Social Media Marketing Specialization

Start Date: 07/12/2020

Course Type: Specialization Course

Course Link: https://www.coursera.org/specializations/social-media-marketing

About Course

In a 2018 survey of businesses, Buffer found that only 29% had effective social media marketing programs. A recent survey of consumers by Tomoson found 92% of consumers trust recommendations from other people over brand content, 70% found consumer reviews to be their second most trusted source, 47% read blogs developed by influencers and experts to discover new trends and new ideas and 35% used blogs to discover new products and services. Also, 20% of women who used social considered products promoted by bloggers they knew. Today, businesses and consumers use social media to make their purchase decisions. Created in 2014, this Specialization is updated every quarter to ensure you are receiving the most up-to-date training. The Social Media Marketing Specialization is designed to achieve two objectives. It gives you the social analytics tools, and training to help you become an influencer on social media. The course also gives you the knowledge and resources to build a complete social media marketing strategy – from consumer insights to final justification metrics. In each course, you will also receive special toolkits with timely information & when you pay for the Capstone, you receive a market planning toolkit. Each of the individual courses can be audited for free. To see more, visit each course: 1-What is Social?, 2-The Importance of Listening, 3-Engagement & Nurture Marketing Strategies, 4-Content, Advertising & Social IMC, 5-The Business of Social.

Course Syllabus

What is Social?
The Importance of Listening
Engagement & Nurture Marketing Strategies
Content, Advertising & Social IMC

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Course Introduction

Manage Your Social Strategies. Expand your online audience and establish your social brand in five courses. Social Media Marketing Specialization Learners will create an immediate impact through social media marketing. Through this course you will be able to accelerate the process of social media marketing by using the right tools and techniques. This is the final specialization for the Social Media Marketing Specialization. To earn a Course Certificate, you must successfully pass the other specialization and complete the "Social Media Marketing for Managers" specialization. This specialization is designed to help you leverage the full potential of social media by understanding the unique needs of your organization, client or investor. You’ll understand the different social media channels, platforms and strategies, and how to use them to gain maximum visibility and influence. You’ll also understand the different communication methods and protocols for a client or investor to reach their desired audience, including formal presentations, in-person meetings, online discussions, and social media. By the end of this Specialization, you’ll be able to: - Accelerate your social media marketing strategy by leveraging influencers and network - Leverage your network of social influencers to reach your target audience - Leverage your in-person meetings and online discussions to reach your desired audience - Use proper communication methods with your client or investor to reach their desired audience. This course is the final course in the Social Media Marketing Specialization. To earn a Course Certificate, you must successfully pass the "Social Media Marketing for Managers" specialization. Final Exam Structure

