The Business of Social

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

( 132 Reviews )

Created by: Randy Hlavac

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Overall Score : 92 / 100

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Course Description

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.Additional MOOC 5 faculty include:* Rich Gordon (Professor & Director of Digital Innovation, Medill, Northwestern)* Tom Collinger (Executive Director Spiegel Research Center and Senior Director Distance Learning, Medill Integrated Marketing Communications, Northwestern)* Seth Redmore (CMO, Lexalytics, Inc.)* Jeff Davidoff (CMO, Donuts.Domains) * Matt Krull (Business Unit Executive, IBM Security) * Frank Mulhern (Associate Dean, Department Chair, and Professor, Integrated Marketing Communications, Northwestern)

Time: 5h

Instructor Details

Randy Hlavac

4.6 Rating
132 Reviews

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.

Reviews

4.6

132 total reviews

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By Jaydon on 20-Feb-19

Really good course i have had

By Lilia M A C on 25-Feb-19

Great!

By Mahmoud R on 8-Apr-19

very cool

By Bruno G on 16-Feb-16

Good "cookbook" for create, apply and manage applied marketing, in a real term to a company.

By Maya C on 10-Oct-16

An excellent course for those new or seasoned to marketing. We live in a digital world and if you own your own business, work for a large company or are a freelancer (like me) you can grow your business and benefit from this class. Seriously do yourself a favor and take this class!!

By Yauri on 30-Jan-16

Phenomenal Course!

By Natasha V on 14-Feb-16

Super courseThank you Professor and Northwestern University and Coursera for some wonderful material

By Henrietta K on 22-Mar-16

A great start to this specialization, and excellently done. I've found out things in this course that made lightbulbs go off above my head - and after having finished all 5 courses, I've signed up again to review, and to get the paid version of the course!

By Vctor R O L on 3-Jul-17

Great course!

By Luznery d C V M on 8-Jun-16

Great course! The course material is focused on the current Social media techniques. Recommended!

By Gayle H on 19-Sep-17

The best for anyone who wants to truly understand what social media really is.

By Lyssa M on 6-Jun-16

Another excellent class in the series. Straight-forward information about transforming social media marketing knowledge into an ongoing program.

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