The Importance of Listening

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 : 88 / 100

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Course Description

In this second MOOC in the Social Marketing Specialization - "The Importance of Listening" - you will go deep into the Big Data of social and gain a more complete picture of what can be learned from interactions on social sites. You will be amazed at just how much information can be extracted from a single post, picture, or video. In this MOOC, guest speakers from Social Gist, BroadReader, Lexalytics, Semantria, Radian6, and IBM's Bluemix and Social Media Analytics Tools (SMA) will join Professor Hlavac to take you through the full range of analytics tools and options available to you and how to get the most from them. The best part, most of them will be available to you through the MOOC for free! Those purchasing the MOOC will receive special tools, templates, and videos to enhance your learning experience. In completing this course you will develop a fuller understanding of the data and will be able to increase the effectiveness of your content strategy by making better decisions and spotting crises before they happen! MOOC 2 bonus content in the paid toolkit includes access to Semantria's analytics engine to extract some data on the markets you are developing and have it analyzed. As a student in this course, you are being provided the opportunity to access IBM Bluemix platform-as-a-service trial for up to six months at no-charge with no credit card (up to a $1500 value).NOTE: By enrolling in this course, given access to IBM's Bluemix technology for one month for free as well as Lexalytics' Semantria tool. For those earning a Course Certificate, you will be given an additional five months of Bluemix and three months of Semantria at no cost with a special key code. By enrolling for a Course Certificate for this MOOC, you are acknowledging that your email will be shared with Lexalytics for the sole and express purpose of generating your individual key code. After the key code has been generated, Lexalytics will delete your email from its records. Additional MOOC 2 faculty include: * Steve Dodd (SVP Business Development, Effyis - dba BoardReader and Socialgist - Global Social Media Content Access) * Seth Redmore (CMO, Lexalytics, Inc.)* Chris Gruber (Social Media Analytics Solution Architect, IBM)* Russell Beardall (Cloud Architect, IBM) * Tom Collinger (Executive Director Spiegel Research Center and Senior Director Distance Learning, Medill Integrated Marketing Communications, Northwestern)* Tressie Lieberman (VP Digital Innovation, Taco Bell)

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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

4.4

141 total reviews

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By Anthony L F on 5-Nov-17

This course is great because you get hands on experience with social listening tools. If you work in social media marketing and want to know more about listening, this class is worth the time.

By Irma A H A on 10-Dec-18

Great, is better than the first.

By Geri Z on 6-Nov-18

Decent course. I hope I can continue following your courses for free...

By Michael I on 26-Nov-18

Very useful course enabling you to assess your target market in various ways and reach conclusions.

By CHAIBA E M on 26-Nov-18

amazing <3

By Fitcher T N on 29-Nov-18

Worth it ... well structured , Access to offline as well , good quality and reference , excellent tools offered

By Daniel E T M on 17-Jan-19

one of the best courses for hands in platforms to use and understand.

By Ambika R K on 17-Jan-19

This course has opened my minds! The tools and the paid access to tools like IBM BlueMix and Semantria, are mindblowing. It has not only helped me advance in my career but it has also opened my perspective towards building a holistic social media plan for my target market.

By samira m on 14-Feb-19

Insightful. Useful application to real business.

By Lilia M A C on 24-Feb-19

Amazing!

By Ignacio M N on 31-Jul-18

Excelente y prctico

By Megan N on 17-Jul-18

The tools, insights and growth I got from this section was fantastic and has actually changed the way I approach my social media marketing for my business.