edX: Social Media Marketing

 with  Barbara Bickart

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, as well as 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.


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.
4 Student
Cost Free Online Course
Pace Upcoming
Subject Marketing
Institution Boston University
Provider edX
Language English
Hours 3-5 hours a week
Calendar 6 weeks long

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Reviews for edX's Social Media Marketing
4.0 Based on 4 reviews

  • 5 stars 75%
  • 4 star 0%
  • 3 star 0%
  • 2 star 0%
  • 1 star 25%

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  • 1
1.0 2 months ago
by Joe Narvaez partially completed this course, spending 1 hours a week on it and found the course difficulty to be very easy.
I breezed through the videos, readings and answered the questions. Most are common sense. I was really after how they convert social media metrics (like clicks or likes) into revenue. Alas, no substance here. She cited one example on how The Economist tracks users, but nothing on how to implement said tracking. She also suggests to make an equivalency to advertising dollars that you would have spent... No one is going to make business decisions with such flimsy assumptions.
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5.0 2 months ago
by Christos Roussis audited this course.
Well structured course and full of helpful information from start to end. Great discussions and assessments, based on real-like scenarios. For personal reasons I wasn't able to keep up with the deadlines, so I will be coming back when it runs again and pursue my verification. Excellent work from everyone involved in making it!
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5.0 2 months ago
Anonymous completed this course.
Great course - I learned a lot, I liked the structure and how the content was presented (mix of videos, readings, cases etc)!

It would be great to have a sequel.

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5.0 2 months ago
by Janice Vogel completed this course.
Social Media Marketing from Boston University's BU Questrom is challenging and engaging. I worked on it for more than 5 hours a week. I loved the supplemental readings and read most of them. I received a 90 A in the course. I did study for the final and received a 93 A. Prof. Barbara Bickart did a great job. Many of us were sad to see her hashtag #goodbye. Our classmates are still connecting through our Facebook, Twitter and Instagram groups.

Prof. Bickart brought in many class speakers and we were able to engage with them through social media. Stephanie Leishman and Cansu Sogut also did a great job in their comments in our discussion groups and on our assignments. I gained a lot of insight from grading classmates assignments in the audited course. In one challenge, I graded a paper in Portuguese with the help of Google translator. My classmates were from all over the world. This was a really cool class. I highly recommend it!
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