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HomeONGOINGStrategic Social Media Marketing

Strategic Social Media Marketing

Course Description

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.

In this course, part of the Digital Product Management MicroMasters program, we examine how organizations capitalize on social media and consumer-to-consumer interactions to support their marketing efforts. We view these issues from a strategic and a practical perspective, rather than a technical or platform perspective. We will give you the knowledge you need to create engaging content for platforms such as Facebook, Instagram, Twitter, and Snapchat and how to identify influencers, deliver content to a targeted audience, and measure the success of your efforts.

This course will equip learners with the skills they need to promote their company’s products or services, or their own personal brand using social media. Additionally, learners will gain an understanding of how they can use social media to achieve specific organizational objectives and measure the effectiveness of those efforts.

Click here to register

Course Instructor

Barbara Bickart

Barbara is Associate Professor of Marketing and Department Chair at the Boston University Questrom School of Business.

She holds a B.A. in Business and Psychology from Wittenberg University, an M.S. in Marketing from the University of Cincinnati, and a PhD in Marketing from the University of Illinois at Urbana Champaign.

Areas of Expertise:

  • Social media marketing
  • Marketing communication and persuasion
  • Consumer behavior

Major Works:

  • Does it Pay to Beat Around the Bush? The Case of the Obfuscating Salesperson.
  • Bickart, B., Morrin, M., & Ratneshwar, S. (2015).
  • Being a Likable Braggart: How Consumers Use Brand Mentions for Self-presentation on Social Media. Sekhon, T., Bickart, B., Trudel, R., & Fournier, S. (2015).
  • Perceived Helpfulness of Online Consumer Reviews: The Role of Message Content and Style. Bickart, B., & Schindler, R. (2012).
  • Bickart, B., & Schindler, R. (2001). Internet Forums as Influential Sources of Consumer Information. Journal of Interactive Marketing, 15(3), 31-52.

Connect:

Twitter: @babickart
LinkedIN: https://www.linkedin.com/in/barbara-bickart-85749611

Partner

edX is the education movement for restless learners. Together with our founding partners Harvard and MIT, we’ve brought together over 35 million learners, the majority of top-ranked universities in the world, and industry-leading companies onto one online learning platform that supports learners at every stage. And we’re not stopping there—as a global nonprofit, we’re relentlessly pursuing our vision of a world where every learner can access education to unlock their potential, without the barriers of cost or location.

Projects

  • COMPLETED (24)
  • ONGOING (29)

Tags

Active Learning Digital Infrastructure Global Connection Lifelong Learning Mentoring & Advising MOOC Project-Based Learning

Course Information

  • Starts:Nov 6, 2017
  • Duration:6 Weeks (Estimated 3-5 hours per week)
  • Register Here

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