Strategic Social Media Marketing

Course Fee1R 2,887.00R 2,887.00R 0.00 (0%)
Total amountR 2,887.00


Learn how to drive social media engagement by linking strategy and tactics and measuring results.

Social media technologies are continuously transforming the ways consumers interact with each other and firms. These changes constitute a fundamental shift in the marketplace - consumers have greater opportunities to voice their opinions and connect with their peers as well as increased influence over marketers and brands.

In this course, part of the Digital Product Management MicroMasters® programme offered through the edX®platform, we examine how organisations capitalise on social media and consumer-to-consumer interactions to support their marketing efforts. We view these issues from a strategic and a practical perspective, rather than a technical or platform perspective. We will give you the knowledge you need to create engaging content for platforms such as Facebook, Instagram, Twitter, and Snapchat, as well as how to identify influencers, deliver content to a targeted audience, and measure the success of your efforts.

Understanding social media is crucial for product managers who will be operating in a digital environment. Product managers will learn how to use social media conversations to inform their decision-making and how to leverage social media to promote their products, services and the brand. Additionally, learners will gain an understanding of how social media can be used to achieve specific organisational objectives and to measure the effectiveness of those efforts.

Associated Programmes:
MicroMasters® Programme: Digital Product Management

The Digital Product Management MicroMasters® Programme from Boston University includes the following courses:

Product Management with Lean, Agile and System Design Thinking
Learn how to plan, develop and deliver on all aspects of work in the lifecycle of digital products using lean, agile and systems design thinking.
View the course

Strategic Social Media Marketing
Learn how to drive social media engagement by linking strategy and tactics and measuring results.
View the course

Driving Digital Innovation through Experimentation
Learn how to apply principles of experimentation at the technical, organisational and strategic levels of your business to drive digital innovation.
View the course

Platform Strategy for Business
Learn how you can design, launch, monetise and compete in a networked platform market.
View the course

Business Analytics for Data-Driven Decision Making
Learn how to lead your firm to make better business decisions using analytic methods and create competitive advantages from data.
View the course


  • Understanding of undergraduate level marketing concepts, including segmentation, positioning, targeting, four P’s
  • Statistical concepts, including regression analysis

edX® and MicroMasters® are registered trademarks of edX® Inc. All Rights Reserved.

  • Programme duration
    6 weeks
  • Estimated effort
    4 to 6 hours per week
  • Fee
  • Institution
  • Language
Start Dates
  • How to develop a social media marketing strategy
  • How to develop and deliver content that engages consumers and is strategically integrated across platforms
  • How to measure the effectiveness of social efforts
  • How social media can be used to listen to consumers, monitor their behaviour, and engage them in co-creation of products and services
  • How to manage social media

Week 1: A Strategic Perspective on Social Media Marketing
Introduction to social media and how it has altered the consumer decision-making process and communications paradigm. Describe the role of social media in marketing strategy and assess the trade-offs in using social media relative to traditional communication methods. Learn a framework for developing social media marketing strategy.

Week 2: Leveraging Networks to Meet Objectives
Understand the role of networks in the distribution of content, including network structure and how it affects the flow of information. Discuss how to identify influencers and their role in distributing content. Understand how to use digital technology to deliver content to a targeted group of consumers.

Week 3: Creating Engaging Content
Learn how to create content that captures and maintains attention and encourages actions. Use storytelling to engage an audience across digital platforms. Identify the fundamental characteristics of platforms and understand the marketing goals enabled by these platforms.

Week 4: Social Media Listening and Co-Creation
Examine how social media listening is integrated into marketing decision making. Introduction to approaches to social media listening and how to draw inferences from listening data. How to use social media in the product/service design process.

Week 5: Assessing Social Media ROI
Introduction to a framework for assessing the ROI of social media activities. Describe metrics for measuring the success of social media efforts and explore the role of analytics in linking these metrics to the bottom line. Describe how paid media is used in social media marketing.

Week 6: The Role of Social Media in the Organisation
Discuss how to manage specific issues in social media, including negative feedback, online reviews, and crisis management. Describe organisational approaches to managing social media and developing social media policy. Discuss ethical issues in social media marketing.

Meet Student Advisors

Arlene Lanser

Pearson Student Advisor

Meet our Faculty

Barbara Bickart

Associate Professor of Marketing and Department Chair - Boston University