Social Media as a Marketing Tool in Business Communication

University of Colorado Boulder via Coursera Specialization

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Details

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Provider

Coursera Specialization
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Duration & workload

4 weeks, 10 hours a week

Found in

Overview

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This Specialization focuses on using social media as a marketing tool in business communication and development. Learners will be oriented to the social media environment and encouraged to consider the role of these platforms in society and in business strategy. We discuss the elements of persuasion and consider the different stakeholders of a business and their needs or desires. Understanding how to craft messages for specific audiences and how to use social media channels to activate these audiences will further success online. Learners will also understand research and planning in social media, and will identify engagement strategies to connect with key stakeholders. Different social media planning tools are considered, like the content calendar and social media listening. Learners will understand how to execute and evaluate a social media plan for business. Learners will end the Specialization with a social media plan for a business.

Syllabus

Course 1: The Social Media Landscape
Course 2: Strategic Planning for Social Media
Course 3: Execution and Evaluation

Courses

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9 hours 25 minutes
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By completing this course, you will master the skills needed to execute effective social media planning, analyze data to gauge its impact, and evaluate and revise your strategies for optimal performance. This course will guide you through implementing a comprehensive social media plan and evaluating its success using various tools to gather consumer data. You will learn to develop targeted, effective social media strategies that align with your business goals. You will create and refine a social media plan tailored to your business, leveraging research and consumer insights to generate buzz and engage your audience. The course covers marketing communications through paid, earned, shared, and owned media, providing you with a holistic approach to social media marketing. You will receive feedback on your plan, allowing you to make necessary revisions before implementation. What makes this course unique is its practical approach, offering hands-on experience and real-world applications. By the end of the course, you will understand how your social media efforts fit into your company's broader vision and business objectives, ensuring your strategies drive meaningful results.
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7 hours 16 minutes
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By completing this course, you will gain a comprehensive understanding of how to plan and execute a successful social media strategy. You will learn to apply strategic thinking to your social media efforts, ensuring that your messaging resonates with your target audience and aligns with your company's broader business goals. This course will enable you to analyze the impact of your strategic messaging on key stakeholders and evaluate engagement to determine the next steps. What makes this course unique is its holistic approach to social media planning. You will explore the nuances of paid, earned, shared, and owned media, and learn how to leverage each type in your strategic planning. The course also delves into relationship-building strategies for audience development, helping you create content that fosters loyalty and word-of-mouth among your target audience. Additionally, you will understand the importance of visual communication and how to create an aesthetic brand image. By the end of the course, you will be equipped with the skills to plan content pillars that highlight your company's mission and core values, and to evaluate and adjust your social media content for optimal performance. This course is designed to provide you with the tools and knowledge to excel in the ever-evolving landscape of social media.
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9 hours 53 minutes
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By completing The Social Media Landscape course, you will gain a comprehensive understanding of social media's pivotal role in society and its power in persuasive communication within the business context. This course uniquely combines theoretical insights with practical applications, ensuring you can effectively navigate and leverage various social media channels. You will learn to define social media and its strategic use in brand communication, exploring the different types of media—paid, earned, shared, and owned—and their contributions to brand messaging. Through case studies, you will examine how successful brands develop their voice and identity, coordinate messaging strategies, and manage responsibility and liability in social media communication. Additionally, you will delve into word-of-mouth communication, user-generated content, and the importance of persuasion in marketing. You will identify organizational stakeholders and discover opportunities for engagement across different social media platforms. Understanding demographics and audience segmentation will enable you to craft messages that resonate with target audiences and drive desired behaviors. This course stands out by offering a blend of academic knowledge and real-world examples, preparing you to excel in the dynamic field of social media marketing.