By completing The Social Media Landscape course, you will gain a comprehensive understanding of social media's pivotal role in society and its power in persuasive communication within the business context. This course uniquely combines theoretical insights with practical applications, ensuring you can effectively navigate and leverage various social media channels.
The Social Media Landscape
The Social Media Landscape
This course is part of Social Media as a Marketing Tool in Business Communication Specialization
Instructor: Erin Willis
Included with 
Gain insight into a topic and learn the fundamentals.
Intermediate level
Recommended experience
9 hours to complete
3 weeks at 3 hours a week
Flexible schedule
Learn at your own pace
What you'll learn
Explain the significance of social media within society.
Analyze social media and persuasive communication in a business context.
Identify the need for different social media channels, considering audience segmentation and message strategy.
Skills you'll gain
- Social Media
- Brand Strategy
- Social Media Marketing
- Influencing
- Consumer Behaviour
- Law, Regulation, and Compliance
- Persuasive Communication
- Integrated Marketing Communications
- Marketing Communications
- Customer Insights
- Target Audience
- Communication
- Brand Management
- Stakeholder Engagement
- Social Media Strategy
- Media Strategy
- Content Marketing
- Advertising
Details to know
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Add to your LinkedIn profile
Recently updated!
April 2025
Assessments
2 assignments
Taught in English
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This course is part of the Social Media as a Marketing Tool in Business Communication Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 3 modules in this course
You will define social media and its use in persuasion and strategic communication practices. The different types of media - paid, earned, shared, and owned - are defined and their contribution to brand communication discussed. You will explore brands, including the mission and core values, developing the brand voice and identity, and coordinating messaging strategies. Different case studies will be examined and how other brands use social media. Lastly, this module touches on responsibility and liability in brand communication on social media.
What's included
16 videos10 readings1 assignment
You will define word-of-mouth communication on social media. You will be able to define persuasion and understand why it is important to marketing communication. User-generated content will be examined and its role in the decision-making process. You will also define organizational stakeholders and identify opportunities for engagement on social media. Every generation uses social media differently and has unique expectations of the platforms; you will understand how to craft messages that connect with target audiences.
What's included
13 videos8 readings1 assignment
You will understand demographics and segmentation in marketing communications. The differences in social media platforms will be discussed, and how different audiences used the platform affordances differently. You will understand how to conduct research and glean insight to better understand consumer behaviors. Knowing the audience will ensure that social media messaging resonates with them, and activates behavior.
What's included
14 videos8 readings1 peer review
Instructor
Offered by
Recommended if you're interested in Business Strategy
University of Colorado Boulder
University of Colorado Boulder
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Frequently asked questions
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