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Northwestern University

The Business of Social

Northwestern University via Coursera


In a 2014 study of CEOs and CMOs, IBM found 63% wanted social strategies which generate business metrics while only 20% of businesses worldwide actually have them. This means strategies which not only grow your company’s social footprint but link to your sales and marketing systems. With this critical linkage, your social and mobile strategies will provide you with the ability to engage consumers at a 1-to-1 level and measure your social investments in terms of costs, revenues, profits and ROI. In this fifth MOOC of the Social Marketing Specialization - "The Business of Social" - you will learn how to transform your organization's social marketing from an untracked investment to an integral part of your company’s marketing strategy. You will learn the legal considerations involved as well as proven performance metrics and management tactics for success. Additional MOOC 5 faculty include: * Rich Gordon (Professor & Director of Digital Innovation, Medill, Northwestern) * Tom Collinger (Executive Director Spiegel Research Center and Senior Director Distance Learning, Medill Integrated Marketing Communications, Northwestern) * Seth Redmore (CMO, Lexalytics, Inc.) * Jeff Davidoff (CMO, Donuts.Domains) * Matt Krull (Business Unit Executive, IBM Security) * Frank Mulhern (Associate Dean, Department Chair, and Professor, Integrated Marketing Communications, Northwestern)


  • Legal Considerations
    • In this module, you will learn the appropriate security, privacy, and governance considerations to apply to your social marketing strategy.
  • Metrics
    • In this module, you will gain a deeper understand of how metrics can be used to drive real business results.
  • Performance
    • In this module, you will learn how to create a performance funnel and the key performance indicators necessary to create a sustainable, budgeted program.
  • Management
    • In this module, you will learn how to create a pilot program, test it for sustainability, and justify its existence using proven metrics.

Taught by

Randy Hlavac


4.8 rating, based on 5 Class Central reviews

4.7 rating at Coursera based on 794 ratings

Start your review of The Business of Social

  • Je suis ZIDOR shelove, je suis tout à fait ravis de m'initier à class je suis cordialement fier de faire partie des étudiants de classe central, je tiens aussi à applaudir le travail que fait class central, en fait je ferai de mon mieux de bien à être excellent dans le cet domaine.
  • So amazing that I learn this and great time with people through online and I know I want to do more and more so that I achieved my goals and clear my vision towards my future thank you so much .
  • Profile image for Jorge Dos Ramos Luís
    Jorge Dos Ramos Luís
    Contém muitos riscos e também não garante confiança total no indivíduo que acaba por ser meu burocrativo e demorado
  • It's so amazing that I learned this and have a great time with people through the internet knowing I want to do more and more to achieve my goals and clear my vision towards my future, thank you very much.
  • Anonymous
    Great course! I have taken many courses over the Internet and this one is by far the best one. Everything is well prepared and runs smoothly. The content is very actual and useful. Prof. Havalac conducts the course very well

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