Social media is no longer a buzzword; it is how business is conducted today. As the number of social platforms increases, there is a greater need to establish an internal and external business strategy, policy and culture to keep pace and build a competitive advantage. Given the expansive selection of social platforms—from Facebook, Twitter, YouTube, and LinkedIn to Instagram, Pinterest, Foursquare, and Blogs—firms and individuals are struggling to make sense of it all.
This nine-module certificate program, taught by a team of top industry experts, will connect business objectives with social media strategy, platforms and tactics. Through case studies, interactive sessions, and class exercises, participants will learn about the latest research and best practices in the industry. Topics to be covered include constructing a strategy, leveraging listening channels, crises and landmines, content development, measurement and ROI, social media platforms, mobile opportunities, engaging influencers and change management.
In this spirit of transformation, we have incorporated cutting-edge digital technology into our teaching approach for this program: supplying all participants with their own Apple® iPad™ and leveraging a proprietary mobile application to deliver the course content.
This convenient, virtual program is designed for executives or teams of professionals working in marketing, advertising, branding, communications, or sales. It is also appropriate for individuals seeking to employ social media to further their individual careers.
This online Mini-MBA™ certificate program helps participants design, manage, and track social media campaigns. It provides the theory behind social media and explores the levers that influence its effectiveness. Participants will gain practical skills and learn the latest technical tools through online exercises and hands-on projects.
Key topics include:
The Rutgers Mini-MBA: Social Media Marketing certificate features an innovative learning environment that delivers course content on a program-supplied Apple iPad.
How to Architect a Social Media Marketing Strategy Blueprint for Your Business
The world is racing to keep up with social technology. To gain a competitive advantage, marketers need to think big, but plan in stages. After all, you wouldn’t build a house without a blueprint—so why jump into social media marketing without a strategy? Participants in this module will learn to apply an actionable 12-step social media marketing process designed to better connect with audiences, deepen relationships and drive profits.
Moving beyond traditional outbound marketing approaches, this course will demonstrate how inbound marketing strategies earn consumer interest by humanizing your brand. The module will also touch on the rise of the social business and provide interactive work sessions designed to help you develop your process-driven blueprint using a case for a leading Internet marketer.
Listening Channels in Social Media
Social media usage is exploding. All the cool kids are doing it. But how do you keep up with what people are saying about your brand? How do you know if they are positive or negative? Or how the conversation is trending? And how do you pull that off in every country around the world? To answer those questions, and many more, you need a social media listening program. You could start with a basic tool, such as Google Alerts, but many businesses find that they need more.
You will learn:
The class contains several interactive exercise that allow students to experiment with several social media listening tools and develop their own conclusions about how well they work and how they can be used within their own businesses.
Crises, Landmines, Privacy, and Security
Social media offers new ways to engage with your customers, promote your brand, and market your product. It also offers a multitude of new ways to offend customers, to have your brand jammed, to have your product #bashtagged and your messaging derailed. On social media, everyone becomes a publisher, and faces a publisher’s perils, including fair use, defamation and invasion of privacy -- should you play too fast and loose with customers’ information.
You will learn:
Social Media Content, Power and Influence
This is a unique and fast-paced exploration of the surprising new sources of consumer and brand influence, a deep dive into the special importance of blogging, and a practical exploration of Twitter.
You will learn:
Measuring & Tracking Social Media ROI
“How do I measure social media ROI?” is the #1 question people ask to understand how social media builds business, according to Social Media Examiner. But do Friends, Followers, Likes and Re-Tweet build brands that not only stand out on social media but generate sales and profitability?
This module identifies the measurements, tracking and analytic tools (many widely available for everyone on “open source” platforms) to prove return on investment of social media on your business. Best practices, case studies across B2B and B2C brands that have integrated social media into their business plan are discussed. There are team-based exercises to determine the Key Performance Indicators (KPI’s) that are right for your business. You’ll leave with an understanding of the principles plus the work plan to measure and prove ROI of social media for your brand.
Social Platforms and Business Strategy
Successful social media marketing requires a deep understanding in how consumers and businesses use each of the major social networking websites. Each social media platform provides different functionality and limitations, and thus understanding effective tactics to ensure your business maximizes the potential that each website holds are essential to help in the effective implementation of your social media marketing strategy. This course will look at the, as of now, most important social media platforms of Facebook, Twitter, LinkedIn, WordPress/Blogging, YouTube, Google Plus, and Pinterest and will focus on:
Mobile Social Media Marketing
More than 1 billion people around the world are using mobile social media to share their thoughts, opinions, memories, and even purchase behavior. Even with the rapidly increasing time spent using mobile social services, it can be challenging to reach this audience given how marketing offerings generally aren’t fully developed.
This session will focus on:
Engaging Influencers Through Social Media
Advanced practitioners of social media marketing understand that engaging influencers through social media is a strategic initiative. They also know that influencer engagement is a two-way relationship where both parties need to see the value for it to work. But calculating the return on marketing investment for influencer outreach campaigns is the key measurement challenge that even the leading pioneers in the field are still trying to overcome. This module will provide participants with insights from the frontier of social media marketing on the practice of influencer discovery, engagement, and measurement.
You will learn:
Change Management: Understanding and winning the organization for Social Media
This module addresses a key challenge of program participants when return back to their organizations. Often their newly learned skills and insights are not accepted by the traditional organization and decision makers who didn’t share the learning experience. In this module we will focus on arming the participants with best practices and tool to implement more of their learning faster and broader with less resistance and potentially frustrations.
Topic to be covered in this module with lecture and interactive exercises: