SHA745 - Social Listening and Community Management

Course Description

Understanding what past, present, and potential customers are saying, hearing, and seeing about your brand is an important part of brand management and social media presence. Monitoring brand mentions and conversations on social platforms can seem like a daunting, even impossible task. Fortunately, there are tools and solutions providers who can facilitate social listening and reputation management. What’s important, then, is your understanding of why and how to manage social discourse about the brand to maintain and enhance your brand’s credibility and overall reputation.

In this course, you will build a strategic, proactive social listening system that amplifies the efforts of social media marketing and creates close relationships between the brand and members of the brand community. You will also develop a systematic organizational approach to community management that is consistent with the brand and leverages best practices for different social media platforms.

Faculty Author

Robert Kwortnik, Jr.

Stephanie Cartin

Benefits to the Learner

• Design a social listening system to monitor brand communities, moderate the conversation, and respond effectively
• Develop strategies for proactive outreach and market reputation research
• Create a customer response matrix to guide platform-specific discourse
• Design an organizational approach to community management

Target Audience

• Content marketers
• Social media managers
• Marketing channel managers
• Product managers
• Entrepreneurs
• Account executives
• Brand marketers
• Marketing communications specialists
• Copywriters
• Marketing consultants

Applies Towards the Following Certificates

• Digital Marketing 360 : Core Courses
• Social Media Marketing : Core Courses