Social Media Marketing Foundations (2020)

Course details

Social media dramatically altered marketing by allowing businesses to directly engage with customers and vice versa. Brands that stand the test of time will use these platforms to create fresh connections and build long-term loyalty. In this course, you can learn the basics of social media marketing. Instructor Brian Honigman—a top marketing consultant—explains why making an investment in social media can benefit your business. He shows how to define your audience and craft a social media strategy focused on your organization's goals. He also teaches you how to communicate effectively on leading social networks such as Facebook, Instagram, and Snapchat; drive results with paid ads; and measure your success.

Learning objectives
Developing a social media strategy
Defining your audience
Choosing the right channels
Publishing best practices
Building and maintaining a community
Selling on social media
Measuring activity
Innovating with social media marketing

Concepts

0. Introduction

01 - What is social media marketing

1. Creating a Social Media Strategy

02 - Set strategic goals
03 - Define your audience

2. Choosing the Right Channels

04 - Invest in a smart mix of channels
05 - The most widely used social networks
06 - Messaging and chat-based networks
07 - Niche social networks to consider

3. Publishing on Social Media

08 - Crafting engaging messaging
09 - Balancing an editorial calendar
10 - Understanding paid advertising

4. Interacting with Customers

11 - Building and maintaining a community
12 - Providing social-first customer service

5. Selling on Social Media

13 - Encouraging direct and assisted sales
14 - Partnering with influencers

6. Measuring Social Media Activity

15 - Attributing social actions to results

7. Innovating with Social Media

16 - Shifting to passive and private
17 - Experimenting beyond best practices

Conclusion

18 - Staying updated on social media marketing