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.
What makes a social media marketing campaign successful? Is it growth in followers? More engagement on social channels? Greater positive sentiment about the brand? What about increases in sales leads or in sales revenue? Social media success might be reflected in all, some, or just one of these outcomes. Ultimately, however, success is a function of how well the campaign performed in meeting its marketing objectives. Measuring this performance used to be elusive for social media, but as the practice has evolved, so has the means to determine what worked and what did not.
In this course, you will identify the right metrics for measuring and benchmarking social media success across the marketing funnel. From measures of impressions to engagement, to conversion, and to advocacy, you'll examine how brands and agencies link campaign objectives — activity — and outcomes to assess, test, and optimize campaign results. Additionally, you'll explore how existing and emerging performance-reporting tools and dashboards help social media managers control dynamic campaigns to best ensure social media success.
Key Course Takeaways
- Identify the right metrics for social media marketing goals
- Measure and benchmark awareness and engagement across the customer purchasing funnel
- Measure conversion and financial metrics that link social media marketing activity to firm profitability
- Develop methods for testing, evaluating, and optimizing results
- Leverage reporting tools and dashboards to control dynamic campaigns
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