By enabling us to both consume and share content with a simple tap of a screen, social media has empowered people, and organizations, to shape public opinion and drive action like never before. This has given companies the opportunity to enhance their consumer loyalty and engagement, but has also raised questions around the influence social media may have on our behavior.
The program draws on evidence-based, cross-disciplinary research from Sinan Aral’s latest book, The Hype Machine, which investigates the ways in which social media affects our decision making and shapes the world we live in. Guided by industry experts, this program moves from theory into strategic application, providing you with the tools and frameworks to navigate the perils of social media and leverage its promise within your organization. In addition, the course will teach you to enhance your digital marketing strategy using powerful techniques and a deep understanding of the science behind social media.
Welcome to Your Online Campus
The hype machine: social media and the brain
The economics of social media: leveraging the attention economy
Under the hood of the hype machine: how social media works
Personalized mass persuasion
Hypersocialization playbook
The future of the social media hype machine
Upon successful completion of your course, you will earn a certificate of completion from the MIT Sloan School of Management. This course may also count toward
MIT Sloan Executive Certificate requirements
.
The course begins with a focus on the neurological and economic forces underpinning social media, as well as the technologies and trends that contribute to the ongoing production and development of social media, or the ‘Hype Machine’. The program offers key tools for leveraging social media’s potential within your organization, and tactics to improve your social media strategy such as microtargeting, viral advertising, and influencer marketing. In addition to this, you’ll investigate ethical issues relating to social media and the impact the Hype Machine has on privacy and democracy. You’ll also explore evolving trends that may impact your strategy in the future.
The course is designed to provide business leaders and marketing professionals with an understanding of how social media affects the business, organization, or society in which they operate. The tools and frameworks taught in the course can be applied across a wide number of contexts to help professionals navigate the complexity of social media and leverage it to engage audiences and drive action.
This course is delivered in our Self-Paced Online format which enables you to participate at your own pace within weekly modules. This course runs over 6 weeks with an estimated 6-8 hours per week of study time
Earn a certificate of course completion from the MIT Sloan School of Management
You will learn through a variety of formats including interactive videos, practice quizzes, presentations, assignments, and discussion forums
You will have access to a Success Adviser who will help you manage your time, and support you with any administrative or technical queries you might have
"Very insightful! I enjoyed learning the deep dynamics behind social media and how to build stakeholders value driving consumer behaviour!"
Anna M
"As a communications professional, it's always interesting to work with other executives and teammembers who have a belief they are great communicators and understand social media, without formal training, experience, education, etc., but everyone could use this course. What this course does exceptionally well is examines the strategy of social media on the macro level while also guiding participants through a course-long strategy exercise that is truly helpful, insightful and actionable. Highly recommend for all executives."
Jen Rae H
"An Essential Journey in Social Media to understand how the Hype Machine through code (algorithm), process and mediums drives changes in our reality, creating AR and VR opportunities, raising and answering questions of Ethics and Cybersicurity. A must have in the AI courses portfolios."
Stefano B
"If you use Social Media for business and want to understand how to harness the Hype Machine, this course is worth your time."
Gregory S
"Recently, I had the pleasure of taking the course The Economics of Social Media: Leveraging the Attention Economy to The Future of the Social Media Hype Machine, taught by the renowned professor Sinan Aral, and I must say it exceeded all my expectations! This course was a true transformation for me and my understanding of the economics of social media. From the beginning, the content was engaging and well-structured, allowing me to grasp the concepts easily. Professor Sinan Aral"
henriane m
"Great course to consider, even if you not into social media. It helps you understand how social media works, and how you can benefit from it."
Abdul Salam K
"Amazing course !!!"
Melissa Nicole D
"Great to understand how social media works and how to use it, and not only be used"
Jorge F. R
"This was a well organized, thorough and useful course. I walked away smarter and dare I say savvier, about social channels, the means by which they succeed and strategies and concepts to keep them 'honest."
Caley C
"This program has given me a very important theory and thinking way to harnessing Hype Machine effectively and ethically. I gained valuable experiences in communicating and networking with colleagues from diverse countries and backgrounds. I strongly recommend you to join this program."
Hiroshi S
Same topic, Similar duration - Broader exploration across all institutes
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Prashansa Uttam
Programme Advisor
Executive Education Office
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