lco480 | undergraduate

Social Media And The Organization

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This course will focus on the strategic implementation of social media tools as they relate to a firm's integrated marketing communication strategies. Students will learn how to effectively use social media to improve external communication, marketing and advertising by studying and analyzing websites, social media sites, and affiliate sites to determine how successful companies utilize social media to improve their communication and attract their target audience to achieve their business goals.

This undergraduate-level course is 5 To enroll, speak with an Enrollment Representative.

Course details:

Credits: 3
Continuing education units: XX
Professional development units: XX
Duration: 5

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    Establishing Social Media in an Organization

    • Evaluate brand management and program management considerations when establishing corporate social media channels.
    • Define social media and its role in an organization.
    • Identify the steps involved in aligning social media with business objectives.
    • Analyze core considerations when introducing and integrating social media in an organization.

    Integrating Social Media in the Organization

    • Identify the need for clarity of purpose and summarize the role of change management when establishing social media programs.
    • Describe the four phases of social media adoption.
    • Assess centralized versus decentralized approaches to social media management.
    • Identify the resources and skill sets required to enable successful social media programs.

    Social Media Management

    • Summarize the importance of listening before communicating out in the social media space.
    • Assess the benefits of social media as a tool for real-time market research.
    • Identify core considerations in brand management, community management, product management, reputation management, and crisis management in the social media space.

    Measurement and Return on Investment

    • Identify the importance of measurement in social media programs.
    • Summarize monitoring, measurement, analysis, and reporting.
    • Assess measurement tools and their meaning.
    • Identify financial and nonfinancial outcomes of social media.

    Analysis and Reporting

    • Identify best practices with regard to frequency, reach, and yield.
    • Evaluate approaches to social media program analysis.
    • Assess data analysis and the lateral and vertical reporting.
    • Describe performance data and its functional role in social media programs.
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    Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.