Course Contents:
Part 1: Introduction to Social Media Marketing
- Introduction: A Strategic Perspective on Social Media Marketing
- What is Social Media Marketing?
- Social Media and the Marketing Paradigm
- Setting Social Media Marketing Objectives
Part 2: Leveraging Networks
- Introduction to Networks
- What Are Networks?
- Leveraging Online Networks and Communities
- dentifying and Leveraging Influencers
Part 3: Creating Engaging Content
- Introduction
- Attracting Attention to Content
- Retaining Attention to Content
- Motivating Action
- Linking Content to Platforms
Part 4: Social Media Listening and Co-creation
- Introduction
- Using Social Media to Learn About Consumers
- Social Media Listening in the Organization
- Using Social Media for Co-creation
Part 5: Assessing Social Media ROI
- Introduction
- Breaking Down Social Media ROI
- Evaluating Social Media ROI
- The Role of Paid Media
Part 6: The Role of Social Media in the Organization
- Introduction
- Managing Social Media Marketing
- Specific Issues in Managing Social Media Marketing
- Ethics in Social Media Marketing
