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.
Understanding what past, present, and potential customers are saying, hearing, and seeing about your brand is an important part of brand management and social media presence. Monitoring brand mentions and conversations on social platforms can seem like a daunting, even impossible task. Fortunately, there are tools and solutions providers who can facilitate social listening and reputation management. What's important, then, is your understanding of why and how to manage social discourse about the brand to maintain and enhance your brand's credibility and overall reputation.
In this course, you will build a strategic, proactive social listening system that amplifies the efforts of social media marketing and creates close relationships between the brand and members of the brand community. You will also develop a systematic organizational approach to community management that is consistent with the brand and leverages best practices for different social media platforms.
Key Course Takeaways
- Design a social listening system to monitor brand communities, moderate the conversation, and respond effectively
- Develop strategies for proactive outreach and market reputation research
- Create a customer response matrix to guide platform-specific discourse
- Design an organizational approach to community management
Download a BrochureNot ready to enroll but want to learn more? Download the course brochure to review program details.
How It Works
- Digital Marketing 360
- Social Media Marketing
- General Managers Program
- Hospitality Strategic Marketing and Brand Innovation
- Hospitality Management Essentials
- Management 360
- Integrated Marketing 360
- Revenue Management 360
- Hospitality Management 360
- Strategic Hospitality Marketing
- Hospitality Management
- Hospitality Digital Marketing
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