Social Media as a Marketing Tool in Business Communication

This Specialization focuses on using social media as a marketing tool in business communication and development. Learners will be oriented to the social media environment and encouraged to consider the role of these platforms in society and in business strategy. We discuss the elements of persuasion and consider the different stakeholders of a business and their needs or desires. Understanding how to craft messages for specific audiences and how to use social media channels to activate these audiences will further success online. Learners will also understand research and planning in social media, and will identify engagement strategies to connect with key stakeholders. Different social media planning tools are considered, like the content calendar and social media listening. Learners will understand how to execute and evaluate a social media plan for business. Learners will end the Specialization with a social media plan for a business

• Examine social media's impact on society and business communication
• Apply strategic planning for social media implementation
• Evaluate social media outcomes on business communication goals
• Create and execute an effective social media plan

• Basic familiarity with topic terminology
• Willingness to engage in applied exercises or case studies