date_range Débute le 17 avril 2018
event_note Se termine le 29 mai 2018
list 6 séquences
assignment Niveau : Introductif
label Marketing
chat_bubble_outline Langue : Anglais
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Les infos clés

credit_card Formation gratuite
verified_user Certification payante
timer 24 heures de cours

En résumé

Learn how to drive social media engagement by linking strategy and tactics and measuring results. Social media technologies are continuously transforming the ways consumers interact with each other and firms. These changes constitute a fundamental shift in the marketplace--consumers have greater opportunities to voice their opinions and connect with their peers as well as increased influence over marketers and brands.

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Le programme

Week 1: A Strategic Perspective on Social Media Marketing 
Introduction to social media and how it has altered the consumer decision-making process and communications paradigm. Describe the role of social media in marketing strategy and assess the tradeoffs in using social media relative to traditional communication methods. Learn how to set social media marketing objectives that are linked to business objectives.

Week 2: Leveraging Networks 
Understand the role of networks in the distribution of content, including network structure and how it affects the flow of information. Learn how to leverage online networks and communities to engage consumers in brand-related conversations. Discuss how to identify influencers and their role in distributing content.

Week 3: Creating Engaging Content 
Learn how to create social media content that attracts and retains consumers’ attention and motivates engagement and sharing. Describe the role of storytelling in a digital landscape. Understand how to evaluate and select platforms for distributing content.

Week 4: Social Media Listening and Co-Creation 
Examine how social media listening is integrated into marketing decision making. Introduction to approaches to social media listening and how to draw inferences from listening data. Learn how social media is used to facilitate open innovation and co-creation.

Week 5: Assessing Social Media ROI 
Introduction to a framework for assessing the return on investment of social media activities. Describe metrics for measuring the success of social media efforts and explore the role of analytics in linking these metrics to the bottom line. Understand the role of paid media in social media marketing.

Week 6: The Role of Social Media in the Organization 
Describe organizational approaches to managing social media and developing social media policy. Discuss how to manage specific issues in social media, including negative feedback, online reviews, and crisis management. Identify ethical conflicts and issues associate with social media marketing decisions.

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Les intervenants

Barbara Bickart

Associate Professor of Marketing and Department Chair
Boston University

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Le concepteur

Boston University
assistant

La plateforme

EdX est une plateforme d'apprentissage en ligne (dite FLOT ou MOOC). Elle héberge et met gratuitement à disposition des cours en ligne de niveau universitaire à travers le monde entier. Elle mène également des recherches sur l'apprentissage en ligne et la façon dont les utilisateurs utilisent celle-ci. Elle est à but non lucratif et la plateforme utilise un logiciel open source.

EdX a été fondée par le Massachusetts Institute of Technology et par l'université Harvard en mai 2012. En 2014, environ 50 écoles, associations et organisations internationales offrent ou projettent d'offrir des cours sur EdX. En juillet 2014, elle avait plus de 2,5 millions d'utilisateurs suivant plus de 200 cours en ligne.

Les deux universités américaines qui financent la plateforme ont investi 60 millions USD dans son développement. La plateforme France Université Numérique utilise la technologie openedX, supportée par Google.

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