Social Media Marketing

This module enables you to apply social media concepts and best practices to both organic and paid marketing activities on key platforms in order to run successful campaigns that yield ROI and meet business objectives. Upon completion of this module, you will be able to:

1. Recognize the fundamental principles of social media marketing during the development of a digital marketing strategy by:

  • Identifying the key concepts of social media marketing
  • Recognizing the roles and responsibilities of a social media marketer
  • Identifying the stages of the buyer’s journey and marketing function pertaining to social media marketing
  • Distinguishing between the most influential social media platforms in terms of the advantages they offer to a digital marketer
  • Implementing best practices for hashtag usage across social media platforms

2. Identify the core features, tools and guidelines for setting up, optimizing and organically posting on Facebook by:

  • Recognizing the key terminology related to marketing on Facebook
  • Differentiating between the various platform features available to marketers on Facebook
  • Customizing a Facebook page
  • Identifying the best practices for posting effectively on Facebook

3. Identify the core features, tools and guidelines for setting up, optimizing and organically posting on Twitter by:

  • Recognizing the key terminology related to marketing on Twitter
  • Differentiating between the various platform features available to marketers on Twitter
  • Customizing a Twitter account
  • Identifying the best practices for Tweeting effectively on Twitter

4. Identify the core features, tools and guidelines for setting up, optimizing and organically posting on LinkedIn by:

  • Differentiating between the various platform features available to marketers on LinkedIn
  • Identifying the attributes of an all-star LinkedIn profile
  • Using best practice to build a personal brand and establish a high quality network on LinkedIn
  • Optimizing a Company Page on LinkedIn
  • Differentiating between Affiliate & Showcase Company Pages on LinkedIn
  • Identifying the best practices for posting effectively on LinkedIn

5. Identify the core features, tools and guidelines for setting up, optimizing and organically posting on Instagram by:

  • Recognizing the limitations of Instagram for marketers
  • Differentiating between the various platform features available to marketers on Instagram
  • Identifying the best practices for regramming user generated content on Instagram
  • Differentiating between Organic and Business accounts on Instagram
  • Optimizing an Instagram account
  • Identifying the elements of an impactful, fully optimized Instagram post
  • Identifying the elements of an impactful, fully optimized Instagram video
  • Recognizing the best practices for creating an impactful, fully optimized Instagram story

6. Identify the core features, tools and guidelines for setting up, optimizing and organically posting on Snapchat by:

  • Recognizing the limitations of Snapchat for marketers
  • Differentiating between the various platform features available to marketers on Snapchat
  • Understanding how to set up and customize a Snapchat account
  • Recognizing the best practices for creating an impactful, compelling and fully optimized Snap on Snapchat
  • Recognizing the best practices for creating an impactful, fully optimized Snapchat story

7. Build, manage and sustain an active community on social media platforms:

  • Applying techniques and best practices to build a loyal community on social media platforms
  • Applying techniques and best practices to manage and sustain a community on social media platforms

8. Apply paid campaign concepts to inform the development of a social media marketing strategy:

  • Applying best practices when developing both single-platform and cross-platform social media marketing campaigns
  • Differentiating between various types of social media marketing campaign objectives and align them with appropriate KPIs
  • Differentiating between vanity and key metrics and know when to review each type to extract insights and patterns

9. Create and report on Facebook ad campaigns using advanced and paid advertising tools by:

  • Recognizing the three level structure of a Facebook campaign and the ad formats available to advertisers
  • Identifying the campaign objectives and CTAs that can be used for specific stages of the marketing funnel on Facebook in order to achieve wider campaign goals
  • Differentiating between the various paid targeting options available to advertisers on Facebook
  • Identifying the data that can be pulled for specific user groups on Facebook using the Audience Insights tool
  • Applying best practices for the effective use of Ads Manager on Facebook to launch paid ad campaigns
  • Recognizing the advertising objectives that can be chosen on Power Editor for specific stages of the marketing funnel on Facebook
  • Recognizing the principles of total value number, relevance score, creative, targeting and bid to win an ad auction on Facebook
  • Identifying the advertising objectives that can be chosen when creating a Canvas for specific stages of the marketing funnel on Facebook
  • Identifying the key components of a Canvas ad and metrics available for reporting on Canvas ad campaigns on Facebook
  • Identifying the various metrics and reports that can be pulled on Facebook Ads Manager

10. Create and report on Twitter ad campaigns using advanced and paid advertising tools by:

  • Identifying the benefits of Twitter Ads Manager for advertisers and know how to customize the dashboard
  • Differentiating between the various ad formats available to advertisers on Twitter
  • Differentiating between the benefits, best practices and most suitable formats for each paid campaign objective on Twitter
  • Recognizing which targeting options to use according to the chosen Twitter campaign objective
  • Differentiating between the bidding models in Twitter ad auctions
  • Recognizing how to optimize creatives, targeting and bids for Twitter ad campaigns
  • Analyzing account and Tweet activity, audience insights and campaign data using the various Twitter Analytics dashboards

11. Create and report on LinkedIn ad campaigns using advanced and paid advertising tools by:

  • Identifying the ad formats available on Campaign Manager to nurture and acquire a specific target audience on LinkedIn
  • Identifying the objective, elements and placements of a Text Ad on LinkedIn
  • Identifying the objectives of and key factors involved in creating a successful Sponsored Content ad campaign with Campaign Manager on LinkedIn
  • Differentiating between regular and Sponsored InMails
  • Recognizing the best practices for creating targeted ad campaigns on LinkedIn
  • Analyzing campaign and page performance using the Visitors, Updates and Followers dashboards on LinkedIn’s Company Page Analytics tool

12. Create and report on Instagram ad campaigns using advanced and paid advertising tools by:

  • Identifying the key considerations, CTAs and specifications for the various ad formats on Instagram
  • Recognizing the Instagram campaign objectives and their associated ad formats
  • Recognizing the best practices for promoting and buying ads that convert on Instagram
  • Using Ads Manager and Instagram Insights to report on campaign performance

13. Create and report on Snapchat ad campaigns using advanced and paid advertising tools by:

  • Identifying the 3Vs of Snapchat advertising and its native advertising formats
  • Understanding the three level structure of a Snapchat campaign and the campaign objectives, goals and ad formats available to advertisers
  • Differentiating between the various ad formats available to advertisers on Snapchat
  • Knowing how to create Geofilters and differentiate between the geofilter-specific metrics on Snapchat
  • Recognizing how to create a Sponsored Lens for a Snapchat campaign
  • Identifying various targeting options available for advertising on Snapchat
  • Navigating Snapchat Ad Manager to create a Snapchat campaign
  • Analyzing Snapchat ad campaign performance data using Snapchat Analytics