The overarching goal is to obtain a clear perspective on what’s really going on in digital and networked-based social environments so that you can begin to appreciate its true value to consumers, to managers, and to other corporate stakeholders. The emphasis is on understanding online social interactions, examining the various social media channels, learning how to integrate new mediums into marketing strategies and track their effectiveness.
Social Media Marketing is divided into three different topics:
- Managing Social Media and Metrics
- Connectivity and Developing Content
- Using Paid and Earned Social Media
Managing Social Media and Metrics
Managing Social Media – Define social media and understand how it influences how business and marketing is done. Create a strategic plan for identifying opportunities for using social media.
Social Media Metrics – Describe measurable standards and types of social interactions occurring on different social media platforms. Collect various types of metrics to complete audit of social media activity.
Connectivity and Developing Content
Connectivity – Understand key principles of “connected consumers” from psychological and sociological perspectives, and how these principles can be leveraged when developing social media strategies.
Developing Content – Understand how to use various digital mediums to disseminate relevant branded content. Learn to interact with consumers in ways that increase social impact, engagement, and value.
Using Paid and Earned Social Media
Using Paid Social Media – Describe potential advantages and disadvantages of advertising on social media platforms. Explain how marketers can increase the effectiveness of social media advertising by integrating it with other communication channels
Online Advertising – Understand the concept of seeding, relative advantages of different methods for choosing seeds, and explain how to incentivize seeds. Describe what being viral means, explain the concept of spillovers from viral marketing campaigns, and understand the importance of accounting for spillovers in viral marketing campaigns