The Business of Social

Start Date: 07/05/2020

Course Type: Common Course

Course Link:

About Course

In a 2014 study of CEOs and CMOs, IBM found 63% wanted social strategies which generate business metrics while only 20% of businesses worldwide actually have them. This means strategies which not only grow your company’s social footprint but link to your sales and marketing systems. With this critical linkage, your social and mobile strategies will provide you with the ability to engage consumers at a 1-to-1 level and measure your social investments in terms of costs, revenues, profits and ROI. In this fifth MOOC of the Social Marketing Specialization - "The Business of Social" - you will learn how to transform your organization's social marketing from an untracked investment to an integral part of your company’s marketing strategy. You will learn the legal considerations involved as well as proven performance metrics and management tactics for success. Additional MOOC 5 faculty include: * Rich Gordon (Professor & Director of Digital Innovation, Medill, Northwestern) * Tom Collinger (Executive Director Spiegel Research Center and Senior Director Distance Learning, Medill Integrated Marketing Communications, Northwestern) * Seth Redmore (CMO, Lexalytics, Inc.) * Jeff Davidoff (CMO, Donuts.Domains) * Matt Krull (Business Unit Executive, IBM Security) * Frank Mulhern (Associate Dean, Department Chair, and Professor, Integrated Marketing Communications, Northwestern)

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Course Introduction

The Business of Social Through this course you will learn to recognize the most important social issues facing companies today, how to engage with customers and competitors, and how to use social effectively to grow revenue and increase profits. Through a combination of video lectures, case studies, reading assignments and discussions, you’ll learn how to diagnose, mitigate, and adapt to change. This course also provides an introduction to social entrepreneurship and an overview of what entrepreneurship is all about. By the end of this course you’ll be able to: - describe social issues in the organization you run; - engage customers and competitors in active dialogue; - use social effectively to grow revenue and increase profits; - design a strategy to engage customers and competitors in active dialogue; - use social effectively to grow revenue and increase profits; - determine your strategy and use it to take advantage of new opportunities and change the dynamic of the organization; - use social effectively to grow revenue and increase profits; - identify and respond to social challenges and engage customers and competitors in active dialogue; - use social effectively to grow revenue and increase profits; - communicate effectively in a globalized environment; - use effective negotiation tactics and strategies; - manage stress; - use a positive outlook; - appreciate the role of a client and how they approach your negotiations; - use a positive outlook; - negotiate in high-stress situations; - appreciate the role of a client and the role of

Course Tag

Social Marketing Social Media Marketing Social Media A/B Testing

Related Wiki Topic

Article Example
Social business Unlike a profit-maximizing business, the prime aim of a social business is not to maximize profits (although generating profits is desired). Furthermore, business owners are not receiving any dividend out of the business profits, if any.
Social business model While much of the change inherent in adopting the social business model is cultural, it also requires process changes enabled by social business technology. Functional requirements for a social business technology platform include:
Social business Philosophically, social business is based on what Yunus identifies as the two basic motives of human beings, selfishness and selflessness. Selfishly, people do seek profit through business; however, social business is also based on the latter motive people by performing philanthropic services, like establishing churches, mosques, synagogues, art museums, public parks, health clinics or community centers. For Yunus, the profits made through a social business's operations are less important than the beneficial effects it has on society. Muhammad Yunus has more recently founded Yunus Social Business (YSB) to study, support, and invest in young social businesses.
Social Investment Business Social Investment Business is the trading name for the Social Investment Business Foundation, Social Investment Business Limited and Futurebuilders-England Limited. Together these organisations represent the SIB Group.
Social business model In implementing the social business model, organizations apply social networking protocols and tools in a range of areas, potentially including:
Social Business Channel The SBC ("Social Business Channel") was the first thematic television channel for the economy in Greece. The station began operating in December 2005 and broadcast many programs on the market, the economy and traffic, in Greek and international markets. Originally started as a " Satellite Business Channel (Satellite Business Channel) " and later became " Social Business Channel (Social Business Channel)".
Social Business Trust Social Business Trust (SBT) is a registered UK charity established in December 2010 by Damon Buffini and social entrepreneur Adele Blakebrough MBE. The organisation provides grants and business advice to social enterprises based in the UK, in order to support the growth of selected social enterprises and help them to achieve greater social impact.
Social business On the other hand, unlike a non-profit, a social business is not dependent on donations or on private or public grants to survive and to operate, because, as any other business, it is self-sustainable. Furthermore, unlike a non-profit, where funds are spent only once on the field, funds in a social business are invested to increase and improve the business' operations on the field on an indefinite basis. Per Yunus' quote: "A charity dollar has only one life; a social business dollar can be invested over and over again."
Social business In these books, Yunus defined a social business as a business:
Yunus Social Business – Global Initiatives Founded in 2011 by Muhammad Yunus, Saskia Bruysten and Sophie Eisenmann, YSB's aim is replicate the social business model, pioneered by Prof. Yunus, across the developing world. With a focus on providing financial and business support to social businesses outside of Bangladesh, the fund focuses on financing companies that either provide income or essential products and services to the poor. Yunus Social Business acts as the international implementation arm for Prof. Yunus's Social Business concept and operates under the same principles as the Social Businesses it finances, in particular, the social business model.
The Hong Kong Council of Social Service It is a program jointly sponsored by the Hong Kong Bank Foundation and Partnership Fund for the Disadvantaged of Social Welfare Department, HKCSS-HSBC Social Enterprise Business Centre (SEBC) of the Hong Kong Council of Social Service is a new initiative to promote social entrepreneurship, advance social innovation, synergise social enterprises' resources, network social conscious business executives and make a positive social change.
The Journal of Business The Journal of Business was an academic journal published by the University of Chicago Press. It aimed to cover "a comprehensive range of areas, including business finance and investment, money and banking, marketing, security markets, business economics, accounting practices, social issues and public policy, management organization, statistics and econometrics, administration and management, international trade and finance, and personnel, industrial relations, and labor."
Social business model Organizations that fully adopt the social business model will exhibit four key characteristics:
Social business Social business was defined by Nobel Peace Prize laureate Professor Muhammad Yunus and is described in his books.
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Social business A Social business is sometimes used interchangeably or in comparison to a Social Enterprise - some have described this as a spectrum, ranging from profit-first corporations to non-profits or charities, with Social Enterprises closer to non-profits and social Businesses closer to for-profits.
Social business model Organizations that have adopted the social business model utilize social media tools and social networking behavioral standards across functional areas for communicating and engaging with external audiences, including customers, prospective customers, prospective employees, suppliers, and partners.
Social BI Social BI, or Social Business Intelligence, refers to the creation, publishing and sharing of custom business analytics reports and dashboards by end users of "Cloud" technologies.
The Business Cloud According to the company, the concept behind The Business Cloud is to connect smaller clouds relating to apps or other functional areas of a business into a single business cloud that allows self-service and other social features to customers.
Social business model Thirteen years later, authors Dion Hinchcliffe and Peter Kim added structural underpinnings to the cultural shifts outlined in "The Cluetrain Manifesto" in their book, Social Business by Design. The book details many of the ways social media tools and practices are being adopted within organizations, to support both internal employee collaboration and external customer engagement (which the authors describe as the “bigger problem”).