什么是社交?

Part of a 6-course series, the Social Media Marketing Specialization

美国西北大学

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什么是社交?

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)

什么是社交? is course 1 of 6 in the Social Media Marketing Specialization.

In today’s marketplace, organizations need effective, profitable social marketing strategies. In this Specialization, you’ll learn to match markets to social strategies to profitably grow your business. You’ll use social media tools and platforms to design, manage, and optimize social campaigns to promote growth and position your brand in the global digital marketplace, and you’ll develop targeted content to spark dialogue with various social communities. In the final Capstone Project, you’ll create and evaluate a comprehensive social marketing strategy. Each course also contains a toolkit with bonus materials – one for everyone who signs up, and a special toolkit with additional content for only those who sign up and pay to earn a Course Certificate.

授课教师

Randy Hlavac
Lecturer, Medill IMC; CEO, Marketing Synergy Inc

Syllabus

Week 1 Introduction to Social Marketing

Course goals, structure, and deliverables

Week 2 Social Trends

How is the digital revolution disrupting the marketplace?

Quiz: Quiz 1

Week 3 The Business of Social

What impact does social have on the marketplace?
Peer Review Assignment: Defining Your Audience

Quiz: Quiz 2
Assignment: Career Targeting Assignment

Week 4 Social Overview

The speed and depth of real-time Big Data
Setting Up Your Social Assets

Quiz: Quiz 3
Quiz: Klout Assignment

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