Social Media Strategy: Creating Engagement, Insight, and Action (self-paced online)

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This self-paced online course is the definitive guide to harnessing social media effectively and ethically to achieve your organizational goals.

This program is delivered in collaboration with GetSmarter. Please register on the GetSmarter website.

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Social Media Strategy: Creating Engagement, Insight, and Action (self-paced online)
Certificate Track: Strategy and Innovation
Location: Online
Tuition: $2,800
Program Days (for ACE Credit) 2

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By enabling us to both consume and share content with a simple tap of a screen, social media has empowered people, and organizations, to shape public opinion and drive action like never before. This has given companies the opportunity to enhance their consumer loyalty and engagement, but has also raised questions around the influence social media may have on our behavior.


The program draws on evidence-based, cross-disciplinary research from Sinan Aral’s latest book, The Hype Machine, which investigates the ways in which social media affects our decision making and shapes the world we live in. Guided by industry experts, this program moves from theory into strategic application, providing you with the tools and frameworks to navigate the perils of social media and leverage its promise within your organization. In addition, the course will teach you to enhance your digital marketing strategy using powerful techniques and a deep understanding of the science behind social media.

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Registration for this program is done through GetSmarter.

FAST FACTS


6 weeks (excluding orientation)

Entirely online

Self-paced learning

6-8 hours/week*

*The recommended weekly time commitment for core content is 4-5 hours, taking into account the busy lifestyles of working professionals, with an additional 2-3 hours recommended for non-compulsory weekly extension activities, should you have the time. Each module is released weekly, allowing a flexible but structured approach to learning. You’ll be supported as you engage in individual activities and group discussions, ensuring you feel confident to submit your best work at each weekly deadline.

"We are at a crossroads between privacy on one hand and insecurity on the other, between free speech and hate speech, between truth and falsity, democracy and authoritarianism. Social media plays a very important role in all of these outcomes. We can achieve the promise of social media while avoiding the peril, and this course describes how we can do that. I created this course for business executives, policymakers, social media influencers, political campaigns, nonprofit organizations, governments, and NGOs as an ‘owner’s manual’ for social media and a definitive guide for using social media effectively and ethically to achieve engagement, influence, and action."

- Sinan Aral, Director and Head of Social Analytics and Large Scale Experimentation, MIT Sloan School of Management