Marketing on Social Media

32 Hours / Access Length: 180 Days / Delivery: Online, Self-Paced

Course Overview:

Through our social media marketing classes you will understand how to build and launch an effective social media strategy for your business, and analyze results in a measurable, actionable way.

Students will:

• Research, develop and execute a social media strategy
• Research, plan, create and post social media content
• Manage your social media marketing efforts, online reputation, crisis response and social media policies
• How to use Facebook, YouTube, TikTok and Instagram for marketing
• Analyse social media data in order to make informed social media marketing decisions

Course Outline:

Module 1:

Lesson 1: An Introduction to Marketing and Social Media Marketing        

The first lesson in this course will introduce you to the world of marketing and, specifically, social media marketing. We will cover a high-level overview of various marketing terms and see exactly how social media marketing fits into your overall marketing strategy. You will learn about social media strategies that you can incorporate into your marketing, budgeting for social media as well as frequently used social media marketing terms.

Lesson 2: Getting to know the Social Media Platforms    

In this lesson of your course you will become familiar with the Social Media platforms mainly used for social media marketing and the types of audiences that mostly use these platforms. You will learn how to choose which platforms you should use for your business social media marketing.

Lesson 3: Deciphering your Target Audience       

This lesson will teach you how to identify you target audience for social media marketing. We will provide you with an understanding of who is using social media, identifying your target audience and elements to consider when compiling your target audience and segmenting them into buyer personas.

Lesson 4: The Social Media Strategy        

In this content packed lesson you will learn about the various elements that are required to build a social media strategy for successful social media marketing. Identifying goals, how to measure your success and identifying the various platforms and content types that you will use to market your business on social media.

Lesson 5: Optimizing your Social Media Profiles 

In this lesson you will learn how to create the main social media platforms as well as how to optimize your profile so that you are easily found online. This lesson covers Facebook, YouTube, Instagram, Twitter, Pinterest and LinkedIn.

Lesson 6: Basic Data Analysis and Reporting        

In this lesson you will learn about the various metrics that you can measure on the major social media platforms, how to access them on your social media channel as well as what to include in your social media report.

Lesson 7: Content Creation 101 

This lesson introduces you to various social media content types, the content development process and what makes engaging content for your audience as well as what your audience wants from you.

Lesson 8: Introduction to Social Media Management      

This lesson introduces you to the basics of social media management, understanding what it is and what it entails as well as what it takes to manage your social media marketing. You will also be introduced to more advanced concepts such as community management, reputation management, social listening and more!

Module 2:

Lesson 1: Target Audience Segmentation             

In Lesson 1 of Module 2 you will learn what target audience segmentation is and how to implement it, as well as a step-by-step process to researching and creating buyer personas based on market research and data mining as well as what drives people to make the purchases they do and how to create targeted content from your personas.

Lesson 2: Social Media Branding

In Lesson 2 of Module 2 you will learn how we define a brand, the various elements of brand development that you need to pay attention to within your social media marketing efforts, the importance of brand consistency on social media as well as common online branding issues and what actually makes effective branding.

Lesson 3: Identifying, setting and measuring goals            

In Lesson 3 of Module 2 you will learn about identifying our business goals, aligning them with our social media goals, choosing the relevant key performance indicators. You will also learn about some strategies that you can use to achieve these goals as well as how to interpret and take action from your data.

Lesson 4: Social media auditing and competitor research              

In Lesson 4 of Module 2 you will learn why a social media audit is so important, how to conduct a social media audit and check the optimization of your profiles as well as analyzing your social media posts and conducting competitor research and how to keep an eye on them.

Lesson 5: Content execution and publishing        

In Lesson 5 of Module 2 you will learn about content distribution, content curation and trend jacking as well as copywriting formulas, behavioral psychology applied in marketing and how to develop a content library and fill in your content calendar.

Lesson 6: The dark side of social media  

In Lesson 6 of Module 1 we explore the dark side of social media by looking at big brands whose posts didn't get the response they were expecting. You will learn how to develop a social media policy and how to handle a social media crisis, social media listening and avoidable social media fails.

Lesson 7: Data-driven social media marketing    

In Lesson 7 of Module 2 you will learn about data-driven marketing, types of social analytics and social insights, you will learn about additional metrics that you can use to validate the value of your social media marketing efforts and you learn about attribution models to identify the various touch points that are adding value to your customer journey or where you need to optimize your customer journey.

Lesson 8: Advanced social media management  

In Lesson 8 of Module 2 you will learn about social media reputation management and the keys to successful reputation management, you will also learn about community management and the various community management strategies that you can use and we will delve into social media budget allocation and the types of operational budgets.

Module 3:

Lesson 1: Deep dive into using Facebook              

Lesson 1 of Module 3 explores the intricacies of the various posting features that you will find on Facebook and how to use them, you will also learn how to use Facebook Publishing Tools and the Facebook Creator Studio.

Lesson 2: Facebook best practices and using Messenger

Lesson 2 of Module 3 continues with Facebook as we look at content creation and best practices for the largest social media network, you will also learn how to use Facebook Messenger for your business as well as how to develop engaging conversations throughout your customer journey and how to use Facebook and Messenger together.

Lesson 3: Getting the most mileage out of YouTube         

Lesson 3 of Module 3 will teach you how to post to YouTube as well as other posting features that you can use. You will also learn about how to prepare before you shoot your video, what to consider during your shoot and what to do after your shoot, as well as video content creation and YouTube best practices and community guidelines.

Lesson 4: Exploring Instagram in detail   

Lesson 4 of Module 3 looks at the variety of posting features that you can use on Instagram and how to use them, content creation tips for the platform as well as Instagram best practices and how to use Instagram and Facebook in conjunction with each other.

Lesson 5: Get tweeting with Twitter        

Lesson 5 of Module 3 will show you how to get tweeting with Twitter. You will learn about the various posting features on Twitter and how to use them, content creation tips and ideas as well as the best practices to follow when using Twitter for your social media marketing.

Lesson 6: Taking an interest in Pinterest

Lesson 6 of Module 3 explores the posting features on the Pinterest platform. You will learn how to post pins, carousels, videos as well as how to make use of rich pins. You will learn what to consider when creating content for the platform as well as get some ideas for business content and learn about Pinterest best practices.

Lesson 7: Delving into LinkedIn 

Lesson 7 of Module 3 will teach you how to use the various posting features on LinkedIn as well as content creation considerations, ideas for content on LinkedIn and the best platform practices to keep in mind.

Lesson 8: Using Snapchat and Tiktok for business             

Lesson 8 of Module 3 will teach you how to navigate the Snapchat and Tiktok platforms, you will learn about the posting features available on each platform as well as how to post and what to consider when creating content for each platform. We will go through some business content ideas for each platform and learn about the best practices for both Snapchat and Tiktok.

Module 4:

Lesson 1: Monetization and revenue generation

In this lesson you learn about what monetization is, the sales funnel, social media and monetization, tracking your data, eCommerce solutions and on-site monetization.

Lesson 2: Monetization - Practical            

This lesson extends on lesson 1 with additional information on monetization with a particular focus on Facebook, Twitter, YouTube, Instagram and monetization around organic content.

Lesson 3: Social media for SMEs

In lesson 3 you will learn about the foundations of social media marketing for small to medium enterprises, competing with big brands, tailoring your approach and using different platforms such as Facebook, Twitter, Instagram and LinkedIn as well as budgeting.

Lesson 4: Social media for NPOs

In lesson 4 you will learn about the foundations of social media marketing for non-profit organizations, tailoring your social media approach for NPOs on platforms such as Facebook, Twitter, Instagram and LinkedIn as well as learning about strategies and some tools to help you out.

Lesson 5: B2B and lead generation          

In this lesson you will learn about social media marketing for business to business and about lead generation. This lesson focuses on LinkedIn content, B2B marketing and developing B2B content, as well as using Facebook, Twitter, YouTube and Instagram for B2B marketing and ad strategy.

Lesson 6: B2B - Practical               

This lesson extends on lesson 2 showing you some practical examples and applications of Facebook, Twitter, YouTube Instagram and LinkedIn for B2B marketing purposes.

Lesson 7: Social media and search           

This lesson will teach you about where social media fits into search as well as Search Engine Optimization (SEO), and SEO tips for YouTube, Facebook, Twitter and Pinterest.

Lesson 8: Extended Social Media Management  

The final lesson of Module 4 finishes with an extension on social media management practices, managing content and advertising, managing engagement as well as online reputation management.

All necessary course materials are included.

• Cable and DSL internet connections are recommended for the best experience.

• CPU: 1 GHz or higher
• RAM: 2 GB or higher
• Resolution: 1280 x 720 or higher
• Speakers / Headphones
• Microphone (Webinar / Live Online sessions)

• Microsoft Windows 7 or 10 (Home, Pro)
• Mac OSX 10 or higher.
• Latest Chrome OS
• Latest Linux Distributions

NOTE: While we understand that our courses can be viewed on Android and iPhone devices, we do not recommend the use of these devices for our courses. The size of these devices do not provide a good learning environment for students taking online or live online based courses.

• Latest Google Chrome is recommended for the best experience.
• Latest Mozilla FireFox
• Latest Microsoft Edge
• Latest Apple Safari

• Office suite software (Microsoft Office, OpenOffice, or LibreOffice)
• PDF reader program (Adobe Reader, FoxIt)
• Courses may require other software that is denoted in the above course outline.