is also the creator and "MC" on the Social Media Marketing and a participant in the Content Strategies for Professionals specializations on Coursera.

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Reviews

4.6

96 total reviews

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By Steph L on 15-Apr-16

More like a 3.5 to 4? Close to 4. The main problem for me with this course was the assignment. I found it a bit unclear. The instructions are clear, but the way to go about completing the assignment was not. The last assignment we had in Course 3 was very specific and even had a video specifically on how to complete the assignment and why each step was important. We were given an example as to how to perfectly complete the assignment to extract the maximum knowledge from the course. In this course, that aspect was a bit lacking

By Greg J on 13-Dec-18

Great course! This was my first Coursera experience and it exceeded my expectations. Drive on!

By ALLANNA N on 29-Nov-18

The course was very interesting because gave me at the same time, a general and specific idea about how to create a good content and generate more visits in my pages. It is very important when you want to promote your product/ideas to a different audience and you do not know exactly what to say, how to say and what to show them. Also the course gave me inspiration to create a personal blog - https://allannanigro.wixsite.com/misitio/blog/aventuras-en-tierras-aztecas that allowed me to put into practice all of the content learned during the course. Thank you IBM and Coursera for this excellent opportunity :)

By Mahmoud R on 8-Apr-19

very cool

By Nupur S on 26-Feb-19

The social IMC course is a part of the MOOC4 of Social Media Marketing Specialization offered by Northwestern over 6 MOOCs. The biggest takeaway of this MOOC was its real time application. It actually made me think twice on the ways I deploy my marketing strategy at work.

By Danielle C on 21-Oct-18

A little lengthy but managed to get through it and enjoy it

By Jody P on 19-Feb-16

One of the best courses I've taken on Coursera. The lectures are tailored for online learning as opposed to videos of live lectures. They are short and and full of relevant, useful information. This was a huge plus for me because I don't have a lot of extra time to sit through hours and hours of lectures. There were guest lecturers who were experts in the field of social media marketing who provided great insight on the topic. I've utilized many of the strategies learned through this course and the other courses in this Specialization in my own business and have increased my social media following as well as began developing and advertising my blog.

By NATALIA on 20-Jan-16

very good practical assignments that help you learn smth new, interesting interviews

By yinsan on 10-Sep-17

nice course

By Susana O on 21-May-18

Very interesting course, the assignments and case studies are very useful to understand the IMC strategy.

By Julio A M C on 18-Feb-17

Is an awesome course, you can access great and up to date information that allowed you to succeed in your career.

By HAMADA S R S on 30-Nov-16

Awesome course