From Likes to Leads: Interact with Customers Online (Coursera)

In this course you’ll explore social media platforms and identify which platform is the most appropriate for specific business needs. You’ll learn how to create content for social media using graphic design principles for marketers and learn how to manage a social media presence. In addition you’ll set goals and success metrics for social media ads.

Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks while showing you some of the best tools and resources used on the job.

Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary.

By the end of this course, you will be able to do the following:

- Identify the five core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, and advertising

- Determine how to choose social media platforms for a campaign

- Understand how to boost engagement on social media

- Learn how to write, design, and repurpose engaging content for social media

- Recognize how to use the data gathered from social media analytics as a decision-making tool

- Learn best practices for presenting a social media report

- Achieve specific marketing goals through the use of paid social media

Course 3 of 7 in the Google Digital Marketing & E-commerce Professional Certificate.

What You Will Learn

- Define social media marketing and describe its purpose

- Identify core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, advertising

- Define the goals of a social media campaign

- Write, design, and repurpose engaging content for social media

Syllabus

WEEK 1

Introduction to from likes to leads: interact with customers online

You will study the importance of social media marketing in promoting a business or product. Next, you’ll explore common social media platforms used in digital marketing and how to choose the best platform for a campaign. Then, you’ll discover the five core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, and paid social media.

WEEK 2

Social media strategy, planning, and publishing

You will focus on the first two core pillars of social media marketing: strategy, and planning and publishing. You’ll also learn how to accomplish business goals with a social media marketing campaign and how to identify a target audience while building a brand identity on social media. Then, you’ll learn the differences between paid, owned, earned, and organic social media marketing. Then, you’ll determine how to publish content at the right time and with the right frequency.

WEEK 3

Listening and engagement on social media

You will focus on the third core pillar of social media marketing: listening and engagement. You’ll learn the importance of social listening and how to use popular social listening tools. Then, you’ll explore ways to develop relationships with customers and build brand authority.

WEEK 4

Social media analytics and reporting

You will focus on the fourth core pillar of social media marketing: analytics and reporting. You’ll explore the importance of social media analytics and describe different analytics segments. Next, you’ll learn about popular analytics tools and understand how to use the data gathered to make decisions and improvements. Then, you’ll examine the importance of social media reports and practice creating one.

WEEK 5

Paid social media

You will focus on the fifth core pillar of social media marketing: paid social media. You’ll learn about the benefits of paid advertising on social media and how to choose the best platforms for your ads. You’ll also explore ad formats and content types for different social media platforms and measure the impact of an ad campaign on a social media platform. You’ll end the course by describing common types of social testing and how to run a social test.