Digital Marketing Institute is the global standard in Digital Marketing Certification. Our mission is to give our students the confidence and knowledge they need to advance in their careers through this specialization. More than 3.6 billion people globally are using social media in 2021 so social is certainly popular. But with advertising spend on social expected to surpass $100 billion in 2021, clearly social media is as much about big business, competition, and profit as it is about connecting people.
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If you want to understand the forces transforming businesses today and, in particular, the key challenges facing social media marketers as they attempt to cut through the noise, engage their audiences, and demonstrate tangible business value, this course will help you do so.
You will learn the core principles of social media marketing before drilling deeper into engaging, nurturing, and building a loyal social community. After completing this course, you will be able to: -
• Identify the benefits and advantages to a business of using social media to engage an audience
• Differentiate between the social platforms used by businesses and their relative advantages for targeting consumers
• Set up a social media account for a business
• Build, manage, and sustain an active social media community
This course also introduces social content strategy and explains how to balance the advantages of organic social content seeding against the immediacy of paid social content promotion. It covers how to implement a content strategy and the basics of measuring its effectiveness. This is the second course in the Digital Marketing Institute’s Social Media Marketing specialization.
In addition to the course, we would like to give you the opportunity to gain access to additional articles, toolkits, and webinars that can aid you in your studies.
What You Will Learn
- The benefits and advantages to a business of incorporating social media into its overarching digital strategy
- How to differentiate between the most influential social media platforms and their advantages for marketers targeting a specific audience
- How to implement and analyze the effectiveness of a social content promotion and distribution strategy
Course 2 of 4 in the Social Media Marketing in Practice Specialization
Syllabus
WEEK 1
Social Media and Business Strategy
This module begins by discussing the key social media platforms used by businesses to engage audiences. It identifies the key features of individual platforms and differentiates between them. The advantages of social media, and of paid social media advertising, to a business are outlined. Finally, the benefits of incorporating social media into an overarching digital strategy are described, along with common social media tools used to support a business strategy.
WEEK 2
Social Media Platforms for Business
This module introduces the key social media platforms for digital marketing and demonstrates how to set up a social media experience for a business. It explains the techniques and best practices for growing and engaging a social media audience, and demonstrates how to create effective paid advertising campaigns on the key social platforms. It also covers how to extract and report on data from the platforms’ native analytics tools to derive deeper audience and campaign insights.
WEEK 3
Social Content Strategy and Promotion
This module introduces the concept of engaging with and acquiring customers using the creation and sharing of content. It explains how to choose the right content for your customers – and how to ensure it gets seen by them. It outlines the different content formats available on social media channels and helps you identify which platform best suits your content. It also identifies best practices for scheduling your content, and equips you with the knowledge to devise and execute your own content creation strategy.
