MOOC: Social Media Marketing

MOOC: Social Media Marketing

Saturday 09 December 2017
10:30 AM - 12:30 PM
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@america Pacific Place
Jakarta, Indonesia
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Social media plays a big part in our lives and endeavors. Find out how linking your marketing strategies and tactics to user measured feedback will allow you to target your social media engagement.

Week 4: Using Social Media to Measure and Monitor


Social media technologies are continuously transforming the way consumers interact with each other and businesses. 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 increase influence over marketers and brands.
In this 5 weeks course, you will study a strategic and practical perspective on how organizations capitalize on social media and consumer-to-consumer interactions to support their marketing efforts as well as create engaging content for Facebook, Instagram, Twitter, and Snapchat. All of this is done in an effort to identify influencers, deliver content to a targeted audience, and measure the success of your efforts.
Week 1:  The Role of Social Media in Marketing Strategy
An introduction to social media and how it has altered the consumer decision-making process and communications paradigm. This week will articulate the role of social media in marketing strategy and assess the tradeoffs in using social media relative to traditional communication methods.  
Week 2:  Engineering Consumer-to-Consumer Interaction
Week 2 will examine how marketers can use our understanding of social psychology and social influence to encourage consumer-to-consumer sharing. The instructor will identify the fundamental characteristics of platforms and help participants understand the marketing goals enabled by these platforms. Learn how to create content that capitalizes on these factors.
Week 3:  Leveraging Networks to Distribute Content
Week 3 will focus on understanding the role of networks in the distribution of content: including network structure and how it affects the flow of information. Discussions will be centered on how to identify influencers and their role in distributing content as well as understanding how to use technology to deliver content to a targeted group of consum
Week 4:  Using Social Media to Measure and Monitor
Week 4 will examine how social media listening is integrated into marketing decision making.  There will also be an introduction to approaches to social media listening and how to draw inferences from listening data.
Week 5:  Assessing Social Media ROI & Implementing Social Media
- This week will feature two subjects, specifically an introduction to a framework for assessing the ROI of social media activities. Additional attention will be focused on describing metrics for measuring the success of social media efforts and explore the role of analytics in linking these metrics to the bottom line.
-The second subject will engage the audience on how to manage specific issues in social media, including: negative feedback, online reviews, and crisis management. The instructor will delve into describing organizational approaches to managing social media and developing social media policy
This is a six unit series that will run for 5 weeks at @america on Saturday, November 18 and 25, as well as December 2, 9, and 16, from 10:30 am - 12:30 pm. Participants must register with edX and @america. Participants will receive a certificate of completion if they attend a minimum of 4 sessions. This online edX course is offered in partnership with the U.S. Department of State and Boston University. More information about this course can be found here.  

Due to the popularity of this event, registration is closed. If you would like to view the event online, please click here.
  • Sign-in opens at 10:00 am. on all days of the course.
  • Priority will be given to those who have pre-registered.
  • Participants who pre-register must arrive at least 15 minutes before the start of the program to be guaranteed a seat.
  • Participants who arrive 30 minutes after the class starts will not be counted in the attendance.
  • Walk-ins will be asked to sign-up and queue and will be allowed to enter at the discretion of @america