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Gain a comprehensive understanding of social media marketing and learn how to engage in authentic conversations with consumers on social platforms. This intensive program takes a holistic view of social media marketing--one in which participants examine the best practices of brands that are capitalizing on this digital trend, how social media works, how to use the medium to achieve objectives, and how to focus on a strategy that works and contributes favorably to the bottom line. Students learn how to create a brand presence on social networks; how to understand the pros and cons of using social media; how to determine the right platform to enhance a brand's message; how to develop and evaluate a social media marketing strategy and plan that covers earned and paid media; how understand the nuances of being an active user and listener; and how to use monitoring and social media analytical tools. Guest speakers demonstrate how to exchange ideas through outlets that feel organic and personal and help marketers develop an effective social media marketing plan that looks to the future.