Course Tag

Social Marketing Social Media Marketing Social Media A/B Testing

Related Wiki Topic

Article Example
Social media marketing There are two basic strategies for engaging the social media as marketing tools:
Social media marketing Social media marketing is the use of social media platforms and websites to promote a product or service. Most of these social media platforms have their own built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of the implementation of a marketing campaign, governance, setting the scope (e.g. more active or passive use) and the establishment of a firm's desired social media "culture" and "tone". To use social media effectively, firms should learn to allow customers and Internet users to post user-generated content (e.g., online comments, product reviews, etc.), also known as "earned media", rather than use marketer-prepared advertising copy. While social media marketing is often associated with companies, as of 2016, a range of not-for-profit organizations and government organizations are engaging in social media marketing of their programs or services.
Social media marketing In 2014, over 80% of business executives identified social media as an integral part of their business. Business retailers have seen 133% increases in their revenues from social media marketing.
Social media marketing As the social media world continues to grow, so does the need to reach customers on social networks. 70% of the U.S. Population has some form of social media profile, and by 2018 that number is projected to be 2.8 Billion. Small businesses can benefit from social media marketing, due to its little to no start up costs which can decrease marketing costs, giving a personality to their brand, increased brand recognition, and higher conversion rates. Engaging customers in the 21st century is now only a click away.
Social media marketing The end goal of any marketing effort is to generate sales. Although social media is a useful marketing tool, it is often difficult to quantify to what extent it is contributing to profit. ROI can be measured by comparing marketing analytic value to contact database or CRM and connect marketing efforts directly to sales activity.
Social marketing In 2006, Jupitermedia announced its "Social Marketing" service, with which it aims to enable website owners to profit from social media. Despite protests from the social marketing communities over the perceived hijacking of the term, Jupiter stuck with the name. However, Jupiter's approach is more correctly (and commonly) referred to as social media optimization.
Social media analytics social media marketing is like every other marketing campaign: It's a process that needs to be monitored and managed. The difference is that the social media marketing process is iterative and can change and adapt more quickly than traditional marketing campaigns. Being this adaptive requires platforms that help marketing professionals properly design, initiate, and manage social media marketing campaigns as well as perform the social media analytics that allow for deep customer understanding and monitoring for the effectiveness of these campaigns.
Social pull marketing Social Pull Marketing is the adaptation of the traditional Push–pull strategy marketing concepts to Social Media Websites. It utilizes the traditional Pull concept for a new way of Social Media Marketing. To get a basic understanding of what Social Pull Marketing is, just think of people friending you rather than you friending people.
Social media marketing This involves tracking the volume of visits, leads, and customers to a website from the individual social channel. Google Analytics is a free tool that shows the behavior and other information, such as demographics and device type used, of website visitors from social networks. This and other commercial offers can aid marketers in choosing the most effective social networks and social media marketing activities.
Social media marketing One of the main purposes of employing social media in marketing is as a communications tool that makes the companies accessible to those interested in their product and makes them visible to those who have no knowledge of their products. These companies use social media to create buzz, and learn from and target customers. It's the only form of marketing that can finger consumers at each and every stage of the consumer decision journey. Marketing through social media has other benefits as well. Of the top 10 factors that correlate with a strong Google organic search, seven are social media dependent. This means that if brands are less or non-active on social media, they tend to show up less on Google searches. While platforms such as Twitter, Facebook, and Google+ have a larger amount of monthly users, the visual media sharing based mobile platforms, however, garner a higher interaction rate in comparison and have registered the fastest growth and have changed the ways in which consumers engage with brand content. Instagram has an interaction rate of 1.46% with an average of 130 million users monthly as opposed to Twitter which has a .03% interaction rate with an average of 210 million monthly users. Unlike traditional media that are often cost-prohibitive to many companies, a social media strategy does not require astronomical budgeting.
Social media marketing While traditional media, like newspapers and television advertising, are largely overshadowed by the rise of social media marketing, there is still a place for traditional marketing. For example, with newspapers, readership over the years has shown a decline. However, readership with newspapers is still fiercely loyal to print-only media. 51% of newspaper readers only read the newspaper in it's print form, making well-placed ads valuable.
Social media marketing To integrate social networks into their marketing strategies, companies have to develop a marketing model. In a marketing model (SNeM2S) based on social networks is provided. The model includes the following steps:
Social media marketing In the context of the social web, engagement means that customers and stakeholders, such as consumer advocacy groups and groups that criticize companies (e.g., lobby groups or advocacy organizations) are active participants rather than passive viewers. Social media use in a business or political context allows all consumers/citizens to express and share an opinion about a company's products, services or business practices, or a government's actioins. Each participating customer or non-customer (or citizen) who is participating online via social media becomes part of the marketing department (or a challenge to the marketing effort), as other customers read their positive or negative comments or reviews. Getting consumers and potential consumers (or citizens) to be engaged online is fundamental to successful social media marketing. With the advent of social media marketing, it has become increasingly important to gain customer interest in products and services, which can eventually be translated into buying behavior (or voting or donating behavior in a political context). New online marketing concepts of engagement and loyalty have emerged which aim to build customer participation and brand reputation.
Social media marketing The platform of social media is another channel or site that business' and brands must seek to influence the content of. In contrast with pre-Internet marketing, such as TV ads and newspaper ads, in which the marketer controlled all aspects of the ad, with social media, users are free to post comments right below an online ad or an online post by a company about its product. Companies are increasing using their social media strategy as part of their traditional marketing effort using magazines, newspapers, radio advertisements, television advertisements. Since in the 2010s, media consumers are often using multiple platforms at the same time (e.g., surfing the Internet on a tablet while watching a streaming TV show), marketing content needs to be consistent across all platforms, whether traditional or new media. Heath (2006) wrote about the extent of attention businesses should give to their social media sites. It is about finding a balance between frequently posting but not over posting. There is a lot more attention to be paid towards social media sites because people need updates to gain brand recognition. Therefore, a lot more content is need and this can often be unplanned content.
Social Media Examiner In 2013, 3,000 marketers participated in Social Media Examiner’s study of how marketers and businesses are using social media. The report has been cited in "Entrepreneur" and "Inc. magazine". Social Media Examiner hosts the Social Media Marketing World conference.
Social marketing Social marketing should not be confused with the societal marketing concept which was a forerunner of sustainable marketing in integrating issues of social responsibility into commercial marketing strategies. In contrast to that, social marketing uses commercial marketing theories, tools and techniques to social issues.
Social marketing Increasingly, social marketing is being described as having "two parents"—a "social parent", including social science and social policy approaches, and a "marketing parent", including commercial and public sector marketing approaches. Recent years have also witnessed a broader focus in social marketing beyond the influences on and changing individual behaviour, to socio-cultural and structural influences on social issues. Consequently, social marketing scholars are beginning to advocate for a broader definition of social marketing, beyond behavioural change, which is equally concerned with the effects (efficiency and effectiveness) and the process (equity, fairness and sustainability) of social marketing programs.
Social marketing Social marketing uses the benefits of doing social good to secure and maintain customer engagement. In social marketing the distinguishing feature is therefore its "primary focus on social good, and it is not a secondary outcome. Not all public sector and not-for-profit marketing is social marketing.
Social marketing In recent years there has been an important development to distinguish between "strategic social marketing" and "operational social marketing".
Drip marketing Social media. The principles of drip marketing have been applied in many social media marketing tools to schedule a series of updates.