Strategic Social Media Marketing for Engagement
Discover powerful techniques to captivate audiences and boost brand visibility with targeted social media strategies that maximize audience interaction.
Discover powerful techniques to captivate audiences and boost brand visibility with targeted social media strategies that maximize audience interaction.
This advanced course examines how organizations can capitalize on social media and consumer-to-consumer interactions to support their marketing efforts. It covers developing a social media marketing strategy, creating engaging content across platforms, measuring effectiveness, leveraging social listening, and managing social media within organizations. The course emphasizes a strategic and practical perspective on social media marketing.
Instructors:
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What you'll learn
Develop a comprehensive social media marketing strategy aligned with business goals
Create engaging content strategically integrated across multiple social media platforms
Identify and leverage influencers to amplify brand messages
Implement social media listening techniques to inform marketing decisions
Measure the effectiveness and ROI of social media marketing efforts
Manage social media within organizational structures and develop social media policies
Skills you'll gain
This course includes:
Scheduled video
Graded assignments, exams
Access on Mobile, Tablet, Desktop
Limited Access access
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There are 6 modules in this course
This course provides a comprehensive framework for strategic social media marketing in the digital age. It covers the transformation of consumer interactions through social media and how organizations can leverage these changes. Key topics include developing social media strategies aligned with business objectives, creating engaging content across platforms, identifying and leveraging influencers, social media listening and analytics, measuring ROI, and managing social media within organizations. The course emphasizes practical applications, including content creation for platforms like Facebook, Instagram, Twitter, and Snapchat. It also addresses critical issues such as crisis management and ethical considerations in social media marketing. Designed for product managers and marketing professionals, the course provides essential knowledge for operating in a digital environment and using social media to achieve organizational objectives.
A Strategic Perspective on Social Media Marketing
Module 1
Leveraging Networks
Module 2
Creating Engaging Content
Module 3
Social Media Listening and Co-Creation
Module 4
Assessing Social Media ROI
Module 5
The Role of Social Media in the Organization
Module 6
Fee Structure
Instructor
Marketing Scholar and Academic Leader at Boston University
Barbara Bickart serves as Senior Associate Dean of Graduate Programs and Associate Professor of Marketing at Boston University's Questrom School of Business, where she oversees the undergraduate program and all residential graduate programs, including MBA, specialty MS programs, and PhD programs. Her groundbreaking research was among the first to demonstrate the persuasive impact of consumer-generated content on social media compared to marketer-generated content. With a PhD in Marketing from the University of Illinois at Urbana-Champaign, she has made significant contributions to marketing research through publications in prestigious journals such as the Journal of Marketing Research, Journal of Consumer Research, and Journal of Interactive Marketing. Her expertise spans social media marketing, consumer behavior, and marketing communications, with particular focus on how communication context influences consumer judgment. She has held leadership roles as Faculty Director of the MBA program and Marketing Department Chair, while also serving as President of the Journal of Consumer Research Policy Board and Associate Editor of the Journal of Marketing and Public Policy. Her recent work examines how consumers use brand mentions for self-presentation on social media and the effectiveness of online consumer reviews.
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