Coursera: Social Media in Public Relations

Have you ever wondered why some videos go viral while others flop or how some companies have successfully leveraged Facebook and Twitter to reach out to their customers and clients? How are some companies able to effectively navigate the world of social media and build thriving online communities while others flounder, crash and burn? These questions along with many others concerning the use of, management and effects of social media in today's world will be covered in this course.

Embark on a journey into the realm of social media in public relations and explore the dynamics and management of social media and how it has changed public relations. We will examine the impact of digital influence, the relationship between traditional and social media as well as some of the pitfalls in the use of social media. You will also learn how to cultivate and manage relationships in social media, engage the online community, and plan and manage online content. We will also take a look at some ways of to measure and evaluate social media campaigns.

Come, join me in this course and take the first step towards an exciting and rewarding career in social media.


Introduction to Social Media in Public Relations
Welcome! In this module, you will get a brief overview of the social media landscape and where and how social media fits into business environment as well as some social media trends. We will then look at the relationship between traditional and social media, in particular, the roles that engagement, interactivity and participation play in public relations. We will end this segment by looking at how social media can be applied in a particular context – that of crisis communication.

Using Social Media for Engagement and Relationship Management
In the first module, you were introduced to the concepts of interactivity and participation. Now you will learn more about how social media allows you to harness this interactivity and propensity for participation for engagement and relationship management. Some of the topics that we will explore include how to create and engage your audience, how to build relationships and communities and how to take advantage of real time marketing.

Content Creation and Management
In this third module, we will talk about content creation and management. Here we look at the different forms of content and what makes content go viral. We will also explore the changing nature of media relations as well as how to harness the power of crowdsourcing and the sharing economy.

Research and Evaluation
It is vital as we conduct our social media activities that we know what worked well and what did not, as well as what needs to be changed and improved. This brings us to the last module in which we will discuss the different ways that we can evaluate and measure our social media efforts and the factors that we need to be aware of when doing social media evaluations.

1 Student
Cost Free Online Course (Audit)
Pace Upcoming
Subject Marketing
Provider Coursera
Language English
Certificates Paid Certificate Available
Calendar 4 weeks long
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