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Social media is crucial for today's communicators and marketers to understand. Beyond partnership opportunities, marketers are now able to engage in authentic conversations with their prospects. Explore building strategic opportunities across a variety of social media channels that allow marketers to engage in authentic conversation with prospective clients and current consumers. Investigate the role of social networking channels as valuable marketing spaces through a combination of theoretical grounding, practical application, and especially, strategic thinking and management. Learn how best to interact with customers through user-generated platforms, to align social media with business objectives and overall communication strategies, and to incorporate social media within various departmental functions across organizations.
