Social Media Strategy: Creating Engagement, Insight, and Action 

offered by MIT University

Review the neurological structures that make the brain so responsive to social media

Explain how the design of social media affects the brain and therefore behavior

Determine how social influence and social signals change behavior

Analyze how you can use the neuroscience of social media to create engagement, insight, and action

Describe how the structure of the attention economy impacts social media and behavior

Review the strategic implications of direct, indirect, and local network effects

Explain how interoperability impacts network effects and social media

Articulate how organizations and individuals can leverage network effects and the attention economy to achieve engagement, insight, and action

Recognize the three elements that make social media work

Describe how the structure of the Hype Machine impacts behavior

Articulate how social media is shaped by the levers of code, norms, laws, and money

Analyze how the anatomy of the Hype Machine shapes behavior

Apply how optimization and marketing analytics can be used in marketing strategy

Identify how microtargeting is used to create behavioral change

Calculate return on investment for marketing

Recommend improvements to an integrated social media marketing program

Explain how social network targeting can be used to achieve behavior change

Outline what makes referral marketing strategies successful

Demonstrate how to use social advertising and viral design to accelerate behavior change

Articulate how influencer marketing can be used to promote a message

Apply the hypersocialization playbook to strategy

Articulate the potential impact of future trends in social media on organizational strategy

Investigate ethical issues in social media and their implications for society

Recommend strategies that steer social media towards its promise, rather than its peril