Tactics, Ethics, and Future Trends in Social Media Marketing

via Coursera

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Go to class

Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Effort

17 weeks, 1 hour a week
Sessions

Self-Paced
Level

Beginner
Subtitles

English

Found in

Overview

This course focuses on the tactical and ethical execution of social media marketing, emphasizing practical strategies that drive measurable outcomes. Learners explore influencer marketing, content creation, and brand advocacy within modern digital platforms. Participants gain hands-on knowledge in managing paid, owned, and earned media, leveraging memes, emojis, and visual communication. Strategies for customer engagement, complaint handling, and organizational exit are examined to optimize marketing performance. The course blends theory with real-world applications, highlighting ethical considerations and reputation management. Learners engage with examples and interactive exercises that reinforce practical skills and decision-making. This course benefits marketing professionals, social media managers, and students seeking applied knowledge of tactical execution and ethical best practices. No prior experience is required. This course is part three of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization. This Specialization is based on the book, The Sage Handbook of Social Media Marketing, by Annmarie Hanlon and Tracy L. Tuten. Copyright ©2022 by Sage Publications Limited. All rights reserved, including rights for text and data mining and training of artificial technologies or similar technologies. Published by Sage Publications Limited, London. Used by arrangement with Sage Publications Limited.

Syllabus

How Influencers Influence: Conceptualizing the Influencer Map for Marketing

This module explores the roles and personas of social media influencers, examining how they build credibility and impact consumer decision-making. Learners will discover frameworks for categorizing influencers and strategies for leveraging their influence in marketing communication. The module also introduces theoretical perspectives to guide effective influencer-based campaigns.

Social Media Marketing: The Opportunities and Challenges of Paid, Owned, and Earned Media

This module examines the dynamic landscape of social media marketing by exploring the distinctions and interplay between paid, owned, and earned media. Learners will gain insights into platform strategies, user engagement, and the impact of advertising, influencer marketing, and consumer-generated content. By the end, participants will be equipped to assess and leverage different media types to achieve marketing objectives.

A Typology of Brand-Related Content on Social Media

This module examines the various types of brand-related content found on social media, focusing on the roles of senders and the nature of messages. Learners will analyze how companies use storytelling and other strategies to promote brands, as well as assess the opportunities and challenges associated with different content types.

Virtual Influencers: Antecedents and Typologizing

This module explores the emergence and characteristics of virtual influencers, examining their narrative techniques, marketing potential, and the evolution of digital star systems. Learners will analyze real-world examples, assess the advantages and challenges of using virtual influencers in advertising, and consider opportunities for research and practice in this rapidly evolving field.

Visual Communication in Social Media Marketing

This module explores the growing significance of visual content in social media marketing, examining both company-driven and consumer-driven visual strategies. Learners will discover best practices for platforms like Instagram, develop visual literacy skills, and learn methods for analyzing visual communication in digital contexts.

Memes: Interactive Creative Intertextuality on Social Media

This module examines the phenomenon of internet memes, exploring their definitions, classifications, and cultural significance across various social media platforms. Learners will analyze how memes are strategically used by organizations and consider the evolving role of memes in digital communication. By the end, participants will gain insights into the creative and interactive nature of memes in online environments.

Do You Speak Emoji? The Language of Emojis

This module explores the evolution and significance of emojis in digital communication, examining their historical roots, cultural interpretations, and psychological impact. Learners will gain insights into how emojis bridge non-verbal cues in computer-mediated interactions and the challenges posed by cultural diversity.

Positive Messaging and Employee Brand Advocacy

This module explores how employee engagement and motivation influence brand perception and organizational reputation, especially through the use of social media. Learners will examine theoretical models like UTAUT to understand technology adoption and discover strategies for fostering positive employee advocacy online. Practical insights into organizational citizenship behavior and its impact on brand advocacy are also discussed.

Firm Strategies for One-on-One Exchanges with Customers in Social Media

This module explores how companies engage with customers on social media by monitoring, analyzing, and responding to user-generated content. Learners will examine research on customer complaints, firm response strategies, and methods for empirically investigating these interactions to improve relationship-building and brand outcomes.

Understanding Complaining, Service Failure Identification and Service Recovery via Social Media

This module explores how social media has transformed customer complaint behavior, service failure identification, and recovery strategies. Learners will examine key theories, the impact of online complaints on brand reputation, and effective approaches for managing and recovering from service failures in a digital context.

Organizational Exit Strategies on Social Media Platforms

This module explores how organizations adapt and implement exit strategies from social media platforms, focusing on the impact of disengagement on brand communities and communication practices. Learners will examine case studies, analyze posting behaviors, and consider the implications of shifting digital engagement. The module also highlights current research limitations and areas for future investigation.

Social Media Metrics: From Vanity to Sanity

This module guides learners through the complexities of social media metrics, distinguishing between vanity and meaningful measures of performance. You will explore scholarly debates on ROI, learn to select relevant metrics and tools, and apply integrated frameworks like AMEC to real-world case studies. By the end, you'll be equipped to make informed decisions about social media measurement strategies.

A/B Testing in Social Media

This module introduces the principles and practical steps of A/B testing in digital marketing, focusing on how to design, implement, and interpret controlled experiments on social media platforms. Learners will explore the scientific method behind split testing, understand its strengths and limitations, and gain skills to analyze real-world marketing data for informed decision-making.

The Reputation Economy: A Tale as Old as Time or a New Paradigm?

This module explores the evolution of reputation systems from historical marketplaces to modern digital platforms, highlighting their role in building trust and shaping economic and social interactions. Learners will examine how online ratings, reviews, and social credit systems influence behavior and decision-making in today's interconnected world.

Unethical Behaviour of Social Media Influencers: History, Practice and Future Research

This module explores the ethical challenges and questionable practices associated with social media influencers, including issues of authenticity, emotional labour, and the complexities of influencer management. Learners will gain insights into the historical context, current practices, and future research directions in influencer marketing ethics.

The Ethics of Using Social Media Influencers for Marketing Purposes

This module explores the strategies and ethical considerations involved in influencer marketing on social media platforms. Learners will examine disclosure requirements, compensation practices, and the roles of agencies in managing influencer campaigns. By the end, you will understand the impact of influencer marketing on consumer behavior and brand relationships.

Managing Incivility in Online Brand Communities

This module explores the causes and consequences of incivility within online brand communities, examining both passive and active management strategies from marketing and IT perspectives. Learners will gain insights into how different approaches impact user well-being and brand reputation, and consider practical implications for community management.