Social Media Branding Course- Harvard University

In spring 2016, I completed a remarkable Social Media Branding course at Harvard taught by Dr. Leila Samii and Bridget Fransiscovich. This course highlights the value of a link between brand image and social media. With the information I learned in this course I was able to apply the concepts directly to the service learning project developed for our Introduction to Marketing course.

Social media has disrupted communication channels and created challenges for marketing in the digital age. The change of control of the brand has shifted from the company to the consumer. Brands have become perplexed by this new phenomenon requiring a new found dynamic to their approach. In this course, we learned how to manage brands on social media and how to create a social media strategy. Through lecture, discussions, and case studies, we learned various theoretical frameworks towards an optimal social media strategy in a specific industry. Topics that were discussed included the importance of influencers and brand advocates, the benefits of listening and aligning objectives with goals.

Text provided by Harvard University.