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Northwestern University

The Importance of Listening

Northwestern University via Coursera


In this second MOOC in the Social Marketing Specialization - "The Importance of Listening" - you will go deep into the Big Data of social and gain a more complete picture of what can be learned from interactions on social sites. You will be amazed at just how much information can be extracted from a single post, picture, or video. In this MOOC, guest speakers from Social Gist, BroadReader, Lexalytics, Semantria, Radian6, and IBM's Bluemix and Social Media Analytics Tools (SMA) will join Professor Hlavac to take you through the full range of analytics tools and options available to you and how to get the most from them. The best part, most of them will be available to you through the MOOC for free! Those purchasing the MOOC will receive special tools, templates, and videos to enhance your learning experience. In completing this course you will develop a fuller understanding of the data and will be able to increase the effectiveness of your content strategy by making better decisions and spotting crises before they happen! MOOC 2 bonus content in the paid toolkit includes access to Semantria's analytics engine to extract some data on the markets you are developing and have it analyzed.

As a student in this course, you are being provided the opportunity to access IBM Bluemix® platform-as-a-service trial for up to six months at no-charge with no credit card (up to a $1500 value).

NOTE: By enrolling in this course, given access to IBM's Bluemix technology for one month for free as well as Lexalytics' Semantria tool. For those earning a Course Certificate, you will be given an additional five months of Bluemix and three months of Semantria at no cost with a special key code. By enrolling for a Course Certificate for this MOOC, you are acknowledging that your email will be shared with Lexalytics for the sole and express purpose of generating your individual key code. After the key code has been generated, Lexalytics will delete your email from its records.

Additional MOOC 2 faculty include:
* Steve Dodd (SVP Business Development, Effyis - dba BoardReader and Socialgist - Global Social Media Content Access)
* Seth Redmore (CMO, Lexalytics, Inc.)
* Chris Gruber (Social Media Analytics Solution Architect, IBM)
* Russell Beardall (Cloud Architect, IBM)
* Tom Collinger (Executive Director Spiegel Research Center and Senior Director Distance Learning, Medill Integrated Marketing Communications, Northwestern)
* Tressie Lieberman (VP Digital Innovation, Taco Bell)


  • Big Data
    • In this module, you will learn how big data is collected, standardized, and deployed by organizations into big insights.
  • Big Information
    • In this module, you will learn how to use key social information to drive your social strategy using state of the art analytics systems.
  • Big Insights
    • In this module, you will learn how data is transformed into actionable insights for your social marketing programs.
  • Real-Time in Action
    • In this module, you will learn how big data and big insights are being used by global businesses and organizations to drive their content strategies and prevent crises from happening.

Taught by

Randy Hlavac


5.0 rating, based on 6 Class Central reviews

4.7 rating at Coursera based on 1612 ratings

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  • Anonymous
    The entire series of social media marketing where this course is the 2nd one is fantabulous. Loved the material professor insights shared new ideas and learning practical application of the concepts. The team is superb too.
  • Gabrielle Barredo
    The Importance of Listening has opened my eyes to certain knowledge that I have taken for granted as a marketer. It is good to be reminded about these things and taught new things to use for my career
  • Anonymous
    Its really interesting course, part of the social media marketing specialisation. Nice topics and interesting discussion. Simple to understand and right on the objective.
  • Anonymous
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    Karolina Kutryb
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