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Social Media: Consumer Insights

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In this course, learners will be able to define sources of insight relevant to social media marketing, state principles guiding consumer interaction with social media and list the research-based guidelines for brand responses to social media. This practical course provides learners with the foundational understanding on social media through the lens of consumer insight.


  • Define social media
  • List (or identify) some of the categories of social media
  • Define how insights from outside the context of social media can be relevant in social media marketing
  • List the four things that happen when people are asked to recall a memory related to a brand
  • Name the social media tactic to strengthen existing positive feelings about a brand
  • State the effects on sales when consumers post on social media
  • State the Social Media Passion Principle
  • Define how statements consumers make about brands are relevant to social media marketing
  • Define how consumer profile data available on social media can be relevant for marketing
  • Define how purchase behavior can be a source of consumer insight in social media marketing
  • List (or recognize) the 5 key effects of social media behavior on purchase behavior (and vice versa)
  • List (or recognize) the 5 drivers in the Engagement Engine model, and identify which drivers directly affect which other drivers

About this Class


Minutes of education


Video Lessons


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Stephen Hersh

Stephen Hersh consults with companies to help them manage their brands, their business strategies, their creative strategies, and their relationships with consumers, customers, and employees. He often works through in-sourcing, training company employees to develop the skills to solve these problems themselves. more.

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