Want your content to go viral? Who doesn't! It takes a thoughtful, integrated approach to make content that stands out in our increasingly oversaturated world. In this fourth course of the Social Marketing Specialization - "Content, Advertising & Social IMC" - you will learn how marketers are successfully navigating today's media landscape. You will learn why developing engaging content for your audience is an essential component in effective social marketing. A panel of experts will unlock the paid/owned/earned media riddle and replace it with an integrated who/what/where approach that utilizes platform-specific messaging to grow your market share. This course also includes an overview of the integrated marketing communications strategy for social and how it is being deployed around the globe, as well as gamification tips to keep your audiences coming back for more. In addition, you will learn the secrets to advertising on Facebook and other social sites.
Content, Advertising & Social IMC
This course is part of Social Media Marketing Specialization
Instructor: Randy Hlavac
71,261 already enrolled
Included with 
(1,104 reviews)
Skills you'll gain
Details to know
Add to your LinkedIn profile
See how employees at top companies are mastering in-demand skills
Build your subject-matter expertise
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
- Earn a shareable career certificate
There are 4 modules in this course
In this module, you will learn why content is an important component in social marketing. A panel of experts will debunk the paid/owned/earned media riddle and replace it with an integrated who/what/where approach.
What's included
2 videos8 readings1 assignment
In this module, you will learn how to develop platform-specific advertising messages to grow your market share.
What's included
9 videos1 assignment
In this module, you will learn an overview of the social integrated marketing communications strategy and how it is deployed. You will also learn tips to get your content to go viral and how to keep an audience coming back with gamification.
What's included
15 videos4 readings1 assignment1 peer review
In this module, you will learn how to develop and measure KPIs - Key Performance Indicators - for your social marketing programs.
What's included
4 videos2 readings1 assignment
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.
Instructor
Offered by
Explore more from Marketing
Status: Free TrialDigital Marketing Institute
Status: Free TrialNorthwestern University
Status: Free TrialUniversity of Maryland, College Park
Status: Free Trial
Why people choose Coursera for their career
Learner reviews
1,104 reviews
- 5 stars
78.98%
- 4 stars
16.21%
- 3 stars
3.53%
- 2 stars
0.63%
- 1 star
0.63%
Showing 3 of 1104
Reviewed on Dec 1, 2016
The course is insightful and teaches real-world application of some social media strategies. However, it is not enough by itself; the specialization as a whole will be useful.
Reviewed on Sep 12, 2020
I learnt a lot about Content, Advertising & Social IMC. I really enjoyed the course. Thank you to all Speakers & professors for sharing videos and reading .
Reviewed on Feb 16, 2017
This Course is excellent and especially Prof Randy had put in a lot of effort to give this amazing series of Mooc on Social marketing. I highly recommend these Moocs
Open new doors with Coursera Plus
Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy
Frequently asked questions
To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
More questions
Financial aid available,
¹ Some assignments in this course are AI-graded. For these assignments, your data will be used in accordance with Coursera's Privacy Notice.
