UMass Boston

Course Overview

Description

Social media provide marketers with several important capabilities not present in most other media including interactivity and measurability. Social media platforms like Facebook, Foursquare, or Twitter have a fundamental impact on the way business and consumers behave, communicate and interact with each other. It is critical for business to understand these new media in order to benefit from them significantly. In this course, we will deal with the possibilities that Social media can offer companies and how they can be used to retain and interact with consumers. In this context, we rely partly on established theoretical models and best practice business cases. Special attention will be given to mobile services as well as the special characteristics of social media.