This unit introduces foundational skills for launching and managing social media marketing: setting up and optimizing platform profiles, locating and engaging target audiences, planning content, and applying basic SEO and scheduling techniques. It also introduces monitoring and measurement concepts—KPIs, standard analytics, and ROI calculations—to prepare students for deeper campaign execution and paid/social integration in subsequent units.
Learning Objectives
- Analyze audience data and platform characteristics to select appropriate social channels for at least three target segments, citing demographic, behavioral, and engagement evidence
- Apply content marketing fundamentals by developing a three-month editorial calendar that includes blog topics, SEO keywords, posting schedule, and channel assignments
- Demonstrate the ability to create and optimize business profiles and scheduling workflows on multiple platforms (e.g., X, Facebook, LinkedIn, Instagram) and use a social management tool to publish and monitor content
- Evaluate social activity through standard analytics by establishing KPIs, measuring reach/engagement/conversions, and calculating projected ROI for a sample campaign
Curriculum
- 1 Section
- 52 Lessons
- 30 hours
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- Unit 1 — Foundations of Social Media Marketing52
- 1.1Making Your Social Debut20 mins
- 1.2Preparing to Calculate Return on Investment20 mins
- 1.3Locating Your Target Market Online20 mins
- 1.4Managing Your Social Media Schedule20 mins
- 1.5Keeping Track of the Social Media Scene20 mins
- 1.6Making the Statistical Case for SEO20 mins
- 1.7Placing Search Terms on Social Media20 mins
- 1.8Bookmarking Your Way to Traffic20 mins
- 1.9Introducing Content Marketing20 mins
- 1.10Building a Blog20 mins
- 1.11Determining Content Goals20 mins
- 1.12Creating an Editorial Calendar to Keep Content Flowing20 mins
- 1.13Deciding Whether X Is Right for You20 mins
- 1.14Finding the Right People to Follow20 mins
- 1.15Customizing Your X Profile Page20 mins
- 1.16Using X to Listen to Your Customers20 mins
- 1.17Understanding the Appeal of Brands on Facebook20 mins
- 1.18Creating a Facebook Content Strategy20 mins
- 1.19Reaching More Fans with Ads20 mins
- 1.20Understanding the Benefits of Live Streaming20 mins
- 1.21Exploring the Benefits of Using LinkedIn20 mins
- 1.22Exploring the Benefits of a LinkedIn Page20 mins
- 1.23Blogging on LinkedIn20 mins
- 1.24Understanding Pinterest20 mins
- 1.25Getting Started with a Snapchat Business Account20 mins
- 1.26Promoting Your Brand on Instagram20 mins
- 1.27Using TikTok for Brand Promotion20 mins
- 1.28Deciding if Video and Podcasts Are Right for You20 mins
- 1.29Reviewing Your Goals20 mins
- 1.30Making a Bigger Splash on a Smaller Site20 mins
- 1.31Deciding Whether to Invest Your Time20 mins
- 1.32Thinking Strategically about Social Media Integration20 mins
- 1.33Integrating Social Media with Paid Advertising20 mins
- 1.34Planning a Measurement Strategy20 mins
- 1.35Measuring the Effectiveness of Content Sharing with Standard Analytics20 mins
- 1.36Using X Analytics20 mins
- 1.37Monitoring Facebook and Instagram from Meta Business Suite20 mins
- 1.38Measuring LinkedIn Success20 mins
- 1.39Establishing Key Performance Indicators20 mins
- 1.40Using Metrics to Make Decisions20 mins
- 1.41Defining Social Media Marketing20 mins
- 1.42Accounting for Customers Acquired Online20 mins
- 1.43Segmenting Your B2C Market20 mins
- 1.44Building Your Social Media Marketing Dream Team20 mins
- 1.45Saving Time with Content-Distribution Tools20 mins
- 1.46Thinking Tactically and Practically20 mins
- 1.47Optimizing Blogs20 mins
- 1.48Sharing the News20 mins
- 1.49Determining the Best Content Platform for Your Needs20 mins
- 1.50Using Podcasts and Video on Your Blog or Website20 mins
- 1.51Putting a Strategy on Paper20 mins
- 1.52Finding the Right Mix between Evergreen and Timely Content20 mins
Instructor
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