Rob Kwortnik, Associate Professor of Services Marketing, joined Cornell’s faculty after earning his Ph.D. in Business Administration from Temple University in 2003. He also earned a B.A. in Journalism from Temple and an MBA from California State University, Northridge. Professor Kwortnik’s research focuses on consumer behavior in service contexts, with special attention to service experience management. He has published in the Journal of Marketing Research, Journal of Service Research, The International Journal of Research in Marketing, and the Cornell Hospitality Quarterly, among others. He has been honored eight times as a Teacher of the Year by students at the School of Hotel Administration. Prior to his career in academics, Professor Kwortnik held several professional positions in marketing and was a travel industry consultant. He is a recognized expert on the leisure cruise industry.
Effective marketing communications inform and inspire consumers. It's messaging that creates product awareness and knowledge, and encourages positive brand attitudes and action. Traditional marketing, especially advertising, uses a “tell and sell” promotional approach that's unidirectional in presentation – from brand to buyer – and designed to persuade; it's hard marketing. Effective social media marketing is different. It's bidirectional conversation – from brand to buyer and buyer to brand – about the brand experience and designed to engage. This is soft marketing, the kind that target audiences seek as opposed to avoid. The key to social media marketing is connecting the customer with the brand through content that's informative, interesting, or entertaining; ideally, a combination of all three.
In this course, you will conduct a brand audit to identify the brand's pillars, tone, imagery, and personality. You will use these to create a clear brand voice for social media. You will then develop a content marketing social media strategy centered around a big idea and produce creative content that meets the business objectives of the organization as well as the needs and wants of the customer. Lastly, you will identify opportunities for user-generated content (UGC) that motivates the brand community and create a detailed content-posting cadence designed to meet the specific marketing goals.
Key Course Takeaways
- Conduct a brand audit to create a clear brand voice for social media
- Design an overarching “big idea” and creative strategy to guide content marketing activities
- Identify creative ideas for content and create a compelling social campaign for an organization of your choice
- Produce creative content that delivers on objectives outlined in the social media marketing funnel for the brand
Download a BrochureNot ready to enroll but want to learn more? Download the course brochure to review program details.
How It Works
An entrepreneur from a young age, Stephanie Cartin walked away from her corporate career to launch Socialfly, a leading social-first digital and influencer agency based in New York City. Socialfly has blossomed to over 30 full-time employees, helping over 200 brands including the Girl Scouts, Samsung SmartThings, NEST Fragrances, 20th Century Fox, and Univision. Ms. Cartin is the co-author of “Like, Love, Follow: The Entreprenista’s Guide to Using Social Media To Grow Your Business” and the cohost of the Entreprenista Podcast. She has appeared and been featured on Bloomberg, Forbes, Entrepreneur.com, Refinery29, and CheddarTV. Ms. Cartin is also a recent recipient of the SmartCEO Brava Award, which recognizes the top female CEOs in New York, and a Stevie Award for Women-Run Workplace of the Year.
Who Should Enroll
- Content marketers
- Social media managers
- Marketing channel managers
- Product managers
- Account executives
- Brand marketers
- Marketing communications specialists
- Marketing consultants