Digital Marketing: Social Media and User Content

Much of the online content about products and services is no longer controllable by the product owners but is instead, created by billions of consumers around the world. This creates both challenges and opportunities for marketers. In this course, we will compare earned media with owned media and paid media, the differences between online and offline word of mouth, brand equity and how it is affected by growing quantities of user generated content. We will also discuss how content generated by online users might be biased. Finally, we will discuss how managers can incentivise consumers to produce meaningful and impactful online content.