The adoption of social media by organizations large and small has been rapid and many are playing catch up to quickly learn the best ways to incorporate it into their business. For some companies, this has resulted in a disconnect between their social brand and their overarching brand and in some cases, a huge investment of time and resources with very few tangible results. To minimize wasted effort, time and data, it’s essential to spend the time developing a comprehensive and unified social media strategy that complements your existing marketing and organizational goals and objectives.

This course teaches students about setting Social Goals, Objectives, KPIs, and Tactics, laying out timing and key dates, budgeting, defining brand persona and voice for social channels, incorporating content marketing into a social context, social media governance and crisis management, and measuring ROI.