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Social Media Marketing

In today’s marketplace, organizations need effective, profitable social marketing strategies. In these courses, led by Medill IMC Lecturer Randy Hlavac, you’ll learn to match markets to social strategies to profitably grow your business. You’ll use social media tools and platforms to design, manage, and optimize social campaigns to promote growth and position your brand in the global digital marketplace, and you’ll develop targeted content to spark dialogue with various social communities. In the final capstone project, you’ll create and evaluate a comprehensive social marketing strategy. Each course also contains a toolkit with bonus materials – one for everyone who signs up, and a special toolkit with additional content for only those who sign up and pay to earn a course certificate.

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James Loeffler
"My work for the Social Media Marketing certificate helped me get a new job. It set me apart. I truly appreciate it."James Loeffler
Abe Assi
“#SocialMktg & #Networking are critical to my success!!! #Coursera for life :D"Abe Assi


What is Social?

The “What Is Social?" MOOC is for business owners, executives, and marketing professionals who want to significantly improve their abilities to grow their social strategy using effective, proven methodologies. This hands on, "how to" program won’t just tell you how to grow your professional persona using social – you will actually do it! This course is the first in the six-course specialization, Social Media Marketing: How to Profit in a Digital World.

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The Importance of Listening

In this second MOOC in the Social Marketing Specialization - "The Importance of Listening" - you will go deep into the "big data" of social and gain a more complete picture of what can be learned from interactions on social sites.

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Engagement & Nurture Marketing Strategies

In this third course in the Social Marketing Specialization - "The Engagement & Nurture Marketing Strategies" - you will learn two of the most effective social strategies used by organizations today. You'll see real-world best practice examples and learn what metrics they use to gauge success.

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Content, Advertising & Social IMC

Want your content to go viral? Who doesn't! It takes a thoughtful, integrated approach to make content that stands out in our increasingly oversaturated world. In this fourth course of the Social Marketing Specialization - "Content, Advertising & Social IMC" - you will learn how marketers are successfully navigating today's media landscape.

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The Business of Social

In a 2014 study of CEOs and CMOs, IBM found 63 percent wanted social strategies which generate business metrics while only 20 percent of businesses worldwide actually have them. This means social strategies can grow your company’s social footprint and link to your sales and marketing systems. In this online course, you'll learn the business of social.

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Social Media Marketing Capstone Project

Your markets are on social and you need to be there. However, your social strategy needs to be based on the business metrics which define your success. This final Capstone Project in the Social Marketing Specialization will put the methodologies, tools, and insights you have learned to the test as you create a multifaceted plan to assure effective social marketing is an integral part of your business strategy.

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