Strategic Social Media Marketing
**This course was offered on edX.org between 2017 and 2020 as part of the Digital Product Management MicroMasters® program.**
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, participants examined how organizations capitalize on social media and consumer-to-consumer interactions to support their marketing efforts. They viewed these issues from a strategic and a practical perspective, rather than a technical or platform perspective. Participants gained the knowledge they need to create engaging content for platforms such as Facebook, Instagram, Twitter, and Snapchat and to identify influencers, deliver content to a targeted audience, and measure the success of their efforts.
This course has equipped learners with the skills they need to promote their company’s products or services, or their own personal brand using social media. Additionally, learners gained an understanding of how they can use social media to achieve specific organizational objectives and measure the effectiveness of those efforts.
Course Team & Partners
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…
