Course Outline

  • Role of the Social Media Marketing
    • Overview – a look into the history and the present
    • Growing exposure of customers to digital and social media marketing
    • How different is Social Media Marketing from other marketing approaches?
    • Main advantages and pitfalls of Social Media
  • Existing Types of Social Media and Social Media Platforms
    • Types of social media and its characteristics
      • Personal, interest-based, and media sharing networks, discussion forums, bookmarking sites, social publishing, online reviews
    • Overview of Big Four:
      • Facebook - audience, how to setup, types of content for better results
      • Instagram - audience, how to setup, types of content for better results
      • Twitter - audience, how to setup, types of content for better results
      • LinkedIn - audience, how to setup, types of content for better results
    • Overview of Additional platforms:
      • YouTube
      • Tumblr
      • Reddit
      • Pinterest
      • Snapchat
      • Medium
      • Blogger
      • Quora
  • Choosing the Rights Platforms for Your Specific Objectives
    • Defining the goals to be achieved via the social media
    • Social media market segmentation – finding the focus group
    • Who are your customers? – defining Buyer Personas
  • Content in Social Media
    • Doublechecking your goals and expectations
    • Research – trends and competitors
    • Defining your style and brand voice
    • Understanding the types of social media content
    • Content creation process
    • Scheduling and curation
    • Increasing content reach
      • Where to get first followers and subscribers if pages are new?
    • Automation
  • User-Generated Content - Highly Valuable and Effective Marketing Element
    • Reveal the ways to apply it for free - the most cost effective tool in marketing
    • Credibility – people trust people. Expert tips to utilize the unexploited power
  • Social Media Advertising
    • Facebook
    • Instagram
    • Twitter
    • LinkedIn
    • Other platforms
    • Successful Paid Campaigns
  • Developing Successful Social Media Marketing Campaigns
    • Guideline on how to create a social media marketing strategy – step-by-step guide
    • Revision and adaptation of your campaigns
    • Building company’s image and driving sales via Social Media
    • Social Media as Customer Service Tool
  • Cross-Channel Integration
    • Social Media campaigns co-ordination with other marketing activities
    • Running various integrated campaigns, exposures and rewards
    • Measuring the results of integrated marketing campaigns
  • Evaluation of The Success of Your Campaign - Data Collection, Analysis and Reporting
    • The most effective tools and resources to monitor and analyse
    • Additional research and communication with your customers
    • Evaluation of direct and indirect results of your Social Media marketing campaign
  • Course Group Work
    • Designing sample Social Media campaign together
  21 Hours
 

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